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The how-to-do-it e-newsletter for PR and marketing
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Moving PR from good to great
Watching public relations from the journalist’s end of the telescope, it never ceases to surprise me just how much PR effort is wasted. I’m thinking of those news-free press releases which ping into my in-box every day. Not to mention plaintive requests to interview some unknown executive (often, it seems, the vice-president of sales from an obscure American corporation.)
But what I’ve found equally surprising is the number of PR professionals who are prepared to admit in private that some of what they do is wasted effort. The trouble, it seems, is usually client or management pressure to issue that non-news story or set up that improbable interview.
The problem with this is that you can end up spreading yourself too thinly over too many tasks. When you spend too much time placating bosses by doing things that won’t work, you’re not able to devote enough time to turning ideas that could work into sure-fire hits. In other words, moving a campaign from good to great.
This is a problem which my colleague Lizz Clarke has been studying during the recent recession. She’s explored why some companies score brilliant PR successes while others rub along without much media coverage. She shares some of her findings below in “10 golden rules for PR success”. (Incidentally, Lizz joins me in London on 17th February for a day-long event – the Perfect Public Relations Masterclass - which looks at how to improve the results PR people get from the effort they put in.)
We may now be out of recession (only just) but so far there are only a few signs of those fabled “green shoots” of recovery the economists talk about. Creativity expert Andy Green reckons that the PR people who will succeed as the upturn gathers pace are those who turn themselves into a creative green shoot. It’s about seeking out “seeds of opportunity” around you. There’s an exclusive extract from Andy’s latest book – The Upturn: your part in its rise – below.
Liz Loxton is one of those versatile freelance journalists who can write about accountancy or the arts. In fact, she’s written about both – and many other subjects – for national newspapers and magazines. She tells us what she’s looking for from PR people in our regular “Five minutes with…” slot.
Finally, some interesting news for all you Twitterers. Twitter beats YouTube and Facebook as the most used social media tool for public relations according to a new study we’ve carried out at New Venture Publishing. You can see it later on in this newsletter.
Peter Bartram
Editor
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10 golden rules for PR success
Lizz Clarke spoke to dozens of companies during the recession to find what PR works – and what doesn’t
During the recession I’ve spoken to dozens of companies about their PR. Some have done well – others not so brilliantly. Why is it that some companies gain business benefit from PR – and others don’t? My research suggests that the companies which win the more benefit from PR follow at least half of the following 10 golden rules for PR success.
Create a realistic plan. Bear in mind that conventional print media has been changed (probably for ever) not only by the recession but also by the Internet. Newspapers and magazines have fewer pages because they’re not selling so much advertising as budgets are being spent on the ‘Net – and so there is less room for PR stories in them. So make sure that everything you offer hits the spot by tailoring and targeting your PR offerings intelligently.
Tie PR to business priorities. Always important – never more so than when growth is just around the corner. When PR contributes to business aims, it merits more investment. And gets support from the board.
Get all managers on-side. Demonstrate how the PR you generate helps them achieve their objectives.
Focus on what works. Lots of PR activity doesn’t – those news-free press releases, those boozy journalist lunches with no outcome. Be more analytical about what you do and stop things that get no results. You’ll then have more time to focus on what does.
Measure results. That’s how you find out what works. Decide in advance what constitutes success. Measure objectively. Use the results to inform decisions about future PR activity.
Brush up PR skills. Learn the basics like writing a press release and phoning a journalist if you’ve not done these things before. A little learning goes a long way in improving results if you’ve never handled PR before.
Look for new outlets. There’s a whole new world of PR opportunities in websites and social networking forums.
Keep up to date. Which is no more than a flash way of saying: keep in tune with the spirit of the times. So if your organisation has ridden out the recession and has now started to roar ahead, that’s just the kind of story many business newspapers and magazines will be looking for.
Look for fresh ideas. The media thrives on novelty. Many organisations do lots of original things but don’t tell the world about them.
Find some luck. Napoleon said he chose “lucky generals”. But lucky people are often those who take the time to look ahead. So become a lucky PR general.
Learn more from Lizz! Meet Lizz Clarke and PR Success Monthly editor Peter Bartram at their “inspirational” Perfect Public Relations Masterclass in London on Wednesday 17th February. Full details and online booking at www.perfectpublicrelations.co.uk.
Five minutes with… Liz Loxton
Liz Loxton is an experienced writer and editor specialising in people management, small and entrepreneurial business issues, accountancy and personal finance. She has also written on subjects ranging from property, ethical investing, talent management, leisure and the arts for nationals and trade publications.
1. What I want from PR people is…
…a quick but considered response to requests; access to information, research and commentary that genuinely stands out; and problem solving (we can’t do x, but I can offer y or z). I might not take you up on the alternative, but I’ll appreciate that you have taken the time to think about what I’m trying to achieve.
