The Public Relations Show - Stream Two - Government, communities and society
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The Public Relations Show - Stream Two - Government, communities and society The Public Relations Show - Stream Two - Government, communities and society Presentation Transcript

  • 26 NOVEMBER LONDON ♯ PRSHOW13 Sponsored by Vuelio
  • Stream two: Government, communities and society ♯ PRSHOW13
  • Thank you to our Sponsors and Partners ♯ PRSHOW13
  • Stream two: Government, communities and society ♯ PRSHOW13
  • R UV Ugly? – how Unity delivered life-changing results for Cancer Research UK Speakers: Ella Dorley-Brown, Associate Director & Nik Done, Co-Founder Unity @Hello_Unity Facilitator: Alastair McCapra CEO of CIPR
  • Unity & Cancer Research UK R UV UGLY? ♯ PRSHOW13
  • Today… • • • • • • The Brief Our strategy Objectives/KPIs What we did Summary Legacy
  • The brief unity
  • The problem… Despite an under-18 ban, many were still using sun beds in an effort to achieve “that glow”
  • The problem… Often encouraged and ‘vouched for’ by older friends and relatives Average first use at 14 years old; usage increased steadily between 14 and 17 Young women up to 3x more likely to use sunbeds than men They knew the risks. They just didn’t care
  • Why? • • • • • ‘Going out tan’ ‘Pre-holiday base tan’ ‘Clears spots and blemishes’ Perceptions of what boys find attractive Pampering / treating / social experience Clear evidence of pressure / facilitation from peers and influencers
  • Why? • • • • • ‘Going out tan’ ‘Pre-holiday base tan’ ‘Clears spots and blemishes’ Perceptions of what boys find attractive Pampering / treating / social experience Clear evidence of pressure / facilitation from peers and influencers
  • Spurred on by celebrity obsession, the nation’s love affair with tanning showed no sign of easing
  • But... Research worryingly showed that using a sunbed for the first time before the age of 35 increased the risk of malignant melanoma – the most serious form of skin cancer - by 75 percent
  • What did we want to achieve?
  • Reduce youth sunbed use
  • Specifically… • Actively engage young females (16 – 24 year olds) and a secondary audience of older ‘influencers’ who allow or encourage sunbed… • …And, bring about measurable attitudinal and behavioural change
  • A word on tanning 41% of UK women now use self-tanning products (St. Tropez) UK market now worth £35m, not including spray salons (Mintel) Post royal wedding “Middletan effect”
  • The battle has been lost. Lets win the war
  • The battle has been lost. Lets win the war!
  • Enemy: sunbed NOT the tan
  • The audience unity
  • The influencers… • Older female friends, relatives and immediate family members (mums, aunts, sisters) • C2DE, 25-44 • Major cities and conurbations, with a Northern bias • Influence younger friends and relatives by: • • • • Passively allowing sunbed usage Actively encouraging sunbed usage Suggesting it’s a ‘social pampering’ occasion Actually accompanying / paying for / vouching if underage
  • …and the target • Daughters, nieces, younger sisters / younger friends of Influencers • Highly sociable, highly mobile (in both senses) • May share many experiences with their influencers… shopping, holidays, parties… and sometimes sunbeds • ‘Start getting ready for Saturday night on Monday morning’
  • Interest barometer Target Influencer Saturday night Family Looking good Soaps/celebs/r eality TV Mates/boys Celebs/reality TV Shopping / looking good Shopping Mates Health Health
  • Interest barometer Target Influencer Saturday night Family Looking good Soaps/celebs/r eality TV Mates/boys Celebs/reality TV Shopping / looking good Shopping Mates Health Health
  • Interest barometer Target Saturday night Influencer Family Looking good Soaps/celebs/r Threat to eality TV appearance, more Mates/boys powerful than threat Shopping / Celebs/reality TV of cancer looking good Shopping Mates Health Health
  • Challenges • Scare tactics don’t work • ‘Nannying’ (sunbeds / tans are naff / uncool) doesn’t work - and who are we to patronise? • Our young, user audience is highly sociable and therefore highly susceptible to peer pressure • As a group, this makes them strong-willed… • … and also resistant to ‘preaching’
  • Never forget… Peer trumps influencer
  • Interest barometer Target Influencer Friday night Family Looking good Money Mates/boys Soaps/celebs/r THEY can’t lecture eality TV - or becomes adult to child voice, Celebs/reality TV Shopping / and target switches off Shopping looking good Mates Health Health
