Turner Ink: Hey Jonny, thanks for stopping by. Ok, tell us a bit about online PR. How does it differ from traditional PR?

Jonny Stark: People get hung up about the differences between online PR and traditional PR. But at their core they’re very much the same: it’s all about relationships. In the old world those relationships are with journalists and analysts. In the new world those relationships are with Facebook users, Tweeps, and bloggers – those with influence.

TI: So how do online press releases differ from offline press releases?
JS: The important thing with any press release is that it tells an interesting story. And that goes across the board, whether it’s online or offline.

The main difference is the issue of search engine optimisation (SEO). A press release for online use will be optimised for keywords or keyphrases appropriate for the campaign. We want anybody searching online for our clients’ products or services to be able to find relevant, positive articles as easily as possible. And you can embed video and images too, which bring the story to life.

TI: So that’s what’s often referred to as SEO PR?
JS: It’s one part of SEO PR: any news releases, blog content, or articles will be optimised with keywords. The other is the proactive influencer relations that go along with it!

TI: So is the aim to drive more traffic to a client’s website?
JS: The aim is to have the first few pages of Google full of positive, relevant articles, reviews or comments about our clients’ products of services. These include not only the press releases and official articles, but also features and posts written by third party influencers because they are interested in what we have to share or say. That can result in increased traffic, but it’s really about building a brand’s reputation…

TI: And how measurable is online PR?
JS: Well, there’s a lot of talk about this. It is measurable of course. There are tools like Google Analytics which measure the increased traffic to your site and the source of the traffic. But that’s only useful if increasing traffic was the aim of the campaign. If it’s about improving brand perception then it becomes a question of sentiment. There are various bits of software that claim to measure sentiment. But the best way is still to use real people! So we take a snapshot of a client’s online reputation at the beginning of a campaign and then we monitor it throughout. There is a ream of data available. The trick is knowing what data to choose and how to analyse it properly.

TI: How is Social Media used in online PR?
JS: Social Media is all about networks. Multiple communication channels which are all interlinked. And we simply use whatever’s the right medium for getting our message across to the right people. So it may mean focusing on blogs, YouTube videos, Twitter or Flickr. But the great thing is, as they are all networked, your campaigns spread out and kickstart conversations all over the place! Interaction is crucial. It’s what makes Social Media so powerful.

TI: Ok, talking of Twitter. How are your clients using it?
JS: BMI Baby, Sony and Total Jobs Group are just some of our clients that are using Twitter. And they’re using it in different ways which are right for their brands. For instance, BMI Baby uses it to let their customers know about the latest deals. While Sony uses it for targeting key media and technology influencers in Europe.

TI: So how involved are you with the tweets? Do you write them?
JS: No we don’t. We encourage our clients to write their own tweets. But we will advise them on relevant trending topics. And we monitor mentions and retweets using tools like TweetBeep.

TI: So why do you encourage clients to write their own tweets?
JS: Well, the whole point about Social Media is that it’s a way to be authentic and transparent with your customers. So whether that’s a Facebook page, Twitter, or blogging, it’s a way of adding a human element to the brand. For me, it’s about enabling a company to reveal itself and build a rapport with its customers. If a PR company writes tweets and blog posts then you lose that authenticity.

TI: How are brands getting onboard with Twitter?
JS: Some are using Twitter very well. Others are not as successful. There are numerous examples where a Twitter account has been set up but there have been no tweets for 6 months. This is actually brand damaging. You’re better off with nothing at all. I think a lot of companies underestimate the time that’s needed to manage their Social Media activity.

With Twitter no one size fits all. It’s really important a company has a clear idea of who they’re trying to reach – whether that’s industry people or customers – before they start using Social Media, and not the other way round. You can read more about brands using Twitter in immediate future’s white paper.

TI: What sort of clients does immediate future work with?
JS: When we started out, we were a traditional B2B PR agency. But in the last few years we’ve become well known for our online PR work for big brands such as Sony Europe, Bailey’s, BMI Baby, Hotel Chocolat and the BBC.

TI: So do you work alongside traditional PR companies? Or instead of?
JS: Some of our clients only run online PR campaigns. But most will do both. So we’ll often work alongside a traditional PR agency or we’ll do the offline PR as well.

TI: How will online PR develop in the next few years?
JS: I think that the digital discipline as a whole will change. Digital teams from CRM, marcomms and PR are beginning to converge already; in my opinion the future will see a full merger.

