HR PR

Think Before You Tweet

2012-01-06T14:53:00.003Z

There’s something about the informality and immediacy of social media that seems to play havoc with common sense.

Just yesterday MP Diane Abbott was forced to apologise for racist remarks posted in a tweet. And today The Telegraph has published its Top 10 Twitter gaffes:

http://www.telegraph.co.uk/technology/twitter/8993204/Top-10-Twitter-faux-pas.html

Why do seemingly intelligent people forget that comments made via social media can ricochet around the world at lightening speed?

Social media has incredible potential to help brands and businesses engage with their public, but like any other form of communication, it must be handled carefully!

Skeletons in the Closet - An Olympic Issue

2011-12-13T10:09:00.001Z

A row which has broken out over sponsorship of the 2012 London Olympics highlights an interesting issue.

It’s been 27 years since gas leaked out of a Union Carbide pesticide plant in India, killing around 15,000 people and injuring half a million more – an incident which the Indian Government claims is responsible for ongoing health problems today.

And it just so happens that Dow Chemicals – a major sponsor for next year’s games – are the present owners of Union Carbide – a link which hasn’t gone down well in some parts to say the least.

There have been calls for the Olympic Committee to drop Dow, with protestors reportedly burning effigies of top ranking Olympic officials.

But, as Associated Press has pointed out Dow didn’t own or operate the Union Carbide plant at the time of the incident. In fact they only became a major shareholder 17 years after the tragedy.

Nevertheless it seems they can not escape the legacy of the tragedy. The question is, at what point is a company allowed to move on? Could public opinion curtail the activities of Dow indefinitely, regardless of their current status and reputation?

If PR is about reputation management this is one hell of a challenge for the people of Dow.

And it’s a stark reminder that skeletons have a habit of popping out of the closet….

Cupcake Calamity

2011-11-24T15:00:00.000Z

Did you read about the cake baker whose profit for the year has been wiped out – thanks to the popularity of a marketing initiative?

When Rachel Brown – a cake maker of 25 years – signed up to offer a Groupon deal, she probably imagined it would raise her profile and possibly win her some new customers. Well it’s certainly raised her profile – she’s all over the Daily Mail – but it’s nearly ruined her to boot.

http://www.dailymail.co.uk/femail/article-2064208/Cupcake-calamity-Website-discount-deal-leaves-baker-swamped-orders-102-000-cakes-wipes-profits.html?ito=feeds-newsxml

From a PR perspective the coverage she’s achieved is a dream - and had she been running a different, less labour intensive, style of business then the Groupon deal could’ve been a massive marketing success.

My sympathy goes out to her it really does. Businesses are constantly being ‘sold to’ and it’s a challenge for anyone to figure out what’s worth pursing and what’s not.

I regularly review opportunities presented to clients and my advice is to take your time and make sure you know exactly what you’ll get for your money...

All credit to Mrs Brown, she took on extra staff and worked around the clock to fulfil as many orders as possible, determined to keep her reputation intact. Let's hope some of those customers come back for more.

Your Brand on TV - Guaranteed!

2011-11-01T15:31:00.002Z

Of course you want to see your brand on TV – and now that product placement regulations have been relaxed new opportunities exist.

Nescafe was one of the first brands to strike up a deal – with its Dolce Gusto coffee machine on This Morning. And later this month Nationwide is set to make its debut in long-running soap Coronation Street with a cash machine in the corner shop - the first product placement in a UK primetime show.

The sums involved mean that product placement is likely to remain out of reach for all but major brands - which must surely add extra weight to the value of broadcast coverage achieved through PR.

It’s a fact that you don’t necessarily need big budgets to secure airtime – sometimes a little bit of creativity and PR magic is all it takes!

All Publicity is Good Publicity - Right?

2011-10-20T11:33:00.000+01:00

Generally I’d agree, but sometimes you have to wonder how a business thinks it will benefit from certain types of coverage.

Take the trade press for instance. I have clients who could achieve coverage in a range of specialist titles very regularly. But they don’t want to. Why? Well, they’d rather concentrate on targeting media read by potential customers - rather than by their contemporaries and competitors.

