omec workshop 26 april 2010 (final)

unleashing the power of PR!unleashing the power of PR!

Presented by Guru in a BottlePresented by Guru in a BottleMonday 26 April 2010 Monday 26 April 2010

Corus Hotel Hyde ParkLancaster GateLondon W2 3LG www.guruinabottle.com Copyright©2010. Guru in a Bottle. All Rights Reserved.

and who and who knows where knows where

it can take it can take you!you!

welcomewelcome

www.guruinabottle.com Copyright©2010. Guru in a Bottle. All Rights Reserved.

BBC network radio & TV BBC network radio & TV & BBC world service & BBC world service


what we’ll cover in the next sixty minutes…what we’ll cover in the next sixty minutes…


what is PR?what is PR?


PR = gimmicks?PR = gimmicks?


Copyright©2010. Guru in a Bottle. All Rights Reserved.

PR = Sir Richard Branson?PR = Sir Richard Branson?

www.guruinabottle.com

PR = Max Clifford ?PR = Max Clifford ?


PR = Advertising?PR = Advertising?


Copyright©2010. Guru in a Bottle. All Rights Reserved.www.guruinabottle.com Copyright©2010. Guru in a Bottle. All Rights Reserved.

PR = spin?PR = spin?

PR = no such thing as “bad” PR?PR = no such thing as “bad” PR?

++ ==


effective PR = effective PR =

management of reputationmanagement of reputation


(rather large) PR disasters...(rather large) PR disasters...and how to avoid themand how to avoid them



As seen on TV!

As seen on TV!


Los Angeles Times reported that the Goldman Sachs brand "has one of the worst reputations among the wider public of any big company in the U.S., according to a recent survey by Harris Interactive.


5½ years prison 24 years prison

Andrew Fastow, CFO Jeff Skilling, CEO

Decline in the share price of EnronShare price ($)

segmentation techniquessegmentation techniques


attitudes, values, beliefsattitudes, values, beliefs



““inside out” or “outside in” ?inside out” or “outside in” ?

sourcesource

encodingencoding decodingdecoding

receiverreceiver

messagesmessages

background noisebackground noisebackground noisebackground noisefeedbackfeedback

two realms of understandingtwo realms of understanding


messagingmessaging


the “elevator pitch”the “elevator pitch”


power of the narrativepower of the narrative


it’s not what you offer it’s not what you offer but what you but what you deliverdeliver



print?print?

social social

networking?networking?

events?events?

broadcast?broadcast?

film?film?

mobile?mobile?

hospitality?hospitality?


““receive mode”receive mode”


The “Holy Trinity” of PR

News Release

Case Study

Background Brief


news releasenews release


case studycase study

background briefbackground brief



measurement of media coveragemeasurement of media coverage



Top 10 PR Top 10 PR

Tips!Tips!

1. Link PR objectives with organisation and business objectives

2. Have an insight into market and customer segments that can provide you with a competitive advantage in your PR

3. Make sure that you have a PR plan and that you have set milestones for the PR effort

4. Focus on your key PR messages - have no more than five and review even on a quarterly basis

5. Always consider using photography wherever possible

6. Don’t ignore traditional media channels such as print and put all your trust on online channels

7. Think creatively – a weak story can make it if it’s offered as an ‘exclusive’

8. Seek feedback from your customers and include testimonials in your PR

9. Measure output and outcome

10. Don’t give up – little and often works best!


thanks for thanks for listening!listening!

This workshop was presented by

Ardi Kolah

Phone: 0207 580 2819

Mobile: 077100 77941

Email: [email protected]


omec workshop 26 april 2010 (final)

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