Wednesday, July 28. 2010
Five reasons journalists don't care about you
Whether you're a PR or a business that has tried your hand at securing your own coverage, at any level of the media, chances are, you'll have had some form of journalistic resistance.
And by 'journalistic resistance', I mean, in all probability, you've been shouted off the phone, with potentially soul-destroying chants of 'haven't you ever read my paper?' and the extended disco remix of 'I don't care about your sh*tty release, never call me ever again, you useless waste of skin'.
Maybe I'm painting a bad picture. Let me embellish.
It's not all suicide-invoking rants. PR can be, and for the majority of the time is a joyous career and/or worthwhile marketing exercise, and certainly beneficial. Just ask media favourites like Apple, or moneysupermarket.com. Targeted media coverage can directly affect your bottom-line, and at the very least, good coverage can raise awareness of your brand.
So, you know why you should be getting media attention - but why don't journalists care about you?
1. Your business' existence is not newsworthy
2. You're targeting the wrong journalists
3. You're very obviously carpet-bombing the media
4. You gave up after falling at the first hurdle
5. You are too desperate to get coverage
I'll explain.
1. Unless you're Richard Branson and you're launching a new business, chances are, its mere existence won't be enough to warrant a national feature. Making your business or client newsworthy is an art unto itself, and a large reason PR agencies are put in place. Whether it's creating an event that literally grabs the attention of the public, providing useful and topical information about a certain topic or aligning your business or profile with a cause or campaign, your chance of a mention on Sky News, if that is indeed what you're after, is significantly increased.
2. You have to take stock of what makes your business different, and ensure you are able to identify the target media that you should be contacting with relation to it. Targeting the newsdesk at your local paper may be fine if you're a small local business, but contacting The Sun's newsdesk for a story that relates to the environment, for instance, will probably only ever be batted away. Target appropriately, and don't be scared to ask who works on that area - don't ask, don't get. Sending irrelevant contacts equally irrelevant press releases will incur the wrath of the journalist industry.
3. Sending a catch-all emailed press release to a list of names simply because they work within journalism is not the right way to go. It's very obvious when this is the case, and unless the release is conclusive proof of the existence of aliens, it'll be ignored. And probably called out.
4. So, you're a newly launched business, and you have quite smartly decided that coverage within relevant press will be beneficial to your company - this is a good thing. Many businesses worry they're not big enough for the press to worry about, but this simply isn't the case. Size, age and success have very little to do with whether or not you can be newsworthy as a company. And these measures also have very little to do with the type of women my friends tend to go for, on a separate note. So, don't be put off if the press pass over a release or news story for you the first time around. Rome wasn't built in a day and all that, so a calculated and resilient PR effort can mean the difference between giving up before you start, and building the sort of contacts that can bring about coverage next time.
5. If a journalist, especially on a more regionalised level, smells desperation in your voice, I'd wager my three year old on the fact that they'll pass you through to an overexcited person that feels the need to use your name every other word - otherwise known as the advertising department. Advertising spend throughout the recession was at an all-time low across the industry, and wary of this, publishers have focused on ways to make online content profitable, so your being sold a quarter page advert to run every week for the next 10 years of your life is a questionable business decision at best. On the flipside, you do want them to run the story, so ask how you can help them do so. Interviews with key spokespeople? No problem. Supportive images? No worries. A good journalist will remember a good PR, and appreciate you going the extra mile, especially when it involves spending hours chasing case studies to enhance the story. If the answer to your story is still no - ask why, but don't be aggressive. It can only be positive for your relationship.
Find this helpful? Let us know below, it'd be much appreciated. Disagree? You're wrong, but let us know below...
Follow me on Twitter for sarcastic and often pointless tweets about the media industry.
And by 'journalistic resistance', I mean, in all probability, you've been shouted off the phone, with potentially soul-destroying chants of 'haven't you ever read my paper?' and the extended disco remix of 'I don't care about your sh*tty release, never call me ever again, you useless waste of skin'.
Maybe I'm painting a bad picture. Let me embellish.
It's not all suicide-invoking rants. PR can be, and for the majority of the time is a joyous career and/or worthwhile marketing exercise, and certainly beneficial. Just ask media favourites like Apple, or moneysupermarket.com. Targeted media coverage can directly affect your bottom-line, and at the very least, good coverage can raise awareness of your brand.
