Keep It Simple

Generally speaking, effective PR campaigns don’t need to be über sophisticated. Indeed the most effective campaigns are often the simplest.

I’ve just read about an award winning campaign run by the Thames Water PR team I’d like to share with you. In a nutshell the campaign involved:

Research – which highlighted that 41% of people flushed unsuitable products down toilets (establish the facts)
Press material – coining the phrase ‘sewer abuse’ (tell the story)
A photocall – ‘come and see the sewers under Leicester Square’ (bring the story to life)
A link up with TV’s Grimefighters (piggy back on something popular/topical)
Christmas case studies – positioning workers as ‘sewer heroes’ (give it a human angle)
Result: The campaign achieved 101 pieces of coverage in target media, and there were 9,000 hits to the campaign site.
I’d call that a result wouldn’t you?

Well Seasoned

December is finally here – so it’s time to start thinking about your Xmas PR campaign right?

Wrong! Timing is key in PR planning and if you don’t take into account media lead times you’re wasting your time.

The glossy monthlies work up to six months in advance so when the snow’s on the ground it’s time to be talking picnics, swimwear and bbqs.

Weekly magazines will have shorter lead times but we’re still talking months. Newspaper and broadcast lead times vary depending upon which section/programme you’re targeting, but you still need to allow plenty of time.

If it’s the trade press you’re targeting then long lead times also often apply – particularly when it comes to features.

As a rule it’s always good to have time on your side. Local papers often appreciate copy they can hold over - particularly during holiday periods, when news teams are depleted and pages still have to be filled.

So, who fancies an ice cream?

A good day to bury bad news...

Well there’s nothing like a long-awaited royal engagement to capture the public’s attention is there?

It’s a few years ago now that a government press officer was hounded out of Whitehall for highlighting a forthcoming ‘good day to bury bad news’.

I can’t even recall what the bad news was, but the reaction was one of horror. As if a responsible government/organisation/business would do such a thing…

Well, sometimes press officers and PRs have a duty to release news that’s...well, not particularly good. And knowing how vicious the press can be, there are times when you really don’t want make the front page.

Openness and honesty are fine corporate values, but they cut both ways and sometimes you have no option other than to get on with it, and prepare yourself for the worst.

As spin doctors well know, it’s pretty rare that good news makes it onto the front pages and I’m sure the announcement of the royal engagement was carefully planned to lift the economic gloom.

And that made yesterday a very good day to bury bad news.

Playing the PR 'Long Game'

Norfolk’s flagship library at the Forum in Norwich has just been named as the busiest library in the country, for the fourth year running – with an incredible 1.4 million visitors through its doors between April 2009 and March this year. http://www.norfolk.gov.uk/News/NCC085659

Between them members borrowed a staggering 1,154,000 items – ranging from books to DVDs, console games and CDs.

Not bad, when the likes of Giles Coren (BBC 2: Giles and Sue Live The Good Life) describes modern day libraries as places ‘where lunatics go to shelter from the rain’. www.bbc.co.uk/programmes/b00w08q9

To be fair, Giles Coren’s view of libraries is pretty typical – indeed many libraries are pretty uninviting and uninspiring places. So it’s credit to Norfolk that it has a library service that is loved by local people and looked up to by the rest of the library world.

And PR has certainly played its part – helping to change perceptions and raise awareness of how things have changed. Changing hearts and minds can be a lengthy process and to its credit the county council has been prepared to play the ‘long game’ – a strategy which is paying off.

Public services are prime targets for criticism and there have certainly been some storms to weather over the past years, but let’s hope Norfolk’s Library Service continues to go from strength to strength.

As ever – it’s a case of use it or lose it - so with free internet access, free membership, free book borrowing, low cost film and music loans, free events and activities (and a place to shelter from the rain) – what are you waiting for?

And the award goes to....

As I’ve said before I’m a big fan of awards. There’s a whole host of reasons why entering – and even winning – awards is good for business.

And I’ve just read some interesting research, (carried out on behalf of the British Quality Foundation and the European Foundation for Quality Management), in respect of their Excellence Awards:

• Three years after receiving an award, 120 European companies outperformed non-winners by an average of 17% (sales) and 36% (share value). Improved financial performance was already evident 12 months after the win.

• In the US, smaller award winning companies showed a 63% increase in operating income and a 39% growth in sales, compared with non winners.

