The Tess Daly #PRFail, how interviews can backfire.
Celebs and monetising fame
Celebrities become involved in PR campaigns because they either believe in a cause or they’re paid handsomely for their involvement. Celebrities and leading experts bring their own brand values to a campaign, endorsing its validity and enabling the organisation to gain increased exposure. In addition to this celebs with millions of social media followers leverage their value as well, charging for tweets and Facebook updates promoting the campaign.
Example 2: Naomi Watts on BBC 5 Live with Simon Mayo
1. The campaign message must be customised for the form of media on which the interview is taking place. For example there is no point in having visual references on the radio.
2. Spokesperson (celebrity) must be fully briefed and comfortable with the message.
3. The celeb must be prepared to answer off-topic questions. Only journos without journalistic integrity would stick to suggested questions. They tend to give bland answers and generic questions don’t take in to account a local market. The interviewer should always look at the audience first and the interviewee second.
4. The brand / client / agency do not have editorial rights over recordings. Mechanical copyright is with the person hitting record and conducting the interview. With that in mind, if you want anything removed from an interview, ask really nicely, it’s down to the media outlet to make the decision. The best example of this is when I was on the radio and the pre-recorded interviewee made a defamatory statement about someone else. I could have left it in, but the agency asked really nicely for it to be left out.
On another occasion I was warned by an agency following a bad interview that they would cut me off from accessing any more celebrities. This was totally uncalled for and lead to me dropping the interview and being negative about the spokesperson and sponsor on-air. I didn’t need access to their celebs as there were plenty of other stories available and even if I did want to cover it, I could use content from a news agency.
5. If there is a recording device, consider it always on. Refer to Rule 4.
6. For the individual handling the celebrity, don’t talk about other campaigns and certainly don’t talk about the celebrity in the building with you or any other. Refer back to Rule 5.
7. Good media training means that you can bridge from awkward or inappropriate questions to the topic that you want to promote, Answer-Bridge-Communicate. Not answering a question, becoming distracted or huffy does not do your own image or reputation any good. Once the interview goes to air, online or print, the media outlet is just recounting an experience. If you don’t want to answer something, have a strategy, remember your message and KEEP SMILING. Once you lose your relationship with the journalist, it will become harder to get a message across.
8. If a celeb doesn’t want to continue, don’t make up excuses like, “oh we’re wrapping early” (not always an excuse) or saying that “they’ve been told to end the interview”. Don’t blame someone else, it can be heard as the clicking in the brain of the celeb gets louder and louder. Simply say that we’re going to end the interview. It’s a loss for everyone. Don’t get annoyed with the media outlet for challenging or rude questions simply call it a day. The brand / charity / celeb lose out on exposure and the station loses content. Well…they lose content if the recorded material isn’t already great material (see example 1).
9. From the PR agency POV, don’t simply say to the client that the media outlet is banned and do nothing about it. If you are pulling them from your list, do it. The media have the ultimate choice to run your content or not, so they’re not taking your content on a story by story basis.
10. From a media outlet POV, don’t call a PR agency jokers and say you won’t use them, then days later take a story from them. Think about the relationship and access to the better stories.
11. Media outlets must remember that the PR agencies do a lot of work crafting media friendly stories, simply cutting them out and going to the celebrities agency or brand will usually not get you access. You have to remember that the celeb is being paid to be in that studio at that time for specific outlets. Of course this all goes out the window if you are a national or international outlet; you can do as you please as the monetary value for the agency and talent is significant.
Whilst I am not criticising the examples from any point of view, you can make your own conclusions based on the rules above. You need to play the game. We all know how it works, but let’s try to have some fun with it. Some will be smoother than others.
There are many different opinions on media training, but for the definitive course contact dangoldmedia.com or call 020 123 4745 for training in the UK and Canada.
Psychology, Behaviour, Influence and Emotional Engagement – Social Media at its best.
Social Media Week.