2. The best way to get my attention is…
…to offer me material that isn’t being sent out to everyone. I can’t use routine product or people announcements, but I do want to hear about people and businesses doing things that meet genuine market needs.
3. But please don’t…
…leave me with the impression that the title I’m writing for isn’t important to you. My work cuts across nationals and business-to-business publications, so squaring up to all kinds of requests helps build our relationship. And, crucially, don’t promise what you can’t deliver or leave me hanging. An early “no” is much more useful than a “no” that comes two working days down the line when it is all but too late to rescue the situation.
4. When pitching a story to me…
…I’ll want to understand that it matters and hear that your client can back it up with numbers and comment. No puff and no-jargon.
5. If you’re sending a press release, I want…
…it by email only. And, please, no follow-up calls.
6. The most successful PR people…
…know their clients inside out. The individuals they put forward for interview are informed, opinionated (in the best sense), interesting and concise, but are not afraid to rove around the subject. There is nothing worse than an interviewee who has learned their responses by rote and won’t venture into the wider issues.
Pitch perfect! The Perfect Pitch Masterclass in London on 14th April 2010 is an intensive half-day session which shows you how to pitch ideas to journalists successfully by e-mail or telephone. See full details and book online at www.perfectpitchmasterclass.co.uk.
Succeed in PR by becoming a “green shoot”
The green shoots of economic recovery may or may not be on the way but you can progress your career by becoming a personal green shoot, argues Andy Green in an edited extract from his latest book*
There is a phrase used to describe positive, new developments that will lead to a better, more prosperous future. The phrase is “green shoots” to represent economic recovery. It’s a nice metaphor to symbolise the new, the act of renewal.
The term “green shoots” is not solely defined as a generic, a general wide-ranging mood, nor as a reality of economic feelgood. Instead, it should be usefully used as a specific, to describe an individual seed and green shoot. Possibly you.
The term “green shoot” is about ensuring how your seed of opportunity, with the right nourishment, TLC, and determination can flower to bring further opportunities, and a new reality for you. Being a green shoot is about creating a new positive opportunity for you. It may be doing the thing you have always wanted to do. Or responding to a negative situation not of your making, but making a positive from it – like Claire Robertson of Wellworths.
And it’s not necessarily all about starting a new business or making stacks of money. It could be about getting a new balance in your life, or investing in relationships. Whatever direction you want to take or journey you are seeking to make, it’s about fulfilling your potential, making the most of your available talents and the chances that come your way.
Rather than wait for someone else to rescue you, with a statement that green shoots of recovery are arriving, you need to focus on what green shoot you can personally cultivate and deliver, to make a better future for yourself. Your green shoot, along with those of many other individuals, may then add up to a new harvest, a collective Upturn out of the recession – the “green shoots of recovery”.
When the business guru John Maudlin talks about not really knowing where new jobs are going to come from in a recovery – “but they will” - in essence he is describing how a multitude of economic seeds, created by people like you and me, grow, and come good. Because these seeds are initially germinating underground, they are out of sight. If you are looking for visible evidence of these “green shoots of recovery” you will be disappointed.
These seeds produce no immediate statistics, so there is no readily available data on the “seeds of green shoots”. As a result, they remain invisible to the media, the world at large, but are there nonetheless, and could be visible to you - when you look in the mirror. The future will be created by many, many different elements coming together, mostly unplanned. By using your flexible and creative thinking skills, being as resourceful as possible, you will recognise the potential seeds of opportunity around you.
By taking advantage, seizing the disruption, you can overcome the challenges and seize the opportunities. You can ensure you can be a green shoot and play your part in the wider Upturn of the world economy.
* Extracted from The Upturn – your part in its rise, by Andy Green, published by Tangent Books, £9. (www.tangentbooks.co.uk)
Have an Awayday! Andy Green leads the Perfect Team Awayday, which helps you get the best from your team, boost their creativity and commitment, and generate new ideas for your future. Find out how an Awayday can help your PR and marketing team at www.perfectteamawayday.co.uk.
Twitter is number one for online PR
Twitter is the most popular of the leading social community networks (SCNs) and interactive sites for online PR, according to a new survey of 107 PR professionals. It narrowly beats YouTube, in second place, and Facebook, in third, as a preferred online PR tool.
But the survey, conducted by New Venture Publishing for its new Perfect Online PR Masterclass, finds that no SCNs or interactive sites are yet rated as very important for PR use. On a scale of one (not important) to five (very important) the PR pros rated top-ranking Twitter at an average of only 2.96. YouTube scored 2.88 and Facebook 2.73. LinkedIn was on 2.4, Flickr on 2.1, MySpace on 1.76, Bebo on 1.67 and MSN Messenger on 1.59. Ecademy on 1.53 and Xanga on 1.47 brought up the rear.
Overall, the PR pros rated “making use of social community networks” as only thirteenth out of fourteen possible online PR priorities for the future. It came behind front-ranking issues such as “integrating online with other PR activity” and “developing online PR expertise in-house”.
