It has been just over a year since Stellar* hosted a Food Blogger and PR Professionals’ Meet Up which resulted in this 15 Tips for Blogger Relations post.  A lot can happen in a month let alone a year, so I was keen to catch up with one of our panellists, Helen Yee from Grab Your Fork, to get an update and some tips and to hear what’s been happening in food blogger land.  This is a two part interview; the second part will be posted tomorrow.

RC/ Do you think PR people have improved their knowledge and understanding of how to work with food bloggers?

HY/ I’ve definitely noticed a change. There will always be a few incidents where approaches are less than desirable.  The successful PR agencies are the ones that recognise the personal nature of food blogging, and that these sites are maintained out of passion and as a labour of love.

RC/ What’s the biggest mistake PR professionals’ still make when approaching food bloggers?

HY/ Presuming that we need or want their content.  Unlike traditional media outlets, food blogs do not have blank spaces they are trying to fill with content.  Bloggers publish one post at a time - the headline story is the only story and this is why unique and interesting content is so essential.

RC/ Do you have any new insights or advice for PR people wanting to work with food bloggers?

HY/ It’s essential that PR agencies be familiar with food blogs and how bloggers communicate.  We do not expect you read every post, but it does not take long to flick through a few posts, identify the content focus or priorities, observe the writing style, and note the interaction with readers.  In many ways food bloggers are like columnists - people read them not just for their news, but their personality and opinions as well.  This dynamic plays a huge role in the type of content food bloggers will choose to feature.  Astute PR people will identify propositions that match a blogger’s values and interests and that are newsworthy for their readers.

Once you’ve done this preliminary research, a personalised approach is logical and easy.  Note that mass emails with automated address fields can be detected a mile away. If you’re going to address an email personally, make sure you get person’s name and blog name correct, otherwise don’t bother.  Take some time to tailor an opening paragraph or two.  Be friendly, honest and genuine. It makes a huge difference.

The personalised approach of blog content is often what underlies the appeal for blog readers and the perception of blogger integrity is vital.  PR people should not expect a guarantee of content after an experience or product dispatch.  If a blogger loves something, they will write about it, with candidness and fervour.

Food blogs are written and maintained, for the most part, by sole individuals as an after-hours hobby.  These are people who are working full-time or studying, but they come home, turn on their computer and edit photos, write posts, respond to comments and answer reader emails because they enjoy food and they want to share their love with others.  A blog is not just a regurgitation of random content - it’s people’s thoughts, lives, hearts and souls published online for the world to read!  Writing a post takes anywhere from one hour to eight hours and bloggers do this for free.

RC/ What kinds of opportunities and experiences are food bloggers looking for?

HY/ Food bloggers are always looking for engaging content that will spark conversations or comment by readers.  This might be an invitation to a food-related experience, a behind-the-scenes opportunity, receipt of relevant products or the chance to interview a personality or chef.  Bloggers are more likely to be interested in a new, interactive or personalised experience.  In addition, the opportunity for a blogger to take their own photos cannot be forgotten either.

It’s also worth remembering that whilst the number of food bloggers has grown exponentially, many blog readers tend to visit large patches of the food blogging circuit.  As the blogosphere becomes saturated, duplication of content will become a bigger issue and exclusive or customised propositions will offer greater appeal.

RC/ What’s the best PR / brand led experience or opportunity you’ve had in the last year?

HY/ There have been a few notable experiences but the most memorable was attending the Tasting Australia event in Adelaide as a guest of South Australian Tourism.  It was an exciting event that featured noted chefs from Australia and around the world, all congregating in a celebration of food.  The event culminated in the presentation of the World Food Media Awards.  What I appreciated most about this experience was being treated as part of the general media contingent. This meant access to the media room and facilities and being hosted for regional tours and restaurant dinners.

Other noteworthy events included attending the Wellington on a Plate Food Festival in New Zealand (Wellington Tourism); taking part in a MasterClass hosted by Tetsuya Wakuda (Openhaus); and visiting the Emirates luxury resort at Wolgan Valley (Professional Public Relations).

Part 2 of this interview is here.

Posted by Renee Creer.

