P.R.W.A (Public Relations Wit Attitude)

You might think gangster rap and the PR industry have little to do with each other, but if Straight Outta Compton has taught me anything, it’s that with the right attitude, you can do anything you want.

(You know, like creating the above photo to accompany this blog…)

The long-awaited biopic about N.W.A (Ni**az Wit Attitude) only hit Singapore screens earlier this month (thanks to The Projector for making it happen!). When news broke that we would, in fact, be able to see this movie locally, me and Mutant’s resident hiphop head, Rebecca, aka The Erratic Conquerer, were preeeeeetty excited.

Overall, it was a decent bio; a little predictable, and evidently biased as both Ice Cube and Dr. Dre – two of the founding members of N.W.A – were producers of the movie.

For those of you who aren’t familiar with the subject matter, Straight Outta Compton is a movie about the iconic and game-changing gangster rap group N.W.A, who forever changed the face of the music scene with their album of the same name. Emerging from the ghettos in the 1980s, the main characters of the show – MCs Eazy E, Ice Cube and producer Dr. Dre – were a trinity of messiahs who got together in Compton, California. They were later joined by DJ Yella and MC Ren, to form the original members of N.W.A (they left Arabian Prince out, but more on that here).

At the peak of their fame, still thriving on unadulterated talent and raw passion, music – the common thread that bound them together – also became the catalyst to tear them apart. It was a spectacle of industry debauchery, political dissent and raw emotions conveyed through poetry and spoken word.

Caught in the manipulative web of the music industry, it was a combination of intuition, street smarts and personal ethics that most of the characters possessed. Each had different beliefs, but stood so strongly by them right or wrong.

Call me crazy, but there were a few messages I took away from this biopic that I think we can all apply to a professional career in PR.

In the movie, Compton is a figurative (and oftentimes literal) battlefield that is the working industry, and it’s all about rising from the ashes to become the best you can be.

Beware of spoilers ahead!

1. Eazy-E: [doing a rap song] “Cruising down the street in my ’64…”
Dr. Dre: “That was dope, E. That s**t was dope, man!”

Stuck in a creative rut and under pressure from his crew, Eazy E was forced to come forth to record a track in the studio – with no prior experience in rap. It was afterall, a business. His business, with his own money invested in the record label – that was strong enough of an encouragement to take the leap and do it.

Boyz-n-the-hood ended up a being single on the label’s debut, Eazy-Duz-It, which charted on two different charts and went 2x Platinum in the United States.

Lesson: It is all about taking risks and challenging yourself. Get in front of the microphone, get out there and don’t be afraid of trying out new things, and make lots of money.

2. Ice Cube: “Speak a little truth and people lose their minds.”

…which is why most people tend to lie and get away with it. It’s easier to deal with.

Have you ever avoided speaking your mind, often biting the bullet to a client’s unreasonable requests, only to kick yourself about your lack of judgement later? Sometimes, we become too much of a pushover that we forget standing up for our own principals, clients, colleagues or otherwise.

It can also stop us from remember that we are the experts. Your clients might have very set ideas on what they want, but you are the professional they are paying to tell them if you think that’s a bad idea, and why.

Lesson: It is important to listen, please and deliver, but also to be fair to both yourself and the client by sharing some sound advice. You will be surprised how people will react and appreciate your honesty.

3. Ice Cube: “ I ain’t mad – you’re just doing your job. I’m a journalist just like you.”

This was Ice Cube’s comeback to a journalist’s futile attempt to pull a fast one with a question. It must come with being a wordsmith, but Ice Cube is incredibly charming, eloquent and, in an absurd way, a media trainer’s dream.

He carries himself incredibly well and is always prepared even for the toughest questions. He’s a little blunt in his approach, but always confident and coherent.

Lesson: It’s good to prepare yourself before an interview by doing a bit of research on the media, the writer or presenter, and think about questions you could be asked and expected to answer. It’s easy to get intimidated by bright lights and camera, but a little bravado sometimes goes a long way. You are in front of the camera for a good reason – give them something to talk about!

4. Jerry Heller: “Let me tell you what I see here: a lot of raw talent. Swagger. Bravado. People are scared of you guys. They think you’re dangerous, but the world needs to hear it.”

Music Manager Jerry Heller’s character is a little ambiguous, and his relationship with the group at the end of the show left little to be desired. But he’s a businessman – an incredible one who took risks and chances at managing nascent rap groups and bands.

Lesson: This is an intuitive one, where you listen to your gut feeling, which might sometimes pull you away from doing the ‘right thing’. Trust your instincts but don’t be impulsive. It’s a delicate balance, but teaching yourself when to listen to your head versus your heart is an important skill in the land of PR.

5. Ice Cube: [Smashing up the office] “You should’ve kept the word, Bryan.”

In this scene, Ice Cube is demanding his cheque for his work. When he wasn’t paid, he went crazy with a baseball bat in his manager’s office.

Lesson: Pay your clients, bills and employees on time.

Interested in chatting further about how a public relations campaign could help grow your business or event? Get in touch with us at hello@mutant.com.sg

Social media lessons from the rich and famous

The growth and popularity of social media has been incredible. As consumers, we use a multitude of platforms to keep in touch with people across the globe and to access information about products, events or brands, while the end goal for businesses is to make sales and connect to a target audience.

Many brands splash big bucks on social media spend in hope of explosive engagement, but many fail to ever get the traction they desire. They just seem to miss what their audience really wants to see, and too often lack personality and structure to their plans.

Celebrities are some of the best brands out there. They’re everywhere. Yes, they typically have a team of people shaping the way are seen to the public, but the biggest celebs in the world have an innate understanding of their appeal, their target audience, and the key messages then ensure they’re presented in the way they wish to be seen. And they do it damn well.

