To understand how we can use PR for events it firstly useful to look at what PR is. This is a definition from the CIPR (Chartered Institute of Public Relations). The important parts to take from this are reputation, actions (what you say, do, what others say) planned and sustained and the link between an organisation and its publics.
There are many layers in the journalism hierarchy and each publications will vary slightly from the next. Although most will follow this simple structure. Editors – make the final decisions on what is included and all content goes through them. The Editor is a key person not only has they hold the most power but because they decide on and set the tone for the whole publication. Sub editors – There are usually a few of these, and their job is to lighten the load proof reading and cutting down text where necessary (especially in print)Reporters – usually have a specific ‘beat’ which the subject they cover eg news, finance, health. These are the people that deal with calls, press releases. A reporters main aim to is get as many by lines as possible and thus they have a fairly fast turn around eg daily or weekly. Feature writer – These people have a much slower turn around, more likely weekly to monthly deadlines. The type of stories they cover are much more in depth and therefore require more time and resources. Freelance – It may come as a surprise that a lot of writers even for national newspapers are freelance. Due to budget cuts and also for variety freelancers are used to bring stories in when called for. Bloggers- This title refers to writers of online content. They will cover issues and topics that are more general rather than breaking news, which is why they differ from online news reporters.
Opportunities – this is my job to find ways to get Chillisauce in to the news using some and all of these methods.
When I’m planning I need to be aware of what type of publications we are dealing with
When deciding on a story or event think how you can best incorporate a combination of these factors to best enhance your story and make it more likely to gain coverage. It may be that different elements of the event appeal to a different news value and thus can be directed to different publications.
From Huffington Post Thursday 7th Match. – Thousands (21,000 ) of customers unable to access money via ATMs or online in RBS Natwest technical meltdown.
Now we have covered what pr does and how news is generated we have come to the golden question. How do we get coverage?
Chillsauce acquired the worlds largest bra last year working for Vansh. They wanted a live event that would draw attention to them and to breast cancer awareness in 2011. With the bra still in our possession we wanted to create a buzz once again for BCC 2012. Same cause different approaches http://worldrecordbra.com/videos/hanging-the-worlds-largest-bra-in-london/87ft80BITV Tower
Every year with team now entering in marathon events not run by this walk the walk.
Part of the way we get the story out there is to use a press release. So this leads me on to press releases – they are the accepted format for delivering news to a journalist.
The lesson to be learnt here is that you can aim to get pr coverage but it doesn’t always come off. So how do you secure exposure? Pr is an important element to consider along with other marketing tools but there is also a lot of competition so you will need to make your story stand out. We have already discussed that journalists are busy people so we need to approach them the right information and materials that results in the coverage we want. Ratings/ page views – Ryan holiday
This is the key to making your story run. To pull this off you will need confidence, in depth knowledge of the story you are pitching the ability to think on your feet. Whenever you call a publication you can never guarantee who you will speak to or what mood they are in. Sometimes they are rude, but you have to consider that this is probably their 20th call of the day and its only 9am. If it is a strong story make sure you hook them with the best bits, you are strapped for time. If your call doesn’t go to plan, don’t be disheartened. Get straight back on the horse and make another call.
Its all well and good planning an great event, writing the perfect press release but a great way to secure coverage AND understand publications better is to build relationships with them. Think of this as a two way relationship, journalists want stories and we want coverage so arrange to meet them and discuss these ideas as well as learning what their key interests are.
Ask a journalist out for a coffee to discuss an upcoming event. Pro Tip – foind out there favourite coffee place or café and take them there.Go to networking and industry events – meet people exchange emails get talking.
Be active in the community you want to get coverage in.Share their work, have conversations, RT, mention
Offer photos, video, interviews or insights that no one else has access to! Cucumber example
Let’s start from why. Why relationship building with influential people is important for promoting your event online, especially now everyone at least has one social media profile, like facebook, twitter?
Relationship building starts from identifying influential people in your relevant niche. They can be popular bloggers or experts in a certain area. Suppose you are running fashion events and some blogs and websites are just as popular as Daily Mail and other news sites. So those popular fashion bloggers and famous designers will be your targets that you wanna reach out to and form a good relationship with. So that later on, they can blog or tweet about your events and help you spread the word online.After you finish your study, no matter you work in-house or in an agency, relationship building should take place as early as possible. So if you have an event in 5 days, e.g. a music festival, you wouldn’t end up worrying “omg, I don’t know any influential people to help me promote the event online.” Can I ask how many of you are on twitter? If you dedicate yourself to being a fashion pr, it’s just sensible to start building relationship now. The earlier, the better. Because relationship building takes time. 3-4 weeks is the least amount of time to build up one relationship with one journo or one blogger online.So you want to build relationship with those people. But not just any journalist or any blogger. You wanna reach out to those key influential people in your niche because any online buzz or trendy topics can’t go viral without leveraging the reputation of those famous people or experts in relevant niches.
Search twitter bio, compare users and analyse followers
E.g.Now back to you guys, if you specialise in fashion events and you want to contact fashion bloggers or sell your news story to journalists. This tool is to help you find those people who are using twitter and are interested in fashion and have the final say in terms of what news to put online.
