Digital PR & Critical Thinking - Kat Watson

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At Kaizen's first Digital PR Link-Up, Kaizen's Head of PR, Kat, delivered a talk on how to apply Edward de Bono's '6 Thinking Hats' to Digital PR Strategies.

Marketing

kaizen.co.uk@kaizen_agency @katherynrwatson@kaizen_agency
Being a PR Unicorn & Using
the 6 Thinking Hats
Katheryn Watson
Head of PR @ Kaizen

@katherynrwatson@kaizen_agency
For as long as I can remember, I’ve
been greedy

@katherynrwatson@kaizen_agency
For as long as I can remember, I’ve
been greedy enjoyed doing a bit of
everything

@katherynrwatson@kaizen_agency
THE
MUM
THE
THINKER
THE
RESEARCHER
THE
OPTIMIST
THE
INTUITIVE
ONE
THE
PESSIMIST

@katherynrwatson@kaizen_agency
Here’s how to become a PR unicorn
using the 6 hats method...

@katherynrwatson@kaizen_agency
Chance to plan for action and flex our
project management muscles
(be a Mum)

@katherynrwatson@kaizen_agency
Consider putting each campaign idea
past ‘Mum’ criteria before running
with it

kaizen.co.uk@kaizen_agency kaizen.co.uk@kaizen_agency
A blue hat wearer in PR uses project
management and criteria to ensure a
campaign’s success

@katherynrwatson@kaizen_agency
A strong campaign has multiple
levels because data is at the heart of
it

@katherynrwatson@kaizen_agency
Data sources we had Stories we could tell
Global usage of mobile wallets
Attitudes towards mobile wallets, by
age
Mobile wallet adoption rate by each
platform
Mobile wallet transaction value
around the world
Devices that support mobile wallets

@katherynrwatson@kaizen_agency
So, we showed everything

@katherynrwatson@kaizen_agency
The coverage we achieved
97 Pieces of Coverage
59 Follow Links
Avg. Domain Rating of 49

kaizen.co.uk@kaizen_agency kaizen.co.uk@kaizen_agency
A white hat wearer in PR knows how
to digest data and use it to make
compelling stories

@katherynrwatson@kaizen_agency
Be like Kayon

@katherynrwatson@kaizen_agency
Emotive stories are great hooks

@katherynrwatson@kaizen_agency
Which performed the best?
Where to go in February: 18 Country Colour
Palettes From Around The World
81%
Explore the World: Country Colour Palettes by
Temperature
38%
Shades of Summer: Where to Take Your
Holiday Break According to Colour
64%
Headline: Open Rate:

@katherynrwatson@kaizen_agency
Trust. Your. Gut.

kaizen.co.uk@kaizen_agency kaizen.co.uk@kaizen_agency
A red hat wearer in PR trusts their
gut instinct and appeals to emotional
drive

@katherynrwatson@kaizen_agency
“Creativity is a skill that everyone can
learn”
-Edward deBono

@katherynrwatson@kaizen_agency
If you struggle to be creative, there is
a way to fake it...

@katherynrwatson@kaizen_agency
Think asset
first
Make
something
better
Jump on a
trend

@katherynrwatson@kaizen_agency
Try ideation as a group activity

@katherynrwatson@kaizen_agency
Flesh out the client beforehand
for a kickstart
TRAVEL
Holiday
Adventure Tourism
Family
Relaxation Couples
Packing Airport

kaizen.co.uk@kaizen_agency kaizen.co.uk@kaizen_agency
A green hat wearer in PR can offer a
creative idea & solution

@katherynrwatson@kaizen_agency
Digital PR can be really f*cking hard

@katherynrwatson@kaizen_agency
Some campaigns fail, and that’s okay

@katherynrwatson@kaizen_agency
It’s how you turn it around that
matters

@katherynrwatson@kaizen_agency
Reworking Pivoting
◆ Repitching
& position
◆ Look at the
story
◆ Mix up
headlines
◆ Reprospect
◆ New data
metric
◆ Extra
asset
◆ Angle
sidestep
◆ Change
the visual

kaizen.co.uk@kaizen_agency kaizen.co.uk@kaizen_agency
A yellow hat wearer in PR is able to
pivot a campaign to deliver results

@katherynrwatson@kaizen_agency
The black hat wearer IS NOT the
bearer of bad news

@katherynrwatson@kaizen_agency
Forget putting people into ‘boxes’

@katherynrwatson@kaizen_agency
You’re most likely already a unicorn

kaizen.co.uk@kaizen_agency
THANK YOU
www.kaizen.co.uk
Get in touch with us!
katheryn.watson@kaizen.co.uk
@katherynrwatson

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Digital PR & Critical Thinking - Kat Watson

1. kaizen.co.uk@kaizen_agency @katherynrwatson@kaizen_agency Being a PR Unicorn & Using the 6 Thinking Hats Katheryn Watson Head of PR @ Kaizen

2. @katherynrwatson@kaizen_agency Hello!

3. @katherynrwatson@kaizen_agency For as long as I can remember, I’ve been greedy

4. @katherynrwatson@kaizen_agency For as long as I can remember, I’ve been greedy enjoyed doing a bit of everything

5. @katherynrwatson@kaizen_agency

6. @katherynrwatson@kaizen_agency THE MUM THE THINKER THE RESEARCHER THE OPTIMIST THE INTUITIVE ONE THE PESSIMIST

7. @katherynrwatson@kaizen_agency Here’s how to become a PR unicorn using the 6 hats method...

