VOLLMER CEO and founder Helen Vollmer was a presenter at the Bulldog Reporter PR Summit in New York City on October 2, 2008. The following are tips she and fellow panelists-- Barri Rafferty from Ketchum and Andrea Coville from Brodeur Partners - distributed to and discussed with the audience. A handy list for any PR professional to keep near by:
1. THINK LIKE A MARKETER, NOT A PR PERSON.
* What do I want?
* Who can give it to me?
* Why should they?
2. BE A TRENDSPOTTER.
* Research what the public is talking about, doing, engaged in
* Ask what will they be doing next based on this?
* Add twists to leverage popular culture, economic interests and globalization
3. KNOW YOUR CLIENT'S RESOURCES AND BUILD UPON THEM.
* Do they have data to leverage?
* Do they have a volunteer base?
* How are they willing to spend financial resources?
4. SOMETIMES WHAT'S OLD IS NEW AGAIN.
* Engage the audience personally
* Get touchy/ feely with stunts, trials, grassroots events, causes
5. USE NEW MEDIA, BUT DON'T FORGET TRADITIONAL.
* Google, Facebook, YouTube, twitter, etc.
* The strength of SEO
* Broadcast and print still work - bureaus, wires and freelancers even more important
6. KEEP IT SIMPLE.
* Evaluate all the tools in your tool kit, but don't use them all
* Try to not add to the clutter out there-peoples' brains can't hold it all
7. DESIGN A PROGRAM THAT CAN BE BUILT UPON LONG TERM.
* Build a core
* Add extensions to it to keep audiences engaged over an extended period
8. "YOU CAN'T BORE PEOPLE INTO BUYING YOUR PRODUCT"
* David Ogilvy got it right.
* No matter the industry, you must make the campaign compelling, entertaining and distinct
9. CREATE PARTNERSHIPS TO BUILD CREDIBILTY AND SAVE COSTS.
* Your client doesn't have to be front and center each step of campaign
10. WORK AS A COLLECTIVE TEAM WITH THE CLIENT'S OTHER MARKETING ENTITIES
* Advertising, sales, promotions, media and beyond
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