Propaganda 2.0
Getting More From New Public Relations
Platforms... And a bit about old-school
PR
Propaganda 2.0 – The Plan
 Background
– What we do
– Who we do it for
 Online v Traditional Public Relations
– Situation...
What we do
 We put brands in consumer’s minds
– Online
– Offline
 We give brands a voice
– Interaction with consumers
– ...
Who we do it for
 Who do we work with?
– Affiliate Sector
• MyVoucherCodes
• sunshine.co.uk
• Just-Eat.co.uk
– Wider Indu...
Online v Traditional Public Relations
 Situation Analysis:
 Consumer influences have changed
– 10 Years Ago Was:
• Paren...
Influential Online Platforms
 Where your brand needs to be & you can influence
– Google remains number one
• Web search
•...
Online, Good, Bad & Ugly
 Example of Good Online Brand Campaign
– Barack Obama
• Multi platform viral campaign
 Combined...
Online, Good, Bad & Ugly
 Example of Bad Online Brand Campaign
– Conservative Party
• Twitter Engagement Lets Modernisati...
Online, Good, Bad & Ugly
 Example of Ugly Online Brand Campaign
– Skittles
• Went wrong and refuse to accept it went wron...
How to Reach New Audiences
 Getting Maximum Online Coverage
– Need to plan
• How will you encourage interaction?
• Who wi...
How to Reach New Audiences
 Online Media Toolkit
– PR Tools
• Daryl Wilcox
– Response Source
– Source Wire
– Press Associ...
Old School PR Tactics
 Three types of PR
– Driving Sales
– Profile/Awareness
– Crisis communications
 Greater impact tha...
Why the Media Needs You!
 The papers need to fill space
– Need your press releases
– Tight deadlines
– No budget for big ...
Why the Media Needs You... cont
Metro (most influential paper in UK)
1 – Refurbishment of Mr Benn (PR)
1A – Pic to support...
Why the Media Needs You... cont
Regional London
1 – Enron appeal press release (PR)
2 – Clothing company PR Hot Tuna
3 – D...
Making Yourself Accessible to The Media
 Journalists Need Info Quickly
– Make information accessible
– Go over and above ...
Identifying a Press Release Angle
 Several to choose from:
– Business Milestone
• Birthday, £m turnover etc
• Key busines...
Writing a Press Release
 Max 2 pages
 Don’t sweat the headline – the papers do this
– Clear, can be funny, not complicat...
Writing a Press Release
 Quote from you
– Talk about how pleased you are
– Maybe the problems that you company/product so...
Issuing & Following up a Press Release
 Always issue to print/broadcast media first
– Less likely to use if they see stor...
Issuing & Following up a Press Release
 Dreaded follow up call!
– Plan key Points
– Find number on Google
– Ask for named...
Issuing & Following up a Press Release
 Tell them about the pictures you have
 Awkward Questions?
– Ask for deadline inf...
Online Media Submission
 Online release differs to off-line
 Optimise online release headline for SEO
 Move company nam...
Realistic Expectations
 Media sees many new brands/products come and go
– No time to check information
 Many ignore firs...
Make the Most of Media Opportunities
 You Only Get One Chance with Media
 Keep calling to follow up
– Suggest other rela...
Further Reading
 All information mentioned in this presentation available from:
 andy@10yetis.co.uk
 Thanks!
ANY QUESTI...
