Tag Archive for: Trina McColl

A day in the life of a PR professional

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While Public Relations is certainly a profession most people know of very little understand what we actually do and what happens day-to-day. A common misconception is that we are always ‘lunching’ and basically having a jolly good time putting on parties. True this is a very simplified and ignorant view of the industry but I have certainly heard it ‘joked’ about on more than one occasion in my career, so today we will take a quick look at a few fundamental things that every practitioner does each day (well at least at Ignite PR & Marketing we do).

1) Plan the day: Time is money so a review of the day ahead, the priorities to conquer and key deadlines to meet that day will ensure the next 8 hours are productive and efficient and maximized for both the client and agency.

2) Media Monitoring: One of the key aspects of our jobs is ensuring we are abreast of current affairs that may influence our clients’ brands or provide great fodder for a story opportunity, so scouring the key news sites, local newspapers, industry blogs and newsletters is an integral part of a good account manager’s job.

3)  Writing , Writing , Writing : No day is complete without a few solid hours of research, interviews and writing covering items like press releases, blogs, newsletters and social media entries to name but a few.

4) Pitch and follow up: Most days time will be spent pitching a story to media with the aim of achieving media coverage to satisfy our clients’ voracious appetites for being ‘seen’ in the market place. Of course it’s all targeted media, so time is spent qualifying the media contacts and ensuring each media receives a story that is relevant to the publication. Sometimes it will work but on the whole a ‘cookie cutter’ approach won’t generate the right results.

5) Client Relations: Clients are our bread and butter so ensuring they feel ‘loved’ is a very important part of a PR professional’s job. Nothing replaces face-to-face communication but given most agencies will work with clients across Australia it is important to be proficient communicators via phone, email and Skype is important. At our agency each manager has multiple clients to work on each day so we have a rule of thumb of a least 3 points of contact a week (if not more).

PR is an exciting and challenging career but there is a considerable amount of time spent behind the desk strategising, writing and working towards helping clients fulfill their communication goals. I’ve never worked in-house but consultancy life is fast paced, challenging, thoroughly enjoyable and satisfying. It’s not a good choice for people who can’t work under pressure but if you hate being bored and like seeing the difference your work can make, PR is a good choice.

Why businesses should consider outsourcing PR

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When it comes to marketing your business, there are a number of specialist areas that need to be looked at including graphic design, marketing and public relations. Whilst you might be able to do the basics in-house, there is expertise attached to these specialist areas. Here are a few reasons why it’s worth investing in your PR rather than DIY-ing it:

1)      We’ve got years of experience and expertise: chances are we’ve done it all before, we’ve written the press releases, we’ve done the media training, we’ve spoken to the journalists, we’ve pitched the stories – we’re doing the job day in, day out, for a varied client list.

2)      We can bring something new to the table: coming from an outside perspective we can put forward new ideas, different ways of doing things and challenge the way you do things ‘just because’. We’re there to make your business grow so we can grow too.

3)      You can get results without another ‘mouth to feed’: the breadth of our experience means that we are often more cost-effective than it would be to get the person/ people necessary in-house to cover all the tasks we can undertake.

4)      We can react fast: if something needs turning around quickly, if you need more hands on deck, an outsourced company should have the extra resource and capability to turn that around for you.

5)      We can help upskill your team: working closely side-by-side should mean that your in-house team learns more and more about PR and what it can achieve for your business.

Outsourcing is an investment and it’s important to weigh up the pros and cons before taking that step otherwise you may end up resenting the company that is working for you, rather than using them to their maximum potential and allowing them to work with you and integrate with your team.

The best time to get in the PR experts is if you’re running out of ideas, if you don’t want to make a long-term commitment initially and dip your toe in the water, if your in-house marketing team is overworked, if your head office and marketing function is overseas, if you’re a start-up business and focussed on the core business, if you want to inject fresh ideas and new skills.

