networking presentation jd
TRANSCRIPT
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What is PR?What is a PR story?
www.pr2go.com
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Definition
Public relations is all about reputation It’s used to gain trust and understanding between:
your business your industry your employees your customers the wider community
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Understanding reputation:
• Give examples of people who rely on PR:• Who in the media spotlight has used PR successfully and created a good brand?• Who has then got it wrong by not living up to the reputation they created? • Give examples of companies who have done the above?
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Some examples:
• Barrack Obama, Peter Andre, Cheryl Cole, Lewis Hamilton, Richard Branson
• Tiger Woods, Katie Price, Gordon Brown
• Toyota, Kraft, Anti-Bullying Hotline, Live Aid
• Important to MAINTAIN REPUTATION
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News
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Advert
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PR story
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Media types for PR include:• newspapers
• magazines
• radio
• TV
• online news
• blogs/e-newsletters/social networking
• Internal communications
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PR versus Advertising?
Public Relations Advertising
Free media space Paid for media space
Endorsed by third-party – eg editor Sales messages
Within news content In advert section
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The benefits of PR:
• PR builds awareness locally
• PR creates belief and trust (honestly)
• PR is always current
• PR builds ongoing relationships with local communities
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Because …
• PR comes from a source people trust …local paper, trade magazine, local radio station, favourite magazine, most visited website
• PR is part of the content so it gets read …people spend time reading the stories in publications
• PR says more … contains interest, quotes, photo, captions - more column inches for your money
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What PR isn’t
Avoid advertising your business!
50% off saleBest price
locallyPrice lists
We offer discounts
Unbeatable service
Free delivery
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What makes a good PR story?• Interesting To the readers, to existing customers to the local community?
• UniquenessFirst to market, an event, first/biggest/smallest ever, one-off?
• AchievementsAn award, a refurbishment, a record breaker, new manager?
• Emotive linkCharity support, family or animal related, humor, customer story?
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Stories – the people
Customer story
Owner Staff
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Stories – the industry
Acquisitions
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Stories – Location
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Thank you
• James Davies– Business Development Executive
• www.pr2go.com
• [email protected] - [email protected]
• 07775 408290 – 0844 8264277
• PR press releases from £49.99 per release
• £300 + VAT for a 12-month PR plan