When I started writing this post I thought I liked graphs a lot; probably more than most people but as I found out, not nearly as much as Craig Robinson who in the space of 10 minutes has become my personal hero.  Unlike Craig, who once audited his life into a range of magnificent pie charts, my interest has remained strictly professional.

Last week I caught up with Jye Smith and he asked how I measure PR.  In this instance I explained to him how I measure publicity results as a component of PR.  I was glad he asked because it gave me an excuse to bust out some charts.

At Stellar* we use Stellar* Analytics, our measurement and reporting tool (shameless plug - tick).  Below are the core measures that come into play when we’re looking at publicity results (I’ll save the social media charts for another time).  Just note that when I refer to coverage, I’m talking about a print article, a radio segment, an online news piece etc.  Key publicity measures include:

• Volume:  how much coverage was generated eg. press clips, broadcast segments, online articles
• Frequency: how many times within the coverage a brand name, category or product was mentioned
• Reach: in crude terms, how far the coverage went based on circulation or audience figures
• Sentiment/Tone:  analyses if the coverage was positive, negative or neutral
• Message:  the key messages that were communicated, much like content analysis
• Share of Voice: how much coverage Brand/Product A got compared to Brand/Product B
• Medium: the different media segments that generated coverage eg. print, broadcast, online etc
• Type: what type of coverage was generated eg. a feature, column, mention, review etc
• Category: the category of media the coverage appeared in eg. capital city daily, national newspaper, supplement, trade mag, online news
• Date: when the coverage appeared
• Location: the location of the media outlet if specific to an area eg. by state
• Outlet: ranks the media outlets by volume of coverage
• Journalist: ranks the reporting journalists by volume of coverage

The following charts highlight some different publicity results over time. 

NOTE:  CLICK ON THE CHARTS TO GET THE FULL VIEW, OTHERWISE YOU’LL BE SQUINTING AND THINKING HOW CRAPPY THESE CHARTS ARE.  ALSO, BRAND AND PRODUCT NAMES HAVE BEEN CHANGED.

1. This shows that the majority of coverage for the client has come from product reviews or basic brand mentions.

2. This shows the same results as the above but over a period of one year.  The chart shows a spike in product coverage heading toward Christmas which correlates with an increase in press features such as Christmas buyer guides etc.  It also shows that the client leverages value ads off the back of its media spend.

3.  This shows that the coverage in regional / suburban press significantly outperforms other media categories.  There’s also a spike in lifestyle and trade publication coverage in January as a result of a specific campaign around a new product launch.

4.  This chart shows that over a two month period, Audi outperformed competitors in terms of share of voice in the media. 

 5.  This charts shows how different products in the same company are performing over time in the media. The significant spikes are the result of product launches or specific media sampling campaigns.

6. This chart shows the rise and fall of reach, based on circulation, over time.

When you build up a body of data like the above, you get to clearly see the results of your efforts and you get insights on how different elements are performing which in turn allows you to adjust your strategy and invest where you need to. 

Posted by Renee Creer

Following on from last week’s post, we have part 2 of our top tips for exhibiting at shows.

Manual

Read the exhibitor manual in detail - it’s your bible! This will contain all of the info you need to know for the show including bump in/bump out times and details, delivery details, permits, health and safety regulations etc. Be sure you’ve got everything covered so there are no surprises.

Staff

I’ve seen lots of brands spending big bucks on flash stands only to man them with less than impressive promotional staff. Without doubt the best people to man your stand are your own staff as they have the knowledge and passion that you wish to convey to visitors. If this is not feasible then promotional staff will need to be fully briefed so they can confidently engage with visitors.

Stock

I’ve also seen lots of brands underestimate the stock for exhibtions! Always overestimate, just to be safe. Visitors at food shows in particular want to eat and drink A LOT so no stingy samples! The last thing you want is to run out half way through the show. Also consider whether you will store stock onsite or ship it in before or after each day.

Promotions

Competitions and promotions are great for capturing data to expand your customer database. They also allow for a reason to continue communicating with visitors after the show. It is important to carefully consider your prize - make it relevant and exciting for customers to encourage entries and don’t forget the permit.

Leverage

Think about how you can promote your involvement through other channels to excite customers and encourage visitation. Mention the show on your website, newsletter, blog, in direct mail, in store etc. Consider publicity opportunities also.