But if you choose to go down the path of outsourcing you must be very clear about the objectives and how you will measure success, i.e. what the desired outcome is. It’s important for you to meet the team who would be working on your ‘account’ – you should get on with them and they should have the enthusiasm and skills necessary to deliver.

The best PR agency-client relationships are partnerships where the business is open and honest with the PR consultancy – being up front about business objectives, praising good work, working alongside the agency team and keeping them informed of everything happening in your business.

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BRW’s five questions to ask a PR firm

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Last year, BRW wrote an article about some of the top PR firms in Australia, as part of that article it recommended five questions to ask a PR consultancy before considering appointing them. We thought it would be a useful exercise to give you our answers to those questions.

1)      Have any of your staff worked as journalists?

Yes, our senior account manager is trained as a journalist and spent several years working as a journalist and newsreader in FM radio.

Many of our account managers have journalism or communications qualifications, ensuring they know what makes and how to write a good story. And all our staff are tertiary trained in either journalism or public relations writing.

2)      What is your approach to developing a PR strategy?

We sit down with the prospective client and ask why they think PR is a good idea for their business and try to determine what their underlying business objectives are. These questions are critical because if a client is just interested in launching or promoting a particular product, for example, and looking for instant enquiries / sales, then advertising may be a more effective option for them. However, if the client is looking to increase the brand awareness and reputation of their organisation, this is where PR can be most effective.

The most important question is almost always “Why do you feel your business/ organisation needs PR?” the answer to this question often determines the direction of our strategy.

With a clear idea of their business objectives and expectations, we go back to the Ignite team and open the discussion up for ideas generation on the best strategy mix for the client. Given that we specialise in the franchising industry we may, for example, choose to focus our efforts on a number of different parts of the industry depending on the client needs. These might mean we develop a plan that incorporates activity targeting consumer media (for a retail product), business media (for corporate level exposure) and franchising media (for franchise business development).

The strategy mix depends entirely on the client’s industry and their objectives.

3)      Who would be working on my account?

As a rule our clients have at least two people working on them at all times. This usually consists of a senior manager or director, who handles the contact with the client and more complicated content, while an account manager may handle some of the simple content and background work.

However, all staff within the agency are briefed on the details of all new accounts, so are able to step in quickly to work on content if required.

4)      How do you measure results?

As any good agency should: in a variety of ways.

To start with, if we are talking about straight ‘column centimetres’ PR then it is possible to measure what is called Advertising Value Equivalent. This is good for clients as it gives some measurable numbers from a return on investment point of view, but it also only tells about half of the story and should not be used as the only measure of success.

It’s one thing to achieve a large number of clippings, which add weight to an AVE measurement, but if these clips are ‘off message’ then their value is negligible. We also run qualitative analysis on the key message statements of our clients to make sure they are appearing in the coverage they are receiving.

Finally, we run quarterly client satisfaction surveys to ensure our account management staff are performing at the highest possible level. Our aim is for our clients to feel that they have their own in-house PR and marketing manager and these surveys are the best way for us to ensure that this level of service is always being delivered.

5)      How proactive is your team?

In our client surveys, one of questions relates to ’proactive ideas generation’ and this is a key factor on which staff are selected for the agency. As a boutique agency with smaller staff numbers, it’s vitally important that everyone in our team is able to think on their feet and come up with creative, out-of-the-box ideas, not only for addressing client needs, but also to harness opportunities, especially in the media arena, which may not be immediately obvious to the client themselves.

New edition of ‘Ignition’ out now

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The latest issue of our newsletter, Ignition, is out now. You can read it here. Email trina@ignitepr.com.au if you want to be added to our mailing list.

Five ways to maximize your agency spend

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Spending hard-earned money to hire a creative or public relations agency is a big decision for many small business or franchise owners. If you are paying someone else to help you build your business (especially when you might not be paying yourself) you need to make sure you are getting your money’s worth.

Here are five ways to ensure you are getting the most out of your agency spend.

