mark thomas - leicester university visiting lecture, november 2011
TRANSCRIPT
This lecture
My background, how I got into PR About Word Association, 20th year What I’ve learned and how we work Strategy and ten tactical tips Future role of PR graduates in work
My background
30 years ago, sat where you are Local newspaper journalist In house PR and freelance travel writing Set up Word Association in 1991 Named top in East Mids this year
PR Week Public Sector league table, July 2011
So who are we? Others: Printers Photographers Researchers Social media Technical web Advert space buyers Display production
Who we work for?
What do we do?
How do we work?
Our unique 12 point guarantee Strategy PR Service Value Copy Access
Ethical Amends Deadlines Choice Research Fun
Communications Strategy
So who are your customers?
Gender Age Location Employment Family type
But what are they really like?
Messages and USP
Messages and USP
Other considerations
Financial People Evaluation Timescales The plan
Top 10 tactical tips
PR - just part of mix Credible How to write Cost effective Measure through AVE
Top 10 tactical tips
PR – making stories National Topicality Local-ness Angles Focus on media
Top 10 tactical tips
Websites Focus on your audience Update, link, develop Market, adwords and SEO Learn from the experts, big buttons, thumbs up girl
Top 10 tactical tips
Social media Essential now Audience getting older Clear on goals Interact Cost effective
Top 10 tactical tips
Power writing It’s about them What’s In It For Me, WII FM Answer ‘So What?’ Use AIDA approach Talk about benefits
Top 10 tactical tips
Events/networking Often ignored Vital getting face-
to-face Takes time Effective
Top 10 tactical tips
Newsletters/ezines Keep in touch Tracking via internet Traditional vs online Can be powerful
Top 10 tactical tips
Direct mail Targeting Delivery Clarity of message Benefits of long copy
Top 10 tactical tips
Advertising Traditional v Online Clarity of message, design & copy Plan and negotiate on media Effective but expensive
Top 10 tactical tips
Other Exhibiting – pull-ups to trade shows Awards and conferences Branding Evalutate
Trust your people Reward output Understand the
business case Start at the top Treat people as
individuals
Future Work principles
Top 10 tactical tips
So many opportunities… Social media – Flickr, Ning YouTube Never ending research So go for it!
Keep in touch! Twitter: @markedthomas or @WAMidlands Facebook: Word Association www.wordassociation.co.uk [email protected]
