PR Workshop For Rochdale All Dayer


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PR Workshop For Rochdale All Dayer

  1. 1. We want your marketing to BE GREAT
  2. 2. The R – in BE GREAT Stands for Relationships and the press: How you get the press to love you.
  3. 3. Press releases The story of how you can get more exposure.
  4. 4. Workshop on PR: <ul><li>The Methodology: Babson style </li></ul><ul><li>Different from lectures and workshops, as both. </li></ul><ul><li>Discussion of the idea </li></ul><ul><li>Group work on the idea – often using one chosen company </li></ul><ul><li>Brainstorming with the idea with your own companies </li></ul><ul><li>Case studies: from real companies / what happened to them: </li></ul><ul><li>A selection of small businesses from Greater Manchester. </li></ul>
  5. 5. Why would you want PR? <ul><li>The Buying process has distinct psychological stages. </li></ul><ul><li>The 0 – 9 process – which can take up to 27 moments. </li></ul><ul><li>You need to connect with a potential customer emotionally. </li></ul><ul><li>For each moment you connect, there is a cost. </li></ul><ul><li>Money, time, effort, love etc – their must be an exchange of sorts </li></ul><ul><li>If you connect emotionally they move along the buying line. </li></ul><ul><li>The more you can move them with one action the better. </li></ul><ul><li>PR is believed 7 - 10 times more than traditional advertising. </li></ul>
  6. 6. What kind of person are we? ‘ Know thyself’ Socrates – 409 BC
  7. 7. What kind of marketing person are we? Put the following 5 animals in the order of your preference. Cow Tiger Sheep Horse Pig This will define your priorities in your life.
  8. 8. Put the following 5 animals in the order of your preference. Cow Signifies CAREER Tiger Signifies PRIDE Sheep Signifies LOVE Horse Signifies FAMILY Pig Signifies MONEY
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  12. 13. Fame or fortune Who doesn’t want to be famous? Who wants to amass a fortune? Who wants to be A? Who wants to be B? Who are you? A famously rich A or a unknown B? No matter …’s the differences - that matter most. It’s really to get your brain’s working – let’s do this…
  13. 14. What is PR Pestering Reporters? Perverted Reality? Pious & Rabid? Public Rash?
  14. 15. What is PR Public Relations, Press Releases, Promoting Relationships. For you it’s FREE advertising!
  15. 16. PR People are different Reporters are only people 
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  19. 21. R – Relationships and the press: The R in Be Great is Relationships and the press:
  20. 22. How do we get into the press? <ul><li>The seven sexy top tips………. </li></ul><ul><li>………………………………… ..For getting into the press. </li></ul><ul><li>Realise an idea – it has to be human </li></ul><ul><li>Remember the readership – who are they </li></ul><ul><li>Remember your reporter – who are they </li></ul><ul><li>Read it, read it and read it again - always </li></ul><ul><li>Ring the reporter – remember them </li></ul><ul><li>Re-do the story with pictures – give them </li></ul><ul><li>Become an expert in the field. </li></ul>
  21. 23. But first! <ul><li>Why does anyone read anything? </li></ul><ul><li>When we say read – we mean consume. </li></ul><ul><li>How do we consume our ‘news’ today? </li></ul><ul><li>What different media do we now use? </li></ul><ul><li>What are the differences? </li></ul><ul><li>What links all this? </li></ul><ul><li>What’s your human interest / angle? </li></ul><ul><li>Remember your values, remember the point of the exposure. </li></ul>
  22. 24. Who loves to read what? Who reads the local press? Who reads a national newspaper? Who reads specialist trade magazines? Who reads the glossies…?
  23. 25. Press releases <ul><li>What kind of reader are you? </li></ul><ul><li>Choose a team based on what do you read </li></ul><ul><li>Pick one: </li></ul><ul><li>Local </li></ul><ul><li>MEN </li></ul><ul><li>Monthly local Glossies i.e. Cheshire life </li></ul><ul><li>Daily tabloids: Daily Mail </li></ul><ul><li>Broadsheets: Independent </li></ul><ul><li>Why do you read these papers? Discuss…. </li></ul><ul><li>What does this say about you? Discuss…. </li></ul>
  24. 26. What difference does it make?
  25. 27. EVERYTHING!
