58 . Glasgow Business January/February 2013
BIG TALKS Gavin Cameron is Account Director at The BIG Partnership
How to do PR and get results
A new year and a new approach – our columnist resolves to make the most of every opportunity to spread the word in 2013
T
he tree has been put back in the cupboard, the dog has eaten his last leg of turkey and that jumper you got off your nan has been safely filed in
the back of the wardrobe in preparation for its trip to the charity shop in March. Te last ding has well and truly donged. Like me, I’m sure you’re all Happy New
Year-ed out by now and are well on the way to breaking your promises to join the gym/quit smoking/give up Monster Munch already. Tis is also the time of year where we’re
peppered with advice on how our lives can become infinitely more successful or profitable come the end of December. When it comes to PR, the internet is
positively overflowing with tips on how to make our communications efforts more effective. I’ve digested the best of these so you don’t have to – you can thank me later – and have drawn up my list of PR New Year’s Resolutions for 2013. Feel free to adopt these yourself too – we can form a support group. Tis is the year I learn to rite
gud: For beter or worse, we now live in an age where Twiter demands we deliver the sum of human wisdom in 140 characters or less. So, from now on, I’m keeping everything I write short. Like this. And this. I could go on. Anyway, apart from that,
I’m going to check, then double-check again, my spelling and grammar. As a former journalist, I know that if a press release looks like it’s been writen by a chimp who’s been thrown a Crayola through the bars, it’s geting filed in the bin. I promise to give myself a
thorough Googling: therefore,
I’ll be completely ignoring what I’ve just said and will be repeating myself over and over again and packing my web copy and press releases with clumsy phrases and shameless namedrops so I can be found by search engines. It’s the future, I hear. Out with the old, in with the new: new
communications channels are opened up all the time and audiences are becoming increasingly sophisticated in how they absorb content. I’m therefore going to promise myself not to snort derisorily if a story isn’t good enough for a press release and will instead resolve to consider
whether it’s worthy of a blog or a social media post instead. Show, don’t tell: if a picture is worth a
thousand words, then two pictures must be worth two thousand. A video? Easily worth all three Lord of the Rings put together. By giving thought to multimedia requirements, my stories will have greater impact and I’ll clearly be able to demonstrate I know what an iPad is for, other than playing Fruit Ninja on. Prioritise priorities: I’m as guilty as the
next man of reacting as soon as I hear the ping of an email in my inbox. Which has the effect of making me feel like I’m being terrifically efficient – until the end of the day when I realise I’m still staring at the same blank document I opened at 9am, which is conspicuously free of the fruits of my labours. Tis year, I’m switching off all my email alerts and resolve to only check my inbox when I’m free. Please don’t email me to tell me you only have minutes to live. Here’s to a happy, healthy,
productive and rewarding 2013. FIND OUT MORE...
For more information on The BIG Partnership, visit www.
bigpartnership.co.uk
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