So, you know why you should be getting media attention - but why don't journalists care about you?
1. Your business' existence is not newsworthy
2. You're targeting the wrong journalists
3. You're very obviously carpet-bombing the media
4. You gave up after falling at the first hurdle
5. You are too desperate to get coverage
I'll explain.
1. Unless you're Richard Branson and you're launching a new business, chances are, its mere existence won't be enough to warrant a national feature. Making your business or client newsworthy is an art unto itself, and a large reason PR agencies are put in place. Whether it's creating an event that literally grabs the attention of the public, providing useful and topical information about a certain topic or aligning your business or profile with a cause or campaign, your chance of a mention on Sky News, if that is indeed what you're after, is significantly increased.
2. You have to take stock of what makes your business different, and ensure you are able to identify the target media that you should be contacting with relation to it. Targeting the newsdesk at your local paper may be fine if you're a small local business, but contacting The Sun's newsdesk for a story that relates to the environment, for instance, will probably only ever be batted away. Target appropriately, and don't be scared to ask who works on that area - don't ask, don't get. Sending irrelevant contacts equally irrelevant press releases will incur the wrath of the journalist industry.
3. Sending a catch-all emailed press release to a list of names simply because they work within journalism is not the right way to go. It's very obvious when this is the case, and unless the release is conclusive proof of the existence of aliens, it'll be ignored. And probably called out.
4. So, you're a newly launched business, and you have quite smartly decided that coverage within relevant press will be beneficial to your company - this is a good thing. Many businesses worry they're not big enough for the press to worry about, but this simply isn't the case. Size, age and success have very little to do with whether or not you can be newsworthy as a company. And these measures also have very little to do with the type of women my friends tend to go for, on a separate note. So, don't be put off if the press pass over a release or news story for you the first time around. Rome wasn't built in a day and all that, so a calculated and resilient PR effort can mean the difference between giving up before you start, and building the sort of contacts that can bring about coverage next time.
5. If a journalist, especially on a more regionalised level, smells desperation in your voice, I'd wager my three year old on the fact that they'll pass you through to an overexcited person that feels the need to use your name every other word - otherwise known as the advertising department. Advertising spend throughout the recession was at an all-time low across the industry, and wary of this, publishers have focused on ways to make online content profitable, so your being sold a quarter page advert to run every week for the next 10 years of your life is a questionable business decision at best. On the flipside, you do want them to run the story, so ask how you can help them do so. Interviews with key spokespeople? No problem. Supportive images? No worries. A good journalist will remember a good PR, and appreciate you going the extra mile, especially when it involves spending hours chasing case studies to enhance the story. If the answer to your story is still no - ask why, but don't be aggressive. It can only be positive for your relationship.
Find this helpful? Let us know below, it'd be much appreciated. Disagree? You're wrong, but let us know below...
Follow me on Twitter for sarcastic and often pointless tweets about the media industry.
10 Yetis Examples of Good and Bad PR - Wednesday 28th July 2010
Tuesday, July 27. 2010
10 Yetis Examples of Good and Bad Public Relations - Tuesday 27th July
Hi everyone. It's Tessa, PR Intern, in the Good and Bad PR hotseat today. Here are my picks:
Good PR
The Olympics are exactly 2 years away! And today’s good PR is being awarded to the Olympians, and planning committee who are putting the whole event together.
At first there were a lot of people who were a little negative about the Olympics coming to London, but the clever PR people are turning this around and are quickly drumming up support from the people of the UK. New figures state that over 1 in 3 people feel more positive about the Olympics than they did in 2005.
Personally I am looking forward to something exciting happening in this country, and am looking forward to the 2012 Olympics.
Bad PR
I think that it is a bit strange that the BBC have picked a mirror image of Christine Bleakly to replace her on the One Show. Obviously the BBC can’t bear to let Christine go, as they have employed her double. It just seems to me that the BBC could have been a little more imaginative with their choice.
The new presenter (Alex Jones from Wales) will have to prove herself even more now that the nation is watching to see just how much like Christine she is! On the flip side however, at least the nation will be watching.
