Month: August 2011

The recent riots across the UK brought to light a concern that many of us have shared since the popularity of social media tools hit what can only be described as gargantuan proportions. 

With everyone from your little brother to your granny accessing the web to view My Space, twitter, YouTube and facebook accounts it was only a matter of time before things started to get out of hand.

I’m all for social media, when it is managed properly. Some people say that you shouldn’t ‘manage’ social media and that it is all about opinion and engagement, which in part I agree with, but as a PR agency it is our job to identify what is being said, monitor conversation and where appropriate contribute.

Where it all starts to fall apart is when people take freedom of speech too literally and start to become abusive and aggressive. Using any communication tools to incite violence and most recently cause mass scale damage to cities throughout the country simply can’t be considered right or appropriate on any level.

It’s a sad state of affairs but we have to think about why people choose to be so destructive and manipulative, is it because there are more ways to communicate now and the ease of doing so to a mass market is both simple and cost effective.

Although I don’t think we should end up like some countries in the world where communications are monitored so closely that freedom of speech is all but abolished and the news agenda is manipulated, there have to be some measures put in place to deter those who simply want to cause trouble.

Despite the fact that many people are saying that the sentencing of rioters and those who were said to be trying to cause further trouble and incite violence was harsh, I think it sends out a very clear message – however you choose to communicate, remember that you are responsible for you own actions and with social media, everything you do can and will be monitored online via a worldwide source.

I get asked by a lot of friends whether I’m enjoying my new job in the PR industry (it’s still new apparently even though I’ve been working for Open Comms for just short of a year) and then they pause and say, “actually, what is PR?”

Lots of people seem to not know much about the Public Relations sector (perhaps we’re all too busy promoting other people’s industries rather than our own?) which is why people can often be quite reluctant to approach an agency when considering what’s the best way to promote a new product or raise their company profile.

In the same way you’d ask lots of different questions before buying a new car or house, any good agency should be happy to answer any questions you may have about what it is they do and the way they work.

Last month I saw an article on Real Business about nine questions to ask your PR company, so I thought I’d answer them from our perspective in the hope that it might clear up any questions you might have.

http://realbusiness.co.uk/advice_and_guides/nine-questions-to-ask-your-pr-company

1. What experience do you have in my industry sector? 

We work with a wide variety of clients, from funeral directors to farm shops; legal firms to confectionery brands; shopping centres to document specialists.  Whether you’re or a one man band, or the head of a multi-national corporation, we have plenty of experience in a variety of different sectors and can help build up relations with other businesses, consumers or even internally.

2. Can I see recent press coverage? 

We’re always happy to show off our results.  Despite it being part of our daily activity, all three of us get a buzz each time we achieve coverage for a client (I’m known in particular for breaking out into a little celebratory dance every time I turn the page and see one of our press releases) so it really is no problem to ask to see the kind of results we get. We can demonstrate a wide range of coverage, so whether you want to look at examples of profiling pieces, local news stories, business features, trade stories, web copy or newsletters, we will be able to demonstrate our work to date.

3. Can I speak to some of your current clients? 

Yes, we’re very proud of our relationships with clients, and will be more than happy to put you in touch with someone for a reference.  In fact, when recently applying to be approved by the Recommended Agency Register, our clients positively rated us within 24 hours of being asked!

4. Are you working for any competitors? 

We only work for one client at a time within a particular sector so we’re not competing for time or space.  If you’d like to chat to us about whether we’re already working for a competitor or not, please do feel free to send us an e-mail or speak to any of us on the phone.

5. What kind of outcomes can you realistically deliver? 

As an agency, we pride ourselves on managing expectations.  Although we get as excited as you do about your good news, we never promise the world to a client.  We will always discuss realistic targets and goals, and then go above and beyond to try and achieve this.

6. How quickly can you respond to breaking news? 

We monitor news coverage every single day and always respond to relevant topics as soon as possible.  Open Communications also offer Crisis 24/7 – a service that means we can be contacted any time, day or night, if your company is facing a crisis and needs a statement drafted straight away and someone to direct any journalist enquiries to.

7. What additional services can you add? 

Open Communications offer more than just a press office.  We can provide a variety of services, whether you’re looking for crisis management, marketing solutions, social media activity, a communications audits, or copy for a website or brochure.

8. Who will I deal with? 

We’re a purposefully small team – it means that we all know what’s going on at all times, and even though you may have a specific contact or someone who works on the majority of your account, you can speak to anyone here.  We always bounce ideas off each other and get a second opinion on press releases and suggestions, so you’ll have input from at least one Director, no matter who you’re speaking to.

