Maria Miller, authenticity and the PR pitch

The resignation of Maria Miller, the former Culture Secretary who ‘stepped down’ over an expenses row a few days ago, just goes to show that saying sorry isn’t always enough.

While there are bigger issues in play regarding the structures and processes of policing MPs’ behaviour, there was much made of the ‘inadequate’ nature of Maria Miller’s apology to the House of Commons.

For many, her ‘32 second apology’ (as it’s pointedly dubbed in multiple news references) appeared hollow and insincere. The brevity of the apology – which was along the lines of ‘I’ve been asked to say this, so here I am’ – on the back of allegations that her attitude to the investigation had been unhelpful, left a poor impression. Did we believe that Ms Miller was sorry? Did her actions match her words?

Authenticity – as individuals, as business leaders, as brands and as organisations – is essential if we expect to be trusted by others.

What makes a voice authentic? I think it’s where our words and our behaviour are evidently in tune. It’s how we live our values in action, as individuals and as companies.

Authenticity matters for many reasons, not least because we all make emotional judgements about others; call it ‘gut feel’ or intuition, but it’s almost impossible to remove it from the way we make decisions.

Which brings me to PR pitches. I attended Adrian Wheeler’s thought provoking PRCA workshop the other day on ‘Pitching to Win Business’, and we discussed the subject of ‘chemistry’. Research among clients has shown that chemistry is in the top three most important factors when selecting an agency, alongside track record and creativity.

Adrian points out that this is hardly surprising, when you consider that personal relationships are essential to successful business relationships, although most procurement and pitch processes endeavour to be based on rational criteria and evidence.

He suggests that an explanation for this apparent conflict between the cold, hard, analytical process of choosing one agency over another, versus the ‘touchy feely’ sentiment of ‘I just like them’, may be found in Daniel Kahneman’s ‘Thinking, Fast and Slow’. Kahneman describes two distinct ‘systems’ of how we think. System One is what we consider instinct, it’s subconscious, whereas System Two relates to our conscious thought process.

Kahneman’s research shows that nearly all our decisions are made quickly using System One, and we then use System Two to rationalise a decision we’ve already made, without being aware that this is what’s happening.

So, if it’s an emotional response that guides our thinking, then it follows that personal rapport, chemistry and authenticity are crucial; whether facing the Commons or a client pitch. Personally, I’ll stick to pitching.

Sarah Bryars

Chief Executive

A spa day – but not as you know it

Spas and beauty salons were the hot topic this week at Target, not just because the team is planning its next pampering treat, but as a result of a visit to Spa Life, one of the UK’s leading industry events.

A first for Target, this conference was certainly an insightful introduction into the world of wellness. Alongside a range of exhibitors from skincare to cosmetics and nail art to aesthetic devices, ran a series of talks and workshops. 

So what did we learn? Oriel Frank, Director of Marketing at Elemis, confirmed our suspicions about the booming market for prestige skincare products (not just based on our own buying habits here at Target), while, perhaps surprisingly, sales of ‘cheaper’ anti-ageing products (under £30) have declined.  Our ageing population is driving demand, and so too are our skin-savvy teenagers, while men – 88% of them – are apparently embracing their feminine sides by following suit with skincare regimes.

So what’s driving people to buy?  We were heartened by the credit, from a number of the speakers, to good PR – using both traditional, but more increasingly online channels.  The value of recommendation was highlighted by Lopo Champalimaud, Managing Director of Wahanda, who referenced research which showed that 70% of consumers trust an online review, while only 5% trust an advert.  Clearly blogger activity and social media are having a dramatic influence on driving purchasing habits.  

All in all it’s refreshing to see an industry that is bucking the economic trend, embracing new communication channels and challenging innovation. And of course it’s great that it’s all about making you feel and look good too.

Sam Kandiyali

Director

The Art of Managing the Media – with ex-BBC Journalist John Rockley

Managing the media, what John Rockley referred to as ‘Journalist Whispering’, is becoming increasingly more complex. This was one of the opening admissions made by John at a Chartered Institute of Marketing seminar in Cheltenham this week.

