INTERNATIONAL CONGRESS

AND CONVENTION

ASSOCIATION PR for Business Events – Social Media

February 2016

Backstory

Elizabeth comes from a background in Experiential and

Activations, but her skills span a broad spectrum of below

and through-the-line techniques including: full message

research and offer design, collateral & POS, consumer

and trade promotions, DM, shopper marketing and

strategic communications.

Elizabeth is a former

agency owner and current

Account Director at Zadro.

With 17 years of experience

in senior roles she’s

experienced in holding

ultimate accountability for

multi-million dollar

campaigns in Financial

Services, Government,

Telco, Charity, Sporting,

Retail, Health, and FMCG.

Worked with:

Elizabeth has worked with top tier clients, established and

emerging brand‟s such Canon, Ubank, American Express,

Optus, Austar, Fitness First, Virgin, Save The Children,

The Queensland Government, ACP, Diageo, JCDecaux

and Sanofi Aventis, from pitch, through strategy, to

execution and evaluation.

Elizabeth Williams Account Director

A LITTLE ABOUT US

Strategic Communications Copywriting

Graphic Design

Digital Design & Development Internal Communications

Public Relations

Interactive sessions are expertly designed and

powerfully facilitated to articulate your

company‟s direction and unique offering.

We connect your stakeholders to your key

messages and business activities, raising the

profile of your business across target

industries, media and government. We can

also manage your media partnerships,

sponsorships and tradeshow presence.

Advice on strategies to manage change, create

strong organisational cultures, deliver effective

internal communications and guarantee staff

engagement. We can work with you to

articulate the mission and values that underpin

your organisation and develop the strategy that

will bring them to life in your team.

Experienced copywriters find your message,

tone and personality. We‟ll write for your

website, brochures, newsletters, tenders,

award submissions, speeches, case studies,

advertising and social media channels.

Our exceptional creative team will present

engaging, compelling designs that sell your

message. We can design your logo, website,

collateral, ads, newsletters, signage, corporate

identity and more.

We will devise a strategy, implement it and

support your business. We specialise in website

design, build and maintenance, enewsletters,

advertising and digital and social media. We can

also help you understand where you are in the

digital world, conducting a health check of your

website, SEO, SEM, social media and email

marketing to tell you what is working and the

opportunities for improvement.

WHO ARE ZADRO?

Q: WHY ARE WE HERE?

What do you want to get from this session?

TODAY’S SESSION:

Section 1: What is Public Relations and what can it achieve?

The tools of Public Relations

Building a successful Public Relations strategy – where to start?

Putting it in perspective: examples

Section 2: The tools of Marketing and Public relations?

Owned, paid and earned integration

What is news?

Putting it in perspective: examples

Section 3: Let’s get Social

The 8 step social strategy

Zadro’s top 10 tips

Putting it in perspective: examples

SECTION 1:

WHAT IS PUBLIC RELATIONS AND WHAT

CAN IT ACHIEVE?

PUBLIC RELATIONS

Public relations is the deliberate, planned

and sustained effort to establish and

maintain mutual understanding between

an organisation (or individual) and its (or

their) publics. PRIA

Elizabeth’s version?

It is what is says on the packet – The

relationship you have with the public.

THE PURPOSE OF PUBLIC RELATIONS

Establishing open and

effective two-way

relationships with your

audience, in which to manage

and pass information

AREAS OF PUBLIC RELATIONS

ADVERTISING VS. PUBLIC RELATIONS

THE POWER OF PUBLIC RELATIONS

Credibility

Influence

Managing your messages

Raising awareness

Developing two-way relationships with the

people who matter

1

3

2

4

5

BUILDING A PR STRATEGY

KEY ELEMENTS OF A PR STRATEGY

OBJECTIVES

KPIs

MESSAGE

AUDIENCE

PLAN & IMPLEMENT

MEASURE

LETS DO ONE TOGETHER!

OBJECTIVES

MESSAGE

AUDIENCE

IMPLEMENT

MEASURE

KPIs

LETS DO ONE TOGETHER!

OBJECTIVES

MESSAGE

AUDIENCE

IMPLEMENT

MEASURE

KPIs

LETS DO ONE TOGETHER!

OBJECTIVES

MESSAGE

AUDIENCE

IMPLEMENT

MEASURE

KPIs

What Every organisation on the planet

knows WHAT they do. These are the

products they sell or the services they

offer.

How Some organisations

know HOW they do it. These

are the things that make

them special or set them

apart from their competition.

Why Very few organizations know WHY

they do what they do. WHY is not

about making money. Its and outcome.

It‟s a purpose, cause or belief. It‟s the

very reason your organization exists.

