Digital PR for Events

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Digital PR for EventsRebecca Lee Digital PR Yang Li Digital Marketing Executive

@rebeccalee1010

AgendaLecture 2-3pm

• What is PR• Why it is important for

Events• News generation – where it

comes from, what makes new?

• Case Studies • Digital PR Golden rules and

top tips

Seminar 3:15- 5pm • Social tools tutorial • Group activity • Group presentations

What is Digital Public Relations?

. . . .

Public relations is about reputation - the result of what you do, what

you say and what others say about you.

- CIPR

Why PR is important to the events industry?

Why Digital PR is important to the events industry?

• Publicity, promotion• Revenue, Sales • Online presence • Brand awareness• Message communication

The Sun Newsroom, News Int.

Editor(s) Sub editor(s)

Reporter

Feature writer

Where does news come from?

Opportunities

Social Media

• Publications which take longer than a week print cycle eg weekly, monthly, annual publications.

• Stories and features are gathered over a longer period of time

Long lead

Short lead • 2- 3 day life cycle• Breaking news

Features• Features live within magazines, newspapers,

supplements and online. • A type of coverage rather than a publication. • More in depth covering trending topics

Adverts

What makes news?

What makes news? • Prominence• Proximity• currency• timeliness• Conflict• Impact• human interest• odd or unusual

Read more at Suite101: http://bit.ly/XCEEJb

Prominence

- A story surrounding people or a person who is prominent

Currency

– Tagged ‘flavour of the month’ . when a particular story or theme is already being covered and further developments or side stories. Eg Horse meat scandal

Odd or unusual– Stories that shock or surprise the reader. The biggest, smallest, craziest etc.

Proximity

Timeliness

– hard hitting news reported there and then – sandals, information leaks, natural disasters

Conflict– Conflict between people, businesses, countries and can be hard hitting from war to celebrity feuds.

Impact– Something that impacts a large group of people rather than individuals

Human interest– Peoples personal experiences, with a unique or interesting element

How do we get coverage?

Case Study: Breast Cancer Awareness Month 2012

Year 1

Year 2

The results . . . Online and print coverage for each brand all talking about Breast Cancer Awareness.

But I’m sure there were also a few that didn’t.

What is a press release?

MEN WITH AOL EMAIL ADDRESSES MOST LIKELY TO VISIT STRIP CLUBS

New study reveals choice of mobile phone, email provider and internet browser can all give away men’s preferred stag weekend activities

Key findings:• AOL email users most likely to book a trip to a strip club• Vodafone customers are most likely favour a lap dance as their most popular activity compared to other mobile network customers• Apple iPhone owners have the most friends• Those booking stag dos using their work email address splash out the most, spending more than £104 per person and travel 1,400 miles from home

Your email address is enough to give away how likely you are to visit a strip club, according to new stats from stag do experts Chillisauce.co.uk.

Men with an AOL email address are the most likely to book a trip to a lap dancing venue as part of a stag weekend, while those booking through work, Gmail, Sky or Hotmail accounts are more likely to plan activities such as pub crawls, eating out and nightclub entry.

Event agency Chillisauce.co.uk announced the findings from a study into the technology used by more than 97,000 customers. A raft of data has been revealed through new website LeisureStats.com, presenting a unique analysis of customer habits, comparing how details such as choice of mobile phone, email provider, internet browser and mobile network can all give away what a man’s preferred stag weekend activities might be.

Those using their work email address to book stag weekends were found to spend the most money, splashing out an average of £104.62 per person, while AOL email users were found to be the stingiest, with the lowest average spend of £92.52 per person.

Adrian Simpson Director at Chillisauce.co.uk said ‘The findings show how even the most seemingly innocent technology choices, such as a person’s email provider, could influence somebody’s preferred activities. We have gathered data from more than 10 years in the industry to try and help understand what our customers want, but the figures also throw up some intriguing patterns”.

“There could be plenty of men with AOL email addresses or Vodafone customers too who are now sweating about what their wives and girlfriends think they get up to,” Mr Simpson added.

More information can be found at leisurestats.com/blog/

About Chillisauce.co.uk:Chillisauce.co.uk is an event agency which organises events and experiences throughout UK and Europe for more than 80,000 people a year, including stag and hen dos, activity breaks and corporate events.

For more information or interview requests contact:Rebecca LeePress@chillisauce.co.uk

Golden rules. . .

Be Heard Above the Crowd

Be a reliable source

Add that extra sparkle • Content – relevant images,

edited video, interviews • Create infographics, tables,

graphs they can use to visualise the story • Readerships – offer reader

opinion that you have resourced eg testimonials of an event

The Sell in

30 second intro

90 second story tell

Seal the deal

My top sell in tips

• Call from a quiet place• Have a script, but keep it natural• Have a few contacts at hand • Know who you are calling• If you get a no, ask why• Never put the phone down without a yes or a

reason why it’s a no

The Cherry on the Cake

Build relationships

Social networking

Exclusives

PR is not this . . .

PR is this . . .

Relationship building

Influence the influencers

• Identify influential people in niches

Influence the influencers

• But where to find and ‘stalk’ them online?

Awesome tools

Followerwonk

Little Bird

Commun.it

Tweets, following, followers, days old, social authority

Who are you?!

Sweet spot: people who are both influential and also likely to respond to any engagement that you direct at them

Reach out

Outreach dos & dont’s

• Connect with them on social media• Retweet and share their work• Do read their articles and blogs• Meet them offline and nurture the relationships• Spend 15- 30 mins everyday on Twitter, G+, LinkedIn

• Do not come up to them with no research• Do not leave generic comments on their work: ‘great;

love it; interesting’.

Please cover and tweet my news?

Right people + A good plan = Win

What happens next?

Let’s get down to the planning!

How to promote your event online?

PlanningBefore During After

Before your event

• #1. Create stellar video with great visuals and sound to engage and drive people to your event. Leverage it everywhere: Event Page, Vimeo/Youtube, Facebook, and in articles.

• Example: Social Media Marketing World 2013

Before your event

• #2. Give away tickets to amp up the buzz

Before your event

• #3. Get Listed on other websites:• Local Newspaper sites• Relevant publications and blogs

Examples

Before your event

• #3. Get Listed on other websites:• Other sites such as Eventful, MeetUp

• Post in Your Networks: LinkedIn, Google+ Events, etc.

Before your event

• #4. Interview speakers for special content• Create a ‘group tips’ blog post and pool that

knowledge into a great blog post• Example: Pro tips + Event•

The Hottest Social Media Tools Expert Use Today

During your event

• #5. The Hashtags to make your event more findable, searchable and memorable.

• #6. Live Blogging on Twitter or Facebook.• #7. Thoughts on Video.

After your event

• #8. Create a blog post of your reflections on how the event went, what you have learned and how the next one could rock even harder.

• #9. Upload your photos to photo sharing sites.• #10. Ask your presenters to share their

slides on slideshare again with appropriate tags, titles and links.

Tweet @rebeccalee1010

@rebeccalee1010 rebecca@chillisauce.co.uk@smiley_yang Yang@chillisauce.co.uk

Digital PR for Events

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