PR 101: Opportunities for Entrepreneurs
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Transcript of PR 101: Opportunities for Entrepreneurs
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Additional Generous Support By The William and Nona Heaslip Foundation
Generously Supported By
MaRS Best Practices Series
PUBLIC RELATIONS 101Opportunities for Entrepreneurs
Introducing the world of public relations. This MaRS Best Practices session – in partnership with PR powerhouse Hill & Knowlton – will show entrepreneurs how to leverage the value of PR in meeting both business and marketing goals. Relating specifically to a successful product/company launch, this interactive session will review the role, benefits and impact of public relations within the marketing mix and provide guidance on incorporating key PR strategies into business plans. Learn about critical success factors for effective PR, how and when to use PR in a strategic product launch and how best to evaluate a PR agency’s offering.
Thursday, January 21, 201012pm - 1:30pm, MaRS Centre, CR-3, 101 College Street, Toronto
Additional Generous Support By The William and Nona Heaslip Foundation
Light refreshments will be served. Registration is free but required. For more details and to register visit www.marsdd.com/PR101
In partnership with
Generously Supported By
MaRS Best Practices Series
PUBLIC RELATIONS 101Opportunities for Entrepreneurs
Introducing the world of public relations. This MaRS Best Practices session – in partnership with PR powerhouse Hill & Knowlton – will show entrepreneurs how to leverage the value of PR in meeting both business and marketing goals. Relating specifically to a successful product/company launch, this interactive session will review the role, benefits and impact of public relations within the marketing mix and provide guidance on incorporating key PR strategies into business plans. Learn about critical success factors for effective PR, how and when to use PR in a strategic product launch and how best to evaluate a PR agency’s offering.
Thursday, January 21, 201012pm - 1:30pm, MaRS Centre, CR-3, 101 College Street, Toronto
Additional Generous Support By The William and Nona Heaslip Foundation
Light refreshments will be served. Registration is free but required. For more details and to register visit www.marsdd.com/PR101
In partnership with
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January 21, 2010
Prepared by: Hill & Knowlton Canada 160 Bloor Street East, Suite 700 Toronto (Ontario) M4W 3P7 (416) 413-1218
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The Next 90 Minutes… • What is it? • Will it work? • Who will use it? • How do you make it? • How will you sell it? • What support do you
need? • Critical success
factors?
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What is PR?
• Media Relations
• Crisis
• Government
• Analysts
• Investors
• Community
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PR in Science &Technology • Subject Matter
Complexity
• Collateral Issues
• Number of Influencers
• Executive Reputation
• Breaking New Ground
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Does PR Work? • Client Value:
» Demand
» Distribution
» Partnerships
» Prospects
» Feedback
» Government
» Recognition
» Funding
Reputation
Credibility
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Criteria for Short-listing Technology Providers
Q8-14: Thinking about the technology products and services that you’re most involved in purchasing for your company, please indicate which of the following factors played an important role in the decision to put a supplier on your shortlist? Please use a 5-point scale where 1=not at all an important factor in my decision and 5=an extremely important factor in the decision.
Top 2 Box Among US, UK, Canada Tech Decision Makers
● Credibility/reputation is as important to Tech Decision Makers when they short list suppliers as superior product/service features, superior customer service and positive previous experience
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Sources of Influence • Personal Experience • Word of Mouth • Blogs & Chat Rooms • Industry Analyst Coverage • Internet Sites • Conferences & Trades
Shows • Media Coverage • Financial Analyst Coverage
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When & How to Use PR
Evolution
Application
Impact
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When & How to Use PR • Building Your Foundation
» Preparation • Launching Your Brand
» Engagement • Maximizing Your Momentum
» Energy
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Building the Foundation
• Influencer Map
• Key Messages
• Content Development
Preparation
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Influencer Map Journalists
Employees CEOs
Financial Analysts
Distributors Investors Bloggers Industry Analysts
CFOs
SMBs
CIOs
Resellers
Consumers
Policy-Makers Academics
Government IT Pros
App Developers Health
Automotive Manufacturing
Financial
Retail Telecommunications
Energy
Transportation
Identify, Profile & Prioritize
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Key Messages
• Defined: » Simple, Concise & Informative » Industry Trends & Issues » News Value & Storylines
• Deliverable: » Key Message Matrix » Story Pitch Book » “Rude” Q&A
Authentic, Believable & Credible
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Content Development • Press Kit
» Press Release » Corporate Backgrounder » Executive Biographies » Product Fact Sheet » FAQ » Executive & Product Images » Customer Testimonials » Partner Overview » B-Roll
• Web Site » About Us » Newsroom » Product Portfolio » Customers » Industry Sectors » Partners » Events » Resources
Accurate, Consistent & Compelling
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Content Development • Press Release
» Use the Inverted Pyramid » Create News Value » Know Your Audience » Email or Newswire » Alternatives – Story Pitch
● Corporate & Marketing » Sales Presentations » Investor Presentations » Partner/Investor Newsletters » Executive Speeches » Product Sell Sheets
» Product Brochures
Re-use, Recycle & Repurpose
Try Not To Bore People
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Building the Foundation
Influencer Map
Key Message Matrix
Rude Q&A
Story Pitch Book
Press Kit Materials
Web Site Content
Corporate Documents
Marketing Collateral
Press Release
Story Pitch Email
Distribution
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Launching Your Brand
• Executive Visibility
• Influencer Relations
• Social Media
Engagement
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Executive Visibility
• Team Effort
• Confidence & Passion
• Spokesperson Matrix
• Key Message Delivery Training
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Influencer Relations • Personal, Creative & Flexible • Series of Story Pitches • Analyst Briefings • Media Tours • Influencer Lunches • Conferences • Product Demo Program
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Social Media • Joining or Starting the Conversation
• Listen, Watch & Monitor
• Plans & Policies
• Commitment & Transparency
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Launching Your Brand
Executive Spokesperson Matrix Key Message Delivery Training Executive Availability
Story Pitch
Analyst Briefings
Media Tours
Influencer Lunches
Product Demo Program
Social Web Monitoring
Plans & Policies
Blogging & Podcasts
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Maximizing Your Momentum
• Customer Case Studies
• Thought Leadership
• Milestones
Energy
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Customer Case Studies • Business Objectives
• Innovative Features
• Business Benefits
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Thought Leadership • Speakers Bureau
• Bylined Articles
• E-Newsletters
• Blogs & Podcasts
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Milestones • Corporate
• Customers
• Partners
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Maximizing Your Momentum
Customer Case Studies Speakers Bureau
Byline Articles
E-Newsletters Blogs & Podcasts
Milestones
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Agency Support • When to Invest
» Determining your story » First media push » Establishing presence
• Budget Guidelines » Retainer » Discrete pricing » Draw down
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Agency Support
• What to look for » Flexibility » Scalability » Expertise
• Measurement » Expectations » Criteria
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Are You Ready? • Timing?
• Story?
• Spokesperson?
• Materials?
• Resources?
• Measurement?