Freres Lumber PR Presentation

A custom presentation on PR, communication and specifically an intro to social media for a B2B manufacturing company.

Transcript

1. Public Relations Overview Social media | Traditional media #Engage
2. Text What is Word’s Out PR? Nicole F. Miller + Associates Word’s Out PR | Public Relations (PR) Strategists Public Relations Society of America, Oregon Capital Chapter | Vice President Team of publicists, graphic designers, strategic planners, social media gurus facebook.com/wordsoutpr | @wordsoutpr
3. What is PR? Management function that establishes mutually beneficial relationships between an organization and its publics PR creates 2-way communication between an organization and its publics Monitoring & guiding awareness, attitudes & behaviors inside and outside an organization Reputation management
4. Parts of the Function Internal/employee relations Community relations Publicity, the proactive approach Media relations Government relations/lobbying Issues management Investor relations Development/fundraising
5. Why does reputation matter? Reputation = Credibility + Trust Perception is reality Reputation concerns can affect revenue Can impact acquiring, retaining top- notch employees Bad news spreads faster, farther than good news Company branding: You’re online; you don't have a choice. Managing your image is your job.
6. Who are your audiences? External: Hyperlocal: Lyons, Mill City Local: Mid-Willamette Valley Lumber Industry Regional: Pacific NW National, international Internal: employees
7. What are your avenues? Social media Traditional media Articles, blog posts Newsletters, e-newsletters Community events Videos Industry trade shows, conferences Brochures, rack cards
9. Goal 1: Enhancing Company Image, Managing Reputation Be proactive in creating your messages Provide the media/public with your pre-approved messages; publish original content Use listening as a systematic approach Monitor online references (Google Alerts) Use social media, it shows transparency & openness
10. Goal 2: Open doors with community relations Host events Start an external/ community newsletter Manage a Facebook page Commit to increased involvement in local organizations Continue sponsorships
11. Goal 3: Improve Internal Communications Team briefings Memos Employee newsletter Intranet Internal instant messaging Should be about both giving & gathering information
12. Goal 4: Gain Customer Input on New Products Survey Monkey Mini survey on website Feedback forms Face-to-face meetings Through membership organizations like HBA
13. Goal 5: Increase Sales Organically Use social media to establish relationships Use social media to generate new leads, build deeper relationships Position yourself as a thought leader in your industry Use social media to drive visitors to your website
14. B2B Social Media Strategies Social networks Blogging Ratings, reviews sites E-mail marketing Video
15. B2B Social Media Strategies
16. Choosing the right platform is key
17. Become a Leader in LinkedIn The platform for business! Personalize your connection requests Give recommendations Join groups Create a group for your industry, not your company Optimize your profile for SEO
18. Generate community goodwill through Facebook Consider setting up a FB page for Freres Lumber or the Foundation Reach neighbors, locals, business leaders Use the 80/20 rule Engage, listen, monitor
19. Most popular marketing tactics for B2B
20. Social Media Steps for Manufacturing, Industry Develop social media content strategy 80/20 rule! Create topic categories (legislation, current events, safety tips, latest equipment, green practices, lift up other community organizations) Determine company’s social media persona (administrators use consistent “voice”) Nail down schedule
21. Weekly time commitment for social media marketing A significant 64% of marketers are using social media for 6 hours or more and 37% for 11 or more hours weekly. This is a slight increase over 2013, when 62% reported 6 or more hours a week. It's interesting to note that nearly 19% of marketers spend more than 20 hours each week on social media.
22. B2B Traditional Media Strategies Newspaper, magazine editorial coverage, feature stories, articles Radio, TV interviews Expert source for news stories Direct mail Outdoor (billboard, other signage)
23. Media Relations | Earned PR Target your media contacts Develop relationships to ensure your messages are heard, used Editorial vs. advertising Seek national coverage Share your good news
24. B2B Other Marketing Strategies Trade shows Conferences Advertising in trade publications
25. Lessons Learned Have a PR plan Listen, monitor, engage Acknowledge issues as quickly as you can Let people vent; always keep your cool Have a flow chart Turn a negative into a positive
26. Moving Forward 2 things for crises: check-list, flow chart Determine PR format: internal, external Maintain active social media accounts Foster relationships with media outlets
27. Who does what? Technicians vs. expert counsel, managers Professionalism & ethics PR consultants as expert counsel to guide strategy Communications technicians for ground work Internal PR Dept. or Outside Agency
28. Next steps 1. Discuss communication goals 2. Consider PR scope of work 3. Determine if you want to outsource 4. If so, request a proposal
29. Manage your reputation before everybody else does.