Swot Analysis and Strategic Planning

A SWOT analysis is one of many valuable business tools that public relations and marketing professionals can use as part of determining brand messaging. SWOT takes a look at a company’s Strengths, Weaknesses, Opportunities and Threats, which can be used to help define the company’s target consumers, unique selling proposition, key messages and relevant news angles.

STRENGTHS
Strengths are used to identify a company’s competitive edge over its competition. What sets the company apart from another? What are the elements that add value to the product or service?

• Sample strengths could include:
• Strong brand name recognition
• Innovative product or service
• Unique health benefits
• Cost advantages

WEAKNESSES
A weakness is defined as anything that is or can be harmful to the business. In some cases, a weakness can also be the flipside of a strength. Established companies should consider customer feedback, competitors’ remarks, or any negative press coverage. Sample weaknesses could include:

• Lack of product or service availability
• No advertising
• Lack of understanding benefits
• Poor reputation
• Price

OPPORTUNITIES
Opportunities are external factors that can influence or impact a business for profit or growth. Sample opportunities to consider:

• New technology that may affect production
• Growing trend
• Consumer education
• Co-branding or integrated marketing

THREATS
A threat is an external factor that may arise and prove harmful to the company. Sample threats might include:

• New competitors
• Shift in consumer trends
• Current competitors retail strength
• Crowded market space

SAMPLE SWOT

Let’s take a fictitious company, Votre Vie Water, a zero-calorie, antioxidant, calcium, vitamin and electrolyte enhanced bottle of flavored and non-flavored water with limited distribution in the US. A portion of proceeds benefit the Clean Water Association and Recycle This! (both fictitious charities).

STRENGTHS

• Innovation
• Health benefits
• Attractive / unique packaging
• Superior performance
• Two corporate social responsibility (CSR) components
• Middle price point
• Easy to carry

WEAKNESSES

• Lack of distribution
• Crowded market place with other enhanced waters
• No advertising budget
• Lack of awareness
• Pronunciation
  

OPPORTUNITIES

• Own the enhanced water category
• Celebrity endorsements
• New placement in grocery stores
• Communicate CSR messages
• Partnerships (Spas, Gyms)

THREATS

• Big brand competitors with bigger budgets
• Competitors with larger distribution

Now that we’ve outlined the SWOT, we can begin to define the target consumer. We can assume the consumer is active, healthy and fitness inclined, and may be image conscious, hip and trendy. The unique selling propositions include hydration, anti-aging antioxidants, zero calories, bottle portability and environmental sensitivity.

Key messages might be:

• Votre Vie Water offers an innovative line of enhanced waters that provide essential vitamins and nutrients that a healthy body needs.

• One bottle of Votre Vie Water provides the daily recommended amount of vitamins and calcium. Drink your daily dose!

• Votre Vie Water is partnering with Recycle This!, a nonprofit organization dedicated to encouraging people to recycle.

• Though our partnership with Recycle This! we hope to promote a program in which Votre Vie fans will collect and mail in their used bottles that will then be turned into a useful product.

Now that we have our key messages in place, we can begin to formulate our pitches and news angles. For Votre Vie, we might consider:

• You Are What You Drink – A comparison of bottle waters and other enhanced drinks
• New Innovations in the Beverage Aisle
• Thirst Quenching Post-Workout

Understanding how SWOT analysis works can help a company with many steps of its strategic planning process. Since this is a subjective tool, this shouldn’t be used as the only method, but can act as a jumping off point to help you start thinking about your company’s brand messaging.

Media Training and Tips for Interviews

Last week I wrote about the power of words in print ("How to Write a Press Release"). This week I want to talk about the importance of words in interviews. There are some people who are naturally gifted at speaking in front of an audience or a camera. And for others, the thought makes them ill. Whether it’s nerves or fear of saying the wrong thing that gets the best of you, media training is an effective tool that will prepare you for feeling comfortable in interviews, and, more importantly, delivering key messages.

The benefit of media training is to teach you/the interviewee how to control the interview, the message and the results. The media want a good story, not just information. Here are some tips on how to deliver a great interview and get the results you want.

MEDIA TRAINING AND TIPS FOR INTERVIEWING

1. Developing Your Key Messages
2. Preparing For Your Interview
3. Delivering Your Messages
4. On Camera Tips
5. Things Not To Do In An Interview
6. Appearance for TV

1. Developing Key Messages
When developing your key messages for an interview, think about what differentiates your company, product or service from its competitors. What are the benefits? Are there any statistics or interesting facts that you can share?

2. Preparing For Your Interview
Before your interview, make sure you have done some research on the reporter, their outlet and the type of stories they have covered in the past. Not only will this provide you with some insight as to their interview style, but you can use this to establish a rapport with the reporter.

