PR to PRofits

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2005 BNI International Conference Key Note Presentation by PR Chicks Mavis Lamb & Jill Bode

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<ul><li> 1. From PR to PRofits Increasing Your BNIBottom Line</li></ul> <p> 2. What do BNI &amp; PR have in Common? </p> <ul><li>Word of Mouth! </li></ul> <p> 3. What is PR?</p> <ul><li>A formalized extension of</li></ul> <ul><li>Word-of-mouth (WOM) </li></ul> <ul><li>PR takes the positive elements ofWord-of-mouth andAMPLIFIES the message! </li></ul> <p> 4. What are PR Chicks? </p> <ul><li>well-trained </li></ul> <ul><li>well-connected </li></ul> <ul><li>extremely smart PR professionals </li></ul> <ul><li>not all are female </li></ul> <p> 5. Why is Leveraging WOM Important? </p> <ul><li>Word-of-mouth behavior among "familiars"trumpsall forms of advertising and is more trusted than news or "expert commentary." </li></ul> <p> 6. Why is Leveraging WOM Important? </p> <ul><li>Positive word-of-mouth from a personal acquaintance carries just as much impact as negative word-of-mouth. </li></ul> <p> 7. *Taken from the 2005 Intelliseek Consumer Generated Media (CGM) and Engagement Study *100 represents the average score 80 4.6 An advertisement in a newspaper or magazine 82 4.7 A TV or radio commercial 99 5.7 A negative news story on TV or radio or in a newspaper or magazine 121 7 Negative word of mouth from someone you knew personally 134 7.7 Positive word of mouth from someone you knew personally Index* Mean Response To what degree would your decision to purchase a product or service be influenced by: 8. What can PR do for your BNI Region? </p> <ul><li>Build the BNI brand in your area </li></ul> <ul><li>Get more visitors to existing chapters </li></ul> <ul><li>Grow into new communities </li></ul> <ul><li>Start more new chapters </li></ul> <ul><li>Increase members in existing chapters </li></ul> <ul><li>Create and develop a positive image for chapter members to utilize </li></ul> <ul><li>Increase your social capital (Media Bank Account) </li></ul> <ul><li>Help the media see you as a WOMM/Networking expert </li></ul> <p> 9. Media Bank Account </p> <ul><li>Good PR practitioners build Social Capital or "bank accounts" with the media to ensure that they'll have access to therightreporters at therighttime. </li></ul> <p> 10. The Benefits of PR 11. "Best Practices" 12. Northwest Examples 13. 14. Indiana Example </p> <ul><li>Press Release </li></ul> <ul><li>For Immediate Release:For more information:</li></ul> <ul><li>June 29, 2005 Jill Bode, 317-736-6885 or </li></ul> <ul><li>[email_address] </li></ul> <ul><li>Hazel Walker named to MDFF Board</li></ul> <ul><li>Hazel Walker has been named to the board of directors for the Muscular Dystrophy Family Foundation headquartered in Indianapolis.Walker is Executive Director of Business Network International Central Indiana and owner of Crystal Synergies, a training company focusing on networking and word of mouth marketing. </li></ul> <ul><li>MDFF, founded in 1958, serves children, adults and families facing any of over 40 neuromuscular diseases. For more information, visit their website atwww.mdff.org </li></ul> <ul><li>### </li></ul> <p> 15. Canada Examples 16. 17. UK Examples 18. 19. New Zealand Examples </p> <ul><li>Raising Profile of BNI through structured &amp; professional PR/Marketing Campaign </li></ul> <ul><li>Issued 10 Newsletters in 2005 </li></ul> <ul><li>Press Releases for new chapter launches </li></ul> <ul><li>Entered &amp; Won Vero in Business Excellence Awards </li></ul> <ul><li>Formed Alliance with Enterprise Organizations</li></ul> <ul><li>Joining NZ Franchise Association</li></ul> <ul><li>Participated in Major Trade Show </li></ul> <p> 20. Hiring a PR Professionalvs. Do-It-Yourself 21. Hiring a Professional Pros&amp;Cons </p> <ul><li>Aprofessional who does this every day with existing relationships with the media. </li></ul> <ul><li>You are the expert in WOMM/Networking. </li></ul> <ul><li>It saves you time. </li></ul> <ul><li>Better quality image/product because that's what they do every day. </li></ul> <ul><li>They can help keep you on task and provide consistency. </li></ul> <ul><li>Help prep you for interviews &amp; eliminate misquoting. </li></ul> <ul><li>Bragging rights. "I have a PR Chick, don't you?" </li></ul> <ul><li>It costs money!