Propaganda 4U 10 Yetis Guide to Making You Famous
What Am I Going to Waffle About? <ul><li>Background </li></ul><ul><ul><li>Overview of public relations </li></ul></ul><ul>...
Our Background <ul><li>Who do we work with? </li></ul><ul><ul><li>Affiliate Sector </li></ul></ul><ul><ul><ul><li>MyVouche...
What is Public Relations <ul><li>Early Origins </li></ul><ul><ul><li>1800’s  </li></ul></ul><ul><ul><ul><li>USA Circus Pro...
What is Public Relations... continued <ul><li>Today: </li></ul><ul><ul><li>Product = part of the marketing mix </li></ul><...
What are the Benefits <ul><li>Three types of PR </li></ul><ul><ul><li>Driving Sales </li></ul></ul><ul><ul><li>Profile/Awa...
What are the Benefits.... cont <ul><li>No such thing as bad PR? </li></ul><ul><ul><li>Controversy generates awareness </li...
Why the Media Needs You! <ul><li>The papers need to fill space </li></ul><ul><ul><li>Need your press releases </li></ul></...
Why the Media Needs You... cont <ul><li>Metro (most influential paper in UK) </li></ul><ul><li>1 – Refurbishment of Mr Ben...
Why the Media Needs You... cont <ul><li>Regional London </li></ul><ul><li>1 – Enron appeal press release (PR) </li></ul><u...
Why the Media Needs You... cont <ul><li>Regional Bristol </li></ul><ul><li>–  Advertorial (boo-hiss) </li></ul><ul><li>- A...
Making Yourself Accessible to The Media <ul><li>Journalists Need Info Quickly </li></ul><ul><ul><li>Make information acces...
Identifying a Press Release Angle <ul><li>Several to choose from: </li></ul><ul><ul><li>Business Milestone </li></ul></ul>...
Writing a Press Release <ul><li>Max 2 pages  </li></ul><ul><li>Don’t sweat the headline – the papers do this </li></ul><ul...
Writing a Press Release <ul><li>Quote from you </li></ul><ul><ul><li>Talk about how pleased you are </li></ul></ul><ul><ul...
Issuing & Following up a Press Release <ul><li>Always issue to print/broadcast media first </li></ul><ul><ul><li>Less like...
Issuing & Following up a Press Release <ul><li>Dreaded follow up call! </li></ul><ul><ul><li>Plan key Points </li></ul></u...
Issuing & Following up a Press Release <ul><li>Tell them about the pictures you have </li></ul><ul><li>Awkward Questions? ...
Online Media Submission <ul><li>Online release differs to off-line </li></ul><ul><li>Optimise online release headline for ...
Realistic Expectations <ul><li>Media sees many new brands/products come and go </li></ul><ul><ul><li>No time to check info...
Make the Most of Media Opportunities <ul><li>You Only Get One Chance with Media </li></ul><ul><li>Keep calling to follow u...
Online v Offline, Future Media Trends <ul><li>Current Media Snapshot </li></ul><ul><ul><li>Our Newspaper Sales Survey Said...
Online v Offline, Future Media Trends <ul><li>Our Predictions </li></ul><ul><li>Possible consolidation of print media </li...
Further Reading <ul><li>All information mentioned in this presentation available from: </li></ul><ul><li>www.10Yetis.co.uk...
