Brighton Etsy intro to PR

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Information about Brighton Etsy intro to PR

Published on February 5, 2014

Author: bettyem



Emma from and Lyndsey from share PR tips and their experience with the Brighton Etsy group of designer makers.

ello! H

What is pr?


(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:

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://  interesAng  arAcles  about   trends.  Keep  on  top  &  use  as  hooks  to  talk  to  media   •  hVp://     •  :  online  markeAng  Aps   •  hVp://­‐and-­‐ markeAng/pr/public-­‐relaAons-­‐(pr)-­‐for-­‐businesses-­‐ the-­‐basics/     •  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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