  26. 28. What are the differences? <ul><li>How would an idea for the MEN press person – </li></ul><ul><li>change if the same release was for North West tonight? </li></ul><ul><li>How does it change for the Radio? </li></ul><ul><li>For the web…? </li></ul><ul><li>For other people’s / company’s websites? </li></ul><ul><li>Could it be the same release? </li></ul><ul><li>NO! </li></ul><ul><li>But could it be a similar idea? </li></ul><ul><li>YES! </li></ul><ul><li>Remember to be GREEN with your ideas. </li></ul><ul><li>i.e. recycle them ! </li></ul>
  27. 29. Remember, today, when we say press release we mean public / press relations through ALL mediums!
  28. 30. Press releases <ul><li>The sexy seven top tips………. </li></ul><ul><li>………………………………… ..For getting into the press. </li></ul><ul><li>What we are going to go through today… </li></ul><ul><li>Realise an idea – its has to be ‘human’ </li></ul><ul><li>Remember the readership – who are they </li></ul><ul><li>Remember your reporter – who are they </li></ul><ul><li>Read it, read it and read it again - always </li></ul><ul><li>Ring the reporter – remember them </li></ul><ul><li>Re-do the story with pictures – give them </li></ul><ul><li>Reveal yourself as the expert in your field </li></ul>
  29. 31. Press releases <ul><li>Realise an idea – it has to be based on emotion </li></ul><ul><li>What do we human’s like? </li></ul><ul><li>To love, to laugh, to lose. </li></ul><ul><li>To be shocked, to cry, to feel warm inside. </li></ul><ul><li>To be informed, to learn something new, to cherish, to be better than other people. </li></ul><ul><li>To feel empathy, to feel part of something, to not be alone, to not be in pain, to be happy…. </li></ul><ul><li>Use all emotions you can, unashamedly, as with these emotions you get into the paper. </li></ul><ul><li>Think of any angle for your story – your team’s story. </li></ul>
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  33. 36. Finding it hard?
  34. 37. Why might you find it hard? <ul><li>You don’t have a story? </li></ul><ul><li>Why not? </li></ul><ul><li>Let’s go back a stage – what’s your product? </li></ul><ul><li>What’s your USP’s? What are your brand values? </li></ul><ul><li>Most importantly, what’s your single most important aspect you want to get across in the story? </li></ul><ul><li>Remember a PR story is not just a advertorial… </li></ul><ul><li>Advertorials are bought and so can be multi-facetted </li></ul><ul><li>If you want to write advertorials… good idea as well. </li></ul><ul><li>Then that’s different copy writing skills. </li></ul><ul><li>A different workshop in itself – and well worthwhile. </li></ul>
  35. 38. Why might you find it hard? <ul><li>Everyone has a story. </li></ul><ul><li>How? </li></ul><ul><li>How old are you? Is this an angle? </li></ul><ul><li>Is the business new or old? Angle.. . </li></ul><ul><li>Black or white? An angle… </li></ul><ul><li>The owner doing something for charity? Angle </li></ul><ul><li>What do you know that other people don’t know? If nothing can you do some research? Another angle </li></ul><ul><li>Use all emotions you can, unashamedly, as with these emotions you get into the paper. </li></ul><ul><li>Use the internet to find out facts – as this gets you in the paper. </li></ul>
  36. 39. Company example no 1 Bliss hair dressers: Local hair dressers, doing hair for everyone, where is the angle?
