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How to Generate National News Coverage on a Budget

Thursday, October 6th, 2011

You can achieve national coverage on a budget

Good news. It’s not necessarily budget that will secure national coverage. Just a really good story. If you have one, or you and your PR advisor can conjure one up, then that’s part of the battle.

PR power and success is strongly linked to credibility and building up relationships over time too. So the more you do (and in this case spend) can increase your chances of national coverage.

Manage Expectations

If you restricted your budget to, say, one release you may well get national coverage. But you may not. No matter how compelling the story is. That’s the way the cookie crumbles. A PR advisor or agency should have a few tricks up their sleeve to increase the chances of coverage.

Is National Media Coverage the Holy Grail?

There is some good news. People often obsess about national coverage as the holy grail. And massive circulation media can make a difference. But in an increasingly fragmented media landscape, there might be smaller circulation magazines or online media and blogs that are read by people more likely to buy from you. Don’t dismiss them out of hand.

PR might not even be the smartest way to convert new customers! Most ethical PR people will be honest with you if this is the case.

Choosing PR Support

Draw up a shortlist of your favourite PR consultants. Offer each one a detailed brief (although the good PR guys will help to tease the key info from you) including what you want to achieve, budget, competitors, target audience. Most will give you a few creative responses, news angles, details of recent successes and a cost guide.

Pay on Results?

Some may offer you a pay-on-results service. It would never be my cup of tea but this might suit you. But make sure you cap it otherwise it can get out of hand. I have written press releases that generate one million pounds worth of coverage. And you wouldn’t want to be paying for that on results!!

Ultimately, you’ll probably need to go with your gut instinct. And enjoy the journey! Always remember, the PR process should be fun.

» Toss Productivity Out :zenhabits

Wednesday, September 7th, 2011

Leo Babauta has things just about bob on here don’t you think? Too much planning not enough doing?!

For at least a couple of years, Zen Habits was one of the top productivity blogs, dispensing productivity crack for a nominal fee (your reading time).

I’d like to think I helped people move closer to their dreams, but today I have different advice:

Toss productivity advice out the window.

Most of it is well-meaning, but the advice is wrong for a simple reason: it’s meant to squeeze the most productivity out of every day, instead of making your days better.

Imagine instead of cranking out a lot of widgets, you made space for what’s important. Imagine that you worked slower instead of faster, and enjoyed your work. Imagine a world where people matter more than profits.

If any of that appeals to you, let’s look at some traditional productivity advice, and see why we should just toss them out.

via » Toss Productivity Out :zenhabits.

The Problem with Excellence. And the Case for Passion and Enthusiasm

Monday, September 5th, 2011

I recently took up cycling. I am not, and will never be, an excellent cyclist. That is guaranteed. But I am a very enthusiastic cyclist. It is quickly becoming a passion. When I discuss my cycling I discuss it with passion. How it makes me feel. Everything I love most about it. Other people who are passionate about cycling relate to it as I do to them. I am drawn to people who share this common and very real passion.

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If all I had to focus on was being an excellent cyclist it would completely kill it for me.

Throughout our lives we are encouraged to be excellent. Be the best that we can be. Work as hard as we can.

From the day we begin our spelling tests at school before chasing A-grades in exams, or perhaps a hallowed first team spot in the school football team – we pursue and applaud excellent achievements.

The problem is that we often pursue excellence without ever quite achieving it. Or, the respect from peers, family and friends that our obsession with excellence craves.

We can be tough on ourselves too.

Especially if we don’t meet with our personal expectations on excellence. ‘Everyone else appears to be excellent at whatever-it-might-be.’ ‘Am I the only person who isn’t?’!’

Indirectly, the perceived trappings of excellence can be an issue too. How many people do you know who are miserable because people they know have a bigger car? Better job?

The problem with excellence is that all too often it delivers indifference. We can give up the ghost if we still aren’t excellent despite working as hard as we can for years. People achieving excellence burn out. Or, perhaps, when we are intimidated by others who already appear to have achieved it. ‘We’ll never be as good as them!’

It’s an obsession. And I don’t think it’s a healthy one.

We need an alternative to excellence. A shift of focus. We need to drive ourselves in a way that retains all the best elements of our obsession with excellence. We need to retain the healthy competition it encourages. And still enjoy the personal challenges it leads us on.

But, the solution needs to tolerate the plain fact that we can’t all be excellent at everything. And that it’s OK not to be excellent.

So what’s the solution?

A simple shift of focus. For me, just like my new-found love of cycling, the focus should be on passion and enthusiasm.

