MARKETING AND BRAND MANAGEMENT

GETTING YOUR MESSAGE ACROSS

PRIVATE

PUBLIC THIRD SECTOR ALL THE

SAME

STORIES TO TELL

PEOPLE TO INFLUENCEA CAUSE AND EFFECT

A BRAND

WHAT IS A BRAND?

A LOGOA STYLEAN APPROACHAN ETHOSA PROMISEAN EXPERIENCE

GETTING YOUR MESSAGE ACROSS

STOP!WHY COMMUNICATEWHO DO YOU NEED TO TALK TO?WHAT IS YOUR MESSAGE?HOW CAN YOU REACH YOUR AUDIENCE?

INFLUENCERS?CURRENT SUPPORTERSPOTENTIAL SUPPORTERSLAPSED SUPPORTERS

REGULATORSNEIGHBOURS / LOCAL COMMUNITYLOCAL AUTHORITIES/MPS

EMPLOYEESPOTENTIAL EMPLOYEES

AUDIENCESMESSAGES

MEDIA

ADVERTISING

DIRECT MAILEVENTS - FACE TO FACE

LITERATURE

PRSOCIAL MEDIASPONSORSHIPWEBSITE THE MARKETING MIX

NO CASH

PRSOCIAL MEDIA

FREE?TIME

WHAT IS

PR?

MARKETING/PUBLICITY

PROPAGANDAFREE ADVERTISINGSPIN AN ETHOSAWARENESSDIALOGUEENGAGEMENTCONVERSATIONPUBLICITY STUNTSREPUTATIONUNDERSTANDING/RELATIONSHIPS

PUBLIC RELATIONS IS ABOUT REPUTATION - THE RESULT OF WHAT YOU DO, WHAT YOU SAY AND WHAT OTHERS SAY ABOUT YOU.

PUBLIC RELATIONS IS THE DISCIPLINE WHICH LOOKS AFTER REPUTATION, WITH THE AIM OF EARNING UNDERSTANDING AND SUPPORT AND INFLUENCING OPINION AND BEHAVIOUR. IT IS THE PLANNED AND SUSTAINED EFFORT TO ESTABLISH AND MAINTAIN GOODWILL AND MUTUAL UNDERSTANDING BETWEEN AN ORGANISATION AND ITS PUBLICS.

CHARTERED INSTITUTE OF PUBLIC RELATIONS

PR IS NOT FREE ADVERTISING

ADVERTISINGBLATANTPAID FOR SPACEEXPENSIVESELLING MESSAGEGUARANTEED APPEARANCEDIRECT TO AUDIENCE

ONE WAYREGULATED: ASA

PUBLIC RELATIONSNOT JUST MEDIA COVERAGEIT’S AT YOUR ORGANISATION’S COREMUTUAL UNDERSTANDINGSUBTLE‘JOURNALISTS’ DECIDE TO USENEWSWORTHY/INTERESTINGBENEFICIALCHEAPER THAN ADVERTISINGNOT FREEMORE CREDIBLE / PERSUASIVEIT CREATES UNDERSTANDINGIT CHANGES / MAINTAINS BEHAVIOURUSES MEDIA: OWNED & EARNED

MEDIAOWNEDNEWSLETTERSANNUAL REPORTWEBSITESEMAIL NEWSLETTERSYOUTUBETWITTERFACEBOOKBLOGS

EARNEDNEWSPAPERSMAGAZINESRADIOTVWEBSITESBLOGSOTHER ORGANISATIONS’ OWNED MEDIA

MEDIA COVERAGE IS VALUABLE

AUDIENCETRUSTEDCOVER IMPORTANT STORIES

CREDIBILITYPHONE HACKINGBLOGGERSDECLINING CIRCULATIONSONLINE SOCIAL NEED NEWS

WHAT ISNEWS?

PERFORMANCE: SALES PROFIT TURNOVER AWARD SUCCESSSTATISTICS / RESEARCHNEW PEOPLE TOP TIPSWORLD RECORDSNEW PRODUCTS OR SERVICESOPINION / COMMENTCHARITABLE ACTIVITYACHIEVEMENTSPROMOTIONS

PRESS RELEASETELL YOUR NEWSWRITE YOUR OWN

HEADLINE: KEEP IT STRAIGHTWHO – WHAT - WHERE WHEN – WHY - HOW

IN FIRST PARAGRAPHKEEP TO THE FACTSOPINION GOES IN QUOTESLEAST IMPORTANT INFORMATION AT THE BOTTOM12PT, DOUBLE SPACED, JUSTIFIED

ENDS CONTACT DETAILSSPIKED

PHOTOGRAPHS AND IMAGESA PICTURE SPEAKS A THOUSAND WORDS

TELL THE STORYEYE-CATCHINGPICTURE DESKPROFESSIONALTAKE YOUR OWN

WHAT’S THE STORY?

LAUNCH OF 2013 ROYAL BRITISH LEGION POPPY APPEAL

WHAT’S THE STORY?

REGIONAL LAUNCH OF MACMILLAN WORLD’S BIGGEST COFFEE MORNING

TELEVISION NEWSMOVING IMAGESPEOPLE TALKING

RADIOPEOPLE TALKINGBACKGROUND NOISESSHORT BULLETINSLOCAL BBC IS SPEECH LEDCOMMERCIAL RADIO = BUSINESS

APPROACHING JOURNALISTS

BE CONFIDENTJOURNALISTS ARE BUSY GET TO THE POINT

CALL BEFORE THE STORY HAPPENS

NEWSPAPERS: 9 - 11AMRADIO: NOT ON THE HOUR OR HALF HOUR

TV: BETWEEN 9 - 11AMINTERNET: ANY TIMEBE READY TO SEND

DON’T NEED JOURNALISTS

WEBSITESOCIAL MEDIAFACEBOOKTWITTERYOUR NEWS CHANNELS

REPUTATIONAWARENESSTIMEFAIL TO PLAN, PLAN ON FAILINGTHINKAUDIENCEAIMSRESULTS

QUESTIONS?

THANK YOU FOR LISTENING

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