So, how can companies get their brand to become insta-famous? Gaining a little bit of inspiration from E!, I’ve outlined some of the best tips we can take away from our A-list mates.

Watch your tone

This may seem simple enough. Companies know what their brand stands for, right? Consumers generally respond when they feel the brand is talking directly to them, appealing to their needs.

While it’s nice to boast about your success, this gets old quickly. Instead, write like you would speak and include content that resonates with the audience.

Take actor Ryan Reynolds, whose lovable personality, humility and humour is showcased so well on social media. This recent Twitter post really made me laugh – he’s personable, funny and relatable, making me want to read more from him (luckily his posts just get better by the day).

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Be recognisable

Ok, so before you judge me for my next comment, I’d like to make it clear that I do not support the Kardashians, nor do I actually really like them, but there is something about that family that makes me (and the rest of the world!) pay attention. You have to give it to them – their social media following is through the roof! Between Kim, Khloe and Kourtney, the girls have a collective Instagram following in excess of 100 million – yep that’s right!

What makes their profiles work is their content. Take Kim Kardashian – just do me a favour and visit her Instagram profile. It’s filled with selfies, an act she has damn well perfected and more or less claimed as her own. It’s what her fans recognise her for! Kim’s narcissistic personality has worked in her favour (not an easy feat) but she also showcases behind-the-scenes shots and a glimpse into the crazy world that is Kim and her husband, Kanye West.

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While companies might not be able to compare themselves to the Kardashians, you can learn a lot about building a recognisable brand, giving the customers what they want, and constantly, constantly engaging with them.

Avoid the sales pitch and bring out your personality

Too often I stumble across a Facebook or Instagram page where a sales pitch is just screaming at me. And yes, these platforms are great for getting directly in front of the customer, but there are more subtle ways of doing this.

Musician Taylor Swift has become a social media master. This savvy artist has an excess of 140 million followers across all her social media platforms. How does she do it? Well, she doesn’t sell her music directly – instead, she ‘sells’ her personality.

This video she uploaded to Facebook is just brilliant (click on the image below to view). Her likeable personality and ‘girl next door’ attitude is what people love her for, and she knows it.

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Similarly, let’s consider Lady Gaga, who’s ‘Little Monsters’ follow her every move. She loves her fans, shows genuine appreciation for her success and knows what works where. By showcasing her personality and letting her fans into her life through social media, Lady Gaga is indirectly selling records.

Brands need to understand that providing consumers with quality content is more likely to generate sales than direct marketing alone.

Learn the difference

Each social media platform is different and caters to a different audience. I’m sure many of you are thinking, “well that’s pretty obvious” but it’s important to mention, because too many companies are still posting the exact same content in the same manner across all their social platforms – a big no no!

Since retiring from professional football, David Beckham’s popularity has risen to new heights. Of course, being one half of ‘The Beckhams’ helps, but his social media presence really demonstrates who he is – something many professional sports personalities fail to do.

Go through some of his accounts and you’ll see a trend. We see more of his charitable side on Facebook, his adoration for his kids on Instagram, and constant support for his wife’s career on Twitter. With each social network that David Beckham joins, he finds new and unique ways to engage with his fans. He is strategically growing the Beckham social media empire by allowing fans to, in a way, experience life in the Beckham family.

Looking for some structure and strategy around your social media campaign? Get in touch with us at hello@mutant.com.sg

How to send a memorable media gift

So, your client has requested a hand-delivered gift for the media. Believe it or not, there’s an art to making sure press material will be remembered and appreciated, rather than chucked aside.

Also known as a ‘media drop’, personally delivering press material in the form of a gift is meant to build a rapport with an editor or reporter.

Despite the good intentions here, there are a number of reasons why it might fail to get the job done or drive the objective your client has considered.

With keeping journalistic ethics in mind (remember, to many media folk there’s a fine line between a gift and bribery…) here is a solid plan of attack to ensure your media gift is accepted with enthusiasm.

1. Plan your assault

Before you begin, there are a few questions to ask when deciding on your gift of choice:

  1. What is the budget allocated and how do you fully maximise it?
  2. Does the gift give an essence of the business? What objective does it drive?
  3. How practical will it be for media?
  4. Will the gift travel well?
  5. Is it Instagram-able and social media friendly?

Having clear answers to these questions before delivering your gift will be the difference between creating a positive impression and being forgotten.

Then presentation is key. Would you prefer a gift that is properly wrapped or one that looks like a re-gifted fruitcake from a great aunt?

2. ATTACK! (But in the nicest way possible)

  • Set up a time to drop in

Don’t call in on unsuspecting journalists unannounced, if you can help it. A simple phone call to make sure they’re in the office and establish an appropriate time to drop by is all it takes.

Apart from being polite, this also gives you a schedule to plan your route and make sure you’re maximising your time (and can avoid rushing and showing up sweaty and unpresentable.) If the item being delivered is time sensitive (e.g food), route planning makes it even more important and it may be a good idea to invest in proper packaging to ensure safe travels and freshness.

Timeliness is key to having your gift either brighten up someone’s day. Think about the best times to receive the gift if you were to be on the receiving end. For example, if it’s a sandwich, it would be great to receive it just in time for lunch, or when the 3.30pm munchies hit.

  • Stop to chat

In my experience, it has always been beneficial to hand-deliver media gifts, as it allows me to have valuable face-to-face time with key media personnel. This is important for building relationships and ensuring they associate my face to the agency I work for.

According to Jane, our resident content manager and former journalist, conversation is key.

