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Whether you’re a blogger or brand manager, a journalist or comms consultant, wine producer or content creator, we all need to look in the mirror regularly and ask: am I looking good? Is my brand image all that it should be? This group will examine PR and how it can help or hinder. We are all brand managers. Because everything you do is part of building Brand You. This presentation is owned and copywritten by Alastair Bathgate, Justin Howard-Sneyd, Louise Hurren, Paul Mabray and Richard Siddle, 2013
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HOW TO SHINE ONLINE
(AND WHY PR IS A NECESSARY EVIL)
Richard Siddle
Justin Howard-Sneyd
Alastair Bathgate
Paul Mabray
Alastair Bathgate
Public Relations
NECESSARY
EVIL
Traditional Media
“New” media
Ethics in writing
Nobody is squeaky clean
Build a brand, not just a voice
Be honest about your objectives
Do you stand by everything you’ve said?
Someone will take your opinion as fact
Integrity
blog.sourcemetrics.com
By the Numbers
Jancis Robinson – 29,808Robert Parker - 20,082Alder Yarrow – 18,675Joe Roberts – 13,451Catavino – 5,343Steve Heimoff – 4,140
Blurred Lines
The Math Disconnect
The actual number for 2012 was over 200K.Only approximately 40K are professionally rated.Far less are rated by the super-critics (25 w/ an audience over 100K).
The New Wine Communicators
“It is a bull market for free content,” Tyler Coleman
The New Wine Communicators
The New Wine Communicators
The New Wine Communicators
If all that fails . . .
Filler between Speeches
How to Shine Online
The Decline of PR
Social Media has Reinvented PR
PR is Everyone’s Job in the New World of Social Media
Distribution, Distribution, Distribution
Content is Still King
“Content will be the future of advertising, people distributing and creating content for your brand will be the barometer of your advertising success.” Barry Schuler – former CEO AOL/Time Warner/CEO Meteor Vineyards
Spray and Pray is Toxic
http://proubliette.tumblr.com/
Writer/Publication Accessibility
Gasoline or a Fire Extinguisher
How To Shine Online (and why PR is a necessary evil)
Justin Howard-Sneyd MW
Global Wine Consultant – Laithwaite’s Wine
What are businesses interested in?
What is PR?
“PR and corporate communications is marketing, except, you’re selling
an intangible to an audience with no interest.”
Richard Reavey
What is PR?
“Advertising: I walk into a bar and tell the first hot girl I see how amazing I am
in bed. The hot girl doesn’t go home with me.
“PR: I walk into a bar and a friend of the hot girl sees me and tells her friend how
great I am in bed. The hot girl goes home with me”
Peter Shankman
What is PR?
“Public relations is the discipline which looks after reputation, with the aim of
earning understanding and support and influencing opinion and behaviour. It is
the planned and sustained effort to establish and maintain goodwill and mutual understanding between an
organisation and its publics.” Chartered Institute of Public
Relations
Who are the ‘publics’?
Who are the ‘influencers’?
Who are Laithwaite’s target audience?
How do these people choose their wines?
The brand journey
Storytelling
How can wine bloggers contribute?
Readers: no longer just an audience
Join in…take part…set the agenda
Audience now tells the news
It is not as easy as A…B…C…
A master in wine, but not in writing
Just because you know about wine does not mean you can communicate about it
World of wine does not need any more wine specialists
It needs people who can communicate about it
It needs people who know about PR
PR can help you tell the story you have
Have you the right skills to be heard?
Mirror, mirror on the wall…
How to stand out from the crowd
“SHOW US A SIGN…ANY SIGN!?”
How to stand out from the crowd
You have to know how to “sell” your story. How to use PR
80% of stories in press are from press releases/wires/
Only 12% is original research
But majority of press releases are deleted. No story.
Not what you say but how you say it
Winery invests in a new water plant. Not a story
Winery’s new water plant provides water for local community. Good story
What makes you special?
One thing being a specialist
How you tell your story
Analyse your user traffic/
Google analytics
Go where your audience
wants you to go
To be heard you have to be a DIGITAL SPECIALIST
Digital Future:Old and New Worlds working together
Journalism working with audience/users/blogs
“Audience” using journalism to tell their story
Blogs yes. But live blogging from events
Video yes. Video diary from wine trip/vintage
Vintage news. Live data feed of harvest
WE ARE ALL IN THIS TOGETHER
Have your say on HARPERS
Join in with Harpers online
Start your own blog on Harpers.co.uk
You just have got to have something to say
Contact me [email protected]
@richardsiddle
