Making PR Pay. Louise Naqvi PR Consultant

Transcription

1 Making PR Pay Louise Naqvi PR Consultant

2 Discussion points The role of PR in helping achieve your business objectives How the media works Practical examples and case studies Identifying opportunities to place stories in the media The influence of Social Media and digital platforms Measurement and evaluation

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4 So what is PR? Simply defined: Public relations (PR) is the practice of managing the spread of information between an individual or an organization and the public. More latterly described as; Public relations is about reputation the result of what you do, what you say and what others say about you. Public relations is the discipline that looks after an organisation's reputation. Its aim is to win understanding and support, and influence opinion and behaviour. It establishes and maintains goodwill and mutual understanding between an organisation and its publics Chartered Institute of Public Relations (CIPR) Definition continues to evolve more modern definitions include focus on contribution to organisational performance and business outcomes

5 It s a balancing act.

6 Perception Who? What is the intended outcome of your marketing and PR campaigns, and the design of your organisation overall, if it s not to get stakeholders to think and behave as you d like, and to be sensitive to how they d like you to think and behave? Philip Sheldrake. The Business of Influence, 2011 Investors Pressure groups Local community The Media Employees Clients/ Customers Reputation Influence Gov t

7 Why?

8 If you don t your competitors will!! Benefits Raise awareness and understanding of your services/products/expertise Share of voice on issues that matter Brand building Employees as ambassadors Evidence your values/what you stand for Enhance activities (events, sales campaigns, launches) Reputation Management Influence sales Gain insights

9 How? Paid media Reputation management Earned media Networking and events PR Owned media Sponsorships Social media Internal relations Media relations

10 Brand building

11 Harnessed research to help retail technology provider deliver brand messages through the media and social channels in support of sales campaign. Created content to help open doors, both in terms of media coverage and new business leads. Results: 60+ pcs of coverage XX report downloads

12 Media generally works to 8 core news values; How the media works Prominence/Celebrity Proximity Timeliness Currency Impact Conflict Unusual Human interest RELEVANCE

13 Currency Opinion on key news issues

14 Conflict

15 Timeliness - Impact Rapid response/comment Blog article written and published same day Press release written and circulated Landing page updated on PPC campaign on 19 th and campaign expanded Results: 14 mentions across national and trade press Over 400 policies sold directly through PPC in August c.1700 total Ash bolt-ons selected since 19 th From average 5 per day to over 100 per day in From 1% take up of the bolt on to 15% take up (peaking at 40% on 21 st Aug)

16 Appointments Business wins/deals Financials Proprietary data Product reviews Conferences/events Research Partnerships Awards Commentary News hijacking Forward features Blogs So how can I use news?

17 Research/Surveys

18 Social Media: O2 Service outage - Crisis Response

19 No silver bullet metric/tool Measurement and Evaluation AVE* method traditional but flawed Measurement allows us to demonstrate PR's impact on pre-defined business goals and outcomes Focus and clear objectives from the outset make effective measurement easier Right tool = no second guessing on success if desired outcome met it s working

20 So to sum up Align PR to strategic business objectives - don t treat as an afterthought Remember the 8 core news values Timing can be everything Don t need to rely on news creation Planned, sustained, varied execution Appoint or recruit an expert Focus on the key desired goal/outcome and measure against it Always remember that you are the expert! Now go forth and be newsworthy!

21 Any Questions..?