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Public Relations… the credibility factor The power to influence Mark Waite Managing Director Cohesive Communications.

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Presentation on theme: "Public Relations… the credibility factor The power to influence Mark Waite Managing Director Cohesive Communications."— Presentation transcript:

1 Public Relations… the credibility factor The power to influence Mark Waite Managing Director Cohesive Communications

2 What is PR? Public Relations is about reputation – the result of what you do, what you say and what others say about you. 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. Chartered Institute of Public Relations

3 Don’t believe the hype....

4 PR & the social web

5 Proxy journalism.... Bloggers Enthusiasts Experts Non media Blaggers Online media Journalists Sort of ‘independent’ Bleaters Micro bloggers Tweeters

6 It’s PR Jim....but not as we know it

7 PR is still a key part of the game...

8 Content is king... Content creation News – vendor signings, company developments, new services Views – opinion, insight, market knowledge Muse – thoughts and reflections Content curation “the act of finding, grouping, organizing or sharing the best and most relevant content on a specific issue.” How to become a content engine

9 Consistency of message… Be consistent and persistent… Super VAD Who we are, what we do, what makes us different Euro billions Business strategy, growth, ambition Smarter social enterprise Market vision, disruptive business models, thought provoking Mobile enterprise eco-system Mega trends (BYOx), solution selling, portfolio story

10 It’s all about people & content... Build media relationships Enterprise IT, Channel, Business, Broadsheet, Broadcast, Online Know their patch Hardware, software, security, telecoms, internet, voice & data networking Become known for delivering real news…and views Customers, analysts, partners, industry commentators Technology, industry & market knowledge Innovations, issues, trends Content development Thought leadership ̵Whitepapers, Opinion pieces, Viewpoints, Surveys Testimonials, news releases News hooks, story pitches PR 2.0 Another channel Dialogue v monologue Its still about content ContactsContent

11 Top Tip: PR is like a good golf swing... Set up & address Angles, alignment & direction The takeaway What is the message Timing & impact Right message, right place, right time Follow through Commitment & momentum

12 Q1’13 press coverage - Exclusive Networks 304 online articles Potential viewership of 23,671,000

13 Q1’13 press coverage - COMPUTERLINKS 317 online articles Potential viewership of 18,047,000

14 Q1’13 press coverage - Avnet 353 online articles Potential viewership of 43,330,333

15 Q1’13 press coverage – Arrow ECS 252 online articles Potential viewership of 15,906,052

16 Remember… Know your media Understand their audience (readership) Adapt your story accordingly Be persistent and consistent Add value to the debate Be passionate

17 Any questions...


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