How to Build a Brand using Public Relations

James Rothnie

Agenda

Welcome

Housekeeping notes

Session starts

Q&A

End of webinar

House Keeping

Slides will be available on our SlideShare page, link will be emailed to you

Recording of the webinar will be available to download, link will be emailed

Take the time to complete post-webinar survey that will pop up at the end

You can type your questions throughout the session

Time will be allocated in the end for the speaker to address your questions

What is Public Relations?

“Public Relations practise is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics.” (IPR)

- goodwill and understanding, not necessarily approval or popularity

Public Relations Functions

- consumer- product- corporate- issues and crisis- financial - government- internal- partners- stakeholders

The Planning Process (in order)

ANALYSIS OBJECTIVES

PUBLICS

MESSAGES

STRATEGY

TACTICS

TIMESCALES

RESOURCES

EVALUATION

REVIEW

Analysis

with the objective of bringing low cost flights to Europe

Messages

- informal- low cost- direct sell- ticketless- one class- no “free lunch”- fair and transparent- taking on the big boys

The web’s favourite airline!

The Battle with British Airways

The Airline TV Series1999-2006, 9 series, 118 episodes

Brand Building in the UAE

In Summary

- identify where you are now- decide where you want to be- articulate what you want to say and to whom- deliver your message- be brave, innovative and unique

Questions?

Please type your Questions in the box on the right of the Control Panel

Thank you for your time!