How To Build A Successful Campaign: My Top Tips

Firstly, sorry for the lack of blogging! A lot of things have been going on at the moment in my life so it has been hard to find a moment where I can sit down and blog. However, I have now found that moment… and I’m back today to talk about my key tips on how to build a successful campaign.

It is hard to judge what makes a campaign successful, there are many factors that play a role, some that you can’t even control yourself. However, making sure you have done what you needed to do as a PR is the starting point…

I have personally worked on a few very successful campaigns during my PR experience and it is great to see them unfold and develop.

So, let’s get started! Here are my tips to make sure you have got everything covered!

Tip 1: 

What are your objectives? If you don’t know what you want to achieve, how are you going to measure its success? Make sure you define a set of objectives. I usually go for 3 – 4 and follow the SMART approach. Your objectives need to be ‘Specific’ ‘Measurable’ ‘Accurate’ ‘Realistic’ and ‘Time Bound’.

Tip 2:

What are the basics/current situation? Before you can even come up with campaign ideas, you need to do some research! Find out what the press are talking about at the moment, the recent coverage the brand or organisation you’re working for at the moment has received and look into other brands campaigns. What worked and what didn’t? You don’t want to repeat something that has already been done.

Tip 3:

Who is your audience? So who are you going to be targeting this campaign at? Try and narrow down your audience, segregate it into sections i.e Keyword, Personalities, Lifestyle, Attributes etc. Write everything down you associate with the target audience you have chosen. You can now understand how to target them better by doing so.

Tip 4: 

What are your key messages? You need to make sure you structure what your key messages are. Your key messages are basically what you want to communicate to your audience through this campaign. It could be something like “(Title of programme) is the first UK-based documentary written by (Name of writer) premiering on (Name of Channel)”.

Tip 5:

Your Ideas: I always find it best to construct a mind map when drawing up my ideas, this way you can see everything together and notice whether some of your ideas interlinks or relate to each other. It is also a great way of narrowing them down to pick out your main solid achievable ideas that will help define your campaign.

Tip 6:

Measurement Is Key: How are you going to show your boss or client that you spent their budget wisely and generated successful results? Web analytics tools are key. They generate online reports that show your statistics for social media and social chat. By social chat I mean the ‘buzz’ you’ll be generating. Using these reports will help you see whether your objectives have been met. Key tools I use are: SumAll, Google Analytics, Curalate and YouTube Insights.

Tip 7:

The VMM Is Your New Best Friend! Heard of the Valid Metrics Matrix? No? Well, where have you been? The Valid Metrics Matrix or VMM for short is a key tool used to evaluate the success of your campaign and is overall the thing that is going to show you if the campaign worked. It aligns your Public Relations Activity(The campaign itself) with the Intermediary Effect (Journalists, Bloggers, Secondary publicists) and the Target Audience Effect (The Campaign’s Audience). It is worth checking out and is great to see the evaluation unfold as the campaign runs. It isn’t just a tool to use right at the end but one that helps see the success as and when it happens.

These are just some of the processes I take in order to make sure my PR campaign is successful. I hope you find the tips useful and insightful. Let me know how your campaigns work and whether you have some key tips and tools you stick by?

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Miley Cyrus: VMA’s 2015 Host

Yes, that’s right. You read that title right. Miley Cyrus, one of the most controversial music artists of the moment, is returning to the very place that started her controversial cycle… The MTV Video Music Awards.

I don’t think a lot of people saw this coming to be honest. She announced it via her social media sites and as soon as she did the press blew up on the announcement and drove the story as far down that road as they could and it isn’t as if they didn’t think it would go anywhere. Everyone was talking about it. Everyone and they still are. This is what MTV wanted wasn’t it? Publicity hype before the event. Well, they won.

I personally just don’t get it. I see it from both sides, as a music fan and as a music PR professional. On the one hand, as a fan I’m thinking why would they do that, she’s gone crazy and her performance was wacky last year but as a professional I’m thinking good move so far for MTV. The amount of people they are going to get tuning into the show just to see what crazy stuff Miley Cyrus will do next… it’s going to be millions! Great publicity too for Miley, who will be eager to draw in publicity from her ‘out of the ordinary’ hosting.

