how to make money from pr

PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT

How to make money from PR & Marketing

2PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT

Who are these people?

Tracey Barrett@[email protected]


How is marketing & PR perceived?

• Often seen as a cost rather than an investment • Still a challenge equating marketing and revenue• Sales led organisations see leads as generated by sales• Marketing & PR should be lead generators• Marketing and PR should be measured


The year ahead - An evolving sector

• Your clients have lots of routes to talent pools• Adding and demonstrating value is key• Differentiation – but how?


The power of three

• More clients• More candidates• More great people to work for you


It’s all about engagement!


Media relations as part of the business development strategy

• Credibility• Shareability• Stretchability…….into other forms of content


But where? Ego or benefit?


Having something to say


Shaping the messageThe people agenda


What’s the business plan?

“Often I was trying to build a marketing strategy around the

gut feel of the MD as to the general direction in which the

company was going – it’s pretty difficult to build a marketing

strategy without the context!”


How can you measure success?

“We had a consultant who earned a 17k fee from a client who had ‘called up out of the

blue’. When we tracked it we found that the client

had downloaded a thought leadership article we had in the press from

the website – and that the link had come from

Twitter

“When I joined, we were making most of our

placements from Accountancy Age – which

was odd given that we hadn't advertised there for 2

years – it was simply the first option on the drop

down menu!”


• Outputs – getting read – getting shared• Outcomes – what is happening to…traffic/social

shares/LinkedIn profile views• Business Results - Building PR into the BD cycle


……And finally

A recent article for one of our clients in European Oil and Gas magazine prompted a new client to

give them assignments worth more than £100,000 in potential fee income

…..who wouldn’t want that ??