Digital PR for Events


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Rebecca Lee and Yang Li lecture at London Met to event management students on Digital PR for the Events Industry

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  • 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 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

    1. 1. Digital PR for EventsRebecca Lee Digital PRYang Li Digital Marketing Executive Tweet @rebeccalee1010
    2. 2. 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
    3. 3. What is Digital Public Relations?@rebeccalee1010 © Copyright 2013 Chillisauce Ltd
    4. 4. ....Public relations is about reputation - the result of what you do, what you say and what others say about you. - CIPR @rebeccalee1010 © Copyright 2013 Chillisauce Ltd
    5. 5. Why PR is important to the eventsindustry? @rebeccalee1010 © Copyright 2013 Chillisauce Ltd
    6. 6. Why Digital PR is important to theevents industry?• Publicity, promotion• Revenue, Sales• Online presence• Brand awareness• Message communication @rebeccalee1010 © Copyright 2013 Chillisauce Ltd
    7. 7. The Sun Newsroom, News Int.@rebeccalee1010 © Copyright 2013 Chillisauce Ltd
    8. 8. Editor(s) Sub editor(s) @rebeccalee1010 © Copyright 2013 Chillisauce Ltd
    9. 9. ReporterFeature writer @rebeccalee1010 © Copyright 2013 Chillisauce Ltd
    10. 10. Where does news come from? @rebeccalee1010 © Copyright 2013 Chillisauce Ltd
    11. 11. Opportunities Social Media News@rebeccalee1010 © Copyright 2013 Chillisauce Ltd
    12. 12. Long lead• Publications which take longer than a week print cycle eg weekly, monthly, annual publications.• Stories and features are gathered over a longer period of time @rebeccalee1010 © Copyright 2013 Chillisauce Ltd
    13. 13. Short lead• 2- 3 day life cycle• Breaking news @rebeccalee1010 © Copyright 2013 Chillisauce Ltd
    14. 14. Features• Features live within magazines, newspapers, supplements and online.• A type of coverage rather than a publication.• More in depth covering trending topics @rebeccalee1010 © Copyright 2013 Chillisauce Ltd
    15. 15. Adverts@rebeccalee1010 © Copyright 2013 Chillisauce Ltd
    16. 16. What makes news? @rebeccalee1010 © Copyright 2013 Chillisauce Ltd
    17. 17. What makes news?• Prominence• Proximity• currency• timeliness• Conflict• Impact• human interest• odd or unusual @rebeccalee1010 © Copyright 2013 Chillisauce Ltd Read more at Suite101:
    18. 18. Prominence- A story surrounding people or a person who is prominent@rebeccalee1010 © Copyright 2013 Chillisauce Ltd
    19. 19. Currency – Tagged ‘flavour of the month’ . when a particular story or theme is already being covered and further developments or side stories. Eg Horse meat scandal@rebeccalee1010 © Copyright 2013 Chillisauce Ltd
    20. 20. Odd or unusual– Stories thatshock or surprisethe reader. Thebiggest, smallest,craziest etc. @rebeccalee1010 © Copyright 2013 Chillisauce Ltd
    21. 21. Proximity@rebeccalee1010 © Copyright 2013 Chillisauce Ltd
    22. 22. Timeliness– hard hitting news reported there and then –sandals, information leaks, natural disasters @rebeccalee1010 © Copyright 2013 Chillisauce Ltd
    23. 23. Conflict– Conflict between people, businesses, countriesand can be hard hitting from war to celebrityfeuds. @rebeccalee1010 © Copyright 2013 Chillisauce Ltd
    24. 24. Impact– Something that impacts a large group of peoplerather than individuals @rebeccalee1010 © Copyright 2013 Chillisauce Ltd
    25. 25. Human interest– Peoples personal experiences, with a uniqueor interesting element @rebeccalee1010 © Copyright 2013 Chillisauce Ltd
    26. 26. How do we get coverage?Case Study: Breast Cancer Awareness Month2012 @rebeccalee1010 © Copyright 2013 Chillisauce Ltd
    27. 27. Year 1@rebeccalee1010 © Copyright 2013 Chillisauce Ltd
    28. 28. Year 2@rebeccalee1010 © Copyright 2013 Chillisauce Ltd
