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10 Yetis PR News

Jan 23rd 2015

10 Yetis Insight Blog - How to Determine the Target Media for your PR Campaign

Howdy folks, Nick here with some more Yeti insight into the wonderful world of PR. Today I'll be guiding you through our thoughts on how to determine your target media. Getting the right media targets can make or break your campaign, so investing thought and time into the right direction will pay dividends if done correctly. So, sit back and relax for my thoughts on how to get this right, what methods to employ and some small things that can be done to really make a difference in targeting the right people and making sure they cover your brand.

Who you want to target will depend on what kind of campaign you are running, so to cover as many bases as possible, the below tips are for both a traditional and social PR campaign.

First things first you have to remove yourself from your own thoughts and brand and put yourself in the position of the journalists or target media then also the audience you are trying to reach. Quite often, things can become over-complicated and introspective if you don't do this. Try to think less about what you want to say, but what will people want to read in what you want to say. Doing this will keep your campaign appealing but relevant at the same time.

Do your research. Now, many of you reading this may think, 'ummmmmm, of course you muppet!' but I cannot stress just how important this is. Firstly, and very simply, see which publications have covered similar subjects to that of your campaign. Make sure you not only know who has covered these subjects, but when and how often. It's key to also look further than traditional publications' print and online work, get stuck into the social and blogging world. See who is talking about the subjects, how often and how loud their voice is. It's so much easier to get good results if you influence and target these types of people. Their word is often considered gospel and can be shared on a frightening scale, so not only will this get your word out quicker, but your exposure will be far more organic.

Once you know the key targets, get to know their publications or outlets inside out. Know when they have their daily/weekly meetings, lunch, cigarette breaks, whatever, almost as if you would know your own agenda. This will help you get into a routine with your own day so that you can develop a timetable for your day to fit in with theirs.

Let's make no mistake, it's always a good idea to see what is being said about your competitors and more importantly, who is saying it and when. Keep one eye on their work as you build up to your campaign and exploit any gaps in the sector to your advantage, but making sure it's relevant.

When you know who is writing about your subject start compiling media lists, ensuring you focus on these key targets, but also building a broad collection of others who cover the area in general. This will ensure that you don't miss out on any untapped opportunities with other publications, who might not necessarily be on your immediate wish list, but increase the likelihood of coverage.

Build Relationships. As we've talked about, getting a bit more social with your approach also goes a long way. Like all of us, (well, most of us) the people you want to cover your work, have egos, so it never hurts to play to this. Get to know a few key targets or bloggers socially or over email/telephone, share their work (if it's decent of course), let them know of your presence. This will go a long way into getting you recognised as a brand and increase the likelihood of your campaign gaining traction.

Finally, keep your ear to the ground with movements within the industry. Staying abreast with comings, goings and structure of the media will mean you can react swiftly and not miss out on any opportunities. Quite often, if you've developed relationships with certain contacts, they will let you know when they are moving around and request you keep them up to date with your campaign, meaning that you keep the contact, whilst also broadening your range.

So there we have it folks, not an exhaustive account, but hopefully some good tips to get that campaign to the right people!

PR Nick Sadler 10Yetis Nick Sadler posted on 23/01/2015

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Jan 23rd 2015

10 Yetis Examples of Good and Bad PR- Friday 23rd January 2015

It's Friday! And to celebrate the weekend, we thought we'd get personal... on the PR front. Here's the good and bad PR of the day, celebrating and commiserating with the people in the headlines.

Good PR

Josie Cunningham has benefitted from taking part in a documentary which aired last night, revealing that a lot of the controversial statements she's made previously have all been part of a grand scheme to keep her in the public eye, as opposed to her actual real-life opinions. Who'da thunk it.

As a result, lots of people have changed their opinions on Josie, respecting her desire to provide for her children above everything else, particularly her own reputation. Stories of her gruelling childhood bullying also softened the British public's heart, resulting in many tweets of symphathy today.

The trouble is, as Josie said herself, if the public like her, what will keep her raking in the money? Without the controversy, there's not much to pin her to the general consciousness. It will be very interesting to see how this develops.


Bad PR

Adrian Chiles is having a pretty rough time of it at the moment. After extended period of criticism for his presenting prowess, ITV has finally dropped him 'with immediate effect', although at the moment the reasons for his hasty departure remain undisclosed at the moment - leading only, of course, to further fuel the rumour mill.

The media is reporting huge celebrations on Twitter, as Tweeps all over the country rejoice in Adrian's dismissal. Oh dear, not a good day for the Chiles and it's likely that things could get far worse when the reasons become clear.

public relations

PR Leanne 10Yetis Leanne posted on 23/01/2015

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Jan 22nd 2015

10 Yetis Examples of Good and Bad PR- Thursday 22nd January 2015

Morning y'all! Scott here to bring you today's Good and Bad PR! We're almost at the weekend, so sit back, relax and enjoy!

Good PR

The cast of Eastenders get my Good PR award today.

The 'Who Killed Lucy?' storyline has been receiving some great attention recently, building some tense anticipation for the 'live show' reveal, which is happening next month.

The cast and producers of the show have been adding to the anticipation, first with Jake Wood (who plays Max Branning) revealing an 'I killed Lucy' sign at a live darts match.

Now the soap has gone one step further, with the full cast arriving at last night's National Television Awards in a red bus with a banner saying 'Eastenders: Who Killed Lucy?' covering the side.

The show then revealed a big clue half way through the NTAs, with a box opening to reveal an iPod and a sign saying 'this is the last thing Lucy heard.'

The hints have only fuelled the intense questions around the biggest 'whodunnit' in British soap history. WHO THE HELL KILLED LUCY?

