Presentation to Ad School

Building a brand through PR

 "There is no such
thing as bad publicity
except your own
obituary."
Brendan Behan

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Who am I?

Claire Salvetti
Group Account Director

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My mission today..

•  A brief glimpse into the world of PR

•  Its evolution

•  Seeing PR in action

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In general..

‘PR is the communication between an

organisation and its public’

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An example..

Sydney Harbour
Business analysts Foreshore Authority

Tourists
Journalists

Tourism bodies
Local businesses Animal activists
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Traditional message seeding..

Organisation PR consultant Journalist

“How can I get

my “How can I
message inform
across in the educate and
most entertain?”
positive way?”

.. As story broker
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But what can PR actually do?

Makes brands current, Creates credibility

Make brands believable
relevant, topical
and desirable
‘PR allows an organisation
Creates conversations to have ongoing dialogue
with the public’
Makes brands part of
Changes behaviors and the water cooler chats
attitudes

Makes brands stand out from

Manages reputations the crowd 8
 What else do we do?

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 How is PR different?

“You see a gorgeous “You’re at a party with “You’re at a party &

girl at a party. a bunch of friends & see a gorgeous girl.
You go up to one of them goes up She walks up to you &
her & say, to a gorgeous girl & says, ‘I hear you’re
‘I’m fantastic in bed’” says, ‘he’s fantastic in fantastic in bed’”
bed’”

That’s Direct Marketing That’s That’s PR!

Advertising 10
Why is PR so effective?
•  Endorsement from third parties – credible and
unbiased

•  Creates ongoing conversations and messaging

•  Audiences can be extremely targeted

•  Acts as an in-filler between the other marketing

disciplines

•  Immersive and experiential

•  Requires smaller budgets

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What can’t PR do?
•  Guarantee messaging

•  Guarantee space

•  Guarantee accuracy

•  Guarantee timing

•  .. Its based on the angles and the relationships

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PR: the important facts
•  We hardly ever just send out a press release

•  We can’t lie for the CEO

•  Not all new products are newsworthy

•  It is about who you know, but its also about

the story angle and the timing

•  We can’t PR a promotion

•  Not all publicity is good publicity (or is it..?)

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 Thank you

For more information:

Claire Salvetti
csalvetti@mangocommunications.com.au
0405 033 837

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