A focus on passion and enthusiasm will see us naturally seek out the areas of our lives we love. Why stick in a job we dislike, desperately trying to be excellent at it, when our passions lie elsewhere?

The irony is that by seeking out our life passions we have more chance of delivering results – sometimes even excellent results – too. I completed my first coast to coast cycle ride in two days earlier this year. Far from excellent I know. But a result. Passion and enthusiasm tolerates it when we don’t achieve excellence. Loving what you do justifies the achievement.

My passion drove me to compete too. I hated the idea of being the slowest rider on the coast to coast. But I tolerated not being the fastest. And delivered an outstanding personal achievement. Even if I do say so myself.

Passion is charismatic. Because it is a very human trait. Just like ‘not being excellent’ is a human trait too. And I find humans significantly more engaging than excellent automatons.

Don’t forget shared passions too.

Shared passions deliver relationships of real value. I initiate and maintain some of my best business contacts through my shared passion for football. I am not an excellent footballer! In my experience shared excellence can, at worst, breed mistrust.

Excellence is black or white. You’ve either got it or you haven’t. You can never be a little bit excellent. Or even very excellent. Passion and enthusiasm comes in degrees. Making it easier for it to develop and evolve as it becomes stronger.

And passion and enthusiasm are as far removed from indifference as you can get. Whilst even excellent people can burn out after all the effort their achievement has taken.

So let’s bin excellence.

And let passion and enthusiasm drive us. What will you be passionate about today?

All the best, Richard .. an excellent PR Guy!

Social Media Fatigue and the Rise of Niche On-line Communities

Tuesday, August 9th, 2011

Google + I like. But I am yet to muster the energy or inclination to make a go of it.

I’m on Twitter, Facebook, LinkedIn, FourSquare, YouTube. I also contribute to various online forums including UK Business Forums and a football forum. Will the added benefit I receive from this new community be worth the time and effort?

I’d love to think so. I can see the valuable contribution the new interface offers. But, even with that in mind, I’m not sure.

Chris Brogan Writes:

One of the biggest pushbacks I hear from people when I talk about how wonderful I think Google+ will be for business professionals is that they’re tired. They’re tired of joining a new social network. They’re tired of going through the dance of re-adding their friends and connections on yet another platform. They’re tired of having to think up even more content for yet another platform, after having finally committed to Facebook or Twitter or wherever else.

via Social Media Fatigue.

The big selling point for any business to be involved in theses massive established social media sites is the sheer numbers involved.  You can ‘in theory’ reach billions of people with just one tweet right?  Of course not.

The reason this isn’t true is the finite amount of attention people have available in any given day. We prioritise our attention according to personal interests as opposed to  sucking in as many tweets, for example, as possible.

So, as a business do I master Google + and the thousands of new opportunities it may represent? Or do I seek out niche communties already available as groups on LinkedIn? Using hashtags on Twitter? And on Facebook pages?  Do I, perhaps set up my own content hub to generate information, curate content and engage in online dicsussions with a clearly defined actively-listening target group?

Several banks have chosen to focus their social media strategy on one section of their customer target base. Royal Bank of Scotland, one of our clients, has developed a niche on-line community called Keep Britain Biking to appeal to  motorcyclists in order to encourage customer interaction with their Devitt insurance brand. Barclays bank is using a niche community called 100 voices to appeal directly to students with the promise of a community that contains information “written by students, for students”.

via Niche communities and the future of social media in financial services |Social media agency London | FreshNetworks blog.

Google + is a massively relevant and significant opportunity for everyone online. But increasingly, I want communities that obviously reflect my passions and interests and those of my customers.  And I’ll sacrfice the big number in favour of a group of like-minded people who are actively listening to what we all say.  And an active community of people who introduce content that adds value to our conversation.

 

 

MPs Using NOTW Phone Hacking for Self Publicity?

Friday, July 22nd, 2011

Do you get the feeling  that if one thing comes out of this never-ending phone hacking scandal, it’s that everyone’s as bad as each other?

This is a typical example. James Murdoch’s evidence in questioned and one of the first responses is for an MP to try and shoe-horn his name into the spotlight on the back of the story.

Labour MP Tom Watson says he will ask the police to investigate evidence given by News International chairman James Murdoch after it was called into question by two former executives.

Mr Murdoch told the culture committee he had not been “aware” of an email suggesting the practice went wider than a “rogue” News of the World reporter.

But ex-NoW editor Colin Myler and legal manager Tom Crone said they told him.

via BBC News – Labour MP to ask police to investigate James Murdoch.

