How to combat fake news

There’s no news like fake news! While fake news has been around for a long time, the 2016 US presidential election showed the lightning speed at which it goes viral on social media. And brands aren’t spared either – the rise of malicious content and alternative news sites means that brands have to protect themselves, now more than ever. That’s exactly what a Washington DC pizzeria discovered when it fell victim to fake news reports that led a man to open fire in the restaurant following claims of it being a child-abuse ring.

For brands, combatting the menace of fake news means getting back to the basics of PR and developing a crisis communications plan. Here are some tips for brands to counter fake news effectively:

Stop feeding the trolls

If you’ve fallen prey to fake news, assuring people by making official press statements would only grant a short-term relief. Take this opportunity to turn a crisis around. Instead of replying to negative messages with negative response, focus on spreading positive news. Be diligent in your response, leaving no room for interpretation. Explain why the news is incorrect, state your brand’s position in that context, and distribute your content accordingly.

Don’t over react

Recognise the difference between fake news and sarcasm as some media outlets may take a contrarian view. Identifying this can be crucial and should be tacked with good humour as opposed to being defensive!

Make employees your brand advocates

In times of a communication breakdown, it is key to ensure every employee is equipped with the right message. To do this, everyone in the company should know what happened and where the truth lies. An employee may take to social media to express their own opinion about the firm, and if this opinion is ever based on fake news – a small spark is enough to start a fire.

Active monitoring and response

Implement robust monitoring for all social channels, sub-brands and key spokespeople. Get rid of auto-responses, instead respond proactively and in real-time. Moreover, investments in paid search and promotion on social media sites can go a long way to countering fake news. Have adequate skills and budget in place for paid planning and targeting.

Publish more often

Written content has the ability to combat a fake news story, alter a negative situation, and reinvent your brand in a positive light. Do not republish attacks. Instead, share positive content that counters fake news via owned, shared media channels and influencers including traditional media in the form of blogs and thought leadership.

Facing troubles tackling fake news? We can help! Reach us at hello@mutant.com.sg

5 tips to get media coverage for your brand

“Hello. I just sent you a press release about my client—a semiconductor company launching a new design for its latest power adaptors. Could you publish it on your website?”…Except I write for a marketing and advertising magazine.

I can’t recall the number of times I’ve had to politely and curtly tell eager PR executives that I wasn’t interested in what they were pitching. But I can tell you how many times I have received a good, well-rounded and articulate pitch– 15 maybe 20 times in nine years. That’s shockingly disproportionate for two professions that have so much in common.

When engaging with the media,please consider these tips from an ex journalist who has recently made the jump to PR.

  1. Know the publication and journalist’s beat

    Please spend time researching the publication and journalist. I’ve been called “Mr. Iyer” more times than I’m willing to admit. It is off-putting and offensive to call someone, not know their correct name, and not have a clue about what they cover. Referencing some of the journalist’s previous work and demonstrating how your client’s content fits in is a huge plus.

  1. Presentation

    In today’s fast-paced, competitive content hungry environment, journalists are far more willing to write something when you give them a good, relevant story. Think of a fresh angle and build it into a wider narrative. Please do not cc the entire world in your emails—certainly not reporters and editors at rival publications.

  1. Expectations matter

    Just because all publications have digital versions doesn’t mean they are going to change words and sentences to suit clients whims and fancies. There are house-styles to adhere to and it’s a reporter’s job to bring in different perspectives. So unless something is factually incorrect, please try to manage expectations as best as you can.

  1. The race for exclusives

    Journalists will lap up anything with the word exclusive. If you can’t offer an exclusive on some big news, arranging an interview with a top executive from the firm in question could be useful. Pitching a sensible follow-up could also earn you brownie points.

  1. The follow up

    This is a big pain point. A journalist will typically show interest in a story idea immediately. If he/she is somewhat interested I would recommend following up once presenting new information or context. Find out what additional information or angle would work better. But please do not spam or call someone everyday. Move on to the next publication.

