PublicitySuccessWebinar020708

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Information about PublicitySuccessWebinar020708

Published on July 2, 2008

Author: knowhownow

Source: slideshare.net

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The Publicity Success Webinar presentation from 2 July 2008

Know-How Now Business Success Webinar Series. sponsored by: Something to Talk About? PR Strategies to Give Your Business a Voice

Something to Talk About? PR Strategies to Give Your Business a Voice. Suzi Dafnis Australian Businesswomen’s Network

Something to Talk About? PR Strategies to Give Your Business a Voice. Fiona De Zotti Australian Businesswomen’s Network

Something to Talk About? PR Strategies to Give Your Business a Voice. Corrie McLeod Espresso Communications Corrie McLeod is the managing director and founder of Espresso Communications, a full-service communications consultancy. Established in 2004, Espresso adopts a distinct flavour in connecting with its stakeholders and its communication techniques including client counsel and relating with clients audiences.

Something to Talk About? PR Strategies to Give Your Business a Voice. Kate Sykes careermums.com.au Kate Sykes is the founder of www.careermums.com.au - the first national online jobs board and candidate board connecting skilled parents to flexible and part time jobs. Employers and recruiters can list their full time, part time, job share, contract, casual, freelance and volunteer jobs on CareerMums for 30 days.

What is PR? When do I have a story to tell? The Media Landscape The media release Agenda Something to Talk About? PR Strategies to Give Your Business a Voice.

What is PR?

When do I have a story to tell?

The Media Landscape

The media release

A deliberate, planned and sustained effort to institute and maintain mutual understanding between an organisation and its publics The marketing mix could include: What is PR? Something to Talk About? PR Strategies to Give Your Business a Voice. Media relations Advertising Direct mail Community relations Special Events Newsletters Sponsorships Speaking Opportunities

A deliberate, planned and sustained effort to institute and maintain mutual understanding between an organisation and its publics

The marketing mix could include:

Media relations

Advertising

Direct mail

Community relations

Special Events

Newsletters

Sponsorships

Speaking Opportunities

Have You….. Written a media release? Contacted a journalist with a story idea? Generated media coverage for your company? You and PR Something to Talk About? PR Strategies to Give Your Business a Voice.

Have You…..

Written a media release?

Contacted a journalist with a story idea?

Generated media coverage for your company?

Launch a new product Increasing awareness 3 rd party endorsement adds credibility Profile building for possible business sale or deal Attract staff Why do PR? Something to Talk About? PR Strategies to Give Your Business a Voice.

Launch a new product

Increasing awareness

3 rd party endorsement adds credibility

Profile building for possible business sale or deal

Attract staff

Novelty Trends and Issues Proximity Human Interest What makes news? Something to Talk About? PR Strategies to Give Your Business a Voice. Prominence Conflict Impact Currency

Novelty

Trends and Issues

Proximity

Human Interest

Prominence

Conflict

Impact

Currency

Conduit of information for your key audiences “ Stand in” for viewers or readers Public filters Want a good story Breaking news Features and trends Trained to skeptical and inquisitive Journalist Traits Something to Talk About? PR Strategies to Give Your Business a Voice.

Conduit of information for your key audiences

“ Stand in” for viewers or readers

Public filters

Want a good story

Breaking news

Features and trends

Trained to skeptical and inquisitive

Media Outlet ‘Personallity’ Something to Talk About? PR Strategies to Give Your Business a Voice. Characteristics Look for neighbourhood relevance; often more junior; fewer staff; Take wire reports Local Lower Credibility; highly sensational; typically inaccurate;consumer focused Tabloids Very emotive; can be more sensational; wide-read and spread; high credibility; consumer oriented General Interest Less opportunity for placements; very talented writers; trend oriented; mid-week deadlines Business Weeklies Well read in your community; set industry news standards; experienced journalists; more in-depth; highly specialised knowledge; easier deadlines Science/research Very hungry; set industry news standards; often staffed with more novice journalists; more in-depth; highly specialised knowledge; easier deadlines Trades Medium

Media Outlet ‘Personality’ Something to Talk About? PR Strategies to Give Your Business a Voice. Characteristics Variable news cycles; lots of space to fill; more irreverent; 24/7; less factual Internet Public markets; breaking news; “never ending” stories; short news cycles; limited features Wires Hard deadlines; “sectioned” out; hard news oriented Dailies All of the above and more stories; niche areas; softer news bias TV/Cable Top-line; hard deadlines; visual; emotional; competitive; fewer stories TV/Broadcast Medium

What is the average amount of time spent by a journalist reading a media release? 10 Seconds? 30 Seconds? 60 Seconds? 2 Minutes? Media Releases – A Poll Something to Talk About? PR Strategies to Give Your Business a Voice.

What is the average amount of time spent by a journalist reading a media release?

10 Seconds?

30 Seconds?

60 Seconds?

2 Minutes?

On average, journalists spend an average of 10 seconds reading each release More than 85% of releases end up in the bin within 11 seconds Some journalists get 40 media releases an hour Media Release Something to Talk About? PR Strategies to Give Your Business a Voice.

On average, journalists spend an average of 10 seconds reading each release

More than 85% of releases end up in the bin within 11 seconds

Some journalists get 40 media releases an hour

Write a good release OR Pitch a story to a specific publication Develop a relationship with a journalist Offer case studies Reaching the Media Something to Talk About? PR Strategies to Give Your Business a Voice.

Write a good release

OR

Pitch a story to a specific publication

Develop a relationship with a journalist

Offer case studies

The Inverted Pyramid Something to Talk About? PR Strategies to Give Your Business a Voice.

Who, what, where, when, how and why? Inverted Pyramid The Cover Note Language The Headline The Follow Up The Media Release Something to Talk About? PR Strategies to Give Your Business a Voice.

Who, what, where, when, how and why?

Inverted Pyramid

The Cover Note

Language

The Headline

The Follow Up

Consider why your information makes news Understand the publication you are contacting and who their readers are Write a great media release, and Follow up! In Summary Something to Talk About? PR Strategies to Give Your Business a Voice.

Consider why your information makes news

Understand the publication you are contacting and who their readers are

Write a great media release, and

Follow up!

MentorNet Imagine the success your business could achieve with the help of a Mentor. Hurry! The next MentorNet program starts on 23 September . Grow your Business with the help of a Mentor

Know-How Now Business Success Webinar Series. Goverment Programs and Support for Small Business Need help? Get official information on grants, financial aid, skill training and other benefits from both the state and federal government. It's easier than you think. Programs and funding to help your business grow National - 16 July 2008 sponsored by:

Belonging has Benefits Pay-as-you-go membership is just $20 a month

Join the The Know-How Now Community Start a discussion Participate Network What’s Next? Something to Talk About? PR Strategies to Give Your Business a Voice. Thank you!

Join the The Know-How Now Community

Start a discussion

Participate

Network

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