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It’s PR not ER
Building Brand Equity Through Public Relations
September 172007
Cubitt Jacobs & Prosek Communications
2Cubitt Jacobs & Prosek Communications
Public Relations
Definition: [Public Relations] is a management function which tabulates public attitudes, defines the policies, procedures and interest of an organization followed by executing a program of action to earn public understanding and acceptance.
- Edward Bernays (November 1891-March 1995), considered as “one of the fathers of the field of public relations” (Wikipedia)
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Why Should You Care About PR?
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Because When Done Well,
PR Can Build Brands
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How PR Can Build Brands
The media and word of mouth inform most people’s decisions about what is good, bad, best and worst
– 3.5 billion WOM conversations take place in America every day; 3.1 billion of them are offline
Typically, if one doesn’t know anything about a product or service, they will likely believe what they read about the subject, especially when the information comes from a credible media source
Brand recognition develops over time as messages take a position in the prospect’s mind
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Made-up Example:
Advertising alone, especially for emerging media companies can’t tell the whole story
Vs.
“Skidaddle, a new social utility that allows users to trade homemade widgets, profiles and playlists has already signed up more than one million users and is poised to become what many believe to be the new Facebook.”
SKidaddle.comGet Connected!
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Brands Built With PR
Amazon
eBay
Linux
Microsoft
Red Bull
Segway
Starbucks
*PR used as part of overall strategy
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Under Construction but Looking Good
Digg | Pownce | Revision3
Meebo
PerezHilton (No, I’m serious)
Pinkberry
Zipcar
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Question:
Does Your Idea of PR Xanadu…
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Look Like This?
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Here’s What It Takes
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First: A Proper Assessment
STRENGTHS Technology still an economic and
consumer darling
Web 2.0 tools and services seen as “useful” to consumers and businesses
Emerging media and technology companies receiving massive amounts of publicity
WEAKNESSES Saturated market makes
differentiation increasingly difficult
Skeptical media can be dismissive of tech and emerging media startups
Sustainability potential unproven in many cases
THREATS Journalist fatigue: “How is THIS
social network different?”
Economic volatility may make VCs and advertisers gun shy, so establishing brand equity now is critical
Is there a bubble?
OPPORTUNITIES Emerging media categories all
projected to grow over next few years
Divergence making way for new categories and brands
Is there a bubble?
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Secrets of the Press REVEALED!
Consolidation of mainstream publications (moment of silence for Business 2.0) means fewer beat reporters to write about you
Reporters (especially in tech/emerging media) receive hundreds of calls and emails per day about new companies looking for ink
– You have 10 seconds to position your company as new and different and convince a reporter why you’re worthy of a precious column inch
Reporters will only write about what’s new, innovative or terrible; not what’s better or similar
Reporters cannot resist comparison when explaining who you are to their readers; expect some manufactured rivalries between companies that don’t really compete
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Three Questions for Every PR Firm
Can you explain my business to me?
– PR professionals are consultants; aside from their communications acumen, they must have the ability to learn everything about your business in order to properly tell your story to the media
What do you read?
– If a PR pro doesn’t have an existing understanding of the media most important to you, how will they know which reporters are most appropriate to tell your story to?
Which reporters do you have the best relationships with and what’s the last story idea you pitched them?
– The best way to prove the PR pro has the “great contacts” they claim to have
– A good PR person will answer this right away
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PR and Measurement
Sorry, there is no exact science for measuring return on any PR program investment; but there are some methods that come close:
– Literally measure the size of your mention in any given article and calculate what that blurb would have cost as an advertisement in the same publication; all media outlets have their rate cards online
– Track things like increases in site traffic, incoming sales calls during the established PR campaign; set agreed-upon start and end dates and analyze activity between them
– Did your sales team use the PR results to…sell? Can any new engagements be attributed to a particular article or Tv segment about your company?
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Jar Jar Says…
Hubris
Elitism
Being overprotective
Ignoring the press
Inauthenticity
Avoid brand killers like ME!