Not only are journalists busy being journalists, they are also answerable to publication sales and marketing directors responsible for driving advertising spend, making them twice as busy and therefore even more elusive.

Remarkably, as with the chicken and the egg; John claimed without PR there is no journalism. So given these challenges, how can both PRs and journalists work together to do our jobs?

According to John, all a journalist wants is an easy life, to be able to go home after having written a good article which received a great response. In reality, what is often achieved is a mediocre article, with masses of effort, and not even the slightest bit of recognition from the editor.

In order for PRs to develop strong relationships with journalists they need to help them achieve their ultimate goal – to go home having made the world a better place with their article (and a pat on the back from their editor).

John was hugely insightful and provided sound advice on how to build strong media relationships. He also guided his audience through the pitching process and how to secure coverage. His suggestions were really simple and most PRs probably already do many of them as second nature, but these are a few of the most helpful things I took from his seminar.

Always look at the bigger picture

Give a journalist some ideas, show them where to access the information, put the story into context and consider the big stories consuming the media at that moment. And remember, there is nothing wrong with piggy-backing.

Wait for those opportune moments where you can get your, or your clients’, professional opinion across. Radio is perfect for this. John shared an astonishing statistic, less than 1% of an audience listening to a radio show calls in, and if they do call in, it’s to share an often uncompromising view.

Explore all means of communication

Media communications are evolving; when Alex Aiken said ‘the press release was dead’ he wasn’t necessarily discrediting the press release, but stressing that as the industry evolves so should the way we communicate. Now more than ever it is about responding to the change in attitudes, and by developing strong media relationships PRs will be able to determine the best way to reach the journalists.

Don’t be afraid of social media

Pretty much every journalist uses, reads, monitors, communicates through social media. Journalists are ridiculously busy, are rarely at their desks unless they are working to a deadline, and even then they are difficult to reach. Social media is mobile; it can be read when they are on their way to meet an interview or in between meetings. Ultimately, platforms such as Twitter can be a PRs golden ticket to reaching a journalist.

Do your homework

Although they may have a harsh exterior, be mindful that journalists are just people who like to be remembered for their work. Mentioning that you read their last article, saw their Tweet, listened to them comment on a particular story, especially if it is relevant to what you are pitching, could be the difference between you building a strong media relationship or not. If you demonstrate you know what you are talking about and that you are interested you could become a key contact of theirs.

Be creative

Do you know what time your media contacts’ daily news meeting is? You should, because they need to take news with them to brief the editor. If they are struggling to find the relevance but like the angle, invite them to see how the product, client or system works.

Always be available

Journalists will remember you for your reliability, availability and quoteability. Remember, a journalist wants a relatively easy life so if your copy or quotes can be lifted and regurgitated, you are more likely to be called upon in the future.

And always remember...

Finally, John was kind enough to share his top tips, namely things PRs should ALWAYS remember when they are talking to journalists:

• Control your mouth
• There is no such thing as ‘off the record’
• The journalist is not your friend.

“A journalist doesn’t see you as a person, they see you as content; there is a cognitive dissonance between you as a person and you as a story”

John Rockley, CIM Seminar: The Art of Managing the Media, 2014.

Kalli Soteriou
Account Executive

Be careful what you tweet for...

Twitter is all about sharing news and opinions.  Therefore, it’s understandable that many of us turn to the real-time online network to vent our frustrations when services, products or providers let us down.

Even I’ve done it – as a sporadic tweeter – when left stranded in my car with poltergeist windscreen wipers that were determined to either burn a hole in the glass or drain my car battery.  It didn’t get me anywhere though; the tweet went unnoticed, or ignored, by my ironically termed ‘roadside rescue’ service. And so I was left, un-rescued, to juggle with the car handbook, fuse box and torch to end the squeaky misery.

For post grad law student Mark Leiser his complaint on Twitter this week certainly prompted a reaction.  Waiting for a delayed easyJet flight and feeling sorry for an armed forces passenger, Mr Leiser turned to Twitter: “Flight delayed 90min. Soldier going to miss last connection & @easyjet refusing to help pay for him to get to Portsmouth. Get right into em!”