  37. 40. How to find your angle… <ul><li>Bliss Hairdressers: we looked at service </li></ul><ul><li>Doing hair for old people. </li></ul><ul><li>Did hair for local people - who weren’t models. </li></ul><ul><li>More like social workers than hairdressers as loved to gossip. </li></ul><ul><li>Loved the local people who came in, always gave them biscuits etc. </li></ul><ul><li>Started the business not to make money but to make a difference. </li></ul><ul><li>Helped friends with hair problems… </li></ul><ul><li>Helped everyone she could. </li></ul><ul><li>What’s the angle? </li></ul>
  38. 41. Bliss Hairdressers: <ul><li>Bliss Hairdressers: see the angles </li></ul><ul><li>Doing hair for old people – old people getting funkier </li></ul><ul><li>Did hair for people who weren’t models – larger lady styles – jumped on band wagon of anti size zero ideas. </li></ul><ul><li>More like social workers than hairdressers as loved to gossip – local lass does swim for charity – whilst not getting hair wet! </li></ul><ul><li>Helped friends with hair problems… the jackpot as PR like all marketing is about timing – and it was national alopecia week – heard of it? Neither had I. </li></ul>
  39. 42. The power of the Internet <ul><li>Bliss Hairdressers: doing the research </li></ul><ul><li>Helped friends with hair problems… the jackpot as PR like all marketing is about timing – and it was national alopecia week – heard of it? Neither had I. </li></ul><ul><li>The net is the best way to research all information in the world: GOOGLE everything. </li></ul><ul><li>It took about an hour to research about National Alopecia week. </li></ul><ul><li>What do you need in your research? Facts, figures and a good old fashioned hook. </li></ul>
  40. 43. Result <ul><li>Bliss Hairdressers: and national alopecia week </li></ul><ul><li>1 press release created and gently altered to fit different demographics for local paper. </li></ul><ul><li>Result got in two local papers, on one radio station and on local TV station </li></ul><ul><li>Channel M (run VT) </li></ul>
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  44. 48. The power of research <ul><li>Hair and Scalp prescription: doing the research </li></ul><ul><li>Hair and Scalp make products for people with thinning hair. </li></ul><ul><li>They wanted to also get into the papers with Alopecia week. </li></ul><ul><li>But how to get them in….. </li></ul><ul><li>Use the internet and their competitions research to get a hook in…. </li></ul><ul><li>Hairline International of women who had lost, or were losing, their hair found that a shocking 76% felt less of a woman; 40% said that marriages had suffered and of these many had broken up; and 63% said they had been forced to compromise a career. </li></ul><ul><li>But how to use this….. </li></ul>
  45. 49. The power of the ‘quote’ <ul><li>Hair and Scalp prescription: borrowing the research </li></ul><ul><li>A survey by Hairline International of women who had lost, or were losing, their hair found that a shocking 76% felt less of a woman; 40% said that marriages had suffered and of these many had broken up; and 63% said they had been forced to compromise a career. These facts are borne through Joanne Cunningham’s personal experience as she has seen many female clients over the decades. Joanne knows much about the devastating effect of alopecia on women commenting that ‘ A woman’s hair is a sexual characteristic. With a beautiful head of hair she feels like a beautiful woman. When she suffers from hair loss she can feel inadequate and unattractive. This is why we became trichologists and really want make a difference.’ </li></ul>
  46. 50. Reporters love stats! <ul><li>9 – 10 reporters would love stats... </li></ul><ul><li>Why? </li></ul><ul><li>Did you know that... </li></ul><ul><li>Did you know is the most used phrase. </li></ul><ul><li>It has been used 342,000 times since 2001 and so ranks 14 in all time phrases... </li></ul><ul><li>Get the idea? </li></ul><ul><li>Stats give the piece legitimacy </li></ul><ul><li>Stats don't allow personal opinion </li></ul><ul><li>Stats can be backed up – and show journalists integrity (which the press release doesn’t especially in ours.) </li></ul>
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  50. 55. Remember to love the reader
