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need a way to manage brand image and improve public perception our presentation provides a comprehensive Suite of public relations strategies to craft the best approach that elevates any businesses PR effort it includes PR maturity index brand message and voice mapping PR content map media channels PR campaign timeline brand sentiment analysis and many more all of which you can download and customize to your needs let's take a look at how these tools work and how to customize them to achieve the bigger business goals to start use PR maturity index to plot your Brand's strengths and weaknesses slide shows a customizable radio chart that will change based on your scoring in this example the score is based on these common factors media awareness brand positioning internal support expertise process and media relationships you can edit these factors or ADD and delete more based on what matters the most to your organization on the right plot the scores and their average on a scale of one to five a brand voice scale weighs and balances the important aspects of your Brand's tone Jack tips together will determine how the public perceives the brand for example there's a scale which contrasts humorous and serious tones you can move the point of each scale to The Sweet Spot for your brand alternatively use a message mapping graph to contextualize your Brand's message this map assesses the messaging's resonance and Effectiveness and the bubble sizes represent the credibility of each message ideally of course your Brand's message should be both effective and resonant the best messages appear in the top right quadrant as industry Trends and consumer demands evolve over time remember to update the map to reflect the most timely messaging mix nowadays content is King even Legacy Brands need to have a robust content strategy to stay relevant and afloat the pr content map is an easy way to see how to make content work for you and what different types of content achieve some activations are needed to increase initial brand awareness some Drive sales some appeal to rationality While others appeal to emotion for example a celebrity endorsement is likely to appeal to Consumer emotion and Inspire purchase intent Trend reports appeal to the more rational side and are more effective at educating potential customers and creating brand awareness remember if you like the tools in this presentation you can download and customize them for your needs right now an effective PR strategy makes the most out of a three-pronged approach of media channels earned media refers to Brand awareness generated through organic means such as online reviews and social media mentions words good PR that is earned channels that are managed by the by the brand such as a company website and social media profiles paid media refers to external marketing efforts paid for by the company such as influencer marketing and online ads the intersection of all three on this Venn diagram would be the sweet spot to aim for use the slide to indicate the return on investment for each media channel this helps to see which channels to double down on and which ones to de-prioritize if they are consistently ineffective use a campaign timeline to align PR and marketing efforts before during and after the launch of a major campaign PR and marketing units often work hand in hand so it's helpful to have a blueprint that gets everyone on the same page and working toward the same goal this current example is based on months but if a campaign is more of the moment or urgent you can customize the Cadence to weeks or even days add any key task deadlines or Milestones to look out for throughout this timeline words and information now travel faster than ever even if there's no PR fire to put out it's critical to consistently be on the lookout for changes in public sentiments to measure how intended or unintended PR efforts affect your company use sentiment analysis here responses collected from the public not only tell the what but also the why specifically why consumers feel the way they do from there come up with tactics to answer how you can tackle these sentiments if there is indeed a major PR crisis monitor the public sentiment over time if the crisis has been skillfully handled the percentage of negative sentiments should go down over time create and execute a coherent well-rounded PR strategy with this presentation which you can now download and customize for your needs after that go check out our marketing plan video for more resources on how to improve conversions thank you so much for watching foreign