The 113 character tweet resulted in airport staff approaching Mr Leiser, as he waited to board the plane, and telling him he couldn’t fly.  The staff claimed it was because of that tweet – did they deem it as disruptive behaviour or was the ‘get right into em’ threatening?  Eventually, Mr Leiser was allowed to board, but only after pointing out his right to free speech and referring to his status as a law student.

easyJet’s response to the incident certainly begs questions, particularly around staff protocol on social media.  Companies and their staff need to brace themselves for criticism and be on hand to respond quickly and appropriately.   

But here is a lesson also for Mr Leiser and other tweeters out there – be careful what you tweet for, the written word can all too often be misinterpreted.

Sam Kandiyali

Director

A recipe for client-agency success

Speedos, Twerking and Jimmy Carr. It struck me this week that client-agency-media relationships can be formed in the most unlikely places.

It’s an obvious statement, but being able to foster strong relationships with clients and media contacts is often the key to PR success. 

This has resonated with me particularly over the last seven days, having been involved in two very different events for our client ADEY Professional Heating Solutions. Having worked with the magnetic filtration pioneers for three years, Target has built up a really strong client/agency relationship.

I am, however, relatively new to the account and was asked to be part of their six-strong team taking part in Cheltenham Triathlon last weekend. Having never done a triathlon before, I was nervous but accepted the challenge! 

Although it was tough, I thoroughly enjoyed the day and it was great to be part of Team ADEY. While swimming, cycling and running falls outside the usual remit of our retainer, there was a huge sense of achievement once we’d all crossed the line and a real team camaraderie.

Fast forward a few days and I found myself invited to the Energy Efficiency & Renewables Awards of which ADEY was a sponsor. We were guests of Installer Magazine which is a key trade title for us. 

Dolled up in our best frocks, we had a really fun evening which mostly involved discussion about Twerking and trying to second guess what songs the DJ was going to play (with a little bit of live stand up from Jimmy Carr thrown in for good measure). 

Not a features list in sight, it was a great opportunity to get to know some key media contacts in a more relaxed setting over a glass of wine.  

Against a backdrop of ROIs, KPIs and making sure we provide a high level of service for clients, I think we can sometimes forget that behind the grandeur of job titles lies a person just like you and me. The ability to get along together in a personal as well as professional capacity can pay dividends. 

Lycra and laughter is a great leveler.

Bethan Simkins

Account Director

The Feedback Loop

 Do you give good feedback? Let me re-phrase that.

Is the feedback you give saying as many good things about you, as it is about the subject of your review?

We’re all accustomed to dishing out feedback, whether we’re reviewing a fabulous or disastrous holiday venue, providing a glowing testimonial for a colleague/mate/ex-boss/would-be-client on LinkedIn, or explaining to an unsuccessful candidate why they didn’t make the cut.

Particularly in situations where feedback is published for the world to see, it’s very clear that our expressed view is going to influence the reputation of the person or organisation we’re rating. This is powerful, and brands must have the courage of their conviction to ask questions of their publics, listen and act where necessary on the feedback they get.

Wise businesses understand the value of asking their customers what matters to them; who wouldn’t want to know the ‘secrets’ of winning our customers’ favour? It’s so easy for us to make assumptions on the reasons customers buy from us, but when was the last time you took the time to ask? That’s as true for us as PR consultants as it is for the clients we advise.

Reflected influence

There’s a balance of power when it comes to who gains from the feedback process, in which we tend to attribute all the ‘influence’ (power) to the person or organisation that’s giving the feedback.

Common sense, surely, that when we submit ourselves to the whim of our reviewers – will they love us or tell the world that we’ve failed utterly to meet their expectations – the reviewer has the power to make or break our reputation.

It struck me this week, however, that in a business-to-business scenario at least, the feedback process reflects on the reviewer too.

Here’s an example that will be familiar to many PR agencies, and probably to other sectors besides. We’re invited to submit credentials at the start of a tender review process. They outline a process that leaves some room for interpretation (I’m being nice, it was unclear). We ask for clarification, they reply but don’t answer the question. We submit credentials. They tell us, in a very polite email, that we’re not shortlisted. We ask for feedback. Radio silence.

