Visit speed website Speed blog home
February 1st, 2012 by nicole.hudspith

Video PR: How To

The PR world is changing rapidly and we, at Speed, want to keep on top of it! Therefore the majority, if not all, of Speed have been heavily involved in training in some way or another over the last couple of months.

This week it’s all about video. Do PR agencies know enough about video? Do they know how to do it right? And do they know how to make sure the content works on video? We are inclined to say that PRs do not know enough about video but we all know (or should know…) how to put compelling, written, pieces of content together. What’s stopping us from going a step further and being creative with these words?

Speed’s MD, Steve Earl, highlighted what video can be used for and examples of where it’s worked well and other where it hasn’t gone quite to plan. We also learnt the importance of lighting, framing and sound – a video without these in high-quality should really not be seen. Our resident video production company, Blueprint, talked us through some top tips, such as no fidgeting, no chequered shirts and filming next to a window – natural sometimes is the way forward! ;-) And then we were split up in teams; our team had to create a video on the value of video… oh the irony!

If you want to find out more about the challenges of video, the ample benefits and some top tips – please watch our Video PR: How To.

Thanks!

Enhanced by Zemanta
January 21st, 2011 by Simon Matthews

Fighting For Coverage

slip2.jpg

Image via Wikipedia

Most of the time pitching a story in can be a real joy, there’s a real buzz to be had from a good pitch. Sometimes, however, it can be a real battle to get the coverage you’re after – we’ve all experienced it surely – where you come up against an especially combative journalist (naming no names). Sometimes it can be a real fight and making the call can be like stepping into the ‘squared circle’ of a boxing ring.

(Warning – brace yourself for a series of tenuous boxing references)

Outfighter – These guys are tricky customers, they are going to try and keep you at arms length – perhaps “now isn’t the best time” or maybe “you should call tomorrow”. These aren’t aggressive journalists but they aren’t going to make it easy for you. You need to step inside their guard and slow them down with some killer lines.

Infighter – You will have come across one of these guys, they are up for a fight and don’t mind trading some blows. These are the journalists who ask the awkward questions or are just plain mean tempered. You need to have your guard up (read: know your story) or you will get savaged.

Jab – The jab sets you up for the rest of the pitch, the tantalising tid-bit to whet their appetite. Why the hell should they listen to you? This is your opener so make it a good one.

Straight – This is the main thrust of your assault, the power punch. A good solid explanation of what the story is and this is where you can secure the coverage. The one-two combination of the jab and straight will do the job.

Counter-punching – A journalist feeling antagonistic or in a bad mood is quite likely to come back at you. They could outright disagree with what you are saying or cross-examine your story, a good PR needs to be able to respond to this – i.e. know what you are talking about first.

Bob and weave – Some journalists (you know who they are) will come out swinging. By thinking quickly on your feet you can pre-empt or avoid the worst of it, this isn’t about bullshitting them – it’s about knowing the journalist’s style and requirements. Prepare yourself beforehand, no doubt someone else in the office has dealt with them before and will have some handy advice.

Haymaker – This killer blow will almost guarantee coverage, if it lands. Combative journalists are going to make it hard for you to deliver this. If you have a very strong story you can even lead with the haymaker and finish the fight before it even starts.

TKO – The Technical Knockout, this is when you have taken a horrible beating and the referee stops the fight to prevent injury. You have been savaged so thoroughly that you are forced to beat a hasty retreat with a flea in your ear. Avoid this.

Even if your story isn’t the strongest on the news agenda everybody loves an underdog story. If you know what you’re about and you’ve prepared fully you will be in a position to go the distance and hopefully get a points victory – the journalist might not taste the canvas, but you will have done your job and got the coverage. Think about it, Rocky was the underdog and he beat Communism – so what’s stopping you?

Enhanced by Zemanta
August 27th, 2010 by Simon Matthews

Ground Zero mosque and a media balancing act

Ground Zero Mosque Protesters 3
Image by david_shankbone via Flickr

The ongoing furore over whether or not a mosque should be allowed to be built near Ground Zero in Manhattan has brought many issues to light and has given people considerable food for thought.

If you want to read more about the mosque, Charlie Brooker has written a characteristically satirical take in the Guardian and the BBC has reported on it extensively (as has pretty much every news site on the internet). But while the media is legally obliged to be balanced in its reporting, should it have a moral obligation too, particularly given the sensitivity in this case? While a lot of the media coverage has been even-handed and fair, the right-leaning press must surely take at least some responsibility for the uproar.

