Let’s face it, we’ve moved into the digital age. APAC is now home to more than half of the world’s internet users, where there arecurrently 1.83 billion Internet users and 1.43 billion social media users. Comparing this with 2014’sfigures of 1.2 billion internet users and 9.6 million social media users, that’s a whopping 52.5% and 47.5% growth in each category.
With the shift to digital, comes a lot of change in the way we communicate and absorb information. Consumers are expecting different forms of interactions, which means the way we communicate with our audience should evolve too. Here’s a few things to consider:
1. Establish your online presence
A key component of PR is working with the media. But in today’s context, the media is not restricted to solely print media – it extends to bloggers, social media influencers, e-magazines and more. Firing off press releases to engage only traditional media is simply not enough anymore. These days, people are almost always online. Failing to be where your audience is could harm your business and you’ll get left behind. A digital strategy establishes your online presence, builds brand reputation, and engages your audience with relevant and useful content. This results in increased visibility on search engines and following count on social media platforms.
2. Apply personalised communication
A digital strategy creates two-way communication and brings the audience into the conversation with options to share their opinions and thoughts. It also offers a personal look into your organisation – afterall you are reaching out to real people.
3. Grab their attention
Attention spans are dropping, and long-form content from print does not work in the digital landscape. Instead, a good digital strategy delivers bite-sized attention-grabbing information to readers, with links to longer content such as formal press releases, blogs, or media coverage.
Traditional PR no doubt still has a place, but a digital strategy can complement those efforts and elevate it further. A smart mixture of both extends the reach of a purely traditional PR approach, and ensures your business stays on top of its game.
If you need help seamlessly executing a comprehensive PR campaign, drop us a note a[email protected]
His quaff has been compared to everything from salmon nigiri to the silky tassel on the tip of corn on the cob.
His triumph as President Elect has confused everyone from his own supporters to my grandma.
He’s… *sigh*. He needs no introduction.
The US Presidential Election results had us squirming and swivelling in our office chairs all year. Not because of our respective political views, but because we’re in the business of communications. As specialists in the marketing and PR field, we were just cringing about how fast his controversial messages moved with the right format. Sadly, in the days of partisan Facebook groups, memes, and Twitter, false messages can go viral quickly.
What can we learn from this? Is there a silver lining to this mayhem? Whatever your position on Trump’s politics and message, his win says a lot about the type of content that travels. The shorter, the better. The more conviction, the more viral.
We could have written a Mutant blog about what NOT to do according to the 2016 Presidential Election, but we want to keep it light (and we weren’t sure if WordPress could support 5000-page manifestos, TBH.) So, while the first debate taught us how to live tweet, here are some brand messaging lessons we learned from the Trump win:
1. Sound bites make the news
“I’m gonna build a wall.”
“It’s freezing and snowing in New York – we need global warming!”
Sure, it’s a whole lot of crazy, but these words received media coverage – not just because they were outrageous, but because they were short and said with conviction. It’s not uncommon for politicians to drag on about unpopular policies, but people just tune out. In Trump’s case, his short, syndicated quotes travelled fast. In any news event, journalists literally sit through press events waiting to pick up on a soundbite that will draw in viewers or clicks.
Trump was at goldmine for these. The Cheezel-hued President Elect received a ton of free media coverage because his messages were easy to digest by mass media.
Ensure your own (less crazy) company message is short and concise. For example, when telling people what your business believes in, say it with conviction, and make it easy to digest and repeat to others.
2. The general public is THROUGH with jargon
One of the reasons some citizens don’t vote is because politics can be confusing. The dialogue is full of inconsistencies, and it can be hard to follow if you’re not regularly tuning in. Trump wanted to appeal to the general public and the working class, so he avoiding talking too much about policy and spoke to the people about their everyday problems.
You’ll easily be able to see some parallels between politics and business. Both are important for mobilising people; they’re hard to understand unless you’re in the industry, and both topics can be dryer than Donald’s throat during Debate #3. Here is how he explained his stance on illegal immigration:
“I will build a great wall – and nobody builds walls better than me, believe me – and I’ll build them very inexpensively. I will build a great, great wall on our southern border. Mark my words.”
