10 Yetis PR News posted by Shannon

10 Yetis Insight Blog - How to Find the Right PR Agency - Top 10 Things to Look Out For

Depending on your PR requirements and what type of company or service you're looking to promote, or what kind of individual you are if it's personal PR you're after, finding the right agency to work with is very important. Research needs to go into finding the right PR agency, because it's certainly not a 'one size fits all' scenario. Perhaps it's a specialist online PR agecy that you need or maybe a dedicated Tech PR Agency would be more suited to your needs. If Authority Link Building is what you're after, you're going to need to look for agencies with experience in Search Engine Optimisation (SEO).

Here, we've put together some tips and advice on how to find the right PR agency and the top 10 things to look out for.

1. Proven success with similar clients
First things first, you should be looking for a PR agency that has experience working with similar clients. You need to know they've got a proven track record with similar businesses or individuals in your sector and that the agency has been able to get the sort of results and media coverage for them as you would like. Check to see how recently the prospective agency has secured media coverage too; it's all well and good if they managed to achieve a Daily Mail front page mention for a client 3 years ago, but if they've had nothing since then trusting them with your results driven PR campaigns might not be the best idea.

2. Budget - does it match?
Work out what budget you have for a public relations campaign and bear that in mind when contacting agencies. One of the first things you should aim to find out when talking to PR firms is how much they charge and how their pricing structure works. If you've been wowed by an agency's proposal, only to find out that the campaign you want would come in ten million pounds over budget, that's no good, is it? Make sure an agency is clear and honest when discussing the costs involved.

3. Good media relations
Although every PR agency is different in their methods and approach, there is one thing they all need to have in common and that is good media relations across the board. You need hard evidence that the agency has achieved press coverage in titles you want your business (or perhaps your own lovely face) to be seen in. This is likely to mean they know journalists at those publications and would be more likely to get coverage there for you too.

4. Location
Whilst not a deal-breaker, it can help to have an agency located fairly close to your base, or at least an agency that is willing to be flexible and travel to meet you if they're further away (for face to face meets every now and again). Whilst most people think of a PR agency and immediately assume every single PR professional on planet earth is based in London, it can help to look at those based away from the capital, as it normally means lower overheads can translate to cheaper costs for you. Also, just because an agency isn't in London, it doesn't mean the team won't be capable of getting the kind of coverage you're after, be it national, trade or smaller local stuff.

5. Understanding of SEO
PR agencies that stubbornly stick to 'traditional' media coverage and ignore the digital sphere altogether should be looked at with caution. An understanding of online media is vital, regardless of whether or not you think you just want print coverage. News, on the whole, is moving online and that's something you need to bear in mind. There's no excuse today not to be targeting web-based publications, particularly if you're an online business. Check that the agency understands PR that helps with SEO so that a campaign with them would boost your traffic and help your online presence and page ranks.

6. On the same page
Often, you'll meet an agency and click right away. This is quite important, as you could end up working with the team for some time if the campaign is as successful as you'd have liked. It's no good chopping and changing your agency every 5 minutes, so find one that you like, that shares your ideas and visions, and get working. Chemistry with the team is something to bear in mind.

7. Recommended
Word of mouth is a positive sign where PR agencies are concerned. If you know someone that has used an agency and now sings their praises, get in touch with them and see if they could work their magic for you or your company too. Those agencies that have won awards for their PR work are also ones to look out for; as that's a huge sign that they're doing something right.

8. Measuring success
Don't be afraid to ask how an agency plans to measure the success of a PR campaign. If they say AVE, or Advertising Value Equivalent, be warned. That's a very outdated method of measuring results. These days, you want an agency that'll look at your site analytics, to see what impact certain press coverage had on traffic and an agency that isn't afraid to discuss Return on Investment (ROI). Money matters in this business and there's no point beating around the bush.

9. Size matters
Where PR agencies are concerned, bigger doesn't necessarily mean better. With huge agencies, you could run the risk of becoming just another name on the client roster. Smaller agencies tend to be able to give you even more attention and can have more time to achieve results. However, that's just generally speaking - just don't think you always need a huge agency.

10. Service match
Once you've worked out what you want from a PR campaign and know your objectives, look for an agency that offers the services you need. That may sound obvious, as all agencies do the same thing, right? Wrong. Some agencies offer SEO services as part of a package, some will have a video offering and others offer marketing services too. Look for the one where the services up for grabs match your needs.

