© creative development 2009 in partnership with business link in london marketing and pr for social...
TRANSCRIPT
in partnership with Business Link in London
© Creative Development 2009
Marketing Marketing and PR for and PR for Social Social Enterprises Enterprises
in partnership with Business Link in London
© Creative Development 2009
Aims for this Aims for this workshop:workshop:
1. Decide why you are undertaking pr activity – what do you want to achieve?
2. Draw up an outline plan to help you to achieve this
3. Decide on three approaches you might adopt
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Let’s talk about Let’s talk about marketingmarketing
Its purpose is to create the opportunity to sell
It's simply about underpinning the sales process
"Marketing" is an all-encompassing term
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© Creative Development 2009
Let’s talk about Let’s talk about marketingmarketing
Why Market Your Social Enterprise?Increase salesIncrease market shareReinforce brandingLaunch a productInfluence stakeholders
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Key principlesKey principles
Product/ServicePlace/PositionPricePromotionPeopleCombined, these constitute the
BRAND
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Brands MatterBrands Matter
Signs by which you are known and remembered
A bundle of explicit/implicit promises
A reflection of personality
A statement of position
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PR – One part of PR – One part of the marketing mixthe marketing mix
Why PR?Commercial success or failure can
rest on the way a company is perceived.
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Competing with the Competing with the big boysbig boys
- Journalists can help to validate your business
- Can be more effective than paid for advertising
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Getting free Getting free publicity for your publicity for your
businessbusiness
- What do you want to achieve?- What’s the story?- What’s your hook?- 5 killer ideas
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Be The First at Be The First at SomethingSomething
- You’re more likely to get coverage- If not first, alternatives are:
newest, oldest, biggest or smallest.
- Different is great!
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Do something in a Do something in a different waydifferent way
- Forget ‘always been done this way’- Think innovatively- What do you do differently from
your competitors?
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Offer free Offer free informationinformation
- Free reports are valuable- You’re the expert
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Survey your Survey your customerscustomers
- Find out what people think about specific issues
- Target a publication’s readership
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Attempt to set or Attempt to set or beat a recordbeat a record
- A classic for a reason!- Everyone loves a record attempt- Ensure the record is relevant to
your business
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Success With The Success With The PressPress
- Newsworthy articles- Know your market- Focus your message- Targetting is essential
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Hints and Tips for Hints and Tips for Approaching Approaching JournalistsJournalists
- Do your research- Don’t leave messages- Be strategic- Avoid information overload- Make life easier - Don’t be salesy- Stay current
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Hints & Tips for Hints & Tips for Press ReleasesPress Releases
1. Make your Press Release Newsworthy2. Write a Good Headline3. Summarise the key points4. First Paragraph is crucial5. Quotes6. Notes to Editors7. Keep it Short and Sweet8. Relevancy9. Style & Formatting10. Hire an Expert
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Be Prepared!Be Prepared!
It’s 5.30pm on a Friday night when a journalist calls and says; "Hi, I know its last minute but do you have an image to go with this press release you sent me, and do you think your MD might be able to answer a few further questions?".
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PR Campaign Prep PR Campaign Prep RulesRules
- Prepare Photography- The elevator pitch- Corporate profile- Press pack/online press office
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How companies How companies plan their plan their campaignscampaigns
Good Energy An independent renewable energy company based in
Wiltshire.
www.goodenergy.co.uk
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How companies How companies plan their plan their campaignscampaigns
The Organic Centre Promoting organic horticulture, gardening & sustainable
living, through training, demonstration & community projects
www.theorganiccentre.ie
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How companies How companies plan their plan their campaignscampaigns
Green WorksRecycles redundant office furniture, reducing landfill and
aiding
those from marginalised parts of society into employment
www.green-works.co.uk
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ConclusionConclusion
- PR is a valuable part of the marketing mix
- A strong, consistent PR message helps to build your brand
- Do your research, keep it fresh and current
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Thank you!Thank you!Contact [email protected]
for your free e-book: Better Marketing in Just 7 Days