This prospective client had the chance to impress the pants off us even if we were not destined to work together. We could have fallen a bit in love with them, become regular customers, told our friends and family how this was the one that got away which we’ll always regret…

Instead I find myself thinking they’re a bit amateur, a bit second division, probably would have been a hellish client.

That’s the thing about reputation and influence; it’s not all contained within a PR plan, it’s embedded in the way we conduct ourselves ‘on and off camera’.

So, my parting thought. Next time you’re asked for feedback, pause a moment and just consider ‘the feedback loop’: every action (or inaction) has a not-necessarily-equal-or-accurate reaction.

Sarah Bryars

Chief Executive

Image courtesy of Stuart Miles at www.freedigitalphotos.net

The silly season that keeps on giving

It’s August. The MPs had scarpered off to their holiday homes and the school gates were securely padlocked, leaving press rooms up and down the country able to indulge in the season of silly stories.

Many comms professionals have been debating whether silly season is still in existence – a credible argument considering the drivel that makes the print and digital pages on a daily basis, not just during the summer holidays. Incidentally, I've found myself sifting through some right corkers, laughing heartily before becoming pretty damn cross that maybe all of this is undermining the meaning of news and hindering the practice of quality public relations.

Despite myself, I feel compelled to present you with some of the frolicsome news stories that made the cut:

Is this the biggest chip in Gloucestershire?

Any real potato-lover will be able to recall a time when an extraordinarily large crisp, chip or wedge appeared in their packet or on their plate. However, one Gloucestershire resident was in such awe of an enormous chip she had been served, that she actually took a picture and sent it to the Gloucestershire Echo. And yes, The Echo did indeed feature the cooked vegetable. The lady in question also told the paper she will be researching into whether or not it has broken any records. We wish her all the best with her future chippy endeavours.

Cloud atlas: Britain flies high

When Amy Adams took a picture of a cloud formation, which remarkably resembled the map of Britain, it was no real surprise that it made its way into her local paper, the Coventry Observer. However, it was a complete shock to not only snap-happy Miss Adams, but also Matt Bates, the paper’s editor, when it appeared on the front page of the Guardian’s Weekend Edition!

Are big cat tracker’s socks the oldest in Gloucestershire?

Another belter from our home county. Frank Tunbridge, a big cat tracker from Gloucestershire, who spends most of his time following up leads on big cat sightings in the area, is sadly mourning the loss of his trusty socks. The socks, which had triumphantly served a comfortable 25 years service, have finally seen better days; a good innings we say.

However, we are pleased to inform you that Mr Tunbridge will continue his quest to find big cats in Gloucestershire despite the absence of his socks...and big cats.

Alexandra Underwood

Account Executive

Other recommended reads:

Man caught shooting marijuana-laced arrow into jail was ‘hunting for squirrel

Swiller!

Suspected smoke over Colsterworth turns out to be a cloud

Sharapova plans name change to Sugarpova for US Open

“It always seems impossible until it’s done” – Nelson Mandela

As thousands of students found out their A-Level results this week, I can’t help but reminisce over my results day. It seems like only yesterday that floods of tears were streaming down my face as I read my results, which meant my mother thought that I had failed. How wrong she was!

Compared to 2012, the number of students scoring an A or A* has fallen by 0.3% but there was a rise in the number of students taking what are considered to be more academic subjects. This doesn't surprise me as much as the news that the number of people going to University is rising, despite the £9,000 tuition fees.

Its five years since my results day and I’d like to think I have a better understanding of my career path, than I did back then. During my school years, I hadn't the faintest idea what I wanted to do but fortunately through work experience and University I have come to discover my strengths. If I could give advice to 18 year old me, I would probably say:

‘Don’t worry about not knowing what you want to be in the future. You are most definitely not alone. Take everything in your stride, enjoy yourself, join University societies and with time, you’ll discover a bubbly, creative, confident side of you that you never knew about.’