Measurement

Understanding what came of your participation in the show is paramount. Track sales, customer acquisition, competition entries, data capture - anything that will allow you to demonstrate the show’s success and facilitate comparisons year on year. Also, can you estimate a cost per head? That is, the cost of participating against the number of people you reached. This will show whether the investment was worth it.

Finally, if you are going to be on the stand during the event - wear flat shoes and pre book a post show massage because you’ll need it!

I hope this helps any would be exhibitors out there. If you have any further advice or experience then please share it with me.

Posted by Jane Outen

Today, I proudly call myself an exhibitionist. I believe this is a fair title after working on projects for the Good Food & Wine Shows in Melbourne and Sydney and the Food Show in Auckland - in addition to attending several shows a year as a spectator.

So whilst I am fresh off the back of all of this activity, I have collated some pointers (in two parts) for would be exhibitors. Whilst this is not rocket science, there are definitely a few key things to think about and get right for this activity to be effective. Part 1 looks at reasons to exhibit, budgets and developing your stand design. Part 2 will focus on the logistical side of running a stand, leveraging your presence at the show and evaluating its success.

Objectives

What are they? Is the audience right? What’s the purpose of your stand? Are you exhibiting for awareness, to encourage trial, move stock, for one-on-one time with customers or do you want to provide a particular brand experience? Set objectives and targets prior to participation so you’re clear on what you want to achieve.

Budget

Aside from the space itself, there are stand design, installation, product and staffing costs to consider. Do you have the budget, resources and time to be there? Set the budget and then add 10-15 percent as a contingency; this should cover any unexpected costs.

Location

Location can make or break the experience. Ensure you’re in a good isle with flow through traffic. Try to position yourself next to major show attractions and always check brands that will be next to your stand - will they help attract visitors, are they complementary products or services or are they competitors?

Type

From my experience standscome as a ’shell scheme’ or ’space only’. Shell schemes come with an exisiting frame (walls, signboard etc); space only is literally, space only; the exhibitors must provide everything. The former is cheaper but you are limited with what can be created in the space provided so work with your budget.

Design

You’re competing for attention in a crowded market so how will you stand out? Think about an overall look and feel. Do you want your stand to be functional or do you want to create a tactile or visual experience for visitors. Consider whether you need to employ someone to create a great stand design on your behalf.

Installation

Although it looks easy enough, stand installation can be labour and time intensive. Evaluate whether you can afford time away from the business to install the stand - is this time well spent? Sometimes it’s worth paying a professional to bump in and out; they’ll do it in half the time and the effort, leaving you with energy for the busy days ahead.

Branding

This needs to visible, consistent and in line with your other branded executions e.g. website, packaging, marketing collateral etc. The exhibiting space should bring your brand to life and reinforce people’s positive perceptions.

I hope this was helpful, part 2 to follow next week.

Posted by Jane Outen

On 29 June a bunch of PR people and food bloggers got together to discuss blogger relations in response to some recent and very public PR stuff ups involving food bloggers and journos.  At the meet up, a panel discussion was held with Helen from Grab Your Fork, Reem from I Am Obsessed with Food and Ed from Tomato.

L to R: Helen Yee, Ed Charles, Reem Abdelaty & Renee Creer

A few days prior to this, Text100 released their Blogger Survey 09 which reported that PR people were continuing some bad habits in regards to blogger outreach.  PR people:

• continue to blindly send corporate press releases to bloggers
• are failing to read the blogs and truly understand their target bloggers’ communities
• seem to expect bloggers to post corporate material, demonstrating a lack of understanding of the medium and the very reason why bloggers blog
• treat bloggers as they would journalists - not as influencers which is more appropriate

Based on my conversations with Helen, Reem and Ed and from the discussion on the night, I’ve put together some tips on blogger relations for PR people.

