Published on February 5, 2014
What is pr?
Why is IT IMPORTANT?
(NB: No ‘one size ﬁts all’ approach)
Think about… What’s your What’s your How Are you going to
Your approach Website/ Online Shop CollaboraAons Other retailers Events Blog Media RelaAons Social media
Your tool kit Blog content plan Passion & Persuasion Social media content plan Product samples Press release Good quality images
• Does it have a purpose? • Are you sharing something diﬀerent? • Do you have the 6me? • Commit to it and post regularly • Work with other inﬂuen6al bloggers
• Start a conversa6on • Build an on-‐going rela6onship • Crowd sourcing – involve your fans
Feb Week 1 News (E.g new trends, seasonal styles, naAonal news relevant to your product/ service) Deals/ comps/ other news Regular feature (e.g. Tuesday Trend Watch/ Follow Friday – this gives fans something to become familiar with and look forward to) Anecdote (This could be something that’s happened to you/ you’re working on – something to relate to) Crowd source/ debate/ conversaAon starter Feb Week 2 Feb Week 3 Feb Week 4
• Think about your key messages • Strongest points in intro • Topical hook for story
Good quality images See your products on the page Individual & group shots
• Think about stock levels • Be realis6c about media samples • Choose a ‘hero’ product to focus on
The facts PR CAN: • Create media coverage in a cost eﬀecAve way • Reach hard-‐to-‐reach decision makers/ consumers • Create a trusted third party endorsement (peer to peer) (vs. adverAsements which come from a company/brand) PR CAN’T: • Guarantee coverage & Aming -‐ the news agenda dictates • Provide approval -‐ unlike adverAsing the message is not paid for so therefore cannot be completely controlled • Provide explicit branding -‐ clever routes/stories are needed to subtly weave branding into a story.
Things to remember: Talk to others Tell a story Make sure the stock you are pitching is available Be paAent: coverage can someAmes take months Create a strong press release: key words for SEO Write features: group products together, work with others, 3 of the best etc • Think about seasonal giT guides • Don’t forget about local/ regional media • • • • • •
What makes people buy? Source: www.sigmawebmarketing.com
Eﬀective PR can : • • • • • • • • Increase awareness of your brand Help you to sell your products Develop valuable relaAonships with key inﬂuencers Build backlinks to your website & improve search rankings Direct new followers to your social media proﬁles Build social proof Help spread the word about new products and events Save money vs tradiAonal adverAsing
The What You Sow PR approach: • IniAal contact – send something special in the post • Call -‐ “I’ve got a product that will be of real interest to your readers. Do you have a few minutes to talk about it?” • Email immediately! Busy journalists will forget about you the moment you hang up the phone. • Follow up regularly -‐ this is a relaAonship you’re building
The kind of responses you should be aiming for: Hi Lyndsey, we did receive your lovely liVle press pack and the company has been put forward as one of our ‘go to’ companies when looking for products to feature editorially. Thank you for calling earlier, as I menAoned, Both the editor and myself love the website, we just need to ensure that we have relevant features in place ﬁrst. We always do two ‘Garden Buy’ features each month, so if you have any Ap oﬀs of one of your products that are selling extremely well, I’d always be keen to hear from you. In the meanAme, I’ve fallen in love with the Orla Kiely plant pot and the sprout bookmark, so I’ll be pinning and facebooking them shortly. it really was appreciated and I’ll certainly do all I can to help Once again, thank you for sending the press pack over, promote such ‘lovely things for the garden.’ Kind Regards, Siobhan Hi Lyndsey Thanks for sending this over... what a brilliant idea... we’d love to give What You Sow a plug Yes, – if we’re out in April, presumably this will be good Aming? Any images or addiAonal info you can send will be great and I’ll be in touch in a few weeks for a few more details... your tweets etc Thanks again for thinking of the magazine and are much appreciated... All the best Cinead Dear Lyndsey, How very nice to hear from you, and SO nice to have some feedback on the response to the column, which I rarely get! I'm delighted to hear that it brought in some new orders and new visitors to the site. hopefully Keep me posted on any new products and I can feature you again! Constance x
Top 10 actionable tips: 1. Be the most charming, most polite version of yourself. Always. 2. Buy and read the publicaAons you are pitching to -‐ have a good mix. Be prepared to spend a lot of Ame on research 3. Always write to a speciﬁc person 4. Proof read your press release 5. Don’t be afraid to call them – but NEVER on a deadline 6. Have stunning photography 7. Make journalists feel delighted to hear from you – always thank them for coverage 8. When someone’s rude to you, don’t take it personally. 9. Never bank on a PR feature having a direct eﬀect on sales volume. But also make sure you have enough stock if it does. 10. Maintain a library of press features on your website with clear details of how to get in touch with you.
Recommendations: The PR Masterclass By Alex Singleton The 15 essenAal markeAng masterclasses by Dee Blick
Useful links • hVp://www.forbes.com: interesAng arAcles about trends. Keep on top & use as hooks to talk to media • hVp://www.thedesigntrust.co.uk • www.mashable.com : online markeAng Aps • hVp://www.smarta.com/advice/sales-‐and-‐ markeAng/pr/public-‐relaAons-‐(pr)-‐for-‐businesses-‐ the-‐basics/ • www.journalisted.com: journo database • #brightonhour – Monday 8.30pm • #journorequest
ing! isten for l nks Tha Any questions? Contact Emma (aka BeVy): /betsandbobs /betsandbobs /beqyoh Contact Lyndsey: /whatyousowshop /whatyousow /whatyousow
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