Pizza, beer, constipation and a one way mirror - a cautionary PR story

I managed to secure a small bit of editorial for Press Ahead in this week’s PR Week. Admittedly, the story in question isn’t about the most glamorous of topics!

I responded to a tweet from PR Week's deputy editor, asking for stories about working on potentially embarrassing accounts. That took me right back to my first job in PR and my time in London.

PR Week condensed my contribution into one paragraph (about which I have no gripe), so I thought I would share the full story here. Are you sitting comfortably? Then I'll begin.

My first job in PR was at Lynne Franks PR back in the 90s. I started as a trainee, moving from department to department. The first team I worked in (health) looked after the Reckitt & Colman account and I was given the glamorous task of handling PR for digestion related products, including Gaviscon, Fybogel and Senokot. Most of the work involved dealing with trade press and seemed to consist of supplying fairly basic product information and approving colour separation charges (those were the days!) for the printing of photographs to accompany articles.

However, one cold winter evening my account manager packed me off to a women’s consumer focus group in Sunbury on Thames. My brief was to get a better insight into the Fybogel/Senokot consumer – how they felt, what digestive issues they faced, what words and phrases would resonate with them in relation to products etc. I duly rocked up to the venue, where I was ushered into a room with a one way mirror. In my room, to my joy I discovered that I was a) on my own, and b) surrounded by pizza, chips, pasta, burgers and a fridge full of beer. To join Lynne Franks PR, I had taken a significant pay cut (from my challenging, but not lucrative, role as a money lender and debt collector – I kid you not) and more than doubled my rent. So, to be in the presence of so many fine and free vittles was at that time like receiving a Christmas bonus. I didn’t hold back.

On the other side of the mirror was a comfortable looking sitting room around which were seated about 10 women of various ages and sizes. Everything that they said was captured on microphone and piped into my room. Over the next few hours, I was presented with detailed and sometimes graphic accounts of said ladies’ digestive problems. This was illuminating. Every now and again, one of the consumers would leave the room and head to the bathroom. She would return several minutes later. As everyone else in the room turned to her, she would shake her head sadly (“No, I couldn’t do a poo” was what that shake of the head meant). Appallingly, I suspect that I found much of this quite amusing at the time.

At the end of the night, under instruction, I waited until all the ladies had departed and then quietly left (clearly, they either didn’t know I was there or at least assumed that whoever was on the other side of the mirror wasn’t a young bloke). I was new to Lynne Franks and keen to prove myself, so I had made quite a few notes during the session, while scoffing as much stodge as I could, washed down with beer after beer. However, when I re-read my notes in the office the next morning, I think it’s accurate to say that they weren’t as insightful as they could have been.

To be fair, I do believe that I acquired a better understanding of our target consumer as a result of my evening in Sunbury and that was reflected in ongoing PR outputs. Nevertheless, it occurred to me then - and I haven't changed my opinion - that I might not have been exactly the right person for that particular task (notwithstanding the free food and drink that I couldn’t resist!) and that the PR activity would have benefited more if someone else had been volunteered. After my stint in the health team, I soon moved on to ‘mentertainment’, working on accounts such as Puma, Timberland, BT Mobile and Timex. A much better fit, I reckon (and beer was also occasionally involved in that phase of my fledgling career). But I still recall my evening in Sunbury on Thames with great fondness.

London and the regions

There's a lot of rubbish said and written about London PR companies versus regional PR companies (much of it by London PR companies). I think it's fair to say that a decade and more ago, the prevailing view was that the best agencies and people were almost all based in London. Whether this view could be backed up by evidence is a moot point, but perception is essentially reality, and reality bites.

Towards the end of the 1990s, I worked in a London agency and I had some great, extremely talented colleagues (you know who you are). At that time, there were also some practical reasons why a London location was useful. This was particularly the case in the world of consumer PR.

