scot d greenwich

42
Click to edit Master title style By Scot Devine 15.11.2010 @ Greenwich University Business School

Upload: scot-devine

Post on 13-May-2015

570 views

Category:

Business


0 download

DESCRIPTION

Cropped down version of a slideshow to illustrate lecture at University of Greenwich Business School.

TRANSCRIPT

Page 1: Scot d greenwich

Click to edit Master title style

By Scot Devine 15.11.2010 @ Greenwich University Business School

Page 2: Scot d greenwich

Click to edit Master title style

If I was down to my last dollar, I’d

spend it on PR

Blah, blah, blah

Page 3: Scot d greenwich

Click to edit Master title style

Why would ya do that, Bill?

• Driven by dialogue not monologue

• Trusted – characterised by third party endorsement

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

Page 4: Scot d greenwich

Click to edit Master title style

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

Page 5: Scot d greenwich

Click to edit Master title style

Page 6: Scot d greenwich

Click to edit Master title style

PR content helps sell products

Page 7: Scot d greenwich

Click to edit Master title style

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

Page 8: Scot d greenwich

Click to edit Master title style

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

Page 9: Scot d greenwich

Click to edit Master title styleMedia needs PR Content

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

Media needs Brand messageMedia needs

Page 10: Scot d greenwich

Click to edit Master title style

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

Page 11: Scot d greenwich

Click to edit Master title style

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

Page 12: Scot d greenwich

Click to edit Master title style

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

Page 13: Scot d greenwich

Click to edit Master title style

Page 14: Scot d greenwich

Click to edit Master title style

Page 15: Scot d greenwich

Click to edit Master title style

What does this company make?

Page 16: Scot d greenwich

Click to edit Master title style

Entertainment content or sports gear?

Page 17: Scot d greenwich

Click to edit Master title style

Content and communication products or sports gear?

Page 18: Scot d greenwich

Click to edit Master title style

Behaviour-changing events or sportswear?

Page 19: Scot d greenwich

Click to edit Master title style

Recreate something: bringing Call of Duty to life

Page 20: Scot d greenwich

Click to edit Master title style

12/04/2023 21

Page 21: Scot d greenwich

Click to edit Master title style

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

Media needs PR Content Brand message

Empower consumers

Page 22: Scot d greenwich

Click to edit Master title style

Using apps to tell the story

Page 23: Scot d greenwich

Click to edit Master title style

An example of integration in action

http://vimeo.com/2492747

Page 24: Scot d greenwich

Click to edit Master title style

12/04/2023 25

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

harness

Page 25: Scot d greenwich

Click to edit Master title style

Page 26: Scot d greenwich

Click to edit Master title style

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

Page 27: Scot d greenwich

Click to edit Master title style

Bang on brand – Rankin and the Macallan

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

Page 28: Scot d greenwich

Click to edit Master title style

Page 29: Scot d greenwich

Click to edit Master title style

Page 30: Scot d greenwich

Click to edit Master title style

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

Page 31: Scot d greenwich

Click to edit Master title style

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?

Page 32: Scot d greenwich

Click to edit Master title style

Find a new way of talking about a hackneyed issue

Page 33: Scot d greenwich

Click to edit Master title style

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

Page 34: Scot d greenwich

Click to edit Master title style

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

Page 35: Scot d greenwich

Click to edit Master title style

Solve a problem with innovation: Travelodge’s sleep suit

Page 36: Scot d greenwich

Click to edit Master title style

Create an iconic image from something unusual: Smarties

Page 37: Scot d greenwich

Click to edit Master title style

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

Page 38: Scot d greenwich

Click to edit Master title style

Organise an unusual pilot scheme: Gym Box Human Dumbbells

Page 39: Scot d greenwich

Click to edit Master title style

Make the childish adult: Sandcastle Hotel for Laterooms.com

Page 40: Scot d greenwich

Click to edit Master title style

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

Page 41: Scot d greenwich

Click to edit Master title style

Ends

Page 42: Scot d greenwich

Click to edit Master title style

e: [email protected]: @scotd