The Importance of PR The Importance of PR 88thth October 2009 October 2009

Charlotte SpeedyCharlotte SpeedyDirector of Communications – Dogs Trust Director of Communications – Dogs Trust

TodayToday

• Applying big business PR principles to animal Applying big business PR principles to animal welfarewelfare

• Background to PR Background to PR • The differences between PR and advertisingThe differences between PR and advertising• The changing media landscapeThe changing media landscape• What makes the newsWhat makes the news• Examples of recent Dogs Trust PR campaignsExamples of recent Dogs Trust PR campaigns

My background My background

11 Years working in PR11 Years working in PR

At leading London PR agencies for a At leading London PR agencies for a wide range of commercial, entertainment wide range of commercial, entertainment and public sector clientsand public sector clients

Big Business ApproachBig Business Approach• With PR you can apply the same strategies for a With PR you can apply the same strategies for a

charitable organisation as a commercial brandcharitable organisation as a commercial brand• Unlike with other marketing disciplines you don’t need Unlike with other marketing disciplines you don’t need

big budgets or huge teams of people to conduct big budgets or huge teams of people to conduct similarly effective PR campaignssimilarly effective PR campaigns

• During a recession smart businesses scale back their During a recession smart businesses scale back their advertising and focus on their PR campaigns advertising and focus on their PR campaigns

• This presentation demonstrates how big brand PR This presentation demonstrates how big brand PR thinking can be applied to animal welfarethinking can be applied to animal welfare

• PR IS ONE OF THE MOST COST PR IS ONE OF THE MOST COST EFFECTIVE AND IMPACTFUL MARKETING EFFECTIVE AND IMPACTFUL MARKETING TOOLS AVAILABLE TO EVERY TOOLS AVAILABLE TO EVERY ORGANISATION – IF DONE CORRECTLYORGANISATION – IF DONE CORRECTLY

PR – Some BackgroundPR – Some Background

How much of what you read in the How much of what you read in the papers and see on the news is PR papers and see on the news is PR

generated?generated?

66%66%

What Is PR?What Is PR?

PR stands for Public RelationsPR stands for Public Relations

This means managing how a brand, This means managing how a brand, individual, product or organisation is viewed.individual, product or organisation is viewed.

It can be done well…It can be done well…

But it can also be done really really badly…But it can also be done really really badly…

““There is no such thingThere is no such thing as bad publicity”as bad publicity”

Whoever said…Whoever said…

Should speak to the ex brand Should speak to the ex brand manager of Dasani…manager of Dasani…

The PR MixThe PR Mix• Media relationsMedia relations• Public informationPublic information• Internal communicationsInternal communications• Crisis managementCrisis management• Public Affairs Public Affairs • EventsEvents• Investor/Member relationsInvestor/Member relations• PublicationsPublications

ABOVE ALL IT IS BRAND BUILDING ABOVE ALL IT IS BRAND BUILDING

Good Good PRPR

Good Brand Good Brand AmbassadorsAmbassadors

The Role Of PR The Role Of PR • To inform and educate people about a brand To inform and educate people about a brand

• To help spread the message about the positive To help spread the message about the positive benefits of a brandbenefits of a brand

• To promote the messages that a brand stands forTo promote the messages that a brand stands for• To help correct people’s opinions of a brand To help correct people’s opinions of a brand

• To ensure EVERYONE who works for that To ensure EVERYONE who works for that organisation is a ‘brand ambassador’organisation is a ‘brand ambassador’

There Is No Off SwitchThere Is No Off Switch

How Does PR Fit In?How Does PR Fit In?

Events

PR

AdvertisingDirect Mail

Fundraising

Sponsorship

Marketing

Brand licensing

PR -v- AdvertisingPR -v- Advertising

• PR & Advertising – What is the difference?PR & Advertising – What is the difference?

