pr to grow business

Enterprise UniversityAnn Marie Mayuga, AMM Communications LLC

Mary Schanuel, Synergy Group Marketing Communications

September 22, 2009

Today’s take-aways The Message - every company has a story Define your story Identify your audiences Communicate your story Impact your bottom line

Marketing umbrella Advertising Direct Mail E-Marketing Public Relations Referrals

Why public relations? Communicates

strengths to target audiences

Enhances credibility Increases awareness

Communicating strengths

Products and services Benefits and solutions Key message Tailor message to audiences

Defining your message What sets you apart? How is your company perceived by employees,

peers, competitors, customers, prospects? Elevator speech

Elevator Speech

Succinct and memorable Client/prospect wants to know

“What is in it for me?” Offer solutions Keep your prospect wanting more Conversational

Anatomy of an elevator speech Attention grabber Use action verbs Focus on benefits and solutions Use metaphors Differentiator Use testimonials Easy to deliver 15 – 30 seconds or about 150 words

Public relations tactics Web site Internal communications Media relations E-newsletter, E-blasts Blog Social media

Web site review A positive, competitive image Easy navigation Smart information Updated often Search engine friendly

Media relations What is media relations? Tools

News releases Media familiarization meetings Media advisories Story pitches

Media & the Web Push vs. pull Shrinking media funnel Gatekeepers to your customers Journalists depend on the Web

Arketi Web Watch Media Survey 88 percent of journalists spend 20 or more hours a

week on the Internet – up from 60 percent in 2007 85 percent have a LinkedIn account 55 percent are on Facebook 24 percent tweet on Twitter…

Journalists online

Sources for stories

Out of (web)site, out of mind 80 percent of B-to-B journalists say companies

without a Web site are less credible When journalists can’t reach a company source,

44 percent turn to the organization’s Web site

Your virtual image Your on-line presence Does your Web site reflect your corporate image? What does it say about quality? What image does it project?

What makes a Web site useful?

New ways to connect

Social networking*: Advantages

Connect with lots of new people Get the word out without an intermediary Establish yourself as expert in your field Connect with clients

Disadvantages Can consume lots of time Most connections don’t amount to paying clients

*Credit: “Strategies: Which social networking site is best for your small business?” by Rhonda Abrams,

May 15, 2009, USAToday.

What are they? – 140 characters; establish a base of

followers. Quick hits. – Focused on helping professionals

connect. (Facebook) – Social networking site for family

and friends. Use to create business fan page. – Site is all videos. Post video of your products

for prospects.

Differentiated? Oops!Share and discover what’s happening right now, anywhere in the world.

Facebook helps you connect and share with the people in your life.

Connects you to trusted contacts and helps you exchange knowledge, ideas and opportunities with a network of professionals.

A place for people to discover and share content from anywhere on the Web.

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Today’s take-aways The Message - every company has a story Define your story Identify your audiences Communicate your story Impact your bottom line

Questions & Answers