    29. 29. @rebeccalee1010 © Copyright 2013 Chillisauce Ltd
    30. 30. @rebeccalee1010 © Copyright 2013 Chillisauce Ltd
    31. 31. The results . . .Online and print coverage for each brand alltalking about Breast Cancer Awareness.But I’m sure there were also a few thatdidn’t. @rebeccalee1010 © Copyright 2013 Chillisauce Ltd
    32. 32. What is a press release? @rebeccalee1010 © Copyright 2013 Chillisauce Ltd
    33. 33. MEN WITH AOL EMAIL ADDRESSES MOST LIKELY TO VISIT STRIP CLUBSNew study reveals choice of mobile phone, email provider and internet browser can all give away men’s preferred stag weekend activitiesKey findings:• AOL email users most likely to book a trip to a strip club• Vodafone customers are most likely favour a lap dance as their most popular activity compared to other mobile network customers• Apple iPhone owners have the most friends• Those booking stag dos using their work email address splash out the most, spending more than £104 per person and travel 1,400 miles from homeYour email address is enough to give away how likely you are to visit a strip club, according to new stats from stag do experts with an AOL email address are the most likely to book a trip to a lap dancing venue as part of a stag weekend, while those booking through work, Gmail, Sky orHotmail accounts are more likely to plan activities such as pub crawls, eating out and nightclub entry.Event agency announced the findings from a study into the technology used by more than 97,000 customers. A raft of data has been revealed throughnew website, presenting a unique analysis of customer habits, comparing how details such as choice of mobile phone, email provider, internet browserand mobile network can all give away what a man’s preferred stag weekend activities might be.Those using their work email address to book stag weekends were found to spend the most money, splashing out an average of £104.62 per person, while AOL email userswere found to be the stingiest, with the lowest average spend of £92.52 per person.Adrian Simpson Director at said ‘The findings show how even the most seemingly innocent technology choices, such as a person’s email provider, couldinfluence somebody’s preferred activities. We have gathered data from more than 10 years in the industry to try and help understand what our customers want, but thefigures also throw up some intriguing patterns”.“There could be plenty of men with AOL email addresses or Vodafone customers too who are now sweating about what their wives and girlfriends think they get up to,” MrSimpson added.More information can be found at is an event agency which organises events and experiences throughout UK and Europe for more than 80,000 people a year, including stag and hendos, activity breaks and corporate events.For more information or interview requests contact:Rebecca @rebeccalee1010 © Copyright 2013 Chillisauce Ltd
    34. 34. Golden rules. . . @rebeccalee1010 © Copyright 2013 Chillisauce Ltd
    35. 35. Be Heard Above the Crowd@rebeccalee1010 © Copyright 2013 Chillisauce Ltd
    36. 36. Be a reliable source@rebeccalee1010 © Copyright 2013 Chillisauce Ltd
    37. 37. Add that extra sparkle• Content – relevant images, edited video, interviews• Create infographics, tables, graphs they can use to visualise the story• Readerships – offer reader opinion that you have resourced eg testimonials of an event @rebeccalee1010 © Copyright 2013 Chillisauce Ltd
    38. 38. The Sell in30 second intro90 second story tellSeal the deal @rebeccalee1010 © Copyright 2013 Chillisauce Ltd
    39. 39. My top sell in tips• Call from a quiet place• Have a script, but keep it natural• Have a few contacts at hand• Know who you are calling• If you get a no, ask why• Never put the phone down without a yes or a reason why it’s a no @rebeccalee1010 © Copyright 2013 Chillisauce Ltd
    40. 40. The Cherry on the Cake@rebeccalee1010 © Copyright 2013 Chillisauce Ltd
