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The Power of PR

The Power of PR. Rob Allen. Welcome to nqa. The power of PR. PRomoting the Brand. PR and Advertising. Advertising claim. PR endorsement. The power of PR in advertising. PR works! Positive editorial endorsement from a respected journal is often used in advertising. Targeting your message.

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The Power of PR

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  1. The Power of PR Rob Allen Welcome to nqa

  2. Manage with Certainty The power of PR PRomoting the Brand

  3. Manage with Certainty PR and Advertising Advertising claim PR endorsement

  4. Manage with Certainty The power of PR in advertising PR works! Positive editorial endorsement from a respected journal is often used in advertising

  5. Manage with Certainty Targeting your message Spend time on building a media list and contact database People are far more likely to seek out news or comment from a source that they know and trust

  6. Media relations – building relationships • Do your research • Don’t be a time-waster • Do be polite and professional • Do include your contact details • Phone, email, follow-up Manage with Certainty

  7. Media relations – delivering the message • Press releases • Case studies • Feature articles • Briefings and events • Photography Manage with Certainty

  8. Manage with Certainty Press releases A press release is not a sales pitch. It is a news story designed to grab the editor’s attention The first paragraph should spell out the 5 Ws: Who, Why, What, Where & When

  9. Manage with Certainty Case studies Something interesting about a client company that NQA has helped them achieve Can be a short news story, a longer feature, or used as an example or client endorsement within a longer article

  10. Manage with Certainty Feature articles By-lined advisory articles help to establish trust and build credibility with your target market Link to current news to make your story topical Use case studies to increase relevance to trade and local audiences

  11. Manage with Certainty Briefings and events A one-to-one briefing is ideal if you want to give a journal an exclusive story A press event, where you give a presentation to several journalists, works best for a major new product launch Remember, there’s no such thing as “off the record”

  12. Manage with Certainty The power of pictures An image will help your story stand out on the page If you take your own shots, make sure the subject is prominent Digital images must be 300dpi to reproduce well in print

  13. Manage with Certainty Tracking media coverage Keep copies of your media coverage Use KPIs to track progress

  14. PR checklist • Research database • Build relationships • News releases not sales puffery • Make it topical • Use client examples.. • And good pictures • Anything you say can find its way into print Manage with Certainty

  15. Manage with Certainty A final thought… “If I was down to my last dollar, I would spend it on PR” Bill Gates

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