This masterclass by Caroline Harris, MD of Spirit PR, will guide you through the rapidly-changing world of public relations and show how businesses large and small can plan and execute an effective communications strategy to build influence where it really matters. The session will offer guidance on a wide range of PR tools including handling the media, establishing yourself or your company as a thought leader and using wider communication channels. Using client examples, Caroline will show how you can build your reputation in your industry and amongst your target audiences to underpin your business objectives.

1. PR novice to PR pro
Harnessing PR to build your
reputation

2. “The most important
thing for a young man
is to establish a
credit…a
reputation, character”
John D Rockefeller

3. Trust + influence = Successful business

4. Why PR?
Third-party
endorsement
Helps you stand
out from the crowd
Position as a
visionary leader

5. Step 1 - What is your company vision?
• Where you want to
be
• PR to reinforce
business objectives

6. Step 2 - Identify key stakeholders
Not just clients - all those who influence your reputation

7. Step 3 – Do your research
What do your clients and
stakeholders really think
about you?

8. Identify targets - clients, lapsed
clients, influencers
Draw up questionnaire
Structured telephone interviews – 15
mins
Independent researcher - more candid
responses
Informs whole business

9. Step 4 - Stake out your ground
• Where does your
expertise lie?
• What do you want to be
known for?
• Connect with stakeholder
interests

10. Example 1
Position as local
business
commentator

11. Example 2
• Champion of science
& technology sector
• Expert on innovation

12. Step 5 - Finding the right tools
• Media Relations
• Speaking
opportunities
• Industry involvement
• Accolades

13. Step 6 – Develop content
• May require further
research
• Explore third party
alliances
• Customise for
communication channel

14. Step 7 - Develop & roll out your plan
• Set realistic targets
• Play to individual
strengths
• Dovetail with wider
marketing activities
• Allocate responsibilities
and resources

16. Media Relations
• Rapidly changing
landscape
• New opportunities
emerging
• Content hungry

17. Is it news?
• Peg
• Angle
• Merit

18. Grab their attention – headline and
subject box are key
First paragraph should tell the story
Concise objective copy – less is more
Quotations for subjective views
Avoid technical jargon – ‘man down
pub’ rule
Remember contact details
Rich content – images and video

19. Authored articles – reflect media
writing style
Look ahead for news pegs – eg
legislative changes
Monitor news agenda for reactive
comment
Offer guest blogs
Features – pre-planned or fresh ideas
Create experts directory

20. 200 emails per hour!

21. Do your homework
Target individually
Develop relationships to understand
what they want
Pick your time – are they on deadline?
Be concise and to the point
Be clear about what you are offering

22. Prepare, prepare and prepare
Three messages maximum
Think about the banana skins
Broadcast – speak to one person
Simple, clear language – know your
audience
Remember – you’re the expert!

23. Speaking platforms – Securing opportunities
• Develop profiles of
your experts
• Approach early
• Consider how your
expertise will
benefit audience

24. Speaking platforms – Getting invited back

25. Awards – industry and beyond
Media-driven accolades – top 50s;
rising stars
Who are you influencing –
clients, staff, media?
Be selective
Be realistic – a lot of work

26. Industry involvement
• Sector bodies
• Award judges
• Charity trustees

27. Develop a distinctive voice
Be controversial – but know where to
draw the line
Remember your audience
Be ready, willing and able
Cast your bread upon the waters
It’s a long-term game

28. The Ten Commandments

29. 1. Stake out your ground
2. Work out who you want to influence
3. Do your research
4. Develop a ‘distinctive’ voice
5. Understand the different communication channels
6. Make your content work hard for you
7. Be generous with your expertise
8. Play to individual strengths
9. Keep at it
10. Measure, evaluate and refine