Buying PR – Andy Lulham, Betfair

Source: Andy Lulham

Last week I spoke to Jo Baker the European PR manager at Pegasystems and this week I have continued my ‘Buying PR’ series by speaking to the UK PR manager at Betfair, Andy Lulham. Betfair is a successful Tech Track 100 company and due to the fact that it is an online company I was particularly interested to find out how Andy saw the influence of social media on modern PR.

Paul Stallard: Have you ever worked at a PR agency?
Andy Lulham: Yes, I spent almost three years working at a boutique sports agency across some fantastic accounts. Whilst I don’t consider it vital to have worked both at an agency and in-house to understand the world of PR, I do think it helps with regards to understanding the politics of the industry. I very much enjoyed working at an agency and also now as a client, although the two can be very different.

PS: What most annoys you about PR agencies?
AL: Lack of research and attention to detail. If someone wants to pitch their credentials to me, then they should at least spend some time on basic research into who we are and what we do. You wouldn’t believe the number of agencies who forward me documents outlining how well they understand the Bet Fair (sic) business! Come on guys, smarten up.

PS: Do you think that social media is now part of modern PR?
AL: Absolutely. The power of social media cannot be ignored and PR professionals need to fully embrace this emerging media platform. However, as vital as it is to incorporate social media in modern PR, it’s equally important not to forget the more traditional outlets, which will continue to flourish in one form or another. It’s all about creating a balance.

PS: If the answer to the question above is yes – Does your PR agency help with this or do you outsource your requirements to a specialist consultancy?
AL: A bit of both really. The PR agencies we use have strong digital capabilities, but we also have existing relationships with specialist consultancies that we utilise when necessary. In addition to agencies, as an online company with a strong track record for innovation, we have a considerable in-house resource too.

PS: What sources of news do you read religiously?
AL: I try to take in as broad a range of media as possible – it’s not only important to read news, but also to understand how it is being served-up to different audiences. I scan through most of the papers and try and get through at least one tabloid and broadsheet in detail each morning, usually The Sun and the Daily Telegraph. I also keep an eye on Sky News, Sky Sports News and BBC Online throughout the day as stories break.

PS: Are they the same titles that your customers read?
AL: Yes, we have a wide range of customers who typically read a huge variety of news sources. This is why it’s important that I digest information from a variety of perspectives.

PS: How do you evaluate the success of your PR campaigns?
AL: I’m not a huge fan of AVEs and PR Values – delivering column inches doesn’t always reflect whether we’ve done a good job and achieved our objectives. For me PR success is more about comparing results with a list of pre-determined and measurable ideals. A successful campaign is one that fulfils the original brief; one that delivers our key messages to the target audience.

PS: What is the most essential skill that a PR professional should have to ensure you get a quality service from them?
AL: It’s essential that a PR professional must be able to properly understand, and believe in, our business, and any specific campaign objectives. An individual can have all the creative skills and contacts under the sun, but they’re worthless if they don’t understand what we are trying to achieve.

PS: Do you think that PRs understand the pressures of your job?
AL: I think that most do to an extent, in that they understand the importance of delivering well-targetted and carefully executed PR. What they might not grasp though is the pressure to deliver great PR rather than merely good PR; coverage that influences consumer behavior and leads directly to customer acquisition. It’s all about having a positive effect on the bottom line.

PS: Timesheets – do you care?
AL: Not particularly. My performance is measured on the success of our PR campaigns, not the number of hours I spend working on them. I’m more concerned about achieving great results than I am with how much time is spent getting them.

Next in the buying PR series:
Ben Roome, Nokia Siemens Networks (interview live on 3 April)

Previous interview in the buying PR series:
Jo Baker, Pegasystem