To make sure they are not forgotten, you have to actually have a conversation with the journalist and tell them how the drop ties into the event, product launch, or whatever it may be about. It will be forgotten if you just drop off the stuff and peace out.”

3. Follow up!

The battle isn’t over once the last package is delivered. A round of follow-up is required, which can entail dropping your new media friends an email, checking social media to see if your drop gained any coverage, and then reporting back to the client.

Media drops aren’t just a matter of winning over journalists with gifts – it’s an important chance to make a lasting impression, which is crucial for us in the PR industry.

Need help with your PR strategy and media relations? Drop us a line at hello@mutant.com.sg

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4 media training tips we can all learn from Ahmed Mohamed

In case you’ve been off the Twittersphere or living in isolation, you may have missed the story of Ahmed Mohamed – the bright, 14 year-old student in Texas who brought a home-made clock with him to school to impress his teachers, but ended up in handcuffs instead when she (wrongly) assumed it was a bomb.

The hash tag #IStandWithAhmed has since been shared and circulated hundreds of thousands of times, with support for Ahmed coming in from Barack Obama, Mark Zuckerberg, Hillary Clinton, Steve Wozniak (who had a similar incident in 1967) and a host of other incredibly supportive fans.

The story really resonated with me on a few levels. One, because he looks freakishly similar to my nephew Sam who is exactly the same age and is half Muslim. I would be horrified if Sam were to go to school with a brilliant invention, only to be considered a threat and subsequently arrested. Oh, did I mention – Ahmed was interrogated without his parents’ knowledge for one and a half hours?

But the other thing that stood out to me as a PR professional and media trainer is how eloquently and calmly Ahmed has conducted himself through this whole debacle and subsequent social and media frenzy.

There are a lot of public figures that could learn a lot from this young man.

Here is Ahmed’s very polished interview:

Here are media training lessons we can all learn from him:

1. Controversy can lead to good change

The most important takeaway is that Ahmed has managed to take a very upsetting incident and turn it into a voice for change and progress. He’s not sulking about it or voicing his opinions negatively. He acknowledges “since the charges have already been dropped, I would like to say that I really want to go to MIT and TAMS” and later adds, “but since I have gotten this far, I will try my best not just to help me, but to help every other kid in the entire world who has a problem like this”. He’s managed to bypass the unpleasantness to reveal hope for change and a desire to make that happen.

2. Keep it short and simple 

Ahmed did not take a long-winded approach to explaining his story and ordeal. He stated facts, as they were, using no complicated language or jargon and immediately got to the point. He expressed that he was sad about the way he was treated but kept it to two clear and concise sentences. Which made them so much more powerful.

“I built the clock to impress my teacher, but when I showed it to her, she thought it was a threat to her. So it was really sad that she took a wrong impression of it and I got arrested for it later that day.”

3. Good interviews and speeches usually start on a lighter note before getting serious

Ahmed started his interview with a slight grin and a light tone. He introduced himself by saying, “So, I guess everyone knows I’m the person who built a clock and got in a lot of trouble for it”. What a great, succinct and fun way to sum up why he’s starting the speech.

4. Stand up for yourself and your values

Ahmed’s words here speak for themselves: “Don’t let people change who you are. Even if you get a consequence for it. I’d suggest you still show it to people because you need to show them your talent”

Ahmed’s confidence, tone, voice and presence are such a great lesson for everyone preparing for an interview to address a difficult issue. Thank you!

#IStandWithAhmed

#AhmedMohamed

Want to pick up a few more tips on how to better conduct yourself in front of media? Get in touch with us at hello@mutant.com.sg

10 tips for constructing an engaging speech

joseph-speech

Giving a speech can be pretty daunting. There’s intense pressure to be confident, project your personality, engage the audience and be coherent all at the same time.

Most of us naturally associate the burden of speeches with being on stage, where nerves take over and stage fright rears its ugly head. It’s easy to forget about actually putting time into preparing the content of your speech.

If you take the time to carefully control the flow, structure and timing, people will understand you better – which is half the job already done.

Here are some helpful tips on how to write and plan the content of your speech, so you can take over the world one microphone at a time.

1. Think about your audience

Know who you are speaking to – are you talking to students at a study hall, media guests at a launch event, or corporate VIPs at a business convention? Being aware of your audience will help set the tone and delivery of your speech.


2. Evaluating, and understanding your topic  

Imagine explaining something you are deeply passionate about to someone, be it food, music, or politics. You have no qualms about waxing lyrical because you are familiar and have extensive knowledge about the subject.

Knowing and understanding the topic of your speech will help ensure you have the confidence to express yourself better and do a phenomenal job at delivering the message. Research the subject of your speech, and know it inside out – your new-found confidence will do the rest.

3. Brainstorm

List as many potential talking points as you can. I like to think of it as ‘word vomit’ – regurgitating as many issues and points about your topic as possible. Take a minute to review that list, and pick out the relevant and important points, and use those to create the base and structure of your speech.

4. Build a structure

Focusing on the important points will help to provide some structure, maximising the delivery of your speech. Your audience will appreciate your your practised pace and flow, which will engage them, preventing them from tuning out and getting bored.

5. Introduction

Grab the audience’s attention from the start – make a joke, share an interesting fact, tell a story or share a personal experience. Get the message across in three points or less to avoid unnecessary droning on before you delve into the details.

6. Body 

Keep it short and simple – less is more. The key is to keep things as succinct as possible, to ensure you don’t ramble on out of nervousness. This is easier said than done, but using the structure as a guide will help focus on the messaging.

Throughout the entirety of your speech, it’s also important to remember to project your voice, talk slower than what feels natural and inflect your tone when appropriate so your voice remains engaging, not dull.  