Whether you work in PR or are simply looking to get your brand noticed by the media, it’s critical to do your research and creatively frame every single pitch.

If you need help developing a compelling story and delivering the right messages to the media, get in touch with us at hello@mutant.com.sg.

 

5 myths about Public Relations

Working in public relations (PR) has it’s fair share of benefits – cool product launches, exclusive parties, and getting to meet some great leaders and innovators – but the profession has been somewhat glamourised by a few Hollywood films.

public-relationsFact: It’s unlikely you will lead a life like Samantha Jones

Don’t get us wrong, life in the PR fast lane can be glitzy, but behind the scenes there’s a lot of hard work, research and pressure for results. Let us bust a few of those common PR myths.

  • MYTH 1: PR is just press releases
    “Why are we paying you so much to just sent out a couple pages to media?”

Reality: PR does not stand for press release. Public relations is about building long-term relationships with the media and the members of the public through a defined strategy and campaign. Anyone can send out one press release – but what you’re paying for is experience, relationships, strategic insight, networks and expert advice and account management to portray yourself and your business or product in exactly the right light. If you’re doing this across multiple countries, it’s even more work. Don’t underestimate how much work goes into getting your name out there.

  • MYTH 2: PR is easy
    “Anyone could do it.”

 

Reality: Yes, well, you could try but you won’t necessarily succeed. Good PR takes time and a lot of research. You need to constantly be in the know about what journalists are writing and which topics certain journalists cover, and how to pitch your story in a way that will capture their attention. If you don’t do this right, you risk embarrassing yourself and your brand, offending a journalist, and losing the game before you even begin. PR is not just parties and fun – there is real work that goes on to get the right coverage with the right results.

  • MYTH 3: Public relations will make me an overnight sensation
    “Following this press release, I’m gonna be a millionaire overnight.”

Reality: While you will definitely see an uptick in sales, sales or website traffic, understand that PR is about long-term engagement. A strong public relations and marketing strategy will undoubtedly help grow your revenue and help make you successful, but it doesn’t happen overnight. Building brand awareness, trust and credibility is a slow and steady burn that needs to be managed well.

  • MYTH 4: Only large public relations companies can do the job
    “They will have the resources and staff to handle my needs”

Reality: Big agencies are obviously good at what they do, but depending on your needs and your brand, a smaller, more nimble agency can become your ideal partner. And it’s not just because it saves you money – it’s a combination of less bureaucracy, being quicker to adapt, and the ability to have more senior managers on your account. Bigger doesn’t necessarily mean better.

  • MYTH 5: My business is doing well, so public relations has no value
    “Only bad products and images need PR.”

Reality: PR has more value than you think, even if things are going well. It’s not true that PR is only necessary from a crisis point of view, when things are going wrong, or when you want to change an audience’s perception. That can be part of the role, but more often that not, PR is about letting your customers know about all the great things you’re doing. Customers today are savvy – they know the deal. They turn to the Internet for credible write-ups and reviews of a product or service before they decide to purchase – and this is something your advertising dollars alone can’t buy.

So there you have it! There is a lot more to PR than meets the eye.

If you need help in spreading your brand message, drop us a line at hello@mutant.com.sg.

 

Main image source: Pinterest

How I got schooled by a 16 year old while trying to do my job

I thought the times of me being put on the spot at meetings were over. I’ve had practice of dealing with different personalities at many different meetings before, both professional and personal. We all have that one difficult friend or client that deserves an honest piece of your advice.

But what I wasn’t prepared for, was a simple, innocent question by a 16-year-old high schooler at a business meeting. I was there to discuss about a social awareness campaign that involved charity work by students from different secondary schools. They were packing meals for the needy.

A client was sponsoring the initiative so we had to step in and help out with some PR. Our conversation went something like this:

Me, overzealous: “I think this is a great media opportunity, maybe we can discuss some great story angles and objectives about the campaign to pitch to the media.”