  • Interest barometer Target Influencer Friday night Family Looking good Money Mates/boys Soaps/celebs/r We need to give them something eality TV that they can use to successfully Celebs/reality TV Shopping / convert those they love Shopping looking good Mates Health Health
  • Interest barometer Target Influencer Friday night Family Looking good Money Mates/boys Soaps/celebs/r and eality TV Reveal the threat to their Celebs/reality TV their loved ones’ - appearance… Shopping Shopping / looking good Mates Health Health
  • Interest barometer Target Influencer Friday night Family Looking good Money Mates/boys We need to make it easy for them! Soaps/celebs/r eality TV Celebs/reality TV Shopping Shopping / looking good Mates Health Health
  • Strategy must-haves • Leverage sweet spots of shared interests • Where they "hang-out" (online or offline) is the best place to create awareness, interest and knowledge • Important to personalise issue i.e. real-life stories, celebrity context • Participation increases their ability to take control of their health • Capitalise on combined sociability and shared experience • Offer a solution / an alternative • Speaks in THEIR language, not ours • Society and the people that matter to them to be positively reenforcing the message in a non preachy way • Start conversations around an area of interest for both
  • Reason to believe Not threat of cancer Threat of wrinkles
  • Towards a strategy unity
  • Key insight “ Visual interventions that highlight the unnatural, damaging effects of sunbed use are more likely to appeal to an audience strongly motivated by appearance-based beliefs ”
  • Key insight “ Visual interventions that highlight the unnatural, damaging effects of sunbed use are more likely to appeal to an audience strongly motivated by appearance-based beliefs ”
  • Vanity • Target audience is obsessed with their appearance… • …and with the mirror • Constantly looking for flaws, seeking out that very first wrinkle • They use magnifying mirrors and would go further if they could…
  • What’s beyond the magnifying mirror?
  • The UV Scanner They graphically show what lurks beneath Women can’t get enough of them! Barriers to use? - Lack of awareness - cost - Access We placed the skin scan at the heart of our campaign
  • But how do we drive people?
  • Through a creative wrapper…
  • The Creative Wrapper
  • Objectives & KPIs unity
  • KPIs REACH 4 pieces of national coverage ENGAGE 800 pre questionnaires completed 300 post questionnaires completed CHANGE Questionnaire analysis to prove attitudinal and behavioural changes which lead to a drop in sunbed usage amongst 16 -18 year old girls
  • What we did unity
  • Focus Group • Conducted three focus groups - Separate for both influencers and influenced • Skin scans given the thumbs up by all - Liked real life before and after images • R UV UGLY? deemed to have relevance and meaning • Our experiential idea scored highly - More to come… • Metro established as being key
  • Time to get the building blocks in place
  • Sk:n Partnership By teaming up with the UK’s No.1 skin clinic, sk:n, to offer free skin assessments, we were able to remove the cost barrier (usually £25), personalise the risk through individual consultations and also, with 37 clinics nationwide, make them accessible to the masses
  • Sk:n Partnership ‘Two-for-none’ vouchers - meaning they could share the experience with a friend, or family member/friend
  • Sk:n Partnership A pre and post questionnaire was also created for completion in-clinic, enabling us to gather vital data on attitudes towards sunbeds
  • Sk:n partnership • Arranged briefings for regional and clinic managers to provide detailed knowledge to consumers • Sk:n staff managed bookings and gave expert advice to customers • Staff participated in regional open days in 10 UK clinics and staffed experiential tour • Supported through social media and database e-shots • Provided media spokesperson and hosted press briefings
  • Vita Liberata • • Teamed up with celebrity favourite fake tan brand Vita Liberata (secured for free), we also offered all participants safer alternatives to sunbeds Provided over 1,000 product samples for media, experiential, clinic open days and wider campaign
  • Brand Assets Actress, model and a cast member of Made in Chelsea, Gemma Gregory was secured (for free) to be the face of R UV UGLY?
