The Public Relations Show - Stream Two - Government, communities and society

26 NOVEMBER
LONDON

♯ PRSHOW13
Sponsored by Vuelio

Stream two:
Government, communities and
society
♯ PRSHOW13

Thank you to our
Sponsors and Partners
♯ PRSHOW13

R UV Ugly? – how Unity delivered
life-changing results for Cancer
Research UK
Speakers:
Ella Dorley-Brown, Associate
Director & Nik Done,
Co-Founder
Unity
@Hello_Unity
Facilitator:
Alastair McCapra
CEO of CIPR

Unity & Cancer
Research UK
R UV UGLY?
♯ PRSHOW13

Today…
•
•
•
•
•
•

The Brief
Our strategy
Objectives/KPIs
What we did
Summary
Legacy

The problem…

Despite an under-18 ban, many were still using
sun beds in an effort to achieve “that glow”

The problem…
Often encouraged and ‘vouched for’ by older
friends and relatives

Average first use at 14 years old; usage
increased steadily between 14 and 17
Young women up to 3x more likely to
use sunbeds than men
They knew the risks. They just didn’t care

Why?

•
•
•
•
•

‘Going out tan’
‘Pre-holiday base tan’
‘Clears spots and blemishes’
Perceptions of what boys find attractive
Pampering / treating / social experience

Clear evidence of
pressure / facilitation
from peers and
influencers

Spurred on by celebrity obsession, the nation’s love affair with tanning showed
no sign of easing

But...

Research worryingly showed that using a sunbed
for the first time before the age of 35 increased
the risk of malignant melanoma – the most
serious form of skin cancer - by 75 percent

Specifically…
• Actively engage young females (16 – 24 year olds) and a
secondary audience of older ‘influencers’ who allow or
encourage sunbed…
• …And, bring about measurable attitudinal and behavioural
change

A word on
tanning
41% of UK women now use
self-tanning products (St. Tropez)
UK market now worth £35m, not
including spray salons (Mintel)
Post royal wedding “Middletan
effect”

The battle
has been
lost. Lets
win the
war

The battle
has been
lost. Lets
win the
war!

The influencers…
• Older female friends, relatives and immediate family members
(mums, aunts, sisters)
• C2DE, 25-44
• Major cities and conurbations, with a Northern bias
• Influence younger friends and relatives by:
•
•
•
•

Passively allowing sunbed usage
Actively encouraging sunbed usage
Suggesting it’s a ‘social pampering’ occasion
Actually accompanying / paying for / vouching if underage

…and the target
• Daughters, nieces, younger sisters / younger friends
of Influencers
• Highly sociable, highly mobile (in both senses)
• May share many experiences with their influencers…
shopping, holidays, parties… and sometimes
sunbeds
• ‘Start getting ready for Saturday night on Monday
morning’

Interest barometer
Target

Influencer

Saturday night

Family

Looking good

Soaps/celebs/r
eality TV

Mates/boys
Celebs/reality TV

Shopping /
looking good

Shopping

Mates
Health

Health

Interest barometer
Target
Saturday night

Influencer
Family

Looking good

Soaps/celebs/r
Threat to
eality TV
appearance, more
Mates/boys
powerful than threat Shopping /
Celebs/reality TV of cancer
looking good
Shopping

Mates
Health

Health

Challenges
• Scare tactics don’t work
• ‘Nannying’ (sunbeds / tans are naff / uncool) doesn’t
work
-

and who are we to patronise?

