An introduction to

Public Relations

Printed on recycled paper

By Sonia Clarke, Senior Account Executive &

David Lucas, Account Executive

Lexis Public Relations

18th April 2008

ABOUT US

A LITTLE BIT ABOUT US

• Sonia Clarke, Senior Account Executive in Consumer team– Joined Lexis on the Graduate Training Scheme in September 2005

– RAC/BSM, Boots, EDF Energy, MySpace, Birds Eye, M&S Foods

• David Lucas, Account Executive in Business Communications team– Joined Lexis on the Graduate Training Scheme in August 2006

– First Base, Arjowiggins, Domino’s, MySpace, Norwich Union, TheTrainline

INDUSTRY-LEADING REPUTATION

• Launched in 1992, we remain owner managed

• Part of Next Fifteen Communications’

international network of PR agencies

• 900 staff in 4 companies across 39 offices

in 18 countries

• Top 20 agency with 100+ staff

• £7.2m fee income

• Consistent industry recognition of our work

RESPECTED FOR CLIENT DELIVERY AND AS A PLACE TO WORK

Marketing’s Agency of Year 2006 Runner-up

PRCA Frontline Awards 2006 Best Consumer, Integrated, Financial Product

campaigns, plus Ambassador of the Year

The Holmes Report 2005 Consumer Consultancy of the Year & One of the

Best Consultancies to Work For

Sunday Times Best Companies Top 100 Small Companies to Work 2008/7/6/5

Britain’s Top Employers (in association with GuardianUnlimited and Cranfield

University) 2008

WHO WE WORK FOR

WHAT IS PR?And how does it differ to

advertising?

PR DEFINITIONS - OFFICIAL

“The business of inducing understanding and goodwill

between a person, firm or institution and its publics;

also: the degree of understanding and goodwill

achieved.”

There are two blokes in a pub with their eye on a couple of ladies.

Man A walks up to the ladies and says ‘I’m great in bed’

…..that’s advertising

OR PUT IT ANOTHER WAY:

His friend Man B walks up to them and says ‘My mate is great in bed’

…..that’s direct marketing

Or….Lady A turns to her friend Lady B and says “I hear that bloke is great in bed.”

…..that’s public relations

Basically….Every company has PUBLIC RELATIONS - whether it likes

it or not!

Good, bad or indifferent PR depends on how you manage

and control your reputation

WHY IS PR IMPORTANT?

74 per cent disbelieve company statements (MORI)

80 per cent rely on editorial(BMRB)

Corporate image No.1 concern for CEOs(MT)

70 per cent believe good image = good products (MORI)

THE POWER OF PR

GOOD PRGOOD PR• Changes perception & Changes perception & opinionopinion

• Can make a bad Can make a bad situation bettersituation better

• Can positively affect Can positively affect sales and share pricesales and share price

• Creates a strong Creates a strong reputation to see you reputation to see you through the bad timesthrough the bad times

GOOD PRGOOD PR• Changes perception & Changes perception & opinionopinion

• Can make a bad Can make a bad situation bettersituation better

• Can positively affect Can positively affect sales and share pricesales and share price

• Creates a strong Creates a strong reputation to see you reputation to see you through the bad timesthrough the bad times

BAD PR•Makes a bad situation worse

•Can negatively affect your share price

•Can in an instant destroy years of hard work

•Can, at worst, kill your brand or company

BAD PR•Makes a bad situation worse

•Can negatively affect your share price

•Can in an instant destroy years of hard work

•Can, at worst, kill your brand or company

ADVERTISING

Paid for space

£££££

Guaranteed

Controlled messaging

Subjective

Impact

ADVERTISING

Paid for space

£££££

Guaranteed

Controlled messaging

Subjective

Impact

PREditorialCost-effectiveNever guaranteedMessaging at the mercy of journalistsObjectiveInfluence

PREditorialCost-effectiveNever guaranteedMessaging at the mercy of journalistsObjectiveInfluence

But…increasing convergence

WHO ARE THE AUDIENCES?

Customers

Pressure Groups

Suppliers

Journalists

The City

Employees

Parent Company

Local community

MPs

Newspapers

Magazines

Television

Radio

Sponsorship

The Internet

Word of mouth

Corporate literature

Events

Public speaking

How do you reach

them?Editorial Vs. paid-for space - Impact and

influence

HOW TO GET INTO PR?

