This is the recording of a panel discussion on how to create standout PR, which took place on 22 May 2019. The discussion was hosted by Martin Couzins and panelists included PR expert Lucy George, Rob Clarke, founder of Learning News and Jon Kennard, editor of Training Journal. These slides feature the notes taken during the webinar.

1. How to create standout PR
#standoutPR

2. Our panel
Lucy George, mayor, Wordville
Rob Clarke, founder and editor of the learning
sector newswire, Learning News
Jon Kennard, editor, Training Journal

3. What we will cover
1. The role of PR in 2019: what is it and why do it?
2. What makes great PR
3. Tips for producing great PR on a budget
4. Bad PR practices to avoid
5. First steps for creating your PR campaign
#standoutPR

4. The role of PR in 2019: what
is it and why do it?
#standoutPR
It is happening with or without you
It is not free advertising – you do this to tell the world what you are
doing
Essential part of mix to promote products and services, being a part of
the conversation
It’s about mindshare – PR can help build relationships over time and not
in buying mode
Less faith in advertising, PR provides endorsement ie journalist writing
about you. Then share it and get involved with the conversation
Reputation management and crisis management
About managing the brand

5. What makes great PR
#standoutPR
Led by PR pros but involves the whole organisation – more than a promo campaign. Authenticity
matters
Need a wow factor – Tesla cars in space?!
Science apprenticeship launch at Bletchley Park
Try to be original
Link to news and trends – be informed about what’s going on
Have an opinion – do not be wishy washy, put forward good things. Coverage matters to PR so have
data and insights and an opinion
Be forward looking – don’t repeat what others say – think bigger than your announcements
Know your audience and what they respond to
Be unique – and be tenacious about it. Follow up your press releases
Sending objects (as in props) to journalists is tricky (due to safety fears)
Exclusivity – good or bad? Beckhams very good at doing exclusives but for wide coverage don’t go
exclusive
Think about industry events and link PR to them eg Women In Learning event this summer
Press releases – not effective because deliver one angle per publication. Becoming less effective at
getting coverage.
Think more about opinions and features rather than ‘news’

6. Tips for producing great PR
on a budget
#standoutPR
If you are small, try and do what others can’t do. Availability of key people
(CEO) and customers. Get access today. Journalists like access and at speed
Insight – what can you provide that others can’t. Big orgs take ages to get
quotes. So, get out there and fast
Follow up on your PR
Be specific for your audience
Stick to your deadline – if you can’t make it then let the publication know!
How do you do the follow-up? Phone is fine says Jon.
Be immersive – immerse yourself in core topics. Know your core topic areas
really well and do PR around them
Eg Leo on measurement – do it really well, are immersed in the subject. It
comes across as authentic
Create a spokesperson matrix – who, topic, language, time zone – audition
these people too – give them some media training too?
Talk about stats and stories
Opinions – make it clear that it’s opinion

7. Bad PR practices to avoid
#standoutPR
Don’t mail merge and carpet bomb me with PRs, says Jon. Talk to me
by name in emails
Avoid quotes, says Jon. Training Journal doesn’t use quotes (specific
to TJ folks)
What L&D can learn from the royal baby *hits delete* - don’t be
opportunistic and tie it to less relevant stories
What is news? It is not all about yourself. News becomes news when
the audience understands how it impacts them. You won an award –
why did you win the award?
The impact of the news is often missed
Embargo – only if a huge story. But not really relevant
Know the publication – PR has to appeal to the publication. Create a
list of your favourite publications
What’s the headline? Think about that first, think like a journalist

8. First steps for creating your
PR campaign
#standoutPR
Talk to the stakeholders who will hold you accountable. Have goals for the PR
campaign
Goals need to be realistic – around coverage. How are you trying to influence
your customer. Who are you trying to impress? What do they read? Then plan
based on this. What do people have on their screen, what do they look at?
Be honest.
Look at how your topic is being reported elsewhere
If it is a launch then do it somewhere special – hard to get bums on seats
though
Try one to one briefing calls with journalists
Campaign planning totally depends on the person you are trying to impress –
build it up from there. Blurred lines between blog posts/articles/social media
Be a good writer – learn and maintain your craft

9. Thankyou!
#standoutPR