    41. 41. Build relationships@rebeccalee1010 © Copyright 2013 Chillisauce Ltd
    42. 42. Social networking@rebeccalee1010 © Copyright 2013 Chillisauce Ltd
    43. 43. Exclusives@rebeccalee1010 © Copyright 2013 Chillisauce Ltd
    44. 44. PR is not this . . . @rebeccalee1010 © Copyright 2013 Chillisauce Ltd
    45. 45. PR is this . . . @rebeccalee1010 © Copyright 2013 Chillisauce Ltd
    46. 46. Relationship building @Smiley_yang © Copyright 2013 Chillisauce Ltd
    47. 47. Relationship building @Smiley_yang © Copyright 2013 Chillisauce Ltd
    48. 48. Influence the influencers• Identify influential people in niches @Smiley_yang © Copyright 2013 Chillisauce Ltd
    49. 49. Influence the influencers• But where to find and ‘stalk’ them online? @Smiley_yang © Copyright 2013 Chillisauce Ltd
    50. 50. Awesome tools Little BirdFollowerwonk @Smiley_yang © Copyright 2013 Chillisauce Ltd
    51. 51. @Smiley_yang © Copyright 2013 Chillisauce Ltd
    52. 52. Tweets, following, followers, days old,social authority @Smiley_yang © Copyright 2013 Chillisauce Ltd
    53. 53. Who are you?! @Smiley_yang © Copyright 2013 Chillisauce Ltd
    54. 54. Sweet spot: people who are both influential and also likely to respond to anyengagement that you direct at them @Smiley_yang © Copyright 2013 Chillisauce Ltd
    55. 55. Reach out @Smiley_yang © Copyright 2013 Chillisauce Ltd
    56. 56. Outreach dos & dont’s• Connect with them on social media• Retweet and share their work• Do read their articles and blogs• Meet them offline and nurture the relationships• Spend 15- 30 mins everyday on Twitter, G+, LinkedIn• Do not come up to them with no research• Do not leave generic comments on their work: ‘great; love it; interesting’. @Smiley_yang © Copyright 2013 Chillisauce Ltd
    57. 57. Please cover and tweet my news? @Smiley_yang © Copyright 2013 Chillisauce Ltd
    58. 58. Right people + A good plan = Win @Smiley_yang © Copyright 2013 Chillisauce Ltd
    59. 59. What happens next? Let’s get down to the planning! How to promote your event online?@Smiley_yang © Copyright 2013 Chillisauce Ltd
    60. 60. Planning Before During After @Smiley_yang © Copyright 2013 Chillisauce Ltd
    61. 61. Before your event• #1. Create stellar video with great visuals and sound to engage and drive people to your event. Leverage it everywhere: Event Page, Vimeo/Youtube, Facebook, and in articles.• Example: Social Media Marketing World 2013 @Smiley_yang © Copyright 2013 Chillisauce Ltd
    62. 62. Before your event• #2. Give away tickets to amp up the buzz @Smiley_yang © Copyright 2013 Chillisauce Ltd
    63. 63. Before your event• #3. Get Listed on other websites:• Local Newspaper sites• Relevant publications and blogs @Smiley_yang © Copyright 2013 Chillisauce Ltd
    64. 64. Examples @Smiley_yang © Copyright 2013 Chillisauce Ltd
    65. 65. Before your event• #3. Get Listed on other websites:• Other sites such as Eventful, MeetUp• Post in Your Networks: LinkedIn, Google+ Events, etc. @Smiley_yang © Copyright 2013 Chillisauce Ltd
    66. 66. Before your event• #4. Interview speakers for special content• Create a ‘group tips’ blog post and pool that knowledge into a great blog post• Example: Pro tips + Event• The Hottest Social Media Tools Expert Use Today @Smiley_yang © Copyright 2013 Chillisauce Ltd
    67. 67. During your event• #5. The Hashtags to make your event more findable, searchable and memorable.• #6. Live Blogging on Twitter or Facebook.• #7. Thoughts on Video. @Smiley_yang © Copyright 2013 Chillisauce Ltd
    68. 68. After your event• #8. Create a blog post of your reflections on how the event went, what you have learned and how the next one could rock even harder.• #9. Upload your photos to photo sharing sites.• #10. Ask your presenters to share their slides on slideshare again with appropriate tags, titles and links. @Smiley_yang © Copyright 2013 Chillisauce Ltd
    69. 69. @rebeccalee1010 @smiley_yang Tweet @rebeccalee1010