• AdvertisingAdvertising– Paid for contentPaid for content– You have complete control over what appearsYou have complete control over what appears

• PRPR– Editorial – your supply the information, the journalist writes the Editorial – your supply the information, the journalist writes the

feature or articlefeature or article– Very little control over what appearsVery little control over what appears– Limited cost required Limited cost required – Much more effective Much more effective

PR -v- AdvertisingPR -v- Advertising

Advertising says: Advertising says:

‘‘I’m wonderful’I’m wonderful’

PR says: PR says:

‘‘I hear you’re wonderful’I hear you’re wonderful’

Advert OverloadAdvert Overload• The average person is exposed to The average person is exposed to 237237

adverts in print, online, on radio or on TV adverts in print, online, on radio or on TV every dayevery day

• This is This is 86,50086,500 every year every year

• Increase by Increase by 44 for active people working for active people working and commuting in urban areasand commuting in urban areas

• So - I am probably exposed to So - I am probably exposed to 1,1851,185 advertisements every dayadvertisements every day

The Power Of InfluenceThe Power Of Influence

• The power of influence starts young – think of The power of influence starts young – think of children playing with a ‘must have toy’ in the children playing with a ‘must have toy’ in the playgroundplayground

• They are influenced by adverts but far more They are influenced by adverts but far more likely to pester their parents to buy something likely to pester their parents to buy something if a friend sings its praisesif a friend sings its praises

PR Cost – a pack of biscuits and a key ring

Advertising cost – £19,000

Dogs Trust ExamplesDogs Trust Examples

PR Cost – a telephone call Advertising cost – £36,104

PR Cost – a telephone call and dog treats for Charlie the dog

Advertising cost – over £700,000

3.15 minutes of TV coverage

PR ResultsPR Results• 44thth most read story on BBC Online on the day it appeared most read story on BBC Online on the day it appeared• Over Over 65 65 press articles in national and regional newspaperspress articles in national and regional newspapers• Over Over 100100 online articles reporting the news online articles reporting the news• 3,000 3,000 extra hits to the Dogs Trust website on the day the extra hits to the Dogs Trust website on the day the

news broke news broke • 1,0001,000 click-throughs to our press release when posted on click-throughs to our press release when posted on

Twitter and FacebookTwitter and Facebook• An ongoing relationship with a key children’s TV An ongoing relationship with a key children’s TV

programmeprogramme

The Changing Media The Changing Media LandscapeLandscape

20 Years Ago 20 Years Ago • People consumed the People consumed the

news through news through newspapers, scheduled newspapers, scheduled TV and radio bulletins TV and radio bulletins and by talking to friends and by talking to friends and familyand family

• National newsrooms National newsrooms were staffed with were staffed with hundreds of staffhundreds of staff

TodayToday• The day of the roving reporter chasing down a story The day of the roving reporter chasing down a story

by running around interviewing people is long goneby running around interviewing people is long gone• People expect instant news and journalists can’t People expect instant news and journalists can’t

afford time out of the office afford time out of the office • Journalists are now reliant on new stories coming to Journalists are now reliant on new stories coming to

them - rather than them finding the storythem - rather than them finding the story• This is a great opportunity that businesses This is a great opportunity that businesses

are fully exploiting and charities must tooare fully exploiting and charities must too

Instant NewsInstant News• Instant news means both instant Instant news means both instant

opportunities and instant issuesopportunities and instant issues• A positive brand story can be shared A positive brand story can be shared

with world in seconds BUT a negative with world in seconds BUT a negative piece of information can also be piece of information can also be spread to a global audience with the spread to a global audience with the same easesame ease

• Online websites are now far more Online websites are now far more likely to break a news story than a likely to break a news story than a traditional media outlet – i.e. the traditional media outlet – i.e. the death of Michael Jackson death of Michael Jackson

A News Story Can Live ForeverA News Story Can Live Forever

• Before writing a story a journalist will often check to Before writing a story a journalist will often check to see what has already been written on the subject – see what has already been written on the subject – the computer and the internet has made this a far the computer and the internet has made this a far simpler processsimpler process

• Once a story is established in the media it can be Once a story is established in the media it can be very hard to reverse – so it is important to get it right very hard to reverse – so it is important to get it right or correct it the first timeor correct it the first time

• Nobody ever checks old advertisements!Nobody ever checks old advertisements!

