Peter Timberlake

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Peter Timberlake Head of Public Relations Friends
Provident
21 October 2008
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Low cost lead generation through effective public
relations

• What is PR
• Does it work?
• How to get started
• Hints and tips

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What is PR

• PR is all about reputation
• Advertising vs PR
• Cost

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Does PR work?

• Does it work?
• How does it work
• Making it work
• Simple measurement

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How to get started

• Choose your target media
• First contact
• Join the circuit

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Hints Tips

• BEFORE
• Areas of expertise
• Key messages
• Facts Figures
• Photographs
• Availability

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Availability

• The problem journalists have is actually
  finding practising IFAs to comment on issues -
  which is why we often return to the same ones
  over and over again. The number of times I have
  gone through that Blue book trying to find
  someone to comment, and either get voicemail
  (never responded to) or a secretary tells me "his
  diary's full and he can't talk to you till
  Wednesday" when you need a two-second soundbite
  NOW, is unreal! Unless you're being asked to
  contribute one of those "wealth workout" features
  (revamping someone's finances), which obviously
  takes a lot of time, I would suggest that more
  IFAs make themselves available and if they're
  busy make their availability dependent on the
  interview/comment taking no more that five
  minutes. Most IFAs should be able to manage that
  - and most times that's all a journalist is
  looking for. Don't be scared!
• Annie Shaw freelance journalist

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Hints Tips

• DURING
• On or off the record?
• Candour
• Avoid speculation
• Never say never
• Emphasise messages
• Avoid jargon
• Eye contact
• Confidential information is confidential
• Swift response

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Hints Tips

• AFTER
• Make notes
• Follow up
• Confirm facts
• Use coverage to your advantage
• Be available for next time

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Questions