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The Importance of PR (Animal Welfare) - Charlotte Speedy, Dogs Trust

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Head of Communications Charlotte Speedy's notes on the importance of PR and how to create buzz around a story.

For more information about animal welfare, see www.icawc.org

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The Importance of PR (Animal Welfare) - Charlotte Speedy, Dogs Trust

  1. 1. The Importance of PR 8 th October 2009 Charlotte Speedy Director of Communications – Dogs Trust
  2. 2. Today <ul><li>Applying big business PR principles to animal welfare </li></ul><ul><li>Background to PR </li></ul><ul><li>The differences between PR and advertising </li></ul><ul><li>The changing media landscape </li></ul><ul><li>What makes the news </li></ul><ul><li>Examples of recent Dogs Trust PR campaigns </li></ul>
  3. 3. My background 11 Years working in PR At leading London PR agencies for a wide range of commercial, entertainment and public sector clients
  4. 4. Big Business Approach <ul><li>With PR you can apply the same strategies for a charitable organisation as a commercial brand </li></ul><ul><li>Unlike with other marketing disciplines you don’t need big budgets or huge teams of people to conduct similarly effective PR campaigns </li></ul><ul><li>During a recession smart businesses scale back their advertising and focus on their PR campaigns </li></ul><ul><li>This presentation demonstrates how big brand PR thinking can be applied to animal welfare </li></ul><ul><li>PR IS ONE OF THE MOST COST EFFECTIVE AND IMPACTFUL MARKETING TOOLS AVAILABLE TO EVERY ORGANISATION – IF DONE CORRECTLY </li></ul>
  5. 6. PR – Some Background
  6. 7. <ul><li>How much of what you read in the papers and see on the news is PR generated? </li></ul><ul><li>66% </li></ul>
  7. 8. What Is PR? <ul><li>PR stands for Public Relations </li></ul><ul><li>This means managing how a brand, individual, product or organisation is viewed. </li></ul><ul><li>It can be done well… </li></ul>
  8. 9. But it can also be done really really badly…
  9. 11. “ There is no such thing as bad publicity” Whoever said… Should speak to the ex brand manager of Dasani…
  10. 12. The PR Mix <ul><li>Media relations </li></ul><ul><li>Public information </li></ul><ul><li>Internal communications </li></ul><ul><li>Crisis management </li></ul><ul><li>Public Affairs </li></ul><ul><li>Events </li></ul><ul><li>Investor/Member relations </li></ul><ul><li>Publications </li></ul><ul><li>ABOVE ALL IT IS BRAND BUILDING </li></ul>
  11. 13. Good PR Good Brand Ambassadors
  12. 14. The Role Of PR <ul><li>To inform and educate people about a brand </li></ul><ul><li>To help spread the message about the positive benefits of a brand </li></ul><ul><li>To promote the messages that a brand stands for </li></ul><ul><li>To help correct people’s opinions of a brand </li></ul><ul><li>To ensure EVERYONE who works for that organisation is a ‘brand ambassador’ </li></ul>
  13. 15. There Is No Off Switch
  14. 16. How Does PR Fit In? Events PR Advertising Direct Mail Fundraising Sponsorship Marketing Brand licensing
  15. 17. PR -v- Advertising <ul><li>PR & Advertising – What is the difference? </li></ul><ul><li>Advertising </li></ul><ul><ul><li>Paid for content </li></ul></ul><ul><ul><li>You have complete control over what appears </li></ul></ul><ul><li>PR </li></ul><ul><ul><li>Editorial – your supply the information, the journalist writes the feature or article </li></ul></ul><ul><ul><li>Very little control over what appears </li></ul></ul><ul><ul><li>Limited cost required </li></ul></ul><ul><ul><li>Much more effective </li></ul></ul>
  16. 18. PR -v- Advertising <ul><ul><li>Advertising says: </li></ul></ul><ul><ul><li>‘I’m wonderful’ </li></ul></ul><ul><ul><li>PR says: </li></ul></ul><ul><ul><li>‘I hear you’re wonderful’ </li></ul></ul>
  17. 19. Advert Overload <ul><li>The average person is exposed to 237 adverts in print, online, on radio or on TV every day </li></ul><ul><li>This is 86,500 every year </li></ul><ul><li>Increase by 4 for active people working and commuting in urban areas </li></ul><ul><li>So - I am probably exposed to 1,185 advertisements every day </li></ul>
