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How to create standout PR - event slides and notes

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This is the recording of a panel discussion on how to create standout PR, which took place on 22 May 2019. The discussion was hosted by Martin Couzins and panelists included PR expert Lucy George, Rob Clarke, founder of Learning News and Jon Kennard, editor of Training Journal. These slides feature the notes taken during the webinar.

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How to create standout PR - event slides and notes

  1. 1. How to create standout PR #standoutPR
  2. 2. Our panel Lucy George, mayor, Wordville Rob Clarke, founder and editor of the learning sector newswire, Learning News Jon Kennard, editor, Training Journal
  3. 3. What we will cover 1. The role of PR in 2019: what is it and why do it? 2. What makes great PR 3. Tips for producing great PR on a budget 4. Bad PR practices to avoid 5. First steps for creating your PR campaign #standoutPR
  4. 4. The role of PR in 2019: what is it and why do it? #standoutPR It is happening with or without you It is not free advertising – you do this to tell the world what you are doing Essential part of mix to promote products and services, being a part of the conversation It’s about mindshare – PR can help build relationships over time and not in buying mode Less faith in advertising, PR provides endorsement ie journalist writing about you. Then share it and get involved with the conversation Reputation management and crisis management About managing the brand
  5. 5. What makes great PR #standoutPR Led by PR pros but involves the whole organisation – more than a promo campaign. Authenticity matters Need a wow factor – Tesla cars in space?! Science apprenticeship launch at Bletchley Park Try to be original Link to news and trends – be informed about what’s going on Have an opinion – do not be wishy washy, put forward good things. Coverage matters to PR so have data and insights and an opinion Be forward looking – don’t repeat what others say – think bigger than your announcements Know your audience and what they respond to Be unique – and be tenacious about it. Follow up your press releases Sending objects (as in props) to journalists is tricky (due to safety fears) Exclusivity – good or bad? Beckhams very good at doing exclusives but for wide coverage don’t go exclusive Think about industry events and link PR to them eg Women In Learning event this summer Press releases – not effective because deliver one angle per publication. Becoming less effective at getting coverage. Think more about opinions and features rather than ‘news’
  6. 6. Tips for producing great PR on a budget #standoutPR If you are small, try and do what others can’t do. Availability of key people (CEO) and customers. Get access today. Journalists like access and at speed Insight – what can you provide that others can’t. Big orgs take ages to get quotes. So, get out there and fast Follow up on your PR Be specific for your audience Stick to your deadline – if you can’t make it then let the publication know! How do you do the follow-up? Phone is fine says Jon. Be immersive – immerse yourself in core topics. Know your core topic areas really well and do PR around them Eg Leo on measurement – do it really well, are immersed in the subject. It comes across as authentic Create a spokesperson matrix – who, topic, language, time zone – audition these people too – give them some media training too? Talk about stats and stories Opinions – make it clear that it’s opinion
  7. 7. Bad PR practices to avoid #standoutPR Don’t mail merge and carpet bomb me with PRs, says Jon. Talk to me by name in emails Avoid quotes, says Jon. Training Journal doesn’t use quotes (specific to TJ folks) What L&D can learn from the royal baby *hits delete* - don’t be opportunistic and tie it to less relevant stories What is news? It is not all about yourself. News becomes news when the audience understands how it impacts them. You won an award – why did you win the award? The impact of the news is often missed Embargo – only if a huge story. But not really relevant Know the publication – PR has to appeal to the publication. Create a list of your favourite publications What’s the headline? Think about that first, think like a journalist
  8. 8. First steps for creating your PR campaign #standoutPR Talk to the stakeholders who will hold you accountable. Have goals for the PR campaign Goals need to be realistic – around coverage. How are you trying to influence your customer. Who are you trying to impress? What do they read? Then plan based on this. What do people have on their screen, what do they look at? Be honest. Look at how your topic is being reported elsewhere If it is a launch then do it somewhere special – hard to get bums on seats though Try one to one briefing calls with journalists Campaign planning totally depends on the person you are trying to impress – build it up from there. Blurred lines between blog posts/articles/social media Be a good writer – learn and maintain your craft
  9. 9. Thankyou! #standoutPR

This is the recording of a panel discussion on how to create standout PR, which took place on 22 May 2019. The discussion was hosted by Martin Couzins and panelists included PR expert Lucy George, Rob Clarke, founder of Learning News and Jon Kennard, editor of Training Journal. These slides feature the notes taken during the webinar.

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