PR ( public relation ) fundamentals ( all you need to know in 1st step )
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Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics through communicating messages in the right format, at the right time, and to the right audience. The goal is to create value for both parties through beneficial relationships. Effective PR uses powerful communications to build brand awareness, image, and loyalty by clearly communicating benefits to customers, prospects, media, and decision-makers. It tells the story of a business and ensures the public is listening in order to broaden visibility, position executives as innovators, and generate sales.
PR ( public relation ) fundamentals ( all you need to know in 1st step )
- 2. What Is PR? Public Relations Society of America Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics. Public relations is (strategically) communicating your organization’s messages with right content and format at the right time and in the right place to the right audience. With the proliferation of tools and technologies, we can measure the value of those efforts and how they align with a business’ overall mission. (In the end it should create beneficial relationships for the involved parties) Marla Aaron
- 3. Expertise- Business Marketing PR Powerful communications are at the heart of brand image, awareness and loyalty. In order to achieve real success in today’s ultracompetitive marketplace, companies must effectively, consistently and clearly communicate the benefits of their branded offerings. We provide compelling, integrated public relations programs that focus on raising awareness among customers, prospects, relevant media and influential decision-makers toward outstanding image. We don’t just tell the story of your business; we make sure the public is listening. Whether it is broadening brand visibility of products and services, positioning company executives as industry innovators or even generating sales inquiries, our highly targeted, technologically forward multimedia campaigns drive results.
- 4. Expertise- Consumer Marketing PR We know that the most valuable brands are shared brands. We’re the experts at the new marketing paradigm, where traditional approaches to brand management are replaced by a dynamic co-ownership model. Our campaigns recognize that brands compete for action and advocacy in a free market, where people don’t just buy products, but also regulate business decisions with their collective voice. We get consumer brands noticed — by engaging the right audiences, via the right platforms, at exactly the right time.
- 5. Expertise- Corporate PR In this Era of Engagement, we know that increased demands for transparency and authenticity mean that companies must speak with one voice. A voice that is credible and compelling to every stakeholder. And everything must be integrated, because everything is accessible and visible. We help our clients build relationships with consumers, investors, employees, regulators, journalists and other stakeholders across a broad range of markets, product lines, and economic circumstances, in a way that drives value for their business. We build one powerful enterprise brand voice to unlock value and build reputation
- 6. Expertise- Personal PR Media is one of the biggest influences on shaping public opinion about key persons’ image. Our expertise can help with a variety of services to identify appropriate messaging, effectively engage audiences and communicate key points to individual stakeholders in most suitable methods. Our expertise will facilitate your strengthened executive presence, make outstanding your confidence and leadership skills, polish message delivery and develop tactics to effectively communicate with customers, management, peers, shareholders and on top of all media and society. Media will be your outstanding platform
- 7. Expertise- Crisis Communications PR reputational risk and crisis response. This is where our Crisis & Risk team can help, especially when the stakes are highest. This always-on era of engagement requires a culture of preparedness. A multi-faceted preparedness strategy must include the ability to anticipate, and see around corners to prevent and diffuse issues. The capability to be constantly prepared with a practiced team and proven rapid response expertise, combined with the knowledge to protect and restore reputation is our job. Our expertise preserves and protects our clients' valuable reputations and brands The trust of customers and the public is developed by how companies (or individuals) manage
- 8. Expertise- Social Media PR We think a successful social media strategy involves more than accumulating Likes, Followers or positive sentiment. It should be contextual and aligned with the tenets of a brand and desired consumer experience. We can help. we build content, community and collaboration in digital spaces. We start with consumer insights, derived from social monitoring, custom research and our own social brand planning framework, and then build engaging campaigns in social, digital and mobile platforms. Key services include social brand planning, monitoring, influencer relationship management, design & development, content activation, digital analytics. We touch the heart and mind of audiences and make you wine the both by using influence of key drivers of social media & blogs
- 9. Traditional PR & New Shifts PR News Release Announcement News Wire Services Media Relation Image & Reputation Building & … . New Shifts Time shortage, large amount of news and advertisements, being more specific. The way people want to receive information and what sparks their action today. Emerging of digital, online and social media. More Speed Means To Be More Busy
- 10. PR Program Essetials Important elements of PR program: - Research - Strategic planning - Transparency - Ethique - Measurements With PR we could create: - Exposure - Engagement - Preference - Impact - Advocacy - Or whatever else In PR 100% we should be active listener then the others will do the rest!