Tom is undoubtedly as unimpressed as the rest of us with Murdoch’s perceived weaselling around the facts. Time will hopefully reveal the truth.

But, my perception – right or wrong – is that Tom spotted an opportunity for a bit of self publicity on the back of  this ongoing massive media story. Probably becasue he hasn’t got much of interest to say for himself at the moment?

It’s this desperate clamouring for attention that underpins so much of what is wrong with politics. Perhaps the media?

It’s standard tactics to promote clients on the back of other news stories. It’s ‘good’ PR. I’ve done it myself. Maybe I’m doing it now?!! But the more audiences realise the mechanics of  it all, there’s a real risk that we’ll see through – and tire – of those who persist in doing it.

Tips for coming across as calm and sharp while being interviewed on live TV?

Thursday, July 21st, 2011

I used to advise my clients to prepare before hand. To make sure they got three key messages in the answers. (‘Don’t forget to mention the website address.’) And to rehearse.

More often then not I’d see clients in the interview offer stilted answers as they tried to remember what they should be saying. Not good.

The last thing you need is to be going through a mental check list of how to sit, what to say, perfect answers and messages to include. Above all you want to come across as open and sincere. And rehearsing and regurgitating answers will not achieve this.

My advice, in contrast to most of the advice I used to give clients, is simply this.

Don’t over rehearse or over-prepare. If you do your answers will often appear stilted and insincere.

If you don’t know about the subject you are being interviewed on you shouldn’t be being interviewed. Be confident in your ability to give open and enthusiastic answers the same way you would if you were in conversation or business networking for example.

Be confident in your ability to say what you think and use common sense as your guide as to what not to say.

Manage your expectations. You, of course, will hang on your every word. But the TV viewer will not. The viewer will only really remember HOW you answered the questions with most of the content going in one ear and out of the other.

How much of the interview content on the last news bulletin you saw today do you actually remember? But if anyone asks, you probably have an understanding of whether you liked the interviewee or not based on how there demeanour was. If people like you after the interview has finished, then this is a desirable outcome.

If you want to practice, engineer opportunities to be interviewed in local community radio stations. This is potentially less intimidating than a TV studio and helps you to become comfortable with real life interviews. Focus on answering spontaneously and share your passion and enthusiasm for the subject.

Go into the interview aiming to enjoy it. And the rest will follow on

My answer via What are tips for coming across as calm and sharp while being interviewed on live TV? – Quora.

Please can I have a Google + Invite from someone?

Thursday, July 21st, 2011

Ever not been invited to a party that everyone else is going to?

Not much fun is it?

Google+ is in limited Field Trial

At the moment, we’re testing with a small number of people, but it won’t be long before the Google+ project is ready for everyone. Leave us your email address and we’ll make sure that you’re the first to know when we’re ready to invite more people.

The combination of scarcity and warmly approving positive media coverage is proving a massively successful  mix in the promotional strategy. One everyone launching anything in business should take note of.  And it’s paying dividends – with the current ‘small number of people’ in the ‘test’ up to 10 million!

Google +: three weeks in

Say what you like about Google+, it is popular. According to Google CEO Larry Page, the service now has 10 million users. While that’s a far cry from Facebook’s user numbers, it’s not bad either, particularly for a service which has only been available for a few weeks. The caveat to all this, is that it’s clearly not universally popular – one piece of research says that as many as 87% of users are male. But that hasn’t put off brands: Google announced that it had been so overwhelmed by the demand for brands to have a test page on the site, that it is “accelerating [our] development plans” to bring pages to brands as soon as possible.

Crucially, it’s not just having pages which brands see value in: Dell think Hangouts is the next big thing, and plan to do customer service using it.

via We Are Social – social media agency / online PR agency – London, UK, Europe, Global.

I won’t be the only one chomping at the bit to give Google Plus a whirl when the floodgates open.

But how much will one more in the testing phase hurt when you’re up to 10 million. Room for a little one please?

P.S. With thanks to Jackie at Flapjac Digital who has now invited me. I have arrived at the party thanks to the power of Twitter.

P.P.S. Anyone want an invite?

 

 

 

Crisis PR: So, Are You Authentic, or Are You a Scumbag?

Friday, July 8th, 2011

Wow! If the events of the past month or so haven’t convinced you of the need to communicate openly and authentically – then you never will.

I’ll give you a quick summary of some of the scumbags who have been lurching and weaselling their way through personal crises in the UK media.

It’s a blue print to how to get crisis communications fundamentally and comprehensively wrong. With bells on.

