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Guide to Public Relations: Boost Your Fame with Effective Strategies

Learn the essentials of public relations to enhance your visibility and reputation. Discover the history, benefits, and strategies for successful PR campaigns. Find out why the media needs your input and how to craft compelling press releases for maximum impact.

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Guide to Public Relations: Boost Your Fame with Effective Strategies

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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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