It’s certainly more challenging getting these businesses into the local papers regularly, but the coverage achieved is worth a great deal. It helps to them to raise their profile, build their reputation and highlights their values – important marketing objectives.

Quality rather than quantity is what counts. A bulging cuttings book is worth little unless it’s been driven by clear thinking about key messages and key audiences.

As my former boss used to say ‘”f it was easy they’d do it themselves”.

If you can do it yourself then fantastic, but if you’re too busy with your day job to get around to some strategically-driven PR then time to call in the experts! Or leave it until you find the time…..

The Emperor's New Clothes

2011-10-10T12:48:00.000+01:00

Now, I’m sure you know it’s all about your USP – the bit that makes you stand out from the rest. Which is all fine and dandy if you truly do have a USP. But in some sectors it’s not easy to get across what really makes you different (accountancy, for instance). PR and marketing can be quite tricky too, because everyone claims to be the best.

So it was interesting to read what born-again Norwich marketing agency The Line had to say this week:

“Too many agencies claim to have a unique approach; claim to be ‘different’ or use industry speak like Big Ideas or On Time, On Brief and On Budget – as if it’s a unique feature of what they do, as opposed to a fundamental aspect of doing their job properly. The irony is, they’re all the same as the other agencies saying virtually the same thing…..”

I couldn’t agree more – and I’m proud to say I share The Line’s approach to business:

“Our job is to bring objectivity, wisdom, honesty and commitment to our clients’ businesses, working with them to think creatively about the best ways to market them and build connections that will make their business more successful.”

You see, added value is difficult to quantify – but it can make all the difference, especially in these challenging times.

Pumping the PR - When Breast is Best

2011-09-05T11:51:00.003+01:00

When an ice cream company opted for a PR-led opening for their new parlour in Covent Garden, creativity was called for.

And baby did they get it!

By producing the world’s first breast milk ice cream, ‘Baby Gaga’ sold out within two hours of going on sale, with sales over the first two weeks 500% above expectations.

Needless to say the stunt generated huge media interest – including eight TV pieces, 23 radio interviews, 22 print articles and over 1,000 online pieces.

Regardless of your views on the stunt – what this clearly shows that it pays to be brave – especially if you’re relying on PR alone to launch your new outlet.

Only in London!

Man Bites Dog

2011-08-19T13:49:00.001+01:00

Managing client expectations is an integral part of the job for most PR professionals. The harsh reality is that most stories don’t end up on national TV news. (Remember it’s often bad news that makes national headlines, so be careful what you wish for).

Anyway, I’ve just read an article by Gordon Platt, a former US ABC News producer, who’s penned his ten commandments for media relations. And I thought a couple were particularly worth sharing:

Thou shall tell a story. Reporters don’t write announcements; they write stories.

Thou shall make news. Is your announcement really news? And is it new or does it simply rehash old information? Imagine yourself taking a look at the day’s headlines as an average news consumer. Would this story interest you? Remember it’s a reporter’s job to sell stories—first to his or her editor and then to you, the public. If you wouldn’t read it, it’s not a story.

Thou shall recognise the forest and the trees. It’s all about context. If it’s your company each and every announcement may be of crucial importance and interest to you, and that’s the way it should be. However, it may not be of monumental importance to the world or even your industry. What’s news to a trade publication may not be news to The Wall Street Journal. Take a deep breath; be as objective as you possibly can, and gauge your outreach—and your expectations—accordingly.

Thou shall know what’s happening in the world. In the media, as in life, timing is everything. What might make the papers on a slow August day will not make the cut on an August day when the stock market is crashing. If there's major national or international news and your story can wait, hold it. If not, well, that’s sometimes the breaks.

Twitter Power

2011-07-27T15:31:00.005+01:00

With public sector bodies under increasing pressure to demonstrate their worth, it seems some have been turning to Twitter.

Tameside Borough Council recently held a 24-hour twitter-thon to shout about its everyday activities – from blowing up balloons to cutting bowling greens. Not exactly earth shattering stuff but a low cost way of highlighting what gets done in an average day.

Sometimes PR gets too creative for its own good – and Tameside's twitter-thon was an engaging, straighforward and effective way of saying “we’re doing a great job”.