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New Web And Traditional PR Strategies

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Transcript of "New Web And Traditional PR Strategies"

  1. 1. Propaganda 2.0 Getting More From New Public Relations Platforms... And a bit about old-school PR
  2. 2. Propaganda 2.0 – The Plan  Background – What we do – Who we do it for  Online v Traditional Public Relations – Situation Analysis • Influential Online Platforms – Good, Bad & Ugly • Influential Offline Platforms – Good, Bad & Ugly  How to Reach New Audiences – Getting Maximum Online Coverage – Online Media Toolkit  Reaching out to Traditional Media – Old School PR Tactics & How To Guides  Tools of the Trade  Q&A
  3. 3. What we do  We put brands in consumer’s minds – Online – Offline  We give brands a voice – Interaction with consumers – Educate media – Highlight the important topics  Get Brands out of the Shizzle – Advise when things go bad – Help plan the communication of difficult messages
  4. 4. Who we do it for  Who do we work with? – Affiliate Sector • MyVoucherCodes • sunshine.co.uk • Just-Eat.co.uk – Wider Industry • IKEA (Family Mobile) • TotalJobs • yasni • Tweetminster  Why people choose us – Marry online and offline media relations together – Early adopters of online marketing and media relations – Great track record in gaining media coverage
  5. 5. Online v Traditional Public Relations  Situation Analysis:  Consumer influences have changed – 10 Years Ago Was: • Parents, peers, newspapers, TV, magazine – Now: • Internet, Own Research Direct to Brand, Specialist Magazine  Online Influence on Consumers is always Rising – At expense of TV  Newspapers not dead – Still very influential, but influence is not reflected in circulation figures • Metro Number One for Consumer Influence
  6. 6. Influential Online Platforms  Where your brand needs to be & you can influence – Google remains number one • Web search • News • Collaboration with YouTube (high ranking) – Amazon/ Trip Advisor/ UGC Review sites • Customer Reviews – Comparison Sites • Price orientated influence • Are public losing faith in this platform? – Twitter/Facebook/MySpace/Bebo • Not always good influence • Bad news travels quick
  7. 7. Online, Good, Bad & Ugly  Example of Good Online Brand Campaign – Barack Obama • Multi platform viral campaign  Combined YouTube, Twitter, MySpace, Facebook & Own site  Highlights – 1600 videos on YouTube page – First presidential candidate to buy gaming ad space – Leveraged celebrity contacts (Sarah Silverman, encouraging Jewish community to vote Obama) – UGC competitions broke records – Parody of Apple 1984 Commercial – Site set up to address miscommunication by rivals  This can all be replicated by a brand
  8. 8. Online, Good, Bad & Ugly  Example of Bad Online Brand Campaign – Conservative Party • Twitter Engagement Lets Modernisation Plans Down  Commit Cardinal Twitter/FaceBook Sins – Regurgitate Blog Post Titles – One Way Interaction – Don’t Reply to Questions – Tory MP’s Don’t Interact with Each Other
  9. 9. Online, Good, Bad & Ugly  Example of Ugly Online Brand Campaign – Skittles • Went wrong and refuse to accept it went wrong  Skittles Demonstrated it is Out of Touch – Expected “Yoof” market to self moderate – Failed to remove campaign – Internet now filled with negative Skittle comments – Became a consumer challenge to cause maximum offence
  10. 10. How to Reach New Audiences  Getting Maximum Online Coverage – Need to plan • How will you encourage interaction? • Who will manage? • What will be your tone? • How will you react to negativity?  No No’s – Facebook Groups • Done to death • Find alternative common interest – One way Twittering – Link spam – Asking Journo’s if they got your Press Release!
  11. 11. How to Reach New Audiences  Online Media Toolkit – PR Tools • Daryl Wilcox – Response Source – Source Wire – Press Association  Case Study – Ps3PriceCompare.co.uk – Focussed Entirely on Press Association – This Resulted in GLOBAL coverage with influential weblinks
  12. 12. Old School PR Tactics  Three types of PR – Driving Sales – Profile/Awareness – Crisis communications  Greater impact than advertising campaign – Trusted source of information  Much more cost effective than advertising – Full page ad in national newspaper circa £30k – PR is less costly, with higher potential exposure  Search Engine Optimisation – Relevant links and traffic – High profile media links (BBC, Sky, MSN, Metro)
  13. 13. Why the Media Needs You!  The papers need to fill space – Need your press releases – Tight deadlines – No budget for big research stories  The journo’s want to hear from you – Especially business owners over evil PR’s – High Number of Journo’s on Twitter  Many national/regional papers today packed with press release driven stories... Have a look at the following examples:
