Principles of PR and Communications & Understanding an Audience With Symmetry PR
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Karen Floyd runs the UK based PR and marketing company Symmetry PR. She has established herself in Gran Canaria to develop her business from here. In this talk she runs through the principles of PR and communications as well as understanding an audience. For more information about Karen and the Gran Canaria Business week, head on over to: http://www.gcbusinessweek.com/karen-floyd
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Principles of PR and Communications & Understanding an Audience With Symmetry PR
- 10. CISION
- 29. Source: Edition: Country: Date: Page: Area: Circulation: Ad data: Phone: Broughty Ferry Guide & Carnoustie Gazette {Main} Keyword: Ellis Furniture UK Friday 20, December 2013 26 219 sq. cm ABC 9443 Weekly page rate £3,358.18, scc rate £7.28 01241 872 274 Reproduced by Gorkana under licence from the NLA (newspapers), CLA (magazines), FT (Financial Times/ft.com) or other copyright owner. No further copying (including printing of digital cuttings), digital reproduction/forwarding of the cutting is permitted except under licence from the copyright owner. All FT content is copyright The Financial Times Ltd. Article Page 1 of 1 269908419 - COLRAN - A21296-1
Hinweis der Redaktion
- ABOUT SYMMETRY PR
- INTERIOR DESIGN A SPECIALITY
- INTERIOR DESIGN A SPECIALITY
- LUXURY HOTELS A SPECIALITY
- ENOUGH ABOUT ME! TODAY I’M GOING TO TALK TO YOU ABOUT PUBLIC RELATIONS AND UNDERSTANDING THE AUDIENCE. CONSIDERED TO BE THE DARK ARTS….NOT UNDERSTOOD WHAT WE DO…EVEN AFTER YEARS OF WORKING WITH COMPANIES THEY NEVER FULLY APPRECIATE OR UNDERSTAND WHAT GOES INTO THE JOB. USE CLAIRE AS AN EXAMPLE. COULD BE CONSIDERED THE DARK ARTS BY MANY AS PR HAS RATHER SHADY ORIGINS
- SO WHERE DID PR START? EDWARD BERNAYS – GRANDFATHER OF PR – NEPHEW OF SIGMUND FREUD….PHILLIP MORRIS CAMPAIGN 1920s.
- PR HAS COME A LONG WAY SINCE THE 1920s…. BUT WHAT IS PR AND HOW IS IT DEFINED TODAY. ? Public relations is the discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics.
- Public relations is about reputation - the result of what you do, what you say and what others say about you.
- THERE ARE LOTS OF DIFFERENT STRANDS TO PR INCLUDING INTERNAL COMMUNICATIONS, INVESTOR RELATIONS, LOBBYING AND MORE BUT THE ASPECT OF PR THAT MOST PEOPLE ARE FAMILIAR WITH IS KNOWN AS MEDIA RELATIONS AND TODAY WE ALSO TALK ABOUT ONLINE MEDIA RELATIONS
- SOURCE CISION
- PR – THE BASICS WHO TO TALK TO HOW OFTEN WHEN WHAT TO SAY HOW TO SAY IT – CHANEL SELECTION, MEDIA MIX PLANNING, MESSAGE TONE
- LET’S LOOK AT WHO TO TALK TO …YOU MUST KNOW YOUR AUDIENCE…DIFFERENT MODELS AND APPROACHES TO USE…DEPENDS ON CRITERIA
- KNOW YOUR AUDIENCE
- KNOW YOUR AUDIENCE…CAN GO REALLY DEEP INTO DETAIL
- KNOW YOUR AUDIENCE…..THIS MODEL IS A GREAT ONE THAT SERVES ALL PURPOSES
- Local businesses can especially benefit from geotargeting, reaching only people that are in their area that could be potential customers. If your product or service isn't directed towards a specific demographic segment, Facebook also allows you to segment based on broad and specific interests. According to eMarketer, the top three segmenting categories used by Facebook marketers include age, used by 55% of Facebook advertisers, followed by country and interest.
- TOP TIP NUMBER 2 & 3 HOW OFTEN TO TALK TO SOMEONE & WHEN… HOW OFTEN DEPENDS ON HOW RELEVANT IT IS….MANY IDENTIFYING FACTORS…ONGOING CAMPAIGN OR ONE OFF? PART OF KNOWING AN AUDIENCE WELL IS KNOWING WHEN TO SAY SOMETHING…TIMING IS EVERYTHING – TIME ZONES, WEEKENDS, ETC….WEEKENDS MOST POPULAR WITH FACEBOOK, FOR EXAMPLE. NEED TO KNOW THE MEDIA WELL….HOW OFTEN DO THEY PUBLISH….OFTEN HAVE TO WORK WAY IN ADVANCE…MONTHS AND MONTHS…WORKING ON XMAS IN JULY!