So, heartfelt congratulations to Chiltern Woodland Burial Park www.woodlandburialparks.co.uk
which was this week named a finalist in the Thames Valley Business Magazine Awards 2010 (Best Company to Work For).

If the last thing you won was a goldfish at the fair then perhaps it’s time get back into the winners’ spotlight!

Why it's important to use your online news pages

When it comes to your website forget the old adage ‘no news is good news’. There’s nothing more saddening than to click on ‘company news’ and to see either no articles at all, or ones that are well out of date.

It’s like going into a flower shop and seeing dead plants.

Apart from anything else, search engines love fresh content – so by regularly updating your news pages you’ll be giving your page rankings a boost, providing of course the content is relevant to your key search terms.

Of course an easy way to update your news pages is to post recent press releases and case studies, which can be easily tweaked (optimised) to maximise their search engine appeal.

Alternatively, try a brief ‘news flash’ approach – short, sharp, snappy and to the point.

If writing really isn’t ‘your thing’ it might be time to consider using the services of a professional. Then, not only will you regularly have great content for your website, you’ll also have material to send to the press, customers etc.

Even if you are comfortable updating your site yourself, it’s essential that you make sure your copy is checked for typos and punctuation (don’t rely on spell check). Personally, I’d never buy from a company that couldn’t spell – and I bet I’m not the only one.

And if you really don’t have anything to say (hard to believe) - or are too busy to say it - then deactivate those news pages!

Why are my competitors always in the news?

Simple. They have a plan – and they probably nominate one person to manage that plan – typically their PR ‘person’.

Unless you’ve a large support team or the energy of a power plant then the chances are you’re too busy to turn your attention to PR on a regular basis.

Above all, it’s important to be proactive – journalists today don’t have the time to sniff out stories. And the more you can help them fill their pages/programmes the more likely they are to get in touch when they need help.

“But we’ve no news to shout about” – is a comment I hear all the time. In actual fact that’s usually far from the truth, it just needs someone with an outside perspective and a nose for news to root it out.

Before you know it you’ll have a list of things to shout about and publicise. Plot them on to a calendar and you’ll have the basis of a press release plan. If you’re outsourcing your PR then you’ll also have an expert to draft copy, consider deadlines, research distribution lists, liaise with the media and generally get the job done.

If the whole ‘PR thing’ is all a bit of a mystery then start with media relations – it’s a low cost way of getting regular exposure in key newspapers, magazines etc etc.

And if you’ve already had a go yourself and it hasn’t worked then perhaps it’s worth revisiting - with a little help from a specialist!

Happy Birthday Apple

It’s just a year since mega brand Apple opened its fabulous, shiny new Norwich store – an event that drew massive crowds to Chapelfield Mall, with the first fans lining up just after 7am.

There were no special offers, no tempting discounts, no celebrities – just a store full of impressive technology – and highly-prized special edition t-shirts for the first 1,000 through the doors.

I was in the fortunate position of handling local media relations for the launch and I have to say from a PR perspective, working with such a mega brand was an extremely interesting experience.

As a rule, big names such as Apple let their products do the work for them - they barely need PR. Build it and they will come.

So, they probably weren’t prepared for laid back Norfolk, where a good chunk of local media seemed distinctly unimpressed with the imminent arrival of a global blockbusting brand. Clearly it would take more than ‘the opening of a new shop’ to rock their boat (to make matters worse, the launch coincided with the end of the Norfolk Food Festival and some journalists seemed to think I was talking about the opening of a new fruit and veg shop)….

Thankfully Norfolk’s core of Apple fans needed no encouragement to get up at the crack of dawn for this momentous occasion – giving the local press some great pictures. The t-shirts were gone in an hour and the store’s been packed ever since.

Well, the morale of this story is that there are no certainties in PR – especially when you’re dealing with the regional media. PR might sometimes look like a doddle, but in common with most trades and professions, there’s usually much more to it than meets the eye…

Another Award Win!

Congratulations to the team at Epping Forest Burial Park, on their latest award win.

At the finals of the Essex Business Excellence Awards last night, the woodland cemetery was named winner in the fiercly competitive Innovation category.

No stranger to award wins, Woodland Burial Parks has amassed quite a collection over the years, all of which showcase their high standards, environmentally friendly ethics and committment to customer service.

www.woodlandburialparks.co.uk

The Humble Apostrophe...