What Makes The News?What Makes The News?

What Makes The News?What Makes The News?

CONFLICTCONFLICT ENTERTAINMENTENTERTAINMENTINFORMATIONINFORMATION

What Makes The News?What Makes The News?• ScandalScandal• RoyalsRoyals• Cute and fluffyCute and fluffy • Celebrity & soapsCelebrity & soaps• SexSex• MoneyMoney• Public safety Public safety • People powerPeople power• Local interestLocal interest• Media friendly companyMedia friendly company

Above All – Human Interest

Google ZeitgeistGoogle Zeitgeist

This can be exemplified by looking at the This can be exemplified by looking at the 2008 Google Zeitgeist…2008 Google Zeitgeist…

UK Google ZeitgeistUK Google Zeitgeist2008 Global Fastest Rising 2008 Global Fastest Rising

Search terms Search terms • Sarah Palin Sarah Palin • Beijing 2008 Beijing 2008 • Facebook login Facebook login • Tuenti [Spanish Facebook]Tuenti [Spanish Facebook]• Heath Ledger Heath Ledger • Obama Obama • Nasza Llasa [Polish Facebook]Nasza Llasa [Polish Facebook]• wer kennt wen [German wer kennt wen [German

Facebook]Facebook]• Euro 2008 Euro 2008 • Jonas Brothers Jonas Brothers

News:News: if you don’t have it, if you don’t have it, you have to create ityou have to create it

Getting Dogs Trust in the Getting Dogs Trust in the MediaMedia

Our Audience?Our Audience?

• SupportersSupporters• Future supportersFuture supporters• Future rehomers Future rehomers • The media The media • Opinion formersOpinion formers• PoliticiansPoliticians• Fundraisers Fundraisers • Internal staff members Internal staff members

• OnlineOnline• National newspapersNational newspapers• Local papersLocal papers• Local TVLocal TV• National TVNational TV• MagazinesMagazines• Radio Radio • Friends & familyFriends & family

How Do We Reach The Media?How Do We Reach The Media?

• Re-activeRe-active– Journalists call us for a quote, a story, or Journalists call us for a quote, a story, or

informationinformation

• Pro-activePro-active– We think up ideas, stories, and campaigns We think up ideas, stories, and campaigns

and persuade journalists to cover itand persuade journalists to cover it

Parts Of The Puzzle Parts Of The Puzzle

At Dogs Trust

Post Dogs Trust Pre Dogs Trust

Details of dramatic rescueE.g. how was the dog rescued, were

members of the public involved,what did Centre staff do?

Asking for helpE.g. Centre urgently needs bedding,

volunteers, extra food, toys etc.

Area Related Dog‘London’s prettiest / ugliest/friendliest/

biggest/smallest/cutest dog’

The health benefit of dogs

Dogs with health conditionsE.g. 3 legged or deaf dogs who are

doing well despite their ailment

Link to Topical EventsE.g. Sports, films, award ceremonies

Support from Corporate/Celebrity Partners

Unusual breeds, sizescolours, crosses, weight

E.g. The smallest dog next to the largest dog

Litters of PuppiesE.g. Do they an unusual story, funny names, are they being hand reared,

is it a very large litter?

Old DogsE.g. Longer term residents,

The oldest dog at the centre, older dogswith older people

Funny/Topical Dog NamesE.g. Named after things linked to the

seasons & events [Noel & Holly at Christmas] Famous singers, celebrities,

sports stars

Cute /Brave StoriesE.g. Dogs who are best friends

with other dogs or other animals, loyalty to owner, bravery,

Anniversaries/ Reasons to Celebrate

E.g.. Staff member celebrating long service, 1000th dog rehomed

Centre EventsE.g. Open days, bring a dog a

Christmas dinner

Link back to the work of Dogs TrustSponsor a dog, microchipping,

neutering, education, responsibledog ownership, fundraising

Educating Dog Owners of Tomorrow

PR IDEAS

Seasonal

Link to topical event

Support from Corporate Partners

Topical or Interesting Names

Name ChangesName Changes

What has more impact…What has more impact…

• Drumpf Towers or Trump Towers?Drumpf Towers or Trump Towers?

