Tag Archives: topic

PR: a step in the right direction

27 Aug

It’s amazing how many ideas you can come up with for brands that you don’t work for and today was no exception. In fact I was most productive during my lunch break, dividing a mini comms plan for new footwear company She’s So Shoes.

I was asked to pull together a quick press release to promote the new online retailer, which specialises in petite feet (that’s a UK size 4 and under if you’re wondering), to sell-in to the consumer and local press. But my mind is trained to think big. Or, in other words, think fee. And in this case: shoes.

Here are my three top-line ideas for this SME to walk towards an award-winning campaign:

1. Make the story personal
Research shows that more than a quarter of females in the UK have small feet (me included) – so I’d make the story personal by commissioning research to find the top 10 regions with the smallest feet, with a sample size of 2,000 for credibility. I’d then transform this data into an infographic to bring the topic to life before selling-in to fashion, lifestyle magazines and bloggers and national papers. The content can also be regionalised to the towns referenced in the study for extra impact and packaged as part of a radio day.

To go the extra mile, costs permitting, this PR story could also grab people’s attention by sending shoe samples to journalists and other fashion influencers – ideally those with small feet so they make use of the product. A single celebrity tweet can generate hundreds of re-tweets from fans who’ll drive traffic back to the brand’s website.

2. A picture’s worth a 1,000 words
It’s similar to what Carnaby Street did recently, but I’ve never been a fan of reinventing the wheel. So I’d compile a feature, working with the British Footwear Association, to put together a ‘who’s who’ of small feet. A blend of people from the past and present, famous and the unknown to place in the women’s national lifestyle supplements. Accompany with a photocall to bring the feature to life.

3. Pop up catwalk
PRs will want to position this company against other leading brands and what better way to show that these shoes can trample the rest by hosting a pop up catwalk in the capital?

With promotional models and members of the public, who can pick a pair of shoes to model, they can strut their stuff in an area that’s bound to attract attention. Think Millennium Bridge for photo purposes.

I’d recommend that a prize draw runs alongside the event and everyone that registers receives e-updates to get exclusive access to discounts to sustain campaign momentum.

These are three quick ideas that can help a brand to make an impact and get its ‘story’ started. A full campaign will require solid tactics to develop She’s So Shoes’ community and keep customers engaged with questions, offers and fashion ideas – driven by social media.

What would you do differently? Are you in need of some Prime Time PR ideas to get your brainstorm started?

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What have you been talking about in 2012?

11 Dec

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As the year comes to an end, search engines and social media platforms are evaluating what people were most interested in during 2012 – the year where global sporting events and celebrity status carried even more weight than normal.

Most of the results across the board are similar but there are some curve balls. Here’s a useful round-up of all the top reviews in one place:

Most tweeted
The annual Twitter review reveals that the London 2012 Olympics was the most tweeted about topic, generating 150m tweets during the Games. This peaked during the Spice Girls‘ performance at the closing ceremony. But, according to Google, despite the daily online scramble for tickets, it was only the second most searched for term – beaten by Euro 2012. What’s more, celebrations such as the Queen’s Diamond Jubilee don’t even feature.

Most re-tweeted
Barack Obama summed up his mammoth victory quite simply by tweeting ‘four more years‘, accompanied by an image of him and Michelle which went viral within two minutes of sending to become the most re-tweeted update, generating more than 810,000 re-tweets.

Most searched for
According to Google, Euro 2012, Whitney Houston and Andy Murray were among the most searched for terms, celebrities and Olympians.

Most talked about
Facebook revealed today that (surprise, surprise) the Olympics were talked about most on timelines with the Queen’s Diamond Jubilee topping the chart. But other discussions included mummy porn phenomenon Fifty Shades and X Factor graduates One Directon.

Alongside these results, users were most likely to check in at Alton Towers (is it your biggest disappointment too?) and listen to number one ‘Somebody That I Used To Know’ by Gotye.

So, there you have it – 2012 in a social media nutshell. But, what do we have to look forward to next year?

PRs were licking their lips at the thought of campaigns fitting into ‘2013 – the year of no sport / the royal void’. But, then the national press had a dream come true – a royal baby.

All chances of coverage have now been significantly reduced due to column inches re-written for stories on suicide inquiries, baby names, public schools and the general structure of the monarchy.

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Why doesn’t MTV play music anymore?

14 Nov

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I don’t have time to get under the skin of lol funny YouTube videos anymore – they have to come to me. And, look what did…

A unofficial video parodying a fan asking the head of MTV why the network doesn’t play music videos anymore is given their answer in a full-blown ‘those days are gone’ rant.

Uploaded less than a week ago, the clip’s already drummed up more than 1 million views and it brings the topic of a tuneless music channel to the front of all viewers’ minds: “They’ve got a point there, it doesn’t play much music anymore.”

From Jersey Shore and Geordie Shore to Sweet 16 and The Valleys, MTV’s certainly indulging itself, and us, with lots of reality TV. Now people are laughing at the concept across the globe – the video’s gone viral.

MTV’s apparently responded to creator Brian Firenzi’s, of 5 Second Films, clip on Twitter and has even gone as far as to agree with him. But, other than the acknowledgement, the brand is still transmitting radio silence.

MTV’s right to laugh at it, but it should be doing a lot more to respond to the millions that agree with Brian’s point of view. Managed correctly, it’s a great PR opportunity to communicate that it’s still in touch with what viewers want.

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