10 Yetis PR News
Hello there PR Peeps, As always, Nick here with Monday's Good and Bad PR Awards, I hope you all agree!
I think we'll have to start today with a light-hearted number from the recently troubled retailer, Tesco.
When two students recently attended their film night, they were shocked and appalled to find that their favourite brand of popcorn was sold out in their local Tesco. To express their dissatisfaction, the articulate students complained in particularly creative fashion, by penning a sonnet directly to former Chairman, Sir Richard Broadbent, which highlighted just how sad they were at the lack of popcorn.
In spite of their recent financial faux-pas', Tesco responded in superb style (albeit 2 months later), by composing their very own poem, in which they informed their customers that they could find their preferred popcorn flavours at other stores nearby.
Now those cynical/discerning folk among you will feel this might have a whiff of a stunt about it, but that wont matter as it has clearly grabbed the attention in a positive light they were after and if it wasn't, well then bravo to Tesco for a fine display of customer service.
Image courtesy of the Daily Mail
Today's Bad PR is being awarded to the Lawrence Llewelyn-Bowen designed winter wonderland 'The Magical Journey' at the Belfry Golf Club in Warwickshire.
The attraction had been billed as 'the most amazing experience ever seen' for kids as the excitement of Christmas builds, however, the experience was never fully finished, yet opened it's doors. This was followed by thousands of complaints from disgruntled parents after the key attractions were either broken or not managed properly leading to extensive delays, elves were seen actively smoking by piles of rubbish and parts of the experience were not decorated at all, all for the costly sum of £75 for a family of four.
As a result, the attraction was closed after just one day and the Event Director's ill-appreciated comment that he hoped visitors would not notice the lack of completion will only serve to turn potential visitors off, even though the experience plans to re-open on Wednesday.
Surely better to delay the launch than the jeopardise the whole season...
Images courtesy of the Daily Mail
To subscribe to our super-fricking-awesome 10 Yetis Newsletter just click on this awesome link and follow the onscreen instructions: http://10yt.is/NL
|Nick Sadler posted on 24/11/2014|
If you've decided to take the leap and outsource your PR activity to a public relations agency, whether you've tackled it in-house previously or you haven't done anything before, you're probably going to have some kind of pitching process.
The agencies you invite along will turn up armed with their very best persuasion techniques and a whole list of successful campaigns they've handled to brag about, as well as a hypnotherapist to put you under and convince you that they are the agency you need to work with. Relax, I'm kidding. We've only ever done that once.
Anyway, as a potential client of said agencies, there are certain things you should come to expect to see in a PR pitch; certain snippets of information that you should get given. The sign of a good PR pitch is that you won't really have many questions to ask after the agency has run through their proposal or ideas, because they explained everything clearly.
So, what exactly should this pitch include and what should you expect to see once you've let the agencies get a foot in the door? Here is our comprehensive list of what to expect and what to ask about if something from this list seems to be missing:
1. Does the Pitch Match the Brief?
If you've provided the PR agencies that you've invited in to pitch with a brief, make sure their pitch covers everything you may have asked for within that document. If the team stood before you, all puppy dog eyes and 'please pick us', fail to cover a number of the points in your brief, it probably means they either haven't read it properly or they have conveniently forgotten to put a few points in their presentation because they have nothing impressive to offer on the matter.
2. Team and Agency Details
Any PR proposal or presentation should include some information about the agency, such as how it started, how long it has been running and some agency highlights from the last few years. Has the agency won awards and, if so, what far? How big is the agency? What is the agency's structure? There should also be a 'meet the team' section of the presentation, so you can learn a bit about who works at the agency and what their varied experience may be.
Although it sometimes seems odd when a PR agency presents back to you the objectives you've told them about or put in your brief, the agency should always recap on these points. This is a sign they've taken your objectives on board. Sometimes, the agency will include a GAP analysis to show they understand what stage your brand is at currently, where you want to end up and how to get there through the power of PR.
4. Case Studies
If you've done your homework, the agencies that you've invited to pitch for your account probably have experience in your sector or industry. However, you should always expect to see some example case studies in a PR pitch that are relevant in some way to your company. For instance, if your business is in the fashion sector, you should expect to see some examples of when the agency has carried out PR activity that has involved fashion publications and titles. This is a good indication that the agency will do well for you, so if the agencies haven't worked in your sector before it probably means they don't have the good contacts they will need to get you decent coverage.
As well as the case study examples, the agency should also present to you some of the coverage they have achieved for these clients. It is all well and good them telling you they've handle campaigns in your sector before, but if that activity didn't actually achieve any media coverage it doesn't really mean anything. Expect to see a few coverage examples that they have secured.
6. Target Media
Talking of good contacts, the agencies pitching to you will also need to show you the target media they would reach out to if they were to handle your PR campaign. This will never be a completely exhaustive list, because there will always be too many to mention, but the agency should always demonstrate that they understand who your target audience is and which media titles they would aim to secure coverage in for you.
During their pitch, the agency should put forward some suggested ideas. This will usually be a few suggestions that will give you an idea of what kind of activity they would carry out. This is the part that's really meant to impress you. You'll know at this point if you're on the same page as the agency and if you could get along with their way of thinking. If the ideas are way off the mark, it'll help you make a decision.
8. Example Plan
Alongside the suggested ideas, you should expect to see a template of a campaign plan. The agency will lay out how the activity would fit onto a timeline and could either be a week-by-week plan or split into months. This won't always be completely detailed, unless a contract or NDA has already been signed, but it will help you to know what to expect should you decide to work with them.