• Polo by Ralph Lifshitz or Polo by Ralph Lauren?Polo by Ralph Lifshitz or Polo by Ralph Lauren?

Businesses constantly rebrand to make more Businesses constantly rebrand to make more impact as do humans…impact as do humans…

• Allan KonigsbergAllan Konigsberg

• Tom Mapother Tom Mapother

• Margaret HyraMargaret Hyra

• Frances GummFrances Gumm

• Reginald WhiteReginald White

• Maurice MicklewhiteMaurice Micklewhite

Woody AllenWoody Allen

Tom CruiseTom Cruise

Meg RyanMeg Ryan

Judy GarlandJudy Garland

Elton JohnElton John

Michael CaineMichael Caine

Chrissie & EvieChrissie & Evie

CranburyCranbury

Bjorn & BorgBjorn & Borg

Sven, Goran and EricksonSven, Goran and Erickson

Dogs with health conditions

Snowball & MegSnowball & Meg

Weasel Weasel

Unusual Dogs

Britain’s Ugliest Dog

ResultsResults

• Over 500 phone calls on the day Hubble Over 500 phone calls on the day Hubble appeared on TVappeared on TV

• Over 100 offers of a new home as far afield Over 100 offers of a new home as far afield as the US and Switzerlandas the US and Switzerland

• Hubble has a new home and is settling in Hubble has a new home and is settling in well with his owner – good follow up story toowell with his owner – good follow up story too

Piglet

Charlie & BarneyCharlie & Barney

The Walking Mat - MathersonThe Walking Mat - Matherson

After….Before…

Fundraising

My Life As A DogMy Life As A Dog

Three opportunities for coverage

Unusual Size

Life after Dogs Trust

Public Affairs Campaigns

What is Public Affairs?What is Public Affairs?

Compulsory MicrochippingCompulsory Microchipping

InternalCommunications

Internal CommsInternal Comms

Dogs TrustMessaging

Dogs Trust Key MessagesDogs Trust Key Messages

• We never put a healthy dog to sleepWe never put a healthy dog to sleep• A dog is for life, not just for Christmas is our slogan A dog is for life, not just for Christmas is our slogan • Dogs Trust is Europe’s largest dog welfare charityDogs Trust is Europe’s largest dog welfare charity• We have 18 Rehoming Centres across the UK and IrelandWe have 18 Rehoming Centres across the UK and Ireland• We look after over 16,000 stray and abandoned dogs each yearWe look after over 16,000 stray and abandoned dogs each year• All our dogs are fully vaccinated, microchipped and neutered All our dogs are fully vaccinated, microchipped and neutered • We help educate the dog owners of tomorrow with responsible dog ownership We help educate the dog owners of tomorrow with responsible dog ownership

workshopsworkshops• We are not government funded and all our income is donatedWe are not government funded and all our income is donated• Our kennels are world leading Our kennels are world leading • We are heavily involved with lobbying and work closely with the Government We are heavily involved with lobbying and work closely with the Government

to improve animal welfare standardsto improve animal welfare standards• We carry out microchipping and neutering campaigns in key areasWe carry out microchipping and neutering campaigns in key areas

Our ApproachOur Approach

We doWe do• Celebrate man’s relationship with dogs and the wonderful Celebrate man’s relationship with dogs and the wonderful

things they do for their owners things they do for their owners • Focus on their ‘Dogs Trust’ story Focus on their ‘Dogs Trust’ story

We don’t We don’t • Show distressing ‘before’ pictures of mistreated or dogs in pain Show distressing ‘before’ pictures of mistreated or dogs in pain • Use shock tactics to get press coverage Use shock tactics to get press coverage • Show dogs behind bars Show dogs behind bars

Thank You For ListeningThank You For Listening

Any Questions?Any Questions?