Why do you do PR? To increase revenue. Everything else is noise.

1. Influence
Crea+ve
content
-­‐
Constant
interac+on
Frederic
Moraillon
-­‐
Managing
Director
-­‐
Blah
Blah
PR
-­‐
frederic@blahblahpr.com
+65-­‐96253132

2. Why
Who
What
When
Where
How
Why do you do PR?
To increase revenue. Everything
else is noise.
First, you need to know where
your business is and then adapt
your PR strategy to it.
Strategic Review:
• Business Plan
• Marketing Plan
• PR Plan

3. Why
Who
What
When
Where
How
Prospec+ve
customers
Who do you do PR for? CXO
suite
(the
bosses)
CIOs
and
team
(the
selectors)
PR is often linked to the End-­‐users
(the
influencers)
media but it’s a small part of
it.
It’s about all the publics you
must reach to enhance your
Influencers
business.
Media
&
Analysts
Internal
Partners
Spokespeople
Industry
AssociaQons
Employees
Government
bodies
Previous
&
ExisQng
Customers

4. Why
Who
What
When
Where
How
What
do
you
do?
So
many
things
you
can
do
as
the
Wordle
on
the
right
shows.
Yet
there's
only
two
things
you
need
to
do:
• Crea+ve
content
• Constant
interac+on
Then
measure,
measure,
measure.

5. Why
Who
What
When
Where
How
When
do
you
do
PR?
The
PR
Time-­‐Space
paradox:
The
true
value
of
PR
emerges
when
you
do
it
constantly,
when
you’re
always
searching
for
an
angle
to
talk
with
your
Everything
Stays
public.
It’s
beyond
markeQng,
it’s
beyond
sales.
It’s
relaQng
to
your
public,
Everything
Disappear
listening
to
them,
ge]ng
t h e m
i n v o l v e d
a n d
engaging
in
a
true
two
way
relaQonships
benefiQng
both
parQes.

6. Why
Who
What
When
Where
How
Where
do
you
do
PR?
It
seems
that
the
whole
world
has
moved
online
so,
yes,
you
must
do
PR
online
(as
well
as
offline
of
course
)
The
social
media
have
taken
over
part
of
our
world
and
given
a
fresh
window
into
our
customers’
behaviour
and
interests.
You
must
be
there
and
am
sure
someone
told
you
to
start
a
Facebook,
Linkedin
or
Twiber
account.
These
are
but
the
Qp
Brian
Solis
of
the
iceberg
and
you
need
to
c o v e r
a l l
y o u r
i n t e r n a l
departments.

7. Why
Who
What
When
Where
How
How?
PR,
MarkeQng
and
sales
are
all
about
revenue
generaQon
and
MarkeQng
the
three
need
to
work
in
unison.
PR
Sales
Blah
Blah
PR
offers
a
unique
b l e n d
o f
P R
f o c u s e d
o n
CreaQve
Content
developing
crea+ve
content
and
constant
interac+on
to
help
e n s u re
yo u
a c h i e v e
yo u r
revenue
target.
We
use
a
crowdsourcing
model
Constant
to
ensure
we
get
the
best
experts.
InteracQon

8. Why
Who
What
When
Where
How
How
to
measure
PR
ROI?
Revenue
Focused
• How
many
addiQonal
hits
did
your
website
achieve
during
your
campaign?
• What
was
the
percentage
of
those
hits
that
turned
into
inquiries?
Into
sales?
• Can
you
correlate
with
business
outcomes:
Did
your
target
buy
more?
• Have
you
asked
your
prospect
or
customer
the
source
of
their
info?
TradiQonal
• Clipping:
How
many
arQcles
did
you
get?
What
where
their
tone?
• Was
your
menQon
prominent?
Dominant?
In
the
arQcle?
• Are
you
menQoned
on
equal
fooQngs
with
your
compeQtors?
• Can
you
measure
the
difference
in
demand
before
and
afer
a
PR
campaign?
• Has
the
percepQon
of
your
brand
changed
afer
the
PR
campaign?
• Did
you
receive
any
industry
awards?
• What
is
your
cost
of
reach
(cost
per
thousand,
CPT
or
CPM
in
the
online
world)?
• Do
you
know
your
net
promoter
effect?
i.e.,
how
many
people
would
recommend
you?

9. Biography
Frederic,
currently
Managing
Director
of
Blah
Blah
PR
and
ExecuQve
Director
and
Co-­‐Founder
of
Anthony
Alexander,
has
almost
20
years
of
entrepreneurial
and
senior
corporate
execuQve
experience
in
the
Asia
Pacific
region.
His
broad
experQse
covers
business
development,
markeQng,
sales
and
PR
and
his
passion
is
to
open
and
develop
new
businesses
and
markets.
His
razor-­‐sharp
focus
on
revenue
generaQon
gives
him
an
edge
in
leading
companies
seeking
to
enter
or
expand
into
Asian
markets.
Frederic's
successful
career
has
included
senior
leadership
roles
with
Business
Objects,
SAS
InsQtute,
PeopleSof
Inc.
and
Silicon
Graphics.
He
has
also
lead,
or
been
part,
of
numerous
start-­‐
ups
including
a
number
of
successful
specialist
sofware
vendors.
Frederic
further
maintains
a
high
profile
in
the
region
by
running
online
communiQes,
blogs,
wriQng
arQcles
and
he
is
regularly
asked
to
coach
business
execuQves
and
present
on
the
nuances
of
doing
business
in
Asia
and
the
integraQon
of
business
strategy,
markeQng
and
sales.
Frederic
holds
an
Honours
Degree
in
Business
and
a
Master
Degree
in
InternaQonal
MarkeQng.
Frederic
is
a
member
of
the
ExecuQve
Council
of
the
Marke&ng
Ins&tute
of
Singapore
and
a
past
Program
Director
of
The
Conference
Board
APAC
Strategic
MarkeQng
Council.
He
enjoys
collecQng
historical
gold
coins,
promoQng
CSR
and
Carbon
Offse]ng,
is
an
acQve
marQal
arQst
and
writes
poetry.

10. Influence
Crea+ve
content
-­‐
Constant
interac+on
Frederic
Moraillon
-­‐
Managing
Director
-­‐
Blah
Blah
PR
-­‐
frederic@blahblahpr.com
+65-­‐96253132