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How To Create A Standout PR Campaign 

How To Create A Standout PR Campaign

 

 
 
Tags:  pr 
Views:  158
Published:  November 30, 2011
 
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Slide 1: How To Create A Standout PR Campaign . 10 B2B Best PR Practices Guaranteed To Boost Your Business In 2009
Slide 2: Introduction With so much information coming from so many sources, there’s an awful lot of noise in the marketplace – and not just from traditional media sources. So the challenge is: • How do you make your business/product/brand/service stand out from the competition? What is new/different/exciting, and how can you play that up? • How do you get the attention of the media? Of bloggers? Of social media users? • How do you create and tell a compelling story about who you are and what you do? • Who is your audience and how do you reach them? This webinar will explore these questions in more detail
Slide 3: Best Practice #1: Trumpet How You Solve Business Problems Identify key aspects of your company’s solution focus Develop creative ways to communicate how you solve business problems Highlight benefits clients will derive from your “solution” – cost savings, increased sales, efficiency gains, etc.
Slide 4: Best Practice #2: Play Up What Is New or Different About Your Company or Offering Pick a business or technology innovation, or a trend you are in front of, and use that as the foundation of your PR campaign Tell a personal story that highlights what makes your company stand out Develop a Unique Selling Proposition (USP) that makes you stand out. Think FedEx and Domino Pizza’s service guarantees. What can you offer that your competitors don’t? What will fill your prospects’ needs?
Slide 5: Best Practice #3: Tell a Compelling Story About You or Your Company Talk about your company’s founding, its growth, the trajectory of the business, etc. Identifying something worth promoting about your background or career Include standard storytelling elements: characters, plot, story arc, tension and resolution Make it exciting or interesting for your audience
Slide 6: Story Telling Tips from SalesForces’ Marc Benioff SalesForce went from an idea to a $1 billion company in less than a decade Benioff credits its success with classic story telling: “We positioned ourselves as revolutionaries and made a story about change.” Benioff says to make your own metaphors: “Salesforce.com is Amazon.com meets Siebel Systems.”Salesforce.com’s ApExchange is the eBay of enterprise software.”
Slide 7: Best Practice #4: Build Case Studies Highlighting A Problem-Solution Approach Identify “success story” clients willing to be referenced Gather all the relevant information, data, metrics, etc. related to the implementation, project, product, etc. Again, use a storytelling approach to convey the details of the case study in a readable fashion Include key graphics that clearly display the results Identify media targets for the case study – either as a bylined or a staff-written article
Slide 8: Best Practice #5: Use a “Teaser” Campaign to Generate Curiosity, Interest Think of the successful Sharp Aquos “see more” campaign Parse out tantalizing bits of information over time Raise questions in the minds of prospects Create an air of anticipation, mystery and expectancy For B2B surveys, informational videos, podcasts
Slide 9: Best Practice #6: Find and Land a Celebrity Spokesperson Do some research to identify which celebrities (local or national) may have an interest in your market, your product, your sector, your focus, etc. Approach them about becoming an official spokesperson for your brand, product, company, etc. Or becoming a member of your board of directors. Play up the celeb angle to local media For B2B, can be a brand-name customer or regular “Joe” customer with credibility.
Slide 10: Best Practice #7: Find and Develop a News “Hook” Play off something in the news: a trend, an event, a happening Develop a message and copy that ties your business or offering into the news “hook” to convey relevance Offer expert commentary/perspective, provide significance, relevance to your target market
Slide 11: Best Practice #8: Develop and Promote a Contrarian Point of View The media loves contrarians, those mavericks who speak out against the status quo or conventional wisdom Think Ross Perot ’92 and ’96, or “Have a cigarette – it’s the best thing for you” in Woody Allen’s classic “Sleeper” Develop a contrarian point of view that upsets the applecart of public or business expectations Caution: Be prepared in advance to defend your contrarian position
Slide 12: Best Practice #9: Add Social Media to Your PR Equation Don’t limit yourself to just traditional PR channels such as newspapers, television and radio Social media is growing like wildfire: Facebook has 300 million active users, while IT business blogTechCrunch projects 1 billion (!) Twitter users by 2013 Create and maintain a blog, and promote it through other social media channels Using these sites is a great way to ensure your message goes viral
Slide 13: Best Practice #10: Don’t Be Afraid to Don the Guerrilla Suit Especially if your audience is a younger one, consider an attention-getting guerrilla marketing campaign Use employees, friends, relatives, etc. as extras and stage a mock demonstration, street theater, march, etc. – and have some fun! Make sure to distribute product samples, cards or various forms of tchotchke emblazoned with your logo and contact details
Slide 14: Questions and Answers Thank you for your time Marx Communications Wendy Marx, 203-445-2850 wendy@marxcommunications.com www.marxcommunications.com

   
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