7. Repetition, repetition, repetition…

Build on your intensity and impact by repeating the important points.

Martin Luther King boldly repeated, “I have a dream”, but if you find that repeating too much of an overkill, try instead to repeat things like brands, names or important points you want your audience to remember.

8. One killer line

Martin Luther King had, “I have a dream”. John F Kennedy had “…ask not what your country can do for you, but what you can for your country.”

Can you come up with your own killer one-liner? Put some thought into a moving or impactful statement that encapsulates your speech. It should pack a punch, making your speech a lot more thoughtful and memorable.

9. Conclusion

There’s no need to stress too much about “ending with a bang”. Try leaving it up to the audience, such as opening up the floor to questions. This is also one of the best ways to discover how effective your speech was and gives you an opportunity to sense the energy of your audience. Do they seem excited and eager to ask more questions? Or are they slumped in their seats, eyes glazed and lifeless?

Either way, there is always something to take away from the end of your speech – use this as a lesson for next time.

10. Never stop practicing!

You can never practice a speech too much – read it aloud alone, practice in front of your friends, record yourself and play it back. This is especially useful if you have a strict time limit, but numerous points you need to get across. Listen to constructive feedback and use it to help you improve.

Main image: Shout out to boss-man Joseph Barratt, who is shown giving a great speech at Mutant Communications’ 3rd birthday party recently. Photo by Soh Poh Soo Donald.

If you’re looking for media training for interviews, broadcast or public speaking, get in touch with Farah at farah@mutant.com.sg  

Chronicles of a public relations intern

celebrate-me-intern

So, you’re a PR intern. Or you want to be one. School’s out, and it’s time to make a quick buck! (I kid, I kid.)

 

Good for you. Like me, you should want to expand your industry knowledge and gain relevant experience in your field of interest before you graduate. It gives you a great step up and puts you in prime position when looking for your first full-time role.

In my case, I saw a tweet (yes, the power of social media!) looking for a PR and content marketing intern, so I emailed the boss, arranged for an interview, and TA-DAH – I scored the internship!

It has been a couple of months and a series of learning experiences working in a growing agency in Singapore. For all you other PR intern wannabes, here are four important highlights of my initial experience.

1. Media Pitching – Stay hopeful and don’t give up

Expectation: I’m going to get so many good hits the first time around. It’s an interesting pitch, with a good press kit and it’s totally gonna be picked up by all mainstream media by morning.

Reality: Oh my goodness, I’m sending so many emails, I better get some good hits. I am spending an awful lot of time on the phone following up. But it’s okay, it’s working. But it’s not as easy as sending out an email!

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Pitching is an art, I’ve learned. Even if your email pitch is on point, you’re going to have to get on the phone and follow up, and then again, and then again…

While my number one tip would be to always bcc (God save the poor soul who forgets this), the other golden rule is to get used to personalising your email pitches. Nobody wants to feel like they are ‘just another journalist’. Make them feel special, address them, and show them you’ve done your research into why this story and this client is of interest to their audience.

It’s tough when you receive a “Thank you for your email, however this is not what we are looking for”, which is really a very polite “Thanks, but no thanks”.

2. Know your client inside-out

Pitching is one thing, but following up and answering questions from journalists as they decide whether or not your client is worth covering is another. What you know about your client off the top of head could be make or break their decision.

This is one reason why you need to personalise your pitches, as mentioned above, and why you should only pitch to relevant media. It’s also a good reminder that you are here not only to help your client, but to make the journalist’s job easier. 

Journalists receive tons of emails a day, and dozens of press releases. Naturally, they will only pick up stories that are relevant to their sectors. They will thank you if you’ve done half their job for them. Score some brownie points along the way. *wink*

3. Build and maintain relationships with journalists

Expectation: Oh man, journalists are scary. I’ve heard so many horror stories about mean journos screaming down the phone. Will they like me? Will they be nice? I’m going to be sooooo awkward.

Reality: Oh. Journalists are actually human. They’ve been incredibly nice when I strike up a conversation. They’re not monsters after all. Phew.

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I went to my first networking event about one week into my internship and was pleasantly surprised at how fun it was. The journalists were cool, and interesting, and I realised just how important that connections are going to become. It’s all about the people – not, ahem, just the drinking – and every person you meet could be a potential client.

Another important practice is remembering your name card (yep, don’t leave that baby behind), and getting into the habit of continuing the party once it’s over. No, that doesn’t mean taking the party back to your place – it means dropping your new acquaintances and the organisers an email when you’re back in the office the next day (not hungover at all.) Say thank you, and that it was nice to meet them. Manners go a long way in this industry.

4. Media monitoring

Expectation: I heard interns have to flip through dozens of newspapers and magazines every single day. How many articles do I have to clip? This is going to be DULL.

Reality: Oh my god, software exists that helps me create media lists and follow up on media placements?! HOORAY. You are now my soul mate and my best friend.

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Because the client is paying for a service to get their company/word/brand out there in the market – and they’re competing with so many other companies to do this – it’s important they can see how their money is being spent.

Overall, the biggest takeaway from my internship to date is that every industry and every job has its challenges. What I’ve experienced may not be what all PR interns experience, but stay open-minded, be proactive to learn, and always be kind.  You have to start from somewhere, even if it’s the bottom.

Get in touch with Jazmyne at jazmyne@mutant.com.sg

6 striking similarities between public relations and networking

networking

Having worked in the PR and communications field over the past decade, I’m used to both pitching to journalists as well as formulating the strategy and angle behind a good story.