9. Do I really want to work with an agency? 

Having an external party work on the projects that you care about and the name that you try so hard to protect can be very daunting.  That’s why we always work as an extension to your team rather than a third party.  We have very strong relationships with ours clients and get to know them well.  We’re always hear to offer advice or explain our suggestions, so there’s no need to worry about a lack of communication or understanding.

So, if after reading this you’d like to have a quick chat on the phone, pop round for a cup of tea or have a more formal conversation, please do get in touch with any one from the team  and we’ll be more than happy to oblige!

At last there is some light at the end of the tunnel or at least that is my interpretation of an article which appeared in The Drum quoting Crown Paints Marketing Director, Liz Hickson.

http://www.thedrum.co.uk/news/2011/08/18/24992-large-scale-marketing-accounts-to-return-to-regions-predicts-crown-paints-marketing-director/

Liz predicts that larger brands will start looking for support from regional marketing agencies, rather than just focusing on London based teams.

It has long been a bone of contention with me that people believe you are unable to deliver exceptional results if you are based anywhere but London or don’t have ‘an office’ there. Let’s be honest, many of the agencies professing to have a base in London either go down there once a month and sit in a friends back bedroom or have a phone line, which diverts to wherever they are really located. A little pointless if you ask me.

When I left university we were told in no uncertain terms that for the best jobs you would have to relocate to the South. As a typical Yorkshire lass and not one who will be told to move to build a career I decided otherwise and so far don’t think I’ve done such a bad job of providing that theory misguided if not completely wrong.

It’s great to hear that brands like Crown are looking for regional support from competent agencies and long may it continue. Those based ‘up North’ are just as able to liaise and engage with the media as those based in London and if the truth be known it can take as long to get from one side of the big smoke to the other as it can to jump on a train in Wakefield and be door to door within two hours.

I think it’s time that more companies recognised agencies for their credentials not their postcode. Not only can smaller and regionally based agencies offer better value for money but they have exactly the same skill sets as those in larger London based businesses. Simply put your location does not determine your ability to achieve results and the sooner that this is widely recognised the better.

I recently listened to a discussion about how do you control what children are watching on TV when late night, adult themed programmes are available to watch at breakfast time through the use of services such as iPlayer.

Leaving the debate about what’s acceptable and what’s not for children to one side, it did get me thinking about how our concept of time has changed due to the progression of technology and our changing culture.

I remember when we first got a computer and access to the internet at home, and we’d only be able to go on after 6pm when it was a lot cheaper.  Internet time for me was in the evenings, and I’d excitedly rush upstairs at 5.55pm to get the computer ready.  Now, the first thing I do after switching off my alarm clock in the morning is to check my e-mails and various social media accounts.  The internet is so readily available that I’m no longer restricted by time, and will browse the internet whenever I have a minute to spare, whether it’s while I’m waiting for the kettle to boil or if I’m stood in line at the post office.

Time no longer limits me either when it comes to buying products.  After hearing about a new book release on Twitter last night, I instantly downloaded it to my Kindle and started reading it within minutes of deciding I wanted it.  Before, I would have had to wait until the weekend so that I could physically go to a book shop and get it.

Even the shops have changed, with many having late night openings, some even being open 24 hours a day, and Sunday now being considered a shopping day like the others.  The same can be said about bank holidays – most shops are now open when they used to be closed and people would spend time with their families at home or going to the seaside.

Working hours still give structure, with most companies working the typical 9 – 5 day, but for those who wish to continue working into the late hours of the night, it’s very easy to do so.  Skype means you can have conference calls with someone in Australia or Japan at the touch of a button, so even international time differences are no longer too much of a problem.

Although most people would argue these differences have made a positive change, there are some negative factors.  Leaving aside bigger issues such as what’s happened to family time, and if it’s healthy not to have a ‘switch off’ part of the day where you’re no longer working or glued to the internet, I have found that my expectation and patience levels have changed.

The number of times we’ve complained in the office when it takes Google more than three seconds (and that’s no exaggeration) to refresh a page.  We live in a culture now where we want, and expect, things instantly.  Whether that’s a coffee to go, or access to our e-mails, we can’t wait.  So in a society where we’ve become less restricted by designated time slots, and have gadgets that supposedly save us time, we seem to have become more frustrated by not being able to fit more things in to the day rather than more relaxed.

So the next time you finish a task quickly thanks to some clever gadget, perhaps you should use the free time created to put up your feet and read a book.  Go on, you’re allowed.