I then also shared a picture of it on Twitter and got a great response from my followers who commented that they loved the campaign or hadn’t found their own bottles yet. I’m not the only one who got excited by a personalised bottle, either. My Facebook feed has featured quite a few photos of my friends’ own finds.
Establish connections with relevant journalists rather than sending your press release to anyone you think may have written about something in the general area that you’re targeting. Journalists have to do their research (and they have to do lots of it) so they appreciate it when you do yours.
2. Invite a ‘mummy blogger’ (for example) to an event that takes place in the evening, away from home, and doesn’t consider childcare
If you’re targeting a particular sector, take a moment to think about the most convenient time and place for them rather than trying to blow them away with a 5* London hotel and free all-night bar. Don’t expect them to rearrange their life around your event – make it as easy as possible for them to attend.
3. Send a press release to a whole load of journalists without using that handy BCC function
Tailor your press releases when you can and don’t make journalists feel like they’re just one target on a huge list that includes all of their competitors. It won’t get you any brownie points and sharing someone’s email address with the world certainly won’t win you any friends.
4. Cram your press release full of jargon that the journalist’s readers will never understand – or write twice as much as you need to
This will result in journalists having to spend time editing it down into something that their readers will be able to digest and understand. Refer to the golden rule: make their job that bit easier whenever you can.
5. Invite a journalist to speak to a client / come to an event / write about your product without being able to provide the elements they’ll need
Respond quickly when journalists ask questions and make sure you can give them access to the person or product you’re asking them to write about – otherwise, what’s the point? Make it difficult for them and you’ll not only lose the story, you may lose your contact entirely.
Last year one of this blog’s most popular posts was about PR and marketing stunts designed specifically for April Fool’s Day 2012.
Yet again, this year delivered some great examples of how to make the most of this annual opportunity. In reverse order, my top three for 2013 are:
3: A clever bit of April 1st social media marketing from women’s fashion brand Warehouse. It was a seemingly innocent ‘spot the difference’ competition on their Facebook page – only there were no differences at all. Simple but effective.
2: Pop group The Saturdays changing their name to The Fridays. I spotted this one via a story on Metro.co.uk that one of my friends shared on Facebook – it definitely had shareability! A quick Google search revealed absolutely loads of coverage for this brilliant April Fool’s story.
1: Google launching ‘treasure mode’ on its maps. The internet giant posted a spoof video on YouTube explaining how the hidden treasure could be discovered on the maps. Slick, sophisticated and very well thought through.
April Fool’s Day stunts are a great way of showing the world that your company has a sense of humour and they can get you some seriously good PR coverage. Just make sure you don’t kid too many people for too long and make your fans feel like fools. They may never forgive you!
Working in the PR industry, it’s often perceived as your job to “make” the news – but how do you know what will get picked up by the press and what will be ignored? It’s an age-old public relations conundrum and one of the most stressful parts of the job.
Predicting the news is, quite simply, not easy. A story that a particular journalist on a particular day might love and run with might be completely passed over by another journalist on another day. Personal opinion, other stories and even the time of day that you pitch can all impact on your story’s success.
An episode of one of my favourite TV programmes, The West Wing, reminded me of the unpredictability of news. In this particular episode, the White House Press Secretary, CJ Cregg, didn’t think a story about the President not liking green beans would be picked up by the press corp – but she was wrong. This seemingly insignificant little story supposedly had wider implications for the green bean growers of Oregon and, handled badly, could have become a troublesome, negative story.
Sometimes the seemingly insignificant things are the ones that we need to watch out for – or make more of if there’s a benefit for our clients/companies. Pitching the right story to the right journalist at the right time of day is the key, and if you can get all of that right then you’re perfect for this job.
Companies going to extreme lengths to court attention for their products is nothing new, but is the latest trend of ‘raising celebrities from the dead’ to appear in TV adverts one step too far?
The creative team at Galaxy decided that Audrey Hepburn was the best celebrity – bar none – to promote their chocolate bar and have used CGI to make it possible for her to ‘star’ in their latest TV ad:
I’m a big Audrey Hepburn fan but seeing her brought back on to our screens in this way to sell chocolate just doesn’t sit quite right with me.
It’s not just Galaxy that’s seeing the potential of having an association with these notorious ladies of the silver screen, though. What about Dior’s perfume advert featuring Grace Kelly, Marilyn Monroe and Marlene Dietrich?
What do you think of this emerging trend? Is it ok?
It’s not often I use this blog as a promotional tool so please excuse this very rare occasion.
My fiance and I have the chance to win some amazing prizes for our wedding including flowers, a photo booth, jewellery and more. If we won it would just add some extra special touches to our big day - so please help us!
Please follow this link and vote “Adam and Rebecca”: http://essexvintageweddingguide.wordpress.com/2013/02/22/meet-our-finalists-and-get-voting-for-your-favourite-proposal-story/.
You can only vote once per device otherwise it actually detracts from our total so please encourage friends and family to spare us 30 seconds and vote, too!
(Normal marketing and PR content will return with the next post).