Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Public relations planning excercise

2,073 views

Published on

A public relations planning exercise using free and low cost digital tools to characterise an audience or public, with the goal of attracting people to visit Newcastle. Prepared for a lecture at Newcastle University.

Published in: Social Media
  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Are You Heartbroken? Don't be upset, let Justin help you get your Ex back. ♣♣♣ http://t.cn/R50e5nn
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • This Is How You Pitch: How To Kick Ass In Your First Years of PR --- http://amzn.to/1TYYETW
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • The New Rules of Marketing and PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly --- http://amzn.to/1MvxKvb
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Pitch Perfect: How to Say It Right the First Time, Every Time --- http://amzn.to/22wt0yP
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Public relations planning excercise

  1. 1. 1 | 04.03.2016 How to get people to visit Newcastle? Public relations planning exercise How do we persuade more people to visit Newcastle? Stephen Waddington Visiting Professor, Newcastle University wadds.co.uk @wadds
  2. 2. 2 | 04.03.2016 Introducing #PRstack
  3. 3. 3 | 04.03.2016 #PRtoolbox This is a public relations planning exercise using data and tools to identify a public (or audience to use marketing speak) and insights to influence behavioural change. I’ve used free or low-cost tools to enable other people you to experiment with the process and methodology. Free or low cost tools are never as sophisticated or robust as commercial tools and there is no guarantee of the quality of the output or continuity of service. There is no such thing as free.
  4. 4. 4 | 04.03.2016 #PRtoolbox This is a public relations planning exercise using data and tools to identify a public (or audience to use marketing speak) and insights to influence behavioural change. I’ve used free or low-cost tools to enable other people you to experiment with the process and methodology. Free or low cost tools are never as sophisticated or robust as commercial tools and there is no guarantee of the quality of the output or continuity of service. There is no such thing as free.
  5. 5. 5 | 04.03.2016 Challenge A travel agent wants to attract people from around the UK to visit Newcastle for short breaks. You’ll find a full list of the tools and links at wadds.co.uk/prtoolbox.
  6. 6. 6 | 04.03.2016 Public relations planning Research Insight Strategy CreativityContent Channels Evaluation
  7. 7. 7 | 04.03.2016 Public relations planning Research Insight Strategy CreativityContent Channels Evaluation
  8. 8. 8 | 04.03.2016 A. Demographics and behaviour 1. Office for National Statistics 2. YouGov Profiler LITE 3. Facebook Ad Insights B. Customer journey 4. Google Customer Journey 5. Google Consumer Barometer 6. Google Search Trends 7. Google AdWords Keyword Planner 8. Google Search (incognito) 9. AnswerThePublic.com 10. Similarweb C. Social media 11. Instagram 12. Twitter 13. Followerwonk 14. Bluenod 15. Echosec 16. TripAdvisor Tools
  9. 9. 9 | 04.03.20169 | 04.03.2016 A Demographics and behaviour
  10. 10. 10 | 04.03.2016 #1 Office for National Statistics The Office for National Statistics collates data about statistics related to the economy, population and society of England and Wales. How 1. Visit Office of National Statistics 2. Look up data and reports related to tourism
  11. 11. 11 | 04.03.2016 Insight #1 London is a destination for international travellers
  12. 12. 12 | 04.03.2016 UK staycations popular since financial crisis. Approx. 55m per year
  13. 13. 13 | 04.03.2016 #2 YouGov Profiler YouGov Profile is a segmentation and planning tool for agencies and brands based on YouGov consumer research. How 1. Visit YouGov Profiler and search for leads 2. Explore consumer profile and data that is returned