  14. 14. Why the Media Needs You... cont Metro (most influential paper in UK) 1 – Refurbishment of Mr Benn (PR) 1A – Pic to support Mr Benn 2 – Keane (the band) PR stunt Album on memory stick and not CD 3. Research driven story about dogs 4. Royal Mail survey from press release
  15. 15. Why the Media Needs You... cont Regional London 1 – Enron appeal press release (PR) 2 – Clothing company PR Hot Tuna 3 – Debenhams PR on sales 4 – BP – Neg headline but release driven 5 – PR stunt for Great Ormond St Hosp
  16. 16. Making Yourself Accessible to The Media  Journalists Need Info Quickly – Make information accessible – Go over and above to help  Media Section on Website – Press Releases – Past Coverage – Business USP’s/Key Facts – Images • Logos • Key People Head Shots – Media Sheet – Contact Info – Case Study Information
  17. 17. Identifying a Press Release Angle  Several to choose from: – Business Milestone • Birthday, £m turnover etc • Key business win • New Employees – Good For regional especially – Survey Driven • 8 out of 10 cats • Use existing customer database to email out to • SurveyMonkey.com, affordable and reputable – New Product Launch – Some form of stunt – Piggyback on current story • Green (climate change) • Credit Crunch • Obesity
  18. 18. Writing a Press Release  Max 2 pages  Don’t sweat the headline – the papers do this – Clear, can be funny, not complicated – Needs to be noticed (maybe put part in caps)  2 sentence summary under title – Often the only bit a journo reads and base their decision on  Opening para has the who, what, why, where, when, how info – 2 sentence paragraph – Contains all the key information  Second para has company name in – Not in first para – Change for online media
  19. 19. Writing a Press Release  Quote from you – Talk about how pleased you are – Maybe the problems that you company/product solves etc  Quote from 3rd party advocate – Someone (not your mum) to say how good your business is – Supports what you say  Where more info can be found – Web address  Editors Notes – Contact info – USP’s  Supporting Photos? Mention them – Media has no budget for snappers
  20. 20. Issuing & Following up a Press Release  Always issue to print/broadcast media first – Less likely to use if they see story across the web  Finding Contact Info – Read mags/papers you want to target – Find journo names – Google them and you will often find email details – Avoid editor@theregionalblah.co.uk or News@somepaper.com  Best day to send  Personalise the email to the journo – Don’t mass send – Don’t BCC or CC them all in – Make the journo feel special  Paste press release into section under main body of email – No big photos – Don’t attach release
  21. 21. Issuing & Following up a Press Release  Dreaded follow up call! – Plan key Points – Find number on Google – Ask for named journo  Never ask if they received the release – Journo’s hate this – Ask, “what did you think of the release I sent over” – Or, “Is there any more information you need about the release I sent over”  If journo on holiday ask if there is someone else you could talk to about a story  Most journo’s are too cool for school! – Will always say they have not seen the release – Come across as grumpy – They are just short on time – Well known national media get upwards of 1500 emails a day
  22. 22. Issuing & Following up a Press Release  Tell them about the pictures you have  Awkward Questions? – Ask for deadline info & call back  Try and build relationship – Future comment opportunities – Potentially try and meet them – “Forward Feature” opportunities  Keep calling to follow up – Suggest other related angles
  23. 23. Online Media Submission  Online release differs to off-line  Optimise online release headline for SEO  Move company name to para one – Headline & first para is often all you get  Online release submission sites – Daryl Wilcox is best for “real” news coverage – PR Web/Pressbox etc, only good for SEO  Relevant bloggers – Avoid the prickly ones  Use company Social Networking pages – Twitter  Business/consumer discussion forums
  24. 24. Realistic Expectations  Media sees many new brands/products come and go – No time to check information  Many ignore first story – to avoid being embarrassed – Exceptions are trusted/known brand associations  Launch release has limited chance of coverage – Good form of media introduction  Need to keep dripping stories to the press – Monthly – Careful not to saturate target media  If a story bombs move on and learn from it – Don’t try to re-launch it
  25. 25. Make the Most of Media Opportunities  You Only Get One Chance with Media  Keep calling to follow up – Suggest other related angles  Don’t be afraid to disagree  “Sex-Up” your answers – Flowery soundbites – Quirky replies – Be memorable  Relax and have fun! – Journo’s want you to do well – Makes them look good
  26. 26. Further Reading  All information mentioned in this presentation available from:  andy@10yetis.co.uk  Thanks! ANY QUESTIONS?

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