  51. 56. Remember the readership – who are they <ul><li>Remember the readership – who are they </li></ul><ul><li>Demographic of the readership – </li></ul><ul><li>are they old or young, </li></ul><ul><li>rich or poor, </li></ul><ul><li>community driven or money orientated, </li></ul><ul><li>local interest or national? </li></ul><ul><li>What motivates each different reader? </li></ul><ul><li>How would this change your story, change your angle? </li></ul><ul><li>Think of another angle for your chosen company. </li></ul>
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  55. 61. Company example no 2 Grade A jewellery: Local lad’s jewellery business wanting to break into the design your ring market for Valentine’s day
  56. 62. How to find your angle… <ul><li>Grade A: we looked at service </li></ul><ul><li>Very fast repair service </li></ul><ul><li>Wanting to get into making designer jewellery </li></ul><ul><li>Grade A: we looked at product </li></ul><ul><li>New designer but cost effective jewellery good for local people and young love. </li></ul><ul><li>Grade A: we looked at timing / the date </li></ul><ul><li>Feb coming up wanted to do something around Valentine’s day </li></ul><ul><li>Not just Feb but Feb 2008…. Leap year. </li></ul><ul><li>What’s not to love….. But who can we do PR with…? </li></ul>
  57. 63. Grade A Jewellery: <ul><li>Grade A – the timing was the thing. </li></ul><ul><li>Only a local story as a local shop but we could get to a wider audience with it.. </li></ul><ul><li>What do readers / listeners love? </li></ul><ul><li>Points, prizes, gifts, surprises…. </li></ul><ul><li>Announcements, love and romance…. </li></ul><ul><li>So a competition for young lovers who want to get married. </li></ul><ul><li>More importantly women who want to propose. </li></ul><ul><li>The angle is that it’s NOT normal…. Apparently. </li></ul><ul><li>Any competition brings in concept partners… </li></ul><ul><li>What are concept partners? </li></ul>
  58. 64. The power of concept partners <ul><li>Grade A : who else would like to be part of a competition for young love? </li></ul><ul><li>Every company which makes money from romance… </li></ul><ul><li>Restaurants? </li></ul><ul><li>Venues for weddings? </li></ul><ul><li>Wedding organisers? Dress makers etc </li></ul><ul><li>In the end the whole competition bundle was enough to get the local radio station interested… </li></ul><ul><li>Tameside radio ran the competition for FREE… </li></ul><ul><li>Does your hook / angle for your company have any concept partners it could use? </li></ul>
  59. 65. Result <ul><li>Grade A : and the win your wedding competition. </li></ul><ul><li>1 idea for a press release created and given to one very happy reporter / organiser for radio. </li></ul><ul><li>1 competition done with concept partners over a whole week, aired some 32 times </li></ul><ul><li>With 23 people entering (remember the precise nature of this data!) income gained from this over £2000. </li></ul><ul><li>Result got on FRONT PAGE of local paper worth £500, on one radio station worth £500 – 750 and article in local magazine worth £250 and income = £3500 </li></ul>
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  63. 71. Press releases <ul><li>Remember your reporter – who are they? </li></ul><ul><li>Are you going for national? </li></ul><ul><li>Personal motivation of reporters - what do they normally cover? </li></ul><ul><li>Where do they drink? What do they like to do? </li></ul><ul><li>Remember reporters are emotional characters they are HUMAN too, they are writers, creative (some), and busy. </li></ul><ul><li>HEADLINES and PICTURES are the most important thing to them – without one it never gets read without the other it never goes in the paper… </li></ul>
  64. 72. The reporter <ul><li>Remember your reporter – who are they? </li></ul><ul><li>Reporters are social folk (sometimes) </li></ul><ul><li>They go to certain press friendly bars (always) </li></ul><ul><li>They tend to know each other as work for different papers in their careers. </li></ul><ul><li>Can be found by Googling them. </li></ul><ul><li>Can be found by Linkedin. </li></ul><ul><li>Can be found through facebook. </li></ul><ul><li>How do I know this..... </li></ul><ul><li>I did it myself the other day... </li></ul>
  65. 73. Reporter hunt. <ul><li>The client was Innospace: a university inncubator space. </li></ul><ul><li>Demographic was: 20 – 28 year old grad entrepreneurs </li></ul><ul><li>Point of the PR: get brand awareness up of Innospace </li></ul><ul><li>Pr angle was: Imran Hakkim did a talk for Innospace. </li></ul><ul><li>Who might we go for? </li></ul><ul><li>We went for Entrepreneurial blogs – so who ranks high? </li></ul>