Bad PR

Today's Bad PR award goes to Argos.

The giant retailer have been accused of racism after different skin coloured dolls were sold at different prices.

Black and oriental dolls were sold at £10 cheaper than those with white skin, despite the dolls being absolutely identical. The white 'Carole Calin' doll sold at £34.99, whilst others were priced at £24.99.

Critics have blasted the move, stating that it is unacceptable to suggest that white dolls are better than others.

PR scott 10Yetis scott posted on 22/01/2015

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Jan 21st 2015

10 Yetis Examples of Good and Bad PR- Wednesday 21st January 2015

Morning all!

Lauren here with your Wednesday instalment of good and bad PR from here at 10 Yetis.

Good PR

Some great exposure for the UK travel and tourism industry today as it's been revealed that a B&B in Yorkshire and a hotel in Wales have been voted as the best in the WORLD for service, staff and sea views according to ratings from users of the TripAdvisor website.

Millgate Bed and Breakfast in Masham, North Yorkshire, and Lawton Court Hotel in Llandudno, North Wales, beat off the stiff competition from around the globe to come out on top in the 2015 Travellers' Choice awards. At just £74 and £38 per room a night, the two establishments have proved that money and cost does not mean a better overall experience when it comes to outstanding quality, service, staff, food and location.

The North Yorkshire based Millgate B&B, bagged the top place in the World's Top 10 B&Bs category after receiving more than 350 excellent reviews on the TripAdvisor website, with one reviewer describing it as the 'best B&B we have ever been to'. Interestingly, the lowest rating the B&B received was by a sole traveller who described it as 'average', whilst just three have said it was 'very good', and no one has EVER rated it as 'poor' or 'terrible'.

The Lawton Court Hotel, located in North Wales, emerged at first place in the World's Top 10 Bargain Hotels category, with previous guests recognising everything from the owners and the staff friendliness to the food and its seafront location views. What's more, the hotel also received second place in the World's Top 10 Small Hotels category and came fourth in the world for service.

Seems as though whilst many of us may be craving a getaway to warmer climates at this time of year, the hotels to explore and visit in the UK are all too easy to miss!

Bad PR

It may be riding high on the buzz of awards season presently, after being nominated for various accolades across the Academy Awards, Golden Globes and SAG Awards, but the film 'American Sniper' has found itself at the centre of some complaints from cinema-goers this week.

The movie, directed by living legend Clint Eastwood and starring Bradley Cooper and Sienna Miller, has been targeted by critics for the use of fake and unrealistic dolls during certain scenes. In California (where American Sniper filmed), a work permit, a doctor's note, a nurse, a parent, and a studio teacher must all be on set if a baby is working, so its understandably a lot of effort to work with kids. Additionally, infants can only work up to 20 minutes per day.

Taking all of this into account, the fake babies used have drawn much criticism with many reviewers claiming their enjoyment of the film was affected due to the obviousness of dolls during pivotal scenes between Cooper and Miller.

On the website HitFix, for example, reviewer Drew McWeeny wrote, 'I get so distracted by the baby... the entire rest of the scene, that's all I can look at.' 'Neither one of them looks like they are comfortable holding it,' McWeeny continued, speaking on the actors. 'Cooper in particular looks like he's just plain never held a baby.'

PR Lauren 10Yetis Lauren posted on 21/01/2015

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Jan 20th 2015

10 Yetis Examples of Good and Bad PR - Tuesday 20th January

Good afternoon folks, this is a bit later in the day than usual, but here's today's good and bad PR picked just for you... enjoy - Sam

Good PR

Richard Branson and Virgin really do think of everything, don't they? There aren't many markets that Virgin haven't entered these days, and they've now ticked hotels off their list with the creation of Virgin Hotel properties.

20 Virgin Hotels are planned by 2025, but the first has just opened its doors in Chicago. It's a 26-storey, art deco hotel like no other, that's for sure, boasting:

> No formal check in desk
> 250 guest rooms with a two-chamber layout
> Bedroom accessories controlled by iPhone and iPad apps
> Original building features
> The Commons Club, a members-only inspired space for guests
> Social hour, where all drinks are free between 6pm and 7pm
> A patent-pending, ergonomically designed bed
> No additional charges for room service
> Free WiFi
> And much, much more...

If Virgin haven't yet entered your market, you should possibly be worried. No doubt they eventually will, and they'll kick ass at whatever it is!

Bad PR

It was only yesterday I was reading that Coronation Street were bringing back Tina Platt and her daughter, Sarah, and that they'd recently cast Katie Redford, 19 years old, to play the 14 year old. My initial thought was that she was really pretty, but had the right look / baby face in order to play someone 5 years younger than herself.

Little did we know, or ITV, that she was lying about her age and has infact recently turned 25 years old!

Dun, dun, duuuuun!

People have searched for Katie on social media and come across the pictures of her recent birthday, which no doubt alerted ITV to the situation. Katie has since been released from the role (so, she lost her job) and ITV have stated they're looking for another actress to play Sarah, although they may already have someone in mind.

Katie's agent, Jo McLintock, has come out to say that lying was not the actresses idea, nor was it her idea to change her CV, create a new Twitter and so on. The phrase 'illadvised' has been thrown around a lot, but whoever was at fault, it's not just Katie that's lost out; the casting team behind Corrie are adamant they won't be using this particular agent/agency for casting anymore.

Lying doesn't achieve anything. If you're not the right age, deal with it and get over it. Yes, it sucks, but surely it's better to get something you want by telling the truth, than getting it by deceiving everyone?! That being said, how anyone expected to get away with this lie is beyond me - social media will always out the truth.

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PR Samantha 10Yetis Samantha posted on 20/01/2015

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