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Offline & Online PR - Andy Barr/10Yetis

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Offline & Online PR - Andy Barr/10Yetis

  1. 1. Propaganda 4U 10 Yetis Guide to Making You Famous
  2. 2. What Am I Going to Waffle About? <ul><li>Background </li></ul><ul><ul><li>Overview of public relations </li></ul></ul><ul><ul><ul><li>What are the benefits </li></ul></ul></ul><ul><li>Why the media needs you </li></ul><ul><ul><li>Making Yourself Accessible to the Media </li></ul></ul><ul><ul><ul><li>Identifying a press release angle </li></ul></ul></ul><ul><li>Writing a press release </li></ul><ul><ul><li>Issuing & following up a press release </li></ul></ul><ul><ul><ul><li>Online Media Submission </li></ul></ul></ul><ul><li>Realistic Expectations </li></ul><ul><ul><li>Make the Most of Media Opportunities </li></ul></ul><ul><li>Online v Offline </li></ul><ul><li>Q&A </li></ul>
  3. 3. Our Background <ul><li>Who do we work with? </li></ul><ul><ul><li>Affiliate Sector </li></ul></ul><ul><ul><ul><li>MyVoucherCodes </li></ul></ul></ul><ul><ul><ul><li>sunshine.co.uk </li></ul></ul></ul><ul><ul><ul><li>Just-Eat.co.uk </li></ul></ul></ul><ul><ul><li>Wider Industry </li></ul></ul><ul><ul><ul><li>IKEA </li></ul></ul></ul><ul><ul><ul><li>TotalJobs </li></ul></ul></ul><ul><ul><ul><li>MyProtein </li></ul></ul></ul><ul><li>Why people choose us </li></ul><ul><ul><li>Marry online and offline media relations together </li></ul></ul><ul><ul><li>Early adopters of online marketing and media relations </li></ul></ul><ul><ul><li>Great track record in gaining media coverage </li></ul></ul>
  4. 4. What is Public Relations <ul><li>Early Origins </li></ul><ul><ul><li>1800’s </li></ul></ul><ul><ul><ul><li>USA Circus Promoter </li></ul></ul></ul><ul><li>Not Got Much Better! </li></ul><ul><li>1900’s </li></ul><ul><ul><ul><li>Propaganda in WW1 & WW2 </li></ul></ul></ul><ul><ul><ul><li>Slowly adapted to be used in industry </li></ul></ul></ul><ul><li>2000’s </li></ul><ul><ul><ul><li>Multi-billion pound industry </li></ul></ul></ul><ul><ul><ul><li>In UK, Public Relations Consultants Association saw incomes rise from £18m in 1983 to £401m in 2001 </li></ul></ul></ul><ul><ul><ul><li>Heart of everyday life </li></ul></ul></ul>“ Let the public be fooled ” Phineas Taylor Barnum
  5. 5. What is Public Relations... continued <ul><li>Today: </li></ul><ul><ul><li>Product = part of the marketing mix </li></ul></ul><ul><ul><li>Corporate = defence mechanism </li></ul></ul><ul><li>Place messages in the media </li></ul><ul><ul><ul><li>Internet </li></ul></ul></ul><ul><ul><ul><li>Newspapers </li></ul></ul></ul><ul><ul><ul><li>Television </li></ul></ul></ul><ul><ul><ul><li>Radio </li></ul></ul></ul><ul><li>PR should be at the heart of decision making process </li></ul><ul><ul><li>“ PR-Centric” </li></ul></ul><ul><li>Public relations is the practice of getting attention and shaping public opinion (CiPR Waffle 2007) </li></ul>
  6. 6. What are the Benefits <ul><li>Three types of PR </li></ul><ul><ul><li>Driving Sales </li></ul></ul><ul><ul><li>Profile/Awareness </li></ul></ul><ul><ul><li>Crisis communications </li></ul></ul><ul><li>Greater impact than advertising campaign </li></ul><ul><ul><li>Trusted source of information </li></ul></ul><ul><li>Much more cost effective than advertising </li></ul><ul><ul><li>Full page ad in national newspaper circa £30k </li></ul></ul><ul><ul><li>PR is less costly, with higher potential exposure </li></ul></ul><ul><li>Search Engine Optimisation </li></ul><ul><ul><li>Relevant links and traffic </li></ul></ul><ul><ul><li>High profile media links (BBC, Sky, MSN, Metro) </li></ul></ul><ul><li>Potential To Go Viral </li></ul><ul><ul><li>Social networking sites </li></ul></ul><ul><ul><li>Big Blog Trigger </li></ul></ul>