  18. 20. The Power Of PR <ul><li>Recent marketing successes have been down to PR not advertising; to name a few: </li></ul><ul><ul><li>Starbucks </li></ul></ul><ul><ul><li>The Body Shop </li></ul></ul><ul><ul><li>Amazon.com </li></ul></ul><ul><ul><li>Yahoo! </li></ul></ul><ul><ul><li>eBay </li></ul></ul><ul><ul><li>Palm </li></ul></ul><ul><ul><li>Google </li></ul></ul><ul><ul><li>PlayStation </li></ul></ul><ul><ul><li>Harry Potter </li></ul></ul><ul><ul><li>Botox </li></ul></ul><ul><ul><li>Red Bull </li></ul></ul><ul><ul><li>Microsoft </li></ul></ul><ul><ul><li>BlackBerry </li></ul></ul><ul><ul><li>Viagra </li></ul></ul><ul><ul><li>Prozac </li></ul></ul><ul><ul><li>Pokemon </li></ul></ul>
  19. 21. The Power Of Influence <ul><li>The power of influence starts young – think of children playing with a ‘must have toy’ in the playground </li></ul><ul><li>They are influenced by adverts but far more likely to pester their parents to buy something if a friend sings its praises </li></ul>
  20. 22. Business Example <ul><li>Zoloft </li></ul>Cialis
  21. 23. PR Cost – a pack of biscuits and a key ring Advertising cost – £19,000 Dogs Trust Examples
  22. 24. PR Cost – a telephone call Advertising cost – £36,104
  23. 25. PR Cost – a telephone call and dog treats for Charlie the dog Advertising cost – over £700,000 3.15 minutes of TV coverage
  24. 30. PR Results <ul><li>4 th most read story on BBC Online on the day it appeared </li></ul><ul><li>Over 65 press articles in national and regional newspapers </li></ul><ul><li>Over 100 online articles reporting the news </li></ul><ul><li>3,000 extra hits to the Dogs Trust website on the day the news broke </li></ul><ul><li>1,000 click-throughs to our press release when posted on Twitter and Facebook </li></ul><ul><li>An ongoing relationship with a key children’s TV programme </li></ul>
  25. 31. The Changing Media Landscape
  26. 32. 20 Years Ago <ul><li>People consumed the news through newspapers, scheduled TV and radio bulletins and by talking to friends and family </li></ul><ul><li>National newsrooms were staffed with hundreds of staff </li></ul>
  27. 33. Today <ul><li>The day of the roving reporter chasing down a story by running around interviewing people is long gone </li></ul><ul><li>People expect instant news and journalists can’t afford time out of the office </li></ul><ul><li>Journalists are now reliant on new stories coming to them - rather than them finding the story </li></ul><ul><li>This is a great opportunity that businesses are fully exploiting and charities must too </li></ul>
  28. 34. 24/7 News Culture <ul><li>In the UK there are over 3,200 different consumer magazines </li></ul><ul><li>There are ten different national daily newspapers – each with weekend editions </li></ul><ul><li>There are over 200 radio stations </li></ul><ul><li>TV news programmes roll 24 hrs of the day every day of the week </li></ul><ul><li>But the main difference is the rise of online media channels which are instant – people can consume news and information at the click of a button whenever they want </li></ul>
  29. 35. Instant News <ul><li>Instant news means both instant opportunities and instant issues </li></ul><ul><li>A positive brand story can be shared with world in seconds BUT a negative piece of information can also be spread to a global audience with the same ease </li></ul><ul><li>Online websites are now far more likely to break a news story than a traditional media outlet – i.e. the death of Michael Jackson </li></ul>
  30. 36. Online Reputation Matters <ul><li>In a recent survey 91% of companies believe the online perception of their brand was important to their business </li></ul><ul><li>BUT </li></ul><ul><li>56% admit no one manages their online reputation </li></ul><ul><li>Who is monitoring what is said about your organisation online 24/7? </li></ul>
  31. 37. A News Story Can Live Forever <ul><li>Before writing a story a journalist will often check to see what has already been written on the subject – the computer and the internet has made this a far simpler process </li></ul><ul><li>Once a story is established in the media it can be very hard to reverse – so it is important to get it right or correct it the first time </li></ul><ul><li>Nobody ever checks old advertisements! </li></ul>
  32. 38. What Makes The News?
