Creating an effective PR foundation and strategies

Creating an effective PR foundation and strategies

AuthorHariom [email protected]

PR Strategies outline & process

Profiling Media Space Team Structure

ImplementationCommunication

PlanAudience

Publicity is absolutely critical. A good PR story is infinitely more effective than a front page of Ad.

Richard Branson

Founder at Virgin Group

If I was down to last dollar, I would spend it on public relations.

Bill Gates

Chairman, Microsoft

Why PR & Communication Strategies?

Brand Equity

Brand Awareness Brand Attribute Brand Loyalty Perceived Quality

PR strategies to identify1

Brand AwarenessCustomer attitude and behaviour related to purchase

PR strategies to identify

2

PR strategies to identify

Corporate Reputation

3

Corporate reputation more important than everSource: Foghound

Successful PR strategies start from profiling/Current Perspective

Ask from yourself genuinely

Does your organization need fresh PR strategies & plan or need to do corrections in existing one?

1

Do you have dedicated resource/s for PR?

2

How much you had invested in PR and what was the outcome?

Ask

3

S M A R TSpecific Measurable Attainable Result

oriented

Time - Bound

Have your goals were SMART?

Ask4

Have youcreated SWOT Analysis?

S W

O T

Strength Weaknesses

opportunities Threats

Internal Factors

External Factors

Positive Negative

4

What is your success matrix to measure ROI from PR activities?

5

Define Objectives

Build Brand Identity & Credibility

To position “Company” as one of the leading organizations for “Value Proposition’ of Industry across location.

Highlight the history of the company and its expertise ranging across various industries and segments.

Objective1

Build Corporate/Spokesperson and Solutions Profiling in Media

To position spokesperson of the company as an industry thought leader with sound knowledge across various industries.

Objective2

Support Marketing Initiative and Suggestive PR Activities

To create a strong niche for the Solutions offered by the organization

Objective3

Media Exposure for the Solutions /Services and Application

To increase the visibility of the brand across all the relevant media platforms

Objective4

80 20Rule

If you’re trying to deliver a message to an audience of thousands, in the hope of starting a conversation with a few tens of people, why not focus 80% percent of your efforts on delivering the right message to the 20%, at an appropriate time, via the right channel?

Industry Association

Customer profile

Industry Profile

Key Opinion Leaders

Industry Analysts

Define Target Audience

Define PR Approach

Building Brand Equity

Devise PR Campaign

Advocate Marketing

Influence the

influencer

Build Thought Leader

Personality

Brand

Building

• Create a brand standardization across print/online media

Highlight

Benefits

• Create a competitive separation

Strategy

• Mention the focused strategies not tactics.

Leveraging relationship and industry position Building Mindshare Creating Evangelists

Spokesperson Profiling: – The activity will focus on creating media coverage for the spokesperson of the company in newspapers/business magazines/trade magazines/ Television Channel

Corporate Stories: – The activity will focus on creating media coverage's for company highlighting achievement, announcing new development etc. in financial newspaper/ business magazines/ trade magazines

Industry Inputs: – Participating in the industry story, helps in positioning the company as one of the leaders in the industry

Speaker Opportunities at Industry Forums: Identifying speaker opportunity in important industry forum, and coordinating for seeking speaker opportunity (paid/non paid) for the company’s spokesperson.

Article at Blogs and social media: Identifying business concern blogs, SMM and publish company’s spokesperson articles.

Define Corporate PR

Top Executive Visibility/

Media Outreach:

Program to promote the top executives of Company as its Brand ambassadors and thought leaders in the industry

One –On-One

Interactions

Plug-ins in the industry

stories

Bylined article on

the related industry

Meet the Editors initiative

Corporate press

release

Define Corporate PR

Spokespeople profiling:

Identify and profile key spokespeople from Company forn One to One interactions and editorial opportunities.

Plug in quotes and statements of experience and latest industry trends from spokespeople across industry relevant publications

Position spokespeople at various speaker platforms

Personality Building

PR Activities: Traditional Media

Med

ia

Uni

vers

e

National Dailies

Mainlines

FinancialsRegionalMedia

Electronic Media

Magazines

VerticalPublications

Business

GeneralTrade Publications

Online

Mainstream

Trade

PR Campaigns

Thought Leadership Platforms

Media Engagement Channels Vertical Engagement Platforms

Evangelization Programs

PR Activities: Online Media

• Inbound link-building• Content Creation• Blogs• Feeds (RSS)• eNewswire• Press release• Running competitions

Attracting Visitors

Engagement & Dialogue

Building Buzz

Risk Mitigation

1


• Survey & Polls• Social Media Marketing• Blog• eNewsletter• Influence media owners

Attracting Visitors


Building Buzz

Risk Mitigation

2


• Post awards & credential on Social Media.• Press release• Social Media• Video Sharing• Viral Videos• Influence media owners

Attracting Visitors


Building Buzz

Risk Mitigation

3


• Social Media Marketing• Blog• Video Sharing• Brand protection content sharing• Influence media owners

Attracting Visitors


Building Buzz

Risk Mitigation

4

• Inbound link-building• Content Creation• Blogs• Feeds (RSS)• eNewswire• Press release• Running competitions

Attracting Visitors

Engagement & Communication

Building Buzz Risk Mitigation

PR

• Survey & Polls• Social Media

Marketing• Blog• eNewsletter• Influence media

owners

• Social Media Marketing

• Blog• Video Sharing• Brand protection

content sharing• Influence media

owners

• Post awards & credential on Social Media.