Ok, ok, it sounds like it came from a children’s story book. Be simple, but still sound smart.
By using soft, simple terminology that anybody can understand, not only will your message be loud and clear, but it will be easier to spread. Start with the need of your audience, before you start to sell your product. If you’re a tech company, for example, talk first about what need you’re appealing to, then talk through the product.
3. Branded content trumps traditional advertisements
Trump became a walking billboard for his campaign. In fact, he has allegedly spent only a fraction of what Hillary had on ads. He is a walking content strategy, so much that the camera follows him, not the other way around.
To maintain this level of consistency, company leaders need to always be preaching their values and conveying them in everything they do. To C-Suite leaders, whether you are writing a blog, speaking at an event, or speaking on television, be consistent and stick to four or five core values. You know you will have succeeded when you people are unable to differentiate you from your brand and values. For some, Trump is a symbol for change; for others he is an unpeeled, boiled sweet potato headed for Office – but his message has been consistent. It’s just his audience that varies.
There you have it. The Donald’s message is what it is, and there’s not a lot we can do but learn from it.
Need help with getting noticed in the media? Write us at [email protected].
Working in public relations (PR) has it’s fair share of benefits – cool product launches, exclusive parties, and getting to meet some great leaders and innovators – but the profession has been somewhat glamourised by a few Hollywood films.
Fact: It’s unlikely you will lead a life like Samantha Jones
Don’t get us wrong, life in the PR fast lane can be glitzy, but behind the scenes there’s a lot of hard work, research and pressure for results. Let us bust a few of those common PR myths.
MYTH 1: PR is just press releases “Why are we paying you so much to just sent out a couple pages to media?”
Reality: PR does not stand for press release. Public relations is about building long-term relationships with the media and the members of the public through a defined strategy and campaign. Anyone can send out one press release – but what you’re paying for is experience, relationships, strategic insight, networks and expert advice and account management to portray yourself and your business or product in exactly the right light. If you’re doing this across multiple countries, it’s even more work. Don’t underestimate how much work goes into getting your name out there.
MYTH 2: PR is easy “Anyone could do it.”
Reality: Yes, well, you could try but you won’t necessarily succeed. Good PR takes time and a lot of research. You need to constantly be in the know about what journalists are writing and which topics certain journalists cover, and how to pitch your story in a way that will capture their attention. If you don’t do this right, you risk embarrassing yourself and your brand, offending a journalist, and losing the game before you even begin. PR is not just parties and fun – there is real work that goes on to get the right coverage with the right results.
MYTH 3: Public relations will make me an overnight sensation “Following this press release, I’m gonna be a millionaire overnight.”
Reality: While you will definitely see an uptick in sales, sales or website traffic, understand that PR is about long-term engagement. A strong public relations and marketing strategy will undoubtedly help grow your revenue and help make you successful, but it doesn’t happen overnight. Building brand awareness, trust and credibility is a slow and steady burn that needs to be managed well.
MYTH 4: Only large public relations companies can do the job “They will have the resources and staff to handle my needs”
Reality: Big agencies are obviously good at what they do, but depending on your needs and your brand, a smaller, more nimble agency can become your ideal partner. And it’s not just because it saves you money – it’s a combination of less bureaucracy, being quicker to adapt, and the ability to have more senior managers on your account. Bigger doesn’t necessarily mean better.
MYTH 5: My business is doing well, so public relations has no value “Only bad products and images need PR.”
Reality: PR has more value than you think, even if things are going well. It’s not true that PR is only necessary from a crisis point of view, when things are going wrong, or when you want to change an audience’s perception. That can be part of the role, but more often that not, PR is about letting your customers know about all the great things you’re doing. Customers today are savvy – they know the deal. They turn to the Internet for credible write-ups and reviews of a product or service before they decide to purchase – and this is something your advertising dollars alone can’t buy.
So there you have it! There is a lot more to PR than meets the eye.
If you need help in spreading your brand message, drop us a line at [email protected].
The story of Brad Pitt and Angelina Jolie is one of a carefully constructed image. Since day dot, their public relations machine has been churning out stories to present a snapshot of their performances and their personal lives with the widest public appeal.
