The Mid-Week PR Read: Resource Notes Issue 15

08.01.20

We know you’re always busy and here at MediaHQ we aim to give you some of your time back thus we’ve put together all the resources you need for further reading on this week’s PR essentials meaning you’ve all the important links under one place

1. Must-Read Book: To Sell is Human by Daniel H Pink

Pink mixes storytelling, research and commentary with ease. His style is a joy to consume and full of lessons that are easy to apply to your own work. He divides the book into three sections. Part One outlines how the traditional way of thinking about sales has changed. It has gone from hard sales to persuasion. He points out in the USA, for every one person in hard sales there are eight or nine more directly involved in convincing, cajoling and persuading. 

In Part Two, Pink looks at all of the most contemporary research in social science and identifies the three most crucial skills to succeed in the persuasion business. The first is attunement – the ability to get on other people’s wave length. The second is buoyancy, which is a mixture of grit and happiness. And the third is clarity – how to make sense in difficult situations. 

You can buy the book here.

We are giving away a free copy of this book! To be in with a chance of winning this fantastic prize, all you have to do is retweet this tweet.

Last week’s winner was Ciara Holmes, Founder of Lynfort Communications. Check out her profile in our resource notes here.

2. Quotes Of The Week

Meteorologist Laura Tobin in response to conservative Liberal MP Craig Kelly’s claims that there was no evidence that climate change was causing Australia’s climate to warm.

Hossein Khoshbakhty, an American-Iranian man, speaks about how regular people like himself shouldn’t be punished for what the US and the Iranian governments are doing.

House Intelligence Committee Chairman Adam Schiff (D-CA) said in a statement on Tuesday, in relation to Facebook’s deepfake ban.

3. Must-Listen Podcast Episode: The Media Show

The Media Show is a weekly current affairs radio show and podcast produced by BBC Radio 4 and presented by BBC’s Media Editor Amol Rajan. The Media Show examines the current state of the media in weekly segments with guests from different aspects of media joining Amol Rajan to discuss their take on the topic.

You can listen to it here.

4. Journalist You Need To Know: Declan Walsh

Declan Walsh is the Cairo bureau chief for the New York Times. He formerly held the same position in Pakistan, but was expelled from the country back in May 2013. However, this didn’t stop Walsh covering Pakistani culture and society. In 2015, he published a story in the NY Times about large-scale diploma mill scams carried out by the Pakistani company Axact, which prompted a federal inquiry by the Pakistani Interior Minister. 

Declan’s stories have caused a stir throughout his career: 

Why was an Italian Graduate Student Tortured and Murdered in Egypt?

With US Help No Longer Assured, Saudis Try a New Strategy: Talks

Turkey Is Close to Sending Troops to Libya, Erdogan Says.

5. Media In Focus: BusinessGreen

BusinessGreen.com is a website reporting on green business, policy, auto-motive, infrastructure and technology so you know exactly what work is being done to tackle climate change.

BusinessGreen.com provides updates on the green industry to the general public, from how Vogue Italia and Burger King are changing their brands to make them the greener choice, to how the government, both UK and foreign, are prioritising the environment. They cover stories on the basis that green economy is the “most exciting, most innovative, and most important sector in the UK today”.

Chancellor promises to ‘prioritise’ environment in March Budget

Burger King launches new plant-based Whopper…but it’s not for vegans

Tokyo 2020: How the Olympic Games aims to raise the bar for sustainability

Zero emission cars enjoy record year of sales

You can see what BusinessGreen.com have to say, and subscribe to it, by following the link in our resource notes here.

6.PR Tactic: The Physical object that grabs attention. 

This may seem like an esoteric tactic, but I will explain. 

It is when you create a small physical object that helps you create your story and that grabs the media’s attention. For example PR guru Peter Shankman created a small knitting kit for a knitting shop in a town 1 hour outside New York called Flying Fingers. They gave it out in the traffic jams around Madison Square Gardens at the Democratic National Convention. They got coverage from the journalists covering the convention and orders from the public who received the kit while stuck in traffic. One woman ordered over 200 kits for her daughter’s wedding. 

The only reason to use it is to grab attention. A small physical object that conveys a message at the heart of your campaign is very powerful. In the digital world we live in a curious physical object has a massive advantage. When everything is intangible, you will win when you create a nice tangible object. Let me give you another example. When I created the storytelling agency All Good Tales, I passionately wanted to connect people with the power of storytelling. I wanted to drive innovation in communication through storytelling. On a weekend away, I visited, now sadly departed, Brighton Books. In a cabinet I discovered a 70-year old pamphlet called “Customs of the Army.” It was from the UK’s military academy at Sandhurst.

At MediaHQ, we are passionate about helping people maximise their media coverage. We have the contact details of every journalist, media outlet, producer and editor. If you’d like a demo on how to use the platform, email Gaye Gleeson on [email protected] or request your demo here.