1)      Get your agency to manage the liaisons and marketing collateral with designers. There are some good designers out there but there are also many who will chew up your precious time and consistently fail to deliver. Agencies only use designers they can rely on as their livelihood depends upon it. Agencies are also skilled at handling erratic creative types, so give them the brief, then hand over the responsibility to save time and money. Don’t attempt to do your own logo unless you are a graphic designer.

2)      Let your agency be creative. You hired an agency to help you build your brand, obtain publicity and to generate awareness. Agency staff  know what they are talking about and are results and service orientated. Trust them to do their job to help deliver you the best outcome. If you aren’t going to let them have any creative reign, don’t hire them in the first place.

3)      Attend agency functions and events. If your agency puts on an event to show gratitude for your business make sure you turn up with an open-mind and ample business cards. Agency events, whether social or educational, provide excellent opportunities to network with other results-orientated businesses and can be a great way to expand your network. It can also be a great opportunity to learn something new and enhance your skills.

4)      Be open to new ideas.  What’s the point in hiring people to help you grow your brand if you are going to shut down everything they say? Some of the best ideas have come out of agencies. Listen and give them a chance to prove their worth.

5)      Get your agency to negotiate media buying and advertising for you. As well as having strong relationships with designers, most agencies will also have excellent relationships with advertising representatives. This means they have more power when negotiating deals and know how much they can push ad reps to obtain maximum value.

Good photography pays in PR

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A while ago we discussed the importance of having appropriate photographs for press purposes (visit our previous blog here). Having a quality photo ready for media purposes can often make the difference between securing a full page feature or receiving a small mention in an article. Keeping journalists happy is our number one job so having the right tools to do this will enhance the results generated.

The only challenge we face in selling the idea to clients is that professional photos come at a price however, there are a myriad of ways to use the images and ensure you get the most value from a shoot.

Save on creative design

Purchasing photos for business use from sites such as iStock can be a nightmare. Royalty fees are often excessive (depending on the medium) and you can be charged per use making it an extremely expensive exercise.  The other danger is you are not guaranteed exclusive use of a photo and other brands could share your ‘unique’ identity. Hiring a photographer to take shots of events, staff, services, products or property will actually save you money in the long run and ensure any images will be better suited to bring your brand to life.

Fake paparazzi at events

Even a hint of free publicity is enough to make any CEO or businessperson smile. Though they aren’t ‘real’ paparazzi, professional photographers at your event will make guests feel special. Send the pictures onto the media later for post-publicity or use the images for future invites/ marketing materials. They can also be used to populate your social media sites.

Brilliant branding

Don’t make the mistake of cheapening your brand by using inferior product images in catalogues or other marketing materials.

A picture can tell a thousand words so make sure your product pictures don’t say ‘average’. A good branding photograph will often convey a ‘mood’ to build a strong emotional connection to your product.

Poor branding, poor positioning, boring, unprofessional

Shot 1: Does this make you want to buy this product?

 

Shot 2: Does this make you want to buy the product?

For more detailed information on photographs and a full list of official commercial photographers, visit http://www.aipp.com.au/

Connecting with your social media community

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With the continuing evolution of the social media sphere, we are finding more and more clients are looking towards social media networks to generate leads and raise awareness about their brand.

However, the way most companies are approaching social media is fast and furious.

You can rush things through to catch up with everyone else but if you haven’t thought your approach through properly you won’t get the desired results.

For some this topic might seem a bit ‘101’ Social Media but we continue to come across businesses that don’t really understand how it works and the power it possesses in influencing a brand positively or negatively.

Social media is a real-time medium that has to be approached differently to other mass-advertising channels. Social media networks are more about the ‘soft sell’ rather than the hard sell – no-one likes being sent hundreds of spam emails or receiving unsolicited telemarketing calls – and your social media community is the same. Blatant advertising material on social media channels is unacceptable as most people have joined for a bit of fun. The exception to this is when it is a specific promotion page and people are aware of this when they sign/ join up/follow.

