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

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?

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