event school
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TRANSCRIPT
TRIGGER
©Triggerfish Communications, January 2011
Shivani Bhadeshia Becky EatoughAndrew White
Triggerfish Communications
Overview of the Session
Background – what is PR?
How do we PR?
How to get attract media attention?
Writing a press release
What is PR?
What is PR?
Public relations is all about reputation.
It's the result of what you do, what you say, and what others say about you.
It is used to gain trust and understanding between an organisation and its various publics: employees
customersinvestorsthe local community
What is PR?
How is it carried out?
Public relations uses many different techniques:
• Media relations• Lobbying• Online campaigns• Sponsorship and affiliate marketing• Awards• Social media
PR isn't just about short-term campaigns, such as product launches. It can
encompass longer-term strategic aims, such as brand building and working
with local communities.
What is PR?
With PR, a company does not pay the newspapers and TV channels for themedia exposure it secures.
It's this third-party endorsement that gives PR its power and credibility.
Advertising vs. PR
What is PR?
Example
Trade
Example Trade
Example
Consumer
Measuring Success Example: Equivalent Advertising Value (EAV)
Summary - What is PR?
How does PR benefit a company?
Public relations can play a critical role in achieving a competitive
advantage by:
• opening new markets
• attracting high-calibre employees
• creating a high value for products and services
Advertising vs. Editorial - Exercise
How do I PR?
How do I PR?
External Communications Media relations
Internal Communications
Awards
Sponsorship and affiliate
Online and social media
How do I PR?
External Communications Consumer press (national and regional)
Trade press Television and radio
Media relations
Internal CommunicationsShareholders
Stakeholders Employees
How do I PR? Awards
• Consumer recognition
• Trade awards
How do I PR? Sponsorship – affiliate market
Gieves & Hawkes No. 1 Savile Row
• ‘All over the world Savile Row stands for the very best in men’s tailoring and it is fitting that Gieves & Hawkes should be No. 1 Savile Row – a remarkable address’.
Clive Christian No. 1 Perfume
• ‘The World’s Most Expensive’ perfume, only 1000 bottles of No.1 perfume for men ,1000 bottles of No.1 perfume for women are available each year making it the most exclusive and sought after perfume in the world.’
Boodles No.1 Sloane Street
• British luxury fine jewellers who remain steadfast to its original principles of designing and crafting jewellery themselves, ensuring that their jewellery is always of the highest standards
Piims No.1 Cup
• Iconic British drinks brand that is an integral part of the
London Summer Season
NO. 1 PARK LANE
How do I PR? Online and social media
LinkedIn is the world’s largest professional network with over 80 million members and growing rapidly.
LinkedIn connects you to your trusted contacts and helps you exchange knowledge, ideas, and opportunities with a broader network of professionals.
A form of communication
Professional brand
Executive summary and skill set
Education
3 recent positions
3 recommendations
Facebook is a social networking website intended to connect friends, family and business associates.
It is the largest of the networking sites, A January 2009 Compete.com study ranked Facebook as the most used social network by worldwide monthly active users.
In February 2008, a Facebook group called "One Million Voices Against FARC" organized an event that saw hundreds of thousands of Colombians march in protest against the FARC.
In August 2010, one of North Korea's official government websites, Uriminzokkiri, joined Facebook.
In November 2010 The Queen joined Facebook.
No longer just social
Privacy
Lists
Social media
Comment
Utilise website
Blog feed
Twitter is a real-time information network that connects you to the latest information about what you find interesting.
Simply find the public streams you find most compelling and follow the conversations.
Connected to each Tweet is a rich details pane that provides additional information, deeper context and embedded media.
You can tell your story within your Tweet, or you can think of a Tweet as the headline, and use the details pane to tell the rest with photos, videos and other media content.
Comment
Engage
Public streams
Other media
Lists
RT’s
Response
Journalists
LOG
Changing face of building reputations
How do I attract media attention?
Practical Communications
• External Communications
• Internal Communications
• Awards
• Online and social media
Practical Communications
External CommunicationsConsumer press, Trade press, Television and radio
Interest sector specific:
National Press Regional press Women’s Glossies
Men’s Glossies Regional glossies Food & travelSports related Hobby
Practical Communications External Communications
Arts and Creative Books and literatureCharities and voluntary Computer and computer gaming Craft and hobbiesCurrent affairs EntertainmentEnvironment and wildlife Ethnic and expatriate FinanceFood & Drink GardeningGay & Lesbian General interest Health and Fitness
• BBC Good Food Magazine• Class• Cook Vegetarian!• Country Kitchen• Decanter• Delicious• Easy Food• Eat In• Gourmet Magazine (USA)• Gourmet Traveller (Australia)• Jamie Magazine• Jewish Vegetarian• Living (Martha Stewart)• London Drinker• Morrisons Magazine• New Imbibe• Olive• Real Simple • Square Meal Lifestyles• Etc.
