Mark Thomas - Leicester University Visiting Lecture, November 2011
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Mark Thomas - Leicester University Visiting Lecture, November 2011






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Mark Thomas - Leicester University Visiting Lecture, November 2011 Mark Thomas - Leicester University Visiting Lecture, November 2011 Presentation Transcript

  • This lecture  My background, how I got into PR  About Word Association, 20th year  What I’ve learned and how we work  Strategy and ten tactical tips  Future role of PR graduates in work
  • My background  30 years ago, sat where you are  Local newspaper journalist  In house PR and freelance travel writing  Set up Word Association in 1991  Named top in East Mids this year
  • PR WeekPublic Sectorleague table,July 2011
  • So who are we? Others: Printers Photographers Researchers Social media Technical web Advert space buyers Display production
  • Who we work for?
  • What do we do?
  • How do we work?
  • Our unique 12 point guarantee  Strategy   Ethical  PR   Amends  Service   Deadlines  Value   Choice  Copy   Research  Access   Fun
  • Communications Strategy
  • So who are your customers?  Gender  Age  Location  Employment  Family type
  • But what are they really like?
  • Messages and USP
  • Messages and USP
  • Other considerations  Financial  People  Evaluation  Timescales  The plan
  • Top 10 tactical tips  PR - just part of mix   Credible   How to write   Cost effective   Measure through AVE
  • Top 10 tactical tips  PR – making stories   National   Topicality   Local-ness   Angles   Focus on media
  • Top 10 tactical tips  Websites   Focus on your audience   Update, link, develop   Market, adwords and SEO   Learn from the experts, big buttons, thumbs up girl
  • Top 10 tactical tips  Social media   Essential now   Audience getting older   Clear on goals   Interact   Cost effective
  • Top 10 tactical tips  Power writing   It’s about them   What’s In It For Me, WII FM   Answer ‘So What?’   Use AIDA approach   Talk about benefits
  • Top 10 tactical tips  Events/networking   Often ignored   Vital getting face- to-face   Takes time   Effective
  • Top 10 tactical tipsNewsletters/ezines  Keep in touch  Tracking via internet  Traditional vs online  Can be powerful
  • Top 10 tactical tipsDirect mail  Targeting  Delivery  Clarity of message  Benefits of long copy
  • Top 10 tactical tipsAdvertising  Traditional v Online  Clarity of message, design & copy  Plan and negotiate on media  Effective but expensive
  • Top 10 tactical tipsOther  Exhibiting – pull-ups to trade shows  Awards and conferences  Branding  Evalutate
  • Future Work principles  Trust your people  Reward output  Understand the business case  Start at the top  Treat people as individuals
  • Top 10 tactical tipsSo many opportunities…Social media – Flickr, NingYouTubeNever ending researchSo go for it!
  • Keep in touch!Twitter: @markedthomas or@WAMidlandsFacebook: Word