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Walt Boyes presents a totally revised and updated version of PR101, his very popular Marketing Communications Master Class. This webinar is for both newbies to marketing communications (product managers, sales managers and engineers who have been "promoted" into marketing) and those who have been doing marcomm in the automation industry for a while. This webinar is specific to the automation industry and discusses: - Marketing "bang for the buck" - Integrated marketing - Public relations in the automation industry - How to place a press release - Product releases and news releases - Relationship building with editors, influencers, and thought leaders - Social Media: Inbound and outbound marketing -- a cascade control loop - Metrics and measuring results Walt has more than 25 years of experience in sales, sales management, marketing, and product development in the automation industry, including Executive Committee experience and board of directors service in both for-profit and not-for-profit companies. Walt is currently serving as Editor-in-Chief of CONTROL magazine, http://www.controlglobal.com. In addition, he is a principal in Spitzer and Boyes LLC, http://www.spitzerandboyes.com, a technology consulting firm devoted to assisting companies to better market their products in manufacturing and automation. Walt also acts as a freelance acquisitions editor for Momentum Press, a division of iGroup, on Instrumentation and Automation texts. Walt has published professionally in the technology and science fiction fields, and is a member of SFWA, the Science Fiction and Fantasy Writers of America.
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Walt BoyesEditor in Chief
Public Relations Tactics for Public Relations Tactics for Automation CompaniesAutomation Companies
Tips and Strategies for Creating a Working PR Tips and Strategies for Creating a Working PR Program for Program for YourYour Company Company
PR101:PR101:
Introduction
We’re talking about Public Relations…something many automation companies don’t do, or don’t do well. Why not? What good is it? Isn’t PR just for really big companies or politicians? I’m a control system manufacturer. I sell to engineers! I don’t need a “spin doctor!”
…And now there’s all this blogging and tweeting and Facebooking and I don’t know what to do with any of it! Social Media, phaugh!
Sadly, this may sound like YOU!
What is PR?
Public Relations is the art and practice of communicating ideas.
The difference between PR and advertisingAdvertising is about products, services or brand image, PR is
about ideas… who you are and what you stand for.
PR’s place in the marketing mix
PR is NOT a cheap replacement for display advertising!
But ...you already knew that, didn’t you?
The basics of PR:1. Media communications
2. Product marketing
3. Tradeshow participation
4. Editorial coverage
5. Stakeholder communications
6. Crisis management
The basics of PR:1. Media communications
It used to be that companies decided what their customers should know and tucked everything else under the rug.
Fact is, marketing communicators no longer own the message.
The basics of PR:2. Product Marketing
While this is what most automation companies ONLY do, it isn’t the only thing they SHOULD do.
The basics of PR:3. Tradeshow participation
Tradeshow participation is problematic for smaller companies and questionable for larger ones…here are some things you can do instead, or in addition to attending trade shows or (gulp!) exhibiting at them.
The basics of PR:4. Editorial coverage
This is the money play for everybody…getting coverage for the work you are doing gives you a brand image and a reputation that is worth quite a bit.
The basics of PR:5. Stakeholder communications
If you are larger than a four or five person office, you need to figure out how to keep everybody on the same page. If you have investors, or remote offices, this is really important.
The basics of PR:6. Crisis management
You may not think you need to know how to handle a crisis, but what do you do if a plant blows up and everyone says it is your control system that was at fault?
What Public Relations is
Public Relations is the practice of selecting the correct facts and concepts about an enterprise and its actions and presenting them in the most positive light…
What PR can and cannot do for your company
PR cannot make a “silk purse” out of a “sow’s ear.” You have to have something legitimate to say, or nobody will listen.
What PR can and cannot do for your company
Marketing communications can no longer control the message. The inmates are running the asylum.
What is all this stuff about Social Media anyway?
What is all this stuff about Social Media anyway?
