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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?

PR Strategy & Campaign Planning: Prism PR

Thank you for the blog post Livi Wilkes and Solent PR!

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The 3rd years are nearing the end of their degree and last week they did their final presentations showcasing the work for their PR Strategy and Campaign Planning Unit in which they had three months to create a campaign for a real life client.
In the next 3 blog posts, you’ll see an insight into how three of the groups, Prism PR, Pristine PR and Gecko Communications, carried out their campaigns, their clients and their personal highlights of the unit.
In this post I spoke to Prism PR – Paige Hiley, Mathilde Trouillet, Stephanie Harris, Sophie Santandrea and Natalie Smith – about their campaign for Hamble Lifeboat.

Paige said: “We had a period of three months to put what we had researched, planned and constructed for the client into use, so we actually got to ‘do the campaign’ which was great because we often get to plan the campaign but…

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Hamble Lifeboat Documentary Project

Hello to all of my followers!

Firstly, I am sorry for the absence of writing on my blog site. This is for a mixture of reasons: 1) I have my Dissertation due in very soon and I have been working on that, to make it the best it could possibly be… 2) I have been back in my home town enjoying time with the family and I mean we all need a break sometimes and 3) I have been busy working alongside a team of four for the Hamble Lifeboat charity organisation, which is what I am going to talk about today.

During my time at University, I had never really been interested in working for a non-profit organisation or charity for my career. I have previously done some work with Ejector Seat music and arts festival for two years in a row and I loved every minute of it, but that is most likely due to my obsession with working within the entertainment sector for my career. Either way, for a university assignment we were tasked to work with a charity to produce a campaign that suited their needs. I must say Hamble Lifeboats stood out as soon as we saw the client list. This was purely because they had such an open mind about what they needed, meaning we were given the ability to do what we wanted and what we thought would boost their awareness of being an independently funded lifeboat charity.

As a result, we decided to create a promotional package for them along with a Documentary style video in order for the people who live around Hampshire to understand the amount of time and money that goes into the organisation in order to keep it a float… haha, a float! Get it?

Anyways… so yes, that is what we did. The Documentary is all completed now and here is the finished product!! Have a look and please donate anything you can to the organisation, they are inspirational men who take the time out of their personal lives to volunteer and help the community.

If you would like to donate, then please head to their JustGiving page here: https://www.justgiving.com/hamblelifeboat

Swiss Lips

I’ve never been the sort of person who would listen to techno or electro music, but after watching ‘Sunday Brunch’ on channel 4 last Sunday; I came across a band called Swiss Lips, who have slightly persuaded me to step in that techno direction. To be honest, I’d never heard of them before that encounter on ‘Sunday Brunch’ but I’m already hooked.

The 80’s Electro/Indie style sound that comes from the mixed instrument styles has that ‘catchy, I want to listen to this again but louder’ sort of direction. I then went onto their website and noticed they are supporting Bastille, another favourite of mine and I’m not surprised they are supporting as I was actually think the comparison is quite similar.

The song that got me hooked, which was the one that ‘Sunday Brunch’ added to their playlist, has such a striking chorus that reminds me of the phenomenal memorable Imagine Dragons ‘Radioactive’ chorus. The song called ‘Books’, has a techno undertone, yet still feels like an Indie classic.

Have a listen below; I think they’re a band to watch out for in the future. Definitely a new Imagine Dragons in the making, in my opinion.

Music PR: The need for negotiation

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I’ve always been a music lover, attending live gigs when I was younger with my Dad and then evolving my genres and experiencing live music from unknown small bands that no one has even heard of. For me, it paid off because the majority of the bands I got to see in small local venues are now big worldwide artists; artists such as Bastille, Royal Blood and Twin Atlantic. You can find some real gems within local venues, it’s just a shame that the majority of them are closing down because of a lack of interest from locals. However, it was this that pushed me into the music sector within PR.

So, what’s the point of this post?

I want to explore the music PR’s role and its link with negotiation.

The need for negotiation as a skill within Music PR’s is considered a must.

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What happens when a newspaper rings you up saying they have a negative story coming out about one of your up and coming artists who has generated a lot of fans over the last few months? Their career could potentially be ruined because of this story.

You negotiate with them! Offer them something better, because all they want to do is get readers. If your artist is releasing an album soon, launching a new brand or going on tour, allow them to have an exclusive piece of material in exchange. This, in most cases, can work wonders. Not only has that negative story blown away, but you have also just gained a new piece of publicity confirmed for the future. Sorted!

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Now this process could work differently for those well-known artists that are not currently in the limelight but are still household names. For example, the issue that arose with Cliff Richard and his house raid, this is a whole other issue. However, it can be controlled with negotiation with the press and releasing information in a timely, efficient manner so that press don’t speculate you’re hiding something.

This method was generated when I was apart of a mock PR team for a crisis simulation event, we used a similar process and when mistakes were made we learnt that keeping people up to date was the most important thing.

Now I have given you my advice, what is yours? You might not work within Music PR but what is your negotiation technique with the press, when dealing with negative situations?

Let me know below!

 

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Alcohol related deaths: Who’s to blame?

Who’s to blame when you think about the consequences of alcoholic related deaths? Is it just the person who is drinking? Think deeper within this ethical issue! Again, this is another post I helped contribute towards for my ethics group blog.

