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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