90- HOUSE OF GUCCI – with Andy Thê-Anh
For this episode, I’m delighted to welcome back Andy Thê-Anh, an immensely talented stylist and fashion designer whom I interviewed in episode 70, when we analyzed Lululemon’s successes. We also spoke with Andy in episode 80, when we discussed the Netflix documentary Wonder Boy, which presents the creative director of Balmain, Olivier Rousteing. In this […]
89- Free your voice with public relations
Most of what we know comes from what we read online or in the media. Think about it – a large part of what you know comes from what you read and news bulletins, which are available online or in hard copy. We often let the media guide us when deciding what car to buy, […]
88- Advertising does not replace public relations
We often hear new customers tell us: why waste our time with a PR campaign when I can use that money to do Facebook / Instagram advertising where I can target my potential customers more precisely? The answer is very simple, to develop a brand, to build a brand image that will last over time, […]
87- Le Bon Panier and Marie-Pier St-Laurent : A NATA PR SCHOOL student
For this 87thepisode, I am delighted to welcome one of our students from NATA PR SCHOOL, Marie-Pier St-Laurent. Marie-Pier launched her own company Marine Marketing recently and decided to enroll in one of our training to create a public relations campaign for one of her clients: LE BON PANIER. Digital marketing specialist, after 6 years […]
86- Atypic and Antoine Bolduc: A NATA PR SCHOOL student
For this 86th episode, I am delighted to welcome one of our students from NATA PR SCHOOL, Antoine Bolduc, a new entrepreneur who participated in one of our training programs and had great success. Antoine is a trained accountant and an outdoor lover, which led him to create his vegan clothing and accessories company to […]
85- The Canadian market vs. the American market
Interview with David Tremblay, Vice President, Partner at NATA PR Hello, David, and welcome to this 85thepisode of the NATA PR SCHOOL podcast. So much has happened since our interview way back in our 10th episode! For those who would like to get to know David better, I invite you to listen to the 10th […]
84- NEW PROGRAM: Make yourself known and increase your sales!
Get people talking about you in the media and online! Stand out from the crowd! We often receive calls from start-ups and companies that have never used public relations and don’t know where to begin. Meanwhile, their competitors are being mentioned in articles and appearing in TV interviews. Many marketing specialists who have to create […]
83- Make yourself known with public relations
Brands that have successfully made themselves known among their target client bases have, at one point or another, used these two public relations strategies. Telling their story Founders or executives have chosen to reach their potential clients by telling their story thousands of times to journalists and influencers. Using an ambassador, spokesperson or brand icon […]
Is PR a direct sales tool?
At NATA PR we enjoy working for big companies, but we are also passionate about smaller brands that can greatly benefit from our services.` Over the past year, we developed an accessible 6-month formula for SMEs, to show them the kind of results that we can achieve. These small and medium-sized companies sometimes market very innovative products that deserve to be better known by media and by their target customers.
I was surprised to see that despite exceptional results, many have completely stopped their PR activities. The reason they give: PR does not generate enough sales.
Dear SME, please consider that a brand does not become known to its target audience overnight and that 6 months is a very short time to gain the notice of media and bloggers.
Not to mention that generating pure, hard sales is not the primary role of public relations, but rather of the sales department. The main role of public relations is to publicize a product, a company or a service among media and influencers and to reach a target audience.
In today’s world you need a marketing plan with several elements of communication: and PR is one of those elements. Social media alone contribute about 13% of SEO (Search Engine Optimization) and PR up to 40% via articles written and published organically (free of charge) online.
We need to stop looking for instant success. The greatest successes are related to duration and consistency. And that’s what public relations offers: continuous communications to maximize visibility.
Visibility should not be confused with direct sales. Sometimes they are related, but not always. SMEs mustn’t forget that a brand needs to be built. And that takes time.
THE NATA PR MODEL
6 steps to get known using Public Relations and Social Media.
Several years ago, I hired an advertiser to get a fresh look at what we were doing and better define who we are. The goal was to simplify our work processes because, as public relations experts, we have a talent for making things complicated!
Through these meetings and conversations with our advertising friend, we created the NATA PR Model. Moreover, it was this advertising expert who defined the different steps in our model. We have been using this model for many years and, although we have made a few adjustments, it has proved to be the simplest tool for explaining what we do to our clients.
We created this toolkit at the agency when we were defining our processes. We were in a period of strong revenue growth and so it was paramount to write down everything we were doing to pass it along to our new employees. Our goal was to create an ISO-like operating method, which was precisely what we did. Through this process, we finalized the NATA PR Model.
The NATA PR Model has six steps. Each step is important and, when all six steps are followed, the model has proved to be highly effective.
These six steps provide a manageable overview of a public relations campaign that might otherwise seem intimidating.
Just like advertising campaigns, PR campaigns have a beginning and an end.
The six steps are:
1-Determine why journalists/bloggers would talk about you
2-Tell your story
3-Identify the real influencers
4-Give them the necessary resources
5-Assess the impact
6-Follow up (reminders)
A little careful thinking at each step in the process will allow you to put your creativity to good use. If you want to apply the model on your own, I would suggest that you define a few points for each step. Next, check what one or two journalists or bloggers who have shown interest in your product have had to say about it recently. What did they discuss? What are they writing about now? This could help guide your actions.
The NATA PR Model is the backbone of our public relations campaigns and an effective guide for understanding. It is the basis for our actions. Each step can be expanded depending on the resources you have. However, we have used this version to run massive campaigns for global businesses.
The NATA PR Model is equally effective for multinationals as it is for small businesses with local reach.