Broadcast Dos, Donts and "Oh My God They Did"s!

Some tips, some rants and some entertainment...for SOME!

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Eurovision 2015; Will 'Electro Swing' swing favour our way?

Slightly off topic for this blog…but I did promise a few opinions on the way!

It will soon be May and it will soon, once again, be time to sample the HORRIFIC delights that our neighbours across Europe throw at us for Eurovision. All for the chance to waste hundreds of thousands of pounds to host a European (oh, and Australia????) music event that frankly the world couldn’t give two hoots about!

2015 ENTRY: 

Curiosity got the better of me when BBC One told me that some Eurovision news was on the Red Button. You know, all films tell you, you shouldn’t press the red button - now I know why!

Has anyone heard of Electro Swing. I am pleased to say that I have so a little glimmer of excitement over our Eurovision entry came over me. I watched a droll and unexcited Scott Mills tell me to expect to hear more about the song and artists, but first, in a monotone and frankly uninterested manner, he introduces the song! 

ELECTRO VELVET: STILL IN LOVE WITH YOU

Our entry for Eurovision is a catchy, quite fun attempt at tapping into Electro Swing. For your reference, follow the link to Caravan Palace to find out why I am excited by this music genre. 

Our Eurovision song is, however, more of a karaoke, modern day camp site attempt at creating something that could be so much more. In fairness; it is very catchy and my foot was tapping throughout. The lyrics are fun, but in reality could have been constructed by a group of 10 year old kids in the primary school playground.

The two vocalists; a male tribute artist with the personality of a bean-sprout and a The Voice reject (nobody turned!) female, who “is still pinching herself she is here”, both seem like ‘normal’ people - they should be; it was a public submission platform that found our entry. But, I feel that they have EVERY idea that this will do little for their popularity or fame!

Take a look at their interview HERE

CONSPIRACY THEORY: DOES THE BBC WORK HARD TO ENSURE WE NEVER HAVE TO SPEND THE THOUSANDS OF POUNDS, TO PUT ON THIS TRIPE?

I would have even more respect for our BBC big wigs, if this is the case. Stick something new in and we have more chance of NIL POINTS! 

The thing that worries me is, there is an emerging trend of Electro Swing that, I have to admit (again look at Caravan Palace) I do honestly have a real affinity for. A modern day take on 1920s, 1930s life, that the whole world can recognise - and Britain was at the forefront of music in these days - as we always have been. Why then, put this genre into a competition where ladies with beards, horror car crash music and worse, wins big? Why put a song, in a new upcoming genre, that has been written by the man that wrote the THEME TUNE for JIM’LL FIX IT, into a competition that defines nothing but political bias? Who knows?!

But, the one thing I do know - I feel sorry for the two artists who may just emerge a little more famous post Eurovision; I feel sorry for the genre that this is being put in;and I genuinely feel sorry that Eurovision has to be hosted by gay men, just to get the gays to keep watching and keeping the viewing figures up. This gay however, has given up! 

Good luck Australia, you have no idea what you have entered in to! 

REAL Electro Swing: http://www.caravanpalace.com/

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Don't Have Egg on Your Face or Be Green with Anger - Media Train!

One of the most famous interview blunders in political history came when Edwina Currie (the government’s Health Minister at the time) made a single word mistake, that led to her resignation and then an OUSTING by her constituency at the next general election. Do you remember Salmonella gate? Do you remember her immortal words “MOST of the eggs…”. 3rd December 1988 - a time I am sure, a now very successful broadcaster and novelist, will always remember. As will the thousands of farmers whose livelihoods were destroyed, catastrophically!

http://news.bbc.co.uk/onthisday/hi/dates/stories/december/3/newsid_2519000/2519451.stm

Coming up to the general election even Mr Cameron is avoiding all televised sessions except one, you would have thought politicians of all people, would be able to get through an interview or question time unscathed, right? Obviously not! 

The Green Party leader, Natalie Bennett took to the air waves on LBC, with long standing broadcaster Nick Ferrari. She was there to discuss her OWN party policies - something you would have thought very important to her and moreover something she would be happy to discuss and with ease. When asked a simple question about her housing policy, she froze. She didn’t have an answer. She stumbled, coughed. Did you hear it? It has been labelled as a car crash - take a listen!

http://www.lbc.co.uk/incredibly-awkward-interview-with-natalie-bennett-105384

Her failing was not that she didn’t have the answer; but the way that she handled herself, fumbling around and faking a cough (“Sorry, I have been unwell” doesn’t really cut it, Natalie) to cover that she simply didn’t have the answer. In doing so, she flustered herself and left the door wide open for Nick to run in and batter her all the more. Shame! She has since had media training; according to the article in the Independent - but what should she have done?