This is the same for every celebrity. Charlie Sheen is a Hollywood bad boy; Beyonce is “Queen Bee”; Jennifer Lawrence is the dorky girl next door, and Kim Kardashian (no matter what you think of her) is America’s sex tape celebrity-turned marketing genius.
However, when Brad and Angelina first ‘came out’ to the world, their respective images went from Hollywood’s leading man and woman to homewrecker, cheats and liars. You know the story – Brad was married to Jennifer Aniston, and met Jolie while filming Mr and Mrs Smith. Both denied any romance between them, yet it was a matter of days between Brad and Jen announcing their divorce and Brangelina being snapped on the beach together. Our favourite Friend was painted as the sweet, innocent victim while Angelina was the sexy-but-evil ‘other woman’.
(Brad, as the man in this equation, mostly got off scot-free while the media pitted (lol) #TeamAng and #TeamJen against each other. But that gender narrative is a whole other blog.)
The point is, there is so much that can be learned about creating, managing and framing your public presence from celebrities – especially now that Brangelina is no more. Yep, Angelina filed for divorce on September 15, citing “irreconcilable differences”.
So let’s take a stroll through the history of their relationship, and follow the PR powerhouse of Brangelina for a few insights into taking control of your own story.
Control your narrative
As celebrities, people are always going to talk about you. In fact, that’s the point (and the job description.) The only problem is that it can be difficult to manage your own story when everyone is in on it – but it’s a great lesson to the rest of us about front-footing any news where and when you can.
As soon as Brad and Ang were photographed together for the first time, their PR machine was quick to turn things around. It didn’t take long for the stories to change from “Homewrecker Angelina!” to “Angelina Jolie – The New Mother Theresa”. A global humanitarian outreach strategy was the perfect antidote to the backlash the Tomb Raider star was facing, placing both her and Brad in strong positions as they helped with relief efforts and won humanitarian awards.
The photo that started it all (Credit: US Weekly)
Beyond this, they were experts at linking their growing, global family to the ‘do-good’ narrative they had going. They were healers, humanitarians, adoptive parents of children from third world countries, and were using their power to heal the world. Even Brad’s image benefitted from the strength of the Jolie narrative. He went from being Jolie’s ‘victim’ (or the main villain, depending on which way it was spun) to a “great dad” and humble sidekick to her global humanitarian efforts.
Their story flipped from sex and scandal to one of family and fundraising. Talk about a 180-degree campaign.
Stronger together: A PR portmanteau
It probably took less than a year for Ang and Brad to shed the negativity and become a brand united. They weren’t individual celebrities anymore – they were Brangelina.
The United States of Brangelina (Source: gesichtermix)
Many other celebrities have tried to ride the same mashed-up name train, and failed. It wasn’t that Brangelina had a better ring to it than Bennifer or TomKat – it was that their joint story was stronger, more believable, and unique. Apart, they probably would have done alright for themselves (okay, who are we kidding, they’re millionaires and on-screen royalty – they would have been fine) but together…. they became unstoppable.
Indeed, any story about Ang also became about Brad, and vice versa. When Angelina announced her double mastectomy via an op-ed in the New York Times, Brad also released a statement to say how “heroic” his wife was, cementing their partnership and joint brand. See? Alone? Okay. Together? Better.
From a PR perspective, two is so often better than one: An entrepreneur who launches a successful business is a great story, but a ‘philanthropreneur’ who also gives millions to solve the world’s problems is an even better one. If your business has a founder with an interesting story, that’s great, but two founders with incredible backstories is front page material.
Staying on-brand, for better or for worse
Even when things go south, it’s important that a brand’s messaging stays on track and all parties involved aren’t thrown to the wolves. Even though Ang and Brad have split up, the news and announcement of their divorce would have likely been no accident. Just because the main players have split doesn’t mean the game stops being played.
It would have been a calculated decision to ‘leak’ the divorce papers at the same time his new film trailer for Allied dropped. In fact, it works in Angelina’s favour, too, as their joint production company, Plan B, depends on the film doing well. At the same time, she gets to be the public front-footer of the divorce news, as the one who filed the papers in the first place.