I came across an amusing You Tube video recently, highlighting the widespread plight of the misunderstood – and misused – apostrophe.

http://www.youtube.com/watch?v=Vc2aSz9Ficw

Now, you might be of the opinion that it’s not a big deal if you get into a muddle over punctuation, but trust me there are people out there who do care - and who interpret sloppy copy as an indication of your general approach to business.

For some, poor punctuation is as careless as leaving your fly unzipped – so be warned.

If you’re committing something to print then double and triple check your spelling and punctuation. (And certainly don’t expect a graphic designer or web guru to read/correct your copy – they’re creatives, not proofreaders!)

So what’s this got to do with PR? Well, remember that everything your company does may be seen as a reflection of your values – from how you answer the telephone to how often you wash your delivery vans.

And for at least a few people it really matters if you know your onions from your onion’s.

PS Don’t take the lyrics of the You Tube song as gospel – opinions about the rules are divided!

Story of the Week: Invasion of the Giant Rats

Now it is the silly season, and it was in The Sun – but it’s a great story.

In case you missed it, ‘ratzillas’ have been discovered on an estate in Bradford where residents have described how rats the size of bulldogs terrorise their cats and keep them awake at night, screeching around the rafters like drag racing cars.

As well as speaking to worried neighbours, The Sun also sought expert opinion, talking to the Mammal Society (good PR opportunity) and the Yorkshire Rat Club President (I’m not kidding). The Sun concluded its report with an appeal for anyone who’d seen the MONSTER RAT to get in touch.

And I’ve got to hand it to the press office at Rentokil, who feature in a follow up entitled Gnaws II in today’s Sun. They’ve produced pictures of a two-foot long beast that they recently caught in Lincoln – after reports of a pair ‘stalking’ the grounds at night.

Hundreds of Sun readers have also been in touch, describing their encounters with ‘whopping’ rats – including a lorry driver who’s too afraid to get out of his cab at night.

Regardless of what you make of the story – it can’t be ignored from a PR point of view. Local papers will be demanding to know what their local council is doing about rat control and what measures are in place to cope with an INVASION OF THE GIANT RATS.

Pet shops could come under fire for encouraging rat ownership and hardware stores might need to gear themselves up for a run on traps and poison, no doubt sparking fears for the safety of young children and other pets (a new angle to keep the story running). Before you know it, rat terror will be gripping the country. Just the thing for the silly season.

Of course you never read The Sun, but one day you could find yourself unexpectedly in the spotlight – so be prepared. It’s no good protesting that they make it all up – remember most people believe what they read…

And don’t forget time is of the essence in situations such as this – no doubt Rentokil’s competitors are kicking themselves.

http://www.thesun.co.uk/sol/homepage/news/3102460/Invasion-of-the-giant-rats-in-Bradford.html

http://www.thesun.co.uk/sol/homepage/news/3104027/Gnaws-II-Giant-rat-caught-in-Lincoln.html

Look For The Quirky Angle!

You’ve got to take your hat off to the Aussie tourist people, when it comes to PR.

Last year 34,000 people applied for the ‘Best Job in The World’ – as caretaker of Hamilton Island, Australia. And now the South Australian government is tempting bored Brits with a wild range of jobs.

If you fancy being a ‘roo poo’ harvester, Koala catcher, beer taster or shark personality profiler then South Australia’s the place for you it seems.

The gap year market is big business, with destinations around the globe competing for the traveller dollar. And while Australia has its fair share of ‘must sees’ and ‘must dos’, what sets it apart from most countries is that it’s possible to get a work permit while you’re there.

Now, the reality is that most ‘gappers’ will probably look for work in bars, restaurants, offices etc, but what the tourism PR people realise is that travelling is ultimately about adventure.

So, armed with research highlighting that 60% of Brits are bored with their jobs, they’ve come up with a quirky campaign to sell Australia’s ‘uniqueness’. As they say: “take the usual trail, do the usual jobs or go for something that you can’t get anywhere else in the world…an experience you’ll be dining out on for years, the sort of experience you’ll be telling your grand-kids about.”

You could dismiss it all as a silly PR stunt but I think it’s a real winner – not only is South Australia highlighting the fact that you can actually earn some money while you’re there, but it’s offering travellers a bit of real Aussie adventure at the same time - and grabbing world headlines in the process.

Remember, a great PR campaign doesn’t necessarily mean doing anything new –sometimes it’s just about positioning things in a new light...

They’re Sending A Film Crew!

