[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fcatherine-warrilow-pr-fails-can-learn-brightonseo":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":16,"class_list":18,"acf":28,"head_links":413,"breadcrumbs":414,"reading_minutes":145,"category":421,"head":423},"2016-04-22T10:43:56",{"rendered":6},"\u003Cp>Sometimes, PR goes wrong. That was the basis of Catherine’s talk.\u003C\u002Fp>\n\u003Cp>\u003Ciframe loading=\"lazy\" src=\"https:\u002F\u002Fwww.youtube.com\u002Fembed\u002FkQRqn0dt9hg\" width=\"853\" height=\"480\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\">\u003C\u002Fiframe>\u003C\u002Fp>\n\u003Ch2 id=\"legos-unfortunate-character-name\">Lego’s unfortunate character name\u003C\u002Fh2>\n\u003Cp>She started with an example from Lego whose unfortunately named Lego character caused a heap of PR issues.\u003C\u002Fp>\n\u003Cp>Her advice?\u003C\u002Fp>\n\u003Cp>Don’t:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Expect to replace bad PR with good\u003C\u002Fli>\n\u003Cli>Forget to sanity check content before it goes out the door\u003C\u002Fli>\n\u003Cli>Ignore the situation\u003C\u002Fli>\n\u003Cli>Leave historical references\u003C\u002Fli>\n\u003Cli>Let it stop creativity\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>Do\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Prepare a statement\u003C\u002Fli>\n\u003Cli>Contact the media\u003C\u002Fli>\n\u003Cli>Monitor search results\u003C\u002Fli>\n\u003Cli>Engage customers\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Ch2 id=\"waitrose-and-the-user-generation-fail\">Waitrose and the user generation fail\u003C\u002Fh2>\n\u003Cp>A lot of you may remember their crowdsourced campaign ‘I shop at Waitrose because…’\u003C\u002Fp>\n\u003Cp>Of course, their management expected people to say things like ‘the customer services are fantastic’, ‘the vegetables are superior’.\u003C\u002Fp>\n\u003Cp>They didn’t say that.\u003C\u002Fp>\n\u003Cp>They said ‘we shop at Waitrose because we don’t want to be surrounded by poor people’.\u003C\u002Fp>\n\u003Cp>If you’re going to open yourself up to Boaty Mcboatface situations, remember:\u003C\u002Fp>\n\u003Cp>Don’t\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Remove a campaign\u003C\u002Fli>\n\u003Cli>Skip a work through of predicted outcomes\u003C\u002Fli>\n\u003Cli>Underestimate the size of resource team needed\u003C\u002Fli>\n\u003Cli>Be a corporate brand\u003C\u002Fli>\n\u003Cli>Be rude to customers\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>Do\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Understand the audience\u003C\u002Fli>\n\u003Cli>Have a planned content calendar and objectives\u003C\u002Fli>\n\u003Cli>Maximise exposure\u003C\u002Fli>\n\u003Cli>Showcase your social media team\u003C\u002Fli>\n\u003Cli>Join them if you can’t beat them and laugh at yourself\u003C\u002Fli>\n\u003Cli>Embrace the fun for a more positive perception\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Ch2 id=\"hoover-and-the-100-vacuum-cleaner\">Hoover and the £100 vacuum cleaner\u003C\u002Fh2>\n\u003Cp>Hoover offered to give two free return flights to the USA or anyone who buys a £100 vacuum cleaner. It cost Hoover $48,000,000 and resulted in the whole senior management team having to resign.\u003C\u002Fp>\n\u003Cp>So what’s the lesson here?\u003C\u002Fp>\n\u003Cul>\n\u003Cli>You can’t buy brand loyalty\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>Don’t\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Be lured by voucher deals\u003C\u002Fli>\n\u003Cli>Leave people unanswered\u003C\u002Fli>\n\u003Cli>Dismiss transparency – hold your hands up when you’re wrong\u003C\u002Fli>\n\u003Cli>Forget about data capture\u003C\u002Fli>\n\u003Cli>Ignore wider content opportunities\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>Do\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Reduce prize numbers to increase value for winners\u003C\u002Fli>\n\u003Cli>Have a crisis plan\u003C\u002Fli>\n\u003Cli>Maintain media relations\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Ch2 id=\"bic-pink-pens-for-the-girls\">Bic Pink Pens for the Girls\u003C\u002Fh2>\n\u003Cp>Bic thought it would be really good to send pink pens out to big brands. Innocent Drinks responded appropriately….\u003C\u002Fp>\n\u003Cfigure style=\"width: 950px\" class=\"wp-caption aligncenter\">\u003Ca href=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FWAXXr0Xu-Innocent_for_her_pens_post.jpg?auto=compress%2Cformat&q=90\" rel=\"attachment wp-att-3317\">\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-2548\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FWAXXr0Xu-Innocent_for_her_pens_post.jpg?auto=compress%2Cformat&q=90\" alt=\"Innocent_for_her_pens_post\" width=\"950\" height=\"534\" \u002F>\u003C\u002Fa>\u003Cfigcaption class=\"wp-caption-text\">Source: www.mashable.com\u003C\u002Ffigcaption>\u003C\u002Ffigure>\n\u003Cp>Don’t\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Be an idiot\u003C\u002Fli>\n\u003Cli>Enough said.