Presentation on theme: "An introduction to Public Relations Printed on recycled paper By Sonia Clarke, Senior Account Executive & David Lucas, Account Executive Lexis Public Relations."— Presentation transcript:
An introduction to Public Relations Printed on recycled paper By Sonia Clarke, Senior Account Executive & David Lucas, Account Executive Lexis Public Relations 18th April 2008
A LITTLE BIT ABOUT US Sonia Clarke, Senior Account Executive in Consumer team –Joined Lexis on the Graduate Training Scheme in September 2005 –RAC/BSM, Boots, EDF Energy, MySpace, Birds Eye, M&S Foods David Lucas, Account Executive in Business Communications team –Joined Lexis on the Graduate Training Scheme in August 2006 –First Base, Arjowiggins, Dominos, MySpace, Norwich Union, TheTrainline
INDUSTRY-LEADING REPUTATION Launched in 1992, we remain owner managed Part of Next Fifteen Communications international network of PR agencies 900 staff in 4 companies across 39 offices in 18 countries Top 20 agency with 100+ staff £7.2m fee income Consistent industry recognition of our work
RESPECTED FOR CLIENT DELIVERY AND AS A PLACE TO WORK Marketings Agency of Year 2006Runner-up PRCA Frontline Awards 2006Best Consumer, Integrated, Financial Product campaigns, plus Ambassador of the Year The Holmes Report 2005Consumer Consultancy of the Year & One of the Best Consultancies to Work For Sunday Times Best CompaniesTop 100 Small Companies to Work 2008/7/6/5 Britains Top Employers (in association with GuardianUnlimited and Cranfield University) 2008
WHO WE WORK FOR
WHAT IS PR? And how does it differ to advertising?
PR DEFINITIONS - OFFICIAL The business of inducing understanding and goodwill between a person, firm or institution and its publics; also: the degree of understanding and goodwill achieved.
There are two blokes in a pub with their eye on a couple of ladies. Man A walks up to the ladies and says Im great in bed …..thats advertising OR PUT IT ANOTHER WAY:
His friend Man B walks up to them and says My mate is great in bed …..thats direct marketing
Or….Lady A turns to her friend Lady B and says I hear that bloke is great in bed. …..thats public relations
Basically…. Every company has PUBLIC RELATIONS - whether it likes it or not! Good, bad or indifferent PR depends on how you manage and control your reputation
WHY IS PR IMPORTANT? 74 per cent disbelieve company statements (MORI) 80 per cent rely on editorial (BMRB) Corporate image No.1 concern for CEOs (MT) 70 per cent believe good image = good products (MORI)
THE POWER OF PR GOOD PR Changes perception & opinionChanges perception & opinion Can make a bad situation betterCan make a bad situation better Can positively affect sales and share priceCan positively affect sales and share price Creates a strong reputation to see you through the bad timesCreates a strong reputation to see you through the bad times GOOD PR Changes perception & opinionChanges perception & opinion Can make a bad situation betterCan make a bad situation better Can positively affect sales and share priceCan positively affect sales and share price Creates a strong reputation to see you through the bad timesCreates a strong reputation to see you through the bad times BAD PR Makes a bad situation worse Can negatively affect your share price Can in an instant destroy years of hard work Can, at worst, kill your brand or company BAD PR Makes a bad situation worse Can negatively affect your share price Can in an instant destroy years of hard work Can, at worst, kill your brand or company
ADVERTISING Paid for space £££££ Guaranteed Controlled messaging Subjective Impact ADVERTISING Paid for space £££££ Guaranteed Controlled messaging Subjective Impact PR Editorial Cost-effective Never guaranteed Messaging at the mercy of journalists Objective Influence PR Editorial Cost-effective Never guaranteed Messaging at the mercy of journalists Objective Influence But…increasing convergence
WHO ARE THE AUDIENCES? Customers Pressure Groups Suppliers Journalists The City Employees Parent Company Local community MPs
Newspapers Magazines Television Radio Sponsorship The Internet Word of mouth Corporate literature Events Public speaking How do you reach them? Editorial Vs. paid-for space - Impact and influence
HOW TO GET INTO PR?
