how to build a brand using pr - webinar
TRANSCRIPT
House Keeping
Slides will be available on our SlideShare page, link will be emailed to you
Recording of the webinar will be available to download, link will be emailed
Take the time to complete post-webinar survey that will pop up at the end
You can type your questions throughout the session
Time will be allocated in the end for the speaker to address your questions
What is Public Relations?
“Public Relations practise is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics.” (IPR)
- goodwill and understanding, not necessarily approval or popularity
Public Relations Functions
- consumer- product- corporate- issues and crisis- financial - government- internal- partners- stakeholders
The Planning Process (in order)
ANALYSIS OBJECTIVES
PUBLICS
MESSAGES
STRATEGY
TACTICS
TIMESCALES
RESOURCES
EVALUATION
REVIEW
Messages
- informal- low cost- direct sell- ticketless- one class- no “free lunch”- fair and transparent- taking on the big boys
In Summary
- identify where you are now- decide where you want to be- articulate what you want to say and to whom- deliver your message- be brave, innovative and unique