PR and marketing

So you want to start up a social media campaign for your business but don’t know where to begin?

There are many different types of social media from Facebook to Twitter to Foursquare and blogs. Knowing how to use each one, getting the best results and keeping up with your ROI can be a full-time job in itself. Not to mention constantly updating the content that is on topic and interesting.

Experienced social media companies will be able to do the research for you and develop a comprehensive social media strategy.

Another point of difference is social media campaign companies will have experienced writers on staff who can utilise their skills for the different platforms from writing 140 character tweets to 1000 word technical blog posts.

Tips for working with an outsourced company:

Do your research before picking a company. Different companies work within different sectors, such as lifestyle and retail, and can be experts in different fields.

Set targets: Know what you want out of the social media campaign and set realistic targets. This can be a certain amount of engagement, comments on a blog or number of customers taking up an offer from a social media site.

Communicate with the company to make sure you are both on the same page. Social media is an ongoing, daily activity and you want to make sure you both have the same idea when it comes to the message and public persona you want to showcase.

Do you want to see you and your business profiled in the media but don’t know where to start?

Have you sent out media releases and received no response?

When you get the right media coverage, your sales can double (or triple), you gain new customers and you can position yourself as a leader in the market place.

However, if you don't know the tactics of a publicity/public relations (PR) strategy or how to write an effective media release, you won’t get the results that will make a difference.

You'll learn the science behind an effective PR strategy including writing media releases that get results, how to approach journalists, how to write articles and case studies for the media as well as clever online tactics.

In one day, you'll discover the secrets to getting good publicity that you can use for your own business.

This seminar covers:
• the elements of a typical PR strategy
• how to determine your target audiences
• how to structure media releases and what you must include
• who you should quote and what they should say
• how to deal with journalists
• online distribution strategies
• contributing articles to publications
• how to approach bloggers as part of your PR strategy

This seminar is ideal for:
• Business owners, coaches, speakers, entrepreneurs who want to promote their business
• Professionals who have been given PR or marketing responsibilities but who may not have had formal training in this area
• People who are relatively new to a public relations role

This seminar covers all the issues you need to consider before you even put pen to paper - or fingers to the keyboard! Once you have these issues covered, you will have a strong framework that will guide how you write the release.

About Catriona Pollard
This seminar is presented by Catriona Pollard, director of CP Communications. Catriona has 18 years experience in developing and managing public relations and marketing programs.

Prior to establishing CP Communications in 2001, Catriona set up the marketing communications department for a leading software company and managed a diverse range of accounts within PR agencies. She also has extensive experience in managing public affairs and marketing in federal and state governments.

Catriona's blog Public Relations Sydney was shortlisted as media & marketing blog of the year 2009. She is a co-founder of Social Media Women, a formal online and in person networking group that encourages and assists women to participate more prominently in social media.

This seminar is held at the Sydney Writers' Centre.

PR and Media Releases that Get Results with Catriona Pollard
Thursday 15 September 2011 9.00am - 5.00pm
Fee: $495 (includes GST)

Book now! Click here.

Sydney Writers Centre
Ground Floor
55 Lavender Street
Milsons Point NSW 2061

Decoding the world of marketing and PR can be a challenge, especially for a small business. Uncover the many elements of effective marketing and public relations and identify the right strategy for you and your business.

Catriona Pollard will share tips with you on how to build the profile of yourself and your business through events. This will include attending networking groups and exhibitions, and public speaking.

Other topics to be covered include:

• Why you should use PR, and its benefits
• How to make the most of media coverage
• Sources you can use to gain free publicity
• The role of social media as part of your PR strategy

Don’t miss this rare opportunity!
Top tips and hot topics in the one event!

Date: 16 September 2011
Time: 3:00 PM - 5:30 PM (doors open at 2:30 PM)
Venue: Level 47, MLC Centre 
            19 Martin Place, Sydney, 2000

Register now for this event, click here.

Catriona Pollard comments on the issue of "Twitterjacking" and other social media issues:

Beware the Twitterjackers

The good news for most average Joes is that Twitter squatters are more likely to have big corporations and celebrities in their crosshairs.

''I think [squatting] is an issue for celebrities but I don't think it's an issue for general users of Twitter,'' Catriona Pollard, a Sydney social media specialist, said.

She advised general users to take care not to follow a Twitterjacked celebrity.

Twitter has introduced a verification system, which gives a blue tick to bona fide celebrity and corporate accounts. Julia Gillard has one. So does Shane Warne.

