Slides for Louise Woodward's guest lecture (15 Nov 2011) at Leeds Met university for students on the BA (Hons) Public Relations degree course

1. National Consumer Campaigns from a
Regional PR Agency
Louise Woodward
www.umpf.co.uk

2. summary
• a bit about me
• a few words on social media
• what is consumer PR?
• consumer PR campaigns:
• tactics
• case studies
• my advice and top tips
• any questions?

3. a bit about me
background…
• BA Communication Studies – Sheffield Hallam University
• South West Yorkshire Mental Health NHS Trust (2003 –
2004) - Wakefield
• Dig for Fire (2004 – 2007) - Sheffield
• Lucre (2007 – 2010) - Leeds

4. a bit about me
• Senior Account Manager
at Umpf
• PR and social media
agency based in Leeds
• Launched by Adrian
Johnson in 2009
• Top ten social media
consultancies in the UK
• Winning awards for our
consumer and social
media campaigns

5. a bit about me

6. a few words on social media …

7. consumer PR – a quick definition …
Consumer PR is …
… specifically focused on promoting a brand, product,
service or key message to the general public via consumer
media channels (e.g. national newspapers, TV, radio,
regional newspapers and online news sites)
And how do we do this? By manufacturing/creating news
stories for the consumer media.

8. consumer PR – tactics…
How Do We Create
News?

9. tactic 1 – the research story

10. tactic 1 – the research story

11. tactic 1 – the research story

12. tactic 1 – the research story

13. Case study – Stoves “Made in Britain”
Client: Stoves Campaign: Made in Britain Date: On-going
Brief: Generate publicity around Stoves’ British manufacturing heritage
Summary: We’ve created a campaign calling for a standardised ‘Made in Britain’ logo
that can be used by UK companies manufacturing in the UK
Results: 200+ pieces including the FT, The Times, Daily Telegraph, Metro, BBC Radio2;
campaign raised in the House of Commons; 250+ UK manufacturers requested the logo

14. tactic 2 – the attention grabbing
picture

15. tactic 2 – the attention grabbing
picture

16. tactic 2 – the attention grabbing
picture

17. case study – Engage Body Breaking Point
Client: Engage Mutual Campaign: Body Breaking Point Date: August 2011
Brief: A national news campaign to promote Engage’s sponsorship of the Super League
Summary: A unique research campaign to find the most common injuries in Super
League supported by a high impact image
Results: Coverage in The Sun, Sky Sports, Yorkshire Post, Yorkshire Evening Post, ITV
Calendar and rugby league media

18. tactic 3 – the stunt

19. tactic 3 – the stunt

20. tactic 3 – the stunt

21. tactic 3 – the stunt

22. case study - “GE: The Royal Fridge”
Client: GE Appliances Campaign: Royal Fridge Date: Apr-May 2011
Brief: Create a stunt to tap into the Royal Wedding
Summary: Royal fridge: the ultimate low budget campaign: just 1 Photo-shopped
image
Results: 500+ pieces globally eg ABC, CNN, BBC, Time Magazine, UK nationals, all
trade

23. tactic 4 – the best job in the world

24. tactic 4 – the best job in the world

25. tactic 4 – the best job in the world

26. tactic 5 – celebrity spokesperson

27. case study – Lakeside’s Living Christmas
tree
Client: Lakeside Agency: Clarion Communications Date: November 2010
Brief: Create national exposure for Lakeside’s Christmas lights switch on
Summary: Clarion placed Chantelle Houghton on top of Lakeside’s Christmas tree as a
‘living Christmas fairy’
Results: 48 pieces of coverage including stories in The Times, The Sun and the
Daily Mail. Double-page spread in Heat and full pages in OK, Star and Now
magazines. Broadcast coverage included Daybreak and Heart FM.

28. tactic 6 – the Guinness World Record
Attempt

29. tactic 6 – the Guinness World Record
Attempt

30. tactic 7 – limited edition /world’s biggest,
most expensive, oldest products

31. tactic 7 – limited edition /world’s
biggest, most expensive, oldest products

32. tactic 7 – limited edition /world’s
biggest, most expensive, oldest products

33. My advice and tips
• Consumer PR is hard work but rewarding
• Every day is different
• Be prepared to muck in
• Read newspapers and magazines and look out for PR
stories
• Cut and keep good examples
• Link with brands on Facebook and Twitter
• Follow key industry people on Twitter
• Read industry websites, magazines and blogs
• Get to know PR agencies and what they do

34. thank you for listening …
Any Questions?
Download this presentation at www.umpf.co.uk/blog
Follow on Twitter:
@louisewoodward
@umpf