Taking the Lead in Your Industry

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About Albers Communications Group

• Full-service PR, digital marketing and communications agency

• Specialize in integrated strategies• Represent clients in all 50 states and Canada• Create national and local market exposure

Today’s Presenter

• Dani Hatfield, Public Relations Specialist• Dani@AlbersCommunications.com • @DaniHatfield

Today’s Topics

• Importance of industry leadership• Building your PR plan around leadership• Strategies and examples• Responsible leadership• Questions and discussion

Importance of Industry Leadership

Loyalty

Action

Consideration

Awareness

Importance of Industry Leadership

• Raises awareness of your business among clients, prospective clients and referral sources

• Puts you into the consideration process for your target audience

• Leads to greater knowledge of who you are, which inspires your target audience to take action

• Inspires brand loyalty and pride among your clients

Building your PR Plan Around Leadership

• Having a plan can help you shape public perception• How they think about you• How they feel about you• How they act about you

Building Your PR Plan Around Leadership

• Media outreach• Speakers bureau• Industry recognition• Digital channels• Publishing

Media Outreach

• Share your expertise through earned media

Media Outreach

• Use spot news appropriately

Speakers Bureau

• Increase awareness through speaking engagements

• Speak on topics on which you are an expert• Target your speaking engagements accordingly

Industry Recognition

• Increase credibility through award recognition

• Cross-promote your accomplishments through earned media

Digital Channels

• Use owned and shared media to tout your accomplishments• Talk about your awards and achievements• Share offline news stories in the online space• Promote speaking engagements on your social platforms

(and share photos afterward)• Consider a series of video blogs• Use day-to-day content to reinforce your expertise

Publishing

• Books• Whitepapers• Email marketing

Responsible Leadership

• Create a meaningful relationship• Be honest and transparent• Encourage others to share your story

Being a Leader Helps in Times of Crisis

• Established relationships• Established credibility• Established, respected brand

Albers Webinar Series

Your Job and Your Online Image: It’s Complicatedwith Alison Paladino

May 21, 2014 @ 10 a.m.

Register at www.alberscommunications.com/learningopportunities

Questions and Discussion

Taking the Lead in Your Industry