Student, sassy: “Well, the objective is to stop world hunger and feed hungry people, who are dying everyday from starvation.”

That, I did not expect. It was a legitimate argument, because shouldn’t world hunger be enough of a reason for media to care and write about?

I wasn’t angry, nor did I blame the student. The poor guy was sincerely puzzled and confused.

I calmly gathered my thoughts and realised that it was time to take a step back, and bring it back to the basics. As PR professionals, we need to help our clients understand what it takes for us to do our job properly, while helping to achieve their goals.

So what is it that we do exactly? Here is a simple break down:

  1. Angles (Gathering of information)

We need as much information as possible. With this information, we will pick out the most important angles we can use for the press release. Tell us about the who, the why, the what, the when and the how – we’re all ears.

Stopping world hunger is a legit reason, but what sets Stop Hunger Now apart from Oxfam, Red Cross, or The Salvation Army, who are all sharing the objective of feeding the needy?

  1. Press release (Storytelling)

We help tell the story about your brand, and why it is worth writing about in the media. Yeah sure, we’ll add a bit of fluff in there – but most importantly we only write about the facts, nothing in there is made up or a lie.

  1. Media pitching (Persuasion)

Journalists are very busy people, they get tons of emails and sometimes our emails get buried under piles of other releases. This is when we pick up the phone, and have some one-on-one time with a specific journalist.

It can get quite nerve wracking, speaking to someone unfamiliar on the phone and trying to pitch an idea to them. This, thankfully, only gets better with practice. Once you know the journalists, their style and personality, you’ll gain confidence in persuading and become more eloquent in trying to deliver your message.    

     4. Media coverage (Public opinion)

This is what it’s all about! Getting your story published and hearing people talk about your brand can be a great feeling. People read the news, and we always aim for a positive story. This plays an important part in informing and swaying public opinion, about the good and bad of your company.

We help educate about your brand and to support it. Media coverage is one of the best and foolproof ways to do this.

If you need help with your PR campaign, please get in touch with us at hello@mutant.com.sg

 

Inviting the media: the do’s and don’ts for a full house

Media events are a crucial part of the work we do at Mutant for clients both big and small. From intimate food tastings to large festivals, we’ve done them all. Much more than just a boozy knees-up, a well executed media event has the ability to build the hype and momentum needed to give a campaign gravitas.

Once the event has been decided on, the venue booked, budget confirmed and itinerary planned, all you now need to do is get the right people attending. It’s harder than you might think when you consider that your event is just one in an ocean of other media engagements.

Here are some of the most important do’s and don’ts to ensure that no seats go empty:

DO –  Think about who makes the list.

It’s not just about going for numbers. You need to ensure that your ultimate campaign objective is front and centre of everything you do, and that starts with knowing who you want to attend.

You should always have clear objectives. What is your event trying to achieve? Media coverage? Lead generation? Having a clear objective helps decide the kind of target numbers you should aim for. Decide all of this before you pick up the phone.

Small-scale intimate events like food or drink-tastings mean you have to be super selective about who you invite, otherwise you risk compromising the quality of the event. For a small intimate event you want ideally no more than 10-15 people. This allows you and/or your client to spend quality time with each of them. If lead generation is your aim then you want media to come in droves and don’t need to be too picky. 30 or more would be ideal for this although bear in mind that the size of an event space makes a big impact on how busy an event feels.  

DON’T – Ignore the plus ones

This can seem counterproductive and a waste of  budget but members of the media are actually just like you, with social lives, and friends. Torn between a work event and dinner with a friend – many would choose the latter.

If bringing a partner or friend sways their decision, then think about how important their attendance really is. If the cost of an extra ticket means that an influential journalist comes along and writes a full page feature, then it is money well spent in the long run.

Talk to the journalist, see if they have an angle in mind and help them find one if they dont. If you can bring them to the point where a story angle is already well formed in their head, then you can be more confident in justifying the extra expense of a plus one to your client.

