SANCHIZ, SIEBRASSE & ASOCIADOS, S.A.
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1 Panama s Market Leader in Public Relations Professional Services Committee March 26, 2014
2 Content Jennifer La Rocca & Donna Siebrasse Donna Siebrasse Sanchiz, Siebrasse & Asociados, S.A. Services Panama Partners National Alliances Scope of Action Worldwide PR Programs Latin America PR Programs Panama PR Programs Consulting Clients Current Clients Experience in Protocol with Royalty, Heads of State & Worldwide VIP s Public Relations Secrets to get people to recognize your business Public Relations builds your business How and why is it important How to build your brand How to get into the press Traditional media vs. social media What events will help to grow your business
3 Donna Siebrasse Sanchiz, Siebrasse & Asociados, S.A.
4 Donna Siebrasse Thirty plus years of public relations experience in Panama and Washington, D.C. Public Relations degree from American University in Washington, D.C. Pioneered the full-service agency public relations business model in Panama Only PR agency owner in Panama with PR degree and PR track record. Successfully ran a PR agency in Panama since 1985
5 Donna Siebrasse Solarian Corporation, marketing consulting firm, Panama City, Panama Sklar-Idelson, public affairs consultancy, Washington, D.C. Capitol Hill, Washington, D.C. Senator Larry Pressler (R.-S.D.)
6 Professional Track Record Panama s leading Public Relations Agency Founded in 1982 Thirty-year + track record of success and innovation Digital media experts; social media savvy First Panama PR firm to acquire an international affiliation First Panama PR firm to manage a multi-million dollar account Extensive experience in worldwide, Latin America and regional accounts Only Panama PR firm with a partner that has a Public Relations degree Special expertise in Worldwide and Latin American accounts Extensive Panama expertise, contacts and market knowledge Portfolio of prestigious multinational clients
7 Professional Services Brand Marketing Community Relations Coalition-Building with Key Stakeholders Corporate Communications Corporate Image Programs Creative Planning Crisis Communications Digital / Social Media Government Relations / Public Affairs Issues Analysis and Management Media Relations Media Training for Spokespersons Public Relations / Logistical / Scheduling support for VIP visits to Panama Public Sector Bids Strategic Communications Counseling Special Event Management Sports Marketing Press and Public Relations Center for trade shows, congresses, fairs
8 Professional Association Memberships American Chamber of Commerce & Industry of Panama (AmCham) Member since 1985 Cámara de Comercio, Industrias y Agricultura de Panamá Chamber of Commerce, Industry & Agriculture of Panama Member since 1990
9 Responsabilidad Social Corporativa
10 Scope of Action Worldwide PR Programs Latin America PR Programs Panama PR Programs Current clients
11 Worldwide PR Programs
12 Latin America PR Programs
13 Panama PR Clients
14 Panama PR Clients Developers & Construction Sector Clients Consulting Clients Clients we have launched in Panama Tourism & Hospitality Clients Technology & Telecommunications Clients
15 Developers & Construction Sector Clients
16 Panama Consulting Clients
17 Representative Clients that we have launched in Panama McCafe
18 Representative Clients: Technology & Transportation
19 Tourism & Hospitality Industry Representative Clients
20 Current Clients
21 Experience in Protocol with Royalty, Heads of State & Worldwide VIP s
22 Experience in Protocol with Royalty, Heads of State & Worldwide VIP s
23 Experience in Protocol with Royalty, Heads of State & Worldwide VIP s
24 Experience in Protocol with Royalty, Heads of State & Worldwide VIP s
25 Experience in Protocol with Royalty, Heads of State & Worldwide VIP s
26 Experience in Protocol with Royalty, Heads of State & Worldwide VIP s
27 Public Relations Secrets to get people to recognize your business
28 Public Relations Secrets to get people to recognize your business Public Relations builds your business How and why is it important? How to build your brand How to get into the press Traditional media vs. social media What events will help to grow your business
29 First things, first Public relations is a social science where clients are advised on how to inform, educate and persuade the public to accept their products, services and ideas. Edward L. Bernays Crystallizing Public Opinion 1923
30 Secret No. 1 It s important to me what the public thinks about my company. Correct mindset Desire to be accountable to stakeholders outside of board of directors, employees, shareholders Desire to contribute to the community; Social Corporate Responsibility Willingness to commit time and resources to communicate responsibly with your target public(s).
31 What is the power behind Public Relations? Third Party Endorsement Aval de una tercera persona In Social Media, Facebook likes ; Twitter re-tweets
32 How do I get my news published (in traditional media)? How do I get Facebook likes and / or Twitter re-tweets? Strategically place your company s activities / news in the broader context of the public good
33 Secret No. 2 Know how to identify and be aware of the broader public good; emerging societal and sector trends; Know how to spot the big picture Be positive Believe in yourself
34 What is your story? What makes you unique? How are you different (than your competition)? Why should anybody else care? What is important about your industry? Your elevator speech
35 Secret No. 3 Figure out your story; pro-actively tell it well. If you don t tell your story, somebody else will tell it for you, and probably tell it wrong.
36 Tell your story. In a compelling, concise and truthful manner.
37 Secret No. 3 Your company s brand is a powerful thing; you, as your company s representative, are a brand.
38 How to get into the press? Know who you are Study societal and sector trends Read and watch the media you where you want your news to be disseminated Be willing to make a contribution to the greater societal good Learn about and be active in Social Media Care about what happens to others and how the community is progressing
39 How to get in Facebook, Twitter and other Social Media? Just do it!
40 What events to attend? Attend the ones where you fit best Attend the ones where you have a stake in the subject area Pick a charity; non-profit organization, and reach out to contribute in a regular and significant way
41 Summary My company is not an island; I am part of a community, organization, country and world. It is important to me what others think about me. I have something positive, unique and important to contribute. I want to dedicate my time and resources to tell my story in a compelling, concise and truthful way.
42 Thank you!
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