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What is PR?

Public Relations… the credibility factor The power to influence Mark Waite Managing Director Cohesive Communications. What is PR?. Public Relations is about reputation – the result of what you do , what you say and what others say about you.

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What is PR?

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  1. Public Relations…the credibility factorThe power to influenceMark WaiteManaging DirectorCohesive Communications

  2. What is PR? Public Relations is about reputation – the result of what you do, what you say and what others say about you. Public Relations is the discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics. Chartered Institute of Public Relations

  3. Don’t believe the hype....

  4. PR & the social web

  5. Proxy journalism.... • Bloggers • Enthusiasts • Experts • Non media • Blaggers • Online media • Journalists • Sort of ‘independent’ • Bleaters • Micro bloggers • Tweeters

  6. It’s PR Jim....but not as we know it

  7. PR is still a key part of the game...

  8. Content is king... How to become a content engine • Content creation • News – vendor signings, company developments, new services • Views – opinion, insight, market knowledge • Muse – thoughts and reflections • Content curation • “the act of finding, grouping, organizing or sharing the best and most relevant content on a specific issue.”

  9. Consistency of message… Be consistent and persistent… • Super VAD • Who we are, what we do, what makes us different • Euro billions • Business strategy, growth, ambition • Smarter social enterprise • Market vision, disruptive business models, thought provoking • Mobile enterprise eco-system • Mega trends (BYOx), solution selling, portfolio story

  10. It’s all about people & content... Contacts Content • Build media relationships • Enterprise IT, Channel, Business, Broadsheet, Broadcast, Online • Know their patch • Hardware, software, security, telecoms, internet, voice & data networking • Become known for delivering real news…and views • Customers, analysts, partners, industry commentators • Technology, industry & market knowledge • Innovations, issues, trends • Content development • Thought leadership • Whitepapers, Opinion pieces, Viewpoints, Surveys • Testimonials, news releases • News hooks, story pitches • PR 2.0 • Another channel • Dialogue v monologue • Its still about content

  11. Top Tip: PR is like a good golf swing... • Set up & address • Angles, alignment & direction • The takeaway • What is the message • Timing & impact • Right message, right place, right time • Follow through • Commitment & momentum

  12. Q1’13 press coverage - Exclusive Networks • 304 online articles • Potential viewership of 23,671,000

  13. Q1’13 press coverage - COMPUTERLINKS • 317 online articles • Potential viewership of 18,047,000

  14. Q1’13 press coverage - Avnet • 353 online articles • Potential viewership of 43,330,333

  15. Q1’13 press coverage – Arrow ECS • 252 online articles • Potential viewership of 15,906,052

  16. Remember… • Know your media • Understand their audience (readership) • Adapt your story accordingly • Be persistent and consistent • Add value to the debate • Be passionate

  17. Any questions...

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