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Turning PR Stunts into Successes - Lexi Mills @ outREACH 2018


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Lexi will share her PR tactics and strategies she uses to design and promote campaigns. Her focus will be on how PR stunts, such as creating ‘real life’ products and events can make a huge difference to online outreach success. She will highlight the methods for assessing creative campaigns for PR-ability and how machine learning and AI can help us do that.

Published in: Marketing
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Turning PR Stunts into Successes - Lexi Mills @ outREACH 2018

  1. 1. Turning PR Stunts into Successes Lexi Mills @leximills
  2. 2. •Consistent truths about successful stunts •Talking clients into stunts •Leveraging Publishers AI to create PR stunts •Making impactful things easier and quicker AGENDA
  3. 3. Consistent truths about successful stunts AGENDA
  4. 4. Full USA and UK national coverage
  5. 5. Don’t fake it make it!
  6. 6. Speed
  7. 7. You need task masters
  8. 8. 75| @leximills Global Coverage
  9. 9. Make the story believable
  10. 10. You need to be able to walk all the way around it
  11. 11. 77| The Cost of Gold? ' The Cost of Gold?
  12. 12. Steven Spielberg, "I like ideas, that you can hold in your hand. If a person can tell me the idea in twenty-five words or less, it's going to make a pretty good movie."
  13. 13. “F**k me! I haven’t heard that before!”
  14. 14. •Consistent truths about successful stunts Talking clients into stunts AGENDA
  15. 15. Fit stunts into the existing structure of a clients site
  16. 16. Don’t ask for yes Ask for consideration
  17. 17. Give it time to boil…..
  18. 18. Start big
  19. 19. Making a big idea ‘reasonable’ is more effective than making a boring idea interesting
  20. 20. Images are critical
  21. 21. Bathroom Sweets
  22. 22. Phase 1 - Outreach: Launch Event, Embargo Briefings
  23. 23. Phase 2 - Official Launch to UK Media
  24. 24. Phase 3 - Trade and Luxury Media Outreach
  25. 25. Phase 4 - International Media Outreach
  26. 26. Phase 5 - Picking Up the Ones We Missed
  27. 27. Phase 6 - Social Media and Blogger Outreach
  28. 28. Multiphase launches are game changing!
  29. 29. Overview of Resultsto date • Coverage hits: 133 • High links: 72 • Medium links: 56 • Average DA of linking site: 54 • Broadcast: 3 • Total circulation: 357,545,235 Link details We only count each unique link on a page, as such if a post links to the same place more than once this is only counted as one link. • High - Links with a DA 40 an above • Medium - Links with DA 20-39 • Low - We don't count anything with a DA 19 or below
  30. 30. Stunts on a budget - The importance of knowing your clients business and product
  31. 31. Micros sites and links GA B C D E F m A B C D E F Worse Better m
  32. 32. The very worst! G m
  33. 33. Don’t sacrifice the integrity of a stunt for links
  34. 34. “Tickle the public, make ‘em grin, the more you tickle, the more you win” - Harold Evans
  35. 35. “I want three times the amount of links and coverage”
  36. 36. Phase One: Launch duckling search in National newspaper and job description details on duck tester site. Phase Two: Reveal interview imagery and announce shortlisted ducklings. Phase Three: Announce winning ‘ugly’ duckling via press media alert, share details of owner.
  37. 37. You need a face to story…beyond a duckning Duck • Duck owner and ‘Gilbert’ the winning duck. • Quoted as the owner, to be shared with local and national press. • Quote and media alert to be shared before launch.
  38. 38. Duck project Total Project High Links: 18 Total online coverage: 25 Total Online Circulation: 101,432,613
  39. 39. Cook your frogs slowly
  40. 40. Additional imagery provided by ‘butlers in the buff’
  41. 41. •Consistent truths about successful stunts •Talking clients into stunts Leveraging Publishers AI to create PR stunts AGENDA
  42. 42. over 50% of content has to come from it
  43. 43. This should be core to your media strategy!
  44. 44. #theinbounder Don’t go for gold go for silver
  45. 45.
  46. 46.
  47. 47.
  48. 48.
  49. 49.
  50. 50. Title goes Here 74 Results: The campaign built over 66 inbound links with an average domain authority of 41. As well as 52 inbound links with unique linking root domains. Alongside TV coverage on NY1 TV News, Cleveland 19, the Discovery Channel Canada, USA (CBS) 9 News, and Good Morning America on ABC
  51. 51. How to make impactful things easier
  52. 52. •Consistent truths about successful stunts •Talking clients into stunts •Leveraging Publishers AI to create PR stunts Making impactful things easier and quicker AGENDA
  53. 53.
  54. 54. Journalists Consulting Board managing journalistfeedback onpress materials, content ideas,pitches, press invitations, media centres etc. We anonymise the clients when sending content to them to review. experts
  55. 55. Media experts Clients don’t have to believe you
  56. 56. Dr Claire Asher – Academic liaison Is a professional science legislation communicator and an active journalist. She writes for New Scientist, BBC Earth, ScienceNOW, The Scientist, and Nature News. She works with us to support relationships with academics and researchers Academic experts
  57. 57. Speed
  58. 58. Ease
  59. 59. •Consistent truths to successful stunts •Talking clients into stunts •Leveraging Publishers AI to create PR stunts •Making impactful things easier and quicker Summary
  60. 60. THANK YOU! Lexi Mills @leximills