beyond buzz: building value through thought leadership
DESCRIPTION
TRANSCRIPT
Beyond…
“Building value with thought leadership”
By: Stacy ArmijoVice President, Pierpont Communications
Who should consider PR?
• Influence within your industry• Stakeholders don’t know or understand you• Shape or respond to regulations• Online reputation is a priority• Employee recruitment or retention• Vulnerable to crisis• Seek “third party credibility”• Generally, more awareness and reach
Who should not implement PR?
• Nothing newsworthy to say• No committed to the rhetoric they espouse• Seeking a “quick hit” or short-term sales boost• Unwilling or unable to invest the time• Uncomfortable giving up control
How to generate PR opportunities
• Celebrate anniversaries and company milestones
• Apply for industry awards and promote wins• Identify core issues and proactive pitch
reporters• Solicited contributed article opportunities• Publicize charitable activities• Celebrate relevant holidays
Generating PR opportunities (cont.)
• Monitor news & “friend” key reporters• Collect and pitch editorial calendars• Solicit speaking engagements• Engage clients in media relations• Leverage breaking news for media interviews• Request media briefings during trade shows• Issue news releases
During a media opportunity
• Explicitly state your objective (to yourself)• Research the reporter and news outlet• Plan you key points strategically• Anticipate questions and practice answers• Be friendly and conversational, but professional• Bridge back to key messages• Solicit feedback from the reporter• Follow through with anything promised
Things to Avoid
• Issuing “news” for no reason• Lying or exaggerating• Flying blind into an interview• Making your salesperson your spokesperson• Using meaningless buzz words• Giving up after two months
Cred
ibili
ty
Cont
rol
Cost
Beyond…
“Building value with thought leadership”
Stacy ArmijoVice President and General Manager, Austin
Pierpont Communications
Public Relations • Public Affairs • Marketing
Austin • Houston • Dallas • San Antonio