PR, innit?
The official (and unofficial) definition• Public relations is the discipline which looks after reputation,  with the aim o...
In practice, where media relations sits                      The s w e e t s p o t... W h a t t h e m e d ia       Topical...
A Grange Hill analogy   Scruffy McGuffy      Mr Bronson
The two middle men extremes…Estate agents                          Consultants•Coverage-led                          •Clie...
Another reason for PR/journo conflict
It would be worse if PR wasn’t inept                         Social media                                                 ...
The PR business model• PR is usually a small line item in the overall marketing budget• Small companies will have a “in-ho...
PR - Slim profit margin business•   Any fool can start a PR company•   Agencies are poorly managed (simply break even)•   ...
Typical PR agency structure
Typical PR salariesTitle                Experience   BracketAssociate director   8+ years     £60K plusAccount director   ...
The pain in the arse of getting coverage• Agency PR: “Great piece in The Register.”• Spineless in-house PR: “Yes, it’s gre...
What a good PR should be…• ‘Tough loving’ the client to make them operate in the real world• Working with the client to di...
Thoughts from a PR on how journos canuse a (good) PR person• A (not always successful) route to senior execs and customers...
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PR Media Relations Presentation - A Candid View of Media Relations

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Chameleon's presentation to The Register on real world media relations in the PR industry.

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PR Media Relations Presentation - A Candid View of Media Relations

  1. 1. PR, innit?
  2. 2. The official (and unofficial) definition• Public relations is the discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behaviour.• It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics. – Public Relations Consultancy Association• “I want coverage” – Almost every client
  3. 3. In practice, where media relations sits The s w e e t s p o t... W h a t t h e m e d ia Topical, quick, timely Ve nd o rs ’ w r it e s Business issues e x p e c t a t io n s User pain points Real research Hard news - often ‘bad’ We have great products Practical impact Disaster/scandal Customers and case studies Our great track record Business issues/trends Average Joe interest Our illustrious history End-user issues/trends Pictures, box-outs, Our ecstatic customers Interesting things value-add...
  4. 4. A Grange Hill analogy Scruffy McGuffy Mr Bronson
  5. 5. The two middle men extremes…Estate agents Consultants•Coverage-led •Client relations-led•“Got the press release?” merchants •Airy fairy ego strokers•Response Source •PowerPoint jazz hands•v2.1 •Corporate sausage machine•“Press release a month” – Awful at implementation – Good at (client) lunches•“Only as good as your last piece of •“His first born in my godson”coverage”
  6. 6. Another reason for PR/journo conflict
  7. 7. It would be worse if PR wasn’t inept Social media Reporting Getting approval Convincing a vendor to Changing say something Zs to Ss interesting Pitching to media Trying to explain to Americans why The Register headline isn’t offensive
  8. 8. The PR business model• PR is usually a small line item in the overall marketing budget• Small companies will have a “in-house” marketing person (or team) that covers PR – Difficult to make things happen• Large companies will have a “in-house” PR person (or team) • Difficult to make things happen• That in-house person (or team) will work with a PR agency for – A brain and a spine – Up to date, relevant, experience – Fresh thinking – Arms and legs support – A scapegoat…
  9. 9. PR - Slim profit margin business• Any fool can start a PR company• Agencies are poorly managed (simply break even)• Chargeable rates go down• More and more junior (cheap) people• Quality gets worse
  10. 10. Typical PR agency structure
  11. 11. Typical PR salariesTitle Experience BracketAssociate director 8+ years £60K plusAccount director 5+ years £40-60KAccount manager 2+ years £25-40KAccount executive 0+ years £18-24K
  12. 12. The pain in the arse of getting coverage• Agency PR: “Great piece in The Register.”• Spineless in-house PR: “Yes, it’s great. Can you get me 20 hardcopies.”• CEO: “What is this comic? I hate it. The headline is rude.”• Spineless in-house PR: “This is awful coverage. Grrr”• Agency PR: “That’s how The Reg writes, that’s why it has 5m readers and is your key publication.”• Spineless in-house PR: “Get them to change the headline. Our CEO doesn’t like The Reg.”• Agency PR: “It was offered to The Reg as an exclusive, we supplied example coverage. You discussed it with your CEO and it was signed off.”• Spineless in-house PR: “Get them to change the headline.”
  13. 13. What a good PR should be…• ‘Tough loving’ the client to make them operate in the real world• Working with the client to discover/create interesting stories (with some sort of beneficial link back to the company)• Cutting out the corporate nonsense• Ensuring the story/company sits in context to the outside world• Prepping the story with proof points, third parties, photography, infographic etc• Looking at things from the journo point of view• Working with known and trusted journos to have a resulting piece of coverage that works well for both parties• Growing a big pair of balls…
  14. 14. Thoughts from a PR on how journos canuse a (good) PR person• A (not always successful) route to senior execs and customers – Sometimes the brief is to hide the exec• A source for additional/future content/ideas/angles – A decent PR knows markets/people beyond their clients• Build a trusted relationship with the PR, so they can take the risk of championing you to client with a little more confidence – Because life is too short• Understand and ‘play the game’ with business culture – CEOs don’t want late, scruffy, ill-prepared• See it from the PR (agency and in-house) point of view – Mortgage payments are at risk

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