  • Facebook App • To take the campaign, digitally, to where the audience hung out, we created a bespoke Facebook tab as a campaign hub • Living within Cancer Research UK page it provided campaign information and case studies • Importantly it housed a text/email voucher mechanic for our audience to claim their ‘two for none’ scans
  • Binky Felstead • • • • • • Unity secured Binky to become an R UV UGLY? ambassador Personally endorsed Fake Tanning Tips guide Starred alongside Mummy Felstead in Fake Tanning Tips video, hosted on campaign channels Secured exclusive front page hosting on Daily Motion which saw 1,680 views in UK in a week Secured exclusive coverage for Binky video on Heatworld Binky tweeted to her 128,000 Twitter followers
  • Express & Star • Secured free online adverts with Express & Star group • R UV UGLY? banners were included on OK!, New, Star, Channel 5 & Express Newspapers websites to coincide with launch • Key titles for target demographic • 300,000 OTS banners of various sizes across sites
  • Celebrity
  • Celebrity Camilla Dallerup Kym Marsh Maria Fowler Billie Faiers Paloma Faith Kate Lawler Gemma Merna Jeff Leach Matt Hollbrook Sam Faiers
  • Media relations
  • Launch • R UV UGLY? was launched with a Metro exclusive • The story was supplemented by maximising our celebrities stories • A story on TOWIE stars Maria Fowler, Sam and Billie Faiers support for campaign was released shortly after • An exclusive PA interview with Sam and Billie then ensured mass regional coverage, key for the campaign’s success
  • Coverage
  • Friends & Family • • • A survey was used to highlight the fact that friends and family members were encouraging loved ones to go on sunbeds and inadvertently putting lives at risk “26% of sunbed users were encouraged by a family member or partner to use a sunbed for the first time” Coverage included a ten minute spot on the Daybreak sofa with Dr. Hilary Jones and Camilla Dallerup whose mother, a former sunbed addict, had suffered with skin cancer
  • Coverage
  • Case Studies
  • First-Person Features
  • Clinic Open Days • To help drive skin scans sk:n organised a series of R UV UGLY? walk-in open days • 10 key towns and cities were identified due to their large numbers of sunbed outlets and high rates of malignant melanoma cases • The idea was to create a quick and easy walk in atmosphere for assessments • Bespoke regional PR stories built around each open day with local stats and figures Charity hopes “R UV UGLY?” campaign will shine light on the danger of sunbed use in Nottingham Young people in Nottingham are being urged to face the invisible damage inflicted on their skin in pursuit of a tan, as part of Cancer Research UK’s new R UV UGLY? campaign. The campaign aims to raise awareness about the skin damage, premature ageing and health dangers of using sunbeds. Nottingham is being targeted due to its high concentration of sunbed outlets. With over 25 outlets, the city is within the top half of all local authorities in England. That’s around 10 sunbed outlets per 100,000 people.* In response, the R UV UGLY? campaign will be taking over sk:n Nottingham (Address) on Sunday 26 February for a special open day, offering the public free skin scans that normally cost £25 each. Using specialist skin-scanning technology, the consultation will highlight the hidden damage lurking beneath the skin’s surface that is caused by overexposure to UV, both from sunbeds and the sun. Not only do sunbeds make you look old and wrinkly before your time, but figures show using one for the first time before the age of 35 increases the risk of malignant melanoma – the most serious form of skin cancer - by 75 per cent. Malignant melanoma rates have more than doubled amongst 15-34 year olds in the East Midlands since the mid 1980s and someone in this age group is now diagnosed with the disease each week.** Chris Lunn, SunSmart campaign manager at Cancer Research UK, commented: “We are worried that people in Nottingham might be putting their health at risk by visiting tanning salons to achieve a tan. Often the consequences aren’t seen for years so we want to help give people a sneak preview of what their future face looks like and if they must have a tan, encourage them to switch to a safer alternative by using fake tan. “We want people in Nottingham to come and have a skin scan and see for themselves the effects that using sunbeds can have on your skin.”