The vast majority of people would agree that anyone with that level of influence over a group of people should act with restraint and have some kind of ethical obligation not to directly mislead the public. But is this moral necessity trumped by the need for a free press, and the commercial necessity to sell content? In the case of the mosque, the very real fear is that media slant will whip up prejudice and misinformed word-of-mouth that is socially damaging. Or even puts lives at risk.

To quote a well known superhero’s uncle “with great power comes great responsibility”. I think most people would agree with this as a general rule. The media should not be required to be squarely balanced in all reporting, as that would be overkill and make the media landscape a much duller place. But I do believe that there has to be some kind of ethical onus on fairness – regardless of legal and commercial requirements.

I have a couple of suggestions for simple ways for the media to improve balance:

-          Don’t report opinion as fact – at least try to back up your argument! Yes journalists are not ‘supposed’ to do this, but it is increasingly common as information from social media gets picked up by the conventional press

-          Avoid straw man arguments – all too common, but can be a very persuasive fallacy

Enhanced by Zemanta
August 20th, 2010 by Clare English

'Speeps' Profiles – Ruth Jones

This week, Technology director, Ruth, tells us exactly how it is with her inimitable Northern flair…

What did you have for breakfast. And why?

Slightly burnt brown toast with marmite. Because I like it.

Describe your journey from BD1 to WC2H.

Did I take a wrong turn?

What makes a good PR person?

Somebody who is hungry for success.  It is all about the result (within budget).

Favourite lunchtime venue near Leicester Square?

Ben & Jerry’s

Sum up leadership in five words. Do you make the mark?

Vision-control-delegation-motivation-accountability

Sure. And, if I don’t, it is your job to fire me.

What pisses you off?

- Excuses rather than solutions

- Lack of proactive drive (don’t talk about it, just do it)

- Made up timesheets

- Opinions without foundations

- Unconstructive feedback

- Pointless meetings

- Timewasters

- Boo shoers

- Crap coffee


July 9th, 2010 by Clare English

'Speeps' Profiles – David Bell

This week, David Bell rides a huge beast and shares his views on media and PR.

Persuade us to visit your home town Leighton Buzzard in a sentence.

It’s the home of legendary 80s band Kajagoogoo. There’s also a free fight available for anyone that ‘wants some’!

You’re famed for your trademark wink. What’s that about?

That’s scary, I didn’t even realise I did it! Is it a camp wink or more manly? Please tell me it’s not too Anne Robinson?

How does Speed compare with other places that you’ve worked?

There’s a real passion and hunger to deliver results for clients. Many agencies pay lip service to it but here it’s genuine. If I was a client I’d hire Speed.

Where do you stand on media fragmentation and the rise of digital networks?

The traditional PR model was all about using the media and analysts as conduits for reaching our target audience. Whilst elements of this are still true there’s now a huge opportunity for engaging with our clients’ buying audiences directly. As a result the PR space is more exciting now than it ever has been and creativity is more important than ever. The speed at which stories break now is incredible and they’ll often be over social media before they can be qualified by traditional news outlets. This gives us in PR the opportunity to contribute to the debate on behalf of our clients but we have to be very quick to respond.

Have you got any advice for account execs starting our in their career?

Before you get into PR, gain as much work experience as possible, not only will this help you get a job in the first place, it will also mean you’re better equipped to hit the ground running when you do start. For those working on more technical clients, swot up as much as you possibly can on what it is they do, who their competitors are etc. You can’t pitch or provide counsel for them unless you understand this.

What’s been the biggest change in PR since you entered the industry?

The exponential rise in all things digital. When I first started out, I actually had clients say that “online coverage doesn’t count”, they wanted the print stuff to hold in their hands. That’s all changed in a very short space of time. I do occasionally shed a tear when I see the likes of IT Week disappear and Computing go bi-weekly. Within the next 10 years it’s highly likely that all B2B print media will be online.

Enhanced by Zemanta
March 26th, 2010 by David Bell

Pay walls: if Rupert, can’t make it work, nobody can

The covers have come off the long-awaited announcement from News International on its plans to charge for access to The Times and Sunday Times. Users will pay £1 for a day’s access and £2 for a week’s subscription. It’s a bold and arguably very risky move. Supporters of the idea will say that payment mechanisms already work for the FT and Wall Street Journal but the audience and content is different. Business high flyers users will pay for exclusive content that they can’t get anywhere else and helps them do their jobs. The Times falls into a much more competitive category where ‘free’ (which really got going with the birth of Metro) has become the norm and a generation has grown up not paying anything for media content – be it news, entertainment or music.

‘Free’ only works where ad revenues provide adequate return, or a compulsory tax is put on users (as Rupert himself might have said re the BBC). And it’s a shame for all of us that the ad numbers haven’t quite stacked up yet (with news media at least).