Media Training is not rocket science, it is common sense. But, we all know that common sense eludes us when the adrenaline and nerves kick in. If you are planning on putting yourself, a colleague, a client or a family member into a situation where they can be interviewed by a radio station, by TV or by a whole list of broadcasters and journalists; MEDIA TRAINING them is essential.

Remember, most interviews are not going to try to trip you up. The interviewee, however, normally has a raft of messages they need to deliver, a company to reference research or content to and deliver a website URL all whilst being a friendly, personable, likeable and educated guest for the broadcaster/journalist. It is not as easy as you think!  

My job, most of the time, is to put people in these spots for brands and companies all over the UK. I feel that our one on one approach to media training, specific to message, topic and campaign, really works to alleviate this. I am not, however, immune to danger in this area. I once had the pleasure of working with an amazing professor, lovely lady, organised to do a series of very serious, health interviews to raise awareness of developments in disease treatment. Dry, but interesting and full of real fact but also lots of red tape. She was the perfect person - she knew it all! She was confident, friendly - everything you would need. What I didn’t realise was, even with my experience, there was a slight twitch in the corner of her mouth, she had sweaty palms and a pale, white face - evidence of a woman on the verge of breakdown. She entered the studio booth, popped on the cans, spoke about her breakfast in the microphone and was ready to run. First interview; BBC Radio Scotland, LIVE at 06:35. The station connected, the friendly female producer spoke in a warming Scottish accent to our producer, the producer put them through to the booth. SILENCE. More SILENCE. “Just say hello..” my producer said. “Hello….just say hello!” He repeated. I started  to realise she wasn’t going to talk. Needless to say - she wasn’t going to do this interview. I had no choice, Jay Evans, her research partner from the organisation (I was thinking on my feet…I couldn’t think of a title!) was in her place as she was “taken unwell”. A very long 7 minute interview took place…I think I did OK. My client and guest seemed happy, although I am sure my client needed Valium). My spokesperson seemed elated as she knew I had the information and ability to do the other 22 interviews of that day! I did, I was exhausted, but I did it! 

Morale of the Story: I had years of experience, my spokesperson had media and public speaking experience plus she had written ALL of the content for the interviews. I didn’t see any issues with that morning - in fact I was looking forward to coffee, croissants and chat with my client whilst she got on with it. I WAS WRONG! My client was WRONG! My guest was WRONG! 

Nobody is impervious to nerves and it doesn’t have to be a difficult subject matter, you don’t have to be an MP and you don’t have to be getting a grilling from an over zealous presenter, to fluff! You do, however, need the tools in your belt to get yourself out of situations and appear professional. The important phrases of “Sorry, that is not what I am here to talk about”, or “I am sorry but that is not something I am qualified to discuss, I am sure there are people more educated in that, than I” could offer the difference between EGG and GREEN interview failings for YOUR spokespeople!

MEDIA TRAINING - A REQUIREMENT NOT A LUXURY! 

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Take Your Content Marketing Mobile

As the digital revolution appears to be making more and more strides forward, some of us are starting to feel like we are left behind. The traditional press release, cutting in the nationals or interview on the BBC, is now only a small fry in a sea of enhanced coverage that is starting to demand more ROI than ever. So, how do we keep up?

Nobody has a definitive answer, but one thing we do know is; keep informed, stay creative, (excuse the cliché…) think outside the box, but more importantly, spread your network of people that can make these things happen.

Being mobile…

93% of the UK population in 2014 was using a mobile phone on a daily basis. 73% of those had access to a 4G network – anyone who lives in the country like me will know, this is usually a lot faster than your home broadband! 47% of the people with a phone use social marketing sites and 35% utilised their mobile to keep abreast of news. A huge shift in the way everyone is consuming.

What content do you have at your disposal?

Images

Infographics are a great way to sex up your research and really enhance your story. Whether you are looking for placement on the Independent online, or looking for targeted shares on twitter – this will make it visually more sassy.

Basic campaign imagery – Don’t make it an ad. Make it lifestyle, make it real to the story/your brand and allow the editors to put text to it.

Check the size; If you are marketing for twitter - make your content stream friendly - a consumer will only click an image to enlarge less than 10% of the time!

Videos

1.3 billion people watch an average of 162 videos per month – surely we all need to tap in to that? The content of the video is key – but there are a few options available, even for the ‘driest’ of stories!

Infographics can be animated to really bring your facts to life. Find a company that understands your needs. Voice it over to enhance the elements but VITALLY important; include ALL of the content in the animation. How many people do you see watching things on their phones on the train with no sound? Think of your audience and how they are consuming.

Video News Release: Can really enhance a campaign message, especially if you have a credible spokespersons time. Being punchy, interesting, educating, factual ensures you keep your audiences attention. Why not use your facts and figures in an eye catching and engaging way.