  • Coverage
  • Experiential • • • • • At the heart of R UV UGLY? was bringing the experience to a captive audience where sunbed use was prevalent Unity created a bespoke skin scan photo booth Encouraged public participation by making the activity fun and engaging whilst relaying CRUK messaging at all times Regional print and broadcast media was secured pre and during activity to encourage visits to the photobooth Consumers were given a take home image of their scan and further information on the campaign as well as ability to share image on social media platforms
  • Experiential Manchester The Arndale Centre Estimated footfall: 615K per week Sunbed outlets per 100K of the total population: 12.4 Newcastle The Metro Centre Estimated footfall: 500K per week Sunbed outlets per 100K of the total population: 20.8
  • 5. Further Queries Additional sk:n technician on hand to answer any further queries on participant’s scan 4. Analysis Participant exits scanner. Sk:n technician talks participant through their scan whilst they wait for their photo print out 1. Approach - R UV UGLY? brand ambassador engages consumer by explaining free skin scan and benefits 2. Questionnaire - R UV UGLY? brand ambassador fills out questionnaire with participant whilst they wait for the scanner to become available 3. Scan - Participant enters scanner. Technician asks for their details and explains the process 6. Takeaway - R UV UGLY? hands participant goody bag with further information on sunbeds. Self tan sample given if requested. Additional skin scanner to manage flow of traffic in busy periods. Questionnaire and scan process remains
  • Experiential Take home collateral gave information on campaign and allowed for share-ability
  • Coverage
  • Results Newcastle Skin consultations: 496 Sunbed users: 68% Manchester Skin consultations: 694 Sunbed users: 61% 1190 skin scans
  • Model Story • We persuaded the country's leading model agencies to commit to a ‘no sunbed’ policy’ on the opening day of London Fashion Week • Leveraged influence of fashion community and tapped into power of London Fashion Week • Comment and support secured from the owners and head bookers of D1, Elite, First, FM, IMG, Leni’s, Models1, Nevs, Oxygen, Premier, Storm and Union
  • Coverage
  • Coverage
  • Coverage
  • Results unity
  • 1648 skin scans in total Results 27 national print 553 online pieces 1190 scans on experiential tour 300,000 free adverts on Express and Star newspaper 75 broadcast 13 celebrity supporters 131 regional print Over 2 million #RUVUGLY impressions 458 scans in sk:n clinics Over 200 tweets from users with over 1,000 followers Over 3,000 SunSmart page views Almost 33 million impressions with Facebook ads
  • Summary unity
  • KPIs – vs results REACH 4 pieces of national coverage 27 National Pieces ENGAGEMEN T 800 pre questionnaires completed 300 post questionnaires completed 1648 Pre Post to follow CHANGE Questionnaire analysis to prove attitudinal and behavioural changes which lead to a drop in sunbed usage amongst 16 -18 year old girls ✔
  • Behavior change • Overall 75% of sunbed users who, before the scan, said they expected to use sunbeds more or the same in the future, changed their minds immediately after their scan and said they expected to use them less or not at all • Immediately after the scan, half of the sunbed users aged under 25 said they would not use sunbeds in the future compared to 22% who had said this before the scan • Via a follow-up survey conducted eight weeks after the campaign closed, we were able to measure sustained behaviour change, demonstrated by 46% of respondents reporting they’d stopped using sunbeds or used sunbeds less than they did before
  • Legacy unity
  • Legacy • We hit and massively exceeded all client KPIs at below their target cost of £1.50 per engagement and delivered independently verified changes in consumer behaviour • Due to its overwhelming success, Unity ran further campaigns with R UV UGLY? revived for the Scottish market and then returning to the UK in 2013 • Australian Fashion Week saw model agencies follow London’s lead and put a ban on sunbeds • Liverpool Fashion Week this year also committed to a similar no sunbed policy for all models
  • Thanks
  • Any Questions?