Plus, Angelina has her lawyer in her corner being on brand by saying that she filed for divorce “for the health of the family”.
Perfect messaging from a well-oiled PR machine – something everyone can learn from.
Looking for strategic help to create, manage and pitch your brand? Get in touch with us at [email protected]
The email addresses of the reporters are online, I have friends of friends who can introduce me to some reporters at Channel NewsAsia. I can save some money and do my own PR, right?
Well you could. Then again, you could also buy your own property without an agent and represent yourself in court. The question is then, would that really be the best way forward?
The most important thing about PR is not the media contacts, it’s the narrative. What an agency can provide is a seasoned ear that can counsel you on what exactly are the really juicy stuff that would be interesting to press and then find a way to package it.
You know that saying: “When you are too close to a situation (in this case your business) you can’t see the big picture”? This is exactly that.
If we had donated a dollar to charity for every time a client wanted to release to media the outcome of an “internal meeting” or “upcoming revolutionary product upgrade”, the world would be a better place.
So back to packaging, how do we do it exactly? Here’s the secret. We take a magical blend of the following:
Your objective for the PR effort (e.g. get more users to your product, build buzz before an upcoming IPO?)
Your key messages (e.g. what makes your business special in the market? Reliability? Cost-effectiveness? Proven R&D?)
Your initiative / announcement (e.g. Doubling your headcount in Singapore? Tie-up/partnership with another firm for an initiative? Received a round of funding?)
We will use all this information to provide journalists and influencers with a comprehensive narrative that will articulate your brand in the best way possible.
Without the narrative, you may still get the coverage, but trust us, it won’t have the same impact on the readers. There’s nothing worse than securing a big interview but losing the story because the message was lost. It won’t leave a lasting impression.
Need help kickstarting your next PR campaign? Get in touch with us at [email protected].
As PR and content professionals, we’re no longer just writing releases and making calls, we’re producing videos, directing photoshoots, filming vines, writing literature, overseeing design work, and some of us need to breakdance. Okay one of us.
Public relations is one of the fastest moving industries, and that’s mainly due to how much digital has changed the way audiences perceive brands. Likewise, content marketing has been the advertising industry’s hot new potato for the past few years and we have to learn a new skill every quarter.
In order for agencies to keep up with the demands of our clients, we need to be agile and perform roles outside of our departmental silos. At Mutant we have a small team, but we are also flexible ninjas at adapting to new roles. Three of the skill requirements for working with us is 1) flexible 2) digitally savvy 3) parkour.
When hearing pitches from agencies, pay attention to how big their team is. Is it a huge agency where they’re passing clients to juniors down the line? Do you know your main point of contact and content producers? Get to know the roles of each member you’re working with and their skillset.
If you’re not hiring an agency, but want to have a cross functional team, it’s not easy. But it is achievable with some guidelines. It takes a lot of planning, structure, patience, and snacks to get everyone on the same page. Here are some tips on how to build your own cross-functional team.
Clearly defined roles: To avoid the “that’s not my job” culture, make sure everyone in the team has a clearly defined job description with expectations of crossover duties. This can avoid any work left incomplete, or tasks ignored. With explicit roles, team members will know exactly what is expected of them, and they’re just not dropping in and out of the conversation and getting involved as they please. I.e. “The content manager is responsible for all video strategy, but contributes 3x weekly social posts.”
Set standards: Learning on-the-go is fun, but you can save hours if you spend one day training a newbie on what “done” actually looks like. When everyone has more than one role, there can be some heavy inconsistencies.
Creative brainstorms: Getting stuck in your own silo means you’re recycling the same ideas over and over. Once a week, sit down to share some creative ideas across the entire team to see them through (in our case, everyone does PR and content ideas).
This means getting ideas from all departments, because nowadays, data teams could be offering PR teams some killer insight, likewise content professionals might know all the buzzwords that the sales team need to close those deals.
Set limits: One of the biggest downfalls of cross-functional teams is work being put on one person. Deadlines for specific deliverables should be set. To set realistic deadlines that get done, don’t overload work on to one person.
Be resourceful: We don’t mean re-using post-it notes. Be resourceful with your staff. Not everyone is hired to do the job that they’re meant to do. One benefit of having a cross-functional team is to be able to allocate resources properly. If you see a flailing staff member, give them the option to move onto another project that they might be better at.