• Our young, user audience is highly sociable and
therefore highly susceptible to peer pressure
• As a group, this makes them strong-willed…
• … and also resistant to ‘preaching’

Never forget…

Peer trumps
influencer

Interest barometer
Target

Influencer

Friday night

Family

Looking good

Money

Mates/boys

Soaps/celebs/r
THEY can’t lecture
eality TV
- or becomes adult to child voice,
Celebs/reality TV
Shopping /
and target switches off
Shopping

looking good
Mates
Health

Health

Interest barometer
Target

Influencer

Friday night

Family

Looking good

Money

Mates/boys

Soaps/celebs/r
We need to give them something
eality TV
that they can use to successfully
Celebs/reality TV
Shopping /
convert those they love
Shopping

looking good
Mates
Health

Health

Interest barometer
Target

Influencer

Friday night

Family

Looking good

Money

Mates/boys

Soaps/celebs/r
and eality TV

Reveal the threat to their Celebs/reality TV
their loved ones’ - appearance…
Shopping

Shopping /
looking good
Mates
Health

Health

Interest barometer
Target

Influencer

Friday night

Family

Looking good

Money

Mates/boys

We need to
make it easy for
them!

Soaps/celebs/r
eality TV

Celebs/reality TV
Shopping

Shopping /
looking good
Mates
Health

Health

Strategy must-haves
• Leverage sweet spots of shared interests
• Where they "hang-out" (online or offline) is the best place to create
awareness, interest and knowledge
• Important to personalise issue i.e. real-life stories, celebrity context
• Participation increases their ability to take control of their health
• Capitalise on combined sociability and shared experience
• Offer a solution / an alternative
• Speaks in THEIR language, not ours
• Society and the people that matter to them to be positively reenforcing the message in a non preachy way
• Start conversations around an area of interest for both

Reason to believe
Not threat of cancer
Threat of wrinkles

Key insight

“

Visual interventions that highlight the unnatural,
damaging effects of sunbed use are more likely to
appeal to an audience strongly motivated by
appearance-based beliefs

”

Vanity
• Target audience is
obsessed with their
appearance…
• …and with the mirror
• Constantly looking for
flaws, seeking out that
very first wrinkle
• They use magnifying
mirrors and would go
further if they could…

What’s
beyond the
magnifying
mirror?

The UV Scanner
They graphically show
what lurks beneath

Women can’t get enough
of them!

Barriers to use?
- Lack of awareness
- cost
- Access

We placed the skin scan
at the heart of our
campaign

KPIs
REACH

4 pieces of national coverage

ENGAGE

800 pre questionnaires completed
300 post questionnaires completed

CHANGE

Questionnaire analysis to prove attitudinal and
behavioural changes which lead to a drop in
sunbed usage amongst 16 -18 year old girls

Focus Group
• Conducted three focus groups
-

Separate for both influencers and influenced

• Skin scans given the thumbs up by all
-

Liked real life before and after images

• R UV UGLY? deemed to have
relevance and meaning
• Our experiential idea scored highly
-

More to come…

• Metro established as being key

Time to get the
building
blocks in place

Sk:n Partnership

By teaming up with the UK’s No.1 skin clinic, sk:n, to offer free skin
assessments, we were able to remove the cost barrier (usually £25),
personalise the risk through individual consultations and also, with 37
clinics nationwide, make them accessible to the masses

Sk:n Partnership

‘Two-for-none’ vouchers - meaning they could share the experience
with a friend, or family member/friend

Sk:n Partnership

A pre and post questionnaire was also created for completion in-clinic,
enabling us to gather vital data on attitudes towards sunbeds

Sk:n partnership
• Arranged briefings for regional and clinic managers to provide
detailed knowledge to consumers
• Sk:n staff managed bookings and gave expert advice to
customers
• Staff participated in regional open days in 10 UK clinics and
staffed experiential tour
• Supported through social media and database e-shots
• Provided media spokesperson and hosted press briefings

Vita Liberata
•
•

Teamed up with celebrity favourite fake tan brand Vita Liberata (secured for
free), we also offered all participants safer alternatives to sunbeds
Provided over 1,000 product samples for media, experiential, clinic open
days and wider campaign

Brand Assets

Actress, model and a cast member of Made in Chelsea, Gemma Gregory was secured
(for free) to be the face of R UV UGLY?

