Slideshare presentation
- 1. Make me a PR Developing a public awareness & communication S T R AT E GY
- 2. Knowing Me, Knowing You
- 3. Agenda Ice Breaker: Brand Recognition Exercise Advertising vs. Public Relations Identify Challenges and Opportunities Set Goals and “Plan the Plan” PR Tactics PR Tools Next Steps and Brief Review Questions
- 4. Brand Recognition Exercise 1. Product or Service 2. Recent news 3. Reputation Let’s break the Ice
- 5. What is the difference between Advertising & Public Relations?
- 6. This is why I love analogies… If a guy tells his date how handsome, smart and successful he is — that’s advertising. If someone else tells the woman how handsome, smart and successful her date is — that’s public relations.
- 7. “Advertising: he’s your brother, and everyone thinks he’s cool.”
- 9. Public Relations helps companies
- 10. Examples of PR Tactics & Tools
- 11. PR Tactics…to name a few (there are many) Share stories or localize a “trend” story Develop an earned media strategy to pitch media Issue news releases and media advisories Sponsor or host an event Get more involved in industry events Public Service Announcement Campaigns Start a contest (partner with another group to save money) Conduct a PR stunt Release a poll or survey Create a video news release Begin a blogger outreach campaign Go on a media tour – talk to communities at large Develop a separate website on a specific issue
- 12. Tools to communicate your message
- 13. Next Steps: The Meat and Potatoes What are your Challenges? Set Goals Target Audience(s) Establish a Timeline Program Development Budget Identify your PR team Identify your Spokesperson(s)
- 15. Challenges People don’t know us No one understands what we do We’re underutilized Other organizations speak on our behalf – beat us to the punch People know of us, but they don’t know how to reach or hire us
- 17. Get more people to Increase awareness use dietitians on diet-related health issues Make a splash! Change public perception Get more people to join the profession Improve attitudes towards us Get government’s attention Be viewed as a Secure more “thought leader” funding
- 18. Who is your Target Audience? (or audiences)
- 19. Target Audience - What do we know about these people? Age Gender Marital Status Race Geographic location Financial situation Education
- 21. Timeline Implementation date? Duration – i.e. months or one year? Milestone dates? Short-term or long-term commitment?
- 22. What is an example of a PR and Advertising Campaign?
- 23. www. bingedrinking.ca Public service campaign to educate people on binge drinking Partners include BC Government, City of Vancouver, TransLink, Fra ser Health Authority, VPD, Universit y of Victoria. Bus ads, website, proactive media outreach
- 24. www.bingedrinking.ca Two-prong approach with advertising and public relations Media coverage Drives activity to website Increases public awareness on a social issue
- 25. Initial thoughts on approach Two prong approach – advertising and PR strategy PR – pitching stories to media on current topics/issues Develop a dedicated website to an issue or concern
- 27. Budget tips Earned media + some advertising = more cost effective campaign (and a generally more effective campaign all around)
- 28. Who is your PR team?
- 29. PR Team Outsource PR (shop around) Big firms are more expensive Independent contractors need to be researched Always ask for a portfolio of work Word-of-mouth endorsement In-house PR (suited for bigger organizations) Is this really a full-time job?
- 30. Who is your Spokesperson? (you may have more than one)
- 31. Spokesperson = The Voice The voice/face of the organization The calm during in the storm The activist The thought leader The trouble shooter The leader
- 32. Eighty percent of success is showing up. Woody Allen
- 33. Next Steps: The Meat and Potatoes What are your Challenges? Set Goals Target Audience(s) Establish a Timeline Program Development Budget breakdown Identify your PR team Identify your Spokesperson(s)
- 34. Group Discussion
Editor's Notes
- #3: And yes, if you were wondering, I really do like ABBA but that’s not what this slide is about. And please don’t hold my love for Abba against me.This is where I talk about myself and you tell me about yourselves. This is also why I love talking to smaller groups because even though I’m presenting, we can have a dialogue. So, if you have a question during the presentation, please feel free to interrupt. About me…I have been working in media, PR and communications for about 8 years. I started off as a reporter, moved into a public relations agency where I did a lot of marketing communications and then went in-house to work for a construction company, where I mostly deal with issues, stakeholder engagement among some other things. And I’m fortunate to have the ability to have my own clients from time to time which keeps things interesting and current for me. Some folks like to know what client files I’ve worked on and while there are many, some to note are the Heart and Stroke Foundation of BC and Yukon, MerckkFrosst, Glaxo Smith Kline, Pfizzer, Unilever, to name a few. So, I’m going to go around the table and ask everyone to first introduce themselves, tell me what they do outside of the College in terms of work or play, and then we’ll move onto the next thing.