Introduction to B2B Public Relations
- 1. PUBLIC RELATIONS: CREATING AWARENESS, MAKING AN IMPACT April 19, 2012
- 2. BlissPR Overview BlissPR is a full service communications firm that helps B2B companies differentiate themselves through ideas & thought leadership leadership. Founded in 1975 Our Practice Groups Offices in New York, Financial services Chicago, St. Louis and Atlanta Professional services Members of WorldCom, largest independent Healthcare network of PR firms 2
- 3. Today s Today’s Agenda • PR Myths • How does PR work? • Building brand awareness g • Tips for media success • Developing a PR strategy p g gy • Where do you go from here? 3
- 4. PR Myths • PR = Press Release • You can turn to it sporadically when there’s time • The media never gets it right • You should see immediate results • It’s impossible to measure its effectiveness • You can offload PR to an intern 4
- 5. What is PR? “Public relations is a strategic communication Public process that builds mutually beneficial relationships between organizations and their publics.” 5
- 6. PR: Old vs. New Approach By Bruno Clement, Workstream •6
- 7. communicating with target audiences wherever they may be listening, talking Traditional Your own Exhibitions Media M di Blogs, website, (on-site media (print, online, communities & newsletters, interviews, broadcast, social media communities events/demos) radio) 7
- 8. PR leverages a variety of tools… Core C t t C Content Speeches, Social Compendia: Bylined B li d Events Webinars W bi media: di Interviews, - News feeds articles (in-person, and Twitter, quotes - Microsite and posts associations, podcasts Slideshare, digital) communities - Report 8
- 9. Maximum Impact: Integrated p g Piece of Content C t t Blog Press New Biz White Paper Comments Release Support LinkedIn Client Expert Bulk Email News Bylined Twitter Webinar Q&A Newsletter Commentary Alert Pages articles Influencer Video Interview SEO/Landing Email to Outreach Series Page Prospects Successful integrated marketing campaigns often center around content that can be leveraged across multiple channels. The ability to develop clear and compelling messages backed by realistic and impactful marketing strategies is the key to any successful public relations program. 9
- 10. Why Does PR Matter? Amid pink slime, consumers want details Goldman about their Sachs and a food culture- culture –USA Today killing lesson being ignored –Fortune •10
- 11. PR Moves People to Action 11
- 12. PR Builds Trust, Credibility • Builds relationships, not contact lists • Creates dialogue, not email chains • Fosters peer to peer interaction not vendor to interaction, customer transactions • Highlights specialized expertise not silos expertise, • Showcases thought leadership, not marketing spea speak • Demands ongoing engagement, not p j project or sales mentality y 12
- 13. Why Does Trust Matter? 13
- 14. What Do People Trust? p 14
- 15. Developing a PR Strategy Analyze Media Landscape: Research Compare Competitive audit, Internal Against Media trends Dynamics: External Dynamics • Interview TMA Develop board & key • Competitive landscape Audit Social integrated committee members review Conversations: Develop content • Review existing g • What is your o eac g overarching market k t Social chatter, chatter initiatives marketing materials, plans, position? primary influencers, program & timeline digital news, SEO website • Where is there keywords messaging • Identify key opportunity? • Multi-platform business • How do others • Audience- objectives and j currently specific differentiators perceive you? • Conduct Survey • Trackable content audit Stakeholders & Prospects: Set goals, Interview current and metrics potential members, i l b relevant 3rd parties • Measurement dashboard 15
- 16. Key to Success: Focus Find your sweet spot and make it central to y y p your strategy Optimize that in as many ways as possible y y Center your plan on a few key themes that address your members’ needs and support y y pp your brand Unify members around brand attributes & messages; without their support, your efforts fail Set goals and reasonable timelines, but have the flexibility to adjust as you go 16
- 17. Tactics & Tools Come Last Don’t spray your message! Have clear objectives, goals, benchmarks for each platform and each campaign 17
- 18. Developing Media Relationships • Strategic targeting: do your homework • B clear about your expertise; diff Be l b t ti differentiate ti t • Have a timely purpose for calling (and understand media definition of “timely”) timely ) • Appeal to human nature: compliment; mention a recent story y • Be a resource: what can I do to help you? • Balance your agenda with theirs y g • Be responsive; respect deadlines 18
- 19. Measuring Success Prioritize which marketing goals matter most for the program. Then, identify the right data to measure, including evaluating: Awareness: number of media mentions, surveys, website traffic/new visitors, SEO keywords, views of content, social t ffi / i it k d i f t t i l mentions, influencer activation, Klout score Relationships/Loyalty: consistent presence in key media, RSS / SS subscribers, membership renewals, active members, repeat visitors, increase in social conversations Sales (or related actions): social-only offer clicks/redemption, registrations, event attendance, new members, donations 19
- 20. What Are Your Options? Agency • Retainer, Project Freelancer • Retainer, Hourly Full-time Staff • Salary, Benefits Grad Student • School Credits, Hourly Credits 20
- 21. Next Steps Listen • Set news alerts and social listening program for keywords & your organization • TMA is an expert resource on _____ Answer • W want members/prospects to ____ We t b / t t • Your top priorities Y t i iti Think Thi k • What you want to change • The type of help you most need About • External trigger points 21
- 22. Final Thoughts: PR Success People want to know about people (all content should tell a “people” story) Integration maximizes content impact (existing & new) Laser-focus on goals and metrics (what do you want people to do) Be nimble (revisit refine respond) (revisit, refine, 22
- 23. Questions? Kellie Sheehan [email protected] Twitter: @kshe Phone: 314-993-2117 www.blisspr.com Blog.blisspr.com 23