Re-posting this from the Bristol Editor blog, as an example of how not to deliver PR. Read it and learn folks.

…and the dubious award goes to these guys.

A huge thumbs-down to the PR Directors at PR firm Dada.co.uk today: following a mis-pitch yesterday on behalf of their client Whyte & Mackay, in which a press release on the drinks firm’s re-brand was sent to a printing industry-based Newsroom (ie mine) a follow-up email was sent by myself, asking the PR Account Director to remove us from their irrelevant PR issues.

Email received back, apologies accepted, we all move on and continue to cypher the 250 daily emails from PRs.

Or so I thought.

This morning, another email from a different PR Account Director at Dada, telling me about the wonders of how Whyte & Mackay are using Twitter to promote and launch Campaigns for consumers. Fabulous. And totally irrelevant. Again.

Many thanks to the second PR Director at Dada – this guy. He was too busy to take my call earlier, asking if they could actually confirm that they had removed our newsroom email address from their database, and if they would please, please, please stop PR Spamming us. Too busy to talk to the Press? Another clanger for a PR firm to commit.

So, in the absence of a decent resolution, here we are.

To top it all, Dada’s PR pitch on their site claims that ‘No-one can offer you a PR service like DADA’ and – for completely the wrong reasons – I am now inclined to agree.

Now pass me that chocolate fireguard, it could come in useful.

What if…when your PR submits content to a journalist – specifically an online journalist – they have given quotes from you the client which include optimised, industry-relevant, search engine-friendly keywords within the quote?

It would be published intact by the Press, as it’s a direct quote adding value to the story or issue to be published. PR which actually does more than a vanity hit in the media. Powerful huh?!

But your PR consultant is probably already advocating this kind of integrated approach to PR and online exposure already…

Top 10 tips here from a seasoned Editor for PRs to observe and use – excellent stuff!

“Here’s a starting point: if I had to define the Top 10 things to remember in delivering good PR to the media, they would be:

1. Remember it is the story that counts, not the ego

2. The editor is not your pal, he is a media professional looking for editorial of interest to a discerning and fussy readership

3. Your PR will be competing with many other stories and news items hourly

4. Make sure you have something different, interesting and unique to offer

5. Get to know your target publications and media thoroughly before you make any direct PR-based contact

6. If your PR gets knocked back the first time, deal with it. Be persistent and take a different angle next time

7. Make sure you supply outstanding images with all PR submitted

8. Remember that there are different rules of media engagement for online vs. offline media

9. PR yourself widely, across as many sources, publications, forums, blogs, tweets as possible

10. Get ready to deliver consistent, month-after-month PR. One-off hits usually under-deliver”

After throwing my thoughts on the subject into the arena, there are further valuable hints and tips here on that trickiest of subjects – the winning press release. There are many, many PRs that need to read, digest and utilise the information shared. Enjoy!

Awful story. Terrible PR – well, to be fair it made into the Telegraph, but that’s no measure of the story’s strength.

The story? Schoolkids here are being given a fiver to..wait for it…put rubbish in bins. Tenuous in the extreme. Who is worse – the PR who pitched the story, or the journalist who wrote up the press release? If your PR is as lazy as this, hire another Agency.

I’ll give a fiver to anybody who can spot the guilty PR party. Hint: the anti-litter scheme is sponsored by Sainsburys. Ahem.

It may seem like an obvious point, but…

I recall when working as a business editor on daily newspapers and industry magazines that amongst the plethora of PR submitted for consideration on News and Feature editorials, much of it was sub-standard: too fluffy, no news value, poor angles, too much selling, not relevant to the readerships, awful images, or no accompanying images…to name but a few of the common errors in basic media relations.

You might think that these errors came from untrained, hopeful business owners or marketing directors? No. I am reffering to PR delivered by ‘professionals’ on behalf of clients. Clients who were being mis-sold the promise of effective PR to the Press.

When I use the phrase Press, I mean editors working online, offline and in any media medium which readerships might visit: let’s face it, the days of newspaper dominance are long gone, and any PR who is not advocating to clients utilising a mix of digital PR in their media relations efforts is seriously mis-representing any client in the UK today.