Have several accountable leaders: With some staff members grinding out the details, it’s hard to see the project as a whole. The trend towards cross-functional teams means we’re losing that old-school hierarchy mentality that inhibits pro-active and creative staff. That being said it’s important to share leadership functions and make sure each project has a different team leader that’s accountable for seeing the project end to end.
Training sessions Not everyone will walk into a role knowing how to do multiple jobs. Team training sessions are valuable for staff members to step in if someone is sick or away. A monthly training session on photoshop, content, press releases, pitching to the entire team is essential.
If you can’t change your team or hire staff to be agile, hire an agency that’s able to adapt to new changes in the media landscape.
To find out more about one of the quickest moving teams in the industry write to us at [email protected].
We’re in the business of shining the spotlight on other businesses. So to do a little research, I watched a documentary on sixties Hollywood talent agent, Shep Gordon and learned a thing or two about what it takes to make other people famous.
It’s alright if you haven’t heard of him, that’s his job – to make other people famous.
In the documentary Supermensch: The Legend of Shep Gordon you see the talent manager’s chain of life events unravel, and along the way, I picked up tips on about how he successfully managed the world’s most famous personalities at the time. If iPhones existed in the sixties, Jimi Hendrix, Dalai Lama, Janis Joplin and Alice Cooper would be WhatsApping him on the regular.
Here are the qualities that separate a novice from a true PR professional:
Mr Nice Guy wins
Professionals who work in public relations have a clear swagger to them. They have the magical ability to smooth over gaffes as if they were all part of the act. But PR agents don’t need to be overly polished snobs like Samantha from Sex and the City. PR is one of the few jobs where being nice actually gets you everywhere.
Shep’s was the king of normcore style. He was low-key, if not a little Terry Richardson-esque (sorry) in the wardrobe department. But he was known for his amazingly warm demeanour and was super easy to get along with. This is what matters in PR. Keeping it real gives you an edge.
The sky’s the limit.
Shep had the most out-of-the-box ideas for PR stunts. He invented the concept of ‘celebrity chef’. He was the first to introduce top chefs to the entertainment industry – inviting them to appear on shows and act as ambassadors for cooking products. There are many avenues that go beyond traditional media to achieve brand awareness – he went against the tried and tested method and achieved one of the best strategies to reach out to the crowd.
Take risks – it’s okay in PR!
When getting truly creative, you always have to take a risk – it is a make or break situation that can get people talking. For Shep, any PR was good PR.
The American agent came up with a PR stunt in London, staging a breakdown of a huge truck in Piccadilly Circus, displaying a risqué photograph of a nearly naked Alice Cooper, his modesty preserved by a strategically placed snake. The streets went wild, it literally stopped traffic. Everyone wanted to know who Alice Cooper was.
Get social (offline)
You need to be a social person to be in PR. You need to be comfortable around people and have confidence. If you’re not a social butterfly, it’s time to practice.
Every chance you get, sign up for gallery openings, networking events, after parties. Being around new people makes you more aware of how to manage different personalities, and make new friends.
Be genuine
You’ve heard it so many times – but you hardly find sincerity and genuine people, especially in the PR industry. We get flak for always wanting something in return – a piece of coverage, or a pitch. Stop this stereotype and try meeting people without a motive – have a genuine interest in the other person and always make sure to ask them about themselves before blabbing about the client you want to promote.
In a Forbes article about him, Shep was quoted, “What’s really important for me is to do compassionate business.” We need some love and compassion – and it can start with PR. It is a tough job, but Shep reminds me about how amazing it can be when done right.
#PR4EVA
For help on making your business shine, get in touch with us at [email protected]
At the speed of digital trends, do you want a PR agency that’s agile like a fox or sturdy like a buffalo?
Big PR firms have the manpower, resources, and contacts to execute campaigns quickly, but advances in technology means brands need the flexibility to pivot to suit the mood of today’s on-demand audience.
Here are a couple reasons why you should hire a boutique agency over a big firm:
Skilled Staff
More manpower doesn’t mean a higher quality of work. At some larger agencies, smaller accounts may be handed down to junior members or even interns.