  • Thank you unity
  • 26 NOVEMBER LONDON ♯ PRSHOW13 Sponsored by Vuelio
  • Stream two: Government, communities and society ♯ PRSHOW13
  • Complex and highly regulated: The challenges in healthcare PR Speakers: Charles Lewington MCIPR, Managing Director, Hanover Communications - @c_lewington Sarah Pinch MCIPR, Founder, Pinch Point Communications - @ms_organised Harry Brady, Communications and Policy Director, MSD UK Facilitator: Jean-Pierre Moser MCIPR, Director, JPPR
  • Complex and highly regulated The challenges in healthcare PR ♯ PRSHOW13 @HANOVER_HEALTH
  • The healthcare news agenda • Highly political • Emotive and personal • Scientific and Clinical progress Challenges… • Aging population • Rising costs • Affordability - major source of social debate for decades to come.
  • Constrained finances v increased need Government • Building trust in reform Industry Patients/ public • Innovation that reduces costs • Understand and demand new healthcare
  • UK - a world leader in healthcare comms • Technical policy comms -NHS: the world’s largest single healthcare provider • Complex science - UK science traditionally punched above weight • Health economics - UK the first to independently assess cost-effectiveness • UK as a global price reference
  • A heavily regulated sector • Regulated services – CQC, monitor • Regulated professionals – GMC, NMC • Regulated industry – MHRA, NICE (HTA) • Regulated Communication – PMCPA, Medicines Act 1968
  • Partnership is the key • Only wide coalitions of clinical and patient voices will drive change – true for government and industry • Finding shared objectives and communicating from common ground is crucial for success • In many respects, healthcare communications is text book PR
  • Complex and highly regulated: The challenges in healthcare PR The NHS perspective Sarah Pinch FCIPR MIoD 26/11/13
  • Toughest jobs in Public Relations? • • • • • • • 11 years at the BBC 13 years in corporate communications Tricky sectors: International development Public transport Health Passion for behavioural change in organisations • Experience of placing communications as important as finance/HR • Professional standards & compliance • New teams in every role since 2000
  • The National Health Service July 5 1948, it was based on three core principles: • that it meet the needs of everyone • that it be free at the point of delivery • that it be based on clinical need, not ability to pay March 2011, the Department of Health published the NHS Constitution 1. comprehensive service available to all 2. based on clinical need, not an individual’s ability to pay 3. aspires to the highest standards of excellence and professionalism 4. aspires to put patients at the heart of everything it does 5. works across organisational boundaries and in partnership…in the interest of patients, local communities and the wider population. 6. committed to providing best value for taxpayers’ money and the most effective, fair and sustainable use of finite resources 7. accountable to the public, communities and patients that it serves
  • An Honourable Profession? NHS Communicators Each NHS organisation has a communications lead to ensure that the organisation communicates effectively. Larger organisations are likely to have a team of communications professionals. With several hundred organisations in England, there are over 1,000 communicators in the NHS. A proportion of these will hold a post with a managerial responsibility.
  • Current experiences……. The media, patients and God
  • Prepare, plan, evaluate: repeat Develop a reason to believe • Know and listen to ‘enemies’ and friends. • Remember the pain of experiences. • Try to know as much as you can – but remember you’re not the clinical expert. • Be prepared and be kind. • The planning process itself is helpful. • Ask for help. • Learn from others - industry, clients, colleagues. • Don’t reinvent the wheel.
