Public Relations
Lesson 20 from: Brand Marketing Bootcamp: Build An Actionable Marketing PlanScott Lancaster
Public Relations
Lesson 20 from: Brand Marketing Bootcamp: Build An Actionable Marketing PlanScott Lancaster
Lesson Info
20. Public Relations
Lessons
The definition of strategy
03:39 2The 4 stages of marketing
03:16 3The difference between strategy & tactics
03:46 4The 6 laws of marketing
09:56 5Understanding Creative & Distribution
02:16 6The 4 marketing P’s and how to use them
05:08 7SWOT Matrix and how to use it
02:28 8Porter's Five Forces
04:4360/40 Law of marketing
04:04 10The marketing funnel
06:27 11Analyzing your competitors
07:14 12Deciding your target audience
06:59 13Creating your marketing objectives
11:42 14Pricing your products perfectly
08:16 15Watch this before arranging your marketing strategy
02:21 16Awareness, finalizing your awareness tactics
03:52 17Partnerships and affiliates (free tactic)
09:40 18Blog writing & SEO
07:26 19Podcasting
07:10 20Public Relations
05:58 21Giveaways
07:18 22Word of mouth
06:21 23Valuable courses
08:09 24Social media overview
05:28 25YouTube
09:36 26TikTok
03:58 27Twitter / X
04:48 30How to create better content in half the time
07:54 33Why start-ups should never use paid advertising for awareness
06:21 34Education & Consideration
01:33 35Workshops & Webinars
08:39 36Social Proof
06:55 37Effective Email Marketing
05:34 38Utilizing FAQ Sections
05:31 39Portfolio & case studies
07:39 40Leveraging product comparisons
03:26 41Tips to increase desirability
07:22 42Harnessing the power of Google reviews
05:20 43Sales & Conversion
02:28 44Psychological tricks to convert customers to buying
08:25 45Building a list of customers ready to buy
08:46 46Irresistible Offer
08:31 47Persuasive Sales Page
07:35 48Promotions & Free shipping
04:24 49Improving conversion rate (PIPE FRAMEWORK)
06:39 50Customer Retention
03:43 51Expanding your product range
07:18 52Asking for feedback & refining your product
03:37 53Loyalty programs and the subscription model
06:43 54Gifts & Surprises
05:02 55Finalizing your marketing strategy
07:40Lesson Info
Public Relations
So how can public relations help you to get more awareness for your brand and how can you get started? Well, the secret to public relations is essentially to craft a compelling story. When someone publishes something, whether it's a magazine or a newspaper or even an online article, it has one single purpose in mind. Well, maybe two, the first is to grab someone's attention and get them to read and spend time actually assuming the content. And secondly, it's to actually get across the information in a way that is easy to digest and that is structured to ultimately be compelling and to get people to come back again and again. Now, in regards to crafting this compelling story, you've already arranged your target audience and customer persona slide within your brand guidelines. Hopefully by now, anyway, so you should have an idea as to what types of stories would appeal to that particular target audience or person. So once you actually understand what types of stories will appeal to that ...
particular type of person, then you can start to reach out to certain publications and magazines, newspapers, online websites that you can ask to publish the story or, you know, discuss some sort of agreement to actually get the story out there into the world. Now, one thing to keep in mind is that you need to try and make it as easy as possible for the person who's publishing because they are already super busy. They've got a ton of things that they want to do and you need to, ultimately not just in pr but also in any aspect of business, you need to make sure that both sides are incentivized. So you're not just thinking about yourself, you're thinking about what's in it for them. So in essence, if you can craft a really compelling story, which they are interested in, that can ultimately make their life easier because it's really simple for them to just publish and, you know, maybe refine a little bit, they are going to be more likely to actually publish the article or the story about you and you're ultimately going to get what you want and they ultimately get what they want. Now, one thing that a lot of people don't talk about when it comes to pr especially those who haven't really had enough experience in regard to the realms of pr is pr is very much a relationships based game unless you're actually paying for the article, which is not really a great option, I think for start ups and founders, the reality is that it is a relationships based practice. You need to build relationships with the people who are tasked with and responsible for publishing these types of stories. And if you can do that, then you can have this kind of really mutually beneficial relationship where you provide the stories every now and again, that benefits you, but also makes their life easier because they know that you're always going to provide quality stories to them that will actually intrigue their readers or viewers. Or on the other hand, you can just do what Musk does and just send a car in the space, which also works. I guess now, obviously not everyone has the money or the mindset to launch a car into space. I think that in regards to getting attention, I think it was really effective because every single news outlet covered that particular moment in time. It was something that was extremely beneficial for both brands, both SpaceX and Tesla, the two brands that kind of came together to make it happen obviously, and when you start thinking outside the box doesn't have to be expensive, but you need to do something to stand out whether it be something personally or something for your actual brand, something that's legal, but something that stands out. Another great example is airbnb who hosted a worldwide sleepover where basically they had tons of people from different ethnic backgrounds and places to all sleep over in, you know, the same, the same historical building, which was huge because it was interesting. It was new, it was fresh and it was something that, you know, it was, it was an interesting story to read. So in conclusion, in regards to pr make sure you do something within your brand, if you really want to get the attention of publications, papers, news articles, all that stuff, you need to make sure that you are doing something that can capture people's attention, make sure it's on brand, make sure that you're not doing anything illegal, ok. And also try to build relationships with the people who you're actually looking to have published your story and get the word out there. Because the reason being is it's a long term game. You need to make sure that you are invested in those relationships blossoming to really get your message across and get you in front of as many people as possible. Now, in regards to scoring, I've scored this as a 10 because it's essentially free. You just have to build relationships and reach out to people. Although you can also appear to have publications and magazines and websites to actually publish your story. But that's a whole different situation. I've also set it as zero for time and energy to set up because the amount of time it takes to actually reach out to people and manage those relationships and do things. It's a lot of time and energy, but ultimately, it can pay off in the long run. So in regards to energy to maintain I score. This is a one because it does take quite a lot of time and energy to actually maintain all of those relationships and also to continuously be thinking of new stories and new angles and ways to get exposure. And in regards to like the Roy, it's kind of out of your hands. So I've scored as a two. It is very difficult to not only get a promised outcome in regards to someone actually publishing something, but it's also extremely difficult to have any idea, any measurement as to how impactful it actually was. So for that reason, I've scored lightly to, because it's very, very difficult to kind of judge on those two points that I've just mentioned. But anyway, public relations can be a great tool if you get it right. If you maybe have experience in that or maybe you've done a little bit of reading and you are interested in using it as one of your tactics, then feel free. But I just want to give you my honest opinion. But anyway, I will see you in the next lesson.
Class Materials
Bonus Materials