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GETTING THE MOST FROM YOUR PUBLIC RELATIONS RESOURCES Paul Wagner, President, BALZAC

GETTING THE MOST FROM YOUR PUBLIC RELATIONS RESOURCES Paul Wagner, President, BALZAC. PUBLIC RELATIONS: it’s relationships with publics. How many publics do you have? Media—print, electronic, bloggers, etc Social media Trade Consumers Neighbors Local officials Employees

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GETTING THE MOST FROM YOUR PUBLIC RELATIONS RESOURCES Paul Wagner, President, BALZAC

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  1. GETTING THE MOST FROM YOUR PUBLIC RELATIONS RESOURCES Paul Wagner, President, BALZAC

  2. PUBLIC RELATIONS: it’s relationships with publics • How many publics do you have? • Media—print, electronic, bloggers, etc • Social media • Trade • Consumers • Neighbors • Local officials • Employees • And so many more

  3. PR is a Function of Marketing • So what is marketing? • Finding a need in the market, and develop a product to meet it. • Promotion, protection and Enhancement of your brand

  4. GOAL OF MARKETING: OPENING THE DOOR • You need to Define Winery Position • You must Understand Distribution • All this will Support Sales

  5. So what is your position? • How are you different from every other winery on the planet? • How are your wines different from the 120,000 SKUS in the market?

  6. SWOT DIAGRAM • Strengths • Weaknesses • Opportunities • Threats

  7. SWOT •  Analyze competitive PR programs • Focus on high return programs • Invest in long term strategies

  8. PR 101: The Basics • Develop your key message—what makes you unique? • Identify your audience—who and where are they? • Deliver the message • Evaluate the results

  9. MEDIA TRAINING • GET A PROFESSIONAL • Forget tv, focus on content • Consistent style and message • Dramatics and emphasis • Practice, practice, practice

  10. DON’T JUST TALK; LISTEN “Propaganda ends where dialogue begins.” Marshall McCluhan

  11. So what are the delivery systems? • Identify your audience • Deliver the message • Evaluate results

  12. Why all the focus on media? • Traditional media allows you to talk to one person, a journalist, and get you message to thousands, even millions of people • Social media is more segmented and diverse…and the ratios are much smaller.

  13. PR is marketing your message to the media and other publics • What is marketing? Looking for a need in the market. • What does the media want/need?

  14. WHAT (WINE) MAGAZINES WANT • Best buys • High scores • News • Interesting photos • More readers, better readers

  15. MEDIA RELATIONS •  Get to know them • Read their articles • Talk to them about their interests • Give them what they need

  16. PUBLIC RELATIONS TACTICS • Press kit • Press releases • Sample mailings • Newsletters • Events and promotions • Media training • Media relations • Trade shows • Market visits • Sales support

  17. PRESS KIT • A reference library • Content • Backgrounder • People, people, people • Swot--what is different • Recipes/photos/support • Format—contact info! • Style

  18. PRESS RELEASES • News, not announcements • A/P style and format • Research the facts • Read the publications • Ask the editors • Refine the story • Resend or resell the story

  19. SAMPLE MAILINGS • What's the point? • Who's the audience? • Editorial calendars • Research and reminders

  20. SPECIAL EVENTS • Wine festivals • Donations • Market visits • Word of mouth—the buzz

  21. WINE FESTIVALS:GOALS AND BUDGETS • Trade show booths--play to win, don't just show the flag • Who will notice if you're not there--and how to deal with them • Wine costs, travel expenses • Piggyback for cost effectiveness • Everyone else will be in town at the same time

  22. EVENTS AND PROMOTIONS • Start with goals and budgets • Match partners with your key messages • Co-ops gain attention, but share focus. Don’t get lost. • Negotiate to get what you need • Define expectations, then meet them

  23. DONATIONS: GOALS AND BUDGETS • Play to win--and think big • One big role is better than twenty bit parts • What can you get in return? • Negotiate

  24. MARKET VISITS:GOALS AND BUDGETS • Distributor meeting • Key accounts lunch • Media lunch • Consumer event

  25. NEWSLETTERS/BLOGS •  They're usually not news • Goals and budget • Direct mail sales • Build brand loyalty • Create visitor traffic

  26. WORD OF MOUTH: THE BEST MARKETING TOOL • Satisfied customers tell 8 people; unhappy ones tell 22 • Your business must be perfect to get the recommendations • If you don’t meet expectations, you lose • Goals and a budget!

  27. FACE TIME is better than FACEBOOK • Give your customers the tools they need to be active on social media • Your business must be perfect to get the recommendations • If you don’t meet expectations, you lose • Develop goals and a budget!

  28. STRATEGIES FOR MANAGEMENT • Management is the first public • Approval process • Defining expectations • Cost effectiveness--national marketing amortization

  29. PR 101 IN SUMMARY • Know your message • Identify your audience • Deliver the message • Evaluate results

  30. DEFINE EXPECTATIONS • Goals and budgets • Hard results vs. Image enhancement • Be accountable—for all our sakes

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