pr 101 - paulwriter.com · pr 101 “public relations is a strategic communication process that...
TRANSCRIPT
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PR 101
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“Public relations is a strategiccommunication process thatbuilds mutually beneficialrelationships betweenorganizations and their publics.”PRSA
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PR vs Ads
Advertising is what you pay for.Publicity is what you pray for.
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ADSNATIVE ADVERTISINGGOOGLE ADWORDS/ DIGITAL ADSINDUSTRY CONFERENCESFEATURED WEBINARSPAID NEWS DISTRIBUTIONPAID RELEASES
WAYS TO REACH THEPUBLIC
PAID
THOUGHT LEADERSHIP PROGRAMEXPERTS CORNERAWARDS PROGRAMCOMPANY-HOSTED EVENTSSOCIAL MEDIA PRESENCEONLINE COMMUNITYRESEARCH LABNEWSLETTER
OWNED
FOCUSED EFFORTS THROUGH PRINFLUENCER RELATIONSANALYST RELATIONSTRADE BODY OUTREACHPARTNER OUTREACHAWARDS
EARNED
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REACH
CREDIBILITY SEO
ROLE OF MEDIA
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PR AGENCY SERVICES
COMMUNICATION STRATEGYCONTENT CREATIONCORPORATE REPUTATIONCRISIS MANAGEMENTFINANCIAL COMMUNICATIONINFLUENCER OUTREACHMEDIA RELATIONS/ACCESSPUBLIC AFFAIRS
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MEASURING VALUEADVERTISING VALUE EQUIVALENCY
IMPACT ON BUSINESS OUTCOMES
INPUT - DID THE AGENCY PROVIDE THEOPPORTUNITY TO CONNECT?
OUTPUT - CONVERTED OPPORTUNITIES
DID THINGS IMPROVE ON ANY FRONT?CREDIBILITY/SEO/REACH?
NOTE: DON'T EVALUATE CREDIBILITY MEDIA ON THE SAMEMETRICS AS REACH. YOU MAY HAVE TO PAY FOR REACH
SIMILARLY SEO MEDIA WILL DELIVER SEO - NOT CREDIBILITY ORREACH
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PAYMENT MODELS
FIXED PRICE CAMPAIGN
RETAINER
RETAINER+PERFORMANCE
BARTER - DIRECT WITHPUBLICATION
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The PlanWeek 1-2
DISCOVERY INCLUDING INTERNAL SURVEYS AND EXECUTIVE INTERVIEWS
WEEK 3
IDEAS FOR THEMES, TOOLS AND MESSAGING ARCHITECTURE
WEEK 4
PRESENT DRAFT PLAN FOR COMMUNICATION CALENDAR
WEEK 5
FINALIZE PLAN AND IMPLEMENTATION TIMELINE
WEEK 6
OPERATIONAL PLAN - RESOURCING, BUDGETING, FREQUENCY, SOURCINGTOOLS
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DIY OR OUTSOURCE? TIME VS MONEY
1 HOUR A DAY FOR OUTREACH
ESTABLISHED EXECUTIVE BRAND
OWNED MEDIA PLAN
SUPERLATIVES IN PLACE
ACCESS TO PUBLISHERS
1 HOUR A DAY FOR CONTENT
CAMPAIGN IDEA
ORIGINAL CONTENT
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MEDIA MAGNETSRESEARCH
AWARDS - WINNING OR GIVING
TRENDING TOPICS - CAN BE PART OF A FEATURE
ACCESS TO EXPERTS
INFOGRAPHICS
GOOD DEEDS
CONTROVERSY: GO AGAINSTTHE TIDE ON A TRENDINGTOPIC
“Data is yourenemy, story isyour friend”.
GIRISH MATHRUBOOTHAM, CO-FOUNDER FRESHWORKS
VALUE TO THEIR READERS