Vine: Why not create a small vine video to promote the longer video. Super twitter friendly!

Embed your videos on social media - forget the links to YouTube. Monitor your views via the likes of Facebook!

Don’t forget - LinkedIn is there for the professionals - video is not always for B2C projects!

Don’t forget though – make sure the videos are produced to suit all mobile or tablet formats. Use an expert for advice – don’t just assume!

There are more ways to mention to make the most of content marketing but I will always remember this little gem of a phrase: Does my campaign have…

“Scroll Stopping Content”?

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If I was down to my last dollar, I would spend it on PR

Bill Gates

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Who the hell is that on the radio...?

I am pretty sure you have all thought or said that when you hear someone on the radio? That boring, uninteresting, monotone bloke from the Association of Blah de Blah?

I know I have! More than once! But is it the Radio Stations fault? Have they sourced the right person? Is that person the right person for the interview?

Or is it us PR people getting it all wrong… Probably!

We all know Joe Bloggs, Marketing Manager of Blah de Blah is probably the most knowledgeable person to talk on the subject - but we all know NOT TO USE THEM! They suffer from (forgive the phrase) Brand Tourettes and frankly most are about as exciting as watching paint dry in a dark room!

However, the biggest mistake is not always the interviewee but the subject they are talking about. I don’t mean don’t talk about it but…

MAKE YOUR INTERVIEW INTERESTING TO THE LISTENER - NOT WHAT YOU WANT TO ACHIEVE FOR THE BRAND

Advice is always available - gather consultancy, ask the experts and choose wisely!

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Advertising is saying you are good. PR is getting someone else to say you're good

Jean-Louis Gassee

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Broadcast PR; Creative-less, Ineffective, Generic, Last Resort?

On deciding to return to Public Relations, the first and only serious question I have been asked; WHY BROADCAST PR?

I have decided to write a series of “straight-talking” posts to explain why I love Broadcast & Digital PR and why I think it may not be used the most effectively - I welcome any feedback!

"Why not traditional PR?" "You are a creative person, why hamper yourself with a career that you cannot harness your abilities?"

I have worked in Broadcast PR for over 8 years in the course of my life, across three very different agencies. Each with their own merits and each with their own failings. Each, however, provide clients with some great awareness building campaigns that I know has bolstered the efforts of the PR manager, Marketing Manager or the clients PR Agency. Those campaigns were not down to the agency chosen - but the people working on the campaign.

The key to a good Broadcast PR campaign?

People//Relationships//Creativity - all traits of a good PR agency, right?

Treat it as a PITCH not a TENDER

A Broadcast PR company is an agency, just like a PR agency. So, why call and ask them “How much for a 15 interview Radio Day?”. We can all quote for that - but does that really deliver your objectives? Does that really give you the power to know that those 15 interviews/that agency are going to be providing you with anything that you are comfortably going to present to your client at the end of the project? I doubt it! Why not just send out a 5 question form and pick the cheapest!

Treat it as a pitch: Pick three agencies and create a pitch situation - if only on email/phone. Provide them with the concept of your campaign - what angle you have taken, what research you want to do/have done, what you hope to achieve and, presuming you have already pitched and got approval from your client/decision maker, what you have said you could achieve. Allow those three companies to revert with what THEY think is the best approach for you, how it is going to work to deliver the strongest results. You will obtain 3 very different responses no doubt, but from those three you should be able to ascertain who you feel understands the brief and objectives the best. 99% of the time, one of them will stand out for you - but remember if they are PROMISING coverage, they may not be the most trustworthy partner to work with!

How to get the most out of your Broadcast Agency

OK, the above was based on approaching a broadcast agency when you have already decided, pitched to your client/boss what you would like to include and have to now ensure that this happens. But there is a better way. Best get your NDA templates at the ready!

A broadcast agency is only as successful as their last campaign. Plus, they only get a fee when they win a project with you - so they need you to book with them. Make the most of this in several different ways - trust me it pains me to say this!

Involve them early: It’s free creative! Use them to bolster your creative. Use their knowledge of the industry to provide you with ideas. Include what you like best in your own briefs and budget accordingly.

Build a Rapport: A broadcast professional is like an extension to your team - at least that is how it should be. They should be the account exec on a clients team in an agency that happens to have a particularly good skill in one area. Have a relationship with them so that this is the case. Keep them in the loop on how the traditional “sell-in” is going. Let them know if one angle is working better than another. Allow them to do the same!

Be Flexible: The agency should always be open and honest with you at all times, if they have been getting feedback from the media and have ideas to get the most out of it for your client/boss - then listen. You may find its the difference between a quality interview and 2 minutes of “slot filling” garbage!

to be continued…