Recently though, I embarked on something new and completed a two-year, part-time stint helping to run and manage The Athena Network, a networking organisation for female entrepreneurs, It was uncanny how similar the process was to get results from networking and PR, particularly regarding people’s attitudes towards both.

Those with a long-term, positive approach would make great connections or attract press coverage while those who were impatient and took an ad hoc approach would miss out.

Here are the most important similarities:

1. Getting results requires a long-term strategy

People who expect instant results never achieve what they want to. You wouldn’t meet someone at a networking event for the first time and then expect them to give you the huge contract you’ve been waiting for (if this has actually happened to you, let me know so I can eat my words!) The same goes for getting results out of a public relations campaign.

I’ve so often heard attendees at events say, “this isn’t for me; I didn’t meet any customers/clients for my business during this event”. With PR, we hear the same thing – “can you guarantee immediate coverage for my brand?”

Both involve building gradual relationships to develop credibility and trust. When you meet someone once, it doesn’t mean they will recall you when you meet again six months later. But meet them on a regular basis and you’ll be far more likely to be referred for future business. Public relations takes the same approach with media, gradually build profiles from the ground up so clients can be remembered by the press and called on for comment or invited to panel discussions on a regular basis, not just covered for one article and never thought of again.

2. Attention to detail is a must!

With networking, try and have a system that works for you to remember people and all the details surrounding what they do, or the project they’re working on. This helps when trying to establish a firm rapport, which not only opens up the conversation, but shows you’re truly interested in them.

With the press, remember what they’ve covered recently – chances are they won’t want to cover the same content again soon. Remembering these small details sets you apart and sets the stage for the next meeting.  

3. It’s all about the art of storytelling 

In a networking scenario, your introduction about yourself or your company is called an elevator pitch. With the media, it’s referred to as a story angle. Either way, what you do and why you do it is greatly improved through the art of storytelling. Answering a ‘what’ question with a ‘why’ answer is the best way to do this. 

For example, if someone asks what you do, instead of replying with a simple, “I’m an accountant” why not give some more context about your story?

“I work in accounting. I actually have always had a thing for numbers and maths, and found myself helping my parents with their tax returns at 16-years-old. I realised pretty soon after that was my calling, and I set up my own accounting practice five years ago.”

Isn’t that so much more memorable? People won’t usually remember every person’s profession, but they definitely remember a good story.

4. Repetition, repetition, repetition

Establishing yourself as an expert and thought leader both through networking and the media is not a one-step process. As mentioned, a long-term, regular approach goes a long way to build credibility and the catalyst for this repetition.

The more we repeat, the more our message is remembered. This repetition isn’t just about your words and message, its about being repeatedly seen and heard. If a potential client sees you once at an event, they’re unlikely to remember you. But if you happen to meet them at events on a regular basis, you’re more likely to become part of their regular circles. 

The optimal outcome of regular networking is when other people start becoming your advocates. Likewise with the media, the more they see you being covered and hear your message and expertise, the more likely they are to call on you for your respected opinion and contribution.

5. Ask questions… then really listen

If you approach your networking and PR efforts with the ethos that it’s not all about you, you will achieve far greater results. There’s nothing more flattering than when someone is genuinely interested in you and wants to know more about your work. Rather than pushing your own agenda, take time to ask smart, meaningful questions. I know we’re all busy and really want to forge ahead with getting our call-to-action out there, but a good relationship needs to be cultivated genuinely and without false pretenses. Plus, you’ll notice most of the time that once you’ve taken a real interest in someone, that they are equally as likely to show the same curiosity about you and your work.

The key here is to listen. What problems are people facing with their work? Is there anything you can do or a service you can provide to help? But don’t jump in just yet with your pitch! Find a way to integrate your suggestions only after you’ve listened to their whole story. You never know what important detail you might miss. 

With journalists, really listen to what stories they’re looking for and what beats they cover. There is no point in pitching a fashion story to a business journalist (most of the time.) Find out exactly what they want and frame your messaging to their needs.

6. Don’t leave them hanging!

There is no point taking two precious hours out of your day to attend an event if you’re not going to do your homework afterward. Make sure that as soon as you’re back at your desk, you follow up and thank them for the great conversation. This is your time to make suggestions, ask for a follow-up meeting or bring up a new discussion.

The same goes for interviews with the media. If you were invited to speak on the radio, make sure you or your PR representative is following up after by thanking the journalist for their time. Feel free to use this as a chance to suggest future topics or stories which you might be able to contribute on.

Make sure all those business cards you’ve been collecting are actually being used, rather than just lining a shoebox.

If you’d like to discuss the potential for public relations for your business, please contact me at lara@mutant.com.sg

How to get the media to attend your event

media

From weddings to birthdays, the presence of quality guests can really make or break your event. Sometimes the more the merrier, other times… not so much.

Just like personal celebratory occasions, when it comes to corporate events, product launches or press conferences, there are some people you will most certainly want to attend – the media!

Media presence is an important element of any event; they provide leverage to the awareness and purpose of what you, or your business, is doing.

Journalists, radio hosts, bloggers and TV presenters are very influential. Consumers (aka your potential customers) follow their news and respect their opinions, and inviting relevant, quality media to your event can do so much for your brand.

But anyone who has attempted to contact media themselves will know they are a fickle bunch. A journalist’s main objective is to cover news that is relevant to their target audience. Grabbing their attention amid a sea of news and events is no easy feat, and personal relationships go a long way. Not to mention they can work long, erratic hours, pounding away on their keyboards to constantly meet deadlines.

It can be a challenge to entice the media to an event, but challenges are good!  Contrary to popular belief, there’s more than promises of free booze and food you can offer to grab their attention (although, we won’t lie, that definitely helps!)