  • The system NHS England/ National Commissioning FT members Monitor Foundation Trusts CCGs Care Quality Commission
  • Case Study Mass ‘NHS cover up’ v Parents’ reality • • • • • • • • Perception and experience: emotionally charged The parents’ grief The tabloid shorthand The operational issues and the reputational issues The emotional drain, on everyone The political and Political landscape The ‘right thing to do’ The recovery plan
  • What to do? Keep Calm • • • • • Establish all the answers Understand the broader context, for the organisation, the parents, staff, stakeholders Establish the FACTS Restoration, not promotion Remain calm and reasonable “Although all catastrophes have an initial negative impact on value, paradoxically they offer an opportunity for management to demonstrate their talent in dealing with difficult circumstances.” Sedgewick/Oxford University report
  • Remember this Professional communications is an honourable profession There is help, support, training and advice Don’t expect it to be easy Don’t forget the staff You are not a clinician Do the right thing and be seen to do the right thing Four hostile newspapers are more feared than a thousand bayonets Napoleon Bonaparte
  • Going forward “Society, in general, and leaders and opinion formers, in particular, (including national and local media, national and local politicians of all parties, and commentators) have a crucial role to play in shaping a positive culture that, building on these strengths, can realise the full potential of the NHS.” Professor Don Berwick
  • Questions? sarah@pinchpointcommunications.co.uk @ms_organised
  • Healthcare Communications: A Pharma Perspective sub heading to go here Harry Brady, Communications and Policy Director, MSD UK
  • In the Next Ten Minutes • Diversification of healthcare communications • Reputation of the pharmaceutical industry • Changing models of working
  • The HCA – www.hca-uk.org
  • Pharma Reputation - the Historical (and not so Historical) Headlines . . . Miracle Cure!! Doctors bribed at industry bash Killer Drug!! Pharma hiding negative trial results, misleading doctors Drug companies accused of putting patients’ lives at risk Drugs firms ‘scaring people for profit’ Regulators ‘approve useless drugs’
  • Pharma Engages with its Critics
  • Communicating in a Highly Regulated Industry UK Law – Medicines Act plus plus Individual Company Codes and SOPS
  • All Audiences at the Centre of a Multi-Channel Life
  • Achieving Joint Objectives FOR PATIENTS Academia Royal Colleges NGOs Pharma HCPs Payors Patient Groups
  • Making it Happen in Practice – Nationally and Locally
  • Being Proud of What we Do!!
  • Thank you Questions?
  • 26 NOVEMBER LONDON ♯ PRSHOW13 Sponsored by Vuelio
  • Stream two: Government, communities and society ♯ PRSHOW13
  • Successful creative campaigning on a low budget Speaker: Louise Robertshaw MCIPR, Head of Communications and Campaigns, Guide Dogs Facilitator: Elspeth Graham FCIPR, Commercial Director, CIPR @elspethCIPR
  • Low budget campaigning Louise Robertshaw HEAD OF COMMUNICATIONS AND CAMPAIGNS GUIDE DOGS
  • Campaigning the Guide Dogs way… Link
  • Dog attacks 2012 Media coverage reach of 21 million. 155 MPs attended Parliamentary reception. 79% recall of campaign amongst MPs Government announced compulsory micro chipping of all dogs by 2016. Recently also announced increase in sentences available for attacks on assistance dogs. Cost £5,300
  • Be Positive It’s important to highlight the solution as well as the problem. Be clear about the action you want your supporters, influencers and decision makers to take as a result of your campaign.
  • Emotional response to Guide Dogs 73% 81% 81% 6% 10% 7% 5% 6% 4% 4% 6% 4% 3% 2% 2% Nov 12 Nov 11 2% 3% 2% 0% Nov 10 20% 40% 60% 80% 100% “Which of the following faces best represents how you feel about – Guide Dogs” Base: All those aware of Guide Dogs (1167) among 2,007 adults 18+, Britain Source: nfpSynergy, Brand Attributes Monitor, Nov 12 130
  • Be Creative Party conferences 2012
  • Remember human stories Tell the human stories behind the statistics
  • Take every opportunity Set up alerts and monitor conversations on social media. We positioned ourselves as voice of authority on dog attacks and took every opportunity. Ride the news agenda as well as set it.
  • Mobilise supporters Keep it simple and make it easy. Don’t forget staff and their networks, your customers. Volunteers and donors.
  • Be well targeted and well planned Plan tactics meticulously to hit key decision making/action time. Report released outlining shocking statistics about number of attacks. Timed to stimulate interest in Parliamentary reception. Research and be clear on your target decision makers and target journalists.
  • Understand what’s in it for them Pics of MPs and shell press releases.
  • In summary… Know who you are Get the basics right Make sure it is enjoyable
  • Thank you Questions?