Alex Jones and Christine Bleakly
Good PR
The Olympics are exactly 2 years away! And today’s good PR is being awarded to the Olympians, and planning committee who are putting the whole event together.
At first there were a lot of people who were a little negative about the Olympics coming to London, but the clever PR people are turning this around and are quickly drumming up support from the people of the UK. New figures state that over 1 in 3 people feel more positive about the Olympics than they did in 2005.
Personally I am looking forward to something exciting happening in this country, and am looking forward to the 2012 Olympics.
Bad PR
I think that it is a bit strange that the BBC have picked a mirror image of Christine Bleakly to replace her on the One Show. Obviously the BBC can’t bear to let Christine go, as they have employed her double. It just seems to me that the BBC could have been a little more imaginative with their choice.
The new presenter (Alex Jones from Wales) will have to prove herself even more now that the nation is watching to see just how much like Christine she is! On the flip side however, at least the nation will be watching.
Alex Jones and Christine Bleakly
Monday, July 26. 2010
10 Yetis Examples of Good and Bad Public Relations - Monday 26th July 2010
Friday, July 23. 2010
10 Yetis Examples of Good and Bad Public Relations - Friday 23rd July 2010
Thursday, July 22. 2010
10 Yetis Examples of Good and Bad Public Relations – Thursday 22nd July 2010
Good PR
Everyone loves Lego. Even the footballing legend that is David Beckham loves Lego. If you haven’t already guessed, my good PR medal today is being awarded to Lego.
After the big DB picked up Lego’s $300 5,922 piece Taj Mahal replica model from the official website, he later went on to have a live webchat with fans, in which he expressed his love for the line of construction toys. He even said if he wasn’t a footballer, he would love to be Lego model builder.
A spokeswoman from Lego later said that since Beckham told of his love of Lego and detailed how he spent his spare time on a recent trip to Italy building the Taj Mahal replica, sales of the model increased by 663% in one day.
Emma Owen, the spokeswoman, then said "As a fan of the product, David Beckham and his family have been invited to tour the Lego headquarters in Billund, Denmark, and contribute new ideas to the Lego Group.” That’s pretty awesome!
The Beckhams as they may look if they were in fact made of Lego....
Bad PR
The government-funded Glasgow Science Centre has been accused of height discrimination after advertising for a £5.93-an-hour 'casual worker' to promote a Wallace and Gromit exhibition, but stating that the applicant between 5ft 3ins and 5ft 6ins tall.
The ‘World of Cracking ideas’ exhibition encourages visitors to come up with their own inventions like the contraptions in the Wallace and Gromit movies.
The applicant would play Gromit and the Science Centre advert states that the role is subject to physical restrictions due to the costume manufacture.
There is no law in the UK covering height discrimination as it stands, but one applicant who measured in at 5”7” said he was furious to have been rejected.
They may have got a bit of bad press about it, but there’s not a lot they can really do considering the costume is a certain size...
Everyone loves Lego. Even the footballing legend that is David Beckham loves Lego. If you haven’t already guessed, my good PR medal today is being awarded to Lego.
After the big DB picked up Lego’s $300 5,922 piece Taj Mahal replica model from the official website, he later went on to have a live webchat with fans, in which he expressed his love for the line of construction toys. He even said if he wasn’t a footballer, he would love to be Lego model builder.
A spokeswoman from Lego later said that since Beckham told of his love of Lego and detailed how he spent his spare time on a recent trip to Italy building the Taj Mahal replica, sales of the model increased by 663% in one day.
Emma Owen, the spokeswoman, then said "As a fan of the product, David Beckham and his family have been invited to tour the Lego headquarters in Billund, Denmark, and contribute new ideas to the Lego Group.” That’s pretty awesome!
The Beckhams as they may look if they were in fact made of Lego....
Bad PR
The government-funded Glasgow Science Centre has been accused of height discrimination after advertising for a £5.93-an-hour 'casual worker' to promote a Wallace and Gromit exhibition, but stating that the applicant between 5ft 3ins and 5ft 6ins tall.
The ‘World of Cracking ideas’ exhibition encourages visitors to come up with their own inventions like the contraptions in the Wallace and Gromit movies.
The applicant would play Gromit and the Science Centre advert states that the role is subject to physical restrictions due to the costume manufacture.
