stand out from the crowd - ifsec global · © sirius communications 2015 1 stand out from the crowd...

1 © Sirius Communications 2015

Stand out from the crowd An introduction to the power of PR

Austen Lees, Sirius Comms Supported by Jane Gallagher, Helistrat Wednesday 17 June 2015

2

What is PR?

© Sirius Communications 2015


“Next to doing the right thing, the most important thing is to let people know you are doing the right thing.”

John D. Rockefeller


“People do not buy goods and services, they buy relationships, stories and magic.”

Seth Godin

5

What is the opportunity for your business?

• Become a voice of authority in your sector

• Cement a distinct and positive market position

• Build your reputation

• Raise your profile

• Amplify your marketing and sales activity

• Influence stakeholders


6

Where does PR fit in your communications mix?

• Contrasts and supports marketing activity

• Most effective when employed hand-in-hand

• Improves landscape for marketing and sales activity

• Research vital

• Presents two way communication opportunity

• Provides qualitative feedback and evaluation


7

In-house or Agency

• In-House – Access to decision makers

– Closer to the business

– Easier to build relationships

– Depth of knowledge

• Agency – Cost effective

– Capability and capacity

– Experience and contacts

– Choose the right agency


9

New face of PR


11

Developing a PR strategy



KISS Keep It Simple & Strategic

13

No strategy = no direction

• Strategy should provide:

– Overall approach

– Guiding principles

– Linkage to business plan

• Focused on issues and opportunities

• NOT the same as an objective

• Comes before your tactics


14

Planning example

Objective Objective

Publicise new product or service Establish market leader perception


Strategy Strategy

Create media relations campaign Position spokesperson as voice of authority

Tactics Tactics

Media list and briefings Features

Product listings Research based reports

Press releases Speaker platforms

Interviews Industry forums

Site visits Awards schemes

15

Planning checklist

1. Objectives

2. Audiences

3. Issues

4. Strategy

5. Messages

6. Tactics

7. Timetable

8. Budget

9. Measurement

10. Resources



How to make a journalist happy…

17

How to make a journalist happy…

• Give them news (interesting, current)

• Give them an exclusive • Present it in the right way • Understand their publication

and personality • Give them a picture!

• Spam them • Call them on press day • Expect to see copy in advance • Not respond to requests



Crisis management


“When written in Chinese, the word “Crisis” is composed of two words. One represents danger and the other represents opportunity”

President John F Kennedy


Crisis management

• Have a plan

• Use your plan

• Stay calm

• Show compassion

• Be proactive

• Be available

21

‘Well it’s hard to measure’


22

Identify what you want from your PR


Develop a matrix

• Media coverage • Media mentions • Social media mentions

Quantity

• Media coverage • Media mentions • Social media mentions

Quality

Simply the Best

• Surveys • Leads

Outcomes

23

Top 10 PR Tips


24

1. Take the time to understand the business

2. Build an internal network of “go-to” colleagues

3. Be prepared to challenge status quo

4. Offer credible advice and opinion

5. Find a way to access your Board

6. Aim to make everyone a potential spokesman not just your CEO

7. Use all the channels and tools available to you

8. Don’t assume – evaluate and research

9. Understand your audiences 10. Spend your budget and measure,

measure, measure



Thank you Contact [email protected] +44(0)1923 608 360 www.siriuscomms.co.uk @Siriuschat

[email protected] +44(0) 23 9312 1314 www.helistrat.co.uk @Helistrat

mailto:[email protected]

http://www.siriuscomms.co.uk

mailto:[email protected]

http://www.helistrat.co.uk

stand out from the crowd - ifsec global · © sirius communications 2015 1 stand out from the crowd...

Documents