However, I can’t help but wonder whether they have thought this through. Have they signed a contract with her to limit what she can do? Is the show going to be pre-rehearsed so they know what is coming? What if she goes all ‘ad lip’ on them and turns what they thought was going be an alright show that people would want to watch, into something they have to ‘bleep’ most of the contact out of?

I just hope that within the behind the scenes they have planned this to the T… because if it is done well, MTV will be rolling in it. Literally.

What is your perception of the situation? Do you think this was a smart PR move or do you think it could be another viewing disaster for MTV but another controversal plus for Miley Cyrus?

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(Image taken from DailyMail – no rights to this image)

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NME: Now Free Of Charge

It had to happen soon enough and today is the day. NME, the renowned leading music magazine is now free of charge.

It was something that was bound to happen, and rumours had been circling around for a while but today it was announced via Music Week that the music publication will now cost nothing from September 18th 2015.

It is sad to see, the print publications first turning into online sites and now due to the obscene popularity of digital publications, print sales have decreased instantly. Those journalists who haven’t known any better, who sleep and breathe being able to write about their music icons and the latest news; yet now the publication is free will it be able to survive and be as big as it was without the profit income from readers?

I guess we will have to see, but I hope customers will stick behind the publication; the household music news name that has always brought the latest information to music fans eyes. Today is a sad day and a result of the digital era.

Read the news here via Music Week: http://www.musicweek.com/news/read/nme-goes-free/062230

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Latest News Within The Music World

Just a quick blog post for music fans out there, to update you on the latest news within the music world!

1) Global Release Day: You might or might not have heard about the new global release day that has been arranged by music industry bodies around the world. This one set day, now being Friday, will play host to all new music releases. In previous years different countries around the world had different days. Some say this new set date is good for the industry to help combat piracy but some are a little hesitant to understand the positive reasoning behind the change. As it is now on a  Friday there is a worry that supermarkets, music stores and other retailers will now have issues if a stock problem occurs as it will be harder to alter this on a Saturday. Also, it also means many music industry people will have to work on a weekend. Weekends are for relaxing aren’t they? We will see how this pans out when the first global release day hits us on Friday the 10th July.

2) AC/DC enter the world of streaming: It has been a long time coming, but finally AC/DC are gracing us with their entire album collection (16 to be precise) via streaming sites Spotify, Deezer and Rdio. Great news for AC/DC fans!

3) Apple Music was launched: It was launched and it has had mixed reviews, mainly facing the hassle you have to go through to download Apple Music in the first place, but if you want to read the full details on how the launch has been and what my verdict was head over and click here.

4) Uptown Funk is best-selling song of 2015 so far: It has been announced today via Music Week (click here) that Mark Ronson and Bruno Mars’ no.1 hit ‘Uptown Funk’ is the best-selling song of 2015 so far!! For a track that Mark Ronson recently stated on ITV this morning was a little jam with Bruno Mars, it has done pretty well for itself. Well done to Columbia Records and to the press team within. Gaining publicity for this song and the artists within it would have played a major role. (See them play at Glastonbury here).

5) Lionel Richie’s ‘Best of’ sales soar: If you missed Lionel Richie’s performance at Glastonbury you can click here to view him perform ‘Dancing on the ceiling’. For Lionel, it was a return to the big screen, the big stage and the big crowd for a well reviewed and received performance. Now, considering his age he wasn’t exactly dancing on the ceiling per say, but he did a great job! So much enthusiasm and so much interest and passion in what he was doing. You could easily tell he loved being there and well it paid off, literally. His album sales have risen by 2693% and music week are predicting a no.1 for him!

Richie could earn his first No.1 album in 23 years – previously hitting the top with 1983’s Can’t Slow Down and 1992’s Back To Front.

That is crazy but also quite amazing to see what one performance at an iconic festival can do for someones career!

Well, I hope you have enjoyed catching up on the latest music related news within this blog post. I’ll try to keep this going every week or so!

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Apple Music: The Verdict

So the highly anticipated music streaming service from Apple Inc ‘Apple Music’ was launched yesterday (30th June). After a very public display of anger from Taylor Swift, over the lack of artist payment from Apple for the first free months in which they are offering customers a free service, the streaming site needs to gain positive publicity this week. Gaining such publicity could see it become an iconic name and possibly replace Spotify.