And that’s fantastic news - unless of course you’re involved in something dodgy or are hoping it was going to be a ‘good day to bury bad news’, in which case turn to the chapter on crisis management.

Anyway, a day spent with the BBC recently filming at the National Coffin Exhibition, Handled With Care, made me think back to previous experiences of working with film crews.

Generally speaking, things rarely go quite as you imagine, but at the end of the day you need to do everything within your power to help the press do their job. IT’S IN YOUR BEST INTERESTS!

So, a few things to bear in mind if they’re sending a film crew:

• Directions – make sure you provide clear directions, especially if you’re off the beaten track
• Parking – equipment is heavy so try to provide convenient parking
• Timing – filming schedules are constantly re-jigged, so it’s not unusual for crews to be running late, with less time to film than expected
• Ideas – try to get an idea of what the team has in mind before they arrive so you can get things into place in good time (people, equipment etc). Make suggestions by all means, but remember they’re the professionals.
• Health and safety – flag up any issues beforehand (eg will they have to sign a disclaimer? wear protective clothing? do any climbing? get wet/dirty?)
• Branding - don’t expect to get your logo into every shot, it’s not a commercial. If you’re asked to cover up branding don’t argue.
• Hospitality – think loos, coffee, cold drinks and sandwiches
• Crowd scenes - of course it’s exciting when a film crew comes to visit, but try to avoid having a crowd of onlookers, especially if they like to chat and ask questions…
• Manners – it’s OK to politely enquire (once) when the piece will be going out, but don’t expect them to send you a copy of the tape – a) they may not know and b) that’s not what journalists do
• Your PR professional – make sure they’re involved right from the start

The time will fly, so the more organised and helpful you can be the better. Then, you never know, they might want to come back!

What’s your experience of working with film crews?

Ask The Audience

There’s probably never been so much public consultation as there is now. Suddenly it’s all about bottom up decision making, stakeholder involvement, public engagement, consumer feedback, response mechanisms, user surveys…

And while it’s generally a good thing to take into account people’s views before implementing change, the challenge for PR professionals is to do it in a way that works. Fundamentally it has to be easy for people to take part, clear what you’re asking them and concerning something that they care about.

Not exactly rocket science, but why does it sometimes go so wrong? Take this week as an example.

Basically, the owners of some woods near where I live want to chop the trees down and build houses. Now, the first most people knew about it was when surveyors were spotted taking measurements and hammering in stakes. Outrage and uproar ensued, immediately putting the would-be developers on the back foot. And from what I’ve seen their week has gone from bad to worse, highlighting a few lessons to be learned:

• Don’t underestimate people’s passion for the environment
• Tell people what you are planning - before they get wind and are forced to draw their own conclusions
• If you’ve gone to the expense of spending a lot of money on leaflets and flyers make sure they actually get delivered
• Don’t expect people to plough through wordy literature – or to accept your point of view
• Don’t hold consultation sessions at short notice in venues that are difficult to get to
• Try to avoid holding important meetings on World Cup match nights
• Don’t expect people to ‘engage’, especially if they smell a rat (who wants to dig their own grave?)
• Remember that most people have better things to do than ‘engage’ with you
• Take comprehensive notes at public meetings – don’t expect people to have to tell you twice
• Make it easy for people to respond – via post, email, telephone and in person
• Choose your representatives with care – and make sure they know their onions and speak the same language as your audience

Only time will tell what the outcome of this week’s shambolic public consultation process will be. But what it has done is brought the community together – now at last people are getting to know their neighbours.

You've Got To Be In It To Win It!

Congratulations to CDI Worldwide http://www.cdiworldwide.com on being shortlisted in the 2010 East Anglian Daily Times Business Awards!

The judges have now sifted through the stacks of entries, naming the Beccles-based end of line packaging machinery manufacturer as a finalist in the Small Business of the Year Category.

As I've said before, regardless of what happens at next week's awards ceremony, it's a great achievement to be a finalist in such prestigious regional business awards.

It's a massive feel good boost for everyone involved and offers great PR opportunities. Who doesn't want to be associated with a winner?

Yes, at a time when British manufacturing is often described as being 'on its knees' it's great to be able to shout about local success stories.

Don't Be Thrown To The Lions

Tapping into world events is one thing – but it seems one US restaurant has scored a bit of an own goal…

Putting lion meat on the menu in honour of the World Cup in South Africa might have seemed like a great PR stunt. And yes it’s led to lots of publicity – as well as a bomb threat and hundreds of angry emails.