So before you get too carried away, remember what it is you’re trying to say – and don’t make things more complicated than you have to! The simplest ideas are often the best.

Want to hit the headlines?

2011-06-17T13:31:00.001+01:00

Do it first!

Pizza Express is basking in the glow of the media spotlight today, following news of their new ‘pay now’ i-phone app.

http://www.dailymail.co.uk/sciencetech/article-2004167/Pizza-Express-diners-use-iPhones-pay-walk-out.html

Contactless technology is of course big news and for Pizza Express customers the new app means no more waiting to pay at the end of their meal.

Regardless of how successful the trial is, it’s a great bit of marketing by Pizza Express.

Be creative – take a look at what you do, give it a topical twist and see what you can come up with. It might just lead to some great PR!

Get On TV!

2011-06-02T14:23:00.000+01:00

The Dragons are hungry - and on the lookout for invesment opportunities. If you've got the nerve then why not apply for the next series?

Regardless of what happens in the den it'll be great experience and could help you get your name out to millions of TV viewers.

http://www.bbc.co.uk/dragonsden/apply/

Story of the Week: The Record Breaker

2011-05-11T12:36:00.001+01:00

Get Me To The Church On Time!

What a great story – a Yorkshire vicar who has just set a Guinness world record with the fastest motorcycle hearse.
http://www.dailymail.co.uk/news/article-1385793/Like-bat-heaven-Vicar-claims-world-record-fastest-motorcycle-hearse.html

Nicely timed ahead of Dying Matters Awareness Week it’s fantastic PR for the entire funeral industry.

As well as profiling the availability of alternative forms of funeral transport (and believe me there are quite a few), and raising the profile of ‘heaven’s angel’ Rev. Biddiss and his Triumph Rocket, the story also makes the point that funeral professionals enjoy life just as much as the rest of us.

(The hearse even has it’s own facebook page). http://www.facebook.com/pages/The-Rocket-Motorcycle-Hearse/186681858017304

And of course the story is a sub-editor’s dream….’the faster pastor’, ‘bat out of heaven’, ‘god speed’, ‘meet the ‘rev’ vicar’, ‘the quicker vicar’….

A lot of people spend an awful lot of money on PR and can only dream of achieving this sort of coverage. It’s worth remembering that sometimes the simplest ideas are the most effective. Could you attempt to smash or set a record to raise your profile?

When the unthinkable happens...

2011-04-26T11:21:00.001+01:00

The morning after a Bank Holiday weekend and news of at least two theme park tragedies are making headlines.

Of course it has to be a visitor attraction’s worst possible nightmare. There’s no going back and nothing they can do to turn back the clock. The best they can hope for is that they had a plan in place to cope.

We hear a lot about business contingency planning – how you’ll manage if your IT system blows up etc – but PR is often overlooked. But what would you do if you suddenly found yourself the centre of unwanted media attention?

Shrug it off and say all PR’s good PR or take it seriously and work hard to come out with your reputation intact?

Regardless of whether you are a manufacturer or service provider you need a crisis management plan - much the same as you need insurance. Sadly things do go wrong – so prepare for the worst and expect the best.

Free Advertising in the Daily Mail

2011-04-11T14:01:00.000+01:00

Blooming Cheek!

Hats off to Essex businessman Robert Blyth, whose daffodil display has led to some great PR and press coverage.

When local Town Hall officials caught sight of his 13,000 daffodil display - commissioned to promote his car boot fair business – they saw red. Even though the flowers were on his own land, Robert was accused of illegal advertising and ordered to dig up his display or face an escalating fine.

But days before the deadline the council backed down and Robert’s roadside daffodil display was granted a stay of execution.

So, while it might have looked as thought the stunt had backfired – the council helped Robert make it into the nationals – ensuring that millions of people now know about his car boot fairs.

I’d call that a great PR result!

http://www.dailymail.co.uk/news/article-1375663/Blooming-cheek-Businessman-ordered-dig-13-000-daffodils-arranged-companys-deemed-illegal-advertising.html

April Fools!

2011-03-29T12:10:00.000+01:00

This coming Friday is a great opportunity to have some fun – and get some great PR!

The British press has a long tradition of teasing readers with April Fools’ stories – and savvy brands can get in on the act.

