Thursday, March 22, 2007

21 Proven Ways To Use PR to Build Your Brand (Part Two)

By Thomas Murrell MBA, CSP - International Business Speaker

Public relations or PR is the best way to build your personal or professional brand.

Many people think PR is about 'spin' but it is about building strong relationships with all your important stakeholder groups.

How can you build your brand using PR? Here are the second seven of 21 tips.

8. Arrange For A Speech

Public speaking positions you as a recognised authority, is a "one to many" marketing activity and has the twin benefits of credibility and visibility.

Use public speaking to gain valuable PR before, during and after your speech.

Want to use public speaking to grow your business?

Tuesday, May 8th 2007, The WA Club, Perth Western Australia
Powerful and Persuasive Speechwriting
A great way to use speeches to grow your business! Part of the Australian Innovation Festival. Book now.

9. Make An Analysis or a Prediction

This is always newsworthy. Why not leverage your expertise?

One of my clients, Charlie Gunningham from aussiehome.com is at the cutting edge of what properties are for sale in the affluent western suburbs of Perth because they run an internet portal for more than 170 real estate agents.

They are the first to pick up real estate trends and Charlie uses this expertise to make predictions about housing prices. A subject everyone is interested in!

By the way, he predicts Perth prices to rise ten per cent over the next 12 months.

You may have listened to Charlie Gunningham's podcast in Media Motivators #120, now read about how aussiehome.com plans to raise five million dollars and list on the Australian Stock Exchange. Read their news here.

10. Announce An Appointment

Most newspapers, internal newsletters and internet sites have an appointments section. This helps build both your internal and external brand.

11. Celebrate An Anniversary

Hold some special events and celebrate. Design a special logo or sticker.

12. Create An Award

Always good for internal and external brand building with many outstanding examples, including everything from the Oscars to the Nobel Prize.

13. Hold a Contest

Again good for internal and external brand building with many examples to model your contest on, from employee of the month to sales superstar.

14. Stage a Special Event

Events management or events marketing is one of the fastest growing forms of PR, with everything from megaevents such as the Cricket World Cup through to a small local community event or business seminar.

What event could you hold to build your brand?

(Source: Adapted from Public Relations: Strategies & Tactics Wilcox et al. 1995, p.300)

Want more PR skills to build your brand? Come to our special seminar as part of the Australian Innovation Festival.

Tuesday, May 22nd 2007, The WA Club, Perth Western Australia
Brand Excellence: How To Build A Powerful Brand
First One for 2007 and part of Australian Innovation Festival Book now.

Thursday, March 01, 2007

21 Proven Ways To Use PR to Build Your Brand (Part One)

By Thomas Murrell MBA, CSP - International Business Speaker

Public relations or PR is a very cost effective way to build your brand.

My definition of PR is building goodwill with strategic stakeholders through effective communication.

So in a practical sense how can you build your brand using PR. Here are the first seven of 21 tips.

1. Tie-in with news events of the day

A publicly listed Perth company and client of mine, Cell Aquaculture Limited made a recent announcement that "land-based fish farming is the only solution to stopping the world's wild caught fish stocks collapsing".

They received good media coverage when they commented on a report where "marine scientists have warned there will be no more commercial fishing in 40 years if the present levels of fishing continue around the world."

Cell's message was that land-based fish farming is the only solution.

This is a good example of leveraging off a big global news story. The new study on fish stocks, conducted by Canadian researchers and reported in the journal Science, concluded that stocks of all of commercially caught species will collapse to less than 10 per cent of the maximum catches recorded.

2. Tie-in with a newspaper or other media outlet on a mutual project

Do a joint venture. You have the content and the media outlet has the distribution channels.

This strategy worked well as a young manager at the ABC when we did a joint colour supplement in a major rural newspaper when we launched our new brands for all our regional radio stations.

3. Conduct a poll or survey

The outcomes of research are very newsworthy because they are new.

Polls, especially on the Internet are very easy to do.

4.Issue a report or white paper

This is a great way to generate good PR. White papers are now becoming a very effective lead generation, positioning and business growth tool.

5. Arrange an interview with a celebrity

Here's another example with a client called Aurenda who are Independent worker injury risk managers. They held a function with former International cricketer Rod Hogg.

Click here to listen to the interview with Rod Hogg...

6. Take part in a controversy

You have to pick your issues and I suggest you seek professional advice if going down this track.

7. Arrange for a testimonial

A proven, time tested PR technique. You will notice I use collect and use testimonials with permission in this eZine.

(Source: Adapted from Public Relations: Strategies & Tactics Wilcox et al. 1995, p.300)

Want more PR skills to build your brand? Come to our next seminar.

Tuesday, March 13th 2007, The WA Club, Perth Western Australia Winning The Media Game
First One for 2007 Book now.