So, what do you think of this lot now?

Ryan Giggs

What a buffoon. The world at his feet. Then makes a monumental cock-up when exposed as an alleged serial cheater. His public communication through third parties has seen him try to weasel his way out of it and pass blame onto others. No public attempt to take accountability. Apparently no remorse. He has successfully secured a massive legal bill though! So well done for that.

That French Bloke from the IMF

The lasting perception is that whether he did or he didn’t, he did. He then called in all his friends in high places. Massive work behind the scenes to discredit the alleged victim. No attempt to take accountability. Apparently no remorse. Massive legal bill.

News of the World Phone Hacking Scandal.

Massive UK media scandal. Finger pointing at major players include Rebekah Brooks, Andy Coulson, Rupert Murdoch and his son. No attempt to take accountability other than a few hollow words which are perceived as desperate attempts to hopefully safeguard the BSkyB takeover.

The Public Demand for Authenticity

Perhaps the most serious of the lot, this hacking incident, has revealed the worst of humanity apparently engrained in the culture of News International using personal tragedy to sell papers at all cost. And it once again brings to the fore all the public figures and decision makers who schmooze like leaches hoping to suck a little powerful media influence from this media giant’s lifeblood.

But their influence is waning. Consumer journalism and a rapidly fragmenting media means that decline in power will continue.

And when the dust settles, these incidents along with the ones which will undoubtedly follow, should crystallise public demand for authentic communication.

We shouldn’t tolerate public figures trying to manipulate what we think. We should close our attention to it in the same way we hang up on a burglar alarm telesales call ‘doing a survey on crime prevention in our area.’ Do not insult us!

People can make mistakes. And we can forgive people who take accountability.

But if you want my attention? If you want my permission to give me information that will add value to conversations I participate, and am interested, in? If you want me to forgive you?

Then, I demand you are authentic, passionate, humble and genuine.

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What Next for Journalism and the News of the World?

Thursday, July 7th, 2011

This phone hacking story is a tragic state of affairs isn’t it?

It really demonstrates how low journalists will stoop to use personal tragedy to sell papers.

But here’s the thing. If there wasn’t a demand for stories about personal tragedy amongst readers, would they be driven to use such underhand tactics?

We can all sit here and judge. But I’ve read the Daily Mail (did I say that out loud?) and winced in perverse curiosity about the stories of human suffering they feature.

Check out the BBC’s ‘most read’ or ‘most shared’ section on the website. It’s always the stories including the words ‘death’, ‘tragedy’ or ‘sex’ that feature highly amongst the celebrity tittle tattle.

I’m not saying readers are responsible. But, imagine if a national newspaper set up as an antidote to all the death, murder and rape stories – concentrating on positive news only – how long would it last? Would you buy it??

No, me neither.

The News of the World will carry on in some form or other. They’ll need to be a positioning statement of some kind. Possibly even a re-launch. Someone needs to demonstrate some accountability and remorse and a sincere desire to put things right. Perhaps they could take the lead in a Charter for Journalism – this way encouraging the perception that the way journalists seek out stories is a challenge for journalism as a whole? Perhaps a high profile appointment of a trouble-shooter to ‘clean up this town.’

But as far as the content is concerned, it’ll still be the same mix of sex, death, celebrity and human tragedy. Because it sells papers and that’s what we like (although never admit) to read about.

How Horrible Histories Teaches Us to Market Our Businesses

Tuesday, June 7th, 2011

Horrible Histories is a children’s TV program. And it is outstanding television.

From my own school days (Victorian era) I remember History being marginally less fun than having your toe nails pulled out one by one. Lots of dates. Very boring.

I have learned and remembered more of interest watching a handful of episodes of Horrible Histories – on the sofa with my daughters – than I can recall from my history education in total. My daughters love it. It’s still boring old history, but they (we!) can’t get enough of it.

Why is this?

The answer is simple. The information is presented in a way we actually want to receive it. It is not preached at me. And key messages are not advertised. It’s in a language that resonates with us.

Each scene engages me. It adds value to my day. (Because they are, for the most part, very entertaining and funny).

So what contrived marketing message have I conjured up on the back of this then?!

When you communicate what your business does, do you bombard people with unique selling points? Does your PowerPoint presentation preach about your services? Do you unswervingly steer the customer to your call to action? Buy! Buy! Buy!

OR do you actually engage with people? Do you consider the conversations that are already taking place amongst your customers old and new? Is the content you generate adding value to that conversation?

Enjoy this and you’ll see what I mean ..

Outstanding Children’s Television

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