1. PR Objectives, Strategy and Target Press

2. PR OBJECTIVES What are your objectives - meaning your final goals Where do you want your product to been seen e.g. which media outlet: magazine, newspaper, internet etc Do you want to create a buzz around your product so that news spreads through word of mouth / social networking Who do you want to reach the most, high or low class consumers *If this was a real campaign at the end when you are calculating your media presence, you would need to make sure you have successfully reached all of your objectives This slide must be included

3. Examples of language used: Amelia Key Objectives: Effectively communicate the release to women aged 20+ via women’s print, broadcast and online media Position as a perfect Mother’s Day Position the film as a romantic adventure (think Australia on a much smaller scale!) A Team Key Objectives  Target both broad action and franchise fans  Showcase the ‘team’, action & fun in all communications & tactics  Focus on specific characters to reach specific audiences when necessary (e.g. Face for women’s press)  Leverage iconic elements without being too cheesy and without creating confusion  Encourage consumers to invest in BD Triple Play  Position A-Team as a perfect Xmas gift

4. Organic Furniture Key Objectives: Target a broad range of media, but including professional segment, to capitalise on the wide appeal of eco-friendly and elegantly designed furniture Create a buzz, focusing people’s attention to the organic furniture so that news spreads through word of mouth – Social events, competitions, donations… Products will be seen in target magazines, newspapers. Maintain a strong image thereby reaching the newly wedding couples, focus heavily on this market Organic Furniture Key Objectives: Start a word-of-mouth campaign to spread the introduction of organic furniture, convincing people of the positive impact on the environment and promote the sale of it in every furniture shop. Target a broad range of media to reach a broader audience and make it become “green conscious”. Associate the Earth Day with our product as symbol of respect and preservation of the environment. Gain the same importance beyond recycling, organic foods, and saving energy for the market of Eco-friendly/ organic furniture.

5. PR STRATEGY What is your approach to obtain your objectives – how are you going to achieve your goals and create a successful campaign. Areas to consider are: Secure a wide range of editorial coverage by... (think of a way you are going to do this – it could be that you send the product to the editor to try, sell-in a feature idea e.g. come up with a really interesting story about your product, have a celebrity endorse the product: this is very expensive, create a news story, use social networking sites to spread the word) Capitalise on a certain theme surrounding your product and think of ideas to support it which could then be sold into the press. *When a PR practitioner uses the words Sell-in or Sold into the press it does not mean that money has changed hands, it means that the press has picked up the story or that the press has bought into the idea of the story. This slide must be included

6. Case Study: Leeds United Objectives: To implement a strategic communications plan for LU’s new board, following massive upheaval at the club. To manage and offset any crisis situations, such as board decisions, financial matters, player issues etc. To communicate community initiatives within the club to the general public and stakeholders. To operate a 24 hour media liaison service for all journalists.

7. Leeds United Strategy/Tactics: Proactive publicity of the clubs community initiatives (Football in the Community, LU Learning Centre, Charity appearances, school visits, players in the community) Constant media analysis and reactive and proactive activity regarding club issues, particularly issues surrounding the board, takeover bids etc. Regular meetings with LU board members to advise on media strategy, maintaining a ‘single, clear voice’ amongst the speculation and ensuring they were kept abreast of all media coverage. Setting up interviews and exclusives, as deemed necessary, to get LU’s message out and not merely to react to speculation. Preparing and issuing board and player statements to media as and when appropriate. Establishing strong and trusted links with all relevant media. Providing them with statements and information on a regular basis to ensure a clear and consistent message was communicated at all times. Responding to all media queries promptly. Organising press conferences, photo calls and one to one interviews on a regular basis.

8. Remember when you are writing your strategy you must look back at your objectives. For example for a clear and logical plan: - Objective 1: xxx Strategy 1: xxx - Objective 2: mmm Strategy 2: mmm - Objective 3: ttt Strategy 3: ttt Not: -Objective 1: xxx Strategy 1 txy All your objectives and strategy must make sense and be easy to understand so that the client will approve your proposal fast.

9. TARGET PRESS List the media outlets you want your product to feature in. Organise it so that it is easy to follow such as grouping: Men’s Press List the media outlets Women’s Press List the media outlets Online Press List the different sites Radio List the different shows *Note: all press that you would want to approach must be what you think your target audience reads or watches or listens to. It is worthless to approach a boating magazine if you are selling space rockets! This slide must be included

10. Target Press Example Organic Furniture Professional Home and Garden Press – Western Interiors, House to Home, At Home, Interiors… Wedding Press – Wedding, Instyle Weddings, Brides... Women’s Press – Women’s Health, Woman, Elle, – Marie Claire… Online Press – Times Online, Google News, ABC…

11. Target Press Example First Aid Kit Backpacker Media: Backpacker magazine Survival TV Shows e.g. “Man vs. Wild” Wanderlust National & Local Press: The Times Travel segment Time Educational Supplement Online press: 21st Century Adventures Brave New Traveller GoNomad Journey Woman Road Junky Time Out Family Orientated Media: Budget Travel Travel and Leisure: Family Family Adventure Magazine