Facebook App
• To take the campaign, digitally, to where
the audience hung out, we created a
bespoke Facebook tab as a campaign hub
• Living within Cancer Research UK page it
provided campaign information and case
studies
• Importantly it housed a text/email voucher
mechanic for our audience to claim their
‘two for none’ scans

Binky Felstead
•

•
•

•
•
•

Unity secured Binky to become an R UV UGLY?
ambassador
Personally endorsed Fake Tanning Tips guide
Starred alongside Mummy Felstead in Fake
Tanning Tips video, hosted on campaign
channels
Secured exclusive front page hosting on Daily
Motion which saw 1,680 views in UK in a week
Secured exclusive coverage for Binky video on
Heatworld
Binky tweeted to her 128,000 Twitter followers

Express & Star
• Secured free online adverts with
Express & Star group
• R UV UGLY? banners were
included on OK!, New, Star,
Channel 5 & Express Newspapers
websites to coincide with launch
• Key titles for target demographic
• 300,000 OTS banners of various
sizes across sites

Celebrity

Camilla Dallerup

Kym Marsh

Maria Fowler

Billie Faiers

Paloma Faith

Kate Lawler

Gemma Merna

Jeff Leach

Matt Hollbrook

Sam Faiers

Launch
• R UV UGLY? was launched with a Metro
exclusive
• The story was supplemented by maximising
our celebrities stories
• A story on TOWIE stars Maria Fowler, Sam
and Billie Faiers support for campaign was
released shortly after
• An exclusive PA interview with Sam and Billie
then ensured mass regional coverage, key for
the campaign’s success

Friends & Family
•

•

•

A survey was used to highlight the fact that
friends and family members were encouraging
loved ones to go on sunbeds and inadvertently
putting lives at risk
“26% of sunbed users were encouraged by a
family member or partner to use a sunbed for the
first time”
Coverage included a ten minute spot on the
Daybreak sofa with Dr. Hilary Jones and Camilla
Dallerup whose mother, a former sunbed addict,
had suffered with skin cancer

Clinic Open Days
• To help drive skin scans sk:n organised a
series of R UV UGLY? walk-in open days
• 10 key towns and cities were identified due
to their large numbers of sunbed outlets
and high rates of malignant melanoma
cases
• The idea was to create a quick and easy
walk in atmosphere for assessments
• Bespoke regional PR stories built around
each open day with local stats and figures

Charity hopes “R UV UGLY?” campaign will shine light on the
danger of sunbed use in Nottingham
Young people in Nottingham are being urged to face the invisible
damage inflicted on their skin in pursuit of a tan, as part of Cancer
Research UK’s new R UV UGLY? campaign.
The campaign aims to raise awareness about the skin damage,
premature ageing and health dangers of using sunbeds.
Nottingham is being targeted due to its high concentration of
sunbed outlets. With over 25 outlets, the city is within the top half
of all local authorities in England. That’s around 10 sunbed outlets
per 100,000 people.*
In response, the R UV UGLY? campaign will be taking over sk:n
Nottingham (Address) on Sunday 26 February for a special open
day, offering the public free skin scans that normally cost £25 each.
Using specialist skin-scanning technology, the consultation will
highlight the hidden damage lurking beneath the skin’s surface that
is caused by overexposure to UV, both from sunbeds and the sun.
Not only do sunbeds make you look old and wrinkly before your
time, but figures show using one for the first time before the age of
35 increases the risk of malignant melanoma – the most serious
form of skin cancer - by 75 per cent.
Malignant melanoma rates have more than doubled amongst 15-34
year olds in the East Midlands since the mid 1980s and someone in
this age group is now diagnosed with the disease each week.**
Chris Lunn, SunSmart campaign manager at Cancer Research UK,
commented:
“We are worried that people in Nottingham might be putting their
health at risk by visiting tanning salons to achieve a tan. Often the
consequences aren’t seen for years so we want to help give people
a sneak preview of what their future face looks like and if they must
have a tan, encourage them to switch to a safer alternative by
using fake tan.
“We want people in Nottingham to come and have a skin scan and
see for themselves the effects that using sunbeds can have on your
skin.”

