How to make money and win business using PR Tracey Barrett, Managing Director, BlueSky PR

PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT

How to make money from PR & Marketing

2PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT

Who are these people?

Tracey Barrett@[email protected]


How is marketing & PR perceived?

• Often seen as a cost rather than an investment • Still a challenge equating marketing and revenue• Sales led organisations see leads as generated by sales• Marketing & PR should be lead generators• Marketing and PR should be measured


The year ahead - An evolving sector

• Your clients have lots of routes to talent pools• Adding and demonstrating value is key• Differentiation – but how?


USPs = BS… Recruiting is a process

We are able to service our clients effectively

and can offer excellent service in all areas. It’s a true USP that enables

us to be a supplier of choice

Ultimately we are a people

driven business - & the bottom

line is that THAT is our biggest

USP

Our USP -our methodology helps define the role into

key competencies, enab

ling the selection process to become

more objective rather than relying

on ‘gut feel’

Our USP is we like to treat our

clients and candidates

with care and respect plus offer quality

support!


The power of three

• More clients• More candidates• More great people to work for you


It’s all about engagement!


Media relations as part of the business development strategy

• Credibility• Shareability• Stretchability…….into other forms of content


But where? Ego or benefit?


Having something to say


Shaping the messageThe people agenda


The people agenda

data

surveys

piggybacking

advice

public informati

on

events

opinion

human

interest


The principle in action - data


The principle in action - surveys


The principle in action - events


The principle in action - opinion


The principle in action - advice


The principle in action - piggybacking


The principle in action – public info


The principle in action – human interest


What’s the business plan?

“Often I was trying to build a marketing strategy around the

gut feel of the MD as to the general direction in which the

company was going – it’s pretty difficult to build a marketing

strategy without the context!”


How can you measure success?

“We had a consultant who earned a 17k fee from a client who had ‘called up out of the

blue’. When we tracked it we found that the client

had downloaded a thought leadership article we had in the press from

the website – and that the link had come from

Twitter

“When I joined, we were making most of our

placements from Accountancy Age – which

was odd given that we hadn't advertised there for 2

years – it was simply the first option on the drop

down menu!”


• Outputs – getting read – getting shared• Outcomes – what is happening to…traffic/social

shares/LinkedIn profile views• Business Results - Building PR into the BD cycle


……And finally

A recent article for one of our clients in European Oil and Gas magazine prompted a new client to

give them assignments worth more than £100,000 in potential fee income

…..who wouldn’t want that ??

Recruiting & HR

How to make money and win business using PR Tracey Barrett, Managing Director, BlueSky PR