Back then, as well as faxing or even posting press releases, we still supplied images in the form of transparencies (or 'dupes'). So, naturally, being able to send an image (or VHS tape) to a national magazine, newspaper or TV studio by bike was an important part of the job that agencies based in Manchester, Leeds or Sunderland couldn't really fulfil. We could also send client product samples from our on site showroom (or from under our desks!).

In most parts, how times have changed! I can't remember the last time I faxed a press release or even saw a transparency. I can email large image files in a matter of seconds (even when I'm on the move) and ftp sites make it easy to supply footage to media outlets far and wide. Sure, I can't bike a Berghaus jacket from my office to a photoshoot in London on the same day, but the brand's flagship store in Covent Garden can help me out with that. And, through all sorts of contemporary, socially and professionally accepted, methods of communication I can have an ongoing, effective dialogue with media contacts around the world.

Having said all of that, London is still really important to me in my role (and by the way, I acknowledge that some of the best PR agencies in the world, let alone UK, are based there). There's nothing quite like face to face contact to help develop a good rapport with someone (it worked with my wife, I think). So, I like to get down to London village fairly regularly to meet up with journalists and other individuals and companies with whom/which I deal. I really don't believe I need to be based in the capital, but it will always be an important part of my working life.

I was in London this week, as the city of Sunderland took its new Economic Masterplan to Westminster. During a series of events, Sunderland outlined its bold, but realistic vision for the city, for the next 15 years. I was really impressed by the turnout (quantity and quality) at the various seminars, workshops and receptions, and the whole process seems to have gone very well, and been very well received.

During a break between meetings, I had a brief opportunity to stand in the Central Lobby of the Houses of Parliament and soak up the atmosphere. What a buzz and what a setting. And during those moments, as I observed what was happening around me, I was reminded that in the UK political sphere at least, advances in technology matter not a jot, in the absence of a presence in Westminster. That makes it ever more important, especially in the current climate, for the North East to work hard to sustain a voice in the vicinity of Big Ben. Individual locations such as Sunderland, and certain special interest groups, are doing their bit, but I still fervently believe that this should be done in the context of a regional voice.

One North East used to hold regular Westminster events that maintained a momentum and propogated important messages. In the fracturing situation we have now, this region faces a greater challenge than ever to exert any influence. The efforts of cities, local authorities and other organisations is laudable, but I fear that individually, they have little chance of making themselves heard in the hubbub of Westminster. More than ever, North East England needs to find a way to define and exercise its voice. And quickly.

A Sporting Life

Sport is at the heart of much of what I do, in both a professional and personal capacity. At Press Ahead, we have worked on numerous sports related projects over the years, and at the moment we’re heavily involved in Sunderland’s bid to bring World Cup football to the region in 2018. Working closely with Sunderland AFC, Sunderland City Council and other partners, I think we’re making a strong case for the city and for the North East. There are 16 cities vying to be part of the England 2018 proposal that will go to FIFA in December and this list will be whittled down to 12 by the national bid team.

NewcastleGateshead is also submitting a bid and it would be fantastic if both cities make it to the final list. We certainly have the facilities up here and just as important, we have the passionate people who will make World Cup games in this region really special occasions.

It’s been extremely enjoyable to be involved in this campaign and it has been marked by some great visual stories that have been featured widely in the regional media. Levels of public support for individual cities will be taken into account by the England 2018 team, so we are encouraging people to visit www.sunderland2018bid.com and register their support or text “Sunderland2018” followed by their name, house number and postcode, all to 62299. Hint, hint…

Away from work, I’ve really enjoyed the 2009 international and domestic cricket season. The Ashes series was probably the highlight and it was a privilege to be at the Oval on the third day of the final Test, as England edged towards victory. I wasn’t there for the finale, but I was listening to the ever excellent Test Match Special while watching Durham CCC play out a rain affected Pro 40 game at the fantastic Riverside Stadium. Most of the crowd who were there with me were also tuned in to the Ashes, judging by the cheers that erupted every time England took an Australian wicket. This latest home series may not have had the quality or nail biting intensity of its predecessor in 2005, but it was consistently entertaining and of course England managed to secure the right result.