\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>Do\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Use video\u003C\u002Fli>\n\u003Cli>Use reviews as PR\u003C\u002Fli>\n\u003Cli>Embrace the fail\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Ch2 id=\"asda-top-signs-of-being-a-mother\">Asda Top Signs of Being a Mother\u003C\u002Fh2>\n\u003Cp>Asda tried to tap into the mums audience, but failed due to the negative stereotypes that came out about mothers. They failed to focus on the positives and instead just made people feel bad.\u003C\u002Fp>\n\u003Cp>Don’t\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Forget to test your idea with the people you’re trying to engage\u003C\u002Fli>\n\u003Cli>Forget who your target media is\u003C\u002Fli>\n\u003Cli>Assume the agency is always right\u003C\u002Fli>\n\u003Cli>Use the content anyway just because you’ve paid for it\u003C\u002Fli>\n\u003Cli>Overlook where it fits in – know your purpose\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>Do\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Start with the positives\u003C\u002Fli>\n\u003Cli>Go in store\u003C\u002Fli>\n\u003Cli>Create more content\u003C\u002Fli>\n\u003Cli>Get influencers on board early on\u003C\u002Fli>\n\u003Cli>Remember mum is always right\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Ch2 id=\"key-takeaways\">Key Takeaways\u003C\u002Fh2>\n\u003Col>\n\u003Cli>Understand the customer journey\u003C\u002Fli>\n\u003Cli>Have a targeted methodical plan\u003C\u002Fli>\n\u003Cli>Keep it simply\u003C\u002Fli>\n\u003Cli>Have measured objectives\u003C\u002Fli>\n\u003Cli>Fess up if you f*** up\u003C\u002Fli>\n\u003C\u002Fol>\n",false,"standard",[10],45,[12],{"id":13,"name":14,"path":15},128,"brightonSEO","\u002Fblog\u002Fcollection\u002Fbrighton-seo\u002F",[17],135,[19,20,21,22,23,24,25,26,27],"post-2547","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-pr","collections-brighton-seo",{"page_content_modules":29,"hero":141},[30,96],{"acf_fc_layout":31,"reduced":32,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":32,"title":33,"content":6,"authors":34},"blog_post_content",true,"Catherine Warrilow: PR Fails and What We Can Learn #BrightonSEO",[35],{"id":36,"path":37,"display_name":38,"job_title":39,"description":40,"avatar_url":41,"acf":42},33,"\u002Fabout\u002Four-team\u002Fimpression-team\u002F","Team Impression","","This post may have been written by a past member of the Impression team, or be a collaboration of us all. We hope you like it!","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"job_title":39,"full_bio":39,"specialist_service_links":7,"photo":43},{"ID":44,"id":44,"title":45,"filename":46,"filesize":47,"url":48,"link":49,"alt":39,"author":50,"description":39,"caption":39,"name":51,"status":52,"uploaded_to":47,"date":53,"modified":53,"menu_order":47,"mime_type":54,"type":55,"subtype":56,"icon":57,"width":58,"height":58,"sizes":59},12476,"Impression-Icon","Impression-Icon.jpg",0,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&q=90","\u002Fimpression-icon\u002F","12","impression-icon","inherit","2021-11-02 16:49:21","image\u002Fjpeg","image","jpeg","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",500,{"thumbnail":60,"thumbnail-width":61,"thumbnail-height":61,"medium":62,"medium-width":63,"medium-height":63,"medium_large":64,"medium_large-width":65,"medium_large-height":65,"large":66,"large-width":67,"large-height":68,"1536x1536":69,"1536x1536-width":70,"1536x1536-height":70,"2048x2048":71,"2048x2048-width":72,"2048x2048-height":72,"post-thumbnail":73,"post-thumbnail-width":74,"post-thumbnail-height":75,"12_col":76,"12_col-width":77,"12_col-height":78,"default_landscape":79,"default_landscape-width":80,"default_landscape-height":81,"default_portrait":82,"default_portrait-width":81,"default_portrait-height":80,"6_col_and_margin_short":83,"6_col_and_margin_short-width":74,"6_col_and_margin_short-height":78,"11_col_and_margin":84,"11_col_and_margin-width":85,"11_col_and_margin-height":78,"9_col_rectangle":86,"9_col_rectangle-width":87,"9_col_rectangle-height":88,"11_col":89,"11_col-width":90,"11_col-height":78,"staff_image_696_600":91,"staff_image_696_600-width":92,"staff_image_696_600-height":81,"rectangular_thumbnail":93,"rectangular_thumbnail-width":94,"rectangular_thumbnail-height":95},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=200&q=90&w=200",200,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=768&q=90&w=768",768,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=1536&q=90&w=1536",1536,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=2048&q=90&w=2048",2048,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,600,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",696,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":97,"reduced":32,"top_overlap":98,"bottom_underlap":98,"disable_observer":-1,"heading":99,"cta_text":100,"cta_link":101,"items":102},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[103,117,129],{"type_key":20,"title":104,"excerpt":105,"to":106,"postedAt":107,"readingTime":108,"image":109,"authors":110,"category":114},"How