1. Question if blogger relations is appropriate. It might seem like a good idea at the time (you know, tag blogger outreach onto the back of your traditional publicity efforts to increase exposure - after all it’s a cheap way to generate some online buzz and impress your clients on how PR 2.0 savvy you are), however blogger outreach shouldn’t just be done because it looks like it can be done quickly, cheaply and easily.  Any PR activity must help to achieve overall objectives.
2. Understand the medium. A blog is essentially an online diary of someone’s experiences.  Blogging is a very personal endeavour, mostly undertaken in personal time.  The point of blogging is to have an opinion about something, share it and engage in two-way dialogue with other bloggers and readers.  Bloggers are driven by their own instincts and interests, they are not necessarily into the PR or media agenda and they are not mouthpieces for PR messages who can be easily bought.
3. Realise that bloggers don’t need PR people. Text100’s report highlighted that most bloggers get information from other bloggers or RSS feeds.  In addition, bloggers usually have a backlog of content they’d like to post so they don’t need PR people to provide content or news; they have done well enough without us for the last few years.
4. Understand a blogger’s needs. Interesting, valuable, remarkable content or experiences are important to bloggers; in this regard they are like traditional media. Bloggers also consider what their readers would like to hear about.  In addition, having time to post is a factor when it comes to blogging or not and for food bloggers in particular, having great pics is a necessity for a post.
5. Do your research. Take time to thoroughly look at and learn about the bloggers you wish to contact because they are not homogenous; they all have different interests, motivations and approaches.  Read the blogger’s ‘about’ page, read the ‘archives’ and use the ’search’ function. Learn what their interests are, how often and when they post - really get to know them and what they’re about.
6. Realise you can’t control bloggers. Bloggers are entitled to blog as they see fit and they are without external constraints (editors, stakeholders etc).  Just because you provide a product or experience and a blogger accepted it, it doesn’t mean they will write about it and it doesn’t mean they will write positively about it. Many bloggers feel uncomfortable with the sense of obligation implied or otherwise by accepting things, when it comes to being approached by PR people.
7. Realise you can’t control the message. In an industry built on managing or moulding messages, relinquishing control is often uncomfortable.  In some areas of PR and for some clients, having negative comments in the public sphere can be a bit of an affront.  Know that while bloggers will make corrections to errors it is inappropriate to request that negative posts or comments be removed.  As Mel from Fooderati said “you can’t ‘un-have’ an experience” so why would a blogger remove a post they have written?  As a PR, you can certainly respond and seek to rectify any issues but don’t expect posts or comments to be removed.
8. Take a personal approach. Do not send blanket ‘dear blogger’ or <insert name> emails and expect to get a reply.  When approaching bloggers, make a personal introduction - you’re trying to build a relationship after all - and don’t hard sell or waste people’s time with lame PR ideas. In addition, realise that some bloggers welcome PR contact but others don’t.  If a blogger hasn’t included their contact details on their blog, this would imply they do not wish to be contacted, so respect this.
9. Invest the time and best resources to do the job right. Constructing personal pitches and building relationships takes time and as Ed commented “intelligent targeting is labour intensive.”  Blogger relations requires time and competent, sensible, personable PR people.  If it’s a job given to junior staff, they will need a thorough understanding of the medium and the best way to approach bloggers.
10. Always explain and disclose. Saying “I do the PR for so and so” doesn’t mean much to someone who doesn’t know what PR is in the first place.  Go to the effort to explain who you are, what you’re doing, who the client is, how you see bloggers fitting into the picture; whatever you think will help the blogger understand why you have contacted them.  Always disclose and expect that if you provide something to a blogger, they will publicly disclose too.
11. Think about what you’re offering. Bloggers like to link to other blogs and many readers will read multiple blogs under the one area or topic.  It can be pretty boring if everyone is writing about Barry’s Biscuits in the one week, so think about what you’re offering and how you can offer something unique to each blogger.  Bloggers also want to be able to distinguish themselves from other bloggers.
12. Think about the content you’re providing. Many suggest that content for bloggers should be more conversational, should avoid corporate speak, and should be more web friendly.  Reem however made the point that bloggers are mostly all professionals so they’re familiar with corporate speak and don’t mind press releases.  In any regard, clear, concise information is best and sharable, condensed, web friendly content is recommended.
13. Be careful who you offer freebies or payment to.  Some bloggers will not accept any freebies because they feel it compromises their credibility.  It comes down to a personal choice so be mindful of this when approaching people.  In addition, it’s not appropriate to offer payment to bloggers.  While this does happen, in the States for example, and while you could probably find a ’pay for post’ blogger somewhere, it’s certainly not considered appropriate or ethical.
14. Follow up with manners not expectations. A great way to follow up with a blogger is: “is this of interest to you” not “when do you think you’ll write about this.”  As noted above, bloggers are not obliged to write about your product or service, so don’t assume this.  In addition, if a blogger has written a post on your client, sending a thank you email never goes astray.
15. Understand that bloggers talk. Food bloggers in particular are a large, tight knit community of people who regularly socialise together, link to each other’s blogs and talk all day (and night) on Twitter.  Know that if you spam them, are rude or inappropriate, or make unreasonable demands, they will all talk about you and your PR agency (within a matter of minutes) and it’s likely that your email will be circulated and possibly even published online.  Public naming and shaming has happened before.

