Vanessa Marcie – Head of Marketing & Communications, Team Côte d’Azur

1. PR & BRANDING FOR GETTING, KEEPING & GROWING CUSTOMERS
vanessa marcie
Head of marketing & communications
Team côte d’azur

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WHAT IS BRANDING?

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WHAT IS BRANDING?

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WHAT IF?

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WHAT IS PUBLIC RELATIONS?
• PUBLIC RELATIONS (PR) IS THE WAY ORGANISATIONS, COMPANIES AND INDIVIDUALS
COMMUNICATE WITH THE PUBLIC AND MEDIA. A PR SPECIALIST COMMUNICATES WITH
THE TARGET AUDIENCE DIRECTLY OR INDIRECTLY THROUGH MEDIA WITH AN AIM TO
CREATE AND MAINTAIN A POSITIVE IMAGE AND CREATE A STRONG RELATIONSHIP
WITH THE AUDIENCE.

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WHY?

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WHY?
• BRAND RECOGNITION
• ATTRACT NEW USERS/MARKET TRACTION
• INVESTOR INTEREST
• RAISE PROFILE WITH POTENTIAL PARTNERS/CREDIBILITY
• RECRUIT GREAT PEOPLE

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WHO?
• INFLUENCERS
• BLOGGERS
• INDUSTRY ANALYSTS (GARTNER)
• JOURNALISTS

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WHERE?
• OFFLINE
• TRADE/CONSUMER MEDIA (MAGAZINE/NEWSPAPER)
• CONFERENCES/NETWORKING EVENTS
• ONLINE
• BLOGS
• ONLINE COMMUNITIES
• SOCIAL MEDIA

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HOW?
• DATABASE (CISION-GORKANA)
• PRESS RELEASE
• SOCIAL MEDIA
• BECOME AN EXPERT IN YOUR FIELD
• HOLD BRIEFINGS
• POST MEDIA RELEASE TO THE WIRES (NEWSWIRES)
• BLOG YOUR WAY TO SUCCESS ON A HIGH-PROFILE SITE (FORBES)

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WHAT?
• craft compelling pitches and press releases
• News related Stories
• Customers Testimonials
• Company Results
• Create a survey/piece of research
• Use infographics as outreach bait

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WHEN?
• Plan your pr
• Offline (Quaterly/Monthly/weekly/yearly)
• Online (Weekly/Daily)
• Release regular stories
• Don’t forget to track the coverage!

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WHAT IS A MEDIA LIST?
• EXCEL SPREADSHEET
• MEDIA OUTLET (INDUSTRY/COUNTRY/ CIRCULATION&TRAFFIC/ PRIORITY (T1/T2/T3)
• JOURNALIST CONTACT DETAILS (NAME/EMAIL/SOCIAL MEDIA PROFIL/EXPERTISE/

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TIPS TO WRITE A GOOD PRESS RELEASE
• CRAFT A HOOK
• ADD A GREAT HEADLINE
• MAKE THE "WHO" AND "WHAT" OBVIOUS
• GET RIGHT TO THE POINT IN THE FIRST PARAGRAPH
• INCLUDE HARD NUMBERS
• AVOID JARGON
• ADD SOME QUOTES CUSTOMER AND EXPERT QUOTES

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TIPS TO WRITE A GOOD PRESS RELEASE
• Provide resources
• Use real names
• Include an “About Us” section
• Include your company logo
• Include a media contact
• One page is best and two is the maximum
• proofread
• Share your news

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PR CHECK LIST
• DISCOVER YOUR TARGET AUDIENCE
• DETERMINE YOUR KEY MESSAGE
• SELECT YOUR TARGET JOURNALISTS AND HOW TO REACH THEM
• BUILD RELATIONSHIPS FIRST
• PICK A SPOKESPERSON

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PR CHECK LIST
• INTEGRATE SEO STRATEGY INTO YOUR PR CAMPAIGN
• TAKE PRESS PHOTOS
• STRIKE EARLY IN THE MORNING
• PUT THE PHONE DOWN -- SEND YOUR PITCH VIA EMAIL FIRST
• BE PREPARED FOR THINGS TO GO WRONG

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GOT A BUDGET?
• AGENCY VS ADVERTISING

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And don’t forget…

26. THANK YOU
VMARCIE@TEAMCOTEDAZUR.FR
TWITTER @VMARCIE

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WHERE DO YOU WANT TO START UP ?
COTE D’AZUR WELCOMES TALENTS