The advertisers will be crucial to this, as a drop off in page views will likely mean they’ll move on to other outlets, making the need to attract paying subscribers even more pressing. Either way, this will truly be fascinating and its success or failure will probably define the media landscape for the next 20 years. If (arguably) the most successful media figure the world has ever seen can’t make this work then arguably no-one else will be able to.

Reblog this post [with Zemanta]
February 3rd, 2010 by Abbie Waller

Twitter – what’s the f***ing point?

Sometimes those of us working in the communications industry can get a bit carried away with our own hype – shocking revelation I know. However, for me Twitter is an absolutely perfect example of this in action. A day does not go by when I’m not talking on or about Twitter and the media is always full of articles talking about how fast it is growing and how popular it is becoming. However, when I meet my friends outside the office, not a single one is on Twitter and I’m constantly being asked just what the point of it all is. Have we all become so carried away with our own hype that we’ve forgotten Twitter is still pretty much a niche tool whose column inches have allowed it to punch some way above its weight?

If Twitter is to achieve mainstream adoption, it still has one very important challenge to overcome – explaining to consumers just what exactly it is there for. Is it just a way to stalk celebrities and tell the world what you had for lunch or is there actually a valuable purpose lurking behind the hype? I’ll admit that it’s taken me some time to uncover what I believe the purpose to be (and I’ll happily admit this might not be the same for everyone) and move past my cynical beginnings.

For me, Twitter is all about knowledge. I can spend 10 minutes on Twitter in the morning and be completely up to date with all the news from around the world. I’ll often find out about breaking stories through Twitter and invariably I am the first one to share this with my friends. So, if you still don’t really understand why you should be on Twitter – just think about how intelligent you can look down the pub.

August 25th, 2009 by admin

Hot off the tech media 25.08.09

IT PRO – BT halts its graduate scheme
BT has temporarily stopped its graduate recruitment scheme, citing the recession. The scheme traditionally employs 130 graduates to be trained in one of three areas – ICT, professional management or HR/marketing. The company receives thousands of applications each year.


IT PRO – Media multitasking not a good move

Watching YouTube while writing an email and talking on the phone might sound like an effective use of time, but a new study has suggested such multitaskers actually perform all their tasks poorly. Researchers at Stanford University said the results had surprised them. They were looking for the secret to good media multitaskers but instead found broad-based incompetence.

ITVT -Schematic Forms New Division Focused on Interactive Out-of-Home Experiences
Interactive design company, Schematic (note: the company’s chief creative officer is high-profile interactive TV industry figure, Dale Herigstad), last Thursday officially launched a new interactive, out-of-home (IOH) division, called Schematic Touch, which it says will help brands and venues connect with consumers by creating interactive experiences in public places.

ITVT – Cablevision Launches “iO Shortcuts” Interactive TV Application
New York-area MSO, Cablevision, announced Thursday the launch of iO Shortcuts, an application that it bills as providing subscribers to its iO TV digital cable platform (note: the latter enjoys 94% penetration with the MSO’s customer base) with “one-click access” to various services and content offered by the platform, including interactive and on-demand local news, traffic and weather updates from News 12, information on new service enhancements, and new on-demand movies.

Computing – BT closes graduate recruitment scheme
T has closed its graduate recruitment scheme as part of its cost-cutting programme. The firm says it will not set a date for renewing the scheme but will maintain relationships on campus with students, faculty and career management services. BT said in a statement: “BT can confirm that it has decided to cease its graduate recruitment programme for the time being, as a result of the current economic environment and pressure on staff numbers.”

ComputerWorldUK – Hackers turn to Opera browser to ward off other criminals
Hackers using multi-exploit attack “toolkits” take defensive measures of their own against other criminals, a security researcher said today. “Exploit kit operators do use mainstream browsers, but they’re much more likely to use Opera than the average user, because they know that the browser isn’t targeted by other hackers,” said Paul Royal, a principal security researcher with Atlanta-based Purewire.

ComputerWorldUK – New virus uses Borland compiler as attack vector
A new virus that infects programs as they are being compiled has claimed its first scalps, infecting software sent out on a cover CD by a major German computer magazine and even other malware programs. The software is also believed to have infected a second program, Any TV Free 2.41, and Sophos reports with some irony of having discovered it inside several unnamed bank-hacking Trojans.

ComputerWorldUK -Revamped Yahoo vows to fight Microsoft despite search alliance
Yahoo showed yesterday that it intends to keep fighting Microsoft on multiple fronts, demonstrating an array of improvements in the way it presents search results and other offerings. The long-time rivals announced an alliance last month designed to keep them within sight of Google, the internet search leader. But that deal is confined to search, and Yahoo’s comments made clear the Microsoft tie-up leaves room for antagonism even there.