The trick is for your story to be as believable, fun - and photogenic - as possible. Last year’s gems included stories about:

Virgin Media using ferrets to help lay broadband cables
AA patrolmen testing ‘rapid response’ James Bond-style rocket powered jetpacks
The Queen opting to travel by Easy Jet to save money
The Sun’s new edible newsprint (warning: May contain nuts)
Development of a new body odour absorbing shirt (Gillette)
A new Google feature to translate animal ‘speech’
Colour coded bonnet badges for BMW’s – aligned to your political allegiance
Launch of a left handed sandwich
A new WD 40 aftershave

So get your thinking cap on – and have some fun this Friday!

PR for Dummies!

2011-03-11T15:19:00.000Z

Random acts of kindness…
...are one of the key ways brands will thrive in a connected economy, according to leading trend watchers.

Yes, it seems that virtual living is all well and good – but what customers really want is to feel that someone cares.

Generation G consumers (G for generosity not greed) are apparently disgusted with big, arrogant, sloppy, out-of-touch institutions. They want interactions with brands to be genuine and enjoyable (financial institutions, utility companies etc take note).

So if you’re on the lookout for some low-cost PR, consider how you can incorporate some random acts of kindness into your daily dealings with customers.

Go on - make someone’s day!

No Such Thing as Bad PR!

2011-02-28T15:15:00.004Z

I don’t suppose acclaimed journalist AA Gill will be hurrying back to Norfolk anytime soon, judging by his rant this week’s Sunday Times.

Food writers are often criticised for their apparent unwillingness to travel outside of central London – and AA Gill clearly wants to make the point that, well, it just isn’t worth the trouble.

Not content with reviewing his meal, he turned the piece into an all-out, no-holds-barred attack on Norfolk:

…Norfolk lives up to its stereotype with wall-eyed, tongue-tied, spittle-flecked indignation. As you cross the border from Cambridgeshire, there’s a proud sign saying, “Norfolk, twinned with Narnia… This has always been a place apart. The hernia on the end of England. A flat, fertile, damp, dank land out of which has grown all manner of revelation and dour certainty. It’s a place of witches and heretics, of revisionists and canting contrarians…

Given the hot water the BBC Top Gear team found themselves in following their remarks about the Mexicans, AA Gill had better watch out.

There are whole armies of marketing and PR folks here in Norfolk who dedicate themselves to promoting the wonders of the county – and articles such as this certainly do not help.

The tourism and hospitality industries are tough places to make a living and an awful lot of people in Norfolk are doing the very best they can.

From a PR point of view I hope the .….does hit the fan and that Norfolk gets its chance to fight back and laugh in his face. After all - there’s no such thing as bad PR!

When PR is simply not enough....

2011-02-18T14:50:00.001Z

Breaking news: Britain’s top banks are poised to hire a PR agency to rehabilitate the industry’s reputation among small businesses.

Oh, and it’s believed that there’s about £200,000 in the pot for the first six months.

From where I’m sitting, it’ll take more than PR to reposition banks as business’ best friend!

Off-shore call centres, lack of access to ‘business managers’, incredibly slow processing times for loan applications, hefty bank charges (for paying money in as well as taking it out), miserly interest rates, blatant disregard for their own ‘service promises’…..

What’s amusing – and alarming – is that someone, somewhere clearly thought that all it would take to sort the banking crisis out was a bit of PR.

And it’s not even April 1st.

Making PR Count - On the Bottom Line

2011-02-11T11:06:00.001Z

The fascinating thing about helping businesses with their PR is that you get to find out what makes them tick.

In these tough economic times marketing and PR are easy targets – something that’s nice to have when there’s plenty in the pot, but easy to cut overheads when things get tough. Why? Well unless your marketing and PR can really be seen to be adding value then of course they’ll be considered ‘non essentials’.

Which is why you have to start at the beginning. Before the talk moves onto headline grabbing stuff, any PR professional worth their salt will want to understand what your business is all about.

For a start what are your goals, challenges, strengths – and weaknesses? What’s the competition like? how do they market themselves? and so on. It’s only then that a PR programme can be devised that is genuinely in tune with your business – one that is totally geared towards business objectives. Importantly, one that really adds value.