So, it's as simple as that! Don't hire the first agency you stumble across. Research is vital, so putting in the groundwork in the early stages before signing on the dotted line is the best idea.

	Shannon posted on 25/02/2013		post a comment

10 Yetis Insight Blog - Lost in PR and Journalist Translation

There are certain words passed between journalists and PR people that sound like one thing and mean something else entirely. If you work in either industry, you'll probably know only too well what phrases I'm referring to. Just in case you work in a totally different field though, let me explain more.

Working in PR doesn't just involve writing press releases and trying to get coverage for clients. What they don't tell you when you're starting out on your path to public relations success, is that the very success you're aiming for can depend entirely on your ability to phrase things in a certain way and decipher what a journalist is trying to tell you. Well, when it's not just "F*ck off you poor excuse for a PR professional" that is; that's pretty easy to work out and no translation is required.

So, here are a few things commonly said by PR people and journalists that sound like one thing and mean something completely different. Hopefully, these useful translations will help you on your way, so there's no confusion over what means what:

Said by a journalist, to a PR person

"I've put it up to the editor, so it's out of my hands."
Translation - "I haven't got the heart to tell you that the story is sh*t and won't get coverage. Anywhere, in fact."

"The sub editors must have taken the client mention out, sorry!"
Translation - "There was no way your client was ever getting a mention."

"Can I have it exclusively? We might run it then."
Translation - "We probably won't run it, but we don't want anyone else to either. Plus, just in case we do decide to use it, we don't want other papers to have it."

"Sounds good. Send it to < insert generic editorial email address here > and if someone likes it, they'll get back to you."
Translation - "It doesn't sound good and I want to get you off the phone right now. Send it to this generic email address that nobody monitors and it'll be completely ignored."

"It's not one for me, but send it on to Brian - he loves stories like this."
Translation - "I wouldn't run this in a million years and neither would Brian. Send it to him though, because he's possibly the most evil journalist in the land and I want to have a bit of a giggle about the fact he'll probably give you an earful of abuse."

"We've changed our editorial policy and can't cover stories like that anymore I'm afraid."
Translation - "I really hate you. Get off the phone. Your story is about as good as the time I was eating candy floss at the zoo and an escaped gorilla tried to kill me/eat my candy floss."

"Sure, I can make that meeting/event."
Translation - "I almost certainly can't make it. Tell your client I'm coming though, just to get their hopes up."

"I can't see that release you're talking about in my inbox. Send it again and I'll have a look."
Translation - "I get approximately 1.3 billion emails every day and probably deleted yours instantly. Send it again, just so that I can take pleasure in hitting 'delete' one more time without even opening it."

"We might do something with that release, yeah."
Translation - "We probably, definitely, might not be using that release."

"Yes, a comment from your client on that topic might be useful. Send something over."
Translation - "Go away and spend ages getting your client to draft something and we'll add it to the pile of about 100 other comments we'll receive, then we'll leave it there forever more and do nothing with it."

Said by a PR person, to a journalist

"I know you're probably really busy and I won't keep you long..."
Translation - "I know you hate it when PR people follow up releases, but it is part of my job and I have to do it. Please don't hate me/hang up."

"I was just calling to see if the press release I sent through this morning might be something you could use."
Translation - "Please use my press release, pretty please? I'll sign my first born over to you if you write just a few words with a client mention. Kthanksbye."

"I was just calling to see if you needed any more information further to the release I sent this morning, like extra comment or a supporting image."
Translation - "I'm phoning you because I can't help but notice that you haven't run my press release yet and it's really, really good. Honestly!"

"Sure, we have pictures. I'll send some over now."
Translation - "No, I didn't think to sort out images to go with this story. Sweet Baby Jesus, please let there be something suitable on iStock."

"Of course, it's no problem for me to get that extra information for you. I'll send it over now."
Translation - "You didn't read the press release properly, did you? Everything you asked for is in it, so now I'm just going to copy and paste parts of it and sent it back to you."

"I'm sorry - I don't know how I ended up sending that story to you if it isn't relevant."
Translation - "I am going to shout at the media database company."