Make them an offer they can’t refuse

Journalists receive many invites every day about everything – food tastings, new product launches, store openings, movie premieres, and press conferences. What sets your invitation or event apart? Do you have a special guest speaker flying in? Is he or she an outstanding thought leader who will be sharing valuable insights about the industry, or local trends?

Journalists need an angle – i.e. a reason your event matters to their audience. Is your product the first of its kind in your market? Are you releasing a new white paper or piece of research of interest to their market?

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Make your invite enticing by targeting it to them. Depending on your budget, you can even mail them a physical and specially designed invite. Get creative with the exclusivity, and make it an event that even you wouldn’t refuse.

Invite the right crowd

Do a little research on your media guests and ensure their relevance. It might seem impressive to get the senior current affairs correspondent along, but how relevant are they for a food tasting? Instead, you want to get in touch with the food reviewer or editor.

This is an important but often-neglected process for novices. It is pretty unassuming, but building up relevant media lists takes patience, time and effort.

Timing is everything

Besides events, writers often have to struggle with constant looming deadlines – so send your invitation at least two weeks in advance. If you don’t hear from them in a few days, follow up with a phone call. 

Send out an email reminder with the date, time, dress code, and map of the venue a few days leading up to event – they will appreciate the gesture and it will reappear on their radar in case they have forgotten about the event.  

Successful events with the media take practice and time, and forging sincere relationships with journalists definitely helps. They will be more compelled to RSVP and attend an event with a familiar face. 

Spoil them

If you do get media to attend your event, it’s okay to be excited about it. Now, don’t waste the opportunity. 

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Make sure you give them attention (but not too much – no one likes to be hovered over). Keep them happy, make sure they have all the information they need, and let them know they can come to you if they have any questions. If you make them feel welcome and special, they’re more likely to remember you the next time you get in touch.

If you would like to know more about coordinating or successfully engaging media for an upcoming event or launch, get in touch at farah@mutant.com.sg

Image credit: Eugenio Marongiu / Shutterstock.com

 

Fashion faux pas: #BoycottDolceGabbana and the art of crisis management PR

It’s the latest scandal involving fashion, celebrities, babies and LGBT – which, in short, makes it media gold.

Over the past few days, we have seen the rapid response to Domenico Dolce and Stefano Gabbana’s (D&G) comments that in vitro fertilization (IVF) is “unnatural” and produces “synthetic children”.

The comments, made in an interview with Panorama magazine, have raised a furore among the press and the entertainment industry. Media commentary has lambasted their shortsightedness, while celebrities have initiated a boycott of the designer brand.

This boycott was led by no other than Elton John, thanks to a spat on Twitter, which generated the trending#BoycottDolceGabbana hashtag. It has since received support from a league of celebrities, including Madonna, Courtney Love and the Beckhams.

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It’s a dramatic turn of events, which provides an interesting and essential case study for some pointers in crisis management.

It’s not clear if there were broader motives behind D&G’s comments, but chances are they were off-the-cuff remarks made without the foresight to see how it would affect their brand identity.

From a PR perspective, there are numerous lessons you can learn about avoiding potential media nightmares – and how to react once the damage has been done.

There’s no such thing as “off the record”

It’s a game of trust. During interviews, you always have to be prepared before speaking with the media. One would have expected D&G to be aware of this after years in the spotlight, but goes to show that even media moguls can forget, and fall prey to the obvious rules.

Always err on the side of caution and be aware that anything you say can, and will, be held against you.

Don’t fight fire with fire

After Elton John led the boycott, D&G decided to go on the offense on Instagram with #boycotteltonjohn.

Although their efforts to make a point about free speech received considerable support from punters, their response was unnecessary. It is easy to forget the virality of social media, and these public spats only provide an opportunity to spawn more undesirable news.

A wise man once said, “An eye for an eye makes the world go blind”, and it is always good to be the bigger person, take a step back to assess the situation and see the best way to go about handling it with integrity.

Sorry seems to be the hardest word

If you do something that upsets millions of people, the right way to respond is to say sorry. A response carefully crafted to at least include the word “sorry” or “apology” isn’t difficult, and a quick turnaround can do wonders to backtrack on a flippant mistake.

Instead, D&G sat down for an interview with CNN, in which Dolce defended his comments and made it clear that they were his personal beliefs.

“It is impossible to change my culture for something different. It is me… I respect all the world, all the culture,” he said.

He went on to say he “loves the music of Elton John”, and that while his views were private, they could have definitely expressed their views better.

While D&G came across as very frank and honest in the interview, there was no apology. Sticking to your guns is one thing, but not acknowledging and expressing remorse at the damage their comments may have inflicted is an oversight.

Need help with your PR? Drop a message to hello@mutant.com.sg 

6 things the Oscars taught us about content

Every year, billions of people around the world cozy up in front of their TVs to watch rich people receive a gold award shaped like a man for their achievements in acting like other people. At its core, that’s what the Academy Awards is. So, what makes it so compelling?

The famous people are part of it, as is the glitz and glamour that has surrounded the night for nearly 90 years. But my personal view is that the night gathers so much attention because of the story being told. From the red carpet and the behind-the-scenes shots, to the speeches and the post-awards interviews, the media (with the help of social media) loves crafting stories around what is essentially a gathering of otherwise boring, rich people.

From a marketing point of view, there are dozens of lessons to be learned – but more specifically, there are a few strong points to be made about how we use, create and share content.

So without further ado, those lessons are… (drum roll please)…

  1. The right message spreads a long way

True content marketers understand the importance of unique content, but sometimes it’s less about an exclusive message and more about it being timed just right.