•What is “social media”?•Who uses social media?•Does social media work in business?•Should YOU use social media?•HOW should you use social media?
How to construct a PR campaign
“A PR Strategy Is More Than Sending Out Press Releases” – Linda VandeVrede
Writing a press release
It must be “news” It must be noteworthy It must be well written It must be topical It must be targeted
Relations with Technical Editors
Maintain a database of editors in your trade area and industry. Keep it updated.
Make sure you call or meet with each editor at least once a year.
Keep editorial guidelines from all of your target publications
Know what the editor’s preferred writing and image styles are
Know how the editor prefers to be contacted
Getting editorial coverage in trade magazines and
websites Know the editorial calendar Pick a topic that fits the calendar Pitch it at least 4-6 months ahead Make sure it is well written Make sure you furnish good visuals Get it in on time
PR and tradeshows
Get your best customers to the show Schedule meetings with analysts and editors Announce new products Announce new strategic alliances Announce new contracts or big projects Get coverage in the “show daily” Make contacts in the trade press
How to use PR to increase interest in the enterprise
Communicating the company brand
Internal Communications Communicating with shareholders Communications with the media
What is branding?
Branding is the maintenance and furtherance of the company brand.
A brand is the cognitive “gestalt” made up of all of the knowledge, emotions, thoughts and feelings about a company and its products by employees, suppliers, customers, competitors, shareholders and the media.
So why is branding important?
PR for branding the industrial enterprise
PR communicates the brand values of the company PR projects the image the company sees of itself PR promotes the company, its values and its
actions PR acts as the primary channel for Social Media
interactions between the company and its customers.
Cognitive dissonance and PR
Cognitive dissonance is produced when a company acts in a way that is contrary to its projected image and brand.
Cognitive dissonance is a powerful phenomenon that leads directly to lost business.
Cognitive dissonance can be spread quickly and widely by Social Media…witness the Toyota fail and the BP catastrophe.
Cognitive dissonance and debasing your brand
When you do things just a little bit less well, or less expensively, you produce cognitive dissonance
Cognitive dissonance always leads directly to lost business, even if you debase your brand just a little at a time.
Cognitive dissonance from debasing your brand can be spread quickly and widely by Social Media…
PR for internal communications and Social Media
Communicate the company’s strategic goals and objectives
Communicate the company vision Communicate the company’s brand
values Communicate news Manage morale Provide a channel for stakeholder
communications
Communicating with shareholders PR is used to share company
financial news with shareholders PR is used to share new programs,
options, and shareholder specific information
PR is used to communicate with analysts and Wall Street experts.
YOU may be called on to explain why your company’s results aren’t as predicted. Do you know how?
Social Media Rules for Communicating with Employees, Customers and the Public:
Honesty is the best policy Open communications is
best Clear and direct works Waffling and ducking is
counterproductive
Crisis Management
Plan ahead for a crisis Have a crisis management team BE HONEST and OPEN Take responsibility Take corrective action swiftly Provide information access
How to handle a crisis Establish a crisis
information center Establish a schedule of
updates and stick to the schedule
Never waffle, never lie: be forthright and honest
Make sure you are communicating the truth as best you know it.