Ethics Issues PSSM

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Who’s to blame? We all have our own perception on the effects of Alcohol and whether it’s the person consuming it or something deeper that is to blame. Obviously for most people the first instinct is to blame the person who’s physically chosen to drink that drink but is there a deeper meaning to young people drinking too much alcohol?

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Being a young person myself, I see the influence of the media creating a big impact on the young generation of today. Many times my mother had said how ‘back in the day’ without TV’s and social media, there was a lot less alcohol related issues with younger people; there was no one to influence them in a mass amount. Nowadays there are so many influences from those forms of communications as well as our ‘idol influences’ that I don’t think you can put the whole blame onto the person…

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Gender equality: Is this really still an issue?

Another post I wrote for my group Ethics blog – This post focuses on gender equality within Football. Let me know your opinions, it’s a challenging subject that appears in the news often; it’s time to make a change.

Ethics Issues PSSM

We’ve come a long way as a nation regarding gender equality from the moment women were given the right to work, right to vote and men were recently given the right to longer paternity leave and gay marriage has also been legalised. Some might say it took us long enough to get to these stages but it still happened and it’s a something we should pride our-self in for realising the wrongs of gender equality and making it right.

However, as much as this has been an overall break through for the United Kingdom, there are still some people who’s minds, I don’t think, will ever change. They’re stuck in the past where women stayed at home and men acted as the bread winner. Unfortunately for them, getting away with it, isn’t an option. Especially if you’re a public figure.

The issue rose in May 2014 when the vice-president, John…

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Gatwick Vs. Heathrow…and the winner is?

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There has been an ongoing conflict between Heathrow and Gatwick airport recently, due to the proposed plans for expanding just one of them.

A combined £6 million has been spent on marketing campaigns alone and with this weekend’s news it seems the process could be starting to pick up some speed.

Yesterday, BBC news London published that budget airline EasyJet have confirmed they are backing Heathrow, even though their main hub is Gatwick. What was their reasoning behind the decision? They fear airport charges will increase for customers if Gatwick were to expand.

That’s bad news for a budget airline!!

Gatwick tried to fight their cause; stating it will create more competition for airlines resulting in the prices to lower.

It seems like a bit of an “It’s all about me and my needs” situation to me…

What about the other stakeholders involved? I know there is a public consultation process, where they listen to the public voices, but there is some controversy surrounding the authenticity of this.

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A representative from the Aviation industry has this to say…

“Overall Heathrow ticks all the boxes and in the short term is the best investment; it has excellent transport links and is situated within easy access from both the north and south and is already internationally recognised as the UK hub”

 

So who’s currently in conflict at the moment?

 

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It’s like a battle of the sexes!

 

The conflict has got so bad recently that Heathrow were reprimanded by the Advertising Standards Authority for making false claims about airport benefits with their expansion.

Just makes you wonder how much of the information is true? Are we all being conned into making the wrong decision?

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So how do we ultimately resolve these conflicts?

Well, there are three factors that each of the groups will be thinking about.

They’re…

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In regards to the ‘Rights’, no one party has the ‘Right’ to expand their airport and in terms of ‘Interest’, different parties are going to be fighting their cause about “how it’s going to help the airport”. The main aspect this vote is driven by is ‘Power’. Not the ‘Power’ of the airports, or the public or the airlines but ultimately the ‘Power‘ of the government who are making the final decision.

I personally think it should be decided through the ‘Right’s approach because it’s the fairest way. I also think a mediator should come into the process, as well as representatives from the public, airports and government bodies; to allow a fair multiple stakeholder decision.

Don’t YOU agree?

The government needs to sit down and listen to the airports representatives but also determine which airports position is most valid in these circumstances, with a mediator present to allow all thoughts to reach the table.

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Using a collaborating approach, the problem can be easily solved together amongst the different parties, fairly, equally and based upon actual facts and figures that will determine the best option.

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I guess only time will tell…

Take the Poll and let me know who you think will be the winner within this conflict!!

 

 

(All diagrams and images were either created by Paige Hiley or taken by Paige Hiley)

 

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The Turn Of The Budget Supermarket

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If my readers aren’t yet aware, I also contribute to ‘The Huffington Post’s’ Young Voice’s section – my latest blog post explores the idea and possible take over of the budget supermarket. It focuses on their christmas PR campaigns and how they’ve been able to target a new voice for the budget supermarkets during the busiest food shopping time of the year.

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Have a read and follow the link below.

http://www.huffingtonpost.co.uk/paige-hiley/budget-supermarkets_b_6492384.html

Courtney Barnett – PEDESTRIAN AT BEST

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(Image from Wikipedia.org)

It has been a long time since we have heard a mixed up rock piece from a female artist. As Courtney Barnett hasn’t released a full album yet, this teaser track ‘Pedestrian at best’ is a fantastic introduction to her lyrical genius. If you’re the sort of person who loves going to the NME tent at Reading and Leeds, then this is the sort of artist for you; and I’m sure she will grace those tents in the next coming years. Full of guitar riffs that hint explosions of sounds and an empowering husky voice filling the track with amounts of poetic phrases; it’s a great entrance for the artist.

The singer and guitarist signed to Milk! Records from Melbourne, Australia, is known for her ‘witty lyrics’ that resemble a ranting uncontrollable message and I’m hooked. If you are to look out for one female rocker this year, it’s Courtney Barnett. I’m anticipating great things from her this year.