TI: And how do you see Social Media changing or developing in the next few years?
JS: Well, with regards to Social Media, it’s all about upcoming technological advances – semantic web; faster access including anytime, anywhere access; increased web personalisation etc. and the impact that they will have on our behaviour.

TI: And finally, how did you get into online PR Jonny? Do you come from a traditional PR background?
JS: Well I started out at the London School of Journalism, before getting in to freelance publishing and working for a number of traditional PR agencies. But with online PR the core skills are the same – being able to spot a story, building relationships… I think the best online PRs come from a traditional PR background, although I would say that!

TI: Thanks Jonny for your time. 

Jonny Stark, Account Director at immediate future, has worked across a number of on (and off) line campaigns for a wide variety of immediate future’s clients. From conversations about Hotel Chocolat’s luxurious chocolate treats, to talking about the new must-have TV from Sony, he has gained valuable experience as a digital implementer, not just a digital theorist.

As a result, he has seen firsthand what works and, perhaps more importantly, what doesn’t.

Online PR: what’s it all about? An interview with Jonny Stark of immediate future is a post from the Turner Ink Copywriting Blog

[Something] PR is cognisant of the connoisseurship and the hunger for luxury goods and services by the affluent market. Our agency knows how to communicate to that luxury lifestyle PR market in award winning PR campaigns. We strive to position our clients as leaders in their respected industries – putting a face to the name of the company and making it more accessible. Even with the ups and downs of the economy, a distinct luxury market segment has emerged over the past couple of years. We develop tactics to reach that market in innovative online and traditional media.

The truth is impressions that are generated from PR can indelibly define the brand by enhancing the product, service, or attributes. The old adage that you never get a second chance to make a good first impression is relevant to launching and sustaining a PR campaign, particularly in the luxury end where spearheading your messages to penetrate the luxury market is essential.

Why are (some) PR agencies right up their backsides? is a post from the Turner Ink Copywriting Blog

Turner Ink: Hey Jill. Thanks for dropping by. So how do you go about developing a PR strategy for your clients? What’s the first thing you do?

PR Superstar: Well a good PR Strategy is all about effectively communicating key messages, about a brand or a personality, to its target audiences. That’s it in a nutshell. So the first thing I do is sit down with a client and get a full briefing to find out all about them, their business, and their goals. PR isn’t about boosting business egos, it’s about boosting business growth.

TI: Now I know you’re super successful; I’m always seeing your clients in the media. But what’s been your most successful PR campaign to date?

PR: I’ve had many successful PR campaigns, from getting clients on to national and international TV, such as the BBC, Sky News and CNN right through to securing coverage in well-respected newspapers and magazines, such as The FT, The Times, The Telegraph, Esquire, GQ, Vogue and Marie Claire. There’s been a few.

TI: So, how did you come to work in PR? What’s your background?

PR: Well, I’m proud to say that I’m a journalist by trade, a fully qualified senior reporter. I moved into PR after nearly a decade as a journalist because I fancied a new challenge. But after scaling the dizzy heights of chief reporting for one of the UK’s biggest-selling newspapers, I had to start at the bottom of the PR ladder as a publicity assistant. It took me another few years to become a PR and communications director.  

TI: How has the PR industry changed in the last 5 years? And how will the PR industry develop in the next five years, do you think?

PR: PR has changed enormously and Social Media is now hugely influential. PR Week, my industry bible, is obsessed with Twitter in particular! The online world has opened up so many possibilities for PR agencies and their clients and it’s all very exciting. I think Social Media and its use as a PR tool will only continue to grow at phenomenal rates.

With the recession, many PR agencies have had to make cutbacks and redundancies. Some have even closed. The pressure is now on for agencies to deliver real value-for-money campaigns that have a real impact on their clients’ bottom-lines. And that can only be a good thing.

TI: Talking of Social Media, are you managing online PR campaigns as well? Are you getting involved with Twitter and Facebook?

PR: With my background as a print journalist, I am a traditional PR specialist working with newspapers, magazines, TV and radio. I do, however, work closely with online PR and marketing experts who handle the Social Media side of things for my clients. I stick to what I do best!

TI: But with the rise of Social Media, do you think the traditional news release is on its way out?

PR: No, I don’t think so, not yet. It’s still a popular way of telling a client’s story. Journalists are always asking for them when I call. The release must be newsworthy though!

TI: Do you use services like PR Newswire or Business Wire to send news releases?