In the end, use your discretion. Is the potential coverage worth an extra seat? If so then do it.

DON’T – Be afraid of hand-holding

It’s simple – make it very easy for the media to come along. This can range from sending comprehensive written (or even video) directions to find the event space, to organising their own private parking space (I actually have had to do this before). Think long-term, you want this to foster a lasting relationship with the media. Try to delight them as much as the client and they will trust you as a source of a good story, and come back again.

DO – Think Willy Wonka.

A bit of mystery and intrigue goes a long way.

Spill the beans from the start and the media little incentive to come along. The event needs to provide some exclusive value to them whether it be an interview opportunity, an announcement or an experience so always explain the value that this event will provide them. This is why we generally avoid providing the menu for a food-tasting beforehand, so that the media arrive curious. It’s good to find a balance between telling them the information they need to know, but still keeping a bit of the mystery alive.

Need help with media invites? Drop a message to hello@mutant.com.sg 

Press-event-CTA

Pitching perfect: 6 tips PR pros should know before picking up the phone

Media pitching takes tact and research. It’s a means to much of what the public sees today, whether it’s a published news story, a successful media event or the general hype surrounding a brand or product.

Securing a media placement can be the best feeling in the world, but here’s what happens along the way that no one will tell you about:

Journalists want to know how you can help them

Not the other way around. When pitching a story make sure you tell the journalist how your product or service can benefit their readers. With multiple editorial deadlines looming above their heads, journalists are no-nonsense individuals.

To make things easier for both of you, avoid engaging in too much small talk when you’re on the phone. Cut to the chase on what you have to offer.

Don’t pitch between 9 and 11am

You’ve got a piece of news you’re so excited about and you just want to pitch it over the phone first thing in the morning. But guess what? The newsrooms are the busiest in the morning, as editors and journalists come together and work hard to gather all the news to be published or broadcasted.

This also means that no one’s going to be available to pick up your call – for a couple of hours at least.

The trick to get around this is to drop a pitch email early enough in the morning, so journalists can pick the story up and bring it into the newsroom. Who knows this could even mean your story gets picked up without much pitching or following up!

Skip the pitch on a Friday

Like you and I, journalists wrap up for their week on Fridays, getting themselves ready to wind down for the weekend. Even if it’s just a pitch email, a seasoned PR pro will know to stay clear of Fridays.

Unless it’s breaking news, the probability of journalists looking into your pitch is almost non-existent. By Monday, your pitch would have been drowned out by hundreds of other fresh pitches for the week.

Pitch at your own risk!

A friend on the inside helps

Cultivating a healthy friendship with a member of the media can help with achieving far greater results in a shorter amount of time – think picking up the phone and sharing a story with a friend.

When you’ve established that relationship, your media friend will be more open about sharing with you the reasons your pitch wasn’t picked up, or even what they’re looking for to supplement their stories.

Do however be mindful that not every journalist is comfortable or open to becoming your best buddy. Respect their boundaries when the time comes and remain professional.

Tailor your pitches like an Armani suit

Before picking up the phone, write down the name of the journalist, their title, their beat, the publication, and your angle.

The secret formula to landing a news story is to never get started without any prior research about whom you’re calling. By research, I mean reading up about the journalist you’re pitching to, learning more about what they write about, and what they’ve just written about.

Grow thicker skin

Rejection can be a tough pill to swallow, but it’s nothing personal. There are a number of reasons why you got turned down: The angle doesn’t fit with the editorial brand or audience, it had already been covered, or there is just no sellable angle.

At the end of the day, this will all mould you into the toughest PR pro who can remain unfazed in face of rejection. Don’t be dejected, pick up the phone and keep dialing.

Need advice on pitching your next big story? CTA desingns (1)-01

Get in touch with us at hello@mutant.com.sg for help with your next pitch!

