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What IS public relations? What is the value to your business? Linda Varrell from Broadreach PR covers that and more in this presentation that she gave at Social Media Breakfast Maine.
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19 Commercial St. Portland, Maine www.broadreachpr.com
Presented by: Linda Varrell, APR November 18, 2011
Social Media Breakfast Maine (#SMBME)
Public Relations: Getting Your Voice Heard
19 Commercial St. Portland, Maine www.broadreachpr.com
Biz & Financial Case for PR
"Public relations helps an organization and its publics adapt mutually to
each other.“-PRSA
Big Picture Overview
Communication Discipline Delivers Value*
Builds Goodwill – Halo Effect* Gives Brands Voice
*Study by Proctor & Gamble – http://vocus.com/codies/Marketing_ROI.pdf
19 Commercial St. Portland, Maine www.broadreachpr.com
Marketing & PR Together
Brand Reputation
IMPACT Marketing
• Market – focused • Attract consumers • Builds brand image • Maintains consistency • Delivers on promises • Captures the wallet
Public Relations • Relationship-focused • Reduce / deflect conflict • Builds reputation • Seeks understanding • Strives for dialogue • Captures the heart
19 Commercial St. Portland, Maine www.broadreachpr.com
Losing Your Voice
Time Poverty Unclear audiences Not speaking in one voice Fractionalization of channels Minimal feedback Mismatched resources
19 Commercial St. Portland, Maine www.broadreachpr.com
Finding Your Voice
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19 Commercial St. Portland, Maine www.broadreachpr.com
Setting Objectives
• Tie to overall goals • Reputation • Relationship • Task (State of Being)
• Measurable (SMART)* • Outputs (Impressions, Interactions, Reach) • Outcomes (Awareness, Attitudes, Behaviors) • Business Results (Share of Wallet, Referrals)
Examples • Grow engaged community by
75% over the next year • Increase # of positive reviews • Retain X% in clients through
relationship building
*http://www.instituteforpr.org/wp-content/uploads/Setting_PR_Objectives.pdf
19 Commercial St. Portland, Maine www.broadreachpr.com
Who is Your Audience?
Who…? • Needs to know or
understand? • Needs to be
involved? • Will be affected? • Can provide advice? *Public Relations Society of America/UAB
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19 Commercial St. Portland, Maine www.broadreachpr.com
Refining Your Voice
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o Draw out intrinsic value – state of being o Narrow down to 3 to 5 key points o Identify powerful words for concrete
messages o Tailored for your audience o Developed for a variety of purposes o Delivered consistently and authentically
19 Commercial St. Portland, Maine www.broadreachpr.com
Reaching Your Audience
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oFace to Face oDirect Mail oElectronically oEvents/Sponsorships oPaid Media oEarned Media oSocial Media oWord of Mouth
19 Commercial St. Portland, Maine www.broadreachpr.com
Damage Control
http://www.huffingtonpost.com/2011/02/16/red-cross-rogue-tweet_n_824114.html
Red Cross / Dogfish Head
•Innocent Tweet •Appropriate Response •Quick Thinking •Mutually-beneficial Action •Financial Results •Long-term Relationship
19 Commercial St. Portland, Maine www.broadreachpr.com
Listening & Adjusting
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• Monitoring & measuring • Identifying success indicators o Perception o Financial
• Making adjustments to stay on target with objectives
• Positing for success • Bracing for what could go
wrong
19 Commercial St. Portland, Maine www.broadreachpr.com
Thank you…
Linda Varrell, APR Broadreach Public Relations
19 Commercial Street Portland, ME 04101
207-619-7350 lindav@broadreachpr.com
www.broadreachpr.com www.twitter.com/broadreach
www.Facebook.com/BroadreachPR
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