Make sure the interviewer has all the information they need about your company, product or service. If possible, provide them with a sample so they can use/interact with the product/service before the interview.

Confirm beforehand what the angle of the story will be. Don’t be afraid to ask for the questions prior to the interview. They won’t always provide it, but you’ll never know if you don’t ask.

Most importantly, know your key messages. Practice in front of a camera and review. Identify key words and give them emphasis. Don’t wing it!

3. Delivering Your Messages
Now that you’ve practiced your delivery, you’re ready for your interview.When the interviewer asks you a question, you don’t want to simply answer it. This is where your key messages come in to play. Incorporate them in to the answers. You want to not only answer their question with an answer but with your key message. Remember to package your message. The media deals in soundbites and you have to be quotable.

If it’s not easy to incorporate your key message in to the question, you can use a technique called bridging. This is used to move from one issue to another. Examples are: “Another thing to remember,” “What I really want to talk about is,” “I’d like to add,” etc.

If a reporter asks you a question that you don’t know the answer to, it is OK to say I don’t know. You don’t have to have all the answers.

Don’t assume a reporter or your audience knows what you’re talking about. Avoid industry jargon or slang.

Finally, deliver your message with conviction. You need to sound sincere and credible. If you don’t believe what you’re saying, neither will the audience.

4. On-Camera Tips
Whether you’re sitting or standing, keep your feet slightly apart for balance and don’t move them while you talk. Make sure you’re not shifting your weight from one foot to the other.

If you are comfortable gesturing with your hands while talking to emphasize a point, do it, just don’t over do it.

Maintain eye contact with the reporter.

5. Things Not To Do In An Interview
There are a number of things not to do in an interview but the most important no-no’s are:

Never say “no comment”

Never say anything that you don’t want the reporter know. Remember, nothing is ever 100% off the record.

Never repeat a negative or say anything negative about the competition.

6. Appearance for TV
You want the reporter and your audience to focus on your messages, not your appearance. It’s important to be well put together without being distracting. Some basic rules include:

Wear solids, but avoid white, black or red.

Make sure your clothes are wrinkle free and straight (men, check that your tie and collar are straight).

Makeup is good for both men and women. For men, just use a light powder to keep you from shining. Women, make sure it’s not too heavy.

Check yourself in a full length mirror before you sit down for your interview.


There are many more rules and tips for media training, but this should provide a guideline. If you know that you have an upcoming interview, make sure you are prepared. It’s easy to hire a media trainer who will help you develop your key messages and conduct practice interviews with you. I don’t have a list to share, but you can find one by searching the internet.

How to Write a Press Release

As PR professionals, one of our main responsibilities is to draft and generate press releases or media releases, a written announcement directed to the press for announcing something newsworthy. But simply announcing a product launch or service is not enough. In order for the media to take an interest, it needs to be effective. The reader, a member of the press, will be looking for relevant information that they can share with their readers. The importance of a press release should not be overlooked and here are a few tips on how to create a successful press release.

HOW TO WRITE A PRESS RELEASE

1. The first element is the headline and subhead
2. The second element is the dateline
3. The third element is the introduction paragraph
4. The fourth element is the body
5. The fifth element is the boilerplate
6. The sixth element is the media contact information

1. Headline and Subhead

What makes your news relevant? You have to think about this as it will determine what your headline will be. The headline is the first attention grabber. You have to make this part enticing, since a headline can make or break you before the reader even gets to the good stuff. This is where you communicate the most important thing about this news. Make it short, make it snappy, and make it informative. This should be bolded, centered and in all capital letters.

Your headline will likely only offer a top-line explanation of your news and that's where your subhead is important. This helps to further illustrate the significance of the news by offering additional information so try not to repeat the same words. Also, your sub-head should only be a line, if absolutely necessary, two. This is in lower case beneath the headline.

EXAMPLE:

ABCEY EVENTS FORMS STRATEGIC ALLIANCE WITH
EXCEL MEETINGS AND EVENTS
Two Leading San Francisco Based Event Companies Partner to Create
Unique Event Experience for Clients

2. Dateline

The dateline gives the location of the announcement as well as the date of the announcement. The city is in capital letters, followed by the date. This is in parentheses.

EXAMPLE: SAN FRANCISCO (April 7, 2009)

3. Introduction Paragraph

The introduction paragraph is where you answer the basic questions. Who are you, what are you talking about, when will it be, where will it be, and why is it important, etc. It’s important to remember the following.

A) What is your point of this release? Are you announcing a new product? A strategic partnership? Scientific study results? An event? Make sure that information is included here.