At a boutique agency, there is a specialist for everything. By nature, these smaller companies follow lean organisational structures stripped of multiple management levels and stringent systems and constant revision. This makes the team more nimble, enough to weave past unnecessary approval processes that eat up your billable hours.
They’re part of the ‘hacker generation’
Smaller companies tend to have a startup mentality: Fearless, resourceful, unorthodox problem solvers.
They are known to approach barriers from the outside and sometimes, through the backdoor instead of waiting for the higher-ups to approve a solution. On top of that, staff at leaner agencies enjoy taking the unconventional routes that keeps them on track with or sometimes even ahead of the consumers.
They thrive on change
Change is the constant of boutique PR firms, and they are well-equipped to move along with key industry trends and developments. Rather than fearing new technology, smaller agencies race to be the first to use a new platform or tackle a new social media trend.
With fewer people, revisions are also easier for boutique agencies. If an internal structure is holding back results, managers at small agencies will not hesitate to remove or reform them, to power your business and theirs forward.
Skilled Staff
With the internet bubbling over with too much information, brands need more creativity, quicker.
It’s become clear that advertising is no longer just the business of selling your product or services. Instead, it is now all about making their brand a part of the customer’s everyday life. In order to be there with the customer every step of the way, brands need to be able to tailor strategy at the very last minute.
This is typically where the big players have struggled to keep up, given their internal business reglementations put in place to ensure consistent organisational structures.
What I feel is imperative for businesses today, is to steer themselves away from the traditional view of how bigger or more is better. This can be done through re-evaluating business goals and looking further into what the boutiques can bring to their table, helping business owners get the best bang for their buck.
Need more advice on choosing the right agency for your business? Contact us at [email protected]
The Millennial generation are making their mark on the professional workforce, gradually climbing the corporate ladder and bagging leadership roles, with many taking an entrepreneurial path and running their own successful business.
There are a lot of opinions out there about this (large) group of individuals, who make up a huge percentage of today’s workforce. Some say they’re entitled, narcissistic and lazy – but if you can harness their potential in the right ways, you might see the magic that makes this chosen generation a special one.
Speaking from first-hand experience as a Millennial myself, we can break away from the archaic and stiff stereotype office environment, and are fiercely creative. We thrive on collaborating and brainstorming, but can also be independent workers who enjoy the alternative, less beaten path and the thrill of a challenge.
We can help push the envelope for your brand, forcing and enabling your team to come up with better and more challenging ideas that stray away from cookie cutter corporations. We’re not perfect – and there are always going to be challenges for companies managing multi-generational employees – but we can give that edge and bite you might need.
If you’re on a bit of a hiring spree for your business or agency, keep in mind the following reasons Millennials can help with your overall workflow and success.
We multitask like we were born juggling
I’ve got my headphones plugged into Mixcloud, both Whatsapp, Facebook and my email open on my browser, and I’m Skyping colleagues while writing this blog.
Millennials are natural multitaskers, having grown up in a distracting world full of screens, bright lights and loud noises. Yes, for some it can be distracting – I mean, it’s not like we’re all the same – but a rather natural ability to multitask forces us to practice discipline and time management to get top priority tasks done.
Creativity and brainstorming is our bread and butter
We thrive on collaboration and forming ideas. We enjoy the social aspect of work, throwing ideas around and drawing on others’ expertise and knowledge to shape our own thoughts and opinions. We like strategy, and we like to feel part of something bigger. We want the big picture to feature our faces (perhaps this is where we get someone narcissistic…), meaning we’re willing to put in the creative work needed to execute big campaigns and manage dynamic clients.
We’re outspoken
Millennials aren’t afraid to speak their minds. Because we want to be heard, we are confident in our abilities and won’t hesitate to share our ideas, thoughts and displeasure equally. However, this doesn’t always work in our favour – it’s easy to come across as unreasonable or defensive, but with the right management and support in place, we can very much harness our strong opinions in the right way for your business.