- 11. The Story Of Viral Tells The Rest Word of moth is 10 up to 15 times as effective as traditional advertising. Successful viral starts from 5% of target population and goes over 30% sometimes! The reasons of stronger effect of word of mouth: - Trust (you trust your friends but not adds since adds always says good things about what they want). - Targeting (use existing customers and supporters to find new one like domino game). But Why Some Are Successful & Some Are Not?
- 12. Shall We Use Just Online? Only 40% of word of moth is online (in best situation) but the rest is offline! Other is face to face. How to have both an online and offline? Followers are not much matter since just 2% of them share and talk. Then how we could make it happen? People to talk and share!
- 13. How To Make It Happen? S T E P P SS The since of why people talk and pass
- 14. S: Social Currency- I Make People Look Good & Feel Good (I am better than others) Pass Code Make Yourself Secret & Special! The Better Something Makes Someone Look, The More They Are To Share It. Choices Communicate Information: with people choices we can understand who they are. To Get People Talking Or To Share, Make Them Looking Good In The Process.
- 15. Questions to ask: • How we could make people feel like insiders? • How can we make them feel like they have exclusive and secret content? S: Social Currency- II Make People Feel Like Insiders Make Them Feel They Have Information Which Others Doesn’t Have and Sharing Them Makes Them Look Smarter
- 16. S: Social Currency- III Showing Your Inner Remarkability Something Worthy Of Remark Survey Of 7000 New York Times Articles Shown What Could Be Viral: • More Surprising • More Interesting But What If Our Case Is Not Interesting & Surprising Then Do Find It. We Should Show Our Inner Remarkability Rather Than Telling It Marketing budget: 50 $ Sales impact: 700%
- 17. T: Triggers- Time Conditional Reminding People With Triggers: Time Conditional Trigger Means To It Top Of Mind & Tip Of Tongue Trigger Science: A Stimulus In The Environment That Reminds Of Something Else. People Remember You On Some Specific Time/ Times
- 18. Reminding People With Triggers: Things Or Places (Something) What Environmental Stimulus Is Going To Trigger People To Think About Your Product Or Idea? T: Triggers- Thing Or Place Conditional
- 19. E: Emotions- Caring People Involving People With Content Is Important But In Right Way Right Time + Right Place + Right Thing + Right Emotion When We Car We Share! The Fact Is Emotional Contents Are 20% More Likely To Be Shared Always Ask Yourself Why People Should Care. Homeless Dog Story
- 20. Decrease Sharing Increase Sharing E: Emotions- High- Arousal Feeling Not Every Emotion Could Be Useful
- 21. P: Public- Imitation Making Things Easier To See & Imitate We Often Use Social Proof As A Signal How We Should Behave If It Is Crowded Then It Is Good If It Is Built To Show It Is Built To Grow
- 22. P: Public- Private Public Making A Private Public Make contents Color: Apple Headset Logos: 18 Times Larger
- 23. P: Public- Useful Information Crafting Useful & Helpful Content Practical Value: Provide People With Useful Information Because They Share It To Help Others 10 M View Just For Corn Useful Short Number Lists
- 24. P: Public- Rule Of 100 One Of The Best Ways To Catch Eyes Are Figures But How? Which Figures You May Use Amount 40 USD Using The Rule Of 100 Discount 10 USD 25% Amount 400 USD 100 USD 25% Always Use Bigger Figures
- 25. S: Stories Stories & Putting STEPPS Into Practice Telling Stories That Carry Your Massage Stop Selling & Start Story Telling The Guy Who Lost 120 Pound In 3 Months A Story Is Like Trojan Horse For Our Massage To Be Shared
- 26. Build The Narrative The story of a club with 3 different types of ice cubes Vanguard story “The At Cost Coffee” Question need to be asked: - What is the idea to get across? - What is the key concept to be shared? - Are we sure our idea is the key detail of our Trojan story?
- 27. Now what Is The Real Meaning Of PR Involve all human senses & feelingsGood story Right medias + + = Article Word Of Mouth TVC Poster Video Rumor News
- 28. How To Start PR - Come up with the target audiences demography & psychograph. - Find communities their culture, rules & what make them to share. Observe - Make survey of some key words in the same communities and find the type of content which moves them to share. - Find key drivers. Listen - Identify and choose the people you need to engaged with. Identify - Analyze and internalize your learning for better PR outcome. Internalize - Connect and share your finding with related different departments. Route - Digest your information before our put. - Set goals pre customer and market requirements. Process - Make your content as it was said. - Provide transparent and reliable information to right audiences. - Make interaction. - Monitor and use tools. Participate - Receive feed back from audiences. - Receive VOC. - Analyze your data. - Provide solution for the next plan how to be optimized. Learning