Download - Omec workshop 26 april 2010 (final)
unleashing the power of PR!unleashing the power of PR!
Presented by Guru in a BottlePresented by Guru in a BottleMonday 26 April 2010 Monday 26 April 2010
Corus Hotel Hyde ParkLancaster GateLondon W2 3LG www.guruinabottle.com Copyright©2010. Guru in a Bottle. All Rights Reserved.
and who and who knows where knows where
it can take it can take you!you!
welcomewelcome
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BBC network radio & TV BBC network radio & TV & BBC world service & BBC world service
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what we’ll cover in the next sixty minutes…what we’ll cover in the next sixty minutes…
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what is PR?what is PR?
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PR = gimmicks?PR = gimmicks?
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PR = Sir Richard Branson?PR = Sir Richard Branson?
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PR = Max Clifford ?PR = Max Clifford ?
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PR = Advertising?PR = Advertising?
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PR = spin?PR = spin?
PR = no such thing as “bad” PR?PR = no such thing as “bad” PR?
++ ==
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effective PR = effective PR =
management of reputationmanagement of reputation
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(rather large) PR disasters...(rather large) PR disasters...and how to avoid themand how to avoid them
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As seen on TV!
As seen on TV!
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Los Angeles Times reported that the Goldman Sachs brand "has one of the worst reputations among the wider public of any big company in the U.S., according to a recent survey by Harris Interactive.
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5½ years prison 24 years prison
Andrew Fastow, CFO Jeff Skilling, CEO
Decline in the share price of EnronShare price ($)
segmentation techniquessegmentation techniques
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attitudes, values, beliefsattitudes, values, beliefs
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““inside out” or “outside in” ?inside out” or “outside in” ?
sourcesource
encodingencoding decodingdecoding
receiverreceiver
messagesmessages
background noisebackground noisebackground noisebackground noisefeedbackfeedback
two realms of understandingtwo realms of understanding
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messagingmessaging
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the “elevator pitch”the “elevator pitch”
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power of the narrativepower of the narrative
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it’s not what you offer it’s not what you offer but what you but what you deliverdeliver
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which channel
do you
use and when?
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print?print?
social social
networking?networking?
events?events?
broadcast?broadcast?
film?film?
mobile?mobile?
hospitality?hospitality?
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““receive mode”receive mode”
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The “Holy Trinity” of PR
News Release
Case Study
Background Brief
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news releasenews release
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case studycase study
background briefbackground brief
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measurement of media coveragemeasurement of media coverage
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Top 10 PR Top 10 PR
Tips!Tips!
1. Link PR objectives with organisation and business objectives
2. Have an insight into market and customer segments that can provide you with a competitive advantage in your PR
3. Make sure that you have a PR plan and that you have set milestones for the PR effort
4. Focus on your key PR messages - have no more than five and review even on a quarterly basis
5. Always consider using photography wherever possible
6. Don’t ignore traditional media channels such as print and put all your trust on online channels
7. Think creatively – a weak story can make it if it’s offered as an ‘exclusive’
8. Seek feedback from your customers and include testimonials in your PR
9. Measure output and outcome
10. Don’t give up – little and often works best!
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thanks for thanks for listening!listening!
This workshop was presented by
Ardi Kolah
Phone: 0207 580 2819
Mobile: 077100 77941
Email: [email protected]
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