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Getting the Message Right - November 2012
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Getting the Message Right - November 2012
1.
Getting the message
right Engaging customers to drive grassroots participation Sue Anstiss – Promote PR
2.
3.
4.
Why public relations?
5.
Who are you
targeting?
6.
Different motivations?
7.
Different influencers?
8.
Different messages?
9.
Same aspirations? Different products?
10.
Different language and
tone?
11.
Different media?
12.
How can you
reach them?
13.
14.
15.
Reading a local
newspaper weekly
16.
17.
18.
19.
20.
o
Location o Age o Sex o Keywords (in profile) o Interests o Education o Workplace o Relationship o Family o Languages
21.
22.
23.
Getting regular media
coverage. What’s in your tool kit…?
24.
1. Campaigns Creating an
umbrella for all your activity
25.
26.
2. Photography Choosing the
right image for your audience
27.
28.
29.
30.
3. Media Trials Getting
media engaged
31.
32.
33.
34.
35.
36.
4. Research Regional hooks
for national stories
37.
38.
39.
5. Real stories
with appeal
40.
41.
42.
6. Spokesperson Not
just your athletes
43.
44.
7. Seasonal stories
45.
46.
47.
48.
49.
8. Use new
media tools Bring life to your stories
50.
9. Have a
plan
51.
10. Measure results
52.
In Summary… 1. Identify
your target audience 2. Tailor your messages 3. Think ‘broad’ media 4. Try a variety of tools 5. Plan and measure
53.
54.
Sue Anstiss
01628 630363 sue.anstiss@promotepr.com www.promotepr.com
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