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This is a brief introduction to PR for start-ups looking for inspiration before dipping their toe in the water.
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Introduction to PR
Nathalie Agnew
@mucklemedia / @theweeagency Image credit: SLB Communications
@mucklemedia / @theweeagency
We’re going to focus here on some easy win media relations ideas to get your started…
@mucklemedia / @theweeagency
How can media relations help a start-up?
• A half page black and white advert in The Sunday Times costs….
@mucklemedia / @theweeagency
How can PR help a start-up?
• A half page black and white advert in The Sunday Times costs…. £19,500
• In simple terms PR and media relations can be used by start-ups to get a product or service in front of your target audience without paying for advertising
@mucklemedia / @theweeagency
Creativity in PR..
• Some of the best and most creative ideas are actually very simple
• Big ideas can be scaled back• Just because it’s wacky and people might
write about it, doesn’t mean it will help your business
• What’s the call to action of the creative idea?
• Would you talk about it in the pub? Or by the water cooler
@mucklemedia / @theweeagency
Creativity case studies
The Olympic Torch Relay. The IOC’s world famous Torch Relay, has been executed in the months before the Winter and Summer Games since 1936.
@mucklemedia / @theweeagency
Creativity case studies
Calendar Girls. In 1999 a group of eleven members of the Women’s Institute (in Yorkshire, UK) stripped to create a calendar to raise money for charity. The original calendar featured the women posing nude – obscured by baked goods and flower arrangements. 800,000 copies were sold worldwide.
@mucklemedia / @theweeagency
Creativity case studies
Best Job In The World. To bring tourist attention to their region Tourism Queensland took an advert to recruit an “island caretaker” willing to spend six months exploring the land and waters around the Great Barrier Reef for £70,000.
@mucklemedia / @theweeagency
Creativity case studies
To mark the release of The Simpsons Movie in July 2007, Fox Theatrical created a 70m x 50m chalk Homer in his underpants on a hillside to mirror the famous, 250 yr old chalk Giant Of Cerne Abbas and brandishing his very own magical symbol, a doughnut.
@mucklemedia / @theweeagency
WHAT IS NEWS?
• But also could be:– A new recruit / appointment– Job creation / expansions– A big contract win– Financial results– Charity work– Award wins
@mucklemedia / @theweeagency
Press release writing
• Headline• (sub head)• Summary• Detail• Quote• Notes to editors – about the company /
media contacts
@mucklemedia / @theweeagency
Meeting the needs of journalists
• Need stories• Deadline driven• Images help• Think about their audience• Ultimately, though they aren’t there to write
about your business, they are there to write interesting news and features that interest their readers
@mucklemedia / @theweeagency
Integrating PR with social media
• Follow journalists relevant to sector / local media
• Tweet news• Monitor for comment opportunities• Share coverage through social
channels
@mucklemedia / @theweeagency
Feature pitching
• Forward features search• Reviewing synopsis• Drafting a winning pitch• Expert comment• Supporting facts• Customer case studies• Something they can’t get elsewhere
@mucklemedia / @theweeagency
Being a thought leader / being an expert
Securing speaking opportunities
Guest blogging Winning awards
• Trade / sector awards• Product awards• Leadership awards• Best place to work• (look at the competition)
@mucklemedia / @theweeagency
Developing a PR plan• Objectives
o Specifico Measurableo Achievableo Realistico Time-measured
• Strategyo Overarching approach to meet objective
• Tacticso How to go about it
• Evaluationo How to measure results
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Exercise
• This about your business and identify an objective that tactical PR could help you to achieve
• Think through the steps in the handout and draft an idea
• Discuss with the person sitting beside you• Share with the group at the end if you’d
liked
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Business objective What are you trying to achieve?Strategy How will you get there?Story What makes this something media will want to write about?
Biggest / smallest Game changing in your industry
Pitch angles How can you adapt the story to suit different media? Financials Quirky Person led Market insight
Target audience Who are the potential customers for your product or service? Who influences these prospects?
Target media (to reach the audience)
Broadcast (look through the Radio Times) National / Regional / Local Consumer lifestyle Trade Business
Timing Embargo / exclusive / news agenda
Collateral Press release and links Branded images Spokespeople including any third parties Sample boxes for selected press Case studies – media love them
Approach Develop the materials and content Identify key media Discuss by phone, follow up with email, be persistent in chasing them to
achieve the coverage
@mucklemedia / @theweeagency
Contact us
Twitter: @mucklemedia
LinkedIn: http://www.linkedin.com/in/nathalieagnew
Website: www.mucklemedia.co.uk
Telephone: 0131 463 1312
Email: [email protected]