The Perfect Online PR Masterclass (www.perfectonlinepr.co.uk) is a day-long training course In London on 23rd February. It covers online PR strategy, managing an online presence, running a website media centre and measuring the impact of online PR campaigns. The course provides a high-level overview of e-newsletters, blogging, social news sites, e-broadcasting and social community networks.
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Contents
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Diary dates:
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PR training events for 2010 Book now for PR training in 2010 Perfect Public Relations Masterclass, London. Wednesday 17th February.
Key skills for winning press, broadcast and online PR coverage that deliver more business value
"I wanted to e-mail and say thank you very much to you [Peter Bartram] and Lizz [Clarke, the course presenters] for the inspirational course last Friday. It was really helpful and positive, I appreciated the ‘can do’ approach, and the books will no doubt be of great use in the months to come." - Bryony Hitchcock, marketing co-ordinator, Evolving Systems Ltd Perfect Online PR Masterclass, London, Tuesday 23rd February.
How to use new media to get your organisation’s PR message in front of the people who matter
This course introduces you to the basic principles of online PR and provides the information you need in order to develop an online PR strategy for your own organisation or your clients. The course is based on exclusive research into how 107 companies and public sector organisations are using online PR and the benefits they gain from it. Perfect Proposals & Presentations Masterclass, London. Wednesday 3rd March.
How PR and marketing consultancies can improve pitches to win more business.
"I thought Jo [Lynn, the course presenter] was brilliant and, as a fellow woman working in PR, albeit a relative newcomer in comparison, extremely inspiring." - Lyndsey Hunt, Word Association
Writing for Publication Masterclass, London. Thursday 18th March.
How to write news stories and feature articles that editors want to publish "Very informative and well presented. Worth travelling far for." Georgina Key, Membership and Publications Co-ordinator, ACAD. Perfect Pitch Masterclass , London. Wednesday 14th April.
How to devise article and interview pitches that journalists really want to hear
"I really enjoyed the course - it felt like a breath of fresh air." - Ruth Palmer, Indigo Pink Communications. Perfect Online PR Masterclass, London, Tuesday 18th May.
How to use new media to get your organisation’s PR message in front of the people who matter
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Worth knowing:
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Take an Awayday!
Team awaydays are a crucial part of the calendar - to learn and share lessons from previous activity, and come together to plan for the future. Bringing together your people in creating new plans engages their full-hearted buy-in when those plans become a programme of action.
The Perfect Team Awayday provides the services of expert facilitator and creativity guru Andy Green who can help you identify your key objectives and outcomes from the session. At the Awayday, Andy will help you identify your top priorities – as well as the danger issues which could prevent those priorities happening – so that you can plan more confidently for the future. The session draws heavily on Andy’s proven track record of working with major blue chip organisations.
The Perfect Team Awayday focuses on getting the best results out of your team. It stimulates them to make the maximum contribution towards generating new ideas, and encourages them to become more open about sharing experiences and lessons. It will help your team go forward together, determined to make the most of your opportunities and overcome the challenges you face. The Awayday is rich in providing you with the right tools and processes to turn the talk into action in the real world.
The Perfect Team Awayday is ideal for teams working on ever-more demanding challenges. It contains training to help your team’s creative thinking, brand ideas and management skills. Participants are encouraged to raise their issues and problems in order to make the Awayday session of real value - so that the learning and new ways of working become as sustainable as possible and deliver value way into the future.
Click the link to learn more about the Perfect Team Awayday .
Books for PR
You can read a sample chapter from each of these books and buy online by clicking on the name of the book.
How to Write the Perfect Press Release , New Venture Publishing, £12.95.
“This is a book for people who want to get their company, their organisation, their leading personalities or their message into the media more often – and do it in a way that generates coverage which helps them achieve their objectives.”
How to Make Your Case in the Media , New Venture Publishing, £14.95.
“This is a book for people who find they suddenly have to face the media. It’s also a book for people who’ve already had a brush with the media, perhaps weren’t happy with the outcome – and want to perform better next time around.”
How to Write Well at Work , New Venture Publishing, £12.95.
“This is a book for people who want to improve their skills at workplace writing. Good, fluent writing designed to communicate meaning succinctly and effectively is a powerful business skill in its own right.”
How to Build a Winning Bid Team , New Venture Publishing, £12.95.
“We live in a binary world. You are either a winner or a loser. More than that, you win big or you lose big. You scoop the pool or you are left with nothing…”
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Contact details
We hope you find this newsletter of interest. If you have any queries or would like to make a suggestion about future content, please contact New Venture Publishing using the contact details below.
New Venture Publishing Ltd, 29 Tivoli Road, Brighton, East Sussex BN1 5BG, UK.
Tel: +44 1273 565505. E-mail: info@newventurepublishing.co.uk
© New Venture Publishing Ltd 2010. All rights reserved.
New Venture Publishing Ltd is registered in England & Wales, number 5606789
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