Public Relations & Communications Public Relations & Communications HERO UNIT Training Module.
Introduction to B2B Public Relations
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PUBLIC RELATIONS: CREATING AWARENESS,
MAKING AN IMPACTApril 19, 2012
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BlissPR OverviewBlissPR OverviewBlissPR is a full service communications firm that helps B2B companies differentiate themselves through ideas & thought leadershipdifferentiate themselves through ideas & thought leadership.
Founded in 1975 Offices in New York,
Chicago, St. Louis and Atlanta
Our Practice Groups Financial services Professional Atlanta
Members of WorldCom, largest independent network of PR firms
services Healthcare
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Today’s AgendaToday s Agenda
• PR MythsPR Myths• How does PR work?• Building brand awarenessg• Tips for media success• Developing a PR strategyp g gy• Where do you go from here?
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PR MythsPR Myths
• PR = Press Release• You can turn to it sporadically when there’s time• The media never gets it right• You should see immediate results• It’s impossible to measure its effectiveness• You can offload PR to an intern
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What is PR?What is PR?
“Public relations is a strategic communicationPublic relations is a strategic communication process that builds mutually beneficial
relationships between organizations and their publics.”
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PR: Old vs. New ApproachPR: Old vs. New Approach
By Bruno Clement, Workstream •6
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communicating with target audiences wherever they may be listening, talking
Traditional M di Your own ExhibitionsMedia
(print, online, broadcast,
radio)
Blogs, communities & social media
Your own website,
newsletters, communities
Exhibitions(on-site media
interviews, events/demos)radio)
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PR leverages a variety of tools…PR leverages a variety of tools…
C C t tCore Content
B li dSpeeches,
Events W biSocial
diCompendia:
Bylined articles
and postsInterviews,
quotes
Events(in-person,
associations, digital)
Webinars and
podcasts
media: Twitter,
Slideshare, communities
- News feeds- Microsite- Report
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Maximum Impact: Integratedp gPiece of C t tContent
Press New Biz White PaperBlog Release Support White PaperComments
LinkedIn Q&A Twitter Client
NewsletterExpert
CommentaryBulk Email
AlertNews Pages
Bylined articles Webinar
Influencer Outreach
Video Interview Series
SEO/Landing Page
Email to Prospects
Successful integrated marketing campaigns often center around content that can be leveraged across multiple channels.
The ability to develop clear and compelling messages backed by realistic and impactful marketing strategies is the key to any successful public relations program.
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Why Does PR Matter?Why Does PR Matter?
Amid pinkAmid pink slime, consumers
Goldman Sachs and a culture
want details about their food culture-
killing lesson being
food –USA Today
lesson being ignored–Fortune
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PR Moves People to ActionPR Moves People to Action
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PR Builds Trust, CredibilityPR Builds Trust, Credibility
• Builds relationships, not contact listsBuilds relationships, not contact lists• Creates dialogue, not email chains• Fosters peer to peer interaction not vendor toFosters peer to peer interaction, not vendor to
customer transactions• Highlights specialized expertise not silosHighlights specialized expertise, not silos• Showcases thought leadership, not marketing
speakspea• Demands ongoing engagement, not
project or sales mentalityp j y
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Why Does Trust Matter?Why Does Trust Matter?
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What Do People Trust?p
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Developing a PR Strategy
Analyze Media
Compare Against External
Media Landscape:Competitive audit, Media trends
Research Internal Dynamics: Dynamics
• Competitive landscape review
• What is your k t
Develop integrated content initiatives
Develop overarching
Dynamics:• Interview TMA
board & key committee members
• Review existing
Audit Social Conversations:Social chattermarket
position?• Where is there
opportunity?• How do others
currently
initiatives & timeline
• Multi-platform• Audience-
specific
o e a c gprogram messaging
gmarketing materials, plans, website
• Identify key business objectives and
Social chatter, primary influencers, digital news, SEO keywords
perceive you? specific• Trackable
jdifferentiators
• Conduct content audit
Survey Stakeholders & Prospects:Interview current and
i l b
Set goals, metrics
potential members, relevant 3rd parties • Measurement
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Key to Success: FocusKey to Success: Focus
Find your sweet spot and make it central to your y p ystrategy
Optimize that in as many ways as possibley y
Center your plan on a few key themes that address your members’ needs and support your y pp ybrand
Unify members around brand attributes & messages; without their support, your efforts fail
Set goals and reasonable timelines, but have the flexibility to adjust as you go
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Tactics & Tools Come LastTactics & Tools Come LastDon’t spray your message!
Have clear objectives, goals, benchmarks for each platform and each campaignfor each platform and each campaign
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Developing Media RelationshipsDeveloping Media Relationships• Strategic targeting: do your homework
B l b t ti diff ti t• Be clear about your expertise; differentiate• Have a timely purpose for calling (and
understand media definition of “timely”)understand media definition of timely )• Appeal to human nature: compliment; mention a
recent storyy• Be a resource: what can I do to help you?• Balance your agenda with theirsy g• Be responsive; respect deadlines
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Measuring SuccessPrioritize which marketing goals matter most for the program.Then, identify the right data to measure, including evaluating:
Awareness: number of media mentions, surveys, website t ffi / i it SEO k d i f t t i ltraffic/new visitors, SEO keywords, views of content, social mentions, influencer activation, Klout score
/ SSRelationships/Loyalty: consistent presence in key media, RSS subscribers, membership renewals, active members, repeat visitors, increase in social conversations
Sales (or related actions): social-only offer clicks/redemption, registrations, event attendance, new members, donations
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What Are Your Options?What Are Your Options?
Agency• Retainer, Project
Freelancer• Retainer, Hourly
Full-time Staff• Salary, BenefitsSalary, Benefits
Grad Student• School Credits HourlySchool Credits, Hourly
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Next StepsNext Steps
• Set news alerts and social listening program for keywords & your organizationListen
• TMA is an expert resource on _____W t b / t tAnswer • We want members/prospects to ____Answer
Y t i itiThi k • Your top priorities• What you want to change • The type of help you most need• External trigger points
Think About External trigger points
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Final Thoughts: PR Success
People want to know about people
Final Thoughts: PR Success
People want to know about people (all content should tell a “people” story)
Integration maximizes content impact (existing & new)
Laser-focus on goals and metrics (what do you want people to do)
Be nimble (revisit refine respond)(revisit, refine, respond)
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Questions?Questions?
Kellie SheehanKellie [email protected]: @kshePhone: 314-993-2117www.blisspr.comBlog.blisspr.com
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