introduction to b2b public relations

PUBLIC RELATIONS: CREATING AWARENESS,

MAKING AN IMPACTApril 19, 2012

BlissPR OverviewBlissPR OverviewBlissPR is a full service communications firm that helps B2B companies differentiate themselves through ideas & thought leadershipdifferentiate themselves through ideas & thought leadership.

Founded in 1975 Offices in New York,

Chicago, St. Louis and Atlanta

Our Practice Groups Financial services Professional Atlanta

Members of WorldCom, largest independent network of PR firms

services Healthcare

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Today’s AgendaToday s Agenda

• PR MythsPR Myths• How does PR work?• Building brand awarenessg• Tips for media success• Developing a PR strategyp g gy• Where do you go from here?

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PR MythsPR Myths

• PR = Press Release• You can turn to it sporadically when there’s time• The media never gets it right• You should see immediate results• It’s impossible to measure its effectiveness• You can offload PR to an intern

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What is PR?What is PR?

“Public relations is a strategic communicationPublic relations is a strategic communication process that builds mutually beneficial

relationships between organizations and their publics.”

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PR: Old vs. New ApproachPR: Old vs. New Approach

By Bruno Clement, Workstream •6

communicating with target audiences wherever they may be listening, talking

Traditional M di Your own ExhibitionsMedia

(print, online, broadcast,

radio)

Blogs, communities & social media

Your own website,

newsletters, communities

Exhibitions(on-site media

interviews, events/demos)radio)

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PR leverages a variety of tools…PR leverages a variety of tools…

C C t tCore Content

B li dSpeeches,

Events W biSocial

diCompendia:

Bylined articles

and postsInterviews,

quotes

Events(in-person,

associations, digital)

Webinars and

podcasts

media: Twitter,

Slideshare, communities

- News feeds- Microsite- Report

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Maximum Impact: Integratedp gPiece of C t tContent

Press New Biz White PaperBlog Release Support White PaperComments

LinkedIn Q&A Twitter Client

NewsletterExpert

CommentaryBulk Email

AlertNews Pages

Bylined articles Webinar

Influencer Outreach

Video Interview Series

SEO/Landing Page

Email to Prospects

Successful integrated marketing campaigns often center around content that can be leveraged across multiple channels.

The ability to develop clear and compelling messages backed by realistic and impactful marketing strategies is the key to any successful public relations program.

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Why Does PR Matter?Why Does PR Matter?

Amid pinkAmid pink slime, consumers

Goldman Sachs and a culture

want details about their food culture-

killing lesson being

food –USA Today

lesson being ignored–Fortune

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PR Moves People to ActionPR Moves People to Action

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PR Builds Trust, CredibilityPR Builds Trust, Credibility

• Builds relationships, not contact listsBuilds relationships, not contact lists• Creates dialogue, not email chains• Fosters peer to peer interaction not vendor toFosters peer to peer interaction, not vendor to

customer transactions• Highlights specialized expertise not silosHighlights specialized expertise, not silos• Showcases thought leadership, not marketing

speakspea• Demands ongoing engagement, not

project or sales mentalityp j y

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Why Does Trust Matter?Why Does Trust Matter?

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What Do People Trust?p

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Developing a PR Strategy

Analyze Media

Compare Against External

Media Landscape:Competitive audit, Media trends

Research Internal Dynamics: Dynamics

• Competitive landscape review

• What is your k t

Develop integrated content initiatives

Develop overarching

Dynamics:• Interview TMA

board & key committee members

• Review existing

Audit Social Conversations:Social chattermarket

position?• Where is there

opportunity?• How do others

currently

initiatives & timeline

• Multi-platform• Audience-

specific

o e a c gprogram messaging

gmarketing materials, plans, website

• Identify key business objectives and

Social chatter, primary influencers, digital news, SEO keywords

perceive you? specific• Trackable

jdifferentiators

• Conduct content audit

Survey Stakeholders & Prospects:Interview current and

i l b

Set goals, metrics

potential members, relevant 3rd parties • Measurement

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Key to Success: FocusKey to Success: Focus

Find your sweet spot and make it central to your y p ystrategy

Optimize that in as many ways as possibley y

Center your plan on a few key themes that address your members’ needs and support your y pp ybrand

Unify members around brand attributes & messages; without their support, your efforts fail

Set goals and reasonable timelines, but have the flexibility to adjust as you go

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Tactics & Tools Come LastTactics & Tools Come LastDon’t spray your message!

Have clear objectives, goals, benchmarks for each platform and each campaignfor each platform and each campaign

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Developing Media RelationshipsDeveloping Media Relationships• Strategic targeting: do your homework

B l b t ti diff ti t• Be clear about your expertise; differentiate• Have a timely purpose for calling (and

understand media definition of “timely”)understand media definition of timely )• Appeal to human nature: compliment; mention a

recent storyy• Be a resource: what can I do to help you?• Balance your agenda with theirsy g• Be responsive; respect deadlines

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Measuring SuccessPrioritize which marketing goals matter most for the program.Then, identify the right data to measure, including evaluating:

Awareness: number of media mentions, surveys, website t ffi / i it SEO k d i f t t i ltraffic/new visitors, SEO keywords, views of content, social mentions, influencer activation, Klout score

/ SSRelationships/Loyalty: consistent presence in key media, RSS subscribers, membership renewals, active members, repeat visitors, increase in social conversations

Sales (or related actions): social-only offer clicks/redemption, registrations, event attendance, new members, donations

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What Are Your Options?What Are Your Options?

Agency• Retainer, Project

Freelancer• Retainer, Hourly

Full-time Staff• Salary, BenefitsSalary, Benefits

Grad Student• School Credits HourlySchool Credits, Hourly

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Next StepsNext Steps

• Set news alerts and social listening program for keywords & your organizationListen

• TMA is an expert resource on _____W t b / t tAnswer • We want members/prospects to ____Answer

Y t i itiThi k • Your top priorities• What you want to change • The type of help you most need• External trigger points

Think About External trigger points

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Final Thoughts: PR Success

People want to know about people

Final Thoughts: PR Success

People want to know about people (all content should tell a “people” story)

Integration maximizes content impact (existing & new)

Laser-focus on goals and metrics (what do you want people to do)

Be nimble (revisit refine respond)(revisit, refine, respond)

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Questions?Questions?

Kellie SheehanKellie Sheehankellie@blisspr.comTwitter: @kshePhone: 314-993-2117www.blisspr.comBlog.blisspr.com

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