  66. 74. Web site Hunt <ul><li>So... </li></ul><ul><li>I search for a few sites on Google. </li></ul><ul><li>I find ones that these rank pretty high and have blogs. </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>But I can see which website ranks highest? </li></ul><ul><li>We go to and find out more... </li></ul>
  67. 78. So let’s go for <ul><li>We check out the site </li></ul><ul><li>We see what they chat about / write about </li></ul><ul><li>We can even see their twitter account. </li></ul><ul><li>We can find out the editor (who is likely to be a blogger / or the main blogger as well.) </li></ul><ul><li>We can then cater a press release around what they LOVE writing about. </li></ul>
  68. 85. Sara Rizk <ul><li>Sara Rizk : Deputy editor Tel: 020 8334 1651 Email: [email_address] </li></ul><ul><li>Sara is constantly searching for the latest 'next big thing' start-up story. As well as interviewing entrepreneurs and writing profiles, she also looks after channel content so if you think there's an issue missing that Startups should be covering, let her know. </li></ul>
  69. 86. So what do we send Sara? <ul><li>Sara Rizk : Deputy editor Tel: 020 8334 1651 Email: [email_address] </li></ul><ul><li>Anything about starting a restaurant (see her book..) </li></ul><ul><li>Anything about the next big thing. </li></ul><ul><li>Anything controversial. </li></ul><ul><li>Anything with a good hook for her. </li></ul>
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  73. 91. The reporter <ul><li>Remember your reporter – who are they? </li></ul><ul><li>Reporters especially for local press and the web have several jobs and so getting them for one thing may get them to do several things. </li></ul><ul><li>The local press reporter for local news, may also be the food or art critique, the features reporter also perfect for sport etc </li></ul><ul><li>How does this help us? We use their need for a story to get us into the paper twice. </li></ul>
  74. 92. Company example no 3 The Avenue Cafe: Newly owned but far to high end café for the part of town they were in so local’s didn’t go in and buy from them
  75. 93. The Avenue Cafe: <ul><li>A new café in town: well… actually new owners. </li></ul><ul><li>A new owner therefore a new direction. </li></ul><ul><li>A time to get into the papers? </li></ul><ul><li>How? What do reporters want? </li></ul><ul><li>Ideas, free food, status, prestige, to get a scoop, to be helped out. </li></ul><ul><li>What we gave him? </li></ul><ul><li>A new review, a local lad shot, some lovely food for him and his wife. </li></ul><ul><li>So nice got it twice, as when we chatted to him the paper needed a competition prize for another piece so we got the photo in their again with the local new owner! </li></ul><ul><li>What can you give to your local reporter? </li></ul>
  76. 94. So what’s your angle? Over the break think about what your new angle is, what you can give to the reporter and next we are doing Headlines!
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  80. 99. Headlines <ul><li>In sales writing if we have 10 hours we would spend 9 on the headline! </li></ul><ul><li>Luckily for press releases we don’t have to…. Or don’t we? </li></ul><ul><li>Remember that the reporter is a human being, what inspires and delights us does the same for them. </li></ul><ul><li>If there is not a powerful headline then the press release simply doesn’t get read! </li></ul><ul><li>So we spend some time on the headline. </li></ul><ul><li>Without it the rest is not worth writing. </li></ul>
  81. 100. The next 4 minutes will make you richer… forever. <ul><li>The do’s and don’t in header creation </li></ul><ul><li>Do remember your audience </li></ul><ul><li>Use cliff hangers </li></ul><ul><li>Experiment with headers that being with ‘New’ / Announcing / introducing </li></ul><ul><li>Speak directly to the reader </li></ul><ul><li>Try putting a date in your headline </li></ul><ul><li>Start to tell a story </li></ul><ul><li>Use a testimonial? </li></ul><ul><li>Use a one word headline </li></ul><ul><li>Feature the price if you are proud of it </li></ul><ul><li>Don’t think you are selling, you are just creating interest and don’t try to be clever.. </li></ul>
  82. 101. The next 4 minutes will make you richer… forever. And if it doesn’t then you will simply learn the power of the sub header: All headlines need to have a sub header – often done in italics. Announcing National Alopecia Awareness week. Did you know over 200,000 people in the UK suffer from Alopecia? Local experts decide to help. What’s your sub header?
