What is communication? Why is it important? And what is PR? A workshop by Carina Bradl and Susanne Mairhofer, PioneersFestival2012.

1. Communication ... huh?!
Workshop @PioneersFestival
Vienna, Haus der Industrie, October 29th 2012
(c) SM & CB, PioneersFestival 2012
Montag, 29. Oktober 12

2. Carina J. Bradl
@cosmikming
carina.bradl@prima.co.at
PR Consultant
(c) SM & CB, PioneersFestival 2012
Montag, 29. Oktober 12

3. Susanne Mairhofer
@alittlesue
susanne.mairhofer@prima.co.at
PR Consultant
(c) SM & CB, PioneersFestival 2012
Montag, 29. Oktober 12

4. But that doesn‘t
mean you‘re
good at it...
„You can‘t not communicate.“ Paul Watzlawick
(c) SM & CB, PioneersFestival 2012
Montag, 29. Oktober 12

5. It‘s so much more than you
What is Public Relations? think!
(c) SM & CB, PioneersFestival 2012
Montag, 29. Oktober 12

6. You see a gorgeous girl at a party. You go up to her and say, "I'm a great lover.“
That's Direct Marketing.
You're at a party with a bunch of friends and you see gorgeous girl. One of
your friends goes up to her and pointing at you says, "He's a great lover."
That's Advertising.
You see a gorgeous girl at a party. You go up to her and get her phone
number. The next day you call and say "I'm a great lover."
That's Telemarketing.
You're at a party and see a gorgeous girl. You get up,
straighten your tie, walk over to her and pour her a
drink. You open the door for her, pick up her bag
after she drops it, offer her a ride, and then say, "By
the way, I'm a great lover."
That's Public Relations.
You're at a party and see a gorgeous girl. She walks
up to you and says, "I hear you're a great lover."
That's Brand Recognition.
(c) SM & CB, PioneersFestival 2012
Montag, 29. Oktober 12

7. Public Relations
• build relationships
• live your product / idea /
event
• talk about it, professionally
• share it, because sharing is
caring
• you‘re not selling a product,
you‘re telling and selling a
story
• it‘s not about persuasion,
but about education
(c) SM & CB, PioneersFestival 2012
Montag, 29. Oktober 12

8. Worst Practice
Examples
Nivea
Billa
(c) SM & CB, PioneersFestival 2012
Montag, 29. Oktober 12

9. Best Practice
Examples
Bodyform
Stratos - Lego
(c) SM & CB, PioneersFestival 2012
Montag, 29. Oktober 12

10. 4 steps of effective communication
ACTIVATE your network
COMMUNICATE with your network
ENGAGE your network
DEFINE your network
(c) SM & CB, PioneersFestival 2012
Montag, 29. Oktober 12

11. Elmo Lewis
(c) SM & CB, PioneersFestival 2012
Montag, 29. Oktober 12

12. Attention: attract the attention
of your "customer"
HOW are you going to do that?
WHO is your customer?
WHERE is he?
WHAT does he like to do?
(c) SM & CB, PioneersFestival 2012
Montag, 29. Oktober 12

13. Interest: raise "customer
interest" by focusing on and
demonstrating advantages and
benefits
WHAT are your advantages?
WHY are you better than other
events / products?
(c) SM & CB, PioneersFestival 2012
Montag, 29. Oktober 12

14. Desire: convince "customers"
that they want and desire the
"service" and that it will satisfy
their needs
WHY is it important for them to
be at your event / have your
product?
(c) SM & CB, PioneersFestival 2012
Montag, 29. Oktober 12

15. Action: lead customers
towards taking action
HOW and WHEN are they
going to register / participate /
buy?
(c) SM & CB, PioneersFestival 2012
Montag, 29. Oktober 12

16. This has all been theory. Let‘s get down to business.
(c) SM & CB, PioneersFestival 2012
Montag, 29. Oktober 12

17. Personal Design
• Business cards
• Social media
„DIY & be everywhere“
★ about.me
★ Xing.com
★ linkedin.com
★ twitter
★ facebook
★ G+
★ pinterest
★ ...
(c) SM & CB, PioneersFestival 2012
Montag, 29. Oktober 12

18. Corporate Design
• consistency
• easy & straightforward
• company knowledge
• get a pro to design it
(not the person in your company, who knows
how to get a cracked version of photoshop,
otherwise you might get something like
this:http://www.boredpanda.com/worst-logo-
fails-ever/)
• don‘t underestimate the power
of your website
(c) SM & CB, PioneersFestival 2012
Montag, 29. Oktober 12

19. Writing
• consistent wording
• get the right information for and
to the right people
• think about who you are talking
to
• consider the language shift:
don‘t „blahblah“ people
(c) SM & CB, PioneersFestival 2012
Montag, 29. Oktober 12

20. Partnering
• contact the right people
• use existing networks
• engage the people you already
know
• form cooperations
• hubs
(get into one or make your own)
(c) SM & CB, PioneersFestival 2012
Montag, 29. Oktober 12

21. Tools
• professional use of social
media
http://www.knallgrau.at/
facebookcontentstudie/img/
fb_studie_viknallgrau_infografik_english.png
• consider timing of posts and
facebook advertising
• cross-media communication
(it‘s not all about facebook!)
• press releases & pictures
• regular updated database of
journalists and bloggers
• SEO
(c) SM & CB, PioneersFestival 2012
Montag, 29. Oktober 12

22. Bucks
• It‘s all about money!
• Be aware: good PR is also a
question of money and doesn‘t
come free.
• It‘s worth it!
• Budget realistically.
• PR is not less important than
marketing.
(c) SM & CB, PioneersFestival 2012
Montag, 29. Oktober 12

23. (c) content and presentation: Carina Bradl & Susanne Mairhofer
copyright for pictures and screenshots with photographers.
no copyright infringement intended. non-commercial use only.
Montag, 29. Oktober 12