  33. 39. What Makes The News? <ul><li>CONFLICT ENTERTAINMENT INFORMATION </li></ul>
  34. 40. What Makes The News? <ul><li>Scandal </li></ul><ul><li>Royals </li></ul><ul><li>Cute and fluffy </li></ul><ul><li>Celebrity & soaps </li></ul><ul><li>Sex </li></ul><ul><li>Money </li></ul><ul><li>Public safety </li></ul><ul><li>People power </li></ul><ul><li>Local interest </li></ul><ul><li>Media friendly company </li></ul>Above All – Human Interest
  35. 41. Google Zeitgeist <ul><li>This can be exemplified by looking at the 2008 Google Zeitgeist… </li></ul>
  36. 42. UK Google Zeitgeist <ul><li>2008 Global Fastest Rising Search terms </li></ul><ul><li>Sarah Palin </li></ul><ul><li>Beijing 2008 </li></ul><ul><li>Facebook login </li></ul><ul><li>Tuenti [Spanish Facebook] </li></ul><ul><li>Heath Ledger </li></ul><ul><li>Obama </li></ul><ul><li>Nasza Llasa [Polish Facebook] </li></ul><ul><li>wer kennt wen [German Facebook] </li></ul><ul><li>Euro 2008 </li></ul><ul><li>Jonas Brothers </li></ul>
  37. 43. News: if you don’t have it, you have to create it
  38. 44. Getting Dogs Trust in the Media
  39. 45. Our Audience? <ul><li>Supporters </li></ul><ul><li>Future supporters </li></ul><ul><li>Future rehomers </li></ul><ul><li>The media </li></ul><ul><li>Opinion formers </li></ul><ul><li>Politicians </li></ul><ul><li>Fundraisers </li></ul><ul><li>Internal staff members </li></ul><ul><li>Online </li></ul><ul><li>National newspapers </li></ul><ul><li>Local papers </li></ul><ul><li>Local TV </li></ul><ul><li>National TV </li></ul><ul><li>Magazines </li></ul><ul><li>Radio </li></ul><ul><li>Friends & family </li></ul>
  40. 46. How Do We Reach The Media? <ul><li>Re-active </li></ul><ul><ul><li>Journalists call us for a quote, a story, or information </li></ul></ul><ul><li>Pro-active </li></ul><ul><ul><li>We think up ideas, stories, and campaigns and persuade journalists to cover it </li></ul></ul>
  41. 47. Parts Of The Puzzle At Dogs Trust Post Dogs Trust Pre Dogs Trust
  42. 48. Details of dramatic rescue E.g. how was the dog rescued, were members of the public involved, what did Centre staff do? Asking for help E.g. Centre urgently needs bedding, volunteers, extra food, toys etc. Area Related Dog ‘ London’s prettiest / ugliest/friendliest/ biggest/smallest/cutest dog’ The health benefit of dogs Dogs with health conditions E.g. 3 legged or deaf dogs who are doing well despite their ailment Link to Topical Events E.g. Sports, films, award ceremonies Support from Corporate/ Celebrity Partners Unusual breeds, sizes colours, crosses, weight E.g. The smallest dog next to the largest dog Litters of Puppies E.g. Do they an unusual story, funny names, are they being hand reared, is it a very large litter? Old Dogs E.g. Longer term residents, The oldest dog at the centre, older dogs with older people Funny/Topical Dog Names E.g. Named after things linked to the seasons & events [Noel & Holly at Christmas] Famous singers, celebrities, sports stars Cute /Brave Stories E.g. Dogs who are best friends with other dogs or other animals, loyalty to owner, bravery, Anniversaries/ Reasons to Celebrate E.g.. Staff member celebrating long service, 1000 th dog rehomed Centre Events E.g. Open days, bring a dog a Christmas dinner Link back to the work of Dogs Trust Sponsor a dog, microchipping, neutering, education, responsible dog ownership, fundraising Educating Dog Owners of Tomorrow PR IDEAS
  43. 49. Seasonal
  44. 53. Link to topical event
  45. 58. Support from Corporate Partners