PR SECTORS Consumer Reaching sections of the general public who could be interested in your product or service Business-to-business Reaching business groups who could be interested in your product or service Corporate - Influencing the way a company is perceived by its audiences (from customers to city analysts) Political - Monitoring and influencing policies relevant to your organisation Trade - Reaching customers for your product or service who will sell it on to an end-user Financial - Reaching financial and business opinion-formers Employee Communications - Explaining business strategies to staff
THE GRADUATE SCHEME SELECTION PROCESS applications now closed Ask for applications by end of February 2009 –CV & short listing questions Initial interviews April 2009 –With an Account Director and an Associate Director Recruitment days in June 2009 –Presentations, writing exercise & brainstorming –Panel of various levels -Grad to Board Director Offers within month Start-date September 2009 Check for application details from Oct 2008 for 2009 entrywww.lexispr.com Internships –Contact NOW for internships over Summer -
WANT YOU NEED TO DO Do your homework –Join the IPR (www.ipr.org.uk) –Read PR Week –Check out websites –Read the media with an eye for PR stories Make sure you stand out! Use any extra-curricular experience Demonstrate you have the necessary skills on your CV (and use a spell-check!) Demonstrate an interest in PR/media - think of examples of brands and campaigns that have stood out for you Know the difference between PR and advertising! Be confident, positive, determined PR work experience is useful but not essential
WHATS IT LIKE?
PR VILLAINS - WHAT ITS NOT Champagne lunches Scandal Cover ups Spin Doctoring Fluffy Sleaze Celebrity
BUT WHAT IS IT YOU ACTUALLY DO? This is a question that youll get used to hearing from friends and family! The truth is theres no one simple answer, as PR can vary vastly from day to day - thats the best bit about the job!
A DAY IN THE LIFE OF A GRADUATE… Presswatch and breakfast -Putting together a round up of key stories for the team while enjoying my cereal 9.15 Check papers for story I sold in yesterday for MySpace 9.35 Journalist calls needing images for a news story on Dominos Pizza - organise these to be sent Progress report on sell in with Lynn First Base internal - actions for the week Begin sell-in for MySpace, switch on the powers of persuasion!
A day in the life of a graduate… Lunch - grab a sandwich from Pret, catch up on the chat and check any breaking news on the BBC website Write press release on Arjowiggins - big chance to show off writing skills and sporting prowess!! Off to a status meeting - v good to sound authoritative in front of client Follow up on calls made for yesterdays MySpace sell-in to see if any journalists are interested in the story Catch the final post before heading into short brainstorm for Boots - time to get creative! Write up actions for tomorrow Off home, you deserve a rest!
LET YOUR HAIR DOWN Work hard, play hard –Breakout area –Friday night drinks (Announcements) –Star points –Regular socials London! –Moving here? Commuting? –Adjusting to working life –Make the most of your graduate overdraft !
RACS REPORT ON MOTORING The Brief Devise and implement a high profile launch campaign to exploit the RAC Report on Motoring 2006', an annual in-depth piece of research into the views of the UKs motorists. Our Solution Our Consumer and Business Communications teams worked together to analyse the initial research findings and helped structure and draft the ensuing report. The Lexis team identified the key issues that would resonate best with media and recommended a launch theme of 'road pricing' to build on the current media debate around Government policy. We worked with the RAC public affairs team to develop a launch strategy, agree key messaging and launch the report to national broadcast, print, trade and regional media via structured briefings with the MD of RAC and other key spokespeople. The team also identified a number of other themes and storylines (including road safety and green motoring) to be drip-fed to media throughout the year and to enable the RAC to swiftly piggy-back on reactive media opportunities. The Results The first phase of the campaign (Summer 2006) generated 43 pieces of coverage (so far), with a reach of over 67 million. Print and broadcast highlights have included pieces in the Times, Financial Times, Daily Telegraph, Daily Mail, and on 5 Live, Sky News, BBC News 24 and BBC Breakfast. The team continues to generate coverage around themes covered in the report including speed cameras and road pricing.