  • 26 NOVEMBER LONDON ♯ PRSHOW13 Sponsored by Vuelio
  • Stream two: Government, communities and society ♯ PRSHOW13
  • Building public trust: Sustainability at the heart of business strategy Speakers: Tobias Webb, Founder and Chairman, Ethical Corporation @webb_tobias Graham McWilliam, Group Director of Corporate Affairs, Sky @grahammcwilliam /@skybiggerpic Facilitator: Samantha Wilding MCIPR, Director of Sustainable Business, Corporate Culture @CCLtd
  • Corporate Responsibility What’s it all about?
  • http://www.huffingtonpost.com/2013/11/13/as kjpm-twitter-qa-turnsi_n_4269795.html?ncid=edlinkusaolp00000003
  • Four conclusions 1. Engagement doesn't work without dialogue and authenticity 2. Dialogue and authenticity don't last long without real action 3. Collaborative action with the right partners can pay off, move markets, and create value for all 4. And that's what corporate responsibility is all about…
  • Tobiaswebb.blogspot.com
  • Thank you Questions?
  • 26 NOVEMBER LONDON ♯ PRSHOW13 Sponsored by Vuelio
  • Stream two: Government, communities and society ♯ PRSHOW13
  • Royal Mail: Gold medal stamps and gold postboxes Speaker: Tim Cowen, Director of Consumer and Business Media Relations Royal Mail @royalmailnews Facilitator: Maud Davis FCIPR Maud Davis PR @maudiemo
  • Royal Mail’s Gold Medal Stamps and Gold Post Boxes Tim Cowen Director of Consumer and Business Media Relations ♯ PRSHOW
  • The Challenge Producing stamps with winners’ images in 24 hours instead of 24 months Producing PR plans with a short selling in window Gaining share of voice for Royal Mail – a licensee not a sponsor
  • The ideas Organise photo shoots with winning athletes and their stamps Provide enlargements to TV companies within two hours of a win Paint a post box gold in every winner’s hometown
  • The logistics Six printers on 24 hour standby 24 hour press office Courier firms on standby for PR collateral Maintenance teams on standby by across the UK for post box painting Photographer embedded at Team GB House
  • The results Audience reach of 700 million Stamps sales surpassed target by more than 50% Permanent legacy for Gold Post Boxes RM seen as an intrinsic part of London 2012
  • The quotes Prime Minister David Cameron: "Royal Mail have had an excellent Olympic Games. They've produced these stamps, they are painting the pill boxes. I don't know who is doing the thinking for them but I think they've been really on the ball." Rower Kat Copeland crossing the finishing line: “We’ve won the Olympics, we’re going to be on a stamp.”
  • Thank you Questions?
  • 26 NOVEMBER LONDON ♯ PRSHOW13 Sponsored by Vuelio
  • Stream two: Government, communities and society ♯ PRSHOW13
  • How public relations raised $2m in 10 days for a tech start-up Speakers: Peter Bowles, Creative MD of Dynamo PR @bowlesy Facilitator: Phil Morgan MCIPR Policy & Communications Director CIPR @PhilM_CIPR
  • 26 NOVEMBER LONDON ♯ PRSHOW13 Sponsored by Vuelio
  • How PR raised $2 million in 10 days Peter Bowles @bowlesy @dynamopr ♯ PRSHOW13
  • The importance of momentum
  • The problem of measurement AVEs (Advertising Value Equivalents) existed in PR for a long time. But in reality they are like a gameshow total – doubled and trebled to suit an agencies needs. They don’t reflect reality
  • Social Media… just as bad? Social media ‘experts’ also take a figure and multiple is by “number of followers”
  • It’s about real world results
  • Kickstarter Transparency New technology is making this easier
  • 3Doodler Approached to work on invention – aiming to hit $30,000
  • What if EVERYONE can see your PR campaign in real time? REAL transparency
  • PR is about what you choose to communicate (And what you don’t!)
  • PR is not a huge strategy document The right idea can be on an email
  • 1/ The right targets
  • 2/ Reaching out to journalists in original ways
  • 3/ Getting involved in the community Etsy Artists
  • 4/ Preparing for success
  • Press… everywhere!
  • Creating Momentum
  • Real world results
  • That change the agency too
  • Peter Bowles @bowlesy on Twitter Interested in what we can do for you? hello@dynamopr.com Dynamopr.com
  • Thank you Questions?