6 phases of a PR campaign for pre-launch startups

So, you’ve got a great product or service. You’ve tried and tested your amazing idea and you’re sure it’s going to solve a big problem in people’s lives. All you need to do is get the word out there and before you know it, hoards of people will soon be using it and sharing it with their friends.

Right?

Quite often here at Mutant, we see a pattern of pre-launch startups approaching us for PR, social and content activities a month (or even less) before their big launch. While it’s great our services are being sought out, it’s not ideal for startups – or for a PR campaign – to have such a short lead-in time. It’s something that you should be thinking about months in advance to plan your content, generate interest and kick-start press coverage.

Magazines work two months in advance, so if you’re hoping for print interviews and features, you need to be working to their timings.

These days there are more activities than ever for startups to think about. PR, social media, video content, blogs, marketing, SEO, SEM – the list goes on. This can be really overwhelming for a small team with a limited budget. All these activities will help you in different ways, but applying a small combination of them – or placing a large focus on one or two from the list – will help you go a long way.

For the purpose of this post we’ll focus solely on PR, going through the tasks and stages you should be thinking about before engaging an agency for help to execute.

  1. Writing a press release: What’s your angle?

Finding the right angle for your initial press release is the most important starting point. What do you want to highlight to the media and the public the very first time they hear about your business?

Ideally it’s your USP – your Unique Selling Proposition – which could be anything from innovation around great service, famous founders, game-changing food or venue, the solution to an industry-wide problem, the biggest, fastest, strongest product in its field, etc.

There are so many things you probably want to say, but you only have one shot to grab attention with a catchy angle and main headline. Make sure it really stands out.

  1. Press release tips to keep in mind
  • Make sure your news is timely – it has to be about now. Include dates and timings if applicable in your release.
  • Write all the main points in your first two sentences. Some journalists and bloggers might not read beyond this. Include the What, When, Where, Why and How of your story.
  • Make sure your release includes one or two quotes from key people, such as a company founder or an expert in the field. Make it easy for the press to extract a succinct quote that outlines the purpose of your launch.
  • Add in contact details for further enquiries or interview requests.
  • Put in a link to your press kit at the end.
  1. Putting together a press kit

By using something as simple as Dropbox, put together a folder of all the information the press may need to access about you. This can include biographies of key people, your company profile, high resolution photos, videos (if applicable), FAQs and, of course, your press release.

This way, media have all the information they need to write about you, making it much more probable that they will cover you. No one likes to go back and forth while collating an article.

  1. Pitch the right story to the right journalists

This is the most important step of all. There is no point pitching a tech story to a fashion magazine or a lifestyle angle to a business journalist.

Your business is likely to appeal to different sectors and industries. Alongside your PR agency, this can help you segment what aspects of your company will appeal to different journalists. For example, if you’ve created a lifestyle app that reviews restaurants, you would want to pitch your story to F&B magazines and lifestyle sections of daily newspapers.

But let’s take it one step further. If you’re willing to divulge figures, why not approach tech and business publications to announce your Series A funding? If you’ve got an interesting personal story, why not approach women’s and men’s magazines for a profile interview? If you’re not sure about the best way to do this, an agency can help streamline this process to ensure maximum coverage.

  1. Follow up

Distributing a press release is only half the job. Editors receive hundreds of press releases and are likely to have vaguely skimmed through yours or missed it completely. A follow-up call and email (or multiple) is a must.

Make sure it’s as targeted as possible and that you really understand the publication you’re pitching to. Know their specific sections well – for example, if they have a ‘Day in the life of…’ section and you think your daily schedule would slot perfectly into that, then pitch for that specifically. The more specific you are, the more likely you will get an answer from the journalist.

  1. Track

Make sure you’re tracking coverage, setting up Google alerts and keeping an eye on all listings and stories that come out. This sounds very obvious, but you’d be surprised how many people look back and can’t seem to find the article from two years ago that appeared in the local newspaper. Make sure physical print stories are scanned and saved for future reference.

