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Business Link's presentation Reputation Management by Anita Syvret
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Special features and supplements
Restaurantreviews
Product pix
Bib & Tucker
Charity events
Charityevents
Charity events
Adopt a charity
Adopt a charity
Adopt a charity
Sponsorship: global reach
Sponsorship: local influence
Sponsorship: the arts
Sponsorship: sports
VIP visits
The right endorsement
Bandwagon PR
Bandwagon PR
Bandwagon PR
Bandwagon PR
An expert writes
Think pictures!
Think pictures
Think pictures
Go green
Go green
Go green
Go green
Go green
Corporate and social responsibility
Sustainability: Commercial Group
• Office services • Set up 1989• Turnover £25m• 67% growth 2006-10• 160 staff
Commercial• Carbon neutral steering group• Energy efficient light bulbs• Swapped BMW for Smart cars• Bike-to-work scheme• Green energy provider• Cut skips from 40pw to 8pa• Saved £90,000 with bio-diesel• Reduced carbon emissions by 75%• Full-time environmental strategist• No marketing department, but some PR
Social media
E-launch
E-launch
Register your name on Twitter,Facebook
Prepare to lose control
Who’s going to make it happen?
“If I had just one marketing dollar left, I’d spend it on PR,” Bill Gates, Microsoft
Getting started• DIY
• Marketing manager• Marketing agency
(branding exercise, product launch, new website, new image, going up a level)
• PR agency(press coverage)
• PR and marketing agency
• Marketing consultant
• Prepare a strategy
• 900 staff in UK• One marketing/PR
team of 26• 3 art & design• 2 internal comms• 1 customer
experience• 3 public relations• 2 sponsorships
• 2 internet• 2 direct marketing• 2 financial services• 3 savings• 2 mortgages• 4 managers• No outside agencies• £4m pa advertising
budget
How much?• 4-7 per cent of turnover
• What can you afford?
• What do you want to achieve, and how much must you spend to achieve it?
• Retainer vv project fee
• £750 - £3,000 per month
• Don’t go wild
• Fix a budget
Measuring the results: PR
Measuring the results: PR
Advertising Value Equivalent: a blunt instrument
Measuring the results: PR
• Positive press coverage• One press release per month• Cuttings service• Response from press articles• Keeping your name out of the
press in a crisis
Measuring the results: marketing
Measurable:• Response to radio
and press adverts• Direct mail• E-mail marketing• Online marketing• Increased turnover• Growth in market
share
Not measurable:• Corporate brochure• Sponsorship• Literature• Hoardings• Directories
What price your reputation?
What price your reputation?
“I lost my business, my £650,000 salary and £500 million was wiped off the valuation of the company overnight,” Gerald Ratner
Choosing an agency• Beware of jargon• People you can work with• Local• Other clients• Contacts• Testimonials• Their own website/marketing• Costs included in fee• Three-way pitch• Scoring system
How long will it take?
Brand values: quality, value for money, innovation, up for a challenge, fun
Reputation mattersAnita Syvret