ABOUT YOU

How do you describe your

business?

What do you do?

How do you do it?

Why do you do it?

Give me the elevator pitch…

Inspirational,

audience focused,

mission, vision

Differentiation,

USP, competitive

advantage &

strategy

Your products and

services

descriptors

MESSAGE

GUIDE DOGS AUSTRALIA

WHAT? We train people with impaired vision to use canes,

canines and electronic aids to improve their mobility,

independence and safety.

WHY? We exist to enhance the independence and safe

mobility of people who are blind or vision impaired.

HOW? Canine training centres, guide dogs, fundraising,

partnerships, relationships, networks, support,

communications, operations and people.

MESSAGE

LETS DO ONE TOGETHER!

OBJECTIVES

MESSAGE

AUDIENCE

IMPLEMENT

MEASURE

KPIs

STAKEHOLDER MAP

Competitors /

Other Associations

Members – Existing

and Potential

Media – Broadcast,

Print, Digital

Board Members

Staff / Internal

Government

Partners / Sponsors

STAKEHOLDER ANALYSIS

WHO ARE THEY? NAME

EACH GROUP

RATE THE QUALITY OF

YOUR RELATIONSHIP IN

TERMS OF AN OPEN TWO -

WAY COMMUNICATION

WHERE DO YOU

CURRENTLY INTERACT

WITH THEM? WHERE

COULD YOU?

WHAT INFLUENCES

THEM? WHAT DO THEY

READ? THINK? KNOW?

WHERE DO THEY GET

THEIR NEWS?

WHAT ARE THEIR

CHARACTERISTICS?

DEMOGRAPHICS?

AUDIENCE

AUDIENCE

LETS DO ONE TOGETHER!

OBJECTIVES

MESSAGE

AUDIENCE

IMPLEMENT

MEASURE

KPIs

This is the who, what when where and why. It in PR terms:

1. Resources

2. Content

3. Schedule

4. Channel

5. Call to action

LETS DO ONE TOGETHER!

OBJECTIVES

MESSAGE

AUDIENCE

IMPLEMENT

MEASURE

KPIs

This is why it is vital to set your objectives and KPIs at the very beginning so you

can benchmark.

The reason we do stakeholder mapping and analysis is so that you will

understand their requirements from the beginning, and then reporting the results and

success will be much easier.

MEDIA, PR AND GENRAL MARKETING &SALES EXAMPLES

REACH

Readership & Circulation

EAV

Equivalent Advertising Value

PR VALUE

Number of Clippings

Key Message Coverage

* Ratings

Rank your media importance

SOCIAL REACH

Number of people reached with your PR

SOCIAL GROWTH

Number of new fans or followers

SOCIAL ENGAGEMENT

Engagement on # hash tags, shares,

comments and likes

WEBSITE

Number of visits, peaks in traffic

WEBSITE

Top page visits, referral websites

EMAIL MARKETING

Open rates, click through rates

NEW MEMBERS WHERE DID YOU HEAR OF US?

SALES LEADS

END OF SECTION ONE

LETS’ PUT IT IN PERSPECTIVE

EXAMPLE: AIME

USING THE STEPS: AIME

OBJECTIVES

MESSAGE

AUDIENCE

IMPLEMENT

MEASURE

KPIs

1. Resources

2. Content

3. Schedle

4. Channel

5. Call to action

Zadro scope:

SECTION 2:

OWNED, PAID AND EARNED

CHANNELS

PROMTING YOUR EVENT, ASSOCIATION OR DESTIATION

Marketing, advertising, digital, social, public relations… the sheer number of

options to promote your business seems endless nowadays and it can be difficult

to know where best to put your marketing efforts and spend.

Lets look at:

1. The difference between owned, paid and earned media (e.g. website,

advertising and public relations)

1. How to use these communication channels in a planned and integrated way

for Business Events

WHAT IS OWNED, PAID & EARNED MEDIA?

Owned Media

•Website & SEO

•Email/Direct Marketing

•Blogs

•Social media

Paid Media

•Advertising

•Search Marketing

•Events

•Collateral

Earned Media

•Public Relations

•Media Relations

•Word of mouth

•Social mentions

Owned media is a channel that you create or own

and where your business has produced the content.

Here you can control the message to your customers

and increase engagement in your business.

Paid media is when you leverage a third-party and

pay a hard-cost to promote your business. You control

the message, however it is more costly. Popular to

attract new customers or build awareness for your

business.

Earned media is when your business, products or

services are being mentioned by customers, the public

or the press. One of the most powerful promotional

tools as your brand is being endorsed by another.

WHERE DOES PR SIT?