Experiential
•
•
•
•
•

At the heart of R UV UGLY? was bringing the experience to a captive
audience where sunbed use was prevalent
Unity created a bespoke skin scan photo booth
Encouraged public participation by making the activity fun and engaging
whilst relaying CRUK messaging at all times
Regional print and broadcast media was secured pre and during activity
to encourage visits to the photobooth
Consumers were given a take home image of their scan and further
information on the campaign as well as ability to share image on social
media platforms

Experiential
Manchester
The Arndale Centre
Estimated footfall: 615K per week
Sunbed outlets per 100K
of the total population: 12.4

Newcastle
The Metro Centre
Estimated footfall: 500K per week
Sunbed outlets per 100K
of the total population: 20.8

5. Further Queries Additional sk:n
technician on hand to
answer any further
queries on
participant’s scan

4. Analysis Participant exits
scanner. Sk:n
technician talks
participant through
their scan whilst
they wait for their
photo print out

1. Approach - R UV UGLY?
brand ambassador engages
consumer by explaining free
skin scan and benefits

2. Questionnaire - R UV UGLY? brand
ambassador fills out questionnaire with
participant whilst they wait for the scanner to
become available

3. Scan - Participant
enters scanner.
Technician asks for
their details and
explains the process

6. Takeaway - R UV
UGLY? hands
participant goody bag
with further
information on
sunbeds. Self tan
sample given if
requested.

Additional skin
scanner to manage
flow of traffic in busy
periods.
Questionnaire and
scan process remains

Experiential
Take home collateral gave information on
campaign and allowed for share-ability

Results
Newcastle
Skin consultations: 496
Sunbed users: 68%

Manchester
Skin consultations: 694
Sunbed users: 61%

1190 skin
scans

Model Story
• We persuaded the country's leading model
agencies to commit to a ‘no sunbed’ policy’
on the opening day of London Fashion
Week
• Leveraged influence of fashion community
and tapped into power of London Fashion
Week
• Comment and support secured from the
owners and head bookers of D1, Elite, First,
FM, IMG, Leni’s, Models1, Nevs, Oxygen,
Premier, Storm and Union

1648 skin
scans in
total

Results
27 national print

553 online pieces

1190 scans on
experiential tour

300,000 free adverts
on Express and Star
newspaper

75 broadcast

13 celebrity supporters

131 regional print
Over 2 million #RUVUGLY
impressions

458 scans in sk:n clinics

Over 200 tweets from
users with over 1,000
followers

Over 3,000 SunSmart
page views

Almost 33 million
impressions with
Facebook ads

KPIs – vs results
REACH

4 pieces of national coverage

27 National Pieces

ENGAGEMEN
T

800 pre questionnaires completed
300 post questionnaires completed

1648 Pre
Post to follow

CHANGE

Questionnaire analysis to prove attitudinal and
behavioural changes which lead to a drop in
sunbed usage amongst 16 -18 year old girls

✔

Behavior change
• Overall 75% of sunbed users who, before the scan, said they
expected to use sunbeds more or the same in the future,
changed their minds immediately after their scan and said they
expected to use them less or not at all
• Immediately after the scan, half of the sunbed users aged under
25 said they would not use sunbeds in the future compared to
22% who had said this before the scan
• Via a follow-up survey conducted eight weeks after the
campaign closed, we were able to measure sustained behaviour
change, demonstrated by 46% of respondents reporting they’d
stopped using sunbeds or used sunbeds less than they did
before

Legacy
• We hit and massively exceeded all client KPIs at below their
target cost of £1.50 per engagement and delivered
independently verified changes in consumer behaviour
• Due to its overwhelming success, Unity ran further campaigns
with R UV UGLY? revived for the Scottish market and then
returning to the UK in 2013
• Australian Fashion Week saw model agencies follow London’s
lead and put a ban on sunbeds
• Liverpool Fashion Week this year also committed to a similar no
sunbed policy for all models

Complex and highly regulated: The
challenges in healthcare PR
Speakers:
Charles Lewington MCIPR, Managing Director,
Hanover Communications - @c_lewington
Sarah Pinch MCIPR, Founder, Pinch Point
Communications - @ms_organised
Harry Brady, Communications and Policy Director,
MSD UK
Facilitator:
Jean-Pierre Moser MCIPR, Director, JPPR

Complex and
highly regulated
The challenges in
healthcare PR
♯ PRSHOW13
@HANOVER_HEALTH

The healthcare
news agenda
• Highly political
• Emotive and personal
• Scientific and Clinical progress

Challenges…
• Aging population
• Rising costs
• Affordability - major source of
social debate for decades to
come.

