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Page 1: PR to PRofits

From PR to PRofitsIncreasing Your BNI

Bottom Line

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What do BNI & PR have in Common?

Word of Mouth!

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What is PR?

A formalized extension of

Word-of-mouth (WOM)

PR takes the positive elements of Word-of-mouth and

AMPLIFIES the message!

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What are PR Chicks?

well-trained

well-connected

extremely smart PR professionals

not all are female

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Why is Leveraging WOM Important?

Word-of-mouth behavior among "familiars" trumps all forms of advertising and is more trusted than news or "expert commentary."

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Why is Leveraging WOM Important?

Positive word-of-mouth from a personal acquaintance carries just as much impact as negative word-of-mouth. 

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To what degree would your decision to purchase a product or service be influenced by:

Response Mean Index*

Positive word of mouth from someone you knew personally 7.7 134

Negative word of mouth from someone you knew personally 7 121

A negative news story on TV or radio or in a newspaper or magazine 5.7 99

A TV or radio commercial 4.7 82

An advertisement in a newspaper or magazine 4.6 80

*100 represents the average score

*Taken from the 2005 Intelliseek Consumer Generated Media (CGM) and Engagement Study

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What can PR do for your BNI Region?

Build the BNI brand in your areaGet more visitors to existing chaptersGrow into new communitiesStart more new chaptersIncrease members in existing chaptersCreate and develop a positive image for chapter members to utilizeIncrease your social capital (Media Bank Account)Help the media see you as a WOMM/Networking expert

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Media Bank Account

Good PR practitioners build Social Capital or "bank accounts" with the media to ensure that they'll have access to the right reporters at the right time.

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The Benefits of PRPlace Story or Get Quoted

in an article about WOMM and Networking—

highlights BNI.

Builds credibility & reputation of BNI. ED seen as knowledgeable in

industry.

Potential member calls for more info or has familiarity when invited to a BNI mtg.

Visits Chapter Meeting Article strengthens im-age of BNI as Interna-tional organization–increases credibility.

More Members Join! Build Region and

Reach Goals.

Promote accom-plishments. ED be-comes media ‘go-to’ person for WOMM.

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"Best Practices"

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Northwest Examples

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Indiana ExamplePress Release

For Immediate Release: For more information: June 29, 2005 Jill Bode, 317-736-6885 or

[email protected]

Hazel Walker named to MDFF Board 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.

MDFF, founded in 1958, serves children, adults and families facing any of over 40 neuromuscular diseases. For more information, visit their website at www.mdff.org

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Canada Examples

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UK Examples

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New Zealand ExamplesRaising Profile of BNI through structured &

professional PR/Marketing Campaign

Issued 10 Newsletters in 2005Press Releases for new chapter launchesEntered & Won Vero in Business Excellence AwardsFormed Alliance with Enterprise Organizations Joining NZ Franchise Association Participated in Major Trade Show

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Hiring a PR Professional

vs.

Do-It-Yourself

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Hiring a Professional Pros & Cons

A professional who does this every day with existing relationships with the media.You are the expert in WOMM/Networking.It saves you time.Better quality image/product because that's what they do every day.They can help keep you on task and provide consistency.Help prep you for interviews & eliminate misquoting.Bragging rights. "I have a PR Chick, don't you?"

It costs money! You still have to provide information and resources to the PR professional so they can do their job. You may not find the right PR professional on the first try.You may not agree on the PR goals. Your region may be too small or spread out for PR to reach critical mass. Every region is different and needs to be evaluated accordingly.

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Do-It-Yourself Pros & Cons

You know more than anyone else about your region.You have ultimate control.You can develop personal relationships with media. You would not be paying outside person.You may be able to pay more attention to specific outcomes, through use of BNInet.You can better leverage existing member relationships with the media.You can have chapters do their own PR.

It can be very time consuming.It is easy to "back burner" PR. It may take some time to build those muscles and your media "bank account." Your members may feel like they have carte blanche to do say what they want to the media.You can have chapters do their own PR--badly!

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Looking for PR Opportunities in all the

right places…

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Leveraging Existing Relationships

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Press Release Ideasregional events

high dollar referrals

directors/members who win awards

director speaking engagements

member extravaganza winners

regional milestone (1000 members, 50 chapters, etc.)

new directors, new leadership teams

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Speaking Opportunities

Chamber of Commerce

American Business Woman's Assn..

Local professional & business groups

Colleges and universities

Rotary, Kiwanis, Sertoma, etc.

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Awards

Director/Member Awards

Chapter Awards

Regional Awards

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Testimonials

Can be used to recruit new members

Can be used as anecdotal evidence during interviews

Can be used to generate media coverage

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Article/Column Ideas

How word of mouth marketing sustains business during economic downturns

Chapter/Region generates $XXX million for local economy (economic impact)

Maximizing Your Marketing Dollars

Referrals mean better business

Shortening your sales cycle

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Newsletters

Your own regional newsletter

Chambers of Commerce

Member companies

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Books

Masters of Networking

Masters of Success

Masters of Sales

It's in the Cards!

Your next book _______________

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Building Your Media “Bank Account”

Offer yourself or members as experts for reporters to interview

Follow through on promises

Invite media to special events

Send thank you notes

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From PR to PRofitsIncreasing Your BNI

Bottom Line