Vendor Education Program

The Marketing Mix

Advertising

Promotion

PR

Client Relations

Direct Marketing

Events Marketing

Market Research

The PR Arsenal

Press Releases

Client & Media Relations

Social Media

Education/Thought Leadership

Case Studies (credible testimonials)

Defining PR

PR is like trying to carry steam in a wicker basket on a windy day

PR is more than press release or “please read”

Advertising is what you pay for; PR is what you pray for

Process that helps build/manage reputation of a company, its people, its products:

◦ Depth of information (stuff vs. fluff)

◦ Relationships/two-way communication

◦ Third-party credibility

◦ Reputations/integrity

PR vs. Ads

ADVERTISING

PR

High

Low High

Control

Credibility

Press Releases

Be focused

Be strategic

Be consistent

Be realistic

Be targeted

Be methodical

(Social) Client & Media Relations

What is it?◦ Establishing relationships with X based on

mutual trust and understanding

How should it be done? ◦ Proactive

Passive media relations may be as bad as none

Don’t wait for a crisis

How should it be done?◦ Accessible

Education …Thought Leadership

Educate yourself first …

Educate via useful, practical subject matter

expertise

Thought leaders often ARE the conversation

Never stop learning and listening

Case Studies/ Testimonials

What? Why? How?

Not as tactical as you might think

Vital to backing up claims and spin

Key tool for IT as part of purchasing decision

Extend the conversation after the ink is dry

Measuring PR

Outputs

Outcomes

Objectives Met

Vendor Education Program