Thursday, May 04, 2006

How To Turn A Five Minute Presentation Into A $200,000 Marketing Bonus

By Thomas Murrell MBA CSP, International Business Speaker


How do you increase your visibility by focussing on 'high pay off' activities to build your profile and profits?

Speaking in public is the fastest way to attract, win and even retain more profitable clients.

It is a 'one to many' activity that delivers an enormous return on investment for your time and effort.

It also builds your expert power and recognised authority status.

When combined with a good media relations plan it is one of the most powerful and cost effective marketing strategies around.

Here's a personal case study of how to turn a five minute speech into $200,000 worth of media coverage.

"Malaysia - Opening doors to Australian Business" was the theme for a business breakfast held on March 10th 2006.
Malaysia is Australia's ninth largest trading partner, with two-way trade between our two countries currently standing at almost $10 billion.

As a Perth-based international business speaker working in Malaysia, I joined James Wise, Australian High Commissioner to Malaysia (left hand side) and Peter Kane, Australian Senior Trade Commissioner to Malaysia and Brunei (right hand side) on the platform at a breakfast function "Meet The Ambassadors" to share firsthand insights on how to tap into the second strongest economy in South East Asia.

The marketing copy for the event was impressive.

"James Wise is a senior career officer with the Department of Foreign Affairs and Trade and has been Australia's High Commissioner to Malaysia since 2003.

Peter Kane has served as Austrade's Senior Trade Commissioner in Kuala Lumpur since 2005.

Peter has a wealth of experience gained from assisting Australian exporters in diverse markets across the world for nearly 20 years."

More than 250 people turned up to the breakfast. Including a columnist for Malaysia's most influential media vehicle, the The Star newspaper.

So why did the columnist choose to write a full page article about my five minute speech and not the two other more eminently qualified and experienced speakers?

Well, I believe there were five essential ingredients that made it irresistible to the media and journalist.

Here are the insider's secrets so you can achieve the same amazing success with your next speech.

1. Emotional Connection.

As US speaking coach Doug Stevenson says when he talks about strategic storytelling - making content come alive, "emotion is the fast lane to the brain" and you must feel genuine emotion to connect with your audience.

2. Tell A Story.

Relevant stories are a powerful tool to illustrate key points.

My most relevant personal story to my Malaysian message was my 'walking barefoot on hot coals experience' at an Anthony Robbins Unleash The Power Within seminar I attended in Kuala Lumpur with 4,000 other delegates.

Even the world's most powerful communicators use personal stories. Take for example British Prime Minister, Tony Blair.

He was in Australia for the recent Commonwealth games and gave a speech to federal parliament on March 27th.

His speech was covered in the Australian media and here's part of that speech and in particular a personal story.

"Australia may not be in my blood, but it surely is in my spirit. My earliest memories are Australian. From the age of two, till five I lived in Adelaide ... At uni I was reintroduced to religion by an

Australian Peter Thompson, and introduced to politics by another, Geoff Gallop, both dear friends to this day. I've been back many times. I love the people, love the place, always have and always will. Australia is just a very special place to be."

3. See, Hear and Touch.

Use descriptive words to create visual, auditory and tactile anchor points for your audience.

Paint the picture and create the movie in their minds.

4. Make It Personal.

Share something personal from a place of vulnerability and you create instant rapport with your audience.

5. Have A Strong Call To Action.

Make sure your audience take action after listening to your speech.

If you go to my blog an unedited version of my "Meet The Ambassadors" presentation is available now for you to listen to.

And, here is the story Personal touch to success, Insight Down Under: By JEFFREY FRANCIS that appeared in the Star newspaper.

And how did I come to value this story at $200,000. Well to take out a full-page advertisement in the Star newspaper would cost $50,000. But editorial coverage is four times more credible than an advertisement and you need to multiply the advertising cost by a factor of four.

Now this method is not recommended by industry bodies such as the Public Relations Institute of Australia. But it does provide a useful framework.

And of course, the story is available for the world to see on the Internet.

2 comments:

anna said...

Corporate Social Responsibility: Effective Public Relations Strategy or Latest Management Fad?
By Anna Fogarty

Firstly, what is corporate social responsibility? Well the most common definition states, “ Corporate social responsibility (often referred to simply by its acronym, CSR) is the term frequently used to describe a company's commitment to operating in a way that takes account of not only the financial implications of the business decisions it makes, but also the social, economic and environmental impacts”.
There are many example of how corporate social responsibility is integrated into the world of public relations and one particularly good example I found is about how Microsoft uses CSR within their company.
“ Microsoft's Unlimited Potential Programme, an international philanthropic program for increased computer literacy. In Australia the program is a collaboration with non-profit organisations. The Smith Family is the lead agency in this project, which has generated further partnerships with organisations such as the Australian Seniors Computer Clubs Association (ASCCA), Inspire Foundation, Work Ventures and Yarnteen. The major initiatives in Australia include software donation, refurbished computers, community technology learning centers, disaster relief and community partnerships in education, training and technology access”.
No matter the size of your organisation or the level of your involvement with CSR, every contribution is important and provides a number of benefits to both the community and your business. Contributing to and supporting CSR does not have to be costly or time consuming and more and more small businesses active in their local communities are seeing significant benefits from their involvement such as:
• Reduced costs
• Increased business leads
• Increased reputation
• Increased staff moral and skills development
• Improved relationships with the local community, partners and clients
• Innovation in your processes, products and services
• Managing the risks your company faces
Potential pitfalls of a CSR program are:
• The fact that CSR can be mere corporate jargon and politically correct box-ticking, rather than a commitment to concrete action.
• Reputations may risk being tarnished by association with particular corporations. Lack of equality or even exploitation within the partnership for example some companies, stand accused of promoting an initiative more for their own benefit, to enhance credibility, or profit, rather than to aid the community.
• Depending on the priorities of those responsible it may be the case that CSR is a lower priority for the corporate than it is for the organisation. It is therefore important to be wary of the risk of becoming overly reliant on the corporate body.
http://www.dcita.gov.au/ie/community
http://www.chamberonline.co.uk/business_services/csr/index.html
http://www.prwatch.org/taxonomy/term/108/9?from=40
http://www.pria.com.au/news/id/68

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