Back in the domestic game, the Durham story is remarkable. A first class county for less than two decades, Durham has just wrapped up the County Championship for the second successive year and the club is already planning its campaign for three in a row. In the longer form of the game, Durham has undoubtedly become the county powerhouse, while at the same time developing one of the best venues in world cricket and providing a production line of players for the national team. These really are astounding achievements and huge credit is due to everyone at the club, from chairman Clive Leach and chief executive David Harker, to coach Geoff Cook and of course the players.

I (along with my family) was able to get along to the Riverside on 12th September to see Durham wrap up the title with another comprehensive victory, over their nearest ‘challengers’, Nottinghamshire. It was a great afternoon. The club offered free entry to everyone, the sun shone throughout and Steve ‘Grievous Bodily’ Harmison fittingly took the final Notts wicket just after the tea break. Cue a formal presentation of the trophy and some great celebrations in front of the main stand.

The club can now also celebrate being awarded an Ashes Test for 2013, which is fantastic news. In my opinion, it will be four years overdue as the Riverside should have hosted a match this year rather than Cardiff (though to be fair, the Swalec Stadium did stage a great Test). Nevertheless, this is very exciting and by the time we get to 2013, the Riverside will have been further developed into what I am sure will be an even more outstanding 20,000 capacity ground. I can’t wait.

There’s a person who nicely links all of the above stories - Paul Collingwood. ‘Colly’ comes from the production line I mentioned and has been a great servant and ambassador for England and Durham in all forms of cricket. He sometimes gets a negative press for his style of play and always seems to be on the verge of losing his England place (at least as far as the media are concerned).
I for one am a huge admirer of Colly and to all the critics who point to his poor form this summer after the Lord’s Test, I cite the fact that if it wasn’t for his heroics on the last day at Cardiff, Monty Panesar and James Anderson (who took most of the headlines) wouldn’t have had the chance to hold out for a draw and England would have most likely lost the Ashes.

Colly may actually now be drawing towards the end of his England career, but he still has a huge amount to offer cricket in England and Durham, and I will watch his next steps with interest. He’s also a big Sunderland AFC fan and took time out from his preparations for that great first Test to offer his support to the Sunderland 2018 bid. So, I salute you Paul Collingwood, a man with a surname steeped in North East heritage, who is currently creating his own place in the region’s history.

Right, I’d better make my final preparations for this year’s Great North Run. As ever, I am looking forward to the sense of occasion at the start and the first pint after I reach the finishing line. The 13 miles, 192 yards and 18 inches between the two are slightly less appealing. I’m going to be raising money for a great cause and all sponsorship support will be very welcome. You can find out more on www.justgiving.com/chris-lines.

Olympic Adventures in North East England

It’s been a hectic few weeks at Press Ahead towers (a familiar refrain). The pace has been hotting up on the Outdoor and Active front, very literally in some ways. As I type this, a thunder storm is skirting by Sunderland, but we’ve had some very decent weather in the North East lately, and people have been getting outside in large numbers. The region’s Adventure Generator is there to help people discover some great outdoor activities across North East England. It’s even got its own page on Facebook – become a fan and you could win a great prize when we launch an exclusive competition there very soon.

Now that we have this great application, we thought we’d seek out some willing volunteers to put it through its paces. Step forward Olympians Steve Cram and Allison Curbishley. Steve and Allison spent some time with us trying out a few of the adventures that can be found on the Adventure Generator. During an action packed journey around the region, they got on their bikes and the boulders at Summerhill Visitor Centre in Hartlepool, tried a spot of kayaking at Sunderland’s Marine Activities Centre, went for a stroll and picnic with a ranger at Causey Arch in County Durham, and finally took to the treetops at Go Ape at Matfen Hall in Northumberland.

Steve and Allison thoroughly enjoyed themselves and we captured some great photos and film footage of them in action. It will all start to appear on the Facebook page and on visitnortheastengland.com very soon. Meanwhile, we’re working hard to encourage people near and far to try out the Adventure Generator, and we’re busy arranging visits for journalists who have agreed ready to experience some great outdoor activities in the region for themselves.

