THE ROYAL WEDDINGBrands winning headlines: Ignite Communications Ltd                                                      ...
A PR Fairytale!• News value• Commercial opportunity• Fully inclusive• Global appeal• Longevity• Hype built in momentum    ...
Story for all genres - print/online/digital• News• Fashion• Health and Beauty• Food• Business• Regional                   ...
First off the blocks?• Lola Rose• Debenhams• QVC• Issa• Tesco                        Ignite Communications Ltd
PR Audit           Old   New      Borrowed   Blue                        Ignite Communications Ltd
‘Old’ tactics• Topicality - April Fools                             Ignite Communications Ltd
‘Old’ tactics• Scarcity                Ignite Communications Ltd
‘Old’ tactics• Humour / Controversy                         Ignite Communications Ltd
‘Old’ tactics• Statistics                Ignite Communications Ltd
‘Old’ tactics• Photo-call                Ignite Communications Ltd
‘Old’ tactics• Pets / Kids                Ignite Communications Ltd
‘New’ approaches• 247 news                   Ignite Communications Ltd
‘New’ approaches• Apps                   Ignite Communications Ltd
‘New’ approaches• Viral / digital content                            Ignite Communications Ltd
‘New’ approaches• Power to the people                        Ignite Communications Ltd
‘New’ approaches• Inside scoops                   Ignite Communications Ltd
‘Borrowed’ credentials• Patriotism                         Ignite Communications Ltd
‘Borrowed’ credentials• Talking heads                         Ignite Communications Ltd
‘Borrowed’ credentials• Strategic partnerships                           Ignite Communications Ltd
‘Borrowed’ credentials• Celebrity endorsements                           Ignite Communications Ltd
‘Blue’ - bit of sauce!• Pippa’s derrière! = 72k Facebook fans                                          Ignite Communicatio...
‘Blue’ - bit of sauce!• Sex sells                         Ignite Communications Ltd
‘Blue’ - a prediction• Baby names and birth boom for 2012 New Year stories                                                ...
Handling a crisis• Tsunami of criticism!• Tackled head on• Turned to a positive• E-bay auction for UNICEF• Raised £81k    ...
‘Implicit’ winners• Monarchy• Patriotism• Security services• Lookalikes = £1k a day fees• Mid-market national press = circ...
UK ‘brand values’ enhanced• Organised / Recognised for quality• Middle-class demographic• Global appeal• Safe and stable• ...
Some numbers....• Economy boost = £620m• Grocery trade = £26m• TV audiences = 2bn (3p for average 3 hours viewing)• Google...
Possible losers? Open to debate...• London Vision Clinic• Vauxhall• BT• British Cheese Board• Business = £6m lost producti...
Learnings• Speed is key• Integrate your communications• Remain true to brand values / core offer• Be relevant and topical•...
PR tip 1: Retain your integrity• Can you defend claims, stats, stories?• Is your story truly compelling?• Is it new and un...
PR tip 2: Use these ‘ingredients’• Topicality• Human Value• Visual appeal                                    Ignite Commun...
PR tip 3: Plan how to spread the story• Customer groups• Experts• ‘Talkers’                                         Ignite...
PR tip 4: Plan your social media strategy• Listen• Listen and inform• Listen, inform, engage• Listen, inform, engage, recr...
PR tip 5: Make it commercial• Scarcity = demand• Reciprocity = return favour• Authority = belief• Majority / Social proof ...
Engage and enrol the whole business• Buying• Marketing• Finance• Employees• Customer services team                        ...
And remember....plan for the worse!• Agree tonality / personality• Planned holding statements• Agreed spokesperson• Monito...
Thank you for listeningRachel TaylorIgnite Communications Ltd@ignitecommsT: 01483 550 701M: 07787 436395                  ...
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What PRs can learn from Royal Wedding

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Ignite Communications is a PR Communications agency speclialising in sparking brand debate for its clients. The Royal Wedding provided a perfect case study to evaluate which brands won the headlines, and why. Enjoy

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  • What PRs can learn from Royal Wedding