- PART OF KNOWING AN AUDIENCE WELL IS KNOWING HOW THEY LIKE TO RECEIVE THEIR MEDIA…CATCH THEM ON THE GO…74% of smartphone users have made a purchase on their phone, and there are more than 425 million people using Facebook on their mobile devices. GOMEZ
- TOP TIP NUMBER 4 OK, SO NOW YOU’VE IDENTIFIED THE AUDIENCE…BUT WHAT DOES YOUR CUSTOMER WANT? WHEN YOU UNDERSTAND WHAT THEY WANT YOU KNOW WHAT YOU HAVE TO SAY AND HOW BEST TO SAY IT. You will want to position yourself as the best alternative for their problem. In order to do so, make sure you recognize your customers' problems and needs. Do some research of how current customers use your product or service and what problem it is solving for them. In order to understand the needs and preferences of you prospects, you need to ask yourself a few questions about this target audience:
- TOP TIP NUMBER 5 HOW TO SAY IT?...TRADITIONAL MEDIA, TV, RADIO, INTERNET, EMAIL, NEWSLETTER, PODCAST,
- AT SOME POINT THE WORK WILL INVOLVE PRESS RELEASES…THIS IS A SOPHISTICATED MODEL FOR CREATING THE PERFECT PRESS RELEASE
- BUT IF YOU DON’T REMEMBER EVERYTHING REMEMBER THE ALL IMPORTANT WHO WHAT WHEN WHY WHERE AND HOW
- WHEN IT COMES TO SENDING PRESS RELEASES EMAIL IS BEST AND THAT GOES FOR GENERAL COMMUNICATION WITH THE PRESS
- BUT JOURNALISTS AND BLOGGERS RECEIVE LOADS OF PRESS RELEASES EVERY DAY…SO HOW TO MAKE YOURS STAND OUT FROM THE CROWD? Keep it short and succinct. Use plain English, avoid jargon and ensure it is actually news not puff or advertising. Add the date. Check that you will meet the copy deadlines of your target media. Add a headline that sums up your news in no more than 10 words. Keep paragraphs short – no more than two sentences and ideally one. Structure your press release so that all the crucial information appears in the first three paragraphs. Editors will often cut your release from the bottom up. Write a first sentence of no more than 30 words containing the main news points to catch the journalist’s attention. Elaborate on this initial information in your second paragraph. Include a quote. Remember to attribute quotes with the name (first and surname) and position of the person giving it. Quotes are ideally included as the third sentence. At the end of your press release write – ends – so that the journalist knows the news element has finished. Add your contact information. Ensure you give a name, position, email and telephone number as well as your website address. If you want to give further information on your business or organisation, you can include a notes to editors section. This could include who you are, where you are based, what you do, a bit about your history, significant facts and figures. Provide an opportunity for the publication to come and take a relevant photograph or else supply your own, good quality, high resolution photograph with the right names listed in the right order (left to right generally). And avoid a grip and grin handshake or cheque presentation. Be more creative than that and you stand more chance of succeeding. And finally, remember a press release is not paid advertising. It is designed to encourage journalists to find out more about your business or organisation and they may use the information you provide in many different ways, sometimes months later.
- Establish goals and objectives for your company prior to developing your marketing plan. This will help maintain focus on your key needs. Focus your message. A consistent message should be used to communicate to both internal and external audiences. SHARE EXPERTISE!!! Integrate your marketing messages. Keep consistent messages and positioning throughout your company’s advertising, public relations, trade media and direct marketing programs. Repeat your message. Repetition of a consistent message is the most effective way to reach current and potential customers. Understand the power of publicity. Consumers believe the news media more than paid advertising. Public relations helps establish third-party credibility where others “toot” your horn. Maintain healthy relationships with your customers. Solicit feedback from customers to measure their satisfaction levels and to determine if their needs are changing. Be responsive to your customers. Customers want to know that once the deal is finalized you will be available and responsive to their needs. Give your marketing and sales programs a regular checkup. Use research, either focus groups or simple surveys, to help determine the effectiveness and impact of your efforts. Be prepared. Knowing how to effectively communicate, combined with proper preparation, allows you to maximize opportunities. Know your facts, know your audience and support your company’s message. When asked questions, by the media be prepared to appropriately use examples, facts, statistics, quotes, analogies, anecdotes, personal experience and graphics to help illustrate and emphasize your point.
- IT’S ALL ABOUT THE CONTACTS!!!
- But how are results measured? Many ways….press coverage, use of keywords, images, spokespeople, column inches, social media fans, increased web traffic, shifts in how product, company or service is perceived by its publics, more sales.