That’s all for now.  I hope I’ve done the topic justice and I would love to hear feedback on these tips.  If you have any additional points, let me know.

You can listen to the full conversation here.

Audio clip: Adobe Flash Player (version 9 or above) is required to play this audio clip. Download the latest version here. You also need to have JavaScript enabled in your browser.

Here are some additional blog posts you might like to check out:

• Last Appetite: 4 tips for food blog PR
• Not Quite Nigella: 10 things you should know about food bloggers
• Time Out London: When are food bloggers just meal blaggers?
• The Guardian: Food bloggers and PRs to meet
• The Guardian: When the food bloggers met the PRs

Last but not least, thanks to everyone who came along on the night and thanks to Helen, Reem, Ed,  Restaurant Arras and Glen Frost for the photos.

Posted by Renee Creer
Photos by Glen Frost, Frocomm

L to R: Melissa Leong, Reem Abdelaty & Ed Charles Pre-talk drinks

Pre-talk drinks

Here’s part two of our post on how to work with a PR agency (part one here if you need it).  These tips can make the difference between having an excellent experience or one you’d rather forget.

Integration

• PR works best when fully integrated with your business and the rest of your marketing mix.
• Ensure that your PR agency is looped in with your other agencies and staff and share details of strategies and campaigns.  Share outcomes and learnings also to drive efficiency and success. 

 Reporting

• It is important to agree at the outset how your agency is going to report to you. This can be done through work in progress meetings (WIPs) on a weekly, fortnightly or monthly basis and monthly/annual reports. All of these can be done either over the phone or in face-to-face meetings.
• If reports need to be forwarded on to senior management or other teams in your company (e.g. sales)  who may not understand what PR is or does, make sure they contain analytics that are relevant to them e.g. facts and figures, press coverage or messages mentioned, so that it really triggers their interest and ultimately their buy in.

Results

• Regularly evaluate the agency’s deliverables to see how they’re tracking and to consider whether they need to be adjusted.
• Conduct regular and honest reviews of progress and achievements to ensure the relationship ticks along smoothly and that any issues are dealt with immediately.
• At Stellar* we have annual ‘health checks’ with accounts and clients with 360 feedback.  After campaigns or events we report on key learnings.
• Recognise that PR takes time. Unlike advertising or other communication methods where you pay for a space in a newspaper and something appears, PR is a long term investment which may mean your story doesn’t appear for several weeks or even months. Also bear in mind that journalists may have their story cut at the last minute by their editor and that nothing is guaranteed.

So, that’s that.  Now you have your new knowledge, go forth, embrace your agency and make them your best friend!

For further reading, check out the Cooler Insights blog

Anything else to add? Please post a comment below.

Posted by Helen Lear

Now you have gone through the selection process and picked your agency, you need to figure out how to work together to ensure the best results for you and your brand.

You need to think of your agency as your best friend to get the best you can out of the relationship.

Here is the first set of tips to get you started:

Setting up the account

·      The first step is to review the proposal that the agency submitted to win the account. This document will need to be adjusted to reflect what you really need for the campaign and have the budget for. The agency will then put this into a PR plan which can run from anything from three months for a project to a year or ongoing with a three month notice period.

·      Make sure the PR plan contains clear deliverables that you can measure the agency’s work against along the course of the contract. These can be anything from press coverage to increased traffic to a website or attendees at an event. The holy grail is if you can also work out a measurement technique for the impact PR has on business and sales progress. This could be through monitoring sales enquiries, spikes around sales following PR activity such as editorial or events or by building PR related questions in to your brand tracking to measure awareness.  Once you are happy with the plan then approve it and let the work begin!

