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The Power of PR in Your Marketing Plan

The Power of PR in Your Marketing Plan. Marie Swift Impact Communications. Definition of Public Relations.

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The Power of PR in Your Marketing Plan

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  1. The Power of PR in Your Marketing Plan Marie Swift Impact Communications

  2. Definition of Public Relations • Managing communications that produce a positive image of you and your organization among your targeted audience and the general public. Generally distributed by the media (newspapers, magazines, TV and radio) and is not paid for. Because this means of image building is not paid for, there is a perception that it is more credible.

  3. Definition of Advertising • A means for producing a positive image of you and your organization among your targeted audience and the general public which is paid for. Because it is paid for, a person or organization can say just about anything they want, therefore creating a less credible perception.

  4. PR does not stand for “press release”

  5. PR Builds Credibility and Visibility • Much more than media relations • Community involvement is big part of PR strategy • Includes positioning and building awareness of your brand • Goal to build reputation and visibility • Generate buzz = Give people reasons to talk about you!

  6. What’s In It For You? • Repeated exposure builds visibility • Current clients and strategic partners are impressed • Prospective clients more open to engaging your firm • Improves other marketing efforts • Easier to generate referrals • People recognize name, see in media = must be good • Perception is that you are highly credible • Perception becomes reality

  7. a Slightly Famous Planner Everyone wants to work with …

  8. Credibility Audit Yes No Written a book on some aspect personal finance Produced a special report related to niche concerns Appeared on television finance show Host of your own radio show Published articles under your name Quoted in magazines or newspapers Recognized by your peers, have industry awards Professional credentials and x years experience Actively support local community causes and events PR reinforces that you are the advisor of choice!

  9. Interacting with the Media

  10. Where Does the Media Fit In? • Pursue media attention as a part your overall marketing strategy • Block out 2-3 hour per week for Media Marketing • Keep it simple • Seize easy opportunities: • Awards, recognition, conferences, current events • Publicize your firm via news releases, newsletter, mailed and emailed announcements, Web site • Leverage the press you receive

  11. Play to your strengths

  12. Marketing and PR Skills / Credibility Factors Speaking Radio or Television appearances Sponsored events / Workplace education Referral strategy Community involvement Professional and Social networking Advisory board Client events Prospecting events Trade fairs / Community fairs Telephone campaigns Writing Book author or contributor White paper creation Bylined and published articles News Release content Web site content Newsletter – soft or hard copy Client survey creation Greeting card sentiments Print and Yellow pages ads Direct mail (letters, postcards, etc.)

  13. Become a Media Resource – 3 Easy Steps • Identify your local media outlets • Google • News Voyager • Clients – what do they watch? • PR firm • Read and Feed program • Compliment, Gentle Feedback, Dovetail Story Idea • News releases • 5 W’s in first paragraph, Strong headline and subhead, 3rd person, quote self mid-release, factual “About xyz firm (or person)” at end

  14. Doing it right • Think about the reader/ viewer’s mindset • Think about the journalist’s needs • How can you aid the journalist? • Provide useful content, e.g. tips, stats, studies • Provide colorful quotes and anecdotes • Learn to speak in sound bytes • Be unique - showcase yourself - not pushy • Refer to an expert if you’re not

  15. Doing it right (cont.) … • Keep an idea file • Keep reference books at hand • Be well prepared • Be readily available • Send a thank you / recap email • Include your full contact information at the bottom of every email communication

  16. Creating Maximum Exposure • Email “house list” – In case you missed this in the recent news • Mention in newsletter • News Room on Web site • Update Bio • Spotlight in Brochure • Put in Clip Book • Order glossy reprints from publication • Mail reprints, use at seminars, leave in lobby • Order lacquered plaque

  17. In the end … • It’s all about building relationships • With clients • With strategic partners • With journalists • With community leaders and industry influentials

  18. Free Resources • www.financial-planning.com - Story archive and discussion boards • www.impactcommunications.org - Article Bank - Advisor Resources Free Ideas page

  19. Reminder: Marie Swift, PresidentImpact Communications Inc.2007 West 91st Street, Ste. 201 Leawood, KS 66206 Phone: (913) 649-5009 marieswift@impactcommunications.org www. ImpactCommunications.org

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