  83. 102. So what’s your headline? Can you think of several? Once one comes, suddenly three may come along at once. Vote for your favourite in your groups
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  87. 107. What else other than the headline? <ul><li>The headline is super important but other </li></ul><ul><li>elements should be used to catch the </li></ul><ul><li>eye. </li></ul><ul><li>Sub-headers, release date, i.e. for immediate release, </li></ul><ul><li>In bold in the top left hand corner </li></ul><ul><li>Who it’s going to? </li></ul><ul><li>Any interesting quotes </li></ul><ul><li>A call to action at the end of the release </li></ul>
  88. 108. Press release structure <ul><li>The first paragraph should have a short summary of all the information you are trying to get across such as product launch date or dates and times of a charity event you are supporting. </li></ul><ul><li>It is sometimes better to leave out your company name from the first paragraph as some journalists see it as a cynical ploy to get in the paper ( &quot;how dare they&quot;, you shout). </li></ul><ul><li>The second paragraph goes into more detail and this is the place where you drop your company name in, e.g. &quot;The new life-changing service or product has been developed by ABC Company who are based on Z street in Mistlethorpe &quot;. </li></ul>
  89. 109. Press release structure <ul><li>The third paragraph is where you put in your quote. Make sure your quote is interesting! If you do a really good quote the journalist will remember you and may use you for quotes on other stories in the future. </li></ul><ul><li>E.g. Ingrid Wannabe of XYZ company commented, &quot;Far too often the people of Mistlethorpe are ripped off by rogue companies and the launch of our new anti-rip-off product will make sure these unscrupulous companies have no-where to hide&quot;. </li></ul><ul><li>Make sure any claims you make can be backed up! </li></ul><ul><li>If you can find a customer who has used your new product/service and who is willing to talk about it then maybe put in a quote from them to. </li></ul>
  90. 110. Press release structure <ul><li>The final paragraph should have ways in which people can contact you or your business, including phone number, web address, email or alike. </li></ul><ul><li>If you are doing something for a charity you could say something like,&quot;...anyone wishing to make a donation or sponsor Ingrid should get in touch by...&quot;. </li></ul><ul><li>Don't forget the &quot;Editor's Notes&quot; section. </li></ul><ul><li>This is the bit where you let the media know how to get hold of you and any other key info about your business such as; how long you have been trading, recent successes etc. The call to action as well…. </li></ul>
  91. 111. So what’s your press release? Time to take 5 minutes and just plan out the paragraphs and ask what you need from the internet / your group.
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  95. 116. My top tips for press releases <ul><li>Make sure the headline is big and bold </li></ul><ul><li>Aim to fit the Press Release on one page. </li></ul><ul><li>Use short paragraphs </li></ul><ul><li>Double space the lining in your document! </li></ul><ul><li>Use language that will appeal to the type of media that you are targeting. </li></ul><ul><li>You will want to write different press releases for different media, e.g. use different wording for targeting a tabloid than you would for a technical business publication. </li></ul><ul><li>Remember to be green and recycle your words. </li></ul>
  96. 117. Other top tips for press releases <ul><li>Use Active Voice:  Verbs in the active voice bring your press release to life. Rather than writing &quot;entered into a partnership,&quot; use &quot;partnered&quot; instead. </li></ul><ul><li>Do not be afraid to use strong verbs. </li></ul><ul><li>For example, </li></ul><ul><li>&quot;The committee exhibited severe hostility over the incident&quot; </li></ul><ul><li>reads better if changed to </li></ul><ul><li>&quot;The committee was enraged over the incident.&quot; </li></ul><ul><li>Writing in this manner helps give life and energy to your release, which may set it apart from the rest of the pack. </li></ul>
  97. 118. Special tip for online press <ul><li>Economize Your Words:   </li></ul><ul><li>Wordiness is distracting, so be concise.   In addition, news search engines sometimes reject news releases with overly long headlines, excessive lists and high overall word counts. </li></ul><ul><li>Eliminate unnecessary adjectives, flowery language or redundant expressions such as &quot;added bonus&quot; or &quot;first time ever.&quot;  Make each word count. </li></ul><ul><li>If you can tell your story with fewer words, you'll have better results with your readers and the search engines. </li></ul><ul><li>Remember those lovely keywords, meta tags, meta data, title tags etc – as this all counts as well.   </li></ul>
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  101. 123. Reporters and spelling <ul><li>Read it, read it and read it again </li></ul><ul><li>Reporters are writers. </li></ul><ul><li>They HATE mispellling, bad words using, unneeded, commas, grammertical errors? </li></ul><ul><li>If they see even one paragraph intention wrong they don’t like it. </li></ul><ul><li>Prove read everything you do and double space it!! </li></ul><ul><li>Ring the reporter – remember them </li></ul><ul><li>Very simple, follow up every release with a phone call, if possible phone them first and then follow up every time. </li></ul><ul><li>Get to know the reporter, ask them questions always . </li></ul>
  102. 124. Phoning up: the way to do it <ul><li>Some people email over the press release and then call up. If you prefer this, don't ring and say , </li></ul><ul><li>&quot;hi just ringing to see if you got the press release I sent through&quot;. </li></ul><ul><li>Journalists hate this! Of course they got it. </li></ul><ul><li>Ring and say something like, </li></ul><ul><li>&quot;I just sent through a press release about XZY and I wanted to chat it through with you to see if there is anything else I can send across or what you thought about it&quot;. </li></ul><ul><li>You can phone at different times as well: </li></ul><ul><li>Don’t phone when its deadline day or the day before it </li></ul><ul><li>Don’t phone too late in the day – they are writing by then </li></ul><ul><li>Stress the benefits for them of the piece not the features. </li></ul>
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  106. 129. The importance of photos <ul><li>Re-do the story with pictures – the photo call </li></ul><ul><li>No story goes into the press without a picture, the newspaper is selling photos with words rather than words with pictures. </li></ul><ul><li>So remember that your release MUST have a picture or an idea for a picture / photo call. </li></ul><ul><li>Without this the story will be shelved. </li></ul>
  107. 130. Remember the picture? No matter if you don’t get a great shot, invite as many newspapers and magazines as you can and produce the shot for them, as you never know.
