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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
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
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)
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
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
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:
Why the Media Needs You... cont
Metro (most influential paper in UK)1 – Refurbishment of Mr Benn (PR)1A – Pic to support Mr Benn2 – Keane (the band) PR stunt
Album on memory stick and not CD3. Research driven story about dogs4. Royal Mail survey from press release
Why the Media Needs You... cont
Regional London1 – Enron appeal press release (PR)2 - Clothing company PR Hot Tuna3 – Debenhams PR on sales4 – BP – Neg headline but release driven5 – PR stunt for Great Ormond St Hosp
Why the Media Needs You... cont
Regional Bristol1 – Advertorial (boo-hiss)2 - Airline Press Release3 - Office move for company (PR)4 Advertorial5 Airbus PR
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
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
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!
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 [email protected] or [email protected]
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
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
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
Further Reading
Entirely Propaganda free hints and tips:
www.10yetis.co.uk/newsletters
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