Additional Generous Support By The William and Nona Heaslip Foundation

Generously Supported By

MaRS Best Practices Series

PUBLIC RELATIONS 101Opportunities for Entrepreneurs

Introducing the world of public relations. This MaRS Best Practices session – in partnership with PR powerhouse Hill & Knowlton – will show entrepreneurs how to leverage the value of PR in meeting both business and marketing goals. Relating specifically to a successful product/company launch, this interactive session will review the role, benefits and impact of public relations within the marketing mix and provide guidance on incorporating key PR strategies into business plans. Learn about critical success factors for effective PR, how and when to use PR in a strategic product launch and how best to evaluate a PR agency’s offering.

Thursday, January 21, 201012pm - 1:30pm, MaRS Centre, CR-3, 101 College Street, Toronto

Additional Generous Support By The William and Nona Heaslip Foundation

Light refreshments will be served. Registration is free but required. For more details and to register visit www.marsdd.com/PR101

In partnership with

Generously Supported By

MaRS Best Practices Series

PUBLIC RELATIONS 101Opportunities for Entrepreneurs

Introducing the world of public relations. This MaRS Best Practices session – in partnership with PR powerhouse Hill & Knowlton – will show entrepreneurs how to leverage the value of PR in meeting both business and marketing goals. Relating specifically to a successful product/company launch, this interactive session will review the role, benefits and impact of public relations within the marketing mix and provide guidance on incorporating key PR strategies into business plans. Learn about critical success factors for effective PR, how and when to use PR in a strategic product launch and how best to evaluate a PR agency’s offering.

Thursday, January 21, 201012pm - 1:30pm, MaRS Centre, CR-3, 101 College Street, Toronto

Additional Generous Support By The William and Nona Heaslip Foundation

Light refreshments will be served. Registration is free but required. For more details and to register visit www.marsdd.com/PR101

In partnership with

January 21, 2010

Prepared by: Hill & Knowlton Canada 160 Bloor Street East, Suite 700 Toronto (Ontario) M4W 3P7 (416) 413-1218

3

The Next 90 Minutes… • What is it? • Will it work? • Who will use it? • How do you make it? • How will you sell it? • What support do you

need? • Critical success

factors?

4

What is PR?

•  Media Relations

•  Crisis

•  Government

•  Analysts

•  Investors

•  Community

5

PR in Science &Technology • Subject Matter

Complexity

• Collateral Issues

• Number of Influencers

• Executive Reputation

• Breaking New Ground

6

Does PR Work? • Client Value:

» Demand

» Distribution

» Partnerships

» Prospects

»  Feedback

»  Government

»  Recognition

»  Funding

Reputation

Credibility

7

Criteria for Short-listing Technology Providers

Q8-14: Thinking about the technology products and services that you’re most involved in purchasing for your company, please indicate which of the following factors played an important role in the decision to put a supplier on your shortlist? Please use a 5-point scale where 1=not at all an important factor in my decision and 5=an extremely important factor in the decision.

Top 2 Box Among US, UK, Canada Tech Decision Makers

●  Credibility/reputation is as important to Tech Decision Makers when they short list suppliers as superior product/service features, superior customer service and positive previous experience

8

Sources of Influence • Personal Experience • Word of Mouth • Blogs & Chat Rooms •  Industry Analyst Coverage •  Internet Sites • Conferences & Trades

Shows • Media Coverage • Financial Analyst Coverage

When & How to Use PR

Evolution

Application

Impact

When & How to Use PR • Building Your Foundation

» Preparation • Launching Your Brand

» Engagement • Maximizing Your Momentum

» Energy

11

Building the Foundation

• Influencer Map

• Key Messages

• Content Development

Preparation

12

Influencer Map Journalists

Employees CEOs

Financial Analysts

Distributors Investors Bloggers Industry Analysts

CFOs

SMBs

CIOs

Resellers

Consumers

Policy-Makers Academics

Government IT Pros

App Developers Health

Automotive Manufacturing

Financial

Retail Telecommunications

Energy

Transportation

Identify, Profile & Prioritize

13

Key Messages

• Defined: » Simple, Concise & Informative » Industry Trends & Issues » News Value & Storylines

• Deliverable: » Key Message Matrix » Story Pitch Book » “Rude” Q&A

Authentic, Believable & Credible

14

Content Development • Press Kit

» Press Release » Corporate Backgrounder » Executive Biographies » Product Fact Sheet » FAQ » Executive & Product Images » Customer Testimonials » Partner Overview » B-Roll

• Web Site » About Us » Newsroom » Product Portfolio » Customers » Industry Sectors » Partners » Events » Resources

Accurate, Consistent & Compelling

15

Content Development • Press Release

» Use the Inverted Pyramid » Create News Value » Know Your Audience » Email or Newswire » Alternatives – Story Pitch

Email

●  Corporate & Marketing »  Sales Presentations »  Investor Presentations »  Partner/Investor Newsletters »  Executive Speeches »  Product Sell Sheets

»  Product Brochures

Re-use, Recycle & Repurpose

Try Not To Bore People

16

Building the Foundation

Influencer Map

Key Message Matrix

Rude Q&A

Story Pitch Book

Press Kit Materials

Web Site Content

Corporate Documents

Marketing Collateral

Press Release

Story Pitch Email

Distribution

17

Launching Your Brand

• Executive Visibility

• Influencer Relations

• Social Media

Engagement

18

Executive Visibility

•  Team Effort

• Confidence & Passion

• Spokesperson Matrix

• Key Message Delivery Training

19

Influencer Relations •  Personal, Creative & Flexible •  Series of Story Pitches •  Analyst Briefings •  Media Tours •  Influencer Lunches •  Conferences •  Product Demo Program

20

Social Media •  Joining or Starting the Conversation

•  Listen, Watch & Monitor

•  Plans & Policies

•  Commitment & Transparency

21

Launching Your Brand

Executive Spokesperson Matrix Key Message Delivery Training Executive Availability

Story Pitch

Analyst Briefings

Media Tours

Influencer Lunches

Product Demo Program

Social Web Monitoring

Plans & Policies

Blogging & Podcasts

22

Maximizing Your Momentum

• Customer Case Studies

• Thought Leadership

• Milestones

Energy

23

Customer Case Studies • Business Objectives

•  Innovative Features

• Business Benefits

24

Thought Leadership • Speakers Bureau

• Bylined Articles

• E-Newsletters

• Blogs & Podcasts

25

Milestones • Corporate

• Customers

• Partners

26

Maximizing Your Momentum

Customer Case Studies Speakers Bureau

Byline Articles

E-Newsletters Blogs & Podcasts

Milestones

27

Agency Support •  When to Invest

» Determining your story » First media push » Establishing presence

•  Budget Guidelines » Retainer » Discrete pricing » Draw down

28

Agency Support

•  What to look for » Flexibility » Scalability » Expertise

•  Measurement » Expectations » Criteria

29

Are You Ready? •  Timing?

•  Story?

•  Spokesperson?

•  Materials?

•  Resources?

•  Measurement?

30

Mary Keating mary.keating@hillandknowlton.ca 416-413-4638

David Chin david.chin@hillandknowlton.ca 416-413-4633

Questions