scot d greenwich

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By Scot Devine 15.11.2010 @ Greenwich University Business School

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If I was down to my last dollar, I’d

spend it on PR

Blah, blah, blah

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Why would ya do that, Bill?

• Driven by dialogue not monologue

• Trusted – characterised by third party endorsement

• (Typically) non-interruptive - people choose to engage

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Agenda

1. The commercial context of consumer PR

2. Consumer PR content

3. How to get your consumer comms on-brand

4. Tools/application – learn how to package your story using key PR tropes

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PR content helps sell products

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Must be strong enough to sell ‘papers’ (magazines, radio, TV etc)

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Packaging PR content to demand

Charlie Brooker hilariously parodies how TV news packages are put together on TV - but also provides a guide for the kind

of elements TV journalists are looking for from PRs.

http://www.youtube.com/watch?v=YtGSXMu WMR4&playnext=1&list=PLD379FC89C4A2BDE0&index=1

Click to edit Master title styleMedia needs PR Content

Perhaps: PR content = Media needs + (or -) client message

Media needs Brand messageMedia needs

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Human interest story Swizzels understand what children want more than any other brand

Create a dream job – find a child to become the official sweet taster for the brand

Superlatives – ‘first’, ‘best’, ‘most’

‘New’ news

Taps into news values(currency, recency,

continuation etc)

National & local

‘Man bites dog’

For instance

Brand messageMedia needs PR Content

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A schoolboy has beaten thousands of other youngsters to land every child's dream job - official taster for a sweet company.

Harry Willsher's chief responsibilities will be eating Love Hearts, Refreshers and Cola Bottles in the name of research.

In action

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Consumer PR influences shopping decisions

Need or want new product

ResearchMedia reviews

Peer reviews

Word of mouth

Compare

Buy

Review

Audience-tailored product and brand campaigns to stimulate purchase

Well-managed reviews in traditional and digital media to guide buying

decisions

Opportunity to do joint PR with price comparison sites

Provide sales staff with 5 star reviews and product awards

Give bloggers/online influencers products to review

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What does this company make?

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Entertainment content or sports gear?

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Content and communication products or sports gear?

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Behaviour-changing events or sportswear?

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Recreate something: bringing Call of Duty to life

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Now: PR content = Journalist needs and/or consumer content/communication tool + (or -) client message

Media needs PR Content Brand message

Empower consumers

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Using apps to tell the story

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An example of integration in action

http://vimeo.com/2492747

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On-brand integration: promoting a promotion (T-Mobile’s ‘Big Night In’, with experiential activity that ‘brand-to-hand’ marketing and advertising can

harness

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Leveraging celebrity to generate consumer interest? Make sure the star’s ‘brand attributes’ tally with the brand’s

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Bang on brand – Rankin and the Macallan

http://www.youtube.com/watch?v=3r1Psxg-coc

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Tropes vs original ideas

You find certain tried and tested tactics in PR that the media seem to love – a few examples follow (all have generated plentiful

editorial coverage)

Try to create your own versions for different brands/products – but remember that a fresh, original spin on the trope is vital, as ‘man

bites dog’ is key

Tropes without any unusual or quirky approaches tend to fail – you can use a classic image but approach it in a new, creative way

Watch out – using a trope is not always right for the brief – anyway, if you have a more original idea or can seize the zeitgeist,

do it

When reviewing these, try to figure out what the client is trying to convey, and whether they did so successfully

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Insure an unusual body part

• Angela Mount insured taste buds for £10m

• How would you put a spin on this for your client?

• For instance a musician’s ear, a toymaker’s imagination?

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Find a new way of talking about a hackneyed issue

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Create something from your product: Sharp TV Xmas trees & Tampax tampon chandeliers

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Re-invent an icon: British Potato Council meets American Beauty

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Solve a problem with innovation: Travelodge’s sleep suit

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Create an iconic image from something unusual: Smarties

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Solve a problem with an innovation (prototype): Dating Direct’s Work to Flirt Dress

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Organise an unusual pilot scheme: Gym Box Human Dumbbells

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Make the childish adult: Sandcastle Hotel for Laterooms.com

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Create an image from something unusual: B&Q Mowna Lisa

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Ends

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e: scot.devine@brands2life.comt: @scotd