proactive vs reactive pr: finding the balance. pr network, 16 july 2015
TRANSCRIPT
How to be Proactive with Reactive PR
Lizzie Russell – Deputy head of media, Shelter
Thursday 16 July 2015
Quick Introduction
•A bit about me
•A bit about Shelter
•A bit about reactive PR -it’s all about the 10Ps
The 1st P is for…
Preparation
• Knowing when and what to react to
• Pre-empt your response
• The speedier the better
The 2nd P is for…
Prioritising
• Getting the balance right
• You can’t respond to everything
• Know how to PICK: Partners & stakeholders Internal Consolation Content Key collateral
The 3rd P is for…
People
• Reactive PR needs more than the media team
• Get everyone in agreement first
• Use your expertise
The 4th P is for…
Plan
• Media plans aren’t just for proactive stories
• How to maximise the opportunity
• Looking beyond a media line
The 5th P is for…
Proactive
• Don’t wait for people to come to you
• Tee up in advance
• Team work
The 6th P is for…
Personal
• Charity comms all about real life stories
• What are the on the ground effects?
• Case studies
The 7th P is for…
Punchy
• Make your line stand out
• Visual, to the point
• What’s the sound-bite?
• Push the boundaries
The 8th P is for…
Pivot
• Don’t be afraid to change direction
• Debates move quickly – shape it or move with it
The 9th P is for…
Piggy-backing
• Reacting to other people’s stories
• Make it work for you and them
The 10th P is for…
• Reactive PR is challenging but fun!
• Motivate, stay positive, work as a team
Positivity
Summary – my top tips
• Prepare as much as you can, but also be prepared to change direction!
• Be sure to always weigh up your options, get other opinions and manage the risk
• Decided to respond? Make it punchy and personal
• Be proactive when being reactive – don’t wait for the requests to come to you
• And finally, enjoy it!
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PR Network
16 July 2015
London
#charityPR
PR Network
Proactive vs reactive
work: finding the balance