Uneak White's Personal Brand Exploration Presentation
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Marketing Communications Understanding Pr September 22, 2009
1. Marketing Communications: Understanding how public relations grows your business and the tools to use Enterprise University Ann Marie Mayuga, AMM Communications LLC Mary Schanuel, Synergy Group Marketing Communications September 22, 2009
2. Todayâs take-aways The Message - every company has a story Define your story Identify your audiences Communicate your story Impact your bottom line
6. Defining your message What sets you apart? How is your company perceived by employees, peers, competitors, customers, prospects? Elevator speech
7. Elevator Speech Succinct and memorable Client/prospect wants to know âWhat is in it for me?â Offer solutions Keep your prospect wanting more Conversational
8. Anatomy of an elevator speech Attention grabber Use action verbs Focus on benefits and solutions Use metaphors Differentiator Use testimonials Easy to deliver 15 â 30 seconds or about 150 words
9. Public relations tactics Web site Internal communications Media relations E-newsletter, E-blasts Blog Social media
10. Web site review A positive, competitive image Easy navigation Smart information Updated often Search engine friendly
11. Media relations What is media relations? Tools News releases Media familiarization meetings Media advisories Story pitches
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13. Media & the Web Push vs. pull Shrinking media funnel Gatekeepers to your customers Journalists depend on the Web
14. Arketi Web Watch Media Survey 88 percent of journalists spend 20 or more hours a week on the Internet â up from 60 percent in 2007 85 percent have a LinkedIn account 55 percent are on Facebook 24 percent tweet on TwitterâŠ
17. Out of (web)site, out of mind 80 percent of B-to-B journalists say companies without a Web site are less credible When journalists canât reach a company source, 44 percent turn to the organizationâs Web site
18. Your virtual image Your on-line presence Does your Web site reflect your corporate image? What does it say about quality? What image does it project?
28. Most connections donât amount to paying clients*Credit: âStrategies: Which social networking site is best for your small business?â by Rhonda Abrams, May 15, 2009, USAToday.
29. What are they? â 140 characters; establish a base of followers. Quick hits. â Focused on helping professionals connect. (Facebook) â Social networking site for family and friends. Use to create business fan page. â Site is all videos. Post video of your products for prospects.
30. Differentiated? Oops! Share and discover whatâs happening right now, anywhere in the world. Connects you to trusted contacts and helps you exchange knowledge, ideas and opportunities with a network of professionals. Facebook helps you connect and share with the people in your life. A place for people to discover and share content from anywhere on the Web.
31. Todayâs take-aways The Message - every company has a story Define your story Identify your audiences Communicate your story Impact your bottom line