AI Search turned brand mentions into the new backlink","\u003Cp>Earlier this year, the Impression PR team attended the Digital PR Summit and had the opportunity to learn from some of the industry’s brightest minds, including Ryan Law, Director of Content Marketing at Ahrefs. His talk illustrated exactly why Digital PR and SEO are no longer just complementary disciplines. In the age of AI, they […]\u003C\u002Fp>\n","\u002Fblog\u002Fbrand-mentions-ai-search\u002F","2026-08-24T15:20:39",4,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F06\u002Fsolen-feyissa-ECTqHPd7Afg-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[111],{"name":112,"image":113},"Hannah Memmott","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002FHannah-Memmott.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":115,"name":116},"\u002Fblog\u002Fcategory\u002Fdigital-pr\u002F","Digital PR",{"type_key":20,"title":118,"excerpt":119,"to":120,"postedAt":121,"readingTime":122,"image":123,"authors":124,"category":128},"Search has moved on. Has Digital PR?","\u003Cp>Why social search is reshaping the future of PR There was a clear theme at the Digital PR Summit this year: Search has already changed. That shift was brought to life in a standout talk by the brilliant Isa Lavahun, who unpacked how TikTok and social search are reshaping brand discovery. The way people discover, […]\u003C\u002Fp>\n","\u002Fblog\u002Fsearch-has-moved-on-has-digital-pr\u002F","2026-05-06T10:41:56",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F05\u002Falexander-shatov-I4p0FcjDBJI-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[125],{"name":126,"image":127},"Hannah Craig","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FHannah-Craig.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":115,"name":116},{"type_key":20,"title":130,"excerpt":131,"to":132,"postedAt":133,"readingTime":134,"image":135,"authors":136,"category":140},"Platforms for seamless SEO and Digital PR collaboration","\u003Cp>Your tech stack should be the connective tissue between creative outreach and technical precision. At Impression, we’ve built an ecosystem where industry-leading platforms and our own proprietary technology, like Velocity, work in tandem to turn qualitative coverage into quantitative growth. In this blog, we’re looking under the hood of our current toolkit. We’ll evaluate how […]\u003C\u002Fp>\n","\u002Fblog\u002Fseo-and-digital-pr-platforms\u002F","2026-04-29T10:22:16",15,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Frohit-choudhari-Cy2ZMN9_DP8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[137],{"name":138,"image":139},"Rhianne Moriarty","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FOxCBEwDu-Rhianne-Moriaty.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":115,"name":116},{"type":142,"style":143,"heading":33,"date":4,"updatedAt":144,"reading_minutes":145,"image":146,"imageAlt":33,"categories":147,"collections":327},"blog-post","light","2022-02-07T16:48:44",2,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FDWufinsJ-050720211625527666_man-person-street-shoes.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[148],{"id":10,"count":149,"description":150,"link":115,"name":116,"slug":151,"taxonomy":152,"parent":47,"meta":153,"acf":154,"head_links":155,"resource_count":156,"yoast_title":157,"yoast_meta":158,"yoast_json_ld":202,"_links":299,"path":115},148,"\u003Cp class=\"p1\">Here at Impression, ongoing research and training is a huge part of how we keep our team up-to-date with the latest happenings in the world of digital PR. We regularly share our thoughts on the latest digital news right here on our blog, so you can keep up to date too!\u003C\u002Fp>\r\n\r\n\u003Cp class=\"p1\">Find out more about our \u003Ca href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">Digital PR services\u003C\u002Fa>, or browse our latest tips, advice and opinions below.\u003C\u002Fp>","digital-pr","category",[],[],[],13,"Digital PR Blog | PR Tips, Advice & Guides | Impression",[159,161,164,167,170,173,176,178,180,182,185,188,191,194,196,199],{"property":160,"content":157},"title",{"property":162,"content":163},"description","Keeping up to date with the latest digital PR trends, strategies, and announcements can be difficult. 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