MARKETING AND BRAND MANAGEMENT GETTING YOUR MESSAGE ACROSS
PRIVATE PUBLIC THIRD SECTOR ALL THE SAME
STORIES TO TELL PEOPLE TO INFLUENCE A CAUSE AND EFFECT A BRAND
WHAT IS A BRAND?
A LOGO A STYLE AN APPROACH AN ETHOS A PROMISE AN EXPERIENCE
GETTING YOUR MESSAGE ACROSS
STOP! WHY COMMUNICATE WHO DO YOU NEED TO TALK TO? WHAT IS YOUR MESSAGE? HOW CAN YOU REACH YOUR AUDIENCE?
INFLUENCERS? CURRENT SUPPORTERS POTENTIAL SUPPORTERS LAPSED SUPPORTERS REGULATORS NEIGHBOURS / LOCAL COMMUNITY LOCAL AUTHORITIES/MPS EMPLOYEES POTENTIAL EMPLOYEES
AUDIENCES MESSAGES MEDIA
ADVERTISING DIRECT MAIL EVENTS - FACE TO FACE LITERATURE PR SOCIAL MEDIA SPONSORSHIP WEBSITE THE MARKETING MIX
NO CASH PR SOCIAL MEDIA FREE? TIME
WHAT IS PR?
MARKETING/PUBLICITY PROPAGANDA FREE ADVERTISING SPIN AN ETHOS AWARENESS DIALOGUE ENGAGEMENT CONVERSATION PUBLICITY STUNTS REPUTATION UNDERSTANDING/RELATIONSHIPS
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
PR IS NOT FREE ADVERTISING
ADVERTISING BLATANT PAID FOR SPACE EXPENSIVE SELLING MESSAGE GUARANTEED APPEARANCE DIRECT TO AUDIENCE ONE WAY REGULATED: ASA PUBLIC RELATIONS NOT JUST MEDIA COVERAGE IT’S AT YOUR ORGANISATION’S CORE MUTUAL UNDERSTANDING SUBTLE ‘JOURNALISTS’ DECIDE TO USE NEWSWORTHY/INTERESTING BENEFICIAL CHEAPER THAN ADVERTISING NOT FREE MORE CREDIBLE / PERSUASIVE IT CREATES UNDERSTANDING IT CHANGES / MAINTAINS BEHAVIOUR USES MEDIA: OWNED & EARNED
MEDIA OWNED NEWSLETTERS ANNUAL REPORT WEBSITES NEWSLETTERS YOUTUBE TWITTER FACEBOOK BLOGS EARNED NEWSPAPERS MAGAZINES RADIO TV WEBSITES BLOGS OTHER ORGANISATIONS’ OWNED MEDIA
MEDIA COVERAGE IS VALUABLE AUDIENCE TRUSTED COVER IMPORTANT STORIES CREDIBILITY PHONE HACKING BLOGGERS DECLINING CIRCULATIONS ONLINE SOCIAL NEED NEWS
WHAT IS NEWS?
PERFORMANCE: SALES PROFIT TURNOVER AWARD SUCCESS STATISTICS / RESEARCH NEW PEOPLE TOP TIPS WORLD RECORDS NEW PRODUCTS OR SERVICES OPINION / COMMENT CHARITABLE ACTIVITY ACHIEVEMENTS PROMOTIONS
PRESS RELEASE TELL YOUR NEWS WRITE YOUR OWN
HEADLINE: KEEP IT STRAIGHT WHO – WHAT - WHERE WHEN – WHY - HOW IN FIRST PARAGRAPH KEEP TO THE FACTS OPINION GOES IN QUOTES LEAST IMPORTANT INFORMATION AT THE BOTTOM 12PT, DOUBLE SPACED, JUSTIFIED ENDS CONTACT DETAILS SPIKED
PHOTOGRAPHS AND IMAGES A PICTURE SPEAKS A THOUSAND WORDS TELL THE STORY EYE-CATCHING PICTURE DESK PROFESSIONAL TAKE YOUR OWN
WHAT’S THE STORY?
LAUNCH OF 2013 ROYAL BRITISH LEGION POPPY APPEAL
WHAT’S THE STORY?
REGIONAL LAUNCH OF MACMILLAN WORLD’S BIGGEST COFFEE MORNING
TELEVISION NEWS MOVING IMAGES PEOPLE TALKING
RADIO PEOPLE TALKING BACKGROUND NOISES SHORT BULLETINS LOCAL BBC IS SPEECH LED COMMERCIAL RADIO = BUSINESS
APPROACHING JOURNALISTS BE CONFIDENT JOURNALISTS ARE BUSY GET TO THE POINT CALL BEFORE THE STORY HAPPENS NEWSPAPERS: AM RADIO: NOT ON THE HOUR OR HALF HOUR TV: BETWEEN AM INTERNET: ANY TIME BE READY TO SEND
DON’T NEED JOURNALISTS WEBSITE SOCIAL MEDIA FACEBOOK TWITTER YOUR NEWS CHANNELS
REPUTATION AWARENESS TIME FAIL TO PLAN, PLAN ON FAILING THINK AUDIENCE AIMS RESULTS
QUESTIONS?
THANK YOU FOR LISTENING Lava