This year, the two speeches with the most buzz were by Patricia Arquette and Graham Moore, who called for wage equality and raised awareness about depression respectively, garnering hollers from the crowd (mainly Meryl Streep, let’s be honest.)

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Why were the speeches so good? Because they were authentic. You can tell Arquette truly cares about the issue of wage equality, while Moore drew on his own experience with depression and nearly taking his own life to get his message across about being true to yourself.

People everywhere can see right through the “I wish for world peace!” message, but will stand up and take note when your content and its message is genuine and heartfelt.

  1. Content isn’t just about words, it’s visual

What gets the most attention at the Oscars? Is it the movies? The speeches? The musical performances? Nope. Rightly or wrongly, it’s the pre-show red carpet, where people ogle and judge celebrities in their designer garb, snapping photos and posting images to social media and blogs all over the world.

Incorporating visual elements into your content marketing strategy is crucial. Humans are visual beings, so think about where you can include pictures and infographics into your articles and overall strategy.

  1. When content is unexpected, it works even better

Constantly pumping out content (correction: good content) is necessary to gain traction in any campaign, but sometimes it’s good to shock people. Lady Gaga used to shock the masses by wearing dresses made of meat, but at the Oscars she shocked by, well, just singing.

After dropping off the radar for months, Gaga appeared as if from nowhere to sing an incredible tribute to The Sound of Music and its star, Julie Andrews, and floored everyone. Her performance was a far cry from the Gaga we know, and she got a standing ovation for her stellar efforts.

The lesson here? Surprise people! Create content your audience won’t expect – you have a platform to create anything you want, so go Gaga with it.

  1. Storytelling matters

Okay, so I know I’m supposed to be talking about this year’s Oscars, but the 2012 awards presented such a fantastic example of storytelling that it can’t be ignored. It was the year The Artist, a completely silent movie, took home Best Picture. It was the first time in 83 years that a silent motion picture scooped the big award. It was (and still is) a big deal and an incredible example of the importance of storytelling.

The movie stood out not just because of the acting, but because of the love story. With content, we are lucky we can use words to tell a story – but it’s all about how you craft the narrative, report, press release, blog or information you’re trying to use to engage your audience. Tell a story people can identify with!

  1. Know what your audience wants

The hashtag that is still trending since the Oscars is #AskHerMore – a call to action for red carpet correspondents to ask female celebrities more compelling questions than “who are you wearing?” The trend was started by the Representation Project and is supported by Smart Girls (an organisation headed by Amy Poehler), and it gained massive traction on Twitter in the lead up to the show to ask about the work, not the dresses.

When your audience is asking for something, it’s your job to give them the information they need. Know what they want and cater to it in a creative way.

(P.s. E!’s ‘Mani Cam’ – a camera that focuses on what the stars’ manicured nails look like – was axed for this year’s awards after the #AskHerMore campaign highlighted its absurdity.)

  1. In the end, good content always wins

JULIANNE MOORE FINALLY WON AN OSCAR. Yep, after four previous Academy Award disappointments, Moore finally took home a golden statue for her portrayal of a linguistics professor with early-onset Alzheimer’s in Still Alice.

Although Moore has won countless Golden Globes and other awards in her late-blooming career, she’s held out for the Oscar and finally got it (YAY!) proving that sometimes an entire body of works speaks louder than a one-hit wonder.

With content, your results aren’t going to show overnight – and that’s okay. What’s important is that the entire campaign and strategy is strong, consistent and carefully managed to ensure you get what you need out of it.

Get in touch with us at hello@mutant.com.sg if you’re interested in creating compelling, meaningful and targeted content for your business. 

138624_0188 image by Disney | ABC Television Group is licensed under CC BY 2.0.

The dos and don’ts of media interviews

When it comes to publicity, as Richard Branson once said: “A good PR story is infinitely more effective than a front page ad”.

And it’s true – a good PR story is what every person, professional and business wants. But understanding how that story is crafted and the role the interview plays in the entire PR process is where people lack an incredible amount of knowledge.

The media is your best friend and your worst enemy. Understanding how journalists operate and what editors want is essential to building your story. Members of the media, like you, have their own objectives and – let me absolutely frank here – none of their goals are around helping you build your brand. However, if you’re able to understand what they want and how to position your story in a way that will interest their readers, then you’re light years ahead of most people.

If you are prepared, you can turn the interview into something truly beneficial for yourself and your business.

If you don’t know why your story is newsworthy or how to present this to the media, then perhaps it’s time for you to hire a PR expert. But in the meantime, here are a few tips to broaden your understanding.

  • DO understand what “off the record” actually means

Rule number one: If you have just finished the interview and turn to the journalist and say, “by the way, that stuff I said about XYZ was off the record”, I have some news for you: it was absolutely, 100% NOT off the record. If you have a good relationship with the journalist and you’ve just realised you let something confidential slip, then you might have a chance to retract it, but otherwise… you’ve effed up.

Stating something is off the record is a game of trust; it doesn’t legally require any journalist not to publish something, or absolve you of responsibility around something you said. That being said, most journalists will honour the request if you state beforehand which comments are off the record.

  • DO also understand the importance of exclusivity

Press conferences are great, but sometimes a journalist is looking for something new and exclusive from you when they approach you afterwards for comment.

If a journalist has spent time gathering information about something and then asks you about it – and you answer them – don’t then go and tell every other journalist you know what their fresh story angle is. Honouring the fact the journo has done the hard work is something that goes a long way to build trust in an on-going media relationship.