  7. 7. What are the Benefits.... cont <ul><li>No such thing as bad PR? </li></ul><ul><ul><li>Controversy generates awareness </li></ul></ul><ul><ul><ul><li>Littlewoods Discount Code Claw-back Story </li></ul></ul></ul><ul><ul><ul><li>Mercenaries 2 - Free Petrol </li></ul></ul></ul><ul><li>Beneficial if Handled Correctly </li></ul><ul><li>Can get quick results/action </li></ul><ul><ul><li>Companies fear bad PR! </li></ul></ul><ul><ul><li>Shame organisations into action </li></ul></ul><ul><ul><ul><li>Coca Cola Desani </li></ul></ul></ul><ul><ul><ul><li>10p Tax U-Turn </li></ul></ul></ul><ul><li>Positive media </li></ul><ul><ul><li>Motivates employees and impresses your customers </li></ul></ul><ul><ul><li>Great to put “as featured in” on your website and sales propaganda </li></ul></ul><ul><li>I AM BIASED BUT... </li></ul><ul><ul><li>Pound for Pound I believe PR Represents the Best Bang </li></ul></ul><ul><ul><li>for your Buck </li></ul></ul>
  8. 8. Why the Media Needs You! <ul><li>The papers need to fill space </li></ul><ul><ul><li>Need your press releases </li></ul></ul><ul><ul><li>Tight deadlines </li></ul></ul><ul><ul><li>No budget for big research stories </li></ul></ul><ul><li>The journo’s want to hear from you </li></ul><ul><ul><li>Especially business owners over evil PR’s </li></ul></ul><ul><li>Many national/regional papers today packed with press release driven stories... Have a look at the following examples: </li></ul>
  9. 9. Why the Media Needs You... cont <ul><li>Metro (most influential paper in UK) </li></ul><ul><li>1 – Refurbishment of Mr Benn (PR) </li></ul><ul><li>1A – Pic to support Mr Benn </li></ul><ul><li>2 – Keane (the band) PR stunt </li></ul><ul><li>Album on memory stick and not CD </li></ul><ul><li>Research driven story about dogs </li></ul><ul><li>Royal Mail survey from press release </li></ul>
  10. 10. Why the Media Needs You... cont <ul><li>Regional London </li></ul><ul><li>1 – Enron appeal press release (PR) </li></ul><ul><li>2 – Clothing company PR Hot Tuna </li></ul><ul><li>3 – Debenhams PR on sales </li></ul><ul><li>4 – BP – Neg headline but release driven </li></ul><ul><li>5 – PR stunt for Great Ormond St Hosp </li></ul>
  11. 11. Why the Media Needs You... cont <ul><li>Regional Bristol </li></ul><ul><li>– Advertorial (boo-hiss) </li></ul><ul><li>- Airline Press Release </li></ul><ul><li>- Office move for company (PR) </li></ul><ul><li>Advertorial </li></ul><ul><li>Airbus PR </li></ul>
  12. 12. Making Yourself Accessible to The Media <ul><li>Journalists Need Info Quickly </li></ul><ul><ul><li>Make information accessible </li></ul></ul><ul><ul><li>Go over and above to help </li></ul></ul><ul><li>Media Section on Website </li></ul><ul><ul><li>Press Releases </li></ul></ul><ul><ul><li>Past Coverage </li></ul></ul><ul><ul><li>Business USP’s/Key Facts </li></ul></ul><ul><ul><li>Images </li></ul></ul><ul><ul><ul><li>Logos </li></ul></ul></ul><ul><ul><ul><li>Key People Head Shots </li></ul></ul></ul><ul><ul><li>Media Sheet </li></ul></ul><ul><ul><li>Contact Info </li></ul></ul><ul><ul><li>Case Study Information </li></ul></ul>
  13. 13. Identifying a Press Release Angle <ul><li>Several to choose from: </li></ul><ul><ul><li>Business Milestone </li></ul></ul><ul><ul><ul><li>Birthday, £m turnover etc </li></ul></ul></ul><ul><ul><ul><li>Key business win </li></ul></ul></ul><ul><ul><ul><li>New Employees </li></ul></ul></ul><ul><ul><ul><ul><li>Good For regional especially </li></ul></ul></ul></ul><ul><ul><li>Survey Driven </li></ul></ul><ul><ul><ul><li>8 out of 10 cats </li></ul></ul></ul><ul><ul><ul><li>Use existing customer database to email out to </li></ul></ul></ul><ul><ul><ul><li>SurveyMonkey.com, affordable and reputable </li></ul></ul></ul><ul><ul><li>New Product Launch </li></ul></ul><ul><ul><li>Some form of stunt </li></ul></ul><ul><ul><li>Piggyback on current story </li></ul></ul><ul><ul><ul><li>Green (climate change) </li></ul></ul></ul><ul><ul><ul><li>Credit Crunch </li></ul></ul></ul><ul><ul><ul><li>Obesity </li></ul></ul></ul>