If these past five years have taught me anything, it’s that life isn’t black and white. Yes, thousands of students go to University but there are other options too. Apprenticeships are a fantastic way to learn on-the-job. In Germany, students who don’t plan on going to University are offered a two to three year work placement – something similar to what is slowly being introduced in the UK.

This week I’ve been very fortunate to have been working at Target PR, helping me gain an insight to the world of PR. From day one I knew this was a sector I’d enjoy. From drafting press releases to editing a newsletter for the UK’s most trusted opticians, this work experience has certainly broadened my understanding of PR. I am extremely grateful to the team for welcoming me in and showing me the ropes.

To all those A-Level students worried about what awaits them, I cannot emphasise enough the importance of networking and researching. Talk to people, look on the web or visit your local Jobcentre and slowly but surely you’ll come to know what you want to do after studying.

A huge thank you to the Target PR team for this fantastic opportunity!

Lourizza Ball

Intern

By George that's good PR!

The world waited with bated breath.  International media were ensconced outside St Mary’s hospital for several weeks; people camped outside for days, all waiting for George.

And then, finally, on Monday the future king was born, on Wednesday he was named and Sarah won our sweepstake!

Three generations of living heirs (Princes Charles, William and George) offers a reassuring stability to our monarchy, but perhaps more importantly George has unknowingly boosted the ‘Royals’ own  PR.

Events of the last century have certainly marred the Royal Family’s popularity - tragedies and scandals have dented goodwill.  But the arrival of the fairy-tale couple Kate and Will, our Prince Charming and Cinderella (well maybe not, dressed in Alexander McQueen, but she’s not of blue blood) has helped re-build the family’s image and enhance its reputation. 

It’s hard to comprehend the anticipation and pressure of George’s arrival – US Time magazine said he was ‘already a figure of international influence’ before he was born.  Fortunately for the little prince, he won’t appreciate the scale of his entry into the world until he’s much older. 

PR around the event was managed seamlessly, with a captive audience informed via the official announcement and an unexpected tweet and online release.  Then followed the marching bands, the beautiful blue-lit landmarks and the gun salutes; fitting endorsements for the joyous occasion.

This was all then topped off perfectly by scenes of the happy couple leaving the hospital with their newborn, relaxed and engaging – surely helping to revive enthusiasm for the monarchy across the globe?

You couldn't have asked for a better PR campaign.

Sam Kandiyali

Director

From financial relations to public relations

I have been a new business manager for nearly a year at Target Public Relations. Previously I had been a new business manager/mortgage advisor for most of my life. Although I knew my skills were transferable, when I started I didn’t really see many correlations between the two industries. But 12 months on it is clear there are some ideas and practices that can apply to both professions:

1. Know Your Client - When making key financial recommendations for clients it was imperative that I understood as much as possible about a client’s past, present and future financial circumstances. This helped me to guide them through various key life stages where needs and demands evolved and changed.

When putting together a PR plan or campaign for a client the same principles apply. Only by taking the time to fully immerse ourselves in the client’s business can we get a true understanding of what requirements they need. Only by constantly revisiting and reviewing can an agency truly adapt and react to the client’s needs as their business grows and evolves.

2. Specialisation - As a mortgage advisor my job was to advise on mortgages (obviously!), what I didn’t do was diversify into pensions, debt management, bankruptcy advice and such like. I had a strong network of experts within those fields that I could turn to if needed, and likewise they came to me for mortgage advice.

Target specialises in PR. It doesn’t mean we cannot draw on experts in other areas of the marketing mix should the need arise, but it does mean that we are consistently honing and refining our experience and skills within the PR sector because that is what we do all day, every day.

3. Measuring Outcomes - Efficiency, transparency, value for money, results: these are all KPIs that I was examined on during my time in financial services.

As an agency Target PR works to bespoke KPIs for each client and whilst measuring the results are not always as clear (see Sarah’s blog from 1 February) as in financial services, there are similarities in how the work can be judged as being successful by adding value to a client’s business.

4. Communication - Having direct access to decision makers and maintaining a direct relationship with the client built trust and helped me to develop a deeper understanding of what the client needed.