  108. 132. Press Stunts How can we get your company the exposure it needs with a well placed photo call? (Discuss)
  109. 133. Classic PR photo calls <ul><li>the basics: Barbie Street. In November 1997 toy giant Mattel announced a ‘pink month’ to boost sales of their best-selling doll Barbie. The centre piece of the campaign involved re-decorating an entire street in bubblegum-pink. </li></ul><ul><li>Mattel estimated that media coverage reached over 100 million people. </li></ul><ul><li>the repeat: The Beatles Rooftop Gig. The Beatles final live performance was an unannounced rooftop concert. The gig, which took place on top of the Apple Records office in London (in January 1969) , attracted a lot of attention from passers-by and was eventually closed down by the police. </li></ul><ul><li>Similar stunts are regularly employed as means to drawing a crowd and creating that all important photo opp - most recently, in Feb 2009, by U2 on the roof of BBC Radio’s HQ in London. </li></ul>
  110. 134. Personality aligned Stunts <ul><li>Do you want to be famous? </li></ul><ul><li>Who is the king of the personal PR stunt? </li></ul><ul><li>Richard Brand-son! </li></ul><ul><li>The Virgin Atlantic entrepreneur has made four attempts to circumnavigate the globe by balloon. </li></ul><ul><li>For the launch of Virgin Cola, he drove into New York’s Times Square in a branded tank promising a battle with Coke and Pepsi. </li></ul><ul><li>Dressed in a dinner jacket and bow tie he motored from Dover to Calais in one hour and 40 minutes, setting a new cross-Channel record. The stunt was to mark the 20th anniversary of Virgin Atlantic. </li></ul><ul><li>Branson shaved his beard and donned a wedding dress to promote bridal wear store Virgin Brides. </li></ul>
  111. 135. Famous Virgin PR photo calls
  112. 136. It doesn’t always work 
  113. 137. Product aligned Press Stunts <ul><li>Briton Ben Southall wins 'best job in the world' </li></ul><ul><li>Six months lounging on an island in the Great Barrier Reef was billed as the best job in the world and, when almost 35,000 applicants seemed to agree. </li></ul><ul><li>Tourism Queensland promised a £74,000 salary and a rent-free, 3-bedroom beachside villa in return for snorkelling and feeding tropical fish 12 hours a month. </li></ul><ul><li>He was selected to represent Britain in a final, where he went up against 15 other candidates, all from different countries. </li></ul><ul><li>The organisers said that they received applications from every country in the world. </li></ul><ul><li>They estimate that the free publicity has so far been worth £75 million. </li></ul>
  114. 138. Online Viral campaigns <ul><li>Threshers Voucher Error? </li></ul><ul><li>In 2006, shortly before Christmas, alcohol retailer Threshers leaked a voucher worth 40% off booze via the internet. Word on the street was that the promotion was only intended for retail partners. </li></ul><ul><li>The myth that Threshers had mistakenly released the voucher made it spread faster and faster round the country via email, social networks and blogs. </li></ul><ul><li>Threshers told the media that they were worried about losing money on the promotion but no doubt ended up making a huge profit </li></ul><ul><li>Getting more publicity in a month than they got for the previous year. </li></ul>
  115. 140. So what’s your PR stunt? Time to take 5 minutes and just plan out your potential PR stunt.
