Last Friday, 30 January 2015, The Design Trust organised a very popular PR workshop & networking event at the British Library in London with various experts, including the Editor of Mollie Makes, Lara Watson.
This is practical PR post number 2 in a series of 4 where we share the expert tips from our 3 speakers. You can find the other posts here:
- Part 1: 17 PR tips & myths-busters by design journalist Barbara Chandler from the London Evening Standard.
- Part 3: 10 creative ways to raise your profile (without a press release) by PR expert & coach Paula Gardner of DoYourOwnPR
- Part 4: 99 Top design & craft journalists, media & bloggers to follow on Twitter
Mollie Makes Editor Lara Watson 3 qualities of good PR + 2 exercises:
The 3 qualities of good PR: be a story teller, an editor and ambassador.
Become a storyteller:
Know your niche and your angle: What do you want from the editorial?
Think about how you will illustrate your story.
Journalists want exclusives: tailor your tale!
Become an editor:
Who is your audience?
Think about who your customer is. Build a profile of your typical client, think about what they read and what events they attend.
What do they read? What tone of voice will you use that appeals? Be consistent across various (social) media.
Research the regular features in those different media: What are the readers and media looking for? How many images are included? What’s the style of the captions?
Be aware of deadlines: be ready for Christmas in July!
Have a media schedule (but be flexible within it!)
Address your approach to the right person, never just address to ‘The Editor’. We, like most magazines, publish exactly who does what in the magazine. Or check out who writes which column.
Become an ambassador:
Be part of the community, don’t just think about your product but broader. What’s your message or campaign?
Collaborate with others. Build partnerships.
Keep in touch.
Say YES to opportunities!
2 creative PR exercises (10min each):
Exercise 1: Write a tweet (140 characters) about something you currently want to promote. Great exercise to learn how to be to the point!
Firstly work independently, and then share with somebody to hone further. You can copy @MollieMakes @TheDesignTrust in! (and we will RT the best ones …)
Exercise 2: Who is your customer? Build a profile of your typical client. Think about what they read in particular and where they get their information from. Think about:
- Their name (give them one!) and age
- Marital status
- Lives in …
- Shops in …
- Reads …
- Watches …
Did you do the exercises? Send us your best promo* tweets, or let us know who your typical client is below in the comments box.
* a good promo tweet often includes an amazing picture, and a short text that focuses on your talent, why your audience could be interested or something funny or interesting! Good luck.