Our PR account teams are led by company directors meaning every client has direct access to Target’s decision makers and relationships can be built and nurtured at board level.

I’m sure these ideas aren’t exclusive to the mortgage industry - let us know if you’ve had a similar experience crossing over into the world of PR, we’d love to hear your thoughts.

James Wood
Business Development Manager

Pitch Perfect

With sunshine and blue skies above me, it was wonderful weather for my first PR pitch with Target. Having only been with the agency for six months, fresh out of uni, today was a big milestone; contributing my two pence piece to the most important stage of gaining a new client...no pressure then.

I would always describe myself as an outgoing and confident individual but this is the first presentation where it felt like the outcome really, really mattered. And when you have a desired outcome that you’ve heavily invested your time and effort in, it’s only natural to be a little nervous (right?!), especially considering this was my first pitch in front of decision makers, not just the client but my CEO and Director also!

Although I’ve a fair experience of presenting, for the first time in a long while the experience felt a little daunting. It was as if I caught sight of the importance of this moment, not only from a business perspective but a personal perspective. This is my first permanent PR role, I want to impress and feel my peers can trust in my competence – so how was I going to do this...  

“PREPARATION!  PREPARATION!  PREPARATION!"

Obviously, like any other sensible and sentient being, I ensured that I was prepped, prepared and well rehearsed, following my own little ritual. So here are my beginner’s tips:

Plan – Regardless of how big or small your input is, being involved from the very start of the pitch process allows you to get a real in-depth understanding of the brief and what it is the company is looking for. From here you can really target your research and refine your ideas accordingly.

Preparation – Know every bit of the presentation, know and believe in the ideas you are projecting. Let’s be frank, if you’ve done the planning process thoroughly then you’re not going to be pitching something that has no relevance, therefore what you have to say is important and of interest, take confidence in this.  Rehearsing helps too – whether that’s to yourself, your boyfriend, your dog (all three are good I find) and of course your co-presenters, saying out loud what’s in your head or on paper is definitely a necessary part of the process.

Delivery – Honestly? Try and forget that you’re in a pitch situation and just concentrate on telling them what you really want them to know. Allow yourself to feel excited about the prospect of how you can work together to achieve this prospective client’s goals. Then it feels natural and starts to flow.

Then comes the hard bit of waiting to hear the outcome… my strategy for this is simple. Keep your fingers crossed.

Alex Underwood
Account Executive

It's a dog eat dog world

HMV 1908 – 2013, read it and weep.

But first, let’s rewind some 105 years to the birth of a brand that went on to establish more than 400 stores worldwide and provided a hub for music enthusiasts to unite through their love of lyrics.

The origins of the brand name ‘HMV’ were founded upon the title of a painting ‘His Master’s Voice’ which pictured a dog listening to a wind-up gramophone; it was this image that later became synonymous with the brand among loyal customers who devoted their hard-earned money to purchasing CDs at their local high street store.

Fast forward to the year 2000 and, ironically, it was those customers who became savvy to the cost-cutting ways of online downloads, fuelling a digital music revolution and leading to the demise of the master and his dog.

But why was this allowed to happen? Why didn’t someone take a long hard look at the business model and realise that buyer behaviour was evolving in the same way man has done since time began? With the advent of the internet HMV’s alarm bells should have been ringing as the battle for survival of the fittest had begun.

The downfall could have been prevented with a strong stakeholder management strategy supporting the organisation’s overarching mission to sell music, while creating positive relationships both internally and externally. Unfortunately for HMV, 80% of the public pipped them to the post as customers’ attitudes towards online downloads had made the transition from latent, to aware and then active. The public evolved, while HMV sat and watched.

Just as we highlighted in last week’s Starbucks blog post: the golden rule of reputation management is to always listen to your publics and tailor your message accordingly – the same can be said for any business model.

From telegrams to texts, books to ebooks and blogs to vlogs; the world has evolved and it’s time for brands to listen and adapt or get left out in the cold.

Let’s hope that future business models hit all the right notes.

Zainab Rahman
Account Executive