In this fast paced workshop, you will understand what elements are required to create successful PR strategies. We’ll cover from foundation to measuring PR impacts. Few successful examples of PR strategies also will be shown at the end of the workshop

1. Creating an effective
PR foundation and
strategies
Author
Hariom Sharan
hariom.hmr@gmail.com

2. PR Strategies outline & process
Profiling Media Space Team Structure
Implementation
Communication
Plan
Audience

3. Publicity is absolutely critical.
A good PR story is infinitely
more effective than a front
page of Ad.
Richard Branson
Founder at Virgin Group

4. If I was down to last dollar, I
would spend it on public relations.
Bill Gates
Chairman, Microsoft

5. Why PR &
Communication
Strategies?

6. Brand Equity
Brand Awareness Brand Attribute Brand Loyalty Perceived Quality
PR strategies to identify
1

7. Brand AwarenessCustomer
attitude and
behaviour related
to purchase
PR strategies to
identify
2

8. PR strategies to
identify
Corporate Reputation
3

9. Corporate reputation more important than ever
Source: Foghound

10. Successful PR strategies start from
profiling/Current Perspective
Ask from yourself
genuinely

11. Does your organization need
fresh PR strategies & plan or
need to do corrections in
existing one?
1

12. Do you have dedicated
resource/s for PR?
2

13. How much you had
invested in PR and
what was the
outcome?
Ask
3

14. S M A R T
Specific Measurable Attainable Result
oriented
Time - Bound
Have your goals were
SMART?
Ask4

15. Have you
created
SWOT
Analysis?
S W
O T
Strength Weaknesses
opportunities Threats
Internal
Factors
External
Factors
Positive Negative
4

16. What is your
success matrix
to measure ROI
from PR
activities?
5

17. Define Objectives

18. Build Brand Identity & Credibility
To position “Company” as one of
the leading organizations for
“Value Proposition’ of Industry
across location.
Highlight the history of the
company and its expertise ranging
across various industries and
segments.
Objective
1

19. Build Corporate/Spokesperson
and Solutions Profiling in Media
To position spokesperson of the
company as an industry thought
leader with sound knowledge
across various industries.
Objective
2

20. Support Marketing Initiative and
Suggestive PR Activities
To create a strong niche for the
Solutions offered by the
organization
Objective
3

21. Media Exposure for the
Solutions /Services and
Application
To increase the visibility of the
brand across all the relevant
media platforms
Objective
4

22. 80 20 Rule
If you’re trying to deliver a message to an audience
of thousands, in the hope of starting a conversation
with a few tens of people, why not focus 80%
percent of your efforts on delivering the right
message to the 20%, at an appropriate time, via the
right channel?

23. Industry Association
Customer profile
Industry Profile
Key Opinion Leaders
Industry Analysts
Define Target Audience

24. Define PR Approach
Building
Brand
Equity
Devise PR
Campaign
Advocate
Marketing
Influence
the
influencer
Build
Thought
Leader
Personality

25. Brand
Building
• Create a brand standardization
across print/online media
Highlight
Benefits
• Create a competitive
separation
Strategy
• Mention the focused strategies
not tactics.
Leveraging relationship and
industry position
Building Mindshare Creating Evangelists

26. Spokesperson Profiling: – The activity will focus on creating media coverage for the
spokesperson of the company in newspapers/business magazines/trade magazines/
Television Channel
Corporate Stories: – The activity will focus on creating media coverage's for
company highlighting achievement, announcing new development etc. in
financial newspaper/ business magazines/ trade magazines
Industry Inputs: – Participating in the industry story, helps in positioning the
company as one of the leaders in the industry
Speaker Opportunities at Industry Forums: Identifying speaker opportunity in
important industry forum, and coordinating for seeking speaker opportunity
(paid/non paid) for the company’s spokesperson.
Article at Blogs and social media: Identifying business concern blogs, SMM and publish
company’s spokesperson articles.
Define Corporate PR

27. Top
Executive
Visibility/
Media
Outreach:
Program to promote the top executives of Company as its Brand
ambassadors and thought leaders in the industry
One –On-
One
Interactions
Plug-ins in
the industry
stories
Bylined
article on
the related
industry
Meet the
Editors
initiative
Corporate
press
release
Define Corporate PR

28. Spokespeople
profiling:
Identify and
profile key
spokespeople
from
Company forn
One to One
interactions
and editorial
opportunities.
Plug in quotes
and
statements of
experience
and latest
industry
trends from
spokespeople
across
industry
relevant
publications
Position
spokespeople
at various
speaker
platforms
Personality Building

29. PR Activities: Traditional Media
Media
Universe
National
Dailies
Mainlines
Financials
Regional
Media
Electronic
Media
Magazines
Vertical
Publications
Business
General
Trade
Publications
Online
Mainstream
Trade
PR Campaigns
Thought
Leadership
Platforms
Media
Engagement
Channels
Vertical
Engagement
Platforms
Evangelization
Programs

30. PR Activities: Online Media
• Inbound link-building
• Content Creation
• Blogs
• Feeds (RSS)
• eNewswire
• Press release
• Running competitions
Attracting
Visitors
Engagement
& Dialogue
Building
Buzz
Risk
Mitigation
1

31. PR Activities: Online Media
• Survey & Polls
• Social Media Marketing
• Blog
• eNewsletter
• Influence media owners
Attracting
Visitors
Engagement
& Dialogue
Building
Buzz
Risk
Mitigation
2