8. @katherynrwatson@kaizen_agency

9. @katherynrwatson@kaizen_agency Chance to plan for action and flex our project management muscles (be a Mum)

10. @katherynrwatson@kaizen_agency outreach timeline client communication press release copywriting email templates research & data design dates feedback rounds ideation quality check client calls launch date exclusive outreach overall design idea scope session awareness days KPIs & link-tracking brand voice prospecting social campaign on-page assets embed code email scheduling re-angling client reporting

11. @katherynrwatson@kaizen_agency Ask the right questions 1. Why are we doing this campaign? 2. What is the main point of the piece? 3. Are we drifting too far from the brand? 4. Is this newsworthy? 5. Will anyone be interested?

12. @katherynrwatson@kaizen_agency Consider putting each campaign idea past ‘Mum’ criteria before running with it

13. kaizen.co.uk@kaizen_agency kaizen.co.uk@kaizen_agency A blue hat wearer in PR uses project management and criteria to ensure a campaign’s success

14. @katherynrwatson@kaizen_agency

15. @katherynrwatson@kaizen_agency A strong campaign has multiple levels because data is at the heart of it

16. @katherynrwatson@kaizen_agency

17. @katherynrwatson@kaizen_agency

18. @katherynrwatson@kaizen_agency

19. @katherynrwatson@kaizen_agency Data sources we had Stories we could tell Global usage of mobile wallets Attitudes towards mobile wallets, by age Mobile wallet adoption rate by each platform Mobile wallet transaction value around the world Devices that support mobile wallets

20. @katherynrwatson@kaizen_agency So, we showed everything

21. @katherynrwatson@kaizen_agency The coverage we achieved 97 Pieces of Coverage 59 Follow Links Avg. Domain Rating of 49

22. kaizen.co.uk@kaizen_agency kaizen.co.uk@kaizen_agency A white hat wearer in PR knows how to digest data and use it to make compelling stories

23. @katherynrwatson@kaizen_agency Be like Kayon

24. @katherynrwatson@kaizen_agency

25. @katherynrwatson@kaizen_agency Emotive stories are great hooks

26. @katherynrwatson@kaizen_agency

27. @katherynrwatson@kaizen_agency Which performed the best? Where to go in February: 18 Country Colour Palettes From Around The World 81% Explore the World: Country Colour Palettes by Temperature 38% Shades of Summer: Where to Take Your Holiday Break According to Colour 64% Headline: Open Rate:

28. @katherynrwatson@kaizen_agency Trust. Your. Gut.

29. @katherynrwatson@kaizen_agency

30. kaizen.co.uk@kaizen_agency kaizen.co.uk@kaizen_agency A red hat wearer in PR trusts their gut instinct and appeals to emotional drive

31. @katherynrwatson@kaizen_agency

32. @katherynrwatson@kaizen_agency

33. @katherynrwatson@kaizen_agency “Creativity is a skill that everyone can learn” -Edward deBono

34. @katherynrwatson@kaizen_agency If you struggle to be creative, there is a way to fake it...

35. @katherynrwatson@kaizen_agency Think asset first Make something better Jump on a trend

36. @katherynrwatson@kaizen_agency Try ideation as a group activity

37. @katherynrwatson@kaizen_agency Flesh out the client beforehand for a kickstart TRAVEL Holiday Adventure Tourism Family Relaxation Couples Packing Airport

38. kaizen.co.uk@kaizen_agency kaizen.co.uk@kaizen_agency A green hat wearer in PR can offer a creative idea & solution

39. @katherynrwatson@kaizen_agency

40. @katherynrwatson@kaizen_agency Digital PR can be really f*cking hard

41. @katherynrwatson@kaizen_agency

42. @katherynrwatson@kaizen_agency Some campaigns fail, and that’s okay

43. @katherynrwatson@kaizen_agency It’s how you turn it around that matters

44. @katherynrwatson@kaizen_agency Reworking Pivoting ◆ Repitching & position ◆ Look at the story ◆ Mix up headlines ◆ Reprospect ◆ New data metric ◆ Extra asset ◆ Angle sidestep ◆ Change the visual

45. kaizen.co.uk@kaizen_agency kaizen.co.uk@kaizen_agency A yellow hat wearer in PR is able to pivot a campaign to deliver results

46. @katherynrwatson@kaizen_agency

47. @katherynrwatson@kaizen_agency The black hat wearer IS NOT the bearer of bad news

48. @katherynrwatson@kaizen_agency Think about the P.O.V from each of these people The brand The piece The audience The publication

49. @katherynrwatson@kaizen_agency If this link isn’t obvious, start again The brand The piece The audience The publication

50. @katherynrwatson@kaizen_agency

51. @katherynrwatson@kaizen_agency Pepsi failed The brand The piece The audience The publication Found it insensitive Link between activism and soft drinks? Was culturally inappropriate Scrutinised the advert to the tiniest detail

52. kaizen.co.uk@kaizen_agency kaizen.co.uk@kaizen_agency A black hat wearer protects their clients’ brand identity at all costs

53. @katherynrwatson@kaizen_agency Forget putting people into ‘boxes’

54. @katherynrwatson@kaizen_agency You’re most likely already a unicorn

55. @katherynrwatson@kaizen_agency To summarise, a PR unicorn: Offers a creative solution Can pivot a campaign Protects brand identity Uses data for storytelling Trusts their gut instinct Asks all the right questions

56. kaizen.co.uk@kaizen_agency THANK YOU www.kaizen.co.uk Get in touch with us! katheryn.watson@kaizen.co.uk @katherynrwatson

Digital PR & Critical Thinking - Kat Watson

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