PR SECTORS

Consumer Reaching sections of the general public who could be interested in your product or service

Business-to-business Reaching business groups who could be interested in your product or service

Corporate - Influencing the way a company is perceived by its audiences (from customers to city analysts)

Political - Monitoring and influencing policies relevant to your organisation

Trade - Reaching customers for your product or service who will sell it on to an end-user

Financial - Reaching financial and business opinion-formers

Employee Communications - Explaining business strategies to staff

THE GRADUATE SCHEME SELECTION PROCESS 2009

• 2008 applications now closed• Ask for applications by end of February 2009

– CV & short listing questions• Initial interviews April 2009

– With an Account Director and an Associate Director• Recruitment days in June 2009

– Presentations, writing exercise & brainstorming– Panel of various levels -Grad to Board Director

• Offers within month • Start-date September 2009• Check www.lexispr.com for application details from Oct

2008 for 2009 entry• Internships

– Contact NOW for internships over Summer - lflint@lexispr.com

WANT YOU NEED TO DO

• Do your homework– Join the IPR (www.ipr.org.uk)– Read PR Week– Check out websites– Read the media with an eye for PR stories

• Make sure you stand out!• Use any extra-curricular experience• Demonstrate you have the necessary skills on your

CV (and use a spell-check!)• Demonstrate an interest in PR/media - think of

examples of brands and campaigns that have stood out for you

• Know the difference between PR and advertising!• Be confident, positive, determined• PR work experience is useful but not essential

WHAT’S IT LIKE?

PR VILLAINS - WHAT IT’S NOT

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Champagne lunches

Scandal

Cover ups

Spin Doctoring

Fluffy

Sleaze

Celebrity

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BUT WHAT IS IT YOU ACTUALLY DO?

This is a question that you’ll get used to hearing from friends and family!

The truth is there’s no one simple answer, as PR can vary vastly from day to day - that’s the best bit about the job!

A DAY IN THE LIFE OF A GRADUATE….

• 9.05 Presswatch and breakfast -Putting together a

round up of key stories for the team while enjoying

my cereal

• 9.15 Check papers for story I sold in yesterday for

MySpace

• 9.35 Journalist calls needing images for a news

story on Domino’s Pizza - organise these to be sent

• 10.05 Progress report on sell in with Lynn

• 10.30 First Base internal - actions for the week

• 11.00 Begin sell-in for MySpace, switch on the

powers of persuasion!

A day in the life of a graduate….

• 13.00 Lunch - grab a sandwich from Pret, catch up on the chat and check any breaking news on the BBC website.

• 14.00 Write press release on Arjowiggins - big chance to show off writing skills and sporting prowess!!

• 15.00 Off to a status meeting - v good to sound authoritative in front of client.

• 16.30 Follow up on calls made for yesterday’s MySpace sell-in to see if any journalists are interested in the story.

• 17.00 Catch the final post before heading into short brainstorm for Boots - time to get creative!

• 18.00 Write up actions for tomorrow.

• 18.30 Off home, you deserve a rest!

LET YOUR HAIR DOWN

• Work hard, play hard

– Breakout area

– Friday night drinks (Announcements)

– Star points

– Regular socials

• London!

– Moving here? Commuting?

– Adjusting to working life

– Make the most of your graduate overdraft!

CASE STUDIES

RAC’S REPORT ON MOTORING

The BriefDevise and implement a high profile launch campaign to exploit the ’RAC Report on Motoring 2006', an annual in-depth piece of research into the views of the UK’s motorists.

Our SolutionOur Consumer and Business Communications teams worked together to analyse the initial research findings and helped structure and draft the ensuing report. The Lexis team identified the key issues that would resonate best with media and recommended a launch theme of 'road pricing' to build on the current media debate around Government policy. We worked with the RAC public affairs team to develop a launch strategy, agree key messaging and launch the report to national broadcast, print, trade and regional media via structured briefings with the MD of RAC and other key spokespeople.

The team also identified a number of other themes and storylines (including road safety and green motoring) to be drip-fed to media throughout the year and to enable the RAC to swiftly piggy-back on reactive media opportunities.

The ResultsThe first phase of the campaign (Summer 2006) generated 43 pieces of coverage (so far), with a reach of over 67 million. Print and broadcast highlights have included pieces in the Times, Financial Times, Daily Telegraph, Daily Mail, and on 5 Live, Sky News, BBC News 24 and BBC Breakfast. The team continues to generate coverage around themes covered in the report including speed cameras and road pricing.

COKE SIDE OF LIFE

The BriefWork as an integrated team with advertising and media buyers to create a memorable event on the South Bank to celebrate summer, bring to life the Coke Side of Life visual identity and establish positive messages around the brand.