Never mind that apparently it’s not actually illegal to eat lion in the US, Sky News is reporting public outrage at the thought of Simba burgers.

I suppose the morale of this story is to remember that there are always (at least) two sides to every story and it pays to consider that if you want your reputation to remain intact.

Sometimes it doesn’t take much for the public – and press - to turn and once that happens the battle could already be lost.

There’s many a property developer who has been left counting the cost of overlooking the power of local feeling…

So, if you’re planning to do something that impacts on others make sure you’ve looked at it from all sides before you begin – or you could find yourself being thrown to the lions.

Get Your Press Release Published

10 Top Tips - ignore them at your peril!

1. The intro - focus on the key points (who, what, why, where, when)
2. So what? – if it’s not obvious explain why the above is newsworthy
3. Stick to the facts – restrict opinions to quotes!
4. Don’t ramble - aim for around 350 - 400 words
5. Double check the grammar and spelling – don’t rely on spell check or you could come unstuck
6. Be easy to reach – make sure you include your web address and a phone number so journalists can get in touch for more information
7. Be focused – don’t send your news release to every man and his dog – build a targeted distribution list. Quality not quantity.
8. Timing – make sure you allow plenty of time for your release to be used, especially if it’s about a forthcoming event. Remember magazine deadlines can be months ahead of publication.
9. Pictures – it always pays to use a professional press photographer
10. Be realistic – journalists are bombarded with press releases so don’t be disappointed if your story doesn’t get printed word for word in every title you send it to.

Get The Picture?

Now that the era of citizen journalism is upon us – and news organisations are happier than ever to use amateur ‘eye witness’ images you could wonder where this all leaves the professional photographer.

After all, why engage the services of a professional photographer when there’s a chap in the office who’s a dab hand with a camera? Now it’s all digital what could be more straightforward than doing it yourself – and saving a bob or two?

STOP. Having a sharp knife doesn’t make you a top chef – or indeed, a surgeon come to that. All it means is that you have the tools to make a right hash of it.

As they say, a picture is worth a thousand words and a strong image is a powerful tool if you’re looking for media coverage. You might not have the strongest story, but if it makes a great pic then bingo!

Not too long ago, one client achieved ‘money can’t buy’ profile in The Times – all thanks to a great picture.

If you’re lucky the press may come and take the photo for you, but I wouldn’t bank on it. My advice is to engage the services of a seasoned news photographer if you’re serious about your PR.

Please note: I said ‘news’ photographer – not wedding, portrait or pet photographer!

Aside from the fact that poor pix end up in the newsroom bin, you also need to remember that dodgy shots reflect upon you and your business. If you care about your reputation, put the camera down – and leave it to someone who knows what they’re doing!

Carrot Crunch

It’s National Vegetarian Week. So what? Well, it’s a perfect opportunity for proactive businesses to raise their profile by ‘piggy backing’ on a national campaign. The press need topical hooks – and national awareness days/weeks are popular.

So congratulations to the new vegetarian catering company that achieved great coverage in today’s Eastern Daily Press, which ran a three page feature around National Vegetarian Week.

Do your homework and be in the know about awareness days and weeks. Regardless of your sector, PR opportunities abound!

For example, we’ve just had National Doughnut Week - great for caterers, bakers, fitness clubs and plus-sized stores. National Insect Week is coming up - one for repellent retailers/manufacturers, nature preservation groups and beekeepers. Get the picture? With a little imagination and creativity you can hitch a lift on someone else’s campaign - and get yourself in the spotlight.

You might have missed Be Nice To Nettles Week, but there’s still time to hop into the saddle for National Bike Week!

Be A Winner - It's Great PR!

For me there's no better feeling than seeing clients pick up awards in recognition of their achievements. And while the thought of ploughing through an entry form can be a daunting prospect, a little teamwork can soon have the job done. Today's the deadline for the East Anglian Daily Times Business Awards http://www.archantsuffolk.net/business/and I'm keeping my fingers crossed for one of my clients (I'm not going to jinx their chances by naming them just yet!)

If you've missed that deadline, then there's still time to enter the Eastern Daily Press Business Awards http://services.edp24.co.uk/norfolk/business-awards/default.aspx.

And while there's definitely a certain ring to being an 'award winning' company, even being a runner up can deliver masses of PR mileage. Never mind winning the Oscar, being nominated is a massive achievement in itself!

Wouldn't you agree?