The verdict so far consists of opinions portrayed from some of the leading music industry publications. After reading Music Week’s impression on the new streaming service, it instantly put me off and I think the writer (Mark Sutherland) felt the same way too at the start.

Streaming is meant to be easy, instant, accessible and fast. His opening paragraphs portrays the opposite.

He goes on to explain that in order to even start using the streaming service, you have to download a whole new operating system for your computer. Like, really? Who has the time and energy to do that. Who would want to do that, just to be able to listen to the same music that is easily available via Spotify? I’m losing faith already.

However, there are positive aspects. Instantly being able to narrow down your choices to make sure your select music taste is what you hear… that is pretty good. After accepting all the terms and conditions etc etc and signing in to Apple Music you’re able to let it know what music you like after sampling some of their suggestions.

Also, the 24/7 radio service that is provided by the music streaming service is a great addition, especially for already established Zane Lowe fans who can now hear the music enthusiasts voice once again, playing music both mainstream and indie to the ears of Apple music subscribers.

Nonetheless, while Lowe may occasionally spout nonsense, his sheer love of music means it’s impossible to dislike him. And, ultimately, the same goes for Beats 1. At the moment, it’s rather like the early days of 6 Music: a potentially brilliant radio station broadcasting into a void while waiting for people to catch up with the technology. If people do, it could go from interesting experiment to appointment listening.

So I guess, if you can power through the faff of downloading a new operating system prior to downloading Apple Music, then it has its moments of worth. But, if you can’t get through that early stage. Then you’re never going to.

It was obviously clear as well, that the public feud between Apple and Swift was something they were going to use but in a positive way. As soon as you enter the Apple music streaming site, right there, right there in front of you is Swift’s 1989 album, so openly parading the image into the faces of new subscribers who prior to Apple Music’s capture of the content, has never been seen before on a streaming site. It’s almost like an instant stab in the back for other streaming sites that are unable to use the content due to company and artist differences regarding streaming royalties. But it has worked.

(http://www.musicweek.com/news/read/apple-music-the-music-week-verdict/062188)

The Telegraph has also jumped on the music newsworthy band wagon and done what most of us are trying to do in our head; compared the launch of Apple music to the much-loved streaming site, Spotify.

So here is the low down…

Both sites have roughly the same amount of tracks on their streaming service (roughly over 30 million)

Spotify currently has 75 million subscribers, of those just 20 million (I say just, because that is less than half of its total subscribers) are paid subscribers. We will have to wait and see what the figures will be for paying customers to Apple music, after their free three-month trial basis. That will be the moment where the success of Apple music is defined.

The prices are similar both £9.99 for premium service at Spotify and the streaming service at Apple music. However, with a large population of music lovers within the younger age sector… Spotify has got something right in offering a student price for their premium service of just £5.99. Many of my friends have signed up.

With other elements like sound quality, device ability and other technological factors that show that Spotify are steadily sitting in front of Apple music – it’s going to be an interesting few months to see how the future of Apple music pans out.

(http://www.telegraph.co.uk/technology/apple/11699117/Apple-Music-vs-Spotify-How-do-the-two-streaming-services-compare.html)

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Glasto: The Libertines CONFIRMED

Well Glastonbury is fully underway and it has already been surprised by some unscheduled faces to brighten up what has been a rainy day for the music festival. The synthpop with a pinch of indie act ‘Bastille’, confirmed their surprise set in the early hours of this morning (26/06/2015) and they later got on the William’s Green stage at 1:30pm to a roaring crowd! Some fans were left outside of the tent due to the sheer volume of people who showed up for their unscheduled performance. It’s a shame for those fans that didn’t make the set in time because the band, as well as covered some classic hits like ‘things we lost to fire”, pulled out some new material. FINALLY. It is about time. Hopefully this means we will be seeing a new album from them soon. Even though the heavens have opened and the typical Glasto stereotype rainy weather has arrived at the festival once again; the set for tonight has just got a little bit more interesting. With Dave Grohl and the rest of the Foo Fighters out of the picture after his traumatic leg break, Florence and the Machine were pulled up to replace the headline slot. The first British Woman to headline the festival in 16 years! And NOW. The very much-anticipated rumour has been confirmed. The Libertines WILL be replacing Florence and the Machine’s original pyramid stage slot tonight! They announced it via Instagram with this still very secretive image…

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Q&A: A little bit about me…

So this is a little different to my usual posts but I thought… if you’re reading my posts you might want to get to know me a little more?