CBR Online – Cloud computing gaining critical mass among large enterprises: survey
Cloud computing is gaining critical mass among large enterprises, with more than 80% of respondents are at least in trial stages for public and private cloud computing deployments, according to a survey conducted by F5 Networks.
In addition, despite the maturing rate of adoption of cloud computing among enterprises, the study shows that there is considerable confusion and concern around the definition of cloud computing.

Silicon.com – Wake up, brush teeth, log on: Most techies check email before 9am
The traditional nine-to-five office day is ebbing away, with techies seemingly unable to resist checking their email before breakfast. The majority of IT workers are now checking their email, either on a PC or a mobile device, before 9am, according to a poll of silicon.com readers.

The Register – Pillar offers storage clunkers cash too

Pillar is running a cash for Storage Clunkers promotion, following in Xiotech’s footsteps. The company is offering to replace a customer’s whole storage array and is working with a technology financing company, Key Equipment Finance, so the customers can turn in old products from any vendor, get a value for the old product and use that value (or quote) towards the purchase of a new Pillar Axiom.
The Guardian – Internet cut-off threat for illegal downloaders
People who persist in swapping copyrighted films and music will have their internet connections cut off under tough new laws to be proposed by the government today. The measures also include taking the power to target illegal downloaders away from regulator Ofcom and giving it to ministers to speed up the process.

Computer Weekly – Met Police hires consultancy to monitor social media sites
The Metropolitan Police has hired a firm of consultants to help it monitor social networking sites. The police force says it wants to monitor peoples’ perception of the Met, and counter rumours about what the police are doing ahead of this week’s Climate Camp, which is due to take place during August bank holiday weekend. The Met Police is two months into a six-month contact with 6Consulting, which is monitoring sites like Flickr and YouTube.

Computer Weekly – SMEs’ phone bills to treble for premium rate numbers
Tens of thousands of small and medium businesses face a trebling of their phone bills in September if they have not already moved off their old premium-priced non-geographic numbers. The numbers affected start with 0870, 0871, 0872, 0873 and 09. Opal, the B2B division of the TalkTalk Group, said up to a third of UK businesses could face increases of up to 200%, because they have not responded to new Ofcom rules.

June 1st, 2009 by Speed Budapest (Matt)

Sky calls on citizen journalists with iPhone app

skyphoneSky has launched a free iPhone app that not only helps you keep up-to-date with the latest news, but lets you make it too! The application features the ability to send short news stories and pictures, along with your contact details, to the Sky newsroom, should you see something newsworthy.

Citizen journalism has really taken off in the last few years, with the ubiquity of camera phones and the growing use of the mobile internet making it possible for anyone to report the news.

Just a couple of months ago, a passenger on the plane that crashed into the Hudson river jumped straight into citizen journalist mode and posted a picture of the crash on Twitter, alerting some of the world’s top news providers to the story.

Right, I’m off to stand outside the Priory with my iPhone to see if I can snap Susan Boyle doing something strange.

Update: Econsultancy have published a review of this app here.

May 18th, 2009 by Speed Budapest (Matt)

Can you measure PR in hits?

The Financial Times has a terrifically-titled piece by Andrew Edgecliffe-Johnson today – A want to break free – which looks at how the news industry could properly monetise online content.

“How much would you pay to read this page? At around 2,000 of the roughly 50,000 printed words in a typical copy of the Financial Times, it should in theory be worth about 4 per cent of the newspaper’s cover price – 10 US cents, 17½ euro cents or eight pence.

To readers particularly interested in the subject, perhaps, it may be worth more. To others, though no journalist would like to admit as much, it will be worth nothing.”

While the debate over how to monetise online content is an interesting one, that’s not what this post is about. I’m more interested in Andrew’s comment that an article is worthless to some readers, and hence they don’t read it. This is something I’ve been thinking about for a little while; it it possible to calculate how many people have read an article online and use that as a way of measuring PR?

The FT has more than 860,000 unique monthly visitors, according to Gorkana, but I refuse to believe that all those people read every single article on the website. While some articles will be read by thousands of people, many won’t. Simply because some topics are more niche.

So, here’s the big idea. If the media were to share website analytics such as the number of unique hits each article gained and  how long those visitors had spent reading each page,  PR’s could provide their clients with an accurate number of views for each piece of online coverage. But what’s in it for the press? Well, they could sell this data to PR’s, via a clippings agency perhaps. The press get an extra revenue source and PR’s get a way to provide clients with more advanced measurement. Win-win? What do you think?