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This was the basis for a session on PR and marketing fundamentals that I ran. It provides a step-by-step guide to creating an effective startup PR program
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PR & Marketing Analysis
Lyndon Johnson THINK | DIFFERENT [LY] 2013
Founder, THINK | DIFFERENT [LY]ex-Broadcaster, coffee drinker, Green Bay Packer fan
Public Relations
the [strategic] process of building mutually beneficial relationships between an organization and its publics
Marketing [communications]
Everything you do to leverage the relationships built via public relations activity
Brand
What your customers and prospects say about you
Value proposition
What makes you valuable to your customers and prospects
Social Media [real-time internet]
Using various social platforms to communicate with an organizations various publics
The elevator pitch
30 seconds
Your nameBusiness/ideaWhy you’re different#1 marketing challenge
What is effective PR?
The right message to the right audience, at the right time via the most appropriate channel
#1. The Right Audience
Go Niche
Stay focused
300,000
7.5
Get involved
Feel their pain
Learn how your audience talks…
…thinks...
… & makes decisions!
Understand the influencers
Validate the audience
Audience activity: define your audience
#2. The Right Message
Core values
Value Proposition
Focus on value [not feature/function]
Value proposition is the basis for your messages
Develop custom messages
10, 25, 50 and 100 words
Validate messages
Value prop/message activity
#3. The Right Time
When is the right time?
It isn’t ALL the time!
Your audience is listening
Find the right time
Key events
Timing activity
#4. The Right Channel
Where is my audience?
Start a conversation
Listen and observe
Participate
“Engage brain. Open Mouth”
The media as an audience
How do I create a compelling story?
Scandal
Bad news
Human Interest
Currency
“Do something cool. Tell us about it. Then do it again”
John Biggs, TechCrunch
Become an asset
Offer help before asking for it
Understand the audience
The right message to the right audience, at the right time via the right channel
Story-telling activity
Marketing
Content Marketing
The right content to the right audience at the right time in the right format, via the right
delivery mechanism
Measuring PR & marketing performance
Pick commercial objectives
Coverage/awareness is NOT a goal
Actions speak louder than page impressions
Monitor/review campaigns
Find out what could work better
THINK | DIFFERENT [LY]
http://differently.ca@THINK_Lyndon
lyndon@thinkdifferently.ca647.773.2677
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