They are so popular and there are so many people on twitter competing for their attention. And out of blue you send them a tweet; they would either ignore it, don’t care at all or think excuse me who is this? This is just like when you walk into a party, suppose you are the fashion editor of Vogue and I come up to you: hi, I have a fashion show next week, can you tweet it ? Do you want to cover my news. How would you feel?
JustinBieber is influential, but so many people tweet at him everyday. Chances are you will never get a response from him. So we are looking for those people in the sweet spot. Influential users with high social authority score.
Reach out by twitter, emails and phone calls.
Connect with them on twitter, retweet and share their work and comment on their blog post and answer their questions on twitter. If you want to get something back, you need to give first or play with their ego and make them feel good about themselves.It takes time to build and develop good relationship and trust with journalists and bloggers because for PR, it’s not just get one coverage and jog off. I’d suggest you spend 15-30 mins everyday on Twitter, G+ and Linkedin just to retweet, share and comment on their stuff to keep yourself on the radar. So next time when you reach out to them, things will be so much easier. Like Rebecca said, if you are pitching your news story to media people, no matter how amazing your story is, if it’s not relevant to the areas they cover, your event is near no where to get any press coverage or even a tweet from them.
It’s hard and takes time, but you don’t have to beg them for coverage or retweet.
E.g. World Record Bra news, we got coverage from Huffington Post and Yahoo News and Glamour. before the actual selling, you need to carefully craft your story and think about different angles to get in press and popular blogs. So good story, plus the long term relationship building with the right people, finally the campaign went on really well.
How you can integrate and leverage the relationships you have built into your social media strategies to promote your events online? It’s not like rocket science, but the trick is to know what social media tools to use and how to use them. I’m going to introduce you to 10 useful social media tips designed to help your events shine.
After your successful events, there’s still more things to do to get people constantly talking about your event.
A picture is worth more than 1,ooo words. People are always interested to have a quick overview of the events of last year or what it looks like this year. If you have a video or pictures to show them what they can expect to get out of this events, that would be much more effective than just text.Here’s an example of
Nothing motives people more than the opportunity to win something free. This is to help you generate some buzz before the event.This example is basically a blog post about the social media marketing world 2013 competition. If your client or company has a blog, you can start with a blog post where you describe the prize (and the event!) and how to participate.They made it very easy to enter the competition: tweet to enter This single blog post has got more than 4,000 people tweeted about it. Obviously they are all interested in social media and their followers must share the same interests with them. So this event was actually pushed in front of far more than 4000 people.Make it easy to enter the competition, otherwise people won’t be bothered.Note: keep the requirementsuper easy to maximize participation
If you are in London and look for something fun to do, what would you type in google?Many newspaper has what’s on section where allows people to submit their event details. But why? It’s all of marketing, think who your audience are, where they are and what they are interested in.You can reach out to Event Magazine, Stand Out magazine to pitch your event. Or reach out to bloggers in the same niche, like fashion bloggers, music bloggers, travel photographers and invite them to your event and help you to put your event in front of their audiences.
Those sites are London based, super popular and they have a large audience looking for things to do in London. If you run fashion events, your audience are here, and these are the places where you should get your events listed. And you should also build up a good relationship with those editors.
Ppl go to these sites for things to do. This is where you should be. Again, it’s about marketing and how to put yourself in front your audience.
The interview for your blog post is where you ask your experts to contribute a short write up on their favourite tip, tool or perspective on a specific topic that they would like to share and give away.You need to strike the balance between how much to give away and how much you need to hold back so that people are still intrigued to attend your event.
People will tweet out memorable lines from your event, so make sure everyone knows the Twitter hashtag and encourage them to use it: put it in your literature, on name tags, and announce it during your keynote.If you’re putting on a conference, it might be worthwhile to delegate someone “live blog” the sessions on twitter so that those people who are not able to attend your event can still have something to take away from your event. This would work extremely well if you have an international event. For example, every year distilled hosts 2 digital marketing conferences, one in London and one in Boston, but London is always a few days earlier than Boston one. If you have people live blogging London conference, people from the u.s. who follow distilled on twitter can see those tweets, so it’s also a good way to get people excited and start another wave of online buzz before the event actually starts.Again it helps to drive more people to come to your next event in the future.There are so many ways to use video at your event: quick interviews with attendees and speakers on Flip cams, recorded sessions, or live streaming the event.
Create a blog post of your reflections on how the event went, what you learned, and even how the next one could rock even harder. Ask for feedback and suggestions in the comments field. Post something similar to your Facebook page and encourage fans and friends to leave comments there as well.Upload your photos to Flickr and other photo sharing sites and get people constantly talking about the event.When you ask your presenters to share their slides on slideshare, make sure they put conference details there so that more people can find out about the event.
Digital PR for Events
Digital PR for EventsRebecca Lee Digital PRYang Li Digital Marketing Executive Tweet @rebeccalee1010
Agenda Lecture 2-3pm Seminar 3:15- 5pm• What is PR • Social tools tutorial• Why it is important for • Group activity Events • Group presentations• News generation – where it comes from, what makes new?• Case Studies• Digital PR Golden rules and top tips @rebeccalee1010