  46. 62. Topical or Interesting Names
  47. 63. Name Changes <ul><li>What has more impact… </li></ul><ul><li>Drumpf Towers or Trump Towers? </li></ul><ul><li>Polo by Ralph Lifshitz or Polo by Ralph Lauren? </li></ul><ul><li>Businesses constantly rebrand to make more impact as do humans… </li></ul>
  48. 64. <ul><li>Allan Konigsberg </li></ul><ul><li>Tom Mapother </li></ul><ul><li>Margaret Hyra </li></ul><ul><li>Frances Gumm </li></ul><ul><li>Reginald White </li></ul><ul><li>Maurice Micklewhite </li></ul><ul><li>Woody Allen </li></ul><ul><li>Tom Cruise </li></ul><ul><li>Meg Ryan </li></ul><ul><li>Judy Garland </li></ul><ul><li>Elton John </li></ul><ul><li>Michael Caine </li></ul>
  49. 65. Chrissie & Evie
  50. 66. Cranbury
  51. 67. Bjorn & Borg
  52. 68. Sven, Goran and Erickson
  53. 69. Dogs with health conditions
  54. 70. Snowball & Meg
  55. 71. Weasel
  56. 72. Unusual Dogs
  57. 73. Britain’s Ugliest Dog
  58. 74. Results <ul><li>Over 500 phone calls on the day Hubble appeared on TV </li></ul><ul><li>Over 100 offers of a new home as far afield as the US and Switzerland </li></ul><ul><li>Hubble has a new home and is settling in well with his owner – good follow up story too </li></ul>
  59. 75. Piglet
  60. 76. Charlie & Barney
  61. 77. Rose
  62. 78. The Walking Mat - Matherson After…. Before…
  63. 81. Fundraising
  64. 82. My Life As A Dog Three opportunities for coverage
  65. 83. Unusual Size
  66. 85. Staff News
  67. 87. Life after Dogs Trust
  68. 89. Health Benefits
  69. 93. Events
  70. 94. Centre Focused <ul><li>Summer Open Days </li></ul><ul><li>Christmas Fayres </li></ul><ul><li>Education workshops </li></ul><ul><li>Visits from celebrities or dignitaries </li></ul><ul><li>Agility events </li></ul><ul><li>Dog training and behaviour workshops or talks </li></ul><ul><li>Fundraising events or large donations to the RC </li></ul>
  71. 96. Public Affairs Campaigns
  72. 97. What is Public Affairs?
  73. 98. Compulsory Microchipping
  74. 99. Internal Communications
  75. 100. Internal Comms
  76. 101. Dogs Trust Messaging
  77. 102. Dogs Trust Key Messages <ul><li>We never put a healthy dog to sleep </li></ul><ul><li>A dog is for life, not just for Christmas is our slogan </li></ul><ul><li>Dogs Trust is Europe’s largest dog welfare charity </li></ul><ul><li>We have 18 Rehoming Centres across the UK and Ireland </li></ul><ul><li>We look after over 16,000 stray and abandoned dogs each year </li></ul><ul><li>All our dogs are fully vaccinated, microchipped and neutered </li></ul><ul><li>We help educate the dog owners of tomorrow with responsible dog ownership workshops </li></ul><ul><li>We are not government funded and all our income is donated </li></ul><ul><li>Our kennels are world leading </li></ul><ul><li>We are heavily involved with lobbying and work closely with the Government to improve animal welfare standards </li></ul><ul><li>We carry out microchipping and neutering campaigns in key areas </li></ul>
  78. 103. Our Approach <ul><li>We do </li></ul><ul><li>Celebrate man’s relationship with dogs and the wonderful things they do for their owners </li></ul><ul><li>Focus on their ‘Dogs Trust’ story </li></ul><ul><li>We don’t </li></ul><ul><li>Show distressing ‘before’ pictures of mistreated or dogs in pain </li></ul><ul><li>Use shock tactics to get press coverage </li></ul><ul><li>Show dogs behind bars </li></ul>
  79. 104. Thank You For Listening Any Questions?

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