The TRUTH in Business Communitaion

The TRUTH In Business Communication
ŠKIS
Slovenia 2013
Kelly Pereira
Public Relations Consultant

Agenda
•Business Communication
–Public Relations overview
–Forget the Boarders
–Complete Communication Strategy and Importance
•Prepare for success
–Operate On-line
–Know your goal
–Where will you be in 2 years?
–How To Stand Out – Developing Your UNIQUE Capacities
–The Grow Model
–Know your benefits & audience
–The importance of selling & continously LEARN
The TRUTH in Business Communication
Kelly Pereira | Public Relations Consultant
Slovenia - 2013 - ŠKIS

Business Communication
What Is It?
What does it mean?

Business Communication - The Areas of Focus
•Corporate Communication
•Internal Communication
•External Communication
•Marketing
•Public Relations
•Digital Communication
•Communication for the Public Interest

Public Relations
•Started as
Publicity & Press Agents - With the development of mass media. Early PR
firms combated the bad press by placing positive stories about their clients in
newspapers. (more definitions)
•What is said
“Public relations is the management function that establishes and maintains
mutually beneficial relationships between an organization and the public on
whom its success or failure depends.” (Broom, 2009)
•What is seen (market perspective)
PR means "Using the news or business press to carry positive stories about
your company or your products; cultivating a good relationship with local
press representatives“ equals Publicity (Entrepreneur.com, 01)

Public Relations
Public Relations Sub-Disciplines (read more)
• Corporate Communication
• Internal Communication
• Publicity
• Investors Relations
• Financial Communication
• Lobbying
• Public Issues
• Media Relations
• Community Relations
• Issues Management
• Crises Management
• Digital Communication
• Communication for the Public
Interest
(White & Mazur, 1995 ; Wilcox, Cameron & Xifra , 2006)

•Corporate Communication
•Internal Communication
•External Communication
•Marketing
•Public Relations
•Digital Communication
•Communication for the Public Interest

•It is Communication Strategy (should always be aligned with the Business
Strategy of the Company)
•The main questions are:
–Where am I?
–Where do I want to go?
–What do I need to do to get there?
•How?
–Set SMART goals:
Specific, Measurable, Achievable, Realistic and Time based.
–What do you want to achieve (intention)?
–Who do you want to achieve (proportion)?
–When (short term & long term deadline)?

•Act
–Specific audiences demand specific tactics
–In specific channels
–At a specific time
•Evaluate
–At all times
–Evaluate in the beginning, adjust and make corrections
–Evaluate the outcome of the adjustments and re-adjust again
–Analyze the evolution and the outcome of the strategy

Case Study
Exercise

Prepare for Success
LEARN THIS OR DIE A SLOW DEATH
(PROFESSIONALLY, THAT IS…)

Prepare for success
•Competitive market
•Specialization
•Fast speed reality
•New ways of communicating

Prepare for success
•Competitive market
•Specialization
•Fast speed reality
•New ways of communicating
HOW ARE YOU GOING TO STAND OUT FROM
THE CROWD?

Operate On-line
•Facebook, Twitter,
YouTube and Linked-In
are the main mediums
Linked-In is the social
Media of choice for Financial
Business Professionals.

Operate On-line

Operate On-line
•Linked-In
–Perfect your profile
–It’s about them, not about you
–Ask for recommendations
–Request Introductions
–Send In-Messages
–Be active in various related groups
–Follow companies / job offers
–Upgrade your account and get profile organizers, industry
information

KNOW Your Goals
•Where will you be in 2 years?
–Is this goal realistic?
–What is the level of intent (How bad you want this?)
–Are you ready to commit to everything required?
–Are you willing to give up on everything that it takes to
make it happen?
–Know exactly what you want
–Make a commitment
–Move towards it
–Change accordingly

KNOW Your Goals
•How can you stand out from the crowd?
–What makes you different?
–What is UNIQUE about you?
–Where do you excel in?
–What characteristics do you have that
makes you stand out / grabs attention?

KNOW Your Goals
•The GROW model
•What is your goal/ What is it that you want to
achieve?
–When do you want to achieve it by?
–What if you had all the time in the world?
–What is stopping you from doing it?
–When will you take action?

KNOW Your Goals
•Know your benefits
–Think about 20 benefits that you offer
–Narrow it to 3 benefits, to pitch yourself /
your product or service
–What is your client’s pain NOW?
–What pain will you eliminate?

KNOW Your Goals
•Know your audience
–Age Range
–Sex
–Profession
–Level of Education
–Interests/Hobbies
–Race
–Reading Habits
–Buying Habits
...

KNOW Your Goals
•The Importance of Selling
–Interview, product, service – We are always
selling something
–Journalists need to sell their story
–Lawyers needs to sell their services
–Restaurants/Stores need customers
–Promoters need media presence for events

KNOW Your Goals
•Continuously LEARN
–Constantly expand your knowledge, DAILY!
–Build your own library
–Discover your areas of expertise. Be THE
BEST at it!
–Correct/resolve weaknesses
–Go the extra mile

Thank you!
@KellygPereira
uk.linkedin.com/in/kellypereira/
www.kellypereira.eu

•Where is Kelly Pereira?

Recommended Reading
Gladwell, M. (2002). The tipping point: How little things can make a big
difference . New York: Hachette Book Group.
Holmes , C. (2007). The ultimate sales machine: Turbocharge your business
with relentless focus on 12 key strategies . New York: Portfolio Trade.
Hopkins , T. (1998). Sales prospecting for dummies. Hoboken: John Wiley
& Sons, Inc.
Hopkins , T. (2005). How to master the art of selling . New York: Hachette
Book Group.
Hopkins , T., & Kench , B. (2007). Selling for dummies . Hoboken: John Wiley
& Sons, Inc.
Tracy, B. (2013). Eat that frog!: Get more of the important things done - today!.
London: Hodder & Stuoghton.

References
Broom, G. M. (2009) Cutlip & Center’s effective public relations. 10ª Edição.
Englewood Cliffs, NJ: Prentice Hall.
Entrepreneur.com. (01, 01 13). Public relations. Retrieved
from http://www.entrepreneur.com/encyclopedia/public-relations
White, J., Mazur, L. (1995) Strategic Communications Management –
Making Public Relations Work. Singapore: Addison-Wesley
Publishing Company.
Wilcox, D. L., Cameron, G. T., Xifra, J. (2006) Relaciones Públicas –
Estrategias y Tácticas. 8ª Edição. Madrid: Pearson Educación. pp. 1-89.

The TRUTH in Business Communitaion

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