• Press release• Social Media• Video Sharing• Viral Videos• Influence media

owners


OutputsContact/response level

Reach, Content

OutcomesPerception/

Behaviors LevelKnowledge, opinions,

Attitude

Business ResultsBusiness levelAdded Value

FrequencyVisits

ProminenceReader Contacts

TonalityMessage ImpactShare of Voice

Journalist inquiries...

AwarenessComprehension

RecollectionRecognitionCredibility

Image ChangesRecommendations

Purchasing intentions...

Revenue / turnoverContacts ClosedReputation value

Brand ValuePrice-Effort Ratio

Market ShareStock Price

Employee Retention...

Impact on Media / Channel

Impact on Target Groups

Impact on Organizations

Measuring communications on three impact levels

Source: AMEC 2012

PR - Measuring Success Matrix

No. of times, company articles found in trade journal excluding ads

1

Brand loyalty and advocacy index

2

Customer Delight index3

Through online/social media

New social media followers

New referral links; Increased organic website

traffic; or New leads or sign-ups

Viral impact on online Media

No. newswire published

4

No. of success stories created

5

No. of Customer survey conducted for Brand awareness/Customer Satisfaction etc.

6

Team StructureThought Leaders

Content and Graphic Creators

Managing Editors

Media Owners

Digital & Online Marketing expertise

Team Lead

Birds Eye open doors to world’s first pay-by-Instagram restaurant

Frozen food brand Birds Eye has opened the doors to a pop-up restaurant called ‘The Picture House’ at the Ice Tank in Soho, London.Diners are invited to pay for their bill by taking a photo of their food and sharing it on Instagram with the hashtag #BirdsEyeInspirations

he campaign is to promote the brand’s new Inspirations range, which will also be promoted through a multi-media campaign including TV, digital, POS and a three month sampling campaign. The Picture House will visit Manchester and Leeds next month.

The pop-up concept follows research by Birds Eye that show 52% of people ‘regularly’ take pictures of their meals and 11% take at least one picture of their food a week. Source: The Drum and Marketing

Airbnb float furnished house down the River Thames

There is a famous saying that if you’re stuck for ideas, then just float something down the River Thames and Airbnb did exactly that.

This morning an idyllic and fully functioning house that weighed over 70 tons casually floated down the Thames. The house contained two bedrooms, a living room, a working bathroom and a garden.

The house will be continuing to float down the Thames for the remainder of the week, as part of a campaign that aims to highlight the new rules on home sharing, allowing Londoners to share their homes with travellers for up to 90 days a year.

Source: Craig Knowles

Facebook turns the London Eye into big UK election pie chart

Facebook is using The London Eye to show how people in the United Kingdom have been engaging with the election so far on the platform.

Launched today (Friday 1st May) Facebook says it hopes the large-scale data visualisation, perfectly located near Westminster, will help increase actual voter turnout on election day.According to Facebook there have been around 52 million interactions on Facebook connected to the May 7th vote, with UKIP being the-most talked about, clocking up 15.6 million of those. A like, share or comment counts as a single interaction.

After UKIP, the Conservatives were the second most-discussed party with 12.2 million interactions, followed by Labour with 9.7 million, the Liberal Democrats with 2 million, the Scottish National Party with 2 million and the Green Party with 1.3 million.The London Eye will show an updated result every night at 9.30PM until the election day. Source: ITV and Marketing

Carlsberg spoofs ‘beach body ready’ ads with speedy reactive billboard

In an impressively speedy reactive PR move, beer brand Carlsberg snapped up ad space next to the “beach body ready” Protein World ads Twitter’s been going MENTAL over for the last week.

The cross-track projections are running at London Euston, Liverpool Street and Embankment stations from Thursday (April 30, 2015) to Sunday (May 3, 2015).Protein World’s ‘beach body ready’ campaign, which has been rolled out across multiple sites across the London underground network, provoked a backlash, with an online petition to remove the ads receiving more than 60,000 signatures.

Source: prexamples

We have discussed

PR Strategy outline & process Why PR & Communication Strategies? PR Strategies Define Objectives PR Approach Corporate PR PR Activities traditional & Online Measuring PR Success Matrix Successful PR examples