Our SolutionOur Consumer team worked in conjunction with the ad agency to secure the involvement of the pop art movement’s leading light, Sir Peter Blake, who was persuaded to turn his vision of ‘Summer on the Coke Side of Life’ into a giant 20' collage, constructed live on the South Bank.

Lexis worked across the board on the project, from developing the concept and managing Sir Peter, to commissioning time lapse film footage of his work and a producing documentary of the whole event. We managed a robust on- and offline media relations campaign (including 3 separate targeted photocalls) to generate awareness and drive attendance on the South Bank across the week long event.

The ResultsIn total to date, Lexis has generated over 60 pieces of coverage. We’ve swept the board and achieved coverage amongst others in the following: Channel 4 News, BBC Radio Five Live, Smooth FM, LBC, BBC Radio London, BBC Radio Four, DPS in the Independent, Metro, London Paper, London Lite and Time Out.

COKE SIDE OF LIFE

CLIENT SUCCESS

NORWICH UNION ZENPLOYMENT

The Brief

Position Norwich Union as an authority on financial planning and saving

Our Solution

Although synonymous with the world of insurance, Norwich Union was less well known for its savings and investment offer. To generate broader awareness of its thought leadership in this space, Lexis created a new social phenomenon, ‘Zenployment’.

Based on the UK’s growing search for greater meaning from our lives ‘Zenployment’ allowed Norwich Union to speak about the importance of better financial planning in the quest to fulfil life aspirations. Consumer research was commissioned to demonstrate the age at which we re-appraise our careers, what motivates us to opt for new jobs and what ‘compassionate careers’ we choose. With expert commentary from the Future Foundation and supporting case studies of employees who had made the move, the campaign exceeded coverage expectations.

The Results

Coverage highlights included eight pieces of national print coverage, including a lead feature piece and debate led by Janet Street-Porter in The Independent on Sunday. Broadcast coverage highlights included features on BBC Breakfast News, BBC News 24 and GMTV. Regionalised versions of the research findings also featured in key regional newspapers and 18 online sites, including ITN and Sky News.

FIRST BASE: DEVELOPMENT SUPPORT

The Challenge

As a young residential property developer with a unique proposition – urban regeneration delivering affordable key worker homes and standard private tenures - First Base needed to raise its profile among consumers, investors and the business community. Lexis was tasked with a communications strategy that would enable First Base to punch above its weight and drive sales.

The Solution

We adopted an approach that is unusual in property media relations, preferring to foster key media relationships and secure quality, in-depth coverage in top tier publications instead of issuing a constant stream of news. Seeking out news from the business was the lifeblood of this programme, as well as features monitoring, exclusive placements, profiling and carefully fostering relationships with Government press functions.

The Results

Since August 2006, we’ve achieved 150 pieces of coverage, 97% positive, with a reach of over 39 million. Most importantly, Adelaide Wharf, a First Base development was 95% sold in three months and Newington in Elephant and Castle features in FT top five properties across the globe.

COKE LAUNCH IN SECOND LIFE

The Brief Launch Coca-Cola’s latest ad campaign, ‘Happiness Factory - The Movie’ to a global audience.

Our Solution

To reach the global audience with a simultaneous launch, Lexis built an art deco Coke cinema in virtual world Second Life and created a virtual red-carpet movie premiere complete with celebrity guest Avril Lavigne.

We added a ‘Coke Cinema’ TV channel on YouTube to seed video footage from the event across the world and a word-of-mouth campaign to seed branded content across key social networks including MySpace, Facebook & Bebo.

The Results

Combined audience reach of over 70million people across six continents. Video entered YouTube Top 100

COCA-COLA HAPPINESS FACTORY

COKE LAUNCH: VIRTUAL MOVIE PREMIERE

LEXIS CASE STUDY

YOUR BRIEF

Boots and Breast Cancer Care

Boots had worked with BCC for 11 years

We needed to…

- highlight Boots’ commitment to BCC and make noise about the associated

products

- drive footfall and sales, raising money for BCC

WHAT DID WE DO?

Paint Yourself Pink campaign

The idea

- Brainstormed the creative platform of ‘Paint Yourself Pink’

- Worked with BCC to recruit Edith Bowman. She agreed to take part in nude photoshoot around the theme PYP

-Set up photoshoot, working with high profile photographer and make up artist

- Arranged exclusive with Celebs on Sunday - then full national news sell- in for Monday

ON THE BIG DAY!

GREAT COVERAGE!

GREAT COVERAGE!

Any questions?