Constrained
finances v
increased need
Government

• Building trust
in reform

Industry

Patients/
public

• Innovation
that reduces
costs

• Understand
and demand
new
healthcare

UK - a world
leader in
healthcare comms
• Technical policy comms
-NHS: the world’s largest
single healthcare provider
• Complex science - UK
science traditionally
punched above weight
• Health economics - UK
the first to independently
assess cost-effectiveness
• UK as a global price
reference

A heavily
regulated sector
• Regulated services – CQC,
monitor
• Regulated professionals –
GMC, NMC
• Regulated industry – MHRA,
NICE (HTA)
• Regulated Communication –
PMCPA, Medicines Act 1968

Partnership is
the key
• Only wide coalitions of clinical and
patient voices will drive change –
true for government and industry
• Finding shared objectives and
communicating from common
ground is crucial for success
• In many respects, healthcare
communications is text book
PR

Complex and highly regulated:
The challenges in healthcare PR
The NHS perspective
Sarah Pinch FCIPR MIoD
26/11/13

Toughest jobs in Public Relations?
•
•
•
•
•
•
•

11 years at the BBC
13 years in corporate communications
Tricky sectors:
International development
Public transport
Health
Passion for behavioural change in
organisations
• Experience of placing communications
as important as finance/HR
• Professional standards & compliance
• New teams in every role since 2000

The National Health Service
July 5 1948, it was based on three core principles:
• that it meet the needs of everyone
• that it be free at the point of delivery
• that it be based on clinical need, not ability to pay
March 2011, the Department of Health published the NHS Constitution
1. comprehensive service available to all
2. based on clinical need, not an individual’s ability to pay
3. aspires to the highest standards of excellence and professionalism
4. aspires to put patients at the heart of everything it does
5. works across organisational boundaries and in partnership…in the interest of
patients, local communities and the wider population.
6. committed to providing best value for taxpayers’ money and the most effective,
fair and sustainable use of finite resources
7. accountable to the public, communities and patients that it serves

An Honourable Profession?
NHS Communicators
Each NHS organisation has a
communications lead to ensure that the
organisation communicates effectively.
Larger organisations are likely to have a team
of communications professionals.
With several hundred organisations in
England, there are over 1,000 communicators
in the NHS.
A proportion of these will hold a post with a
managerial responsibility.

Current experiences…….
The media, patients and God

Prepare, plan, evaluate: repeat
Develop a reason to
believe
• Know and listen to ‘enemies’ and
friends.
• Remember the pain of experiences.
• Try to know as much as you can –
but remember you’re not the clinical
expert.
• Be prepared and be kind.
• The planning process itself is helpful.
• Ask for help.
• Learn from others - industry, clients,
colleagues.
• Don’t reinvent the wheel.

The system

NHS England/
National
Commissioning

FT members

Monitor

Foundation
Trusts

CCGs

Care Quality
Commission

Case Study
Mass ‘NHS cover up’ v
Parents’ reality
•
•
•
•
•
•
•
•

Perception and experience:
emotionally charged
The parents’ grief
The tabloid shorthand
The operational issues and the
reputational issues
The emotional drain, on everyone
The political and Political landscape
The ‘right thing to do’
The recovery plan

What to do?
Keep Calm
•
•
•
•
•

Establish all the answers
Understand the broader context, for the
organisation, the parents, staff,
stakeholders
Establish the FACTS
Restoration, not promotion
Remain calm and reasonable