Surprisingly, model Megan Gale doesn't but her @MeganKGale account is the real deal.

''If they're a celebrity and they don't have a tick it's probably best not to follow them,'' Ms Pollard said. ''It only needs to be available to celebrities because the general public doesn't have masses of followers.''

To read the full article on SMH.com.au, click here.

I am in the midst of hiring a new PR Consultant at CP Communications. In the interview process I ask the question to candidates – what are the three key traits of a PR consultant. Let me tell you, one of the traits isn’t “I like talking to people”.

To be a great PR consultant you need to (obviously) understand the media and develop angles they want to read, build effective relationships, be creative, communicate well and be very organised. Often PR consultants don’t think about having to be organised.

If you think about it, in an agency we are working across accounts, across industries, across issues often with multiple spokespeople and deadlines. We are pitching stories into print, radio and TV – which all have different needs and approaches and deadlines. We are tweeting, Facebooking, YouTubing and blogging. We are planning, writing and managing relationships.

Sound exciting? It is. I LOVE IT. But the key is to be super organised. So all deadlines are met and all clients are happy. When the systems are in place it frees up time to be creative.

If you want to be part of this action, let us know by sending us your resume.

Join me on a Webinar: I have been asked to speak at an Australian Businesswomen’s Network webinar about social media & the power of word of mouth marketing. Join me for the free event 20 April, 10:30am. Book here.

I hope you enjoy reading this newsletter.

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Photos can make a story!
Before pitching a story to a journalist, you should always think of the visuals that could support your story. Regardless of the strength of your angle, a photo can make the difference as to whether a journalist picks it up or not.

Make sure you understand the pictorial policy of the publication you want to approach. Some daily news outlets only use photos taken from their own staff photographers. Sending a picture through with a pitch will not serve your purpose. Simply pitch the image as part of the story idea.

On the other hand, when approaching regional newspapers and online sites, seeing the photos when pitching the story to an editor may sway them to cover your story. 

When looking to use photos, always remember:

• Talk to the journalist first. You should always check if they want a photo, and if so, what format they require it in.
• Always check the publication specifications and only ever provide images that fit these specifications. There is nothing worse than seeing your coverage appear with a photo that is substandard or has sections cropped out.
• Ask for the photo deadline – sometimes these can differ from copy deadlines and they often need to be sent to different contacts within the publication.
• Review past issues of a publication to work out what type of style is preferred. It can be worth sending sample styles to your photographer to ensure you get the right look.
• Don’t forget to clearly label the image in the file name to make it easy for journalists to find it on their system.
• Keep to the news angle and stay clear of the cheesy shot.

Read the full article on the CP Communications blog.

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How to get re-tweeted – what works
As everyone is rushing to establish their online influence before their competitors, it’s becoming increasingly difficult to stand out from the crowd. Getting re-tweeted is a great way to establish credibility and expand the reach of your Twitter handle to a broader audience.

Here are some tips on how to make sure your tweets don’t go to waste and get the re-tweeting they deserve.

Find your niche – Whether you tweet for yourself or your business, identify the topics you specialise in and stick to them.

Understand your followers – Before you start sending messages out to your community of Twitter followers, ask yourself why they are following you. Once you understand what they are looking for, shape your Twitter content to meet their expectations and demonstrate that you are dedicated to building a relationship and providing value.

Choose your timing wisely – Depending on the nature of your followers, certain times of the day and week will have higher Twitter traffic than others. Consider whether they can tweet during work hours, or whether the majority of them are overseas in different time-zones. Then you can schedule your tweets to match their routines.

Engage with your community – Being an active participant in online conversations will not only help build your online profile, but will strengthen the relationships between you and your online community. Re-tweet generously, respond to mentions where relevant, thank your followers when they re-tweet you, and when you’re in need of some instant exposure, ask your followers to re-tweet you – if you’ve treated them well in the past, they’re more than likely to return the favour.

Read the full article on the Public Relations Sydney blog.