    1. 1. THE ROYAL WEDDINGBrands winning headlines: Ignite Communications Ltd Ignite Communications Ltd
    2. 2. A PR Fairytale!• News value• Commercial opportunity• Fully inclusive• Global appeal• Longevity• Hype built in momentum Ignite Communications Ltd
    3. 3. Story for all genres - print/online/digital• News• Fashion• Health and Beauty• Food• Business• Regional Ignite Communications Ltd
    4. 4. First off the blocks?• Lola Rose• Debenhams• QVC• Issa• Tesco Ignite Communications Ltd
    5. 5. PR Audit Old New Borrowed Blue Ignite Communications Ltd
    6. 6. ‘Old’ tactics• Topicality - April Fools Ignite Communications Ltd
    7. 7. ‘Old’ tactics• Scarcity Ignite Communications Ltd
    8. 8. ‘Old’ tactics• Humour / Controversy Ignite Communications Ltd
    9. 9. ‘Old’ tactics• Statistics Ignite Communications Ltd
    10. 10. ‘Old’ tactics• Photo-call Ignite Communications Ltd
    11. 11. ‘Old’ tactics• Pets / Kids Ignite Communications Ltd
    12. 12. ‘New’ approaches• 247 news Ignite Communications Ltd
    13. 13. ‘New’ approaches• Apps Ignite Communications Ltd
    14. 14. ‘New’ approaches• Viral / digital content Ignite Communications Ltd
    15. 15. ‘New’ approaches• Power to the people Ignite Communications Ltd
    16. 16. ‘New’ approaches• Inside scoops Ignite Communications Ltd
    17. 17. ‘Borrowed’ credentials• Patriotism Ignite Communications Ltd
    18. 18. ‘Borrowed’ credentials• Talking heads Ignite Communications Ltd
    19. 19. ‘Borrowed’ credentials• Strategic partnerships Ignite Communications Ltd
    20. 20. ‘Borrowed’ credentials• Celebrity endorsements Ignite Communications Ltd
    21. 21. ‘Blue’ - bit of sauce!• Pippa’s derrière! = 72k Facebook fans Ignite Communications Ltd
    22. 22. ‘Blue’ - bit of sauce!• Sex sells Ignite Communications Ltd
    23. 23. ‘Blue’ - a prediction• Baby names and birth boom for 2012 New Year stories Ignite Communications Ltd
    24. 24. Handling a crisis• Tsunami of criticism!• Tackled head on• Turned to a positive• E-bay auction for UNICEF• Raised £81k Ignite Communications Ltd
    25. 25. ‘Implicit’ winners• Monarchy• Patriotism• Security services• Lookalikes = £1k a day fees• Mid-market national press = circulation for April +2.84%• UK Fashion = Burberry and Louis Vuitton 3 yr growth +29%• Pippa Middleton = £5m ‘Playboy offer’ Ignite Communications Ltd
    26. 26. UK ‘brand values’ enhanced• Organised / Recognised for quality• Middle-class demographic• Global appeal• Safe and stable• Attractive to investors / businesses• Cash rich = £22m bill for wedding Ignite Communications Ltd
    27. 27. Some numbers....• Economy boost = £620m• Grocery trade = £26m• TV audiences = 2bn (3p for average 3 hours viewing)• Google = record 400m vs 70m for Obama inauguration• T Mobile = 27m hits• Fake tan sales = +200% (source: Debenhams)• UK Pubs and Restaurants = +4% sales (source: Coffers Peaches Biz Tracker) Ignite Communications Ltd
    28. 28. Possible losers? Open to debate...• London Vision Clinic• Vauxhall• BT• British Cheese Board• Business = £6m lost productivity (source: FSB)• The Queen = Rumoured to be a funeral rehearsal! Ignite Communications Ltd
    29. 29. Learnings• Speed is key• Integrate your communications• Remain true to brand values / core offer• Be relevant and topical• Have some visual appeal• Involve customers / staff• Borrow other brands’ critical mass / values Ignite Communications Ltd
    30. 30. PR tip 1: Retain your integrity• Can you defend claims, stats, stories?• Is your story truly compelling?• Is it new and unique? Ignite Communications Ltd
    31. 31. PR tip 2: Use these ‘ingredients’• Topicality• Human Value• Visual appeal Ignite Communications Ltd
    32. 32. PR tip 3: Plan how to spread the story• Customer groups• Experts• ‘Talkers’ Ignite Communications Ltd
    33. 33. PR tip 4: Plan your social media strategy• Listen• Listen and inform• Listen, inform, engage• Listen, inform, engage, recruit• Listen, inform, engage, recruit, reward Ignite Communications Ltd
    34. 34. PR tip 5: Make it commercial• Scarcity = demand• Reciprocity = return favour• Authority = belief• Majority / Social proof = conformity• Consistency = my lifestyle• Liking = kinship Ignite Communications Ltd
    35. 35. Engage and enrol the whole business• Buying• Marketing• Finance• Employees• Customer services team Ignite Communications Ltd
    36. 36. And remember....plan for the worse!• Agree tonality / personality• Planned holding statements• Agreed spokesperson• Monitor for negativity• Work with industry authorities / experts / bodies to neutralise story Ignite Communications Ltd
    37. 37. Thank you for listeningRachel TaylorIgnite Communications Ltd@ignitecommsT: 01483 550 701M: 07787 436395 Ignite Communications Ltd

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