Mark Thomas - Leicester University Visiting Lecture, November 2011

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Mark Thomas - Leicester University Visiting Lecture, November 2011

  1. 1. This lecture  My background, how I got into PR  About Word Association, 20th year  What I’ve learned and how we work  Strategy and ten tactical tips  Future role of PR graduates in work
  2. 2. My background  30 years ago, sat where you are  Local newspaper journalist  In house PR and freelance travel writing  Set up Word Association in 1991  Named top in East Mids this year
  3. 3. PR WeekPublic Sectorleague table,July 2011
  4. 4. So who are we? Others: Printers Photographers Researchers Social media Technical web Advert space buyers Display production
  5. 5. Who we work for?
  6. 6. What do we do?
  7. 7. How do we work?
  8. 8. Our unique 12 point guarantee  Strategy   Ethical  PR   Amends  Service   Deadlines  Value   Choice  Copy   Research  Access   Fun
  9. 9. Communications Strategy
  10. 10. So who are your customers?  Gender  Age  Location  Employment  Family type
  11. 11. But what are they really like?
  12. 12. Messages and USP
  13. 13. Messages and USP
  14. 14. Other considerations  Financial  People  Evaluation  Timescales  The plan
  15. 15. Top 10 tactical tips  PR - just part of mix   Credible   How to write   Cost effective   Measure through AVE
  16. 16. Top 10 tactical tips  PR – making stories   National   Topicality   Local-ness   Angles   Focus on media
  17. 17. Top 10 tactical tips  Websites   Focus on your audience   Update, link, develop   Market, adwords and SEO   Learn from the experts, big buttons, thumbs up girl
  18. 18. Top 10 tactical tips  Social media   Essential now   Audience getting older   Clear on goals   Interact   Cost effective
  19. 19. Top 10 tactical tips  Power writing   It’s about them   What’s In It For Me, WII FM   Answer ‘So What?’   Use AIDA approach   Talk about benefits
  20. 20. Top 10 tactical tips  Events/networking   Often ignored   Vital getting face- to-face   Takes time   Effective
  21. 21. Top 10 tactical tipsNewsletters/ezines  Keep in touch  Tracking via internet  Traditional vs online  Can be powerful
  22. 22. Top 10 tactical tipsDirect mail  Targeting  Delivery  Clarity of message  Benefits of long copy
  23. 23. Top 10 tactical tipsAdvertising  Traditional v Online  Clarity of message, design & copy  Plan and negotiate on media  Effective but expensive
  24. 24. Top 10 tactical tipsOther  Exhibiting – pull-ups to trade shows  Awards and conferences  Branding  Evalutate
  25. 25. Future Work principles  Trust your people  Reward output  Understand the business case  Start at the top  Treat people as individuals
  26. 26. Top 10 tactical tipsSo many opportunities…Social media – Flickr, NingYouTubeNever ending researchSo go for it!
  27. 27. Keep in touch!Twitter: @markedthomas or@WAMidlandsFacebook: Word Associationwww.wordassociation.co.ukmark@wordassociation.co.uk

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