Our first guest arrives this week, with more to follow soon. A warm North East welcome awaits all of them and anyone else who heads here for adventure.

The ‘Adventure Generator’ has landed

My feet haven’t touched the ground during the last few weeks. Following the Berghaus spring/summer 2010 sales conference and a great camping break with my family, it’s been all hands on deck at Press Ahead. In fact, the outdoor theme is continuing, and then some. We’ve been working flat out on the development of an online application to help people plan visits to North East England and try their hand at outdoor activities. That is now ready and live and we’re proud to announce the launch of the Adventure Generator.

I reckon that the timing for this couldn’t be better. Terms like ‘staycation’ and ‘glamping’ are becoming common parlance and domestic outdoor activity providers and venues are reporting huge demand for their products and services. Research published earlier this year by the Outdoor Industries Association (OIA) revealed that 49% of the British adult population is more likely to eschew a foreign holiday and go on a UK based outdoor break during 2009, due to the economic downturn.

As well as this current trend of holidaying in the UK, for several years now there has been a consistent growth in the public’s appetite multi-activity outdoor adventures. Whereas in the past, someone might describe themselves as a walker or a cyclist, people these days want to try a multitude of outdoor activities, and sometimes all in one weekend or short break. This has implications for brands like Berghaus who make outdoor products, as people want items that will work for a range of pursuits. Kit such as the hugely popular Paclite Jacket is an example of how to get multi-activity product right. And so, in a different way, is the Adventure Generator.

The Adventure Generator clearly caters for the ‘staycation’ audience, but it also includes such a wide range of activity options from all over the North East that it’s perfect for anyone who’s ready for a weekend of varied outdoor adventures. All you need to do is ‘spin the wheels’ and find out what adventures the region has in store for you. You can spin again if the options don’t appeal and then the website provides you with all the information you need to plan your trip and your activities. You can even challenge your friends and family through the website.

Here at Press Ahead, we’re really pleased with the Adventure Generator. Based on our original concept, the actual design and programming was completed by our colleagues at Different. They’ve done a fantastic job (in my humble opinion) and the final product looks great, is really easy to use and wonderfully showcases the huge variety of outdoor activities available in North East England. Now comes the job of spreading the word as far and as wide as possible – feel free to play a part in that!

Outdoor adventures - global and local

I’ve had quite an ‘outdoorsy’ week, which has been very enjoyable. It began with me collecting this beast, which the Family Lines has just invested in. We looked at loads of great tents, but this was the one that really took our fancy – the size, layout, headroom and general quality all appealed. So, we made the choice and look forward to a bit of camping, or maybe even ‘glamping’, very soon.

Anticipating future nights under canvass I then set off for the unashamedly plush Carden Park near Chester, to attend the Berghaus spring/summer 2010 sales conference. There, delegates representing about 30 countries in which Berghaus products are sold, were presented with details of the range that will be available to consumers around the world from next February. I can’t spill the beans on all of that here, but suffice it to say there are (as there seem to be every season these days) some very exciting developments and plenty for Press Ahead to get its PR teeth stuck into.

Berghaus has an outstanding team of sponsored athletes and many of them attended and contributed to the conference this week. Sir Chris Bonington, Mick Fowler and Leo Houlding all gave inspirational presentations about their exploits and demonstrated very clearly how they are the personification of everything that is great about the Berghaus brand. Also at the conference were Anniken Binz, Rob Jarman, Leah Crane and Carlos Suarez – they are all very much part of an extended Berghaus family.

On Tuesday, I led a workshop that Berghaus marketing director Sarah Wilson and I put together for the international representatives. It was designed to give them an insight into how sponsorship can be used to build the brand (and subsequently sales) in their market, and to give them tips on how to create their own sponsorship strategies. Our magnificent seven Berghaus athletes were also involved in the workshop and it was a thoroughly enjoyable session that the audience seemed to both enjoy and find very useful.

