1. WRITEPUBLICITY
marketing communications
What exper*se Simon What Simon Hinds’
Hinds has – extra skills has –
 a lot of training  Turned bad publicity to
good,
 a lot of experience, and
 Praised by Government
 a li7le extra Ministers,
in wri-ng, news values  Obtained unexpected
WritePublicity Ltd. na-onal publicity,
email, tel., website:  Dealt with high profile bad
 simongah@blueyonder.co.uk news
 Mb 07876 336 807
 www.writepublcity.co.uk
 Company no. 6679665

2. Marketing communications:
WHY DO IT?
Help achieve business Achieve business
objec*ves by ‐ objec*ves for –
 aCrac-ng customers  SMEs,
 influencing people’s  regenera-on projects,
views  chari-es,
 building and protec-ng  voluntary bodies
reputa-on

3. HOW MARCOMMS
DOES IT?
4Ps = Product, Price, Place, Promo*on
 What your produce and
services offers ‐ Features
 Who wants them ‐ Target
audience
 Why they want them ‐ Benefits
 How to communicate to them ‐ Promo-on

4. HOW WritePublicity
DOES IT:
Marke*ng strategy:
 marke-ng communica-ons audit
 marke-ng communica-ons plan
and offer insights into:
 marke-ng opera-ons
 market research

5. WHAT WritePublicity
DOES:
Marke*ng tac*cs:
 News stories, features,
briefing, speeches,
 Website wri-ng
 Circulars, newsleCers,
pamphlets, magazines
 Photographs
 Copyrigh-ng for adverts

6. WHY I CAN DO IT:
Experience and training
 Marke-ng ‐ Advanced Cer-ficate in Marke-ng
 Journalism ‐ Three Months Reporters' Course
 Short courses ‐ e‐communica-ons, speechwri-ng,
layout and design, subbing,
proofreading, photography
 Educa-on ‐ B.A. (Hons) Media Studies
 Experience ‐ journalism, local and central
government

7. WHY ME?
Training + experience + own ideas =
your compe**ve edge
Reports of my performance:
 ‘He has shown himself always willing to overcome a problem
and has been willing to take responsibility.’ ‐ Small Business
Service
 ‘Quick to spot ways of making savings and to ini=ate sound
ideas.’ ‐ Employment Department
 ‘Simon has shown his ability to apply analy=cal skills and
crea=vity…’ ‐ Transport Department

8. SMEs: I’VE DONE IT!
Regenera*on company,
Renaisi:
 Edited, Designed
Marke-ng guide ‐
Get the most out of
marke*ng and
communica*ons
A guide for catering and hospitality
businesses in the City Fringe

9. WHAT I’VE DONE
Demonstrated by: Press and publicity
• media plans, highlights from:
• ar-cles, • Haringey Council
• e‐communica-ons • Small Business Service
• briefing, • Department for
• press releases, Transport
• enquiries • Bri-sh Antarc-c Survey
• Office for Na-onal
Sta-s-cs

10. PLANNING: Havering
Parking enforcement
• Unfavourable  Analysed media
publicity coverage
• Charges below  Used council report
London average sta-s-cs
• Public emo-onal  Used London Councils
• Communica-ons sta-s-cs
problem

11. PLANNING: Havering
Parking enforcement
Produced
• Dra_ parking
communica-ons
strategy
• Report on new tac-cs
• Proac-ve media
handling
• Briefing for media

12. PLANNING: Havering
Parking enforcement
 Result:
Re: Parking media coverage
From: "Mark Lxxxx" <Mark.Lxxxx@havering.gov.uk>
Date: Mon, September 15, 2008 4:41 pm
To: simongah@blueyonder.co.uk
Hi Simon
I do think though that our approach to media rela-ons around parking has helped.
Lately, the Recorder's ar-cles have reflected the
message that Havering issues fewer -ckets than almost any
other borough in London, which we have been pushing consistently for some -me.