Owned Media

•Website & SEO

•Email/Direct Marketing

•Blogs

•Social media

Paid Media

•Advertising

•Search Marketing

•Events

•Collateral

•Sponsorships

Earned Media

•Government Relations

•Media Relations

•Word of mouth

•Social mentions

Public

Relations

PLANNED COMMUNICATIONS

Now we know what the types of media

there are – let’s looks at each individually

and see how we can use these and what

the benefits are of creating planned

communications across them.

We start first with your owned media and

how can you use each media for your

marketing?

Owned Media

• Website

• Email/Direct Marketing

• Blogs

• Social media

POLL

What owned media channels do you have for business? Choose all that you have.

• Website

• Blog

• Facebook

• Twitter

• Other social media

• Email Marketing

OWNED MEDIA: SOCIAL MEDIA

Social media provides a great way to engage, inform and keep your business front of

mind for the general public and in the industry.

It is LIVE – and therefore here is where you can post up-to-date, regular content

without the resources being too heavy. People also don’t mind the content being a bit

more ‘real’ – behind the scenes, friendly and personable.

Tips for your social media

• Make sure your content is regular – once people follow you they want to see

you’re active – 3 times per week

• Actively follow, like and connect with others to grow your audience

• Share and retweet content from industry bodies, other news sites, educational

sites to create a wider audience reach

• Be responsive – engage in conversations with your customers and audience

• Add pictures, photos, website links and words to your posts

• Be consistent – name your page similar to your website, add your logo to your

profile picture, and make your timeline image/message similar to your website

SOCIAL MEDIA

Content sources and ideas

• Industry news – share directly from the website onto your social media page

• If you update anything on your website – share on your social pages

• Share your EDM link

• General news announcements such as anything happening in your store

• Pictures of your products, shop or clinic – a ‘behind the scenes’ look

• Your articles or blogs

• Questions – ask some questions of your audience to conduct a customer survey

• Always share when you attend events – events and # hash tags are a great way to connect when attending events

• Research – any research that you write or is interesting from educational institutions

PLANNED COMMUNICATIONS

Paid Media

• Advertising

• Search Marketing

• Events

• Collateral

Next we look at paid media – what is it

and when to use it?

It is certainly a media that can be very

costly, but when used properly and in a

planned strategy can create good return

on investment.

Plan and choose wisely!

PAID MEDIA: ADVERTISING & SEM

Advertising is primarily used to increase awareness of your product or generate new leads into your business.

• TV, radio and print advertising – the key to this type of advertising is repetition – a one off advert never repeated will be very costly to

your business and generally not make an impact. Research the opportunities in your market and the publications and compare their

rates before booking. Ask for a media pack to understand their audience demographics, numbers and reach.

• Digital advertising – banner advertising on websites or paying for advertising in an email newsletter can be effective, cheaper than

traditional methods and also more measureable.

• Search engine marketing – Google Adwords can be done yourself where you pay for key words at the top of search engines – think

about what your customers are searching for re: Massage therapist in Manly. The longer the key phrase the nearer customers generally

are to purchase point.

• Classified advertising or listing your business – A cost effective option for small businesses is a classified advertisement in a

publication or online such as Yell.com.au or even in the back of Nature and Health Magazine

PLANNED COMMUNICATIONS

Earned Media

• Public Relations

• Media Relations

• Word of mouth

• Social mentions

Finally we look at your earned media and

how you can achieve this proactively.

Once you begin to receive earned media

coverage you are really starting to get

some traction with your marketing as

other people are endorsing you.

Because it comes from someone else – it

is more powerful!

EARNED MEDIA - WHAT IS NEWS?

Number one rule - Have a story. A newsworthy story!

Example: You are launching a

new product.

Rather than talk about the

product, talk about the effect of

the product on people.

What is news? Is it new? Is it exclusive?

Is it unusual?

Is it interesting or significant?

Is it about people?

10 IDEAS FOR MEDIA RELEASES

1. Personal profile / Interview – New CEO joins your Association with a high profile

2. New research – Any research that is new and interesting with statistics to back it up

3. Awards – Winners of important award programs and the projects behind the recognition

4. New products/services

5. Events – key speakers or launch of a new event

6. Industry driven – trends pieces

7. Opinion piece – Article driven with a key topic of discussion

8. Human interest piece – Member story about their journey or a case study

9. How to – knowledge and thought leadership

10. Expert roundtable or Q & A – gather a group of experts and develop a key discussion piece

UNDERSTANDING MEDIA: DIGITAL

DIGITAL MEDIA

• Online daily

• Online magazines

• Trade websites

• Consumer websites

• Consumer „What‟s On‟

• Bloggers

Who are they?