  • DO your research and come prepared

You should do your research on the publication and the journalist interviewing you. They may not like it, but it’s all part of the game (and they’ve done all the same research on you, of course.) Often, your PR agency or internal communications will do this for you, but if not, just give them a quick Google.

Go into the interview understanding the kind of stories the newspaper or magazine runs, the tone of the articles the journalist writes and their interview style. If you can get an idea of whether the journalist is a total ball buster or a more friendly interviewer, you’ll have a better idea about how to prepare any responses.

  • DO learn how to answer the same question three different ways

Some journalists love to do this thing where they’ll ask the same question a number of different ways to try and get as much information out of you as possible. It’s an effective tactic, and it also lets them know of any holes in your facts.

Unless what you’re being interviewed about is controversial or scandalous, you don’t really need to worry too much about this, but it can’t hurt to practise a few different ways to answer the hard question you know they’re going to ask you.

  • DO keep your emotions in check

A sudden angry outburst or stream of emotion is never a good thing in an interview. Keep it professional – even if it’s difficult. Some journalists will probe knowing full well it is frustrating you, but absolutely nothing good comes from letting them see the steam coming out of your ears.

  • DO have a PR professional on hand

Public relations staff are there to act as support during an interview, so if you need to, use them. However, journalists hate it when an interview subject repeatedly turns to their PR person for direction, so avoid using them as a crutch. Instead, practice your answers ahead of time and work together to have a clear idea of how you will (or won’t) approach certain questions.

  • DON’T turn down an interview with no reason given

If a journalist calls you for an interview and you’re not interested, don’t turn them down without giving them a legitimate reason. Legitimate. If you keep fobbing them off because you “don’t have time”, they won’t buy it, but if you say you can’t speak at the moment because you’re bound by an internal communications policy, then tell them that. And always, always honour their request as soon as you are able to talk.

  • DON’T tell the journalist what kind of questions to ask

There’s nothing a journalist hates more than being told how to do their job. Think about the times when someone might have questioned your credibility or ability to operate – it’s not nice, is it? At the end of the day, it will put the journalist in a bad mood and could sour the relationship. One day, you might want them to ask you certain questions about a new product or a positive business story, and maybe they just won’t.

  • DON’T argue if they change their line of questioning

Journalists are often asked to provide a line of questioning ahead of an interview. Some will do it, others absolutely will not (in Asia, this practice is more common, but in other regions a journalist will scoff if you ask for their questions ahead of time.)

If they have given you questions, be aware these are only a guide. Depending on the flow of the interview, how well you answer questions and the direction the conversation goes, a journalist will almost always change their line of questioning or ask additional ones. Don’t point out that they’re not sticking to the plan – or they’ll stick you the middle finger.

  • DON’T answer with “no comment”

If you can’t or won’t answer a question the journalist really wants an answer to, be prepared for them to source the information from elsewhere.

Where possible, it’s not recommended to respond with “no comment”. It leaves your position vulnerable and the subject matter open to discussion on the basis that they have sought a right of reply from you (for a fair and balanced article) and you’ve simply told them you’re not interested.

If you cannot comment, tell them why. Legal reasons and confidentiality agreements are legitimate answers (provided they’re true) and if you simply don’t know the answer, let them know. Tell them you’ll look into it and get back to them, and then honour that commitment.

  • DON’T lie, spin or ‘tweak’ the truth. Ever.

Lies have a way of being exposed, and your reputation will be hugely damaged if you were found to be fudging information. Not only will the interview have been a complete waste of time, it will make you and your company look dishonest, unprofessional and foolish.

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

Common myths of Public Relations – and what we really do

Public relations gets a lot of flack. It often stems from a misunderstanding of what is actually required in the role. From hedonistic party animals, to the bane of many journalists’ existence, PR people have been brandished with many negative stereotypes.

I will try to banish the common myths associated with PR by sharing a basic rundown of what actually gets done in the office (besides the daily tipple or two, and hanging out at the VIP section of the club during the weekends).

The Bad Spin

“Without PR, Cinderella was just a drunk princess who lost her shoes at a party.”

The PR spin is often mistaken for deceit, when it really is quite the opposite. We pride ourselves on conducting thorough research and coming up with creative story ideas to help enhance your brand’s credibility. We are honest storytellers with sincere motives and we are keen on sharing with the public what our clients do.

Never say no

Our aim is to run a campaign that meets our clients’ needs, and this leads to the next misconception – that we are pushovers incapable of saying no. Which leads to the accusation of incessant and irrelevant pitching. (For our fellow PR friends and marketers, here are some tips on pitching gracefully to the media).

In actual fact, we first listen to our client’s needs, then consult with them on a suitable media strategy, and establish clear expectations on what we can deliver. We foster confidence and reassure clients that sometimes, the story they want to tell is not going to fly with the media or public. It’s our job to help them craft a message and strategy that will be valuable and of interest to news outlets.

Sticking to the old school

Some traditional PR methods still stand the test of time, but as consumer trends evolve, so does PR. Old PR approaches would include writing a press release and pushing it to media. These days we’re looking at all the channels available to a brand to reach out to their audience.  This means staying on the pulse of changes in marketing, social media, search engine algorithms, inbound marketing and much more – these trends provide fascinating user insights that will complement traditional efforts.

 

Good PR is more than hardselling stories to journalists or glorifying brands to sway public perception – we are about telling engaging, newsworthy and truthful brand stories across the most suitable platforms. Only then will the media and public start trusting a brand and its products.

13 rules when writing a press release

 

To find out how Mutant can help with your PR efforts, drop us a line at hello@mutant.com.sg.

Disney – Cinderella Castle Mosaic Selective Coloring image by Joe Penniston is licensed under CC BY 2.0.