Well, either way, you’re going to with this next post. A Q&A about me, so let’s go…

1) Did you always know you wanted to go to University?

Hmmm, Yes and No. At first I wanted to be a Chef. I studied catering at school and pictured myself going off to catering school but then that changed when I realised it was a tough industry to get into. So I then decided university would be a great option to learn something new and gain some independence. I chose Southampton Solent University by chance actually, I was originally going to Falmouth University to study Events Management but then later changed after visiting someone in Southampton who attended Southampton Solent University. I fell in love with the city and how small yet busy it was. I then made the bold decision of removing my application from Falmouth and starting over again. I got in at Solent and it was one of the best decisions I ever made.

2) Why did you choose PR?

Again, PR was slightly by chance. I wanted to be an organiser, I loved project management and organising things so I decided on Events management but then I sort of thought about it and wanted to be able to branch out and do other things if I decided too later down the line in my career. PR was the better options because it allowed me to go into events management if I wanted to but also things like PR, advertising, marketing and promotions. I was also sold on the PR and communication course at Southampton Solent University after I ended the open day, the lecturers were so ‘into’ their job, so willing to help students and all had fantastic careers in PR before becoming lecturers. I was sold!

3) Will you miss university, now that you have graduated?

People keep asking me this at the moment and my answer usually is no, no mainly because of the stress that you entail or rather I entailed because I wanted to do as well as I possibly could. That stress was worth it for the outcome I have achieved so far and hopefully will achieve when I get my results in July but I will miss the people. The friends, the university lecturers and the course as well. It was such a great time and experience and I loved being independent and being able to do my own thing. However, I am ready to move on now. I have learned everything I could at University and along with my work placements and jobs. I now want to work full time and put all those skills to use. Show people what I can do and learn more!

4) What did you miss most whilst at university?

Family time! The countryside! My home friends! Not having to do my washing 😉 The homely things mainly but then again, when I was home for long periods of time like the summer break, I missed plenty of things in Southampton too.

5) Where do you see yourself being in 5 years time?

If I am able to do this, then I would love to have worked for a company or two, depending on whether there is the opportunity to grow within them. I’d like to start off at a graduate level and then work my way up and grow within the company. I’d also like to eventually move to America to work; however, if this isn’t an option, being able to travel within a job is just as good.

6) Where is your favourite place to go on holiday?

America. It always has and for now always will. Most likely because it is the only place I really go on holiday to with families. I have been to places in Europe like Cyprus, France, Germany and Switzerland but I have always loved America, the people are so friendly and I have family and friends there so that’s where I would choose to go.

7) What is your favourite food?

This is a tough one because I love all food but i’ll give it a go. Let’s split this one into too. My favourite savoury food would probably be pasta because you can literally have anything with pasta! My favourite meat would be steak and my favourite sweet would be molten chocolate cake. YUM!

8) What do you like to do in your spare time?

My main things to do during my spare time are going to gigs and festivals as much as I can! However, I do have other interests too.I have done Bell ringing (Campanology) since I was about 10 years old, I did Ballet, Tap and Ballroom dance from when I was 3 years old until I was 19, this stopped because of University. Obviously I love to hang out with friends, go to cute little coffee shops, go for walks and explore places! I love cute little villages with old shops and little narrow streets. I also like to make cards, I attempted to learn to play guitar but that never went anywhere. I LOVE to bake! Literally, give me the ingredients and I would make cakes all day if I could. 

9) What is your favourite film?

Forest Gump! Hands down!! “Life is like a box of chocolates, you never know what ya gonna get!”

11) What are your favourite TV shows to watch?

I have many…. ready? Here it goes: Orange is the new black, CSI, CSI: New York, How I met your mother, The Big Bang Theory, Keeping up with the Kardashians (not ashamed to say this is my guilty pleasure), Damages, Prison Break, 24, Board Walk Empire, Home Fires…. The list could go on but I’ll stop now.

