© Creative Development 2009 in partnership with Business Link in London Marketing and PR for Social Enterprises

© Creative Development 2009 in partnership with Business Link in London Aims for this workshop: 1. Decide why you are undertaking pr activity – what do you want to achieve? 2. Draw up an outline plan to help you to achieve this 3. Decide on three approaches you might adopt

© Creative Development 2009 in partnership with Business Link in London Lets talk about marketing Its purpose is to create the opportunity to sell It's simply about underpinning the sales process "Marketing" is an all-encompassing term

© Creative Development 2009 in partnership with Business Link in London Lets talk about marketing Why Market Your Social Enterprise? Increase sales Increase market share Reinforce branding Launch a product Influence stakeholders

© Creative Development 2009 in partnership with Business Link in London Key principles Product/Service Place/Position Price Promotion People Combined, these constitute the BRAND

© Creative Development 2009 in partnership with Business Link in London Brands Matter Signs by which you are known and remembered A bundle of explicit/implicit promises A reflection of personality A statement of position

© Creative Development 2009 in partnership with Business Link in London PR – One part of the marketing mix PR – One part of the marketing mix Why PR? Commercial success or failure can rest on the way a company is perceived.

© Creative Development 2009 in partnership with Business Link in London Competing with the big boys - Journalists can help to validate your business - Can be more effective than paid for advertising

© Creative Development 2009 in partnership with Business Link in London Getting free publicity for your business - What do you want to achieve? - Whats the story? - Whats your hook? - 5 killer ideas

© Creative Development 2009 in partnership with Business Link in London Be The First at Something - Youre more likely to get coverage - If not first, alternatives are: newest, oldest, biggest or smallest. - Different is great!

© Creative Development 2009 in partnership with Business Link in London Do something in a different way - Forget always been done this way - Think innovatively - What do you do differently from your competitors?

© Creative Development 2009 in partnership with Business Link in London Offer free information - Free reports are valuable - Youre the expert

© Creative Development 2009 in partnership with Business Link in London Survey your customers - Find out what people think about specific issues - Target a publications readership

© Creative Development 2009 in partnership with Business Link in London Attempt to set or beat a record - A classic for a reason! - Everyone loves a record attempt - Ensure the record is relevant to your business

© Creative Development 2009 in partnership with Business Link in London Success With The Press - Newsworthy articles - Know your market - Focus your message - Targetting is essential

© Creative Development 2009 in partnership with Business Link in London Hints and Tips for Approaching Journalists - Do your research - Dont leave messages - Be strategic - Avoid information overload - Make life easier - Dont be salesy - Stay current

© Creative Development 2009 in partnership with Business Link in London Hints & Tips for Press Releases 1. Make your Press Release Newsworthy 2. Write a Good Headline 3. Summarise the key points 4. First Paragraph is crucial 5. Quotes 6. Notes to Editors 7. Keep it Short and Sweet 8. Relevancy 9. Style & Formatting 10. Hire an Expert

© Creative Development 2009 in partnership with Business Link in London Be Prepared! Its 5.30pm on a Friday night when a journalist calls and says; "Hi, I know its last minute but do you have an image to go with this press release you sent me, and do you think your MD might be able to answer a few further questions?".

© Creative Development 2009 in partnership with Business Link in London PR Campaign Prep Rules - Prepare Photography - The elevator pitch - Corporate profile - Press pack/online press office

© Creative Development 2009 in partnership with Business Link in London How companies plan their campaigns Good Energy An independent renewable energy company based in Wiltshire.

© Creative Development 2009 in partnership with Business Link in London How companies plan their campaigns The Organic Centre Promoting organic horticulture, gardening & sustainable living, through training, demonstration & community projects

© Creative Development 2009 in partnership with Business Link in London How companies plan their campaigns Green Works Recycles redundant office furniture, reducing landfill and aiding those from marginalised parts of society into employment

© Creative Development 2009 in partnership with Business Link in London Conclusion - PR is a valuable part of the marketing mix - A strong, consistent PR message helps to build your brand - Do your research, keep it fresh and current

© Creative Development 2009 in partnership with Business Link in London Thank you! Contact for your free e-book: Better Marketing in Just 7 Days