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Cropped down version of a slideshow to illustrate lecture at University of Greenwich Business School.
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By Scot Devine 15.11.2010 @ Greenwich University Business School
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If I was down to my last dollar, I’d
spend it on PR
Blah, blah, blah
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Why would ya do that, Bill?
• Driven by dialogue not monologue
• Trusted – characterised by third party endorsement
• (Typically) non-interruptive - people choose to engage
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Agenda
1. The commercial context of consumer PR
2. Consumer PR content
3. How to get your consumer comms on-brand
4. Tools/application – learn how to package your story using key PR tropes
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PR content helps sell products
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Must be strong enough to sell ‘papers’ (magazines, radio, TV etc)
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Packaging PR content to demand
Charlie Brooker hilariously parodies how TV news packages are put together on TV - but also provides a guide for the kind
of elements TV journalists are looking for from PRs.
http://www.youtube.com/watch?v=YtGSXMu WMR4&playnext=1&list=PLD379FC89C4A2BDE0&index=1
Click to edit Master title styleMedia needs PR Content
Perhaps: PR content = Media needs + (or -) client message
Media needs Brand messageMedia needs
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Human interest story Swizzels understand what children want more than any other brand
Create a dream job – find a child to become the official sweet taster for the brand
Superlatives – ‘first’, ‘best’, ‘most’
‘New’ news
Taps into news values(currency, recency,
continuation etc)
National & local
‘Man bites dog’
For instance
Brand messageMedia needs PR Content
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A schoolboy has beaten thousands of other youngsters to land every child's dream job - official taster for a sweet company.
Harry Willsher's chief responsibilities will be eating Love Hearts, Refreshers and Cola Bottles in the name of research.
In action
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Consumer PR influences shopping decisions
Need or want new product
ResearchMedia reviews
Peer reviews
Word of mouth
Compare
Buy
Review
Audience-tailored product and brand campaigns to stimulate purchase
Well-managed reviews in traditional and digital media to guide buying
decisions
Opportunity to do joint PR with price comparison sites
Provide sales staff with 5 star reviews and product awards
Give bloggers/online influencers products to review
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What does this company make?
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Entertainment content or sports gear?
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Content and communication products or sports gear?
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Behaviour-changing events or sportswear?
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Recreate something: bringing Call of Duty to life
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12/04/2023 21
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Now: PR content = Journalist needs and/or consumer content/communication tool + (or -) client message
Media needs PR Content Brand message
Empower consumers
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Using apps to tell the story
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An example of integration in action
http://vimeo.com/2492747
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On-brand integration: promoting a promotion (T-Mobile’s ‘Big Night In’, with experiential activity that ‘brand-to-hand’ marketing and advertising can
harness
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Leveraging celebrity to generate consumer interest? Make sure the star’s ‘brand attributes’ tally with the brand’s
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Bang on brand – Rankin and the Macallan
http://www.youtube.com/watch?v=3r1Psxg-coc
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Tropes vs original ideas
You find certain tried and tested tactics in PR that the media seem to love – a few examples follow (all have generated plentiful
editorial coverage)
Try to create your own versions for different brands/products – but remember that a fresh, original spin on the trope is vital, as ‘man
bites dog’ is key
Tropes without any unusual or quirky approaches tend to fail – you can use a classic image but approach it in a new, creative way
Watch out – using a trope is not always right for the brief – anyway, if you have a more original idea or can seize the zeitgeist,
do it
When reviewing these, try to figure out what the client is trying to convey, and whether they did so successfully
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Insure an unusual body part
• Angela Mount insured taste buds for £10m
• How would you put a spin on this for your client?
• For instance a musician’s ear, a toymaker’s imagination?
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Find a new way of talking about a hackneyed issue
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Create something from your product: Sharp TV Xmas trees & Tampax tampon chandeliers
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Re-invent an icon: British Potato Council meets American Beauty
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Solve a problem with innovation: Travelodge’s sleep suit
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Create an iconic image from something unusual: Smarties
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Solve a problem with an innovation (prototype): Dating Direct’s Work to Flirt Dress
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Organise an unusual pilot scheme: Gym Box Human Dumbbells
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Make the childish adult: Sandcastle Hotel for Laterooms.com
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Create an image from something unusual: B&Q Mowna Lisa
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Ends
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e: scot.devine@brands2life.comt: @scotd
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