Practical Communications
Newspaper sections
UK NewsOverseas newsBusiness sectionMoneyWeather TVFood and drinkFashion and lifestyleHealth and fitnessSport Travel
Magazine sections
Dependent on publication
Spot the slot - Exercise
Press Release Template:
Your logo
PRESS RELEASE
Issued: ( date)
For Immediate Release OR Embargoed Until: ( date)
TITLE ( make it brief and attention-grabbing)
The first sentence should be a summary of the story. Get your key points across to catch the journalist’s attention or they may not read further. Answer all the important questions like who, what, where, when, why & how. Write as if you are speaking to the publications readers – check out your target publication for an appropriate style.
Expand on the details in the second paragraph. Remember the journalist will want to know what is unique or new about your story and why it will appeal to their readers. Then, back up your claims with facts and statistics in the following paragraphs.
Illustrate your story with quotes, “A quote, written in italics, from a key person, helps bring a story to life”. As well as quotes, you could use bullet points to highlight points about your story:
New Unique Special Timely
Finish off with details such as dates, times, how to order or contact you– this only needs to be brief, and should be the details you’d like to see in print. Fuller details can go in ‘notes to editors’, below.
##Ends##
Notes to editors
1. Tell the editor who to contact for more - include mobile, landline and email if possible. 2. Also include short background information on your company, when it was launched, achievements, etc. 3. Include, company name, fax number, email and website. 4. Include opening hours, prices, venues, dates as appropriate to your story.5. You should also state whether you have photos available.
Exercise
• Press release by Market segment
Press Release Template:
Your logo
PRESS RELEASE
Issued: ( date)
For Immediate Release OR Embargoed Until: ( date)
TITLE ( make it brief and attention-grabbing)
The first sentence should be a summary of the story. Get your key points across to catch the journalist’s attention or they may not read further. Answer all the important questions like who, what, where, when, why & how. Write as if you are speaking to the publications readers – check out your target publication for an appropriate style.
Expand on the details in the second paragraph. Remember the journalist will want to know what is unique or new about your story and why it will appeal to their readers. Then, back up your claims with facts and statistics in the following paragraphs.
Illustrate your story with quotes, “A quote, written in italics, from a key person, helps bring a story to life”. As well as quotes, you could use bullet points to highlight points about your story:
New Unique Special Timely
Finish off with details such as dates, times, how to order or contact you– this only needs to be brief, and should be the details you’d like to see in print. Fuller details can go in ‘notes to editors’, below.
##Ends##
Notes to editors
1. Tell the editor who to contact for more - include mobile, landline and email if possible. 2. Also include short background information on your company, when it was launched, achievements, etc. 3. Include, company name, fax number, email and website. 4. Include opening hours, prices, venues, dates as appropriate to your story.5. You should also state whether you have photos available.
Writing a press release - Exercise
Pitching
•Situation
•Problem
• Implication
•Need-Payoff
SPIN - Exercise
Summary
Hosp
italit
y
Hosp
italit
y
TaskLord’s, the globally recognised ‘Home of Cricket’ wanted to maximise match day hospitality businessand develop its awareness amongst new business streams to include corporate conferences and privatemilestone events such as weddings, birthdays and charity functions.
Capitalising on the iconic Media Centre and the grade II listed Pavilion, Triggerfish developed stories thatmarried Lord’s rich heritage with the demands of today’s event and hospitality buyers.
Outcomes Stories were created to generate awareness amongst key corporate audiences; CEO and financialdirectors, brand managers and event planners. The stories promoted the use of corporate hospitality asa business protocol and also investigated the changing face of corporate hospitality through theemergence of Twenty20 games.
A focus was placed on Lord’s sustainability and use of local farms for food for corporate hospitalitymenus and across the Ground. Upscale launch with the key food press was held to launch CherryAid, acampaign to support local cherries in the UK (cherry is also the nickname for a new cricket ball).
Hosp
italit
y
• Features in The Lady and Eurostar onboard publication on ‘Cricket Tea envy’• Global presence in the meetings and events press on Lord’s as a meeting and event destination
resulting in bookings for dinners by major USA bank• Exclusive ‘Drinks in the Players Dressing Room’ package launched with Square Meal • CherryAid featured in The Daily Telegraph and BBC Radio London and The Independent. • Secured BBC Radio 2 Chris Evans Sporting Challenge
Total PR value (Feb- June 2010) £1,852,203.47
HospitalityHospitality
Questions
5 points you have learned
1. The difference between editorial and advertising
2. When you’ve seen a band wagon it’s too late
3. User generated content
4. Structuring a press release
5. How to pitch a story
TRIGGER