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Louise Findlay-Wilson, PR Pro, BIG Jelly 25th March 2011

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Janette Minihane
Janette Minihane

This is the presentation by Louise Findlay-Wilson of PR Pro on how to make your business famous, delivered to the BIG Jelly on 25th March 2011

Business
1  sur  34
Some names we have worked with
Today Advertising vs PR How to spot the news in your business How to create news ‘Selling in’ your story Looking like a market leader/expert Social media – where does it fit?
What is PR ? “The planned and sustained communications between an organisation and the audiences that matter to it - driving that audience to behave in a certain way”
Have the end in mind Who do I need to reach….? What do I want them to do….? So, what must they think about us….?
How Today…the media…
Advertising vs PR What’s the difference?
Advertising vs PR Advertising = control ,[object Object]
With PR you can’t,[object Object]
Editorial is 3.5 times more powerful than advertising,[object Object]
You can’t advertise everywhere…
But you can publicise everywhere!,[object Object]
News
Classic news Award wins Business wins Expansion Product/service launch Appointment Charity event Anniversary Human interest
Creating news? Piggyback on wider news Host an event Sponsor something relevant Give a talk/lecture Run a competition Make a prediction Express an opinion
Tools for creating news FENS Google alerts Web polls – Linkedin
What are the rules?
Always think ‘so what’ News that’s important to you doesn’t necessarily matter to the reader, viewer or listener! If it doesn’t pass the ‘so what’ rule, don’t bother
Building in the ‘so what’… New office New product
Power words!
Selling in your story...
Have I got news for you! Timely 60 seconds pitch Introduce yourself Get to the punchline of your story If you were in a pub and it was an anecdote, how would you tell it?
Looking like a leader
Looking like a leader Expert Guides Research
Expert Guides
Expert Guides Launch it in media Expert feature material Site download – but data capture Blog/Tweet about it Link back to it At exhibitions Customer giveaways Basis for events
Research
Research ,[object Object]
On your website
Drive people you know to take part
Interesting and topical
Supplement your news with relevant stats
Plug news gaps or support a story,[object Object]

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