There is no law in the UK covering height discrimination as it stands, but one applicant who measured in at 5”7” said he was furious to have been rejected.
They may have got a bit of bad press about it, but there’s not a lot they can really do considering the costume is a certain size...
Wednesday, July 21. 2010
10 Yetis Examples of Good and Bad PR - Wednesday 21st of July 2010
Tuesday, July 20. 2010
10 Yetis Catch Up With Latest Work Experience Placement Megan Edwards
How have you found your week here at 10 Yetis PR Agency?
My time at 10 Yetis has been a very valuable and enjoyable time; everyone was very welcoming and made you feel a part of their team straight away. I was pleasantly surprised to find that I was not given the minimal tasks to do; I was actually getting involved in writing the press releases, helping the team with coming up angles and submitting press releases to the press wires.
What has been the highlight of your placement?
The highlight of my work experience placement was when the 10 yeti girls randomly started speaking with a whole range of different accents; it was very funny due to some of them being scarily good and some being very bad. Also each time Charlotte over reacts and Andy would play R.E.M’s song ‘It’s the end of the world as we know it’- this always seemed to make me chuckle. This music quiz is also a memorable moment, Disney is not my forte. This was proven in the quiz, as I only managed to score one point! However Emma and Rich were red hot on the answers and seemed to get very over excited whilst playing.
Do you think you will pursue a career in PR?
After my time here, it has made me even more determined to pursue a career in PR. The work the team put into their job is very inspiring and has convinced me to work hard and focus on my studies to make sure PR is a career option I am able to achieve.
What is the most important thing you have learnt about public relations during your time here?
I have learnt many things about public relations whilst being here, but the most important thing I have learnt is that if you work hard and think deeply about what you are doing, it will pay off and get the most coverage as possible. Also discussing the stories with the rest of the team works positively and gets the inspiration juices flowing!
Any last words?
I would finally like to say a huge thank you for the opportunity to have my placement here and the time and effort you have given me, I have had a wonderful time here and everyone is lovely. There is always a positive working environment at 10 yetis which is a great role model for similar organisations. This has been my first work placement job and I can confidently say it is going to take a huge amount to top it. Thank you to all of the 10 yetis team- you’re all fab!
Megan at her desk at Yeti HQ
My time at 10 Yetis has been a very valuable and enjoyable time; everyone was very welcoming and made you feel a part of their team straight away. I was pleasantly surprised to find that I was not given the minimal tasks to do; I was actually getting involved in writing the press releases, helping the team with coming up angles and submitting press releases to the press wires.
What has been the highlight of your placement?
The highlight of my work experience placement was when the 10 yeti girls randomly started speaking with a whole range of different accents; it was very funny due to some of them being scarily good and some being very bad. Also each time Charlotte over reacts and Andy would play R.E.M’s song ‘It’s the end of the world as we know it’- this always seemed to make me chuckle. This music quiz is also a memorable moment, Disney is not my forte. This was proven in the quiz, as I only managed to score one point! However Emma and Rich were red hot on the answers and seemed to get very over excited whilst playing.
Do you think you will pursue a career in PR?
After my time here, it has made me even more determined to pursue a career in PR. The work the team put into their job is very inspiring and has convinced me to work hard and focus on my studies to make sure PR is a career option I am able to achieve.
What is the most important thing you have learnt about public relations during your time here?
I have learnt many things about public relations whilst being here, but the most important thing I have learnt is that if you work hard and think deeply about what you are doing, it will pay off and get the most coverage as possible. Also discussing the stories with the rest of the team works positively and gets the inspiration juices flowing!
Any last words?
I would finally like to say a huge thank you for the opportunity to have my placement here and the time and effort you have given me, I have had a wonderful time here and everyone is lovely. There is always a positive working environment at 10 yetis which is a great role model for similar organisations. This has been my first work placement job and I can confidently say it is going to take a huge amount to top it. Thank you to all of the 10 yetis team- you’re all fab!
