2016 ANNUAL CONFERENCE 8 MARCH 2016mediafiles.thedms.co.uk/Publication/EE-EssW/cms/pdf... ·...
Transcript of 2016 ANNUAL CONFERENCE 8 MARCH 2016mediafiles.thedms.co.uk/Publication/EE-EssW/cms/pdf... ·...
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2016 ANNUAL CONFERENCE
8 MARCH 2016
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Tracy Jones
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Today, I am going to....
• Tell you who I am and how we’ve been working with Visit Essex
• Give you some practical advice on how to maximise PR for your own business
• Share key do’s and don’ts from bloggers and social media stars
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Who are we? • Brera is a renowned PR & Marketing agency working in close partnership with local, national and
international clients
• Husband and wife team Adam and Tracy Jones have a combined experience of over 40 years at the highest level
• Based in Barling Magna, just outside Southend-on-Sea
• Locally we work with London Southend Airport, Freeport Braintree, Essex Book Festival, Adventure Island and many more... including Visit Essex
• Nationally we work with The National Gallery, Oxford University Press, Jerwood Gallery, Compton Verney, Root1066 Contemporary Arts Festival … and many more
• Our motto is ‘Stylish and unique solutions for business objectives’....
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Some of things we’ve done for Visit Essex
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How to .... Maximise your PR
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Marketing and PR
•Paid for coverage •How much you want, where you want it, when you want it and how you want it. But you pay £ for it...
•Advertising & promotions
•Earned coverage
• Buzz, Word of Mouth and social media
• It’s free – but the journalist is in the driving seat and not you •Consumers ‘believe’ the news more than paid for advertising.
•Media stories and features
Effective Communications
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The first rule of doing PR
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When to use PR?
-Have you got a news worthy story to tell? Test yourself – is it one YOU would read if you saw it in a newspaper or online?
-Is the answer is no – then go and buy an advert
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Or can you create a news story with a PR stunt.....?
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Journalists are REALLY busy people...
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• Is it local, industry, national media? • Are you talking to the right person?
• Are you talking to them in the right way?
Know your audience...
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The Golden Rules of Press Release Writing
Why are you telling me this?
Why should I care?
Have you answered all these questions?
WHO? WHAT?
WHERE? WHEN? HOW?
Check, check and check again ...
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•Always send out a print quality (300 dpi, high resolution), NEWS image with your press release • A news image is not stock image you’ve used in marketing. It’s one that tells the story but is original, often quirky – one that makes people look •What else can you offer? Content is KING
Picturing the story....
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Next…
• Talk to people
• Don’t be scared of journalists…!
• Be persistent, but not pushy
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Sshhh – here’s a secret....
People love freebies...
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Be social....
It’s a brilliant form of PR It’s free (usually, though that is changing…)
And no – it is NOT hard to use, or scary Give it a go!
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Take Three Bloggers…..
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Do’s….
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DO..
-Spend just a few moments researching and looking over the
bloggers channels. Understand their vibe. Does what you are
suggesting fit?
- By spending just 2 minutes researching you won’t waste time
emailing the wrong types of influencers AND you can
personalise the email.
-Bloggers get lots of emails and if they aren't personalised then
they often will presume that you're not that bothered....
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DO...
-Be clear right from the word go what coverage you expect
-It's lovely to be invited to a spa or restaurant - but when bloggers get
an email a week later asking why there wasn't a dedicated blog post /
Instagram / video following the visit it is really annoying for everyone
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DO...
- Create hashtags - especially if you're organising an event or a trip. It's
the best way to make the content discoverable and create momentum.
(Example - search #paintedlondon on Twitter)
-Share the hashtag beforehand with everyone involved
- Ensure people have your social media details before any event to
maximise coverage.
- Make sure there is free WiFi & everyone knows the code!
PS - Share all content from bloggers on your social networks - it makes them feel happy and
appreciated and it gives you more proof to your followers about how darn awesome you are!
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DO...
- Allow time for bloggers to create their own content. Blogs are personal
so they need time to take their own imagery in a way that journalists and
traditional media don't.
PS – Do make sure you have decent high-res promotional photos of people having a good
time in your venue, getting close up with your most interesting collection objects. Don’t use
infographics – bloggers hate them.
Top Tip - If your event has a visually exciting element that can be photographed, consider
setting aside time for an Instagrammer meet up. Perhaps in the morning or at a time when
the light will be good?
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DO...
-Treat bloggers and journalists exactly the same.
-All content is equally as valuable, just in different ways.
-Bloggers are the same as journalists, just a 2016 digital-
savvy version.
FYI – with 310k readers, Culture24 has almost double the readers
of The Guardian (164k)
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Don’ts….
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DON’T...
-Choose which bloggers you'd like to work with based solely on social media
followings.
- Buying followers and likes is hideously rife in the industry, so your best bet is
to ask for a media kit *
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DON’T...
-Expect a blogger to write about your company without being able to test the
product / try the experience / stay at the property.
-Blogs are all about personal experiences and what that person has been up to
so they will not recommend something they haven't trialled
*Is there a monetary cost to you?
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DON’T...
-Leave it too late to reach out – just like traditonal media many bloggers plan
their editorial schedule over a month in advance.
-Don't try and call a blogger. Or Facebook message. Or Whatsapp. Or leave a
comment on an Instagram. A classic email is your best bet at a response.
-Don’t ignore what else is going on around you. If you and another venue are
competing for the same audience, could you create a joint offer? Can a hotel,
restaurant and theatre work together?
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DON’T...
- Offer pre-written guest posts. The blog is about the voice
of the blogger and it's rare that a blogger will accept
anything pre-written by someone else. Even for a decent
fee.
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DON’T
-Despair if you can’t get bloggers to come along to your big event..
-Could you offer them a behind the scenes sneak preview that they
can write about in time to boost the ticket sales of your actual event
/ opening / launch?
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DON’T...
-Forget to track your stats. Record baseline measurements of how
many people are on your mailing list, visiting your website, following
you on social media ahead of your campaign
-Track whether your activity actually leads to more engagement,
clickthroughs and ticket bookings.
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And Finally...
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And here is one I prepared earlier........
https://www.youtube.com/watch?v=NvTySa0junY
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Tracy Jones
01702 216658 / 07887 514984
www.brera-london.com
@tracybrera
Brera PR & Marketing
Tracybrerapr