</li></ul> <ul><li>You still have to provide information and resources to the PR professional so they can do their job.</li></ul> <ul><li>You may not find the right PR professional on the first try. </li></ul> <ul><li>You may not agree on the PR goals.</li></ul> <ul><li>Your region may be too small or spread out for PR to reach critical mass.</li></ul> <ul><li>Every region is different and needs to be evaluated accordingly.</li></ul> <p> 22. Do-It-YourselfPros&amp;Cons </p> <ul><li>You know more than anyone else about your region. </li></ul> <ul><li>You have ultimate control. </li></ul> <ul><li>You can develop personal relationships with media.</li></ul> <ul><li>You would not be paying outside person. </li></ul> <ul><li>You may be able to pay more attention to specific outcomes, through use of BNInet. </li></ul> <ul><li>You can better leverage existing member relationships with the media. </li></ul> <ul><li>You can have chapters do their own PR.</li></ul> <ul><li>It can be very time consuming. </li></ul> <ul><li>It is easy to "back burner" PR.</li></ul> <ul><li>It may take some time to build those muscles and your media "bank account."</li></ul> <ul><li>Your members may feel like they have carte blanche to do say what they want to the media. </li></ul> <ul><li>You can have chapters do their own PR-- badly! </li></ul> <p> 23. Looking for PR Opportunities in all the right places 24. Leveraging Existing Relationships 25. Press Release Ideas </p> <ul><li>regional events </li></ul> <ul><li>high dollar referrals </li></ul> <ul><li>directors/members who win awards </li></ul> <ul><li>director speaking engagements </li></ul> <ul><li>member extravaganza winners </li></ul> <ul><li>regional milestone(1000 members, 50 chapters, etc.) </li></ul> <ul><li>new directors, new leadership teams </li></ul> <p> 26. Speaking Opportunities </p> <ul><li>Chamber of Commerce </li></ul> <ul><li>American Business Woman's Assn.. </li></ul> <ul><li>Local professional &amp; business groups </li></ul> <ul><li>Colleges and universities </li></ul> <ul><li>Rotary, Kiwanis, Sertoma, etc. </li></ul> <p> 27. Awards </p> <ul><li>Director/Member Awards </li></ul> <ul><li>Chapter Awards </li></ul> <ul><li>Regional Awards </li></ul> <p> 28. Testimonials </p> <ul><li>Can be used to recruit new members </li></ul> <ul><li>Can be used as anecdotal evidence during interviews </li></ul> <ul><li>Can be used to generate media coverage </li></ul> <p> 29. Article/Column Ideas </p> <ul><li>How word of mouth marketing sustains business during economic downturns </li></ul> <ul><li>Chapter/Region generates $XXX million for local economy (economic impact) </li></ul> <ul><li>Maximizing Your Marketing Dollars </li></ul> <ul><li>Referrals mean better business </li></ul> <ul><li>Shortening your sales cycle </li></ul> <p> 30. Newsletters </p> <ul><li>Your own regional newsletter </li></ul> <ul><li>Chambers of Commerce </li></ul> <ul><li>Member companies </li></ul> <p> 31. Books </p> <ul><li>Masters of Networking </li></ul> <ul><li>Masters of Success </li></ul> <ul><li>Masters of Sales </li></ul> <ul><li>It's in the Cards! </li></ul> <ul><li>Your next book _______________ </li></ul> <p> 32. Building Your Media Bank Account </p> <ul><li>Offer yourself or members as experts for reporters to interview </li></ul> <ul><li>Follow through on promises </li></ul> <ul><li>Invite media to special events </li></ul> <ul><li>Send thank you notes </li></ul> <p> 33. From PR to PRofits Increasing Your BNIBottom Line</p>