Megan at her desk at Yeti HQ
10 Yetis Examples of Good and Bad Public Relations - Tuesday 20th July 2010
Monday, July 19. 2010
10 Yetis Examples of Good and Bad Public Relations- Monday 19th July
Friday, July 16. 2010
10 Yetis Examples of Good and Bad Public Relations- Friday 16th July 2010
Thursday, July 15. 2010
10 Yetis Examples of Good and Bad Public Relations – Thursday 15th July 2010
Good PR
It wouldn’t be right if I didn’t give Old Spice the nod for good PR today, after they’ve pulled off THE social media campaign of all social media campaigns.
So what have they done that’s so awesome? The actor from the original Old Spice ads, Isaiah Mustafa, has been on stand-by to crank out video after video in response to people tweeting @OldSpice on Twitter, or just general random questions from the internet.
Mustafa posted response videos to celebrities such as Ellen DeGeneres, Demi Moore and even tech website Gizmodo, but it’s not just well-known blogs and stars that were treated to some special attention from @OldSpice.
The actor even responded to somebody (@Jsbeals) who tweeted “Can U Ask my girlfriend to marry me? Her name is Angela A. Hutt-Chamberlin #Johannes S. #Beals" and his girlfriend later responded saying she had accepted his proposal.
People have literally loved this campaign and it’s had a fantastic response with the public and the media, so it definitely deserves praise. Each video was cleverly scripted in a tongue-in-cheek manner and it’s certainly got people talking for all the right reasons. Check out his farewell video here below!
Bad PR
Workmen doing a spot of line painting on the A338 near Downton, on the Hampshire-Wiltshire border, found themselves in a bit of a pickle when they came across a dead badger in the middle of the road where they were supposed to be painting their white markings.
So instead of moving the road kill out of the way, they painted around it.
Hampshire County Council is responsible for the line painting but New Forest District Council is responsible for clearing road kill, which obviously meant that there was some sort of “breakdown in communication”.
The two failed to arrange the clearance before line painting began, which means that once the New Forest District Council do come and take Mr. Badger away, there’ll be a small space there for motorists to remember him by.
Here’s a picture; because every blog needs an image of a worse-for-wear badger...
It wouldn’t be right if I didn’t give Old Spice the nod for good PR today, after they’ve pulled off THE social media campaign of all social media campaigns.
So what have they done that’s so awesome? The actor from the original Old Spice ads, Isaiah Mustafa, has been on stand-by to crank out video after video in response to people tweeting @OldSpice on Twitter, or just general random questions from the internet.
Mustafa posted response videos to celebrities such as Ellen DeGeneres, Demi Moore and even tech website Gizmodo, but it’s not just well-known blogs and stars that were treated to some special attention from @OldSpice.
The actor even responded to somebody (@Jsbeals) who tweeted “Can U Ask my girlfriend to marry me? Her name is Angela A. Hutt-Chamberlin #Johannes S. #Beals" and his girlfriend later responded saying she had accepted his proposal.
People have literally loved this campaign and it’s had a fantastic response with the public and the media, so it definitely deserves praise. Each video was cleverly scripted in a tongue-in-cheek manner and it’s certainly got people talking for all the right reasons. Check out his farewell video here below!
Bad PR
Workmen doing a spot of line painting on the A338 near Downton, on the Hampshire-Wiltshire border, found themselves in a bit of a pickle when they came across a dead badger in the middle of the road where they were supposed to be painting their white markings.
So instead of moving the road kill out of the way, they painted around it.
Hampshire County Council is responsible for the line painting but New Forest District Council is responsible for clearing road kill, which obviously meant that there was some sort of “breakdown in communication”.
The two failed to arrange the clearance before line painting began, which means that once the New Forest District Council do come and take Mr. Badger away, there’ll be a small space there for motorists to remember him by.
Here’s a picture; because every blog needs an image of a worse-for-wear badger...
Wednesday, July 14. 2010
10 Yetis Examples of Good and Bad PR - Wednesday, July 14th 2010
Charlo Yeti is in the good and bad PR hot seat today and after a very naughty week last week including, cheese & biscuits, fish & chips and a chicken kebab, see if you can spot my food guilt in the theme.
Good PR
Weight Watchers HQ will be as high as a kite today after a new study by the Medical Research Council has named them one of the only effective ways to lose weight and keep it off. They have even said that Weight Watchers could be the best way for the NHS to beat Britain’s burgeoning obesity problem.