Before you invite the agency along to pitch, you should give them some indication of the budget you have set aside for PR activity. This will prevent situations whereby you end up speaking to agencies with fees you simply cannot afford. Once the pitch is underway, you should be given some indication of what the agency would charge for the activity they've suggested. If they've left you in the dark about their prices, make sure you ask the question.
10. Other Services
If you've just invited the agency in to discuss PR activity, they should also tell you about other services they offer. This could include activity such as social media campaigns or advice, wider marketing services, video production/editing or other offerings. If you're looking to outsource some of the other activity they mention they could do, it makes sense to keep as much as possible with one provider.
That's all folks! If you have some agencies lined up to come along for a PR pitch, keep these ten points in the back of your mind and check that it's all there in their presentation.
|Shannon posted on 24/11/2014|
Happy Friday folks! The 10 Yetis crew are off to the CIPR awards do tonight, so watch out Bristol! Kick off your weekend with my take on Good and Bad PR! Scott :)
Today's Good PR award goes to First Great Western who have launched a campaign to get all of the lost teddy bears from their lost and found back to their rightful owners.
As someone who lost their favourite teddy bear on holiday when they were younger (I still haven't forgiven you Dad, if you're reading...), it's life changing to lose your favourite bear.
It's a great campaign by First Great Western, which will get them some great coverage and a positive name.
Today's Bad PR goes to Dave Whelan and Wigan football club.
The north-west based club have hired shamed former Cardiff manager, Malky Makay, as their new manager. Makay is, of course, still under investigation for racist and sexist text messages he sent whilst manager at Cardiff.
Despite this, Wigan have hired him and Dave Whelan has thrown in his own dubious comments. Whelan has stated that 'Jews don't like losing money' and that 'Chinks' is an acceptable phrase for Chinese.
|scott posted on 21/11/2014|
Happy Thursday PR fans! It's Scott here to bring you today's take on Good and Bad PR. Today's post contains both good and bad celebrities. Enjoy!
We all know about this year's Band Aid effort, which is undoubtedly brilliant.
There has, however, been an attempt to rival it this year by UNICEF. The children's charity have gained permission to use John Lennon's Imagine from his widowed-wife, Yoko Ono.
The latest track of Imagine contains countless global stars, such as Katy Perry, Will.I.Am and Nicole Scherzinger. It also allows a viewer to sing their own line for the track, making this the World's biggest sing-a-long.
The song is to celebrate the 25th anniversary Convention on the Rights of the Child.
Today's Bad PR heads to the I'm a Celebrity Jungle over in Australia. Gemma Collins, 'star' of the reality TV show TOWIE, has left the jungle after only 3 days.
The pampered wanna-be couldn't even handle 3 days in the jungle - claiming that she loved herself too much to put herself through the jungle experience.
If this all isn't bad enough, the reality TV actress is set to pocked £40,000 based on her 3 days there. 40,000 thousand ponds!!!! Most people dream of this as an annual salary, yet Collins received this for being a total wimp after 3 days. Ridiculous!
|scott posted on 20/11/2014|
Morning everybody, Lauren here to bring you your Tuesday slice of good and bad PR.
It's got to be a good day over at Marks and Spencer HQ this morning after it's been revealed that they have been shopping for a new Finance Director in the form of Helen Weir, currently the finance chief at John Lewis.
Already considered a massive City heavyweight, Weir spent nearly almost ten years at the Kingfisher, who own B&Q in senior finance positions before becoming finance director at Lloyds Banking Group in 2004. She led its retail division in 2008 but left in 2011 after missing out on the top job to António Horta-Osório. She was later denied part of her bonuses by the bank after the payment protection insurance misselling scandal.
It's a very interesting move on M&S's part to hire an ex John Lewis bigwig, especially considering that in recent years John Lewis has been successfully closing the sales gap with its rival. A decade ago, sales at John Lewis Partnership, owner of the Waitrose chain, were just £5bn; at M&S they were about £8bn. Today the UK turnover of both chains is in the region of £9bn.
It's being reported that Miss Weir will bring home a basic annual salary of £590,000 (KERCHING!) but due to her current contract at John Lewis, she will not be able to start her new role for another six months.
Not a great day for Peter Andre this morning, after it's being reported on the Mail Online that fans are calling for him to lose his deal with Iceland after some inappropriate jokes were made during last weeks episode of controversial ITV2 show, Celebrity Juice.
The Australian singer, best known for his 1996 hit 'Mysterious Girl' has recently been starring in a series of television and print adverts for the discount supermarket, in a deal that has reportedly made him quite the chunk of money. However, during the recorded episode as host Keith Lemon was taunting fellow guest Olly Murs for having recently won 'Rear of the Year', something which he was clearly embarrassed about, Peter responded by saying:
"Olly, dude, you don't need to be embarrassed, I've done an Iceland advert."
Team captain Fearne Cotton and Gino D'Acampo looked visually shocked by this attempt to get an audience laugh from the 41 year old, and shocked laughter could also be heard from the studio audience.
After the controversial statement was made, fans of Iceland understandably took to Twitter to air their anger at Andre. According to The Mail Online, one Twitter user, Daf, said: 'You won't have an Iceland deal for much longer after that comment Peter Andre @CelebJuice.'
James Richards added: 'I'm guessing Peter Andre will be dropped from the Iceland ads after CelebrityJuice @CelebJuice tonight!'
Another, called Steven, said: '@MrPeterAndre taking a swipe at Iceland on @CelebJuice hope he gets fired and end [sic] up working in Iceland, how ironic.'
Watch this space......
|Lauren posted on 18/11/2014|