“Although all catastrophes have an initial
negative impact on value, paradoxically they
offer an opportunity for management to
demonstrate their talent in dealing with
difficult circumstances.”
Sedgewick/Oxford
University report

Remember this
Professional communications is an
honourable profession
There is help, support, training and
advice
Don’t expect it to be easy
Don’t forget the staff
You are not a clinician
Do the right thing and be seen to
do the right thing

Four hostile newspapers are more feared than a
thousand bayonets Napoleon Bonaparte

Going forward
“Society, in general, and leaders and opinion formers, in particular,
(including national and local media, national and local politicians of
all parties, and commentators) have a crucial role to play in shaping
a positive culture that, building on these strengths, can realise the
full potential of the NHS.”

Professor Don Berwick

Questions?
sarah@pinchpointcommunications.co.uk
@ms_organised

Healthcare
Communications:
A Pharma
Perspective
sub heading to go here
Harry Brady, Communications and
Policy Director, MSD UK

In the Next Ten Minutes
• Diversification of healthcare communications
• Reputation of the pharmaceutical industry
• Changing models of working

Pharma Reputation - the
Historical (and not so Historical)
Headlines . . .
Miracle Cure!!

Doctors bribed at industry
bash

Killer Drug!!

Pharma hiding negative trial
results, misleading doctors

Drug companies accused of
putting patients’ lives at risk
Drugs firms ‘scaring people
for profit’
Regulators ‘approve useless
drugs’

Pharma Engages with its Critics

Communicating in a Highly
Regulated Industry

UK Law – Medicines Act
plus

plus
Individual Company Codes and SOPS

All Audiences at the Centre of a
Multi-Channel Life

Achieving Joint Objectives FOR
PATIENTS

Academia

Royal
Colleges

NGOs
Pharma
HCPs

Payors

Patient
Groups

Making it Happen in Practice –
Nationally and Locally

Successful creative campaigning on
a low budget
Speaker:
Louise Robertshaw MCIPR, Head of
Communications and Campaigns,
Guide Dogs
Facilitator:
Elspeth Graham FCIPR, Commercial
Director, CIPR
@elspethCIPR

Low budget
campaigning
Louise
Robertshaw
HEAD OF
COMMUNICATIONS AND
CAMPAIGNS

GUIDE DOGS

Campaigning
the Guide Dogs
way…
Link

Dog attacks
2012
Media coverage reach of 21 million.
155 MPs attended Parliamentary reception.
79% recall of campaign amongst MPs
Government announced compulsory micro
chipping of all dogs by 2016.

Recently also announced increase in
sentences available for attacks on assistance
dogs.
Cost £5,300

Be Positive

It’s important to highlight the solution as well
as the problem.
Be clear about the action you want your
supporters, influencers and decision makers to
take as a result of your campaign.

Emotional response to Guide Dogs
73%

81%
81%

6%
10%
7%
5%
6%
4%
4%
6%
4%
3%
2%
2%

Nov 12
Nov 11

2%
3%
2%
0%

Nov 10
20%

40%

60%

80%

100%

“Which of the following faces best represents how you feel about – Guide Dogs”
Base: All those aware of Guide Dogs (1167) among 2,007 adults 18+, Britain
Source: nfpSynergy, Brand Attributes Monitor, Nov 12

130

Be Creative

Party
conferences 2012

Remember
human stories
Tell the human stories behind the statistics

Take every
opportunity
Set up alerts and monitor conversations on
social media.
We positioned ourselves as voice of authority
on dog attacks and took every opportunity.
Ride the news agenda as well as set it.

Mobilise
supporters
Keep it simple and make it easy.
Don’t forget staff and their networks, your
customers. Volunteers and donors.

Be well targeted
and well
planned
Plan tactics meticulously to hit key decision
making/action time.
Report released outlining shocking statistics
about number of attacks.
Timed to stimulate interest in Parliamentary
reception.
Research and be clear on your target decision
makers and target journalists.

Understand
what’s in it for
them
Pics of MPs and shell press releases.

