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Propaganda 4U

Propaganda 4U. 10 Yetis Guide to Making You Famous. What Am I Going to Waffle About. What is public relations What are the benefits Why the media needs you Identifying a press release angle Writing a press release Issuing & following up a press release. What is Public Relations.

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Propaganda 4U

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  1. Propaganda 4U 10 Yetis Guide to Making You Famous

  2. What Am I Going to Waffle About • What is public relations • What are the benefits • Why the media needs you • Identifying a press release angle • Writing a press release • Issuing & following up a press release

  3. What is Public Relations • Early Origins • 1800’s • USA Circus Promoter • 1900’s • Propaganda in WW1 & WW2 • Adapted to be used in industry • 2000’s • Multi-billion pound industry • In UK, Public Relations Consultants Association saw incomes rise from £18m in 1983 to £401m in 2001 • Heart of everyday life “Let the public be fooled” Phineas Taylor Barnum

  4. What is Public Relations... continued • Today: • Product = part of the marketing mix • Corporate = defence mechanism • Place messages in the media • Newspapers • Radio • Television • Internet • PR should be at the heart of decision making process • “PR-Centric” • Public relations is the practice of getting attention and shaping public opinion (CiPR Waffle 2007)

  5. What are the Benefits • Three types of PR • Profile/Awareness • Driving Sales • Crisis communications • Greater impact than advertising campaign • Trusted source of information • Much more cost effective than advertising • Full page ad in national newspaper circa £30k • PR is a tiny fraction of this cost

  6. What are the Benefits.... cont • No such thing as bad PR? • Can get quick results/action • Companies fear bad PR! • Shame organisations into action • Positive media • Motivates employees and impresses your customers • Great to put “as featured in” on your website and sales propaganda • I AM BIASED BUT... • Pound for Pound I believe PR Represents the Best Bang for your Buck

  7. Why the Media Needs You! • The papers need to fill space • Need your press releases • The journo’s want to hear from you • Especially business owners over evil PR’s • Many national/regional papers today packed with press release driven stories... Have a look at the following examples:

  8. Why the Media Needs You... cont Metro (most influential paper in UK) 1 – Refurbishment of Mr Benn (PR) 1A – Pic to support Mr Benn 2 – Keane (the band) PR stunt Album on memory stick and not CD • Research driven story about dogs • Royal Mail survey from press release

  9. Why the Media Needs You... cont Regional London • – Enron appeal press release (PR) • - Clothing company PR Hot Tuna 3 – Debenhams PR on sales 4 – BP – Neg headline but release driven 5 – PR stunt for Great Ormond St Hosp

  10. Why the Media Needs You... cont Regional Bristol • – Advertorial (boo-hiss) • - Airline Press Release • - Office move for company (PR) • Advertorial • Airbus PR

  11. Identifying a Press Release Angle • Several to choose from: • Business Milestone • Birthday, £m turnover etc • Key business win • New Employees • Good For regional especially • Survey Driven • 9 out of 10 cats • Use existing customer database to email out to • SurveyMonkey.com, affordable and good • New Product Launch • Some form of stunt • Piggyback on current story • Green (climate change) • Plight in financial services industry

  12. Writing a Press Release • Max 2 pages • Don’t sweat the headline – the papers do this • Clear, can be funny, not complicated • Needs to be noticed (maybe put part in caps) • 2 sentence summary under title • We use italics • Often the only bit a journo reads and base their decision on • Opening para has the who, what, why, where, when, how info • 2 sentence paragraph • Contains all the key information • Second para has company name in • Not in first para • Change for online media

  13. Writing a Press Release • Quote from you • Talk about how pleased you are • Maybe the problems that you company/product solves etc • Quote from 3rd party advocate • Someone (not your mum) to say how good your business is • Supports what you say • Where more info can be found • Web address • Editors Notes • Contact info • USP’s • Supporting Photos? Mention them!

  14. Issuing & Following up a Press Release • Finding Contact Info • Read mags/papers you want to target • Find journo names • Google them and you will often find email details • Avoid editor@theregionalblah.co.uk or News@somepaper.com • Personalise the email to the journo • Don’t mass send • Don’t BCC or CC them all in • Make the journo feel special • Paste press release into section under main body of email • No big photos • Don’t attach release

  15. Issuing & Following up a Press Release • Dreaded follow up call! • Get your main points down on paper before calling • Find number on Google or go via media switchboard • Ask for named journo • Never ask if they received the release • Journo’s hate this • Ask, “what did you think of the release I sent over” • Or, “Is there any more information you need about the release I sent over” • If journo on holiday ask if there is someone else you could talk to about a story

  16. Issuing & Following up a Press Release • Most journo’s are too cool for school! • Will always pretend they have not seen the release • Always grumpy, rarely happy! • Very pushed for time • Tell them about the pictures you have • If they ask loads of tricky questions ask them what their deadline is and call back after thinking it through • Try and build relationship • Future comment opportunities • Potentially try and meet them

  17. Further Reading • Entirely Propaganda free hints and tips: • www.10yetis.co.uk/newsletters • END

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