Tell your story simply and help the media and the authorities get the story out
Walt BoyesEditor in Chief
Putting It All Together– a detailed Putting It All Together– a detailed approach to integrating approach to integrating marketing communicationsmarketing communications
PR101:PR101:
Outbound
1.Wikipedia Page(s)1. For company2. For product(s)3. For principals and experts4. For industry issues
2.Articles and Whitepapers3.Campaign Whitepapers4.Presentations5.Webinars6.YouTube
Inbound
1.Your own blog(s)2.Twitter3.LinkedIn4.Facebook5.“A List” at Control.com6.Other Social Media
End Users and OEMs
Social Media and Outbound/Inbound Marketing Are a Cascade Control Loop
Copyright 2012, 2013 Spitzer and Boyes LLC used by permission
Outbound
1.Wikipedia Page(s)1. For company2. For product(s)3. For principals and experts4. For industry issues
2.Articles and Whitepapers3.Campaign Whitepapers4.Presentations5.Webinars6.YouTube
Inbound
1.Your own blog(s)2.Twitter3.LinkedIn4.Facebook5.“A List” at Control.com6.Other Social Media
End Users and OEMs
Social Media and Outbound/Inbound Marketing Are a Cascade Control Loop
Copyright 2012, 2013 Spitzer and Boyes LLC used by permission
Outbound
1.Wikipedia Page(s)1. For company2. For product(s)3. For principals and experts4. For industry issues
2.Articles and Whitepapers3.Campaign Whitepapers4.Presentations5.Webinars6.YouTube
Inbound
1.Your own blog(s)2.Twitter3.LinkedIn4.Facebook5.“A List” at Control.com6.Other Social Media
End Users and OEMs
Social Media and Outbound/Inbound Marketing Are a Cascade Control Loop
Copyright 2012, 2013 Spitzer and Boyes LLC used by permission
Outbound
1.Wikipedia Page(s)1. For company2. For product(s)3. For principals and experts4. For industry issues
2.Articles and Whitepapers3.Campaign Whitepapers4.Presentations5.Webinars6.YouTube
Inbound
1.Your own blog(s)2.Twitter3.LinkedIn4.Facebook5.“A List” at Control.com6.Other Social Media
End Users and OEMs
Social Media and Outbound/Inbound Marketing Are a Cascade Control Loop
Copyright 2012, 2013 Spitzer and Boyes LLC used by permission
Outbound
1.Wikipedia Page(s)1. For company2. For product(s)3. For principals and experts4. For industry issues
2.Articles and Whitepapers3.Campaign Whitepapers4.Presentations5.Webinars6.YouTube
Inbound
1.Your own blog(s)2.Twitter3.LinkedIn4.Facebook5.“A List” at Control.com6.Other Social Media
End Users and OEMs
Social Media and Outbound/Inbound Marketing Are a Cascade Control Loop
Copyright 2012, 2013 Spitzer and Boyes LLC used by permission
Outbound
1.Wikipedia Page(s)1. For company2. For product(s)3. For principals and experts4. For industry issues
2.Articles and Whitepapers3.Campaign Whitepapers4.Presentations5.Webinars6.YouTube
Inbound
1.Your own blog(s)2.Twitter3.LinkedIn4.Facebook5.“A List” at Control.com6.Other Social Media
End Users and OEMs
Social Media and Outbound/Inbound Marketing Are a Cascade Control Loop
Copyright 2012, 2013 Spitzer and Boyes LLC used by permission
Outbound
1.Wikipedia Page(s)1. For company2. For product(s)3. For principals and experts4. For industry issues
2.Articles and Whitepapers3.Campaign Whitepapers4.Presentations5.Webinars6.YouTube
Inbound
1.Your own blog(s)2.Twitter3.LinkedIn4.Facebook5.“A List” at Control.com6.Other Social Media
End Users and OEMs
Social Media and Outbound/Inbound Marketing Are a Cascade Control Loop
Copyright 2012, 2013 Spitzer and Boyes LLC used by permission
Outbound
1.Wikipedia Page(s)1. For company2. For product(s)3. For principals and experts4. For industry issues
2.Articles and Whitepapers3.Campaign Whitepapers4.Presentations5.Webinars6.YouTube
Inbound
1.Your own blog(s)2.Twitter3.LinkedIn4.Facebook5.“A List” at Control.com6.Other Social Media
End Users and OEMs
Social Media and Outbound/Inbound Marketing Are a Cascade Control Loop
Copyright 2012, 2013 Spitzer and Boyes LLC used by permission
Conclusion
You’ve now seen what PR, or rather, integrated marketing communications, can do for any automation company. If you’ve followed me so far, you get a gold star…
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