Another #SMWLDN has wrapped. It’s always good to see examples of best practice, listen to thought leaders and look at the evolution of this industry.
So many people look at social media as simply posting on Facebook and Twitter. It’s so much more…It’s psychology, behaviour, influence and emotional engagement. You could say that it’s a window on life through which you see real people, their decisions and reactions to everyday situations. The key to it from a marketers point of view is the opportunity to reach out and converse with a target audience.
That’s right, I said converse. It’s not enough to blindly post and hope that someone will follow / like / share. You have to think about the audience and their needs. If it’s an advert without thought and consideration, how is it going to benefit anyone?
Shop owner “A” walks down the street, turns to a stranger and shouts at them that he has a sale on in the store. Odds on, he won’t get the response that he was hoping for…
The smarter shop owner “B” waits, identifies the people that they would like to sell to and more importantly, identifies a need within that person.
“B” then walks down the street, finds someone with nearly worn out shoes, approaches them wearing a clearly branded uniform
and says “I can tell your feet hurt in those. Please let me help you, come to my store to get comfortable shoes. Here’s a discount voucher”.
The success rate for the second retailer will be higher than the first.
- Identify Audience
- Establish a need for your engagement
- Deliver an incentive.
Whether on the high street or online, the principles are the same. You can see from this that it’s much more than a Facebook or Twitter post…Social media lead sales are destroying the traditional decision funnel when it comes to purchasing. Using data to improve your marketing, research and offering will only strengthen your organization. I could go on to A/B testing and a whole jargon filled pitch, but I don’t see the point in that.
For me, it’s about delivering success for your brand, whether it’s through video, animation, podcasting or digital strategy. I am proud to say that we are here to cut through the noise of content marketing “Gurus” and bring you social strategy to simply help you grow.
Going #Viral Funny Man - #SMWLDN
How it was
Sat in a room for hours on end with internal, then external clients. Pitching a “viral” promising absolute numbers, crossing fingers and delivering poor results.
Why it didn’t work
Simply getting a brief from a client and making a viral is verging on impossible. If it comes off, it’s more down to luck than strategy. The content of most videos are information, presentation and call to action. If you spend time and look at videos that go viral there is a key component missing….Humour.
Some grey suited “consultant” is going to spit out his latte right now. Humour? That doesn’t fit in with our brand, we’re serious business. Well, let me clarify. Smart, well written, properly crafted humour. The type that changes dry content in to warm relatable engaging programming.
It doesn’t matter what the channel is, whether your focus is an online or broadcast audience, clever humour cuts through the boredom of grey commercials. Who wants to be the 4th 30 second advert in a 7 minute block? Dare to be different and let the story be told in a way that opens people eyes.
It’s not suitable for my brand
You could be right, but if that’s the case, are you looking for content to go viral in the first place? I know an example of two rest homes that have different strategies. One is traditional, using clear messages about quality of life and the residence. The other created a YouTube channel and leverages the personalities of the happy residents, telling jokes, stories and enjoying life today, not yesterday. Highlighting that life is not over, it’s just a different phase. Those fun videos have 000,000’s of views. What’s the core? They respect the people in them, they respect the audience and most of all, they make us smile.
The key to a viral is smile,
Whether its because of seeing something funny or touching. Most of all it has to be clever. In the communications world we have a lot of strategists, creatives and client handlers…Something is missing.
We need to ensure that content production is not only ticking boxes and hitting those KPIs, but we need to make sure that it’s well written. Think of it like open mike night at a comedy club, there is often more miss than hit. Can you risk your brand’s reputation on just having a stab at it?
Don’t leave it to an amateur, use Hoot Comedy, comedy professionals with a great reputation in writing and production.
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There is paperwork everywhere, which means that the #showprep is done. Ready for another 4 hours entertaining the South. #Radio #Studio #radiostudio #FM #Broadcast #broadcasting #entertainment #Alice2000 #TLRC #EncoDAD #radiostation #station #Presenting #Presenter #Announcer #Anchor