So there you have it! A little bit about me, just incase you wanted to know.

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Swift Vs Apple: The Winning Battle.

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Well. She did it. She proved everyone wrong and actually did it. Apple have changed their payment policy for during their free three-month trial to customers for Apple music. Music producers, writers and artists will be paid for their streams during that free three-month period by Apple.

(Read Taylor Swift’s open letter to Apple here: http://taylorswift.com/news/251533)

To be honest, I couldn’t believe it had happened at first. A big organisation like Apple, I know Swift is a big name and has a large following but for them to give in so quickly and change their policy was incredible. Good on her I say. She did speak for a large portion of music industry professionals who are just starting out in the industry and need to make money in order to continue their work, so for them, I am pleased.

However, I still feel there is a slight essence of greed from Miss. Swift.

The letter she wrote, there were aspects of it that, well her or her PR could have altered to make it seem less about her and more about other people. It just seemed a little too forward and demanding for my liking. Either way, it worked but is it really for the right intentions?

First Spotify and now Apple. She never seemed to have an issue with streaming her other albums, yet with her latest 1989 album, there is a bigger issue for her. Is it her or is it her label or is it both?

What ever the reason it has pros and cons within what happened. Whether it was for greed or because she actually genuinely cares about other professionals making money, Apple gave it and that large social media voice she has worked.

What still makes me wonder though, as to whether greed and the want for her own personal gain is behind the letter to Apple is what was brought up by photographer Jason Sheldon.

He created his own open letter to Swift reflecting the restrictions she has put in place upon photographers who take photos of her.

He says:

How are you any different to Apple? If you don’t like being exploited, that’s great.. make a huge statement about it, and you’ll have my support. But how about making sure you’re not guilty of the very same tactic before you have a pop at someone else?

With all due respect to you too Taylor, you can do the right thing and change your photo policy. Photographers don’t ask for your music for free. Please don’t ask us to provide you with your marketing material for free.

Too right. I completely agree with him. It is double standards. If she wishes the music industry to be fair with their paying standards, then it should be fair for all aspects and everyone involved. After all isn’t this what she was stating in her own letter to Apple?

Either way. Publicity stunt = succeeded. Well Done Taylor Swift. You have got us all talking once again.

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Jurassic World’s Free PR

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Recently I went to Atlanta and Florida in the United States to visit friends with my family. Whilst I was there, I couldn’t resist seeing the new Jurassic World film, from all of the PR hype that had been generated from their press teams, it was hard to resist.

FYI: The Film is amazing. You have to go and see it!

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Now, Jurassic World is gaining free PR from unexpected members of the public: Zoo Keepers! It is quite astonishing to see how this type of act has now been able to generate a stream of trends for the film after its cinema release and kept the fans all over the world talking about the main actor, Chris Pratt.

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For the past two days my Facebook trend feed has featured this Zookeeper ‘Chris Pratt’ pose stunt photo stream. I bet the makers are kicking themselves, free positive publicity is always a good thing.

Plus the photos are pretty awesome!

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Is it goodbye for the 1975?

Earlier today The 1975 posted this to their social media accounts and then masked their comments by deleting their entire social media list…. “The hardest part of any relationship is to say goodbye. As much as we might like things to stay the same, change is an inevitable part of life. We can’t simply go on forever – always staying the same, never evolving. So we must leave, with a parting ‘we love you’ – we are already gone.” In my eyes… Yeah that is definitely the end for them then. One album and they are done with. t First it was Blink 182 with that Tom Delonge fiasco – did he – didn’t he – confirmation from Mark and Travis then denial from Tom and it all ended up being true anyways. Now this from the 1975… Do these artists not have respect for their fans? The fans that actually helped them be where they were and truth be told made them a hell of a lot of money and then this is what they do?

Full article here: http://www.nme.com/news/the-1975/85855

Well, let’s see the speculation role in….

UPDATE:

Well that disappearing act didn’t last long. At midnight last night, the social media accounts were reactivated and a new image appeared. Speculation is, is that it was the closing of the first album and the opening of the forthcoming album.

Full article here: http://www.theguardian.com/music/musicblog/2015/jun/02/the-1975-their-disappearance-was-a-stunt-yes-but-it-was-brilliant

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