B) You’re writing to the press, but, ultimately, your message is for readers, the general public. With this in mind, think about your audience and create language that targets them.

C) You need to include timing of your announcement. For example, when is your event taking place or product launching.

D) If the company or product has a web address, Twitter page, Myspace or other social media space, you should hyperlink to it here.

EXAMPLE:

ABCEY Events, a boutique event planning and management firm exclusively serving the San Francisco Bay Area, announced today that it has formed a strategic alliance with Excel Meetings and Events, a leading San Francisco based meeting management and event marketing firm. In addition to managing private and corporate events and conference after-parties, the partnership will extend services to include annual meetings and conferences, sales meetings, customer events, incentive programs and non-for-profit meetings. Their combined services will also include marketing consulting, graphic design, and interactive conference technology strategy and implementation.

4. Body

Once you’ve addressed the above, it’s time to elaborate and offer secondary info. Consider the following:

A) Beyond your key message, what are additional messages you would like to have communicated in this release?

B) Remember to not only list your product or event features, but include the benefits and value, why would the consumer find this interest, or important? They want to know how it will make a difference in their life.

C) Is there justification for a quote from a spokesperson? - This can provide an opportunity for an executive to address why this announcement is better or how it differs, if it will affect trends or the industry, etc.

D) Third Party Quotes - If your news involves any partners, it is appropriate to include quotes from each party. Why did they decide to partner together, what are the benefits they are bringing to the table.

E) The company's web address(es) should close the body.

EXAMPLE:

"By combining ABCey's expertise of planning private and corporate events with Excel Meeting's extensive knowledge of managing large scale meetings and conferences, we become a one stop shop for clients looking to hold an event or meeting of any scope or size," said Amanda Cey, president of ABCey Events.

ABCey Events has a hands-on event planning approach that sets it apart as a leader in the San Francisco event planning community. For more than ten years, it has been part of the dynamic local scene cultivating relationships with the top nightclubs, lounges and hotels in the city. Excel Meetings and Events works with clients nationwide on important conferences and meetings that require marketing expertise as well as flawless logistics for large-scale productions.

"We are thrilled to join forces with ABCey Events," said Donna Valentine, president of Excel Meetings and Events. "Amanda has her hand on the pulse of the "Gen Y" demographic and on the latest trends in culture, music and fashion. She brings impressive talents and creativity to the production of social and lifestyle events."

For more information visit www.ABCey.com or www.excelmeetings.com

5. Boilerplate

A company boilerplate closes every release. If one does not exist then you will need to write it. This typically includes basic background information or history about your company or client, etc. and the goals, mission or philosophy of your company or organization. It can also include a list of products that have been released, awards, studies and results, etc

EXAMPLE:

About ABCey Events:

ABCey Events is a premier event planning and management firm exclusively serving the San Francisco Bay Area. It is dedicated to setting the standard for the event industry with style, creativity and an unparalleled commitment to quality in every aspect of its work. Previous clientele include Adobe, Admiral Insurance Group, The Study Group, Macy's, Belkin and Nextaid.

ABCey Events has just moved to the exciting South Beach area, just a few blocks from AT&T Park and the Embarcadero. Its new address is 300 Beale St., Suite 403 in San Francisco, CA 94105. Website: www.abcey.com

About Excel Meetings:

Founded in 2001, Excel Meetings and Events is a San Francisco-based company that works with clients worldwide. Excel Meetings provides meeting management, conference planning, event marketing, graphic design and marketing consulting services to clients in healthcare, financial services, energy, pharmaceutical, technology, government and not-for-profit organizations.Website: www.excelmeetings.com

6. Contact Information

Your media contact information consists of things like your name, your company, your phone number, and your email address. Make sure that everything is correct as this is how the media will contact you! It is generally acceptable for your contact information to be on the top right, top left, or bottom.

EXAMPLE:
Contact: Kimberly Stirdivant
Tel: XXX.XXX.XXXX
Email: stirdivantkd@yahoo.com

And that’s the basics of constructing a press release. Please feel free to email with questions or add comments. Thanks for reading.

Why I'm Launching PR Gal For Hire

My name is Kimberly and I am a seasoned PR professional. I was recently let go from my company due to downsizing and have been acting as a PR consultant while I search for full time employment. Although many of my colleagues have said I should launch my own PR firm, I really enjoy working in the corporate environment. While I continue on my hunt, I decided to start this blog as a place to offer free PR Tips and Helpful Hints as I know many companies are not in a position to hire large PR firms. Hopefully this blog will offer some PR insight. Please feel free to contact me at stirdivantkd@yahoo.com with any questions or topics you would like to see.

Cheers!

Kimberly