32. PR Activities: Online Media
• Post awards & credential on Social Media.
• Press release
• Social Media
• Video Sharing
• Viral Videos
• Influence media owners
Attracting
Visitors
Engagement
& Dialogue
Building
Buzz
Risk
Mitigation
3

33. PR Activities: Online Media
• Social Media Marketing
• Blog
• Video Sharing
• Brand protection content sharing
• Influence media owners
Attracting
Visitors
Engagement
& Dialogue
Building
Buzz
Risk
Mitigation
4

34. • Inbound link-building
• Content Creation
• Blogs
• Feeds (RSS)
• eNewswire
• Press release
• Running competitions
Attracting
Visitors
Engagement &
Communication
Building Buzz Risk Mitigation
PR
• Survey & Polls
• Social Media
Marketing
• Blog
• eNewsletter
• Influence media
owners
• Social Media
Marketing
• Blog
• Video Sharing
• Brand protection
content sharing
• Influence media
owners
• Post awards &
credential on Social
Media.
• Press release
• Social Media
• Video Sharing
• Viral Videos
• Influence media
owners
PR Activities: Online Media

35. Outputs
Contact/response level
Reach, Content
Outcomes
Perception/
Behaviors Level
Knowledge, opinions,
Attitude
Business Results
Business level
Added Value
Frequency
Visits
Prominence
Reader Contacts
Tonality
Message Impact
Share of Voice
Journalist inquiries
...
Awareness
Comprehension
Recollection
Recognition
Credibility
Image Changes
Recommendations
Purchasing intentions
...
Revenue / turnover
Contacts Closed
Reputation value
Brand Value
Price-Effort Ratio
Market Share
Stock Price
Employee Retention
...
Impact on Media /
Channel
Impact on Target
Groups
Impact on
Organizations
Measuring communications on three impact levels
Source: AMEC 2012

36. PR - Measuring
Success Matrix

37. No. of times, company articles found in
trade journal excluding ads
1

38. Brand loyalty and
advocacy index
2

39. Customer Delight index
3

40. Through online/social media
 New social media
followers
 New referral links;
 Increased organic website
traffic; or New leads or
sign-ups
 Viral impact on online
Media
 No. newswire published
4

41. No. of success stories created
5

42. No. of Customer survey conducted
for Brand awareness/Customer
Satisfaction etc.
6

43. Team Structure
Thought Leaders
Content and Graphic Creators
Managing Editors
Media Owners
Digital & Online Marketing expertise
Team Lead

44. Birds Eye open
doors to world’s first
pay-by-Instagram
restaurant
Frozen food brand Birds Eye has
opened the doors to a pop-up
restaurant called ‘The Picture House’
at the Ice Tank in Soho, London.
Diners are invited to pay for their bill
by taking a photo of their food and
sharing it on Instagram with the
hashtag #BirdsEyeInspirations
he campaign is to promote the
brand’s new Inspirations range, which
will also be promoted through a multi-
media campaign including TV, digital,
POS and a three month sampling
campaign. The Picture House will
visit Manchester and Leeds next
month.
The pop-up concept follows research
by Birds Eye that show 52% of people
‘regularly’ take pictures of their meals
and 11% take at least one picture of
their food a week. Source: The Drum and Marketing

45. Airbnb float
furnished house
down the River
Thames
There is a famous saying that if you’re
stuck for ideas, then just float
something down the River Thames
and Airbnb did exactly that.
This morning an idyllic and fully
functioning house that weighed over
70 tons casually floated down the
Thames. The house contained two
bedrooms, a living room, a working
bathroom and a garden.
The house will be continuing to float
down the Thames for the remainder of
the week, as part of a campaign that
aims to highlight the new rules on
home sharing, allowing Londoners to
share their homes with travellers for
up to 90 days a year.
Source: Craig Knowles

46. Facebook turns
the London Eye
into big UK
election pie chart
Facebook is using The London Eye to
show how people in the United Kingdom
have been engaging with the election so
far on the platform.
Launched today (Friday 1st May)
Facebook says it hopes the large-scale
data visualisation, perfectly located near
Westminster, will help increase actual
voter turnout on election day.
According to Facebook there have been
around 52 million interactions on Facebook
connected to the May 7th vote, with UKIP
being the-most talked about, clocking up
15.6 million of those. A like, share or
comment counts as a single interaction.
After UKIP, the Conservatives were the
second most-discussed party with 12.2
million interactions, followed by Labour
with 9.7 million, the Liberal Democrats with
2 million, the Scottish National Party with 2
million and the Green Party with 1.3
million.
The London Eye will show an updated
result every night at 9.30PM until the
election day.
Source: ITV and Marketing

47. Carlsberg spoofs
‘beach body ready’
ads with speedy
reactive billboard
In an impressively speedy reactive PR
move, beer brand Carlsberg snapped
up ad space next to the “beach body
ready” Protein World ads Twitter’s
been going MENTAL over for the last
week.
The cross-track projections are
running at London Euston, Liverpool
Street and Embankment stations from
Thursday (April 30, 2015) to Sunday
(May 3, 2015).
Protein World’s ‘beach body ready’
campaign, which has been rolled out
across multiple sites across the
London underground network,
provoked a backlash, with an online
petition to remove the ads receiving
more than 60,000 signatures.
Source: prexamples

48. We have discussed
 PR Strategy outline & process
 Why PR & Communication Strategies?
 PR Strategies
 Define Objectives
 PR Approach
 Corporate PR
 PR Activities traditional & Online
 Measuring PR Success Matrix
 Successful PR examples