Mark Thomas - Leicester University Visiting Lecture, November 2011

This lecture

  My background, how I got into PR   About Word Association, 20th year   What I’ve learned and how we work   Strategy and ten tactical tips   Future role of PR graduates in work

My background

  30 years ago, sat where you are   Local newspaper journalist   In house PR and freelance travel writing   Set up Word Association in 1991   Named top in East Mids this year

PR Week Public Sector league table, July 2011

So who are we? Others: Printers Photographers Researchers Social media Technical web Advert space buyers Display production

Who we work for?

What do we do?

How do we work?

Our unique 12 point guarantee   Strategy   PR   Service   Value   Copy   Access

  Ethical   Amends   Deadlines   Choice   Research   Fun

Communications Strategy

So who are your customers?

  Gender   Age   Location   Employment   Family type

But what are they really like?

Messages and USP

Messages and USP

Other considerations

  Financial   People   Evaluation   Timescales   The plan

Top 10 tactical tips

  PR - just part of mix  Credible  How to write  Cost effective  Measure through AVE


  PR – making stories  National   Topicality   Local-ness   Angles   Focus on media


  Websites   Focus on your audience  Update, link, develop  Market, adwords and SEO   Learn from the experts, big buttons, thumbs up girl


  Social media   Essential now   Audience getting older  Clear on goals   Interact  Cost effective


  Power writing   It’s about them  What’s In It For Me, WII FM   Answer ‘So What?’  Use AIDA approach   Talk about benefits


  Events/networking  Often ignored   Vital getting face-

to-face   Takes time   Effective


Newsletters/ezines   Keep in touch   Tracking via internet   Traditional vs online   Can be powerful


Direct mail   Targeting   Delivery   Clarity of message   Benefits of long copy


Advertising   Traditional v Online   Clarity of message, design & copy   Plan and negotiate on media   Effective but expensive


Other   Exhibiting – pull-ups to trade shows   Awards and conferences   Branding   Evalutate

  Trust your people   Reward output   Understand the

business case   Start at the top   Treat people as

individuals

Future Work principles


So many opportunities… Social media – Flickr, Ning YouTube Never ending research So go for it!

Keep in touch! Twitter: @markedthomas or @WAMidlands Facebook: Word Association www.wordassociation.co.uk [email protected]

Mark Thomas - Leicester University Visiting Lecture, November 2011

Career

tactical tips pr

tactical tips websites

tactical tips eventsnetworking

tactical tips power

media effective

house pr

word association

time effective