2016 ANNUAL CONFERENCE

8 MARCH 2016

Tracy Jones

Today, I am going to....

• Tell you who I am and how we’ve been working with Visit Essex

• Give you some practical advice on how to maximise PR for your own business

• Share key do’s and don’ts from bloggers and social media stars

Who are we? • Brera is a renowned PR & Marketing agency working in close partnership with local, national and

international clients

• Husband and wife team Adam and Tracy Jones have a combined experience of over 40 years at the highest level

• Based in Barling Magna, just outside Southend-on-Sea

• Locally we work with London Southend Airport, Freeport Braintree, Essex Book Festival, Adventure Island and many more... including Visit Essex

• Nationally we work with The National Gallery, Oxford University Press, Jerwood Gallery, Compton Verney, Root1066 Contemporary Arts Festival … and many more

• Our motto is ‘Stylish and unique solutions for business objectives’....

Some of things we’ve done for Visit Essex

How to .... Maximise your PR

Marketing and PR

•Paid for coverage •How much you want, where you want it, when you want it and how you want it. But you pay £ for it...

•Advertising & promotions

•Earned coverage

• Buzz, Word of Mouth and social media

• It’s free – but the journalist is in the driving seat and not you •Consumers ‘believe’ the news more than paid for advertising.

•Media stories and features

Effective Communications

The first rule of doing PR

When to use PR?

-Have you got a news worthy story to tell? Test yourself – is it one YOU would read if you saw it in a newspaper or online?

-Is the answer is no – then go and buy an advert

Or can you create a news story with a PR stunt.....?

Journalists are REALLY busy people...

• Is it local, industry, national media? • Are you talking to the right person?

• Are you talking to them in the right way?

Know your audience...

The Golden Rules of Press Release Writing

Why are you telling me this?

Why should I care?

Have you answered all these questions?

WHO? WHAT?

WHERE? WHEN? HOW?

Check, check and check again ...

•Always send out a print quality (300 dpi, high resolution), NEWS image with your press release • A news image is not stock image you’ve used in marketing. It’s one that tells the story but is original, often quirky – one that makes people look •What else can you offer? Content is KING

Picturing the story....

Next…

• Talk to people

• Don’t be scared of journalists…!

• Be persistent, but not pushy

Sshhh – here’s a secret....

People love freebies...

Be social....

It’s a brilliant form of PR It’s free (usually, though that is changing…)

And no – it is NOT hard to use, or scary Give it a go!

Take Three Bloggers…..

Do’s….

DO..

-Spend just a few moments researching and looking over the

bloggers channels. Understand their vibe. Does what you are

suggesting fit?

- By spending just 2 minutes researching you won’t waste time

emailing the wrong types of influencers AND you can

personalise the email.

-Bloggers get lots of emails and if they aren't personalised then

they often will presume that you're not that bothered....

DO...

-Be clear right from the word go what coverage you expect

-It's lovely to be invited to a spa or restaurant - but when bloggers get

an email a week later asking why there wasn't a dedicated blog post /

Instagram / video following the visit it is really annoying for everyone

DO...

- Create hashtags - especially if you're organising an event or a trip. It's

the best way to make the content discoverable and create momentum.

(Example - search #paintedlondon on Twitter)

-Share the hashtag beforehand with everyone involved

- Ensure people have your social media details before any event to

maximise coverage.

- Make sure there is free WiFi & everyone knows the code!

PS - Share all content from bloggers on your social networks - it makes them feel happy and

appreciated and it gives you more proof to your followers about how darn awesome you are!

DO...

- Allow time for bloggers to create their own content. Blogs are personal

so they need time to take their own imagery in a way that journalists and

traditional media don't.

PS – Do make sure you have decent high-res promotional photos of people having a good

time in your venue, getting close up with your most interesting collection objects. Don’t use

infographics – bloggers hate them.

Top Tip - If your event has a visually exciting element that can be photographed, consider

setting aside time for an Instagrammer meet up. Perhaps in the morning or at a time when

the light will be good?

DO...

-Treat bloggers and journalists exactly the same.

-All content is equally as valuable, just in different ways.

-Bloggers are the same as journalists, just a 2016 digital-

savvy version.

FYI – with 310k readers, Culture24 has almost double the readers

of The Guardian (164k)

Don’ts….

DON’T...

-Choose which bloggers you'd like to work with based solely on social media

followings.

- Buying followers and likes is hideously rife in the industry, so your best bet is

to ask for a media kit *

DON’T...

-Expect a blogger to write about your company without being able to test the

product / try the experience / stay at the property.

-Blogs are all about personal experiences and what that person has been up to

so they will not recommend something they haven't trialled

*Is there a monetary cost to you?

DON’T...

-Leave it too late to reach out – just like traditonal media many bloggers plan

their editorial schedule over a month in advance.

-Don't try and call a blogger. Or Facebook message. Or Whatsapp. Or leave a

comment on an Instagram. A classic email is your best bet at a response.

-Don’t ignore what else is going on around you. If you and another venue are

competing for the same audience, could you create a joint offer? Can a hotel,

restaurant and theatre work together?

DON’T...

- Offer pre-written guest posts. The blog is about the voice

of the blogger and it's rare that a blogger will accept

anything pre-written by someone else. Even for a decent

fee.

DON’T

-Despair if you can’t get bloggers to come along to your big event..

-Could you offer them a behind the scenes sneak preview that they

can write about in time to boost the ticket sales of your actual event

/ opening / launch?

DON’T...

-Forget to track your stats. Record baseline measurements of how

many people are on your mailing list, visiting your website, following

you on social media ahead of your campaign

-Track whether your activity actually leads to more engagement,

clickthroughs and ticket bookings.

And Finally...

And here is one I prepared earlier........

https://www.youtube.com/watch?v=NvTySa0junY

Tracy Jones

01702 216658 / 07887 514984

tracy@brera-london.com

www.brera-london.com

@tracybrera

Brera PR & Marketing

Tracybrerapr