As a business WW are doing well too, last year 1.3 million members attended some 50,000 weekly meetings in more than 30 countries – with each meeting costing £5.50 I am sure they are not short of a bob or two!
Bad PR
Bad PR is going to the con that is weight loss supplements. The over-the counter drugs have been examined by Peninsula Medical School in Devon and the outcome was that they are a load of old tripe! The whole range of over-the counter products, including cabbage powder, bean concentrate, some plant extracts and a fibre formulation are all absolutely useless, the study found. They will not aid weight loss or improve health.
It saddens me more than you to discover that the only way to budge the pounds is by eating less and moving more, but unfortunately this is the most effective method. If you are not feeling the love for the extra pounds you have here is a little advice from me to you...watch Gok tonight, he will show you how to dress and hide all your sins, it is bit rubbish when he expects us to sew though
Good PR
Weight Watchers HQ will be as high as a kite today after a new study by the Medical Research Council has named them one of the only effective ways to lose weight and keep it off. They have even said that Weight Watchers could be the best way for the NHS to beat Britain’s burgeoning obesity problem.
As a business WW are doing well too, last year 1.3 million members attended some 50,000 weekly meetings in more than 30 countries – with each meeting costing £5.50 I am sure they are not short of a bob or two!
Bad PR
Bad PR is going to the con that is weight loss supplements. The over-the counter drugs have been examined by Peninsula Medical School in Devon and the outcome was that they are a load of old tripe! The whole range of over-the counter products, including cabbage powder, bean concentrate, some plant extracts and a fibre formulation are all absolutely useless, the study found. They will not aid weight loss or improve health.
It saddens me more than you to discover that the only way to budge the pounds is by eating less and moving more, but unfortunately this is the most effective method. If you are not feeling the love for the extra pounds you have here is a little advice from me to you...watch Gok tonight, he will show you how to dress and hide all your sins, it is bit rubbish when he expects us to sew though
Tuesday, July 13. 2010
10 Yetis Good and Bad PR - Tuesday 13th June 2010
Monday, July 12. 2010
10 Yetis Examples of Good and Bad Public Relations - Monday 12th July 2010
Good PR
Last night saw Spain win the World Cup for the first time in a tense final against Holland, scoring a goal in the final half of extra time. But, that's not my good PR, no! My good PR today goes to Paul the Octopus who predicted that they would win.
Dubbed the "oracle of the deep", Paul - who lives at the Sea Life Aquarium in Oberhausen - currently has a 100% prediction record after correctly foreseeing all the Germany results. It took him just ten minutes to go and sit on the box embellished with the Spanish flag.
Good work Paul.
Would also like to give credit to the inflatable pub that you can have in your garden. Sounds good!!!
Bad PR
Bad PR today goes to Poundland, after an enquiry has been launched into the reports that a seven year old boy was paid just 7p an hour in an Indian sweatshop.
The boy was said to be working for 100 hours a week, whilst sleeping in the sweatshop in Delhi. His ‘wages’ of under £7 a week are sent to his widowed mother in a poverty-stricken rural village hundreds of miles away in the eastern state of Bihar.
‘Poundland does not tolerate child labour under any circumstances and will not work with companies that employ children,’ a spokesman said.
Last night saw Spain win the World Cup for the first time in a tense final against Holland, scoring a goal in the final half of extra time. But, that's not my good PR, no! My good PR today goes to Paul the Octopus who predicted that they would win.
Dubbed the "oracle of the deep", Paul - who lives at the Sea Life Aquarium in Oberhausen - currently has a 100% prediction record after correctly foreseeing all the Germany results. It took him just ten minutes to go and sit on the box embellished with the Spanish flag.
Good work Paul.
Would also like to give credit to the inflatable pub that you can have in your garden. Sounds good!!!
Bad PR
Bad PR today goes to Poundland, after an enquiry has been launched into the reports that a seven year old boy was paid just 7p an hour in an Indian sweatshop.
The boy was said to be working for 100 hours a week, whilst sleeping in the sweatshop in Delhi. His ‘wages’ of under £7 a week are sent to his widowed mother in a poverty-stricken rural village hundreds of miles away in the eastern state of Bihar.
‘Poundland does not tolerate child labour under any circumstances and will not work with companies that employ children,’ a spokesman said.