  14. 14. 14 | 04.03.2016 Young people seeking entertainment, male bias
  15. 15. 15 | 04.03.2016 Bias to digital naturals, and online media
  16. 16. 16 | 04.03.2016 #3 Facebook Ad Insights Use Facebook Ad planner to build a campaign and characterize the potential audience. How 1. Log onto Facebook and create an ad campaign 2. Use the variables from prior planning process to target the campaign
  17. 17. 17 | 04.03.2016
  18. 18. 18 | 04.03.2016 Characterise the size of the UK market 17 to 35 year olds – approx. 19 million
  19. 19. 19 | 04.03.2016 Behavioural insight: approx. 4.5 million frequent travellers
  20. 20. 20 | 04.03.201620 | 04.03.2016 B. Customer journey
  21. 21. 21 | 04.03.2016 #4 Google Customer Journey The Google Customer Journey shows what channels influence customer decisions at different points in the purchase cycle. How 1. Head to the Google Customer Journey tool 2. Filter by country and market 3. Compare results with different markets, such as US
  22. 22. 22 | 04.03.2016
  23. 23. 23 | 04.03.2016 Discovers typically starts with search Multi-channel approach to selection Deal closed with directly
  24. 24. 24 | 04.03.2016 #5 Google Consumer Barometer Consumer Barometer helps you understand how people use the internet. It digs into more detail than the Customer Journey Tool. It covers 45 countries and 10 product categories. How 1. Visit Google Consumer Barometer 2. Use pre-populated questions or the filter options 3. Compare the influence of different forms of media on the customer journey
  25. 25. 25 | 04.03.2016 Online shopping indexes highly for hospitality and tourism
  26. 26. 26 | 04.03.2016 Very high for age demographic
  27. 27. 27 | 04.03.2016 #6 Google Search Trends Google Trends shows how often a particular search-term is entered relative to the total search-volume across various regions of the world, and in various languages. How 1. Visit Google Trends 2. Search by keyword, filtered by country 3. Analyse trends by date 4. Review competitors
  28. 28. 28 | 04.03.2016 Low in October to December High in July and August
  29. 29. 29 | 04.03.2016 UK dominant search location for Newcastle
  30. 30. 30 | 04.03.2016 Travel is a frequency term associated with Newcastle
  31. 31. 31 | 04.03.2016 #7 Google AdWords Keyword Planner Google AdWords Keyword Planner shows the search frequency that keywords and the actual search terms people enter into Google when conducting a search. How 1. Visit Google AdWords Keyword Planner and select tools 2. Filter by country, device and locations 3. Review competitors 4. Analyse time period comparisons to review trends
  32. 32. 32 | 04.03.2016 Low October to December Summer high, peaking in May
  33. 33. 33 | 04.03.2016 Related searches for hotel
  34. 34. 34 | 04.03.2016 Long tail search results
  35. 35. 35 | 04.03.2016
  36. 36. 36 | 04.03.2016 #8 Google Search Google is the dominant search engine. Using Google in incognito shows how content appears in search. How 1. Visit Google 2. Search by keyword and take a consumer eye view to results 3. Use link: and related: to find similar sites
  37. 37. 37 | 04.03.2016 Visit NewcastleGateshead is well optimised for search
  38. 38. 38 | 04.03.2016 Football, airport, university, TripAdvisor, Chronicle and Council all make up top 10
  39. 39. 39 | 04.03.2016 Linked sites: no strong correlation or insight
  40. 40. 40 | 04.03.2016 Related sites: Theatre, Centre for Life and Hadrian’s Wall
  41. 41. 41 | 04.03.2016 #9 AnswerThePublic.com AnswerThePublic.com is a tool built by search and content agency PropellerNet. It enables you to interrogate aggregated auto-complete data from Google and understand the real questions that people are asking when they complete a search query. How 1. Visit AnswerThePublic.com 2. Search by a variety of keywords. Use the terms surfaced by Google Keyword planner.
  42. 42. 42 | 04.03.2016
  43. 43. 43 | 04.03.2016 Football and university
  44. 44. 44 | 04.03.2016 Football, entertainment, what’s on