·      Make sure that you give your agency all the background material that you have so that they are aware of every aspect of your business such as marketing collateral, internal newsletters, staff information etc. It is important to be as transparent as possible therefore your agency should be aware of any skeletons in the closet so that they can be prepared in case someone else digs them out!

Relationship management

·      Once you have appointed your PR agency, you need to ensure that you get the maximum benefit from the relationship. To do this you need to really ensure that you understand each other from the very beginning and are clear about each other’s expectations.

·      Trust your agency and don’t keep unnecessary secrets from them as this will only hinder the quality of their advice.

·      Keep you agency updated on any changes to your brand, the company structure, staff changes etc.

·      Involve the agency at an early stage in any activities that will require their support. Don’t just throw things at them at the last minute and expect quick results!

Anything to add? Please post a comment below.

Watch this space for part 2 of How to work with a PR agency.

Posted by Helen Lear. 

Public Relations is unfortunately still one of those professions that I find myself constantly having to explain to people at dinner parties, in taxis, to my grandma (I have tried many times to no avail!).

So if you are a PR virgin and looking for an agency, what should you really be looking for?

If it is your first time wandering into the wilderness, take a moment to read on to gain more of an insight into what we do and how to start the process of selecting an agency.

Size - does size really matter?

• Budget, size and length of the project will determine the size of agency you need from a small boutique agency to a large international consultancy.
• Unless you already have an agency in mind, it is worth meeting with at least two or three to get a feel for what they do and how they would work alongside you and your team.

Relevant experience

• Both the agency’s background and relevant experience will give you a good indication of whether they will be suitable for you or not. For example, if you are a travel agent it would be advisable to look for an agency that has experience in the travel, leisure or hospitality industries. That said, you may already have great contacts with the travel media and be looking for an agency that can broaden your reach into news or mass media and who can look at your brand with a fresh pair of eyes.
• There are specific agencies that focus on just one sector e.g. travel, or those who work across a broader spectrum of clients and can help you reach a wider market. It is up to you which you think would be most relevant for your needs.

Other clients

• It is important when researching an agency to find out who their other clients are. This is not just to gauge their relevant experience, but also to check that there is no conflict of interest with your brand.
• It is always worth investigating how long the agency has had each client as high retention is a great selling point. Most agencies would be happy for you to speak to their existing clients to gain a reference if required.

Location

• Are you looking for an agency close to home so you can pop around to their office for meetings/coffee/gossip, or would you prefer an agency that has offices in every major city or country? The answer to this really depends again on the size and scope of your campaign.

Accreditation

• Does the agency belong to a professional body such as the Public Relations Institute of Australia (PRIA)? If they do then it shows that they are a recognised company that has to abide by a code of conduct and ethics. Check out the PRIA website for more info.

The team

• When speaking with a new agency it is a good idea to get them to commit (if they can) to telling you who the team on your account would be. This helps you to get an idea of their relevant experience and whether you fit with these people both on a professional and personal level. At the end of the day, you will need to speak with these people on a regular basis so you need to get along!
• As a rule, most accounts will have a senior person (General Manager or Account Director) to oversee everything with a Senior Account Manager/Account Manager to do the strategic work and a Senior Account Executive/Account Executive to carry out the day to day work.

Budget

• Your budget for the campaign will always determine the type of agency you can approach. For example, if you have a limited budget you would be best off with a smaller agency because as a rule they have lower fees and will be more accommodating to a lesser budget.
• PR campaigns can be charged in two ways – either on a full time retainer which would be a set fee per month, or an hourly fee for a shorter project. The way in which an agency wishes to bill may also help you to make a decision.
• In addition to the PR fees, all agencies also charge disbursements or expenses, which cover things like taxis to meetings, photocopying and telephone calls.

What next?

• Once you have chosen one or more agencies you think you would like to work with, contact them to set up a face-to-face meeting to discuss your requirements and to see how you connect.
• Following the initial meeting and if you are keen, send the agency a detailed brief giving all the information about the campaign including budget, timeframes and deliverables. The agency will then go away and work up a pitch to present back to you. If you are happy with what they have presented then sign on the dotted line!

