What is PR?
A PR practitioner is a “salesman” for your brand. We convince the media to part with space on their page to include your product. We need to make it appealing to the journalist as we are effectively “buying” the space but NO MONEY changes hands – it is free to the client There are countless PR people calling our very limited pool of media daily to get coverage – very limited space available, so PR needs to stand out and be relevant. That is the key. More than that, PR can control the tone of voice of the brand to ensure that the brand personality is the same throughout all marketing efforts. In doing so, it has the ability to use all marketing tools and activities to leverage more coverage, and ensure that your marketing plan is working effectively. Please note however, that as PR is not paid for space. Ultimately the content of the publication is up to the discretion of the editor. It is for this reason that coverage cannot be guaranteed. However, the client’s content will be pitched to the publication in the same style and tone of the publication as well as be relevant to the content of the publication so as to ensure maximum opportunity of exposure.
In Short - what is PR?
Client launches a new product or service
PR developes a comm strategy and messaging, and prepares a launch event, media meeting or editorial
PR Negotiates story angle with media and provides additional information and images where necessary
PR Prepares content for clients social media platforms
Coverage is received
PR Introduces the media to the product via PR tools
THE PR TOOL BOX
Submissions to magazine features
Online press releases
Regular communication with the media about the product/brand
editorial generators such as interesting facts and snippets; image captions etcvia
Providing media an opportunity to experience your product or brand
Search engines, blogs, news search, forums, discussion threads, social networks, brand reputation and other online communication tools.
Newsletters, letters from the CEO
Events ranging from small media meetings to larger events, conferences, exhibitions, mall center court promotions - where the media and online community are targeted
THE PR TOOL BOX
Paid for content within targeted publications
Giveaway product to the value of advertising space to promote the brand
Copy for websites, radio scripts, brochures,
Calendar events - gifts to media to remain top of mind and get media to engage with your product/brand
Management of sporting sponsorships to leverage exposure
Day to day media queries and communications, coverage evaluations and reporting and strategic council
THE PR TOOLBOX
Establishing a Crisis Centre, press conferences and management of the media
Providing training to company delegates to ensure they are prepared as spokespeople for the brand
Print, TV, radio interview opportunities
Ensuring all communications and messaging for the entire Marketing Plan is strategically aligned