So, to make your PR work harder – as well as introducing SEO copy into your quotes for online PR submissions, also consider the following: industry forums, commentary opportunities on relevant newsfeeds, search engine keywords into your press releases for posting on your blog and online within your networks where relevant. In short, utilise the web. It works if you work it!

What if…when your PR submits content to a journalist – specifically an online journalist – they have given quotes from you the client which include optimised, industry-relevant, search engine-friendly keywords within the quote?

It would be published intact by the Press, as it’s a direct quote adding value to the story or issue to be published. PR which actually does more than a vanity hit in the media. Powerful huh?!

But your PR consultant is probably already advocating this kind of integrated approach to PR and online exposure already…

According to this, the time is nigh.

Great inputs and observations from Martin Belam, on how social media techniques are being used by major publishers – his article also has implications for publishers, businesses, marketers, and of course PR providers.

With the advance of social media like a tidal wave upon us all, the sharp and the savvy PR deliverers are advocating their clients take a ride on the wave and enjoy it. New media tools and techniques are giving clients unheard of levels of control, exposure, measurement and feedback on their promotional efforts – and on a global basis too.

No wonder, then, that the traditional PRs are looking worried: their bleatings of ‘we-do-long-lunches-with-editors’ are no longer cutting the mustard with contemporary clients looking for greater value, better exposure, more customer inputs, and less cost.

I advocate clients utilising every tool in their communications arsenal to further promote themselves effectively, speedily, and on a cost-conscious basis. This undoubtedly includes new media tools.

Traditional PR providers, however, prefer the command-and-control model they grew up with and observed in the newspapers and magazines of old. Those days are long gone. Audiences have gained more control over the media process than ever before.

Is it time, then, to write an obituary for traditional PR? Partly yes, partly no.

My tuppence to the old-school PR luvvies? Either integrate, or move over quickly to die. The new media wave is here.

Excellent post here on the rise and rise of influence of social media in all communication – and it raises a question for those utilising PR agencies and consultancies. Is your PR consultant or agency advocating social media to you, explaining the benefits, investigating and researching on your behalf, setting you up on relevant sites? No? Time to find a new PR provider.

For example, 70% of the journalists questioned for the Econsultancy posting stated that they regularly used RSS feeds to source and develop News and features items. RSS is one of the most basic online tools a business can use, and yet it has hugely powerful benefits, along with the gamut of social media tools and techniques available to clients at low cost and high return.

Blogging, tweeting, friendfeed, facebook…the list is seemingly endless, but with appropriate expertise, social media can represent an incredible resource for the media, clients and new potential clients alike, looking to find out more about the services and products a busines offers.

If I were a client loking to source effective, contemporary and passionate PR for my business, I’d want to know that the consultant or agency could deliver the goods across a range of media, and not just arrange a lunch with 2 or 3 journos.

The Ab Fab days of PR are long gone – are you making sure your PR representation is relevant and utilising social media?

In the best possible Karmic sense, when you give you receive. And although that may not always translate to cold, hard cash in business, this is the part of the KickStart Comms blog where we’re going to give you stuff for free – namely free PR exposure.

Got a story to tell? New business launch, product or service to promote, recruited a brilliant team member, won a wonderful new contract…? Anything you’d like to get out there, across our Network and out into the wider blogosphere? Email us your story!

Bearing in mind that WordPress named us as one of the fastest growing blogs recently, it could well benefit your business and give you valuable additional free exposure at a time when, let’s face it, we all need a helping hand in business. Our gift to you.

Let us spread your good news! Email your press release to us at info@kickstartcomms.co.uk. and we’ll happily post it on the blog for you with our blessings. Don’t forget to include your company’s contact details, email address, URL and phone number. Whilst we can’t guarantee you oodles of extra sales, it’s a good start in pushing traffic and attention to you.

All editorial submitted needs to be of genuine value and readership interest: any sales pitches plastered onto press releases will be rejected – obviously. Real news, real value, and real benefits for our readers please.