"I'll try to find a case study for you now."
Translation - "I don't have a case study. I might ask someone I know to pretend for me. Until then, I just want to keep you happy and would hope you'll run the story anyway."

" We might have some budget for advertorial, sure."
Translation - "Will our client get a live followed link? If so, maybe."

"Apologies - I must have sent you an earlier draft of the press release."
Translation - "Bugger, that typo got left in despite 3 levels of internal and client approval. Oops."

"I was wondering if you could add a client mention into the story you've run online, as it appears to have been dropped."
Translation - "Add a client mention, right now, or it'll be like that time in Friends with 'Red Ross'."

The End

What a journalist might look like going crazy on the phone to a PR.

	Shannon posted on 18/02/2013		post a comment

10 Yetis Examples of Good and Bad Public Relations - Thursday 14th February 2013

Good PR
I love Domino's Pizza, so it gives me great pleasure to be able to give them some credit in today's instalment of good PR. For one day only, the pizza delivery company has launched a 'Marry Me' service for those romantics looking to pop the question.

Those wanting to propose to someone on a pizza are encouraged to give their local Domino's branch a call and, with Valentine's a popular day for fellas to get down on one knee, I'm sure there'll be a fair few people taking Domino's up on the offer.

Great PR for Domino's Pizza and nice work to all involved. I'd be happy with pizza in place of a ring anyway...

Bad PR

Customers were warned not to discuss private or financial information in any phone conversations that had until the problem was sorted, but I'm sure there are many customers a bit irritated by the crossed lines.

Some customers have spoken of being mid-conversation with someone they knew, before suddenly being connected into a different conversation with strangers; unable to be heard, but able to listen in. The problem has been happening since Monday and plenty of people, particularly in the Birmingham area where the problem was at its worst, aren't best pleased. Needless to say, plenty of publications and news outlets have picked up on this story, so it's not showing O2 in the best of lights.

	Shannon posted on 14/02/2013		post a comment

10 Yetis Examples of Good and Bad Public Relations - Thursday 7th February 2013

Good PR

I'm sure journalists are sick of Valentine's-related PR stories by now, but this one is sure to have caught the attention of some. Online printing company MOO.com, which specialises in greetings cards, business cards, stickers and labels, has launched a new range of post cards linked to February 14th.

However, having decided that (for many) Valentine's Day is not something to celebrate, these postcards are designed to mark the traditionally amorous day as an anti-celebration of love.

There are 20 new postcards in total, each of which features a sarcastic message about Valentine's Day. Meg Pickard created the cards, some of which have a slight hint of romance just to take the edge off.

Some of the designs can be seen below. Enjoy!

Just before I move on to bad PR , you've all probably heard about the changes being made to the family-favourite board game Monopoly, so I thought that was also worth a mention in today's good PR instalment. Monopoly set up a vote on social media not so long ago, for people to decide which token they'd like to see the back of and which new token they'd want to replace it; selecting from a cat, robot, guitar and helicopter. Well, it's now official - the old iron is out and the cat is in after millions voted online. I'm glad about this, as the cat is the one I voted for. Anyway, this was a fantastic idea and one that has received a tonne of coverage. Nice work Hasbro!

Bad PR

Insurance provider Churchill seems to have landed itself in hot water today, after it was announced that the company is appealing against a multi-million pound compensation claim by a teenager left brain damaged when she was hit by a car.

The accident happened when 13-year-old Bethany Probert was walking home from a riding school in Silverstone, Northamptonshire in December 2009 one afternoon (4:30pm). She's now 16 years old and has been left with traumatic brain damage and numerous other health problems like physical disabilities and memory loss.

In the court case last July, the judge cleared Bethany Probert of any contributory negligence and the driver's insurers were fully liable, meaning the teenager would receive full compensation of between £3 and £5 million. Now though, the Court of Appeal has given insurers Churchill permission to appeal against the decision.

If the appeal is successful, the compensation Bethany was set to receive (that would be used to cover the cost of adapting a new home for her needs and ongoing care) will be at risk. Oh, and the reason Churchill are appealing? Because Bethany wasn't wearing a high-vis jacket whilst walking home. Yes, because that's something we all do on our walks. Needless to say, Churchill is not coming across very well and has received a shed load of negative press coverage on a national scale.

	Shannon posted on 07/02/2013		post a comment