This document outlines a 3-step process for building an effective PR program: 1) Understand the brand through research and discovery to gain insights, 2) Use those insights to develop a strategic communications plan tailored to the brand and its audience, 3) Execute the strategy through targeted campaigns that position the product in the market.

1. Getting it Right
How to build a PR programme in 3 steps

3. Chris Gibbs (@chrismgibbs)
Account Director, Waggener Edstrom
13+ years experience in corp & consumer technology PR
Global lead for Microsoft Windows 8 and Windows Phone
Brand experience:
Activision, Adobe, BT, Hitachi, Microsoft, Monster, Philips, Toshiba
Start-up experience in second screen advertising, green IT, mobile apps, bio
fuels & with Business Link
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4. Agenda
The Brand
Research & Discovery
Insights into Strategy
4

7. Market
Audience Strategic Brand
insights
Product

8. INSIGHTS
STRATEGY