So if you’re serious about PR then be prepared to share (what might be sensitive information) and to be challenged. Don’t be impatient at the beginning – proper planning will ensure your PR is built on solid foundations. After all, who wants to live in a house built on sand?

Making an Exhibition of Yourself

2011-01-25T15:56:00.000Z

A day at Hospitality 2011 yesterday at the NEC provided me with some food for thought….

Most exhibitions don’t come cheap, yet it’s surprising just how many businesses fail to maximise their investment from a PR perspective:

Here are ten top tips:

1. Start early - remember deadlines may be months ahead of the actual event

2. Take time to read through the exhibitors’ manual, some are extremely informative and can save you lots of time

3. Find out which magazines are planning show/exhibition preview features and check editorial deadlines (remember ‘copy deadlines’ often refer to advertising deadlines, which will be a lot later than editorial deadlines)

4. Prepare your show preview press release highlighting what you will be exhibiting (ideally something new)

5. Distribute your release, along with a professional high res image

6. Spread the word – tell everyone you’ll be there. Don’t forget regional and social media!

7. Invite key journalists to visit your stand

8. Prepare a press pack for the show – a journalist’s first stop will be the exhibition press lounge, so make sure you have press packs available, summarising who you are and what you’re exhibiting

9. Unless you’ve got something really special to unveil/announce don’t waste your time hosting a press conference at the show – it’s usually better to work with the media one to one

10. Prepare a show follow up release – sing about your success!

Ice Road Truckers

2011-01-11T13:37:00.002Z

Did you see last night’s Channel 5 Eddie Stobart documentary? http://www.five.tv/shows/eddie-stobart-trucks-trailers-and-tinsel/episodes/eddie-stobart-trucks-trailers-and-tinsel

What great PR! – an hour long special showcasing how the company’s truck drivers, gritting crews and logistics team battled against some of the worst snowfall in years to keep shops stocked with Christmas essentials.

It had it all – a chirpy, upbeat (and attractive) young woman trucker, the driver who kept his legs crossed to ensure his toy delivery was bang on time “well Father Christmas is never late”, and the lads who worked through the night to grit the depot by hand.

And while the PR bosses must’ve squirmed when one of the truckers insisted on cameras being turned off when he got his artic temporarily stuck up a snowy country lane, after missing the Tesco turning, it all came good in the end.

A great PR job guys – you made it look deceptively easy.

To be fair, it’s highly unlikely most businesses will find themselves the topic of a documentary, which is probably just as well. It’s not for the faint-hearted!

I worked closely with the film crew during the filming of a Delia Smith documentary a number of years ago and all I’ll say is that it’s a very delicate balancing act between what makes good TV and what you/the client wants to portray. You’ve only got to listen to The Real Housewives of Orange County bickering during a reunion show to get the gist…

So, unless you’re extremely media savvy then proceed at your peril when a documentary crew comes calling – you might not like what you see!

All I can say is well done Eddie Stobart.

http://www.stobartgroup.co.uk/NewsCentre/NewsArticle/Eddie-Stobart-Delivers-Christmas-In-Festive-TV-Special/

Keep It Simple

2010-12-14T14:12:00.000Z

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

2010-12-03T12:12:00.000Z

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...

2010-11-17T15:38:00.002Z

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'

2010-11-09T10:16:00.005Z

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....

2010-10-28T10:49:00.000+01:00

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

2010-10-14T15:53:00.000+01:00

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?

2010-10-08T11:39:00.000+01:00

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

2010-10-01T11:28:00.000+01:00

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!

2010-09-24T12:31:00.004+01:00

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...

2010-09-07T10:33:00.004+01:00

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

2010-08-20T13:16:00.000+01:00

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!

2010-08-10T16:22:00.000+01:00

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!

2010-07-29T10:05:00.003+01:00

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

2010-07-09T16:20:00.002+01:00

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!

2010-07-02T15:33:00.011+01:00

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

2010-06-24T15:05:00.001+01:00

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

2010-06-17T14:02:00.000+01:00

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?

2010-06-03T13:45:00.000+01:00

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

2010-05-27T12:12:00.000+01:00

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!

2010-05-21T15:17:00.000+01:00

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?