This is just a tiny guide to get you started. The best way to carry out a full campaign is to engage with a PR company who already has established press contacts and experience. But when you’re pre-Series A or even pre-seed funding and are doing everything on your own savings, this can be difficult to budget.

If you’d like more advice on how to get started with PR, content and social, feel free to get in touch with us at hello@mutant.com.sg.

Public Relations vs. Advertising: What’s best for your business?

Public Relations (PR) and advertising are two marketing verticals that many business professionals tend to confuse. Those who haven’t yet delved into either can struggle to understand their differences, purposes and goals. Advertising is there to immediately promote a product or service and aims for direct inquiries and sales. PR, on the other hand, is focused around communications and brand reinforcement with the media and the public. It works to benefit the brand in the long-term, ultimately helping to lead towards direct inquiries and sales.

With advertising, you’re promoting something to entice your target audience to think, act or believe a certain thing about your product or service, which can be hyped up through creative work and buzzwords. PR relies on opinions and comments from sources that have no affiliation with your company or brand. This is where strong brand awareness and trust for a product or service is created among consumers.

Understandably, every business will have different goals and good, consistent PR, coupled with a solid advertising strategy, is the true match. The two verticals complement each other and neither should be discounted from the overall marketing plan. Essentially, it’s all about a balanced mix to give your customers accurate, relevant information and the business the highest returns possible.

To help you understand the key differences, here are a few things worth knowing:

  • Paid and earned coverage – what does this actually mean?

Advertising comes under the ‘paid coverage’ banner. It is the space you buy to promote your product or service. You own it and can therefore present it in any way you wish (within legal and ethical restrictions!) Be prepared to spend some big bucks here, as while advertising can generate instant results, this does come at a price.

PR is earned coverage, which generally does not cost you money and holds valuable credibility that advertising can not match. However, how your story is published or what’s being said about your product or service is out of your hands (which should not be viewed as a bad or negative thing.)

  • Creative control

Advertising grants you full creative control over the design, content and placement – you call the shots but pay big dollars for this so naturally, it’s expected!

With PR, you can secure yourself a valuable placement with the right story angle, key messages about your product or service and positioning yourself or the business head as an expert – a thought leader – in the field. PR works by creating the initial interest, followed by trust, which ultimately leads to long-term engagement and sales.

  • Lifespan

Adverising is often mainly focused around a fixed marketing campaign, therefore limiting its lifespan. Whether a company is promoting a new product or service, this is only visible for the time that the advert is live (if we’re talking about print). Once it’s taken down, there is no record of it, but broadcast advertising often lives on online. The shelf life of an ad heavily depends on your budget, so will only run for the pre-agreed amount of time.

In PR, print articles may have a short lifespan, but in today’s digital age, the majority of coverage happens in the digital space, and almost every print story is duplicated online. All of this acts as a great reference point for future visitors.

  • Buzzwords and Content

Buzzwords are what you need to motivate people to buy. They’re typically popular words, phrases or jargon typically used in advertising to encourage consumers to act in a certain way to interact with what they are selling. In some campaigns they’re effective, in others less so, but the general sentiment of “you need this product NOW” is always at the forefront.

In PR, the coverage you receive is dependent on how well you pitch the story to the target media, but at no point does this become a sales pitch. PR starts with disseminating the message and getting your target audience talking about your company or offering.

  • Research

Market research plays a vital role in advertising. Marketers need to identify the right audience and the most effective medium through which they can best achieve their objectives and get the highest ROI by engaging with them.

Consumer demographics and market research are also a part of PR, as is knowing the target publications and key journalists who can help get your story into print or on TV. In fact, relationships and media knowledge are one of the most important aspects of public relations.

Both advertising and PR have their advantages – the approach you choose will depend on your sales objectives and the type of message you want to convey for your brand. Both are remarkable in their own way and work to complement each other, and neither should be neglected or ignored.

Feel free to get in touch with us at hello@mutant.com.sg if you’d like to discuss the best solution for your business.