  14. 14. Writing a Press Release <ul><li>Max 2 pages </li></ul><ul><li>Don’t sweat the headline – the papers do this </li></ul><ul><ul><li>Clear, can be funny, not complicated </li></ul></ul><ul><ul><li>Needs to be noticed (maybe put part in caps) </li></ul></ul><ul><li>2 sentence summary under title </li></ul><ul><ul><li>Often the only bit a journo reads and base their decision on </li></ul></ul><ul><li>Opening para has the who, what, why, where, when, how info </li></ul><ul><ul><li>2 sentence paragraph </li></ul></ul><ul><ul><li>Contains all the key information </li></ul></ul><ul><li>Second para has company name in </li></ul><ul><ul><li>Not in first para </li></ul></ul><ul><ul><li>Change for online media </li></ul></ul>
  15. 15. Writing a Press Release <ul><li>Quote from you </li></ul><ul><ul><li>Talk about how pleased you are </li></ul></ul><ul><ul><li>Maybe the problems that you company/product solves etc </li></ul></ul><ul><li>Quote from 3 rd party advocate </li></ul><ul><ul><li>Someone (not your mum) to say how good your business is </li></ul></ul><ul><ul><li>Supports what you say </li></ul></ul><ul><li>Where more info can be found </li></ul><ul><ul><li>Web address </li></ul></ul><ul><li>Editors Notes </li></ul><ul><ul><li>Contact info </li></ul></ul><ul><ul><li>USP’s </li></ul></ul><ul><li>Supporting Photos? Mention them </li></ul><ul><ul><li>Media has no budget for snappers </li></ul></ul>
  16. 16. Issuing & Following up a Press Release <ul><li>Always issue to print/broadcast media first </li></ul><ul><ul><li>Less likely to use if they see story across the web </li></ul></ul><ul><li>Finding Contact Info </li></ul><ul><ul><li>Read mags/papers you want to target </li></ul></ul><ul><ul><li>Find journo names </li></ul></ul><ul><ul><li>Google them and you will often find email details </li></ul></ul><ul><ul><li>Avoid [email_address] or [email_address] </li></ul></ul><ul><li>Best day to send </li></ul><ul><li>Personalise the email to the journo </li></ul><ul><ul><li>Don’t mass send </li></ul></ul><ul><ul><li>Don’t BCC or CC them all in </li></ul></ul><ul><ul><li>Make the journo feel special </li></ul></ul><ul><li>Paste press release into section under main body of email </li></ul><ul><ul><li>No big photos </li></ul></ul><ul><ul><li>Don’t attach release </li></ul></ul>
  17. 17. Issuing & Following up a Press Release <ul><li>Dreaded follow up call! </li></ul><ul><ul><li>Plan key Points </li></ul></ul><ul><ul><li>Find number on Google </li></ul></ul><ul><ul><li>Ask for named journo </li></ul></ul><ul><li>Never ask if they received the release </li></ul><ul><ul><li>Journo’s hate this </li></ul></ul><ul><ul><li>Ask, “what did you think of the release I sent over” </li></ul></ul><ul><ul><li>Or, “Is there any more information you need about the release I sent over” </li></ul></ul><ul><li>If journo on holiday ask if there is someone else you could talk to about a story </li></ul><ul><li>Most journo’s are too cool for school! </li></ul><ul><ul><li>Will always say they have not seen the release </li></ul></ul><ul><ul><li>Come across as grumpy – They are just short on time </li></ul></ul><ul><ul><li>Well known national media get upwards of 1500 emails a day </li></ul></ul>
  18. 18. Issuing & Following up a Press Release <ul><li>Tell them about the pictures you have </li></ul><ul><li>Awkward Questions? </li></ul><ul><ul><li>Ask for deadline info & call back </li></ul></ul><ul><li>Try and build relationship </li></ul><ul><ul><li>Future comment opportunities </li></ul></ul><ul><ul><li>Potentially try and meet them </li></ul></ul><ul><ul><li>“ Forward Feature” opportunities </li></ul></ul><ul><li>Keep calling to follow up </li></ul><ul><ul><li>Suggest other related angles </li></ul></ul>
