Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Catherine Warrilow – BrightonSEO April 2016: Epic PR Fails and what we can learn from them

6,373 views

Published on

https://www.authoritas.com/brightonseo/

Catherine Warrilow – BrightonSEO April 2016: Epic PR Fails and what we can learn from them

Published in: Marketing
  • Follow the link, new dating source: ❤❤❤ http://bit.ly/39pMlLF ❤❤❤
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Sex in your area is here: ❶❶❶ http://bit.ly/39pMlLF ❶❶❶
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Be the first to like this

Catherine Warrilow – BrightonSEO April 2016: Epic PR Fails and what we can learn from them

  1. 1. EPIC PR FAILS* * And what we can learn from them. Disclaimer: This talk may contain Lego and the occasional swear word.
  2. 2. HI Catherine Warrilow @seriously_pr #prfails
  3. 3. The Lego Mixel Window Licker #fail
  4. 4. LESSON 1 TAKEAWAY: You can’t remove bad PR
  5. 5. WHAT NOW? Don’t 1. Expect to replace bad PR with good 2. Forget to sanity check 3. Ignore the situation 4. Leave historical references 5. Let it stop creativity Do 1. Prepare a statement 2. Contact the media 3. Monitor search results 4. Engage customers 5. Blame Turg
  6. 6. #fail “I shop at Waitrose because…”
  7. 7. LESSON 2 TAKEAWAY: Social engagement can’t be moderated
  8. 8. WHAT NOW? Do 1. Understand the audience 2. Have a planned content calendar & objectives 3. Maximise exposure 4. Showcase your social team 5. Join them if you can’t beat them Don’t 1. Remove a campaign 2. Skip a work through of predicted outcomes 3. Underestimate the size of resource team needed 4. Be a corporate brand 5. Be rude to customers
  9. 9. #fail Free flights when you buy a Hoover
  10. 10. LESSON 3 TAKEAWAY: You can’t buy brand loyalty
  11. 11. Do’s & Don’ts Don’t 1. Be lured by voucher deals 2. Leave people unanswered 3. Dismiss transparency 4. Forget about data capture 5. Ignore wider content opportunities Do 1. Reduce prize numbers increase value of winners 2. Have a crisis plan 3. Maintain media relations 4. Be creative 5. Work through numbers
  12. 12. #fail Bic pink pens for the girls
  13. 13. LESSON 4 TAKEAWAY: Don’t segment the market by gender unnecessarily
  14. 14. Do’s & Don’ts Don’t 1. Be an idiot 2. Be an idiot 3. Be an idiot 4. Be an idiot 5. Be an idiot Do 1. Use video 2. Use reviews as PR 3. Embrace the fail 4. Conduct market research 5. Plan out next steps
  15. 15. #fail Top 50 signs of being a mother
  16. 16. LESSON 5 TAKEAWAY: Tell your audience something good about themselves
  17. 17. Do’s & Don’ts Don’t 1. Forget to test it 2. Forgot target media 3. Assume the agency is always right 4. Use content anyway 5. Overlook where it fits Do 1. Start with positives 2. Go in store 3. Create more content 4. Get influencers on board early 5. Remember Mum is always right
  18. 18. KEY TAKEAWAYS 1. Understand the customer journey 2. Have a targeted, methodical plan 3. Keep it simple 4. Have measured objectives 5. Fess up if you f*ck up
  19. 19. THANK YOU @seriously_pr #prfails Get the deck: seriouslypr.co.uk/prfails Disclaimer: Extra Lego Mixels for all positive comments shared on Twitter #justsaying

×