We’re hyper-aware
We are in tuned with current affairs, trends and understand how social media works. We scroll through our feed in the morning like reading the papers. We’re present on multiple platforms, taking in bite-sized pieces of information about what is happening around the world around us, making sure we don’t miss anything. Sure, sometimes our knowledge isn’t in-depth, but you can’t argue that most of us don’t have an awareness of the latest news and trends. This can only help with building ideas for campaigns and story ideas for journalists that are timely and interesting.
We are egalitarian – and we expect our employers to be, too
Our generation is a diverse one. We have progressed to become more understanding and accepting of cultures, ethnicities, religions, sexual orientation and much more, and we are therefore generally empathetic to differences. This is especially helpful when it comes to client management in a social setting; we’re more aware of different cultural practices such as bowing, saying “cheers” in different languages, and so on.
At the end of the day, Millennials aren’t really all that different from the generations before them in terms of what they want to get out of their lives. They simply come from a different, more modern, background – and depending on the individual and the company they work for, this could work for or against them.
Intuition, skill, capabilities, attitude and a smidgen of luck all play a part in achieving your ideal hire. All the best!
Interested in boosting your employer branding through a strong PR or content campaign to attract the best talent? We can help! Get in touch at [email protected]
Like any young boy, I went through phases about what I was convinced I was going to do with my life. When I was 10, I was sure I wanted to repair cars for a living. When I was 12, I wanted to be a musician after I first picked up the guitar, and by the time I was 22 I had been introduced to the wonderful world of public relations.
The car thing fell by the wayside, but the music has always been a constant – I’ve been playing at local shows with a band since I was 14. Of course, times have changed and the advent of YouTube and other online platforms have made things a lot more convenient for musicians to get themselves out there.
Along the way, I’ve met a lot of people and picked up a thing or two, be it about making music or the art of connecting with people and audiences. Thanks to my chosen career in PR, I’ve been able to apply a lot of what I’ve learned into my music and managing the profile of my band, and vice versa.
1. Messaging
Messaging in this context refers to what your audience takes away from listening to you, which happens to be a very big component in PR. How do I explain my music to an individual in a way that is most appealing to them? I came up with a formula and translated it into the context of PR:
Relevance
How do I convince the organiser I am relevant to their event? What relevance does my music have to the audience?
Similarly in PR, how do I craft my message in a way that’s most relevant to the audience or media? Would this media be interested in the business aspect of my client or the R&D done for my client’s product or service?
Tone
Part of the beauty of playing music in a small community is having the chance to meet people of different ages and backgrounds. In order to better relay my key messages, I use different analogies and references to get them across.
Just like in PR, depending on who you are talking to, your choice of words have to be picked carefully and need to be tailored to engage various individuals.
Engagement
What makes some music more popular than others? I’ve always believed that it’s a result of how that music subconsciously relates to a person one way or another.
When it comes to PR, I translate that principle and take a step back before engaging with people, by researching about them before speaking to them. That way, it allows me to better relate my messages to their interest and seamlessly advocate the mutual benefits.
2. Always be ready
As the great Ronda Rousey said, “I don’t train to get ready, I train to stay ready”.
It’s not uncommon for musicians to be booked at the very last moment as a replacement. The challenge lies in getting the band ready in time to put up nothing short of a spectacular show, because that’s all that matters.
Similarly in PR, it’s not unheard of for clients to request for a press release to be done and blasted the next day. Just like the audience at a music festival, all that matters is getting the job done. This is where I realised that systems and processes in are important to get things done in the most accurate and time efficient way. Who will write the release? Who will collate a media list? Who will pitch?
3. Sincerity
Last but not least, being sincere goes a long way and usually has a big part to play in the art of convincing. Everyone can tell when someone is not sincere, and faking it ‘til you make it will never work when you’re in it for the long haul. By being genuine in your cause, you will find yourself adopting the right tone whilst relating well to your audience.
In PR, we meet different people all the time and first impressions are somewhat of a big deal. One way to combat the potential problem of being misconstrued is to be sincere – that alone subconsciously sets the mind on the right path.
If you’re interested in exploring what a PR strategy can do for your business, get in touch with us at [email protected]
Media pitching is one of the key components making up public relations, but the act of pitching is often easier said than done.
