Pr To Grow Business
Transcript of Pr To Grow Business
Enterprise UniversityAnn Marie Mayuga, AMM Communications LLC
Mary Schanuel, Synergy Group Marketing Communications
September 22, 2009
Today’s take-aways The Message - every company has a story Define your story Identify your audiences Communicate your story Impact your bottom line
Marketing umbrella Advertising Direct Mail E-Marketing Public Relations Referrals
Why public relations? Communicates
strengths to target audiences
Enhances credibility Increases awareness
Communicating strengths
Products and services Benefits and solutions Key message Tailor message to audiences
Defining your message What sets you apart? How is your company perceived by employees,
peers, competitors, customers, prospects? Elevator speech
Elevator Speech
Succinct and memorable Client/prospect wants to know
“What is in it for me?” Offer solutions Keep your prospect wanting more Conversational
Anatomy of an elevator speech Attention grabber Use action verbs Focus on benefits and solutions Use metaphors Differentiator Use testimonials Easy to deliver 15 – 30 seconds or about 150 words
Public relations tactics Web site Internal communications Media relations E-newsletter, E-blasts Blog Social media
Web site review A positive, competitive image Easy navigation Smart information Updated often Search engine friendly
Media relations What is media relations? Tools
News releases Media familiarization meetings Media advisories Story pitches
Media & the Web Push vs. pull Shrinking media funnel Gatekeepers to your customers Journalists depend on the Web
Arketi Web Watch Media Survey 88 percent of journalists spend 20 or more hours a
week on the Internet – up from 60 percent in 2007 85 percent have a LinkedIn account 55 percent are on Facebook 24 percent tweet on Twitter…
Journalists online
Sources for stories
Out of (web)site, out of mind 80 percent of B-to-B journalists say companies
without a Web site are less credible When journalists can’t reach a company source,
44 percent turn to the organization’s Web site
Your virtual image Your on-line presence Does your Web site reflect your corporate image? What does it say about quality? What image does it project?
What makes a Web site useful?
New ways to connect
Social networking*: Advantages
Connect with lots of new people Get the word out without an intermediary Establish yourself as expert in your field Connect with clients
Disadvantages Can consume lots of time Most connections don’t amount to paying clients
*Credit: “Strategies: Which social networking site is best for your small business?” by Rhonda Abrams,
May 15, 2009, USAToday.
What are they? – 140 characters; establish a base of
followers. Quick hits. – Focused on helping professionals
connect. (Facebook) – Social networking site for family
and friends. Use to create business fan page. – Site is all videos. Post video of your products
for prospects.
Differentiated? Oops!Share and discover what’s happening right now, anywhere in the world.
Facebook helps you connect and share with the people in your life.
Connects you to trusted contacts and helps you exchange knowledge, ideas and opportunities with a network of professionals.
A place for people to discover and share content from anywhere on the Web.
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Today’s take-aways The Message - every company has a story Define your story Identify your audiences Communicate your story Impact your bottom line
Questions & Answers