PR on a shoestring

PR on a shoestring A D-I-Y crash course By Emily Tully www.emilytully.com 1 Tuesday, February 24, 2009

PR - Why bother? • Announce your existence to the world • Boost trafﬁc/sales • Familiarise your customers with the brand • Build relationships with customers/ media/opinion leaders etc • Cut advertising spend • Deal with any negative publicity Tuesday, February 24, 2009

Tuesday, February 24, 2009

Startup companies that engage in PR campaigns are 30% more successful in getting funding within one to three months than those that don't (BIGfrontier Communications Group) Tuesday, February 24, 2009

First things ﬁrst… Make sure you put as much information as you can about ‘yourself’ online - don’t make the media/publishers beg! - Bios of relevant people - Contact details INCLUDING MOBILE! - Images (professional photos, logos) - News, events, achievements - News Archive (not just the nice bits!) - What’s been said about you (press, endorsements, compliments) - Q&A / FAQ - Explain any complicated processes or outline your USP Tuesday, February 24, 2009

A good example www.google.com/press Tuesday, February 24, 2009

Then....identify Decide who you want to talk to and where to ﬁnd them Tuesday, February 24, 2009

Who do you want to talk to? • Business to Business? • Public sector? • Internet users/tech savvy types? • Speciﬁc demographic? Tuesday, February 24, 2009

Who does your target audience listen to? • A celebrity? • A role model/ opinion leader? • A group or society? • A particular media outlet? • A forum/social networking group? Tuesday, February 24, 2009

Step 3 - YOUR MESSAGE And how your audience wants to receive it… Tuesday, February 24, 2009

What makes a story? • Relate your message to a current affairs issue/event • Tell them something they didn’t know with a unique poll or research • A great photo • Jump on someone else’s bandwagon Tuesday, February 24, 2009

Ways of getting yourself heard • Press release • New media release • Blog post • Social media: Twitter, facebook, LinkedIn etc • Photo & caption • Events - launch, preview, piss-up • Freebies • Become an expert • Give your knowledge away free Tuesday, February 24, 2009

Press Releases • Title is crucial - make sure it grabs attention Most Important info • Get to the point quickly in the top line • Include relevant “quotes” • Check spelling and grammar twice (and then get someone else to check!) • Include contact details (mobile!!!) at the end Tuesday, February 24, 2009

REMEMBER 90% of the time journalists won’t read past the second line (if they do - you’re in!) Tuesday, February 24, 2009

Distributing press releases… • Research who to send it to • Check deadlines ( send to daily papers before 2 pm, evening papers before 11 am) • Emailing? Put title of the release in the subject line • Email with NO ATTACHMENTS • Ask for a read receipt so you have an idea of who has read it • If you’re making a follow up call watch the clock Tuesday, February 24, 2009

Remember! • Very few products/services are groundbreaking - do not over-hype yourself • You have given your mobile number - answer it! • Be able to answer any question regarding your press release, if you can’t, suggest you call the enquirer back ASAP Tuesday, February 24, 2009

New Media Release • An edited down version of the press release • Links, links and more links • Link to video, podcasts, anything you have to offer! Also allow RSS feeds of developments • Set up a bookmarks page for more info • Again, research who to send it to • RSS or Tweet it but whatever you do, DO NOT SPAM!!!!! Tuesday, February 24, 2009

Watch, look & listen Media Harvesting Tuesday, February 24, 2009

• Get into the habit of “Googling” yourself • Get analytics on your site - monitor trafﬁc on key pages • Set up google alerts • Use a media monitoring service (Expensive) • Set up RSS feeds and monitor trackbacks/ pingbacks • Tweetscan for chat about you on Twitter (www.tweetscan.com) • Alert friends, family and employees to the possibility of coverage and get them to listen/ look out Tuesday, February 24, 2009

Keep in touch… Keeping relationships going Tuesday, February 24, 2009

• Blog • Keep scanning online and ofﬂine for mentions • Respond to comments on your own site and others • Offer an expert opinion to media outlets • If your having a problem, blog it ﬁrst • Ask for your customers opinion/feedback on new initiatives Tuesday, February 24, 2009

PR is time If you’re too busy or not good at it, it’s worth investing in professional services Tuesday, February 24, 2009

What to look for when hiring a PR consultant... • Chemistry • Genuine interest/understanding of your ﬁeld • Media Contacts • Energy • Flexibility • Creativity Tuesday, February 24, 2009

Questions I always get asked... • If I don’t get any coverage do I still have to pay? • Why did the journalist print something different to the press release? • How much should I spend on PR? • Do I have to pay a retainer? • How can I control what people say about me online? • Have you any more? Tuesday, February 24, 2009

Thanks for your attention! emily@emilytully.com www.emilytully.com www.linkedin.com/emilytully Twitter @emilytully Tuesday, February 24, 2009

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PR on a shoestring

by Emily Tully

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