One of the best aspects of a Berghaus sales conference is that it gives people involved in the business around the globe the opportunity to get to know each other and share best practice and ideas. At every conference, the company lays on some sort of team activity. This time delegates were split into mixed groups and then set a series of challenges in the grounds of Carden Park. My team included a few from the UK, including Berghaus brand president Richard Cotter, along with representatives from Spain, the Czech Republic and South Korea.

Over the course of a couple of hours, we tried a range of activities and challenges, with varying degrees of success. Our team ‘excelled’ at archery and climbing, but was less successful when it came to ‘laser’ clay pigeon shooting and building a tower of crates. It was all great fun and the sight of Richard Cotter and European sales director Simon Roberts racing each other up a telegraph pole was pretty entertaining. Simon, with reckless disregard to his career prospects, reached the top first and was then given the charming title of 'tree monkey' by Richard!

The images below were taken during the crate building exercise and provide an idea of the fun that was had. The guy balancing at, and then falling off, the top is Mike Clark, Berghaus' retail operations manager.

Overall, the conference was a big success, thanks to a huge amount of work put in by people across the business, from product design and development, sourcing and logistics, and of course the marketing team who co-ordinated the whole event. Well done to everyone involved – now comes the work of selling and promoting the new range!

I returned to the North East to find that the Outdoor and Active campaign up here is really starting to gather momentum. The media coverage in the region is starting to roll in, with a lot more activity in the pipeline. Meanwhile, the team at Press Ahead has been picking up the ’phone to national journalists and visits are being arranged as I type. We’ve got a really cool (can I use that word at my age?) initiative lined up to launch in June, that I think is going to have very wide appeal. I won’t reveal all now, but watch this space for more news on that soon.

So, yes, the outdoors has been the dominant theme of my week. And with the Bank Holiday weekend weather forecast looking quite promising up here in the glorious North East, I dare say I’ll be heading outside quite a bit more over the next few days.

Pressing flesh and sniffing cheese

I’ve just returned from a couple of useful days in London. Along with colleague Louise Robinson, we spent Tuesday and Wednesday presenting the latest Berghaus products to journalists and other media contacts. We based ourselves in Berghaus’ flagship Covent Garden store and arranged a series of meetings with representatives from various publications and organisations. The event was a success – among others, magazines as diverse as Cooler, Zoo, GQ, Men’s Fitness, Travel & Leisure and Wired turned up to find out more about Berghaus products and sponsored athletes.

David Lindo also popped in to say hello and have a look at the latest kit. David, sometimes known as the Urban Birder, is a regular contributor to The One Show, other TV shows and numerous wildlife magazines. He’s been using Berghaus products for a while now and was keen to see whether there are any new bits and bobs that he might find useful.

We noticed that one particular product seemed to be selling very well. The GTX Cascade Hat was recently very much in the public eye, when worn by the nine celebrities who climbed Kilimanjaro to raise money for Comic Relief. Demand for the dark green (or Mallard) style has rocketed as a result and there was only one left in the Covent Garden, with enquiries still flowing in. Apparently, more hats are on their way soon - it was very satisfying to witness that PR efforts can have such a direct and positive impact on product sales.

Many thanks to the staff in the store for accommodating the Press Ahead visit. We’ll no doubt be back down there soon to spread the Berghaus word some more.

The Berghaus store is on Shorts Gardens and two doors away from what is possibly my favourite shop in the world – Neal’s Yard Dairy. I remember my first visit to the area many years ago. I walked right past this perfect purveyor of cheese without noticing it, but the aroma from within followed me along the street, grabbed me by the ‘olfactories’ and dragged me back.

I always pay Neal’s Yard Dairy a visit when I’m in the vicinity and it never disappoints. If you like ‘proper’ cheese, I recommend that you make the pilgrimage yourself some day, then pop into Berghaus to buy a bag in which to carry your pungent purchase.