3. We’re going to focus here on some easy win
media relations ideas to get your started…
@mucklemedia / @theweeagency
4. How can media relations help a
start-up?
• A half page black and white advert in The
Sunday Times costs….
@mucklemedia / @theweeagency
5. How can PR help a start-up?
• A half page black and white advert in The
Sunday Times costs…. £19,500
• In simple terms PR and media relations
can be used by start-ups to get a product
or service in front of your target audience
without paying for advertising
@mucklemedia / @theweeagency
6. Creativity in PR..
• Some of the best and most creative ideas are
actually very simple
• Big ideas can be scaled back
• Just because it’s wacky and people might
write about it, doesn’t mean it will help your
business
• What’s the call to action of the creative idea?
• Would you talk about it in the pub? Or by
the water cooler
@mucklemedia / @theweeagency
7. Creativity case studies
The Olympic Torch Relay. The IOC’s world famous
Torch Relay, has been executed in the months before
the Winter and Summer Games since 1936.
@mucklemedia / @theweeagency
8. Creativity case studies
Calendar Girls. In 1999 a group of eleven members
of the Women’s Institute (in Yorkshire, UK) stripped
to create a calendar to raise money for charity. The
original calendar featured the women posing nude –
obscured by baked goods and flower arrangements.
800,000 copies were sold worldwide.
@mucklemedia / @theweeagency
9. Creativity case studies
Best Job In The World. To bring tourist attention to their region
Tourism Queensland took an advert to recruit an “island
caretaker” willing to spend six months exploring the land and
waters around the Great Barrier Reef for £70,000.
@mucklemedia / @theweeagency
10. Creativity case studies
To mark the release of The Simpsons Movie in July 2007, Fox
Theatrical created a 70m x 50m chalk Homer in his underpants on
a hillside to mirror the famous, 250 yr old chalk Giant Of Cerne
Abbas and brandishing his very own magical symbol, a doughnut.
@mucklemedia / @theweeagency
11. WHAT IS NEWS?
• But also could be:
– A new recruit / appointment
– Job creation / expansions
– A big contract win
– Financial results
– Charity work
– Award wins
@mucklemedia / @theweeagency
13. Meeting the needs of journalists
•
•
•
•
•
Need stories
Deadline driven
Images help
Think about their audience
Ultimately, though they aren’t there to write
about your business, they are there to
write interesting news and features that
interest their readers
@mucklemedia / @theweeagency
14. Integrating PR with social media
• Follow journalists relevant to sector /
local media
• Tweet news
• Monitor for comment opportunities
• Share coverage through social
channels
@mucklemedia / @theweeagency
15. Feature pitching
•
•
•
•
•
•
•
Forward features search
Reviewing synopsis
Drafting a winning pitch
Expert comment
Supporting facts
Customer case studies
Something they can’t get elsewhere
@mucklemedia / @theweeagency
16. Being a thought leader /
being an expert
Securing speaking opportunities
Guest blogging
Winning awards
•
•
•
•
•
@mucklemedia / @theweeagency
Trade / sector awards
Product awards
Leadership awards
Best place to work
(look at the competition)
17. Developing a PR plan
• Objectives
o
o
o
o
o
Specific
Measurable
Achievable
Realistic
Time-measured
• Strategy
o Overarching approach to meet objective
• Tactics
o How to go about it
• Evaluation
o How to measure results
@mucklemedia / @theweeagency
18. Exercise
• This about your business and identify an
objective that tactical PR could help you to
achieve
• Think through the steps in the handout
and draft an idea
• Discuss with the person sitting beside you
• Share with the group at the end if you’d
liked
@mucklemedia / @theweeagency
19. Business objective
Strategy
Story
What are you trying to achieve?
How will you get there?
What makes this something media will want to write about?
Biggest / smallest
Game changing in your industry
Pitch angles
How can you adapt the story to suit different media?
Financials
Quirky
Person led
Market insight
Target audience
Who are the potential customers for your product or service?
Who influences these prospects?
Target media (to reach the
Broadcast (look through the Radio Times)
audience)
National / Regional / Local
Consumer lifestyle
Trade
Business
Timing
Embargo / exclusive / news agenda
Collateral
Approach
@mucklemedia /
Press release and links
Branded images
Spokespeople including any third parties
Sample boxes for selected press
Case studies – media love them
Develop the materials and content
Identify key media
Discuss by
@theweeagency phone, follow up with email, be persistent in chasing them to
achieve the coverage