In summary…

Know who you are
Get the basics right
Make sure it is enjoyable

Building public trust: Sustainability
at the heart of business strategy
Speakers:
Tobias Webb, Founder and Chairman, Ethical
Corporation
@webb_tobias
Graham McWilliam, Group Director of Corporate
Affairs, Sky
@grahammcwilliam /@skybiggerpic
Facilitator:
Samantha Wilding MCIPR, Director of
Sustainable Business, Corporate Culture
@CCLtd

Corporate Responsibility
What’s it all about?

http://www.huffingtonpost.com/2013/11/13/as
kjpm-twitter-qa-turnsi_n_4269795.html?ncid=edlinkusaolp00000003

Four conclusions
1. Engagement doesn't work without dialogue
and authenticity
2. Dialogue and authenticity don't last long
without real action
3. Collaborative action with the right partners
can pay off, move markets, and create value
for all
4. And that's what corporate responsibility is all
about…

Royal Mail: Gold medal stamps and
gold postboxes
Speaker:
Tim Cowen,
Director of Consumer and Business Media
Relations
Royal Mail
@royalmailnews
Facilitator:
Maud Davis FCIPR
Maud Davis PR
@maudiemo

Royal Mail’s Gold Medal
Stamps and Gold Post Boxes
Tim Cowen
Director of
Consumer and
Business Media
Relations

♯ PRSHOW

The Challenge

Producing stamps with
winners’ images in 24 hours
instead of 24 months
Producing PR plans with a
short selling in window

Gaining share of voice for
Royal Mail – a licensee not a
sponsor

The ideas

Organise photo shoots with
winning athletes and their
stamps
Provide enlargements to TV
companies within two hours
of a win
Paint a post box gold in every
winner’s hometown

The logistics

Six printers on 24 hour
standby
24 hour press office
Courier firms on standby for
PR collateral
Maintenance teams on
standby by across the UK for
post box painting
Photographer embedded at
Team GB House

The results

Audience reach of 700 million
Stamps sales surpassed
target by more than 50%
Permanent legacy for Gold
Post Boxes
RM seen as an intrinsic part of
London 2012

The quotes
Prime Minister David Cameron:
"Royal Mail have had an excellent Olympic Games. They've
produced these stamps, they are painting the pill boxes. I don't
know who is doing the thinking for them but I think they've been
really on the ball."
Rower Kat Copeland crossing the finishing line:
“We’ve won the Olympics, we’re going to be on a stamp.”

How public relations raised $2m in
10 days for a tech start-up
Speakers:
Peter Bowles,
Creative MD of Dynamo PR
@bowlesy
Facilitator:
Phil Morgan MCIPR
Policy & Communications Director
CIPR
@PhilM_CIPR

How PR raised
$2 million in 10
days
Peter Bowles
@bowlesy
@dynamopr
♯ PRSHOW13

The problem of
measurement
AVEs (Advertising Value
Equivalents) existed in PR
for a long time.
But in reality they are like a
gameshow total – doubled
and trebled to suit an
agencies needs.
They don’t reflect reality

Social Media…
just as bad?
Social media
‘experts’ also take a
figure and multiple
is by “number of
followers”

It’s about real
world results

Kickstarter
Transparency
New technology
is making this
easier

3Doodler

Approached to work on
invention – aiming to hit
$30,000

What if
EVERYONE can
see your PR
campaign in
real time?
REAL transparency

PR is about
what you
choose to
communicate
(And what you don’t!)

PR is not a huge
strategy
document
The right idea can be on
an email

2/ Reaching out
to journalists in
original ways

3/ Getting
involved in the
community
Etsy Artists

Peter Bowles
@bowlesy on
Twitter
Interested in what we can
do for you?
hello@dynamopr.com

Dynamopr.com

The Public Relations Show - Stream Two - Government, communities and society

Recommended

Recommended

More Related Content

Similar to The Public Relations Show - Stream Two - Government, communities and society

Similar to The Public Relations Show - Stream Two - Government, communities and society (20)

Recently uploaded

Recently uploaded (20)

The Public Relations Show - Stream Two - Government, communities and society