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  119. 145. Top tip for easy press releases <ul><li>Reveal yourself as the expert in your field </li></ul><ul><li>A great powerful header to use in your press release if a general piece is to… </li></ul><ul><li>Reveal the tops tips for your industry, business idea. </li></ul><ul><li>This simply works as it’s a mechanism press people understand and use themselves. </li></ul><ul><li>This is GOLD DUST for easy PR and press release creation </li></ul><ul><li>Simply emotionally hook onto a story of the time and bring in your business into it. </li></ul>
  120. 146. So what’s your expertise? Over the break think about what your 7 top tips would be: and then we will think how to hook them.
  121. 147. How to hook your top tips? <ul><li>What do people want to have top tips for? </li></ul><ul><li>What motivates people to learn from an expert? </li></ul><ul><li>How can you add value to the story? </li></ul><ul><li>Remember everyone is an expert in their field. </li></ul><ul><li>Examples that have been used: </li></ul><ul><li>Cleaning company: the rise in allergies. </li></ul><ul><li>Estate agents: how to make more money out of your investment without moving home. </li></ul><ul><li>Marketing man: shows how to do PR and gives you the top tips how to online PR. </li></ul><ul><li>ALWAYS BE LOOKING TO ADD VALUE! </li></ul>
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  125. 152. Where can they go? <ul><li>National newspapers: The Guardian </li></ul><ul><li>Hard unless you’re a celebrity, have a national advertising spend, can be done with an amazing angle. </li></ul><ul><li>Region newspapers: i.e. M.E.N. </li></ul><ul><li>Easier but not simple, remember to cater it for them. </li></ul><ul><li>Different sections make it easier to target specific reporters. </li></ul><ul><li>Local newspapers: Trafford Advertiser </li></ul><ul><li>Local motivations, feel good stories. </li></ul><ul><li>Monthly glossies: THE magazine </li></ul><ul><li>Good for FMCG, B2C, but need a special offer. </li></ul><ul><li>Trade / speciality press: Fishing weekly </li></ul><ul><li>Great for B2B, very specific so targeted so great GM </li></ul>
  126. 153. Where else can they go? <ul><li>People often forget the power of… The online press: </li></ul><ul><li>Newspapers have online versions of themselves which have a less advertising led scope, and the editors are nicer. </li></ul><ul><li>You can contact them more easily as PR companies sometimes do not. </li></ul><ul><li>They need less of an emotional hook as not a buying device for them. </li></ul><ul><li>Other online press to go for are: </li></ul><ul><li>Newsletters that are not your own. </li></ul><ul><li>Other people’s websites and so giving information away for free. </li></ul><ul><li>E-shots to the masses – through concept partners. </li></ul>
  127. 154. Where is online important? <ul><li>Offline press – is traditional and so therefore like all marketing traditional = expensive and time consuming and often wrong for small businesses. </li></ul><ul><li>Online press is better than offline press as: </li></ul><ul><li>You can link this straight into your website </li></ul><ul><li>Links improve your SEO (we are doing a different workshop on this crucial subject as well) </li></ul><ul><li>Websites can be monitored directly without the need for asking more questions from your customers i.e. analytics. (we are doing a different workshop on this crucial subject as well) </li></ul><ul><li>Online press can be Google adworded into (see above) </li></ul>
  128. 155. Golden Tip Recycle ALL your sales letters, your adword findings, your magic words and your PR all the time!!
  129. 156. What we learned today? <ul><li>The sexy seven top tips………. </li></ul><ul><li>………………………………… ..For getting into the press. </li></ul><ul><li>Realised an idea – making it interesting, using headlines </li></ul><ul><li>Remember the readership – who are they </li></ul><ul><li>Remember your reporter – who are they and how to get them interested in you. </li></ul><ul><li>Read it, read it and read it again - always </li></ul><ul><li>Ring the reporter – remember them – when not to ring, how not to ring… </li></ul><ul><li>Re-do the story with pictures – give them the shots. </li></ul><ul><li>Reveal yourself as the expert in your field (TT’s) </li></ul>
  130. 157. Anyone not got a press release idea? Let’s help them