If you want to create a more structured, dependable approach to publicity, then this programme can help. We outline how organisations can create, distribute and measure more effective publicity that embraces today’s online influencers and uses the PESO marketing and publicity model to achieve maximum reach.

How publicity has changed

As mainstream media has shrunk, and both online influencers and social media have grown, so the nature of publicity has changed. We look at those changes and what they mean for organisations wishing to publicise themselves. We look at the remaining relevance of mainstream media and the growing importance of other influencers. We look at what it takes to reach new influencers and get the best from them.

Understanding PESO

PESO (which stands for paid, earned, shared, owned) is a marketing and publicity model that can be used as a powerful publicity planning tool. We look at what PESO is, how it came about, and what it can do for you.

How to reach the media and other influencers

While press releases remain an important publicity tool, they’re not the only way to get your news out. We look at other publicity and marketing tools and how they can work with press releases to create a more powerful campaign, by delivering your story in different and interesting ways. We look at how to use different media for different messages and examine why one tool alone – whichever it is – can all too often be expected to do too much.

Working with stakeholders

Stakeholders are those within your organisation who are invested in the publicity process: they may be business managers, business leaders, product specialists or peer members of the marketing and publicity team. While these people are your ‘internal customers’ it’s your job to help them best understand what you’re doing for them and why – so that you’re working together and not against each other. We outline how this is best achieved and demonstrate how to put in place strategies and processes for setting and meeting expectations.

Setting goals and measuring results

Publicity can have many meaningful goals and yet is notoriously difficult to measure. We look at traditional methods of measuring publicity and outline their flaws; we also look at defining goals which are meaningful to your business and then putting in place processes and using tools to achieve these.

Competitor research

Knowledge is power. Knowing your competitors, including understanding their publicity strengths, is vital for planning and executing effective publicity campaigns. We look at why you should research and track competitors’ publicity, what you are looking for and how to try to work out the rationale behind their strategies. We look at setting up automated processes to keep tabs of their activities online.

Distribution and influencer marketing

There are a lot of ways to distribute your news stories – yet organisations overlook (or aren’t aware of) many of these. We look at ways to significantly expand your news story distribution, discovering overlooked communities, seeking and reaching the most important influencers and understanding which channels can work better for you.

Managing contacts and building relationships

We look at how to take your publicity beyond blind distribution, towards building more effective media and influencer relationships. We look at the mechanics of managing contacts, how to segregate distribution lists, how to target content and how to build more effective media and influencer relationships.

Tools for better publicity

Many tools exist to not only make publicity more effective, but also to make life easier for the publicist. We look at some of these tools, to provide a better understanding of what is available and possible. These include tools for distribution, writing and measurement.

How this programme works

This programme is delivered by highly experienced marketing and publicity professionals, who are able to teach these topics in the context of a customer’s own business, using real examples rather than just solving theoretical problems. It can also form the basis for a consultancy session, where teaching leads into planning a publicity strategy for the customer.