PR: No, I have my own trusted network of media contacts at local, regional, national and international level. Good PR is all about targeting and I like to decide who gets what and keep some control over it. My PR is bespoke. This way I negotiate many regional and national exclusives for clients that other media then pick up on and run with.

TI: Do still need to have great relationships with newspaper editors to get good coverage? Does that involve boozy lunches?

PR: Ha, ha, no, not at all! To get good coverage, you need to have a ‘nose for news’ i.e. a strong sense about what makes a good story. It wouldn’t matter how many expensive dinners editors and journalists were treated to, if they’re not interested in the story that’s that.

TI: So tell me Jill, why should a company hire a PR professional?

PR: Nearly all of my clients have tried to do their own PR and failed. Good PR is an art. If you want big chunks of impressive coverage in your target media that are on-message and make people want to buy your product or service, it’s best to hire a PR pro.

TI: Have you ever had to handle a crisis for a client? What happened?

PR: Yes, many! I’ve PR’ed for large local authorities, government departments and one of the biggest police forces in the UK, so there’s always something going on – or should I say going wrong!

I’ve had to deal with the media fall-out of suspended teachers and council officials; terror suspects held at Guantanamo Bay; old folk dying in council care; and police officers accused of brutality and fraud. The list is endless! Crisis PR teaches you to try to seek out all possible scenarios about what can go wrong and then prepare for them as best you can. That’s not always possible. So if a crisis does happen, the PR machine should swing into action and be seen to act swiftly, whether it’s imparting crucial information to the public or issuing a full and frank apology.

TI: There seem to be so many releases sent out with grammar and punctuation errors. Does it matter that PRs get this wrong?

PR: Yes, absolutely! At the end of the day, we’re representing a business, brand or personality and we have to be the consummate professional. It’s not only our reputation on the line, it’s that of our client too. Besides, we’re lucky enough to be wordsmiths for a living and there’s no excuse for not getting it right.

TI: Well I totally agree with that. So tell us about your typical week. Is there a typical week?

PR: There isn’t such a thing. One day I can be working with Today’s Golfer, Sailing Today and Rugby World magazines. And the next I’m working with Vogue, Elle and Tatler. Or one minute I can be working with local press like the The Wimbledon Guardian or The Richmond and Twickenham Times. And the following day I’m talking to The Sun and The Independent.

My clients also vary enormously – they include an award-winning estate agent, a Harley Street celebrity therapist; a big e-commerce retailer; a British beauty guru; SMEs; and big corporates. I enjoy the variety of clients and variety of media.

TI: What are PR Superstar’s plans for the future?

PR: To keep delivering great PR for my clients. PR that makes a difference to their bottom-line, that’s what it’s all about at the end of the day. I want PR Superstar to be well-known for quality campaigns, hard work, dedication and honesty. I’d also like to be in a similar position to Max Clifford who apparently doesn’t pitch for any work!

TI: That would be nice! So what are the three most important things for a successful PR campaign?

PR: Right three things. I’d say innovation, creativity and dynamism.

TI: And finally Jill. How do people who want great PR get hold of you?

PR: They can call us on 020 8274 0807 or visit the PR Superstar website. Thanks Sarah. 

 
PR Superstar founder, Jill Kent is a highly experienced senior journalist and PR professional with nearly twenty years’ experience in the media world.

Her journalist-led public relations consultancy is focussed on getting the benefits of a business across to target markets; boosting profiles and sales; and business growth.

South London entrepreneur Richard Reid said, “we were featured on national TV and radio, and splashed across the regional and national press soon after we started working with PR Superstar! They exceeded my expectations with first-class media coverage for my three businesses.”

Making headlines. An interview with PR Superstar Jill Kent is a post from the Turner Ink Copywriting Blog

He complains of meaningless statements like ‘the brighter red feels more contemporary’. And refers to ‘merging the word Air and France asserts Air France’s international status while preserving its traditional values’ as “absolute c**k”.

Murray goes on to say that “if this is how we talk about what we do, it’s no surprise the design industry often struggles to be taken seriously.”

Yep, couldn’t agree more. Some press releases I see are appalling. Not only are they uninteresting, unstructured, full of industry bull and right up themselves, they’re also littered with punctuation and grammar errors.

If your PR agency is churning out this sort of nonsense you might want to think about changing your PR agency. Just sayin’.

Cut the bull from your press releases. Please is a post from the Turner Ink Copywriting Blog