  19. 19. Online Media Submission <ul><li>Online release differs to off-line </li></ul><ul><li>Optimise online release headline for SEO </li></ul><ul><li>Move company name to para one </li></ul><ul><ul><li>Headline & first para is often all you get </li></ul></ul><ul><li>Online release submission sites </li></ul><ul><ul><li>Daryl Wilcox is best for “real” news coverage </li></ul></ul><ul><ul><li>PR Web/Pressbox etc, only good for SEO </li></ul></ul><ul><li>Relevant bloggers </li></ul><ul><ul><li>Avoid the prickly ones </li></ul></ul><ul><li>Use company Social Networking pages </li></ul><ul><ul><li>Twitter </li></ul></ul><ul><li>Business/consumer discussion forums </li></ul>
  20. 20. Realistic Expectations <ul><li>Media sees many new brands/products come and go </li></ul><ul><ul><li>No time to check information </li></ul></ul><ul><li>Many ignore first story – to avoid being embarrassed </li></ul><ul><ul><li>Exceptions are trusted/known brand associations </li></ul></ul><ul><li>Launch release has limited chance of coverage </li></ul><ul><ul><li>Good form of media introduction </li></ul></ul><ul><li>Need to keep dripping stories to the press </li></ul><ul><ul><li>Monthly </li></ul></ul><ul><ul><li>Careful not to saturate target media </li></ul></ul><ul><li>If a story bombs move on and learn from it </li></ul><ul><ul><li>Don’t try to re-launch it </li></ul></ul>
  21. 21. Make the Most of Media Opportunities <ul><li>You Only Get One Chance with Media </li></ul><ul><li>Keep calling to follow up </li></ul><ul><ul><li>Suggest other related angles </li></ul></ul><ul><li>Don’t be afraid to disagree </li></ul><ul><li>“ Sex-Up” your answers </li></ul><ul><ul><li>Flowery soundbites </li></ul></ul><ul><ul><li>Quirky replies </li></ul></ul><ul><ul><li>Be memorable </li></ul></ul><ul><li>Relax and have fun! </li></ul><ul><ul><li>Journo’s want you to do well </li></ul></ul><ul><ul><li>Makes them look good </li></ul></ul>
  22. 22. Online v Offline, Future Media Trends <ul><li>Current Media Snapshot </li></ul><ul><ul><li>Our Newspaper Sales Survey Said: </li></ul></ul><ul><ul><ul><li>22% of population don’t buy newspaper anymore </li></ul></ul></ul><ul><ul><ul><li>18% only buy a paper at the weekend </li></ul></ul></ul><ul><ul><ul><li>Only 14 % buy a daily newspaper </li></ul></ul></ul><ul><ul><li>Our Newspaper Reading Survey Said </li></ul></ul><ul><ul><ul><li>45% of people read a freesheet daily (e.g. Metro) </li></ul></ul></ul><ul><ul><li>Our Top News Information Platform is: </li></ul></ul><ul><ul><ul><li>68% of people exclusively rely on internet for news updates </li></ul></ul></ul><ul><ul><li>Where do people go online for their news? </li></ul></ul><ul><ul><ul><li>BBC </li></ul></ul></ul><ul><ul><ul><li>GOOGLE News </li></ul></ul></ul><ul><ul><ul><li>SKY News </li></ul></ul></ul>
  23. 23. Online v Offline, Future Media Trends <ul><li>Our Predictions </li></ul><ul><li>Possible consolidation of print media </li></ul><ul><li>Move to freesheet model eventually </li></ul><ul><ul><li>When/if ad market picks up </li></ul></ul><ul><ul><li>Predict Sun is the first mainstream newspaper to adopt this </li></ul></ul><ul><li>Online media becomes even more important </li></ul><ul><ul><li>Growth in clients concentrating PR efforts on online media </li></ul></ul><ul><ul><li>Print editorial no longer the authority figure for consumers </li></ul></ul><ul><ul><ul><li>Consumer use web for research </li></ul></ul></ul><ul><li>Growth in News/Feed Aggregators – as they become more mainstream </li></ul><ul><li>Greater reliance and demand for Micro News – Twitter Channels </li></ul><ul><li>Reputation management will become hot topic once Google Print is complete </li></ul>
  24. 24. Further Reading <ul><li>All information mentioned in this presentation available from: </li></ul><ul><li>www.10Yetis.co.uk/a4uexpo </li></ul><ul><li>Thanks! </li></ul><ul><li>ANY QUESTIONS? </li></ul>
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