To many people it sounds simple enough: “I’ll just write a press release about my client’s business or event, find some media contacts, and send it to them! They’ll definitely run a story because it’s so interesting.”
Unfortunately, there’s a lot more to it than writing and sending emails.
Pitching typically involves a PR professional working with a business to identify key messages, interesting story angles, writing one (or multiple) targeted releases for specific media, and utilising their strong personal connections with media to ensure your story gets the coverage you feel it deserves.
Journalists receive a phenomenal number of press releases every day. The chances they won’t even open an email from you are high. The ball is in your court to do everything possible to ensure your press release reaches the right journalist and media, with the right message that is likely to get the attention of their target audience and readers. That’s what they care about – so that’s what you have to focus on.
And yet, mistakes are so often made during this process, and sometimes the smallest blunders have the biggest consequences. Being aware of the following potential mistakes can make all the difference between a story getting published… or sent to the trash.
Pitching the right story to the wrong media
Imagine you are a journalist, and you cover technology-related news, for example. You receive on average about 20 press releases a day and suddenly, you’re pitched something that has nothing to do with what you write about.
Why should you feel the need to respond to that person if they clearly don’t know what your publication covers?
It sounds simple, but the mistake of pitching non-relevant content to media is probably the largest error seen in the industry. Under pressure to deliver results for client, PR professionals wrongly assume that blasting out a press release to the maximum number of journalists will result in the most coverage.
Not doing enough research before a pitch reflects very poorly on you as a PR pro and annoys journalists who don’t have time to waste as their deadlines loom.
When pitches land in the wrong inboxes, don’t expect journalists to help forward it on to the relevant parties. It is our job to ensure our pitches land in the right hands, not theirs.
Not looking into your email bounce-backs
If you’re pitching via an email blast, you’re bound to come across email bounce-backs. This could be because journalists have gone on vacation or medical leave, or because they’ve left the publication. Perhaps their overflowing inbox is finally just full.
Your job is to ensure they see your news, so you need to determine why they bounced and do something about it Journalists will usually include alternative email addresses in their automated replies to inform you of fellow journalists to get in touch with for your press releases.
Seize this chance to know someone new from the particular media, re-pitch your story and update your media database!
If that fails – PICK UP THE PHONE. It’s amazing how few PR professionals can be bothered to make a call to follow up (more on that later.)
Losing touch
Public relations is all about connections, networking and relationships. Without this, you’re just a person behind a computer hitting ‘send’ over and over again.
Staying in touch with media is what sets you apart from mediocre PR people. Make an effort to touch base with them regularly, catch up for coffees and lunches, and get into the habit of picking up the phone to say hi. Ask them what they’re working on, and whether you might be able to help. The more you stay in touch, the more likely they are to remember you when they do need something from one of your clients.
As well as staying in touch, it’s important to be aware of your surroundings and time zones. When pitching a story that transcends the region, international pitching comes into play. This also means we need to be more mindful of some aspects that can affect pitching efforts.
Always make it known which time zone you are working from. This saves you from leaving the impression that you are difficult to contact (if, you know, they decide to ring you at 4am). Journalists have pressing deadlines to deal with and with you being out of contact when they will require additional information may result in them forgoing the story altogether.
If you’ll be away from the office for a period of time, ensure your colleagues have been properly briefed on what to expect should they come across any media requests. The last thing you want is to lose the chance of a great story placement from a lack of communication.
Not following up with media
Like I said, journalists’ inboxes are flooded with press releases – meaning yours probably isn’t all that important to them. If you haven’t heard back from a journalist, it is imperative that you follow up on your pitch with a phone call.
By doing this, you will learn whether the journalist has even seen your pitch or received it at all. This gives you a second chance to bring attention to your story, and pitch over the phone in real time. Usually, this is a much better way to get a straight ‘yes’ or ‘no’. If they say no, you can immediately ask why, and try to see whether there’s any way your story can work better for their publication by focusing on a different aspect or angle.
It’s possible a tweak is all it needed – but you might not have known that if you didn’t pick up the phone.
To discuss how Mutant can work with your business to push your story into the media spotlight, please get in touch with us at [email protected]
Fact: It’s unlikely you will lead a life like Samantha Jones