- Establish goals and objectives for your company prior to developing your marketing plan. This will help maintain focus on your key needs. Focus your message. A consistent message should be used to communicate to both internal and external audiences. SHARE EXPERTISE!!! Integrate your marketing messages. Keep consistent messages and positioning throughout your company’s advertising, public relations, trade media and direct marketing programs. Repeat your message. Repetition of a consistent message is the most effective way to reach current and potential customers. Understand the power of publicity. Consumers believe the news media more than paid advertising. Public relations helps establish third-party credibility where others “toot” your horn. Maintain healthy relationships with your customers. Solicit feedback from customers to measure their satisfaction levels and to determine if their needs are changing. Be responsive to your customers. Customers want to know that once the deal is finalized you will be available and responsive to their needs. Give your marketing and sales programs a regular checkup. Use research, either focus groups or simple surveys, to help determine the effectiveness and impact of your efforts. Be prepared. Knowing how to effectively communicate, combined with proper preparation, allows you to maximize opportunities. Know your facts, know your audience and support your company’s message. When asked questions, by the media be prepared to appropriately use examples, facts, statistics, quotes, analogies, anecdotes, personal experience and graphics to help illustrate and emphasize your point. 2. Strength in numbers However you find yourself working with a larger organisation, make sure you use their existing PR power to increase your share of voice. Whether you are the latest supplier to join their roster or you are offering a reciprocal discount to each other's customers, encourage your new partner to use their PR resources and existing media contacts to share the news. 3. And the winner is … Another easy way to improve your exposure with limited effort is by entering recognised industry awards. There are a number of websites that offer a comprehensive list, including Boost Marketing's Award List and The Awards Agency. The majority are free to enter. If you are shortlisted or go on to win, you can expect a whole heap of free publicity for months to come. But even if you aren't successful, it's great practice in the art of selling your brand. 4. Look out for regular features Invest some time and effort in finding out which publications run regular features that your business might support. For instance, many websites run small business of the month slots, such as Ingenious Britain, and welcome entrepreneurs to put themselves forward for inclusion. 5. Hit the target Most large magazines and newspaper titles have a free media pack, which will tell you everything you need to know about the demographic of their readership. Focus your efforts on PR opportunities among those publications that are most closely aligned to your target market. 6. Go straight to the source Whether you're approaching a magazine to feature in their father's day gift guide or asking your local radio station if you can join their weekly business panel, it's important to do your homework up front. Find out who is responsible for producing the piece and contact them directly. Visit previous editions to get a flavour of what type of content they are looking for and make sure you tailor your submission accordingly. If needs be, support your pitch with a free product sample. 7. Timing is everything Make your pitch well in advance. If it's a seasonal piece, take a look at last year's equivalent to understand when it is likely to be published and plan to make contact at least a month before. Alternatively, drop the author a line to get an idea when they'll be looking for submissions. It's better to make contact too early and be told to come back nearer the time than to risk missing out completely. 8. Persist, don't pester There's a fine line between the two, but a carefully crafted reminder email won't do any harm. Journalists work to extremely tight timescales and although you might not be top of their priority list, you also need to make sure that your story isn't forgotten. 9. Become a social butterfly Make sure you follow influential bloggers, journalists and experts on Twitter. Engage with them and contribute to their activity. You'll soon become a recognised name, and when the time comes that you approach them with a potential PR opportunity, you're much more likely to get a positive response. 10. If all else fails, roll up your sleeves Writing your own press releases and issuing them to the journalistic world has never been easier, thanks to online aggregation services such as Press King. So if all else fails, put pen to paper and create your own news. Keep the content snappy, engaging and relevant to increase your chances of having your story picked up. In a busy inbox, a subject header is often the deciding factor in whether an email is read or deleted. Ultimately, the biggest champion of your brand should be you. Try to put some time aside each month to look for new PR opportunities and seize any chance to let the world know just how great your product is. And most importantly of all, don't ever be afraid to volunteer. After all, what's the worst that can happen? 1. Pin down your objectives clearly, whether it’s building awareness, generating new business or building brand reputation. What you want to achieve will determine who you want to reach and how you do it. 2. Define your audience – customers, prospects, potential employees or the local community. Identify how to reach them via broadcast channels, offline media, social media or face-to-face events. 3. Establish timescales and budget. Consider alternatives (advertorial or advertising, for example), particularly for short-term objectives. 4. Agree spokespeople – who is responsible for PR and who the key stakeholders in the process are. 5. Organise media training for anyone likely to speak to editors and journalists. A confident spokesperson gets more airtime. 6. Research your media to identify the key journalists and researchers, the types of stories they cover, their style, and their deadlines. 7. Plan a relationship-building programme with editors not known to you, inviting them to lunch or events you are holding, and providing useful industry information. 8. Plan a six-month programme of activity to include news, interviews, thought leadership and commentary. 9. Always be proactive and look out for hidden news stories or off-schedule editorial opportunities within your company or in the industry. 10. Consider creating bespoke PR opportunities: for example, holding an open day, commissioning a survey, running a competition or sponsorship.