Karl James & Company Principal Owner Karl Robe, APR, offered insights on branding, public relations and more during a recent webinar (below). Cultivate by Standard Process hosted the webinar for chiropractors.
[Note: A slight delay occurs prior to the moderator starting the webinar.]
Some basic webinar takeaways are broken out into segments below. The conversation focuses on how to build credibility for individual chiropractic practices. But the approaches and insights can be applied to other businesses and organizations too. Karl James & Company is a full-service marketing communications firm serving clients national and international clients in a wide array of industries.
Public Relations Preparation
Understanding PR vs. Advertising
If you don’t tell your story, no one else will
Know the desired outcome for PR engagements
Develop messaging prior to PR action
Practice. Practice. Practice.
Public Relations Opportunities
Media thought leadership
Speaking engagements
Exclusive events
Memberships
Public Relations Tools
Develop your brand story
Schedule regular news releases
Develop a media/speaker ‘source file’
Use national observations to garner attention
Pitch your expertise to media with a ‘hook’
Engage college/university student interns
Use PR wins elsewhere, including social media
A Few Basic Brand Reminders
Your brand is …
A commitment to provide a specific experience to all constituents
Simplifies the purchasing process
Removes risk from complex buying
As you think about your brand, several questions to ask yourself …
Who are you?
What is important to you?
What does your company stand for?
What is important to your customers?
What distinguishes you from competitors?
Do your actions align with the words?
Where and what do you want to be in five years?
