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…

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How can media relations help a start-up?

• A half page black and white advert in The Sunday Times costs….

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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

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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

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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.

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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.

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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.

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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.

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WHAT IS NEWS?

• But also could be:– A new recruit / appointment– Job creation / expansions– A big contract win– Financial results– Charity work– Award wins

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Press release writing

• Headline• (sub head)• Summary• Detail• Quote• Notes to editors – about the company /

media contacts

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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

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Integrating PR with social media

• Follow journalists relevant to sector / local media

• Tweet news• Monitor for comment opportunities• Share coverage through social

channels

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Feature pitching

• Forward features search• Reviewing synopsis• Drafting a winning pitch• Expert comment• Supporting facts• Customer case studies• Something they can’t get elsewhere

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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)

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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

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Contact us

Twitter: @mucklemedia

LinkedIn: http://www.linkedin.com/in/nathalieagnew

Website: www.mucklemedia.co.uk

Telephone: 0131 463 1312

Email: nathalie.agnew@mucklemedia.co.uk