  45. 45. 45 | 04.03.2016 #10 Similarweb Similarweb characterises a website. It profiles traffic, referral sources, and related websites. How 1. Visit Similarweb and query websites 2. View results by top content and top influencers
  46. 46. 46 | 04.03.2016 Well indexed, good performing site
  47. 47. 47 | 04.03.2016 Estimated 50,000 to 100,000 visitors per month
  48. 48. 48 | 04.03.2016 Search is dominant source of traffic, then direct. Social media limited
  49. 49. 49 | 04.03.201649 | 04.03.2016 C. Social media
  50. 50. 50 | 04.03.2016 #11 Instagram Instagram allows limited content searches around hashtags. It can be useful for to discover basic information about popular culture. You can do the same on Pinterest. How 1. Visit Instagram on the web and log on with your Instagram account 2. Search keywords and hashtags for indication of culture and society
  51. 51. 51 | 04.03.2016 Football and food indexes highly
  52. 52. 52 | 04.03.2016 #12 Twitter Popular online social network for short messages. Mobile and news driven. How 1. Visit Twitter and log in with your account details 2. Use advanced search function to interrogate influencer, hashtags, keywords and conversations
  53. 53. 53 | 04.03.2016 Strong community: football, student life, entertainment, shopping, travel
  54. 54. 54 | 04.03.2016 Football, university and airport
  55. 55. 55 | 04.03.2016 #13 Followerwonk Followerwonk enables you to search Twitter bios by keywords and return results based on networks, followers and social authority score. How 1. Visit Followerwonk and log in with your Twitter details 2. Search by bio location and keyword
  56. 56. 56 | 04.03.2016 Interesting community: celerity, football, Greggs and media
  57. 57. 57 | 04.03.2016 Media, entertainment, politicians
  58. 58. 58 | 04.03.2016 #14 Bluenod Bluenod is a paid for tool that characterises a network or community around a topic. How 1. Create an account on Bluenod 2. Investigate popular hashtags 3. Identify influential people and frequent sharers within the network
  59. 59. 59 | 04.03.2016 Insight #1 Football, media and bloggers Strong community. Investigate influencers over time
  60. 60. 60 | 04.03.2016 #15 Echosec Echosec is a location based social media monitoring tool that extracts location meta data from social media posts and serves the results overlaid on a Google Map. How 1. Visit Echosec and select demo options 2. Search by postcode and mark an area to interrogate
  61. 61. 61 | 04.03.2016 Lots of social content shared around the university (no surprise)
  62. 62. 62 | 04.03.2016 Location check-ins, retail and entertainment
  63. 63. 63 | 04.03.2016
  64. 64. 64 | 04.03.2016 #16 TripAdvisor Destination website and app for travel deals and reviews. How 1. Visit TripAdvisor 2. Take a consumer eye view of hotels, restaurants and attractions
  65. 65. 65 | 04.03.2016 Natural beauty ranks highly on TripAdvisor
  66. 66. 66 | 04.03.201666 | 04.03.2016 D. Insights
  67. 67. 67 | 04.03.2016 Research Summary 1 1. The market for staycations is strong (ONS) but not for international visitors (Google) 2. The customer journey for short UK breaks starts with search and is closed directly (Google) 3. Social media appears to have limited impact on research and selection (various) 4. The Newcastle experience (various)  How to get there, where to stay  Entertainment  Football and natural environment  Universities, student population
  68. 68. 68 | 04.03.2016 Research Summary 2 5. Potential Facebook audience of around 4.5 million people (age: 17 to 35, behaviour: freq. travel) (Facebook) 6. July and August are peak periods for short breaks to Newcastle, October to December is least (Google) 7. Newcastle/Gateshead could be a potential partnership opportunity (Various) 8. Active Twitter community. Key influencers: airport, NUFC and Newcastle University
  69. 69. 69 | 04.03.2016 Thank you
  70. 70. 70 | 04.03.201670 | 04.03.2016 Public relations planning exercise How do we get people to visit Newcastle? Stephen Waddington Visiting Professor, Newcastle University wadds.co.uk @wadds

×