Editors

Website Content Managers

Bloggers & Influencers

Event websites

Things to consider

They want pictures & videos

They need content – give it to them!

Still story driven

Bloggers may want product in kind

BEFORE YOU PITCH

Know your story

Develop your press release / phone pitch

Quality image / video / sound byte

Case study / statistics

Spokesperson / quotes

Media list

1

3

2

4

5

6

SUMMARY

Owned Media

Paid Media

Earned Media

Integrated

Communications

The key to using some or all of the media channels

available is to be integrated and consistent to create

powerful marketing that gets results!

1. Choose the media channels that you believe will

be effective for you – utilise a mix of owned,

earned and paid

2. Create a message and stick to it – when talking

about your company, your profile, your products

and services or a campaign - be consistent

3. Integrate – Push your message across all the

media channels that you have chosen regularly

END OF SECTION TWO

LETS’ PUT IT IN PERSPECTIVE

EXAMPLE: AIME

AIME: OWNED, EARNED AND PAID

Owned Websites

Social

DM (database)

Communities

Blogs

Partner Channels

Earned Press release uptake

Press Conferences

General coverage

Opinion pieces

Session information

Sponsor engagement

3rd party endorsement

Partner activity

Hosted buyer/Media

Speakers

Social engagement

Paid Trade media

Social “boosting”

Hosted Media

Partnerships and contra

PR TIPS FOR EVENTS

Sponsor News

Key themes

Exhibitors Speakers

Sessions Stories

1. Make sure PR is considered from the beginning, as part

of the strategy not after the themes, speakers and

sessions have been confirmed.

2. These are not news stories; ‘ticket sales open’, ‘website

live’, ‘early bird special finishing’.

3. Utilise speakers, session, exhibitions, sponsors,

innovations and keynote topics as content for your

stories.

4. Keep some passes free for media to attend as they will

write about the event afterwards.

5. Use all your channels including media, website, social

media, email marketing and partners.

SECTION 3:

LET’S GET SOCIAL

WHAT THE?

In a recent Aberdeen Benchmark Report on

Events, more than 75% of survey respondents

revealed that they either have no social media

strategy in place or a fuzzy one, at best.

THE ZADRO STEPS TO SOCIAL SUCCESS

The 8 steps used by Zadro when designing a social strategy include:

• Set Goals (Objectives)

• Listen & Observe (Competition and Marketplace)

• Join (Channels/audience)

• Create (Content)

• Share (Integration)

• Interact (2 way communications)

• Measure (Analytics)

• Refine (Program Development)

WHICH CHANNEL?

How would you tell your children you‟re moving home?

How would you tell your parents you‟re getting married?

How would you tell your VIP customers you have a new

product?

How would you tell your prospects you exist?

How would you tell your staff you are implementing

change?

TOP 10 WAYS TO USE SOCIAL MEDIA FOR EVENTS

1. When using Facebook tools such as remarketing, targeting or even just boosting/sponsored posts,

chose your settings carefully – no one likes to be spammed!

2. Create ONE short, sharp and consistent hashtag (e.g. #AIMEinspo) and use this across all of your

social channels, collateral to encourage engagement

3. Create a highlight reel and showcase the very best of past events.

4. Go behind the scenes. Time-laps video & speaker images with quote overlays work well

5. Make the most of Facebook’s inbuilt Call-to-Action button

6. Make it personal using photos of attendees – everyone loves a little fame!

7. Video, video, Video! Use rich content to increase engagement – great for testimonials

8. Make it easy for others to share your content. If is engaging, it will be shard.

9. Leverage content and crate a network using your speakers and stakeholders

10. Create an event page(s)

ZADRO EXAMPLES

Hashtag

BTS visual content

BTS visual content

ZADRO EXAMPLES

CTA button

Remarketing e.g.

Video

Sharing insights (e.g.

from Speaker)

IN SUMMARY 1. PR is establishing open and effective two-way relationships

with your public / stakeholders / constituents

2. PR is a mix of tools and not just media relations

3. A PR strategy must have clear and measureable objectives

and begins with creating a consistent and powerful messages

and understanding your audience

4. There are many ways to promote your event. The 3 categories

of channels are owned, earned and paid

5. To earn coverage, make your content newsworthy and

compelling

6. Integrate your campaign across all channels

7. Use engaging social media to to drive behavior

8. Measure, report, measure, refine….measure, report, refine…..

FINALLY, ALWAYS CELEBRATE YOUR SUCCESS!

END OF SECTION THREE!

ANY LAST QUESTIONS?

THANK YOU

02 9212 7867

227 Commonwealth Street

Surry Hills NSW 2010

zadroagency.com.au