pr in a crowded marketplace by beth cochran, kristin hege
TRANSCRIPT
PR in a Crowded Marketplace
Beth Cochran@BethCochran
Kristin Hege@khege
WHAT WE’LL COVER
• Defining your message, vision and values• What your PR strategy should include• How to determine ROI• Tools, tips and tricks
ARE YOU A STORYTELLER?
Your message must be consistent across all mediums1. How do you describe your company?2. How do your employees describe your
company?3. How does your mother describe your
company?
HOW MUCH PR DO YOU NEED?
Don’t chase the glitter1. Know where your customer is spending
their time2. Not every social media channel, popular
blog and conference is right for you3. Time vs. Reward
THOUGHT LEADERSHIP
Done correctly, thought leadership can help build an audience, trust and leads1. It’s not all about you2. What value can you contribute?3. What are your customer’s pain points?4. Do you have the time?
AWARDS
The right strategy can get your company in front of the right people1. Everyone likes a winner2. Culture win3. Competition4. Have a realistic budget
INFLUENCERS
The loudest voices in the room get the attention1. Get to know them first – what do they
care about?2. Content partnerships – It’s give and take3. Show your value4. Have a plan
MEASURING PR’S RETURN
How to evaluate your efforts1. Have goals before you begin2. Know what data you need to measure3. Test fast, fail fast...or succeed fast
DIY? YOU’LL THANK US FOR THESE TOOLS
1. Google Alerts, Google Trends2. Canva3. Justreachout.io