For further reading, check out the Chartered Institute of Public Relations (UK) website about their tips on how to choose an agency.

Good luck!

If you have anything to add or have any interesting stories about choosing an agency, we’d love to hear them.

Post by Helen Lear

Here’s part 2 of our tips on getting your event in the social pages:

5. Hold your event later in the week when the social pages are being prepared and when people can feel a weekend coming on. If you hold your event on Friday or Saturday night don’t expect social coverage (see point 8). Wednesday or Thursday night is best and don’t rule out a breakfast or lunch timeslot for a product launch. Check the proposed date for other competing events on Social Diary, an industry diary of social events registered by people like us.

6. Don’t skimp on the invitation; it’s the first touch point so make it count. If it looks cheap you’re sending a message about what kind of event you’re putting on. Make the invitation stand out and try sending an invite that’s not just paper in an envelope. We always get asked about whether an email or hard copy invitation is better. Again, it depends on your brand and event but a birdie once told us that hard copy was good for social editors because they can put in a folder and it doesn’t get lost in their inbox.

7. Seven to ten days prior, leak details of the event to key media. This is a good way to touch base with social editors about the event and ensure they’ve saved the date in the diary. It will also generate buzz and you’ll notice a spike in rsvp’s as people start reading about it and getting excited. Social networking sites are also a great avenue to create buzz.

8. Be mindful of press deadlines. Sunday newspaper editions are put to bed by Friday lunchtime, so make sure journalists have everything they need and be sure to be contactable on Friday so journalists can check facts if needed.

9. Hire your own photographer so you can widen the publicity reach. Also, try and set up an exclusive shot the day of the event to ensure coverage the next day. On the night, don’t forget to ensure the social editor and photographer is being looked after because the coverage is written from their perspective.

10. Cross your fingers and hope for the best because these things are beyond control. Getting in the socials shouldn’t be your only measure of success. Other measures – attendance numbers, quality of guests, number of media guests, engagement with the brand and feedback from the client – should be used.

Did we forget anything? Let us know if you’ve got any other tips.

Posted by Renee Creer

I love a party. The best party I ever went to was a wake. Let’s just say if it was the subject of a joke it would start something like this: “Fourteen people and a blow-up dolphin are in a spa…” but that’s a story for another time because I would like to keep my job and reputation in tact.

We all know Sydney loves a party, but last week we learned that Sydney really, really loves a pool party, especially if it’s hosted by the notorious party master, Justin Hemmes.

Last Thursday we helped Justin launch ivy’s Pool Party, which was named Party of the Week by Amy Cooper in The Sun Herald S; just one of 14 clippings secured pre and post event.

At Stellar* we are often set the task of getting coverage in the social pages. This is not easy; competition is fierce, coverage can’t be guaranteed and reviews can be harsh.

If you’ve got aspirations for your event to make the socials or get the kind of coverage that will generate awareness, increase patronage, sell product or create buzz, the following list of tips will come in handy.

We’re posting this in two parts; the remaining tips will follow later in the week.

1. First, check your objectives. Clients often want a party without really drilling down on what the objective is and who their target consumers are. Who can blame them really? Parties are fun, however your objective might not be best achieved via an event. Similarly, if your targets are boomers, the social pages aren’t a good match and you should look at a more intimate event with different media targets.

2. Have a cool hook or theme that relates to your product or brand. The theme must be visually strong because coverage in the social pages is concise and image driven – so you’ve only got a small opportunity to get your message across. Plus, always include the brand or product name in the party title so that at the very least you’ll get a mention here.

3. You’re going to need young, good looking people, models and celebrities (they don’t have to be A list). That’s the simple truth of it. You’re going to need these people and lots of them, unless your product or brand is super sexy, has a certain level of cache, or the event idea is so out-of-this-world no one has ever heard or seen anything like it.

4. Events that offer a unique experience always have an advantage. They help with rsvp’s, talkability and coverage. Offer this via a ‘first ever’ happening, a special guest, a unique location, an exclusive performance - anything people can’t normally get, have access to, or experience. Aside from celebrities, media also love access to senior management, particularly if they have a public profile.

We’ll outline some practical tips in part 2, later this week.

Posted by Renee Creer