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Upcoming events
Here are some events coming up that we thought you might be interested in:

Social Media Women – Why all businesses need a social media policy
Social Media Women’s April event features Vivienne Storey, General Manager and expert in social media law at BlandsLaw. Vivienne will discuss why you need a social media policy, things to consider when developing one, how to ensure your policy is legal and how to get started.
12 April 2011 – Sydney
 
Engaging Communities Online
This PRIA Breakfast will provide an overview of how to engage customers and communities online using the combination of online technologies and traditional methods. It will also cover the reasons for online engagement, and which pitfalls to watch out for.
13 April 2011 – Sydney
 
Experiential Marketing Summit
The Media Pad is hosting this two-day summit with a focus on tactical marketing strategies. Speakers include representatives from Telstra, The Bendalls Group and The Pink Squad who will speak on topics ranging from celebrity endorsement to mobile marketing.
12-13 April 2011 – Sydney

Storytelling in a Digital Age
X Media Lab Perth are hosting this one-day conference about using storytelling to enhance audience engagement, with a focus on new technologies related to mobile and communications. Information is delivered through case studies by international digital experts.
15 April 2011 – Perth

Gender Matters – Women on Boards Conference
Women on Boards are bringing together a range of expert speakers at their third annual conference, Gender Matters, to explore the serious issue of why, if women constitute 45 percent of the workforce in Australia, they are still under-represented in leadership roles and on boards.
27-29 April 2011 – Sydney

The Internet Show
The annual Internet Show covers social media strategy and marketing, customer engagement through web design, SEO and more. The Internet Show also takes place in Sydney in October. Our client Josh Frith of digital engagement agency The Dubs is speaking at both events.
4-5 May 2011 – Melbourne

Before pitching a story to a journalist, you should always think of the visuals that could support your story. Regardless of the strength of your angle, a photo can make the difference as to whether a journalist picks it up or not.

Make sure you understand the pictorial policy of the publication you want to approach. Some daily news outlets only use photos taken from their own staff photographers. Sending a picture through with a pitch will not serve your purpose. Simply pitch the image as part of the story idea.

On the other hand, when approaching regional newspapers and online sites, seeing the photos when pitching the story to an editor may sway them to cover your story. 

When looking to use photos, always remember:

• Talk to the journalist first. You should always check if they want a photo, and if so, what format they require it in.
• Always check the publication specifications and only ever provide images that fit these specifications. There is nothing worse than seeing your coverage appear with a photo that is substandard or has sections cropped out.
• Ask for the photo deadline– sometimes these can differ from copy deadlines and they often need to be sent to different contacts within the publication.
• Review past issues of a publication to work out what type of style is preferred. It can be worth sending sample styles to your photographer to ensure you get the right look.
• Don’t forget to clearly label the image in the file name to make it easy for journalists to find it on their system.
• Keep to the news angle and stay clear of the cheesy shot.

If you have a news room on your website, it is also worth adding some unusual and interesting shots in quality formats for pictorial editors to download directly from your site. Encourage departments to think creatively about how they present products and try different locations or angles for the typical senior management head shot.

Photos are powerful communications tools. A good photographer can be an invaluable investment in your brand communication strategy.

Building your company’s profile and protecting its reputation should be a key aspect of your public relations strategy but an entire strategy can be derailed if the wrong spokesperson is selected to front the media.

So what should be considered when choosing your company’s spokesperson?

High-ranking executive: but not necessarily the CEO
In many cases the CEO is the most reputable name you can put out there, they obviously know the business well and have final say on all issues, however if the CEO is not media friendly, they could end up doing more harm than good.

If the CEO has a nervous or shy disposition or they can come across as un-trustworthy, they may not be the best person to represent your business. Another executive who is more confident is definitely worth considering.

Know the business and its key messages
One of the most important lessons in PR is knowing the company’s key messages and being able to tie them into an interview, regardless of the questions being asked. The spokesperson should have a strong knowledge of the company’s background and the issues that a journalist may raise, with a confidence to answer the questions while sticking to the PR strategy.

Well presented and well spoken
It doesn’t matter how knowledgeable a member of staff is, if they can’t string a sentence together for radio or look presentable on camera, then they shouldn’t be your spokesperson. It might sound harsh and it’s certainly not all about appearances, however in reality this person represents your company and you need to consider how you want the audience to perceive your business.

Understand the importance of media
Your spokesperson doesn’t have to have ‘get’ public relations but it is vital that they appreciate the power of the media and the value for the company of getting good press. If your spokesperson sees PR as a waste of time and a hassle in their busy day, they will not project the best image and may not convey the right message.

Media training is recommended
Many people get nervous when approached by the media, but by having a plan in place, your spokesperson will have more chance of giving a successful interview. Learning how to answer questions and how to stay in control of an interview by conveying your key messages can be incredibly valuable. It’s a good idea to participate in some sort of media training, whether it is an intensive one day session or a half an hour briefing with your PR person before the interview – the difference is definitely noticeable.

Check out our PR & Social Media Tips TV on YouTube: Short helpful videos about getting PR right!  

Watch all of the videos here.