With this in mind, it is important to have clear objectives for why you want your brand or business to engage in social media. Is your target market reached easily via this channel? It’s not good enough just to be ‘on’ it.

Brands can benefit  from building genuine connections with the market on social media but it needs to be consistent with the overall marketing strategy, which includes integrating above and below the line elements. Social  media requires a a long-term commitment but there are a few things you can do to engage fans quickly and easily. Simple things like asking questions or running specific online promotions through applications are two strategies that encourage engagement.

Roger Federer is one of the biggest sports brands in tennis (and sport in general). Part of the reason he continues to remain popular with both sponsors and fans is through his innovative approach to social media. Roger and his team consistently put in efforts to connect with his Facebook & YouTube fans and this has paid off with his number of Facebook fans recently hitting 4, 811, 836. His comments and videos regularly attract feedback in the thousands. I am sure many of you are aware of his recent video for Gillette, which went viral on the internet

The screen capture below is a great example of a recent post he made calling  for fans to ask him any questions they would like answered. Note: this one post attracted 9, 261 comments and 13, 9223 ‘likes’ – one of his less popular ones!

'The Fed' is a social media ace

 You will notice it actually seems like Roger himself is using this page – it is not all marketing material and this is a key element in its success as a fan page.

As a business owner it’s important to start with the end goal in mind so before doing anything consider what you really want to achieve in the social media sphere then act accordingly. Do research, check what competitors are doing and ensure you are familiar with social media tools so you can truly understand how it works and can be applied for your business.

If your business is already engaging in social media, assess how successful it is and  make sure there are consistent efforts to engage and connect with the online community.

Social media is a powerful communication tool but it is not a one size fits all medium.

The franchise tug of war – maximising PR for franchisee and franchisor

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 Ignite PR & Marketing works with a wide variety of franchises and one of the key elements of support we provide is generating publicity for franchisees at a local level.

Specialising in providing public relations for franchises is at times a difficult task due to the complexities involved with managing the relationships and expectation of both the franchisor and franchisee.

A common issue we come across involves managing media for individual franchisees. Sometimes this process is laboured as franchisees may not deem a PR project a priority over the day to day running of their business. Sometimes they don’t return calls, approve press releases promptly or assist us in providing the right information to make a strong story. The franchisor will still expect strong results but we have found they can help the relationship, and maximise the power of PR for franchisees.

The most successful franchise companies let their franchisees know the value and importance of media coverage. They hold media training days, Q&A sessions and brief franchisees on the importance of wearing correct uniforms during photo shoots etc. They inform the network of media releases going out on their behalf and assist them as much as possible. It is crucial the franchisor communicates what public relations campaigns they are running with franchisees so they know how to deal with media when they call.

So what can be done to ensure both parties get the most out of utilising a PR agency for franchising development?

Franchisees can inform the PR department of any interesting community events they may be sponsoring, return calls and enquiries to the media or agency promptly and assist in developing or sourcing information for stories. They can make sure they represent the brand and company well (ie. keep logo/brand in shot in photographs etc). And be willing to be involved in any media opportunities thrown their way.

Franchisors can keep all current contact details up to date for franchisees, ensure that they have accurate and current high resolution photographs on file of each owner, inform franchisees of the PR company they are working with and also email out appropriate media releases to franchisees so they are across all media opportunities. It is also a good idea to hold some basic media training at your national conference so franchisees understand what is expected of them and are aware of how effective media coverage can be.

Ignite PR & Marketing specialise in providing PR for franchises and can help raise awareness of your brand. If you have any questions about franchise PR, please feel free to contact us on 07 3368 1650.

 

Ignite PR & Marketing talks PR for franchises

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Trina McColl MD of Ignite PR & Marketing was recently asked to share her experience and advice to help franchises maximise the power of PR. We work with a number of franchised brands across Australia and it provides a really rich foundation for generating awareness as franchised business are always active and growing. Check out the link below for the full article.

Brand Ignition