The power of public
relations
Elisabeth Lewis-Jones
CEO, Liquid
“A good reputation is more valuable
than money”
“The reputation of a thousand years
may be determined by the conduct of
one hour.”
“Authenticy is the benchmark against
which all brands are now judged”
John Grant, The Green Marketing Manifesto
• Look in a different
mirror
• Walk the talk
• Work inside out
• Find real stories and
real words
• Trust in transparency
• Unleash the CEO/MD
• Empower your people
• Engage friends and
foes
• Be humble
“The way to gain a good reputation is to
endeavour to be what you desire to appear”
Socrates
The audit:
Step 1: Immersion
Consume it
Experience it
Investigate it
Step 2:
Deconstruction
Understanding
Step 3: Competitive
analysis
Result: Understanding for
true brand enhancement
Planning
• Where strategy becomes reality through the
right selection of PR tools and tactics.
• Where activity reinforces messages, corporate
identity and company culture.
• Frank Luntz “It’s not what you say, it’s what
people hear.”
• Words are our currency as PR practitioners.
http://www.youtube.com/watch?v=316AzLYfA
zw&list=PLVvx5qNt8mOc0gdWcHFRgz2vBjpYJZ-2
Remember…..
• A single press release is going to have little
impact.
• Activity needs to reflect brand, create
standout.
• Be bold and brave. Be controversial.
• Activity needs to be ongoing to remain front
of mind.
• Set a budget. Be realistic.
On-going measurement
• Measure outcomes
rather than outputs.
• Monitor business
results.
• Research and
benchmark.
“You can’t build a reputation on what
you are going to do” Henry Ford
Elisabeth Lewis-Jones
www.weareliquid.com