13. PLANNING: Tower
Hamlets
Library campaign Plan involved a ‘matrix’
Council’s objec-ves to: to iden-fy:
• raise investment • audiences
• modernise and rebrand • messages
libraries • media vehicles
• win public support • produced pamphlets,
ar-cles for public

14. PLANNING:
Why they want them
Welwyn HaWield Council
• Informa-on needed to
plan communica-ons
• Survey into people’s
preferences
• Developed ques-ons
and ques-onnaire

15. MEDIA ENQUIRIES:
High profile crisis
Transport department –
‘Jo Moore Sept 11 email’
• Major department crisis
• Handled 23 enquiries from
Sun, Telegraph, BBC, Times,
Sky News, Independent, ITN
• Had Q&As
 Stopped a new line of
a7ack from spreading

16. MEDIA ENQUIRIES:
Official infla*on crisis
Office for Na*onal
Sta*s*cs
• Channel 4 News story:
ONS changing infla-on
measure
• Statement made to
Reuters ‐ ONS had no
plans to change
 Story did not spread

17. WRITING: website
Transport department website visitors:
• Wrote news and features
• popularised complex
policy
• Graph shows ‐ June 2004
(my start date) to Feb
2005
 Heavy line shows visitors
to ar*cles sec*on ‐ up
15,000

18. WRITING: speeches
Transport department
Ministers
 Improvement since
speechwriters’
involvement ‐ Minister
 “subs out 'civil service
speak’”
 “Makes speeches more
understandable”
 “communicates
departmental policies”

19. WRITING: trade press
Transport Minister’s article
Freight Transport Review
• Promoted Transport
policy on water freight
• Did research for case
study
 Editor reported
readers’ views:
“interes*ng and
informa*ve”

20. WRITING: staff
pamphlet, Oct. 2008
Welwyn HaWield Council
• Promo-ng policies
internally
• 4‐page publica-on
• Worked with a designer
 Edited text and
produced *tles
 Words cut from 15,200
to 1,600

21. RELEASE: voluntary work
BPF Ltd., launch and
bought property
• VIP speakers
• Coverage by:
- BBC Breakfast News,
Radio 4, Radio 5 Live
- BBC Midlands Today,
Central News,
- BBC Radio W Midlands
- Birmingham Post, The Voice

22. RELEASE: successful
business campaign
Haringey Council, London
More local businesses to
win department contracts
• Publicised project and its
launch
• Used circular rather than
leCer
• Wrote press release
• Used AIDA model in
circular

23. RELEASE: successful
business campaign
Results:
 Good aCendance at
launch
 Media coverage
 Directorate head’s leCer
of commenda-on
 Project taken up by
Council’s Corporate
Services

24. RELEASE: Unexpected
na*onal coverage
British Antarctic
Survey
• Moving Antarctic
accommodation
• Used ‘house on skis’
headline
• Attracted attention
and interest

25. RELEASE: Unexpected
na*onal coverage
Results:
 Interview on Radio 5
 Stories in
‐ Guardian
‐ Times
‐ Telegraph
‐ foreign press
 Local broadcas-ng and
newspapers

26. RELEASE: promo*ng
neglected business
Small Business Service
SME contribu-on
to employment
• Did some research
• Selec-ng headline to
boost SMEs not just SBS
 Lots of coverage in local
newspapers
 Some na-onal press
coverage

27. RELEASE:
promo*ng neglected business

28. RELEASE: Lord Falconer’s
Gateway visit
Ministerial visit to
regenera*on sites
• Memo outlining media
campaign
• Campaign involved:
‐ releases
‐ liaising with Councils
‐ seong up newspaper
and radio interviews

29. RELEASE: Lord Falconer’s
Gateway visit
Press release sent to local
media
• Coverage by:
 Medway Mercury FM,
 BBC Radio Essex
 Basildon Evening Echo
 Medway News
 Kent Messenger
 Southend Evening Echo
 Yellow Adver-ser

30. RELEASE: coverage for
unsexy ini*a*ve
Learning and Skills
Council
• London appren-ce
awards, June 2007
• Created media plan
• Iden-fied key messages,
media opportuni-es,
etc.
• Targeted local papers

31. RELEASE: coverage for
unsexy ini*a*ve
Results, among others:
 Times group
 News Shopper
 The Wharf
 Newham Recorder
 Ham & High
 12% of posi-ve LSC
coverage year to July
2007

32. WHAT THEY’VE SAID:
publicity reports
Haringey assessed me
as Strong in:
 Overall effec-veness
 Organising own work
 Aotude to work
 Rela-onships with
others

33. WHAT THEY’VE SAID:
media rela*ons reports
SBS ‐ Government agency
Reports stated:
 ‘me=culous and
experienced press
officer’
 ‘increased press no=ces’
 ‘produced media plans
and strategies’

34. WHY I CAN DO IT:
Marke*ng, Journalism,
degree qualifica*ons