COKE SIDE OF LIFE The Brief Work as an integrated team with advertising and media buyers to create a memorable event on the South Bank to celebrate summer, bring to life the Coke Side of Life visual identity and establish positive messages around the brand. Our Solution Our Consumer team worked in conjunction with the ad agency to secure the involvement of the pop art movements leading light, Sir Peter Blake, who was persuaded to turn his vision of Summer on the Coke Side of Life into a giant 20' collage, constructed live on the South Bank. Lexis worked across the board on the project, from developing the concept and managing Sir Peter, to commissioning time lapse film footage of his work and a producing documentary of the whole event. We managed a robust on- and offline media relations campaign (including 3 separate targeted photocalls) to generate awareness and drive attendance on the South Bank across the week long event. The Results In total to date, Lexis has generated over 60 pieces of coverage. Weve swept the board and achieved coverage amongst others in the following: Channel 4 News, BBC Radio Five Live, Smooth FM, LBC, BBC Radio London, BBC Radio Four, DPS in the Independent, Metro, London Paper, London Lite and Time Out.
COKE SIDE OF LIFE CLIENT SUCCESS
NORWICH UNION ZENPLOYMENT The Brief Position Norwich Union as an authority on financial planning and saving Our Solution Although synonymous with the world of insurance, Norwich Union was less well known for its savings and investment offer. To generate broader awareness of its thought leadership in this space, Lexis created a new social phenomenon, Zenployment. Based on the UKs growing search for greater meaning from our lives Zenployment allowed Norwich Union to speak about the importance of better financial planning in the quest to fulfil life aspirations. Consumer research was commissioned to demonstrate the age at which we re-appraise our careers, what motivates us to opt for new jobs and whatcompassionate careers we choose. With expert commentary from the Future Foundation and supporting case studies of employees who had made the move, the campaign exceeded coverage expectations. The Results Coverage highlights included eight pieces of national print coverage, including a lead feature piece and debate led by Janet Street-Porter in The Independent on Sunday. Broadcast coverage highlights included features on BBC Breakfast News, BBC News 24 and GMTV. Regionalised versions of the research findings also featured in key regional newspapers and 18 online sites, including ITN and Sky News.
FIRST BASE: DEVELOPMENT SUPPORT The Challenge As a young residential property developer with a unique proposition – urban regeneration delivering affordable key worker homes and standard private tenures - First Base needed to raise its profile among consumers, investors and the business community. Lexis was tasked with a communications strategy that would enable First Base to punch above its weight and drive sales. The Solution We adopted an approach that is unusual in property media relations, preferring to foster key media relationships and secure quality, in-depth coverage in top tier publications instead of issuing a constant stream of news. Seeking out news from the business was the lifeblood of this programme, as well as features monitoring, exclusive placements, profiling and carefully fostering relationships with Government press functions. The Results Since August 2006, weve achieved 150 pieces of coverage, 97% positive, with a reach of over 39 million. Most importantly, Adelaide Wharf, a First Base development was 95% sold in three months and Newington in Elephant and Castle features in FT top five properties across the globe.
COKE LAUNCH IN SECOND LIFE The Brief Launch Coca-Colas latest ad campaign, Happiness Factory - The Movie to a global audience. Our Solution To reach the global audience with a simultaneous launch, Lexis built an art deco Coke cinema in virtual world Second Life and created a virtual red-carpet movie premiere complete with celebrity guest Avril Lavigne. We added a Coke Cinema TV channel on YouTube to seed video footage from the event across the world and a word-of-mouth campaign to seed branded content across key social networks including MySpace, Facebook & Bebo. The Results Combined audience reach of over 70million people across six continents. Video entered YouTube Top 100 COCA-COLA HAPPINESS FACTORY
COKE LAUNCH: VIRTUAL MOVIE PREMIERE LEXIS CASE STUDY
Boots and Breast Cancer Care Boots had worked with BCC for 11 years We needed to… - highlight Boots commitment to BCC and make noise about the associated products - drive footfall and sales, raising money for BCC
WHAT DID WE DO?
Paint Yourself Pink campaign The idea - Brainstormed the creative platform of Paint Yourself Pink - Worked with BCC to recruit Edith Bowman. She agreed to take part in nude photoshoot around the theme PYP -Set up photoshoot, working with high profile photographer and make up artist - Arranged exclusive with Celebs on Sunday - then full national news sell- in for Monday