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Here’s How to Start:
PR 101 With or Without a PR Firm
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PR 101
Establish Thought Leadership
Engage the Media
Develop Messages
Identify Audiences
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Identifying Audiences
Every PR program is executed to reach a variation of three key audiences:
– Buyers (VCs, Shareholders, Advertisers)
– Influencers (Analysts, Bloggers)
– End-users
Once groups within each specific audience have been identified, focus on what brand messages will resonate with each
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Developing Your Media Messages
Create succinct, media-friendly messages that correct any foreseen misperceptions and establishes an identity within the industry
– [Brand] is the company that _______
Refine messages for each target audience
Always practice delivering your company’s media messages in your own voice to ensure they are understood and may be conveyed when appropriate
If necessary, create new company fact sheets, press release boilerplates and other communications collateral to reflect messaging
Media messages are not cut and pasted from your company’s mission statement or business plan
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Engaging the Media
Journalists and bloggers are the vessels for delivering your company’s story and hold the most influence over your target audiences
Develop a strategy for approaching journalists so they will devote time and interest in writing about you or your company
– Start by building a relationship with the media; offer them your expertise and insight on industry trends or breaking news stories
– Always know how to creatively position yourself or your company as being new, different and relevant to that outlet’s readership
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Establishing Thought Leadership
Being quoted or profiled by reputable media outlets certainly builds a positive brand perception, but credibility can be established more directly by:
– Speaking at industry conferences
– Submitting bylined articles to key trade publications
– Applying for industry awards and recognitions
– Blogging, Blogging, Blogging!
– Producing podcasts, vidcasts, etc.
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Case Study
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Babelgum: Background
Situation: Babelgum, a privately-funded, European peer-to-peer Internet TV company in early beta testing, retained CJP in March 2007 for support in accomplishing the following:
– Introduce the company to U.S. audiences via coverage in top-tier business and lifestyle media; sponsorships of major film festivals
– Support business development by facilitating meetings with independent U.S.-based producers and entertainment entities to build Babelgum’s content library
– Generate anticipatory buzz among U.S.-based users, compelling them to sign-up for the open beta version of the platform
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Babelgum: Challenges & Strategy
Challenges:
– Chief competitor Joost had first-mover advantage; cornering the p2p Internet TV market in the top-tier media with high-profile deals with Viacom, CBS, Warner Music and others
– Differentiate within growing online video market
Program Strategy:
– Position Babelgum as bringing democracy to the film studio/distribution system; championing lesser-known filmmakers and aligning with industry mavericks rather than just media conglomerates
– Demonstrate the differences between Babelgum and Joost; acknowledge similarities but prove the differences
– Forego typical “invitation only” closed beta and give access to anyone that wanted it
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Scheduled three media tours (NY, LA and SF) for Babelgum CEO, Erik Lumer
Arranged briefings with 12 top-tier business and technology publications including The Wall Street Journal, New York Times, Fortune, Newsweek and Time, among others
Eight Babelgum profiles resulted from meetings conducted during the tour; articles further resulted in a collective 500 blog mentions in the days that followed
Succeeded in visually demonstrating the differences between Babelgum and Joost; getting on the radar of target journalists
Babelgum: Engaging the Media
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Babelgum Results
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Babelgum Results
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Babelgum Results
Digital Hollywood: Secured CEO position on a panel joining VP, NBC Digital; GM, Yahoo! Video; Former CEO, The WB and Jon Fine, BusinessWeek media columnist
Blogger Exclusives: To get covered on top Web 2.0 blogs and build pre-launch buzz, CJP offered GigaOm and Mashable readers free beta invites; collective readership: 2 million
Social Networks : Created Babelgum profiles and groups on Facebook and MySpace
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Questions?
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Contact
Contact: Wilson ClevelandCJP CommunicationsO: 212.279.3115 Ext. 207M: [email protected]
New York Office: 350 Fifth AvenueSuite 3901New York, NY 10118212.279.3115
Connecticut Office: 3241 Main StreetStratford, CT 06614203.378.1152
London Office: 30 Coleman StreetLondon011.44.207.367.5100
Thank You
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