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Image Building Public Relations

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What is PR (and why should I do it?) PR is most used, least understood ... Can everyone in your organization tell that story...succinctly. Can anyone??? 8 ... – PowerPoint PPT presentation

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Title: Image Building Public Relations


1
Image Building Public Relations
  • Joseph C. Nahil, APR
  • Christopher M. Nahil

2
Workshop Agenda
  • How this will work
  • Interactive!
  • Experiential!
  • Ask, ask, ask
  • What is Public Relations?
  • Developing Your Story
  • Telling Your Story

3
What is PR (and why should I do it?)
  • PR is most used, least understood communications
    tool
  • PR involves story telling on a wide basis
  • Earned media vs. paid media

4
The Communications Universe
  • Public relations
  • Advertising
  • Direct marketing
  • Promotions
  • Sales
  • Interactive
  • Marketing literature
  • Events
  • Investor relations
  • Government relations
  • Community relations

5
What is PR (and why should I do it)?
  • Third-party validation of story
  • Condition buying environment
  • Provide some control over how your story is told
  • If you dont, your competitor will

6
The PR Toolkit
  • News releases
  • Features
  • Speeches
  • Industry events
  • Bylined articles
  • PSAs, calendars
  • Internal Communications
  • Individual pitches, exclusives
  • Interactive media
  • Financial communications
  • Government
  • Community

7
It Starts with a Story
  • Do you have a company story?
  • Can everyone in your organization tell that
    storysuccinctly
  • Can anyone???

8
What Makes a Good Story
  • Story is built on messages convergence of
    reality, aspirations and competition
  • Who are you?
  • What do you do?
  • Why do you do it better than others?
  • Whats your unique offer?
  • What are you biggest hurdles?
  • Who, exactly, is your audience/customer?
  • Good messages
  • Compelling, credible, consistent
  • Focused tightly on benefits and results
  • Magnify strengths (credibly)
  • Diminish weaknesses (credibly)
  • Adjust to accommodate change

9
Developing Your Story
  • Research, workshop, agreement
  • Internal communications, acceptance
  • External communications, acceptance
  • Monitor and revise

10
Youre Such a Lovely Audience
  • Who is your real audience?
  • Be sure about the group(s) you want to reach
  • Know why you want to speak to them
  • Understand what you can offer them
  • Determine where these companies, individuals,
    organizations congregate
  • Seek multiple channels to reach them

11
Now, Tell Your Story
  • Set measurable realistic PR goals
  • Write a (flexible) plan
  • Get internal buy-in
  • Be consistent and patient
  • Adjust to the market
  • Use the right PR tool

12
How to Write News Release
  • Journalistic Style
  • inverted pyramid
  • who, what, where, when,
  • Use quotes for how and why

13
News Release Format
  • Title
  • Subhead
  • Lead
  • Context/Amplifier/Explainer
  • Quote
  • Amplifier
  • Conclusion
  • Boilerplate
  • Contact information

14
Good Media Relations
  • Understand readership
  • Understand writer/editor
  • Know deadlines and be respectful of them
  • Always keep in mind the so what?
  • Communicatedont flack

15
Whats the point?
  • All communications disciplines reflect the
    business model and successes of an organization
  • Done well, these disciplines will support and
    drive any business model
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