Month: July 2012

Business down but PR win for Britvic

Posted on July 20, 2012 by

Today’s headlines report a profit fall in Q3 for soft drinks manufacturer Britvic leading to a loss of approximately £15 – £23m. Now before we all take a sharp intake of breath, the business reports that this is as a result of the poor weather and more significantly the product recall of the brands Fruit Shoot and Fruit Shoot Hydro bottles, using a new sports cap.

Whereas most people will be looking at this story and wondering how the brand will recoup the losses, I read it very differently. Within the story, which I read first on The Business Desk, the journalist chooses to use the words ‘well-publicised product recall’.

As a communications agency that commends great work and is not too proud to take our hats off to those who do it well – I would personally like to say congratulations to the team responsible for managing the communication for the recall.

Before you think I’ve finally lost my marbles let me explain.

Ok, so it wasn’t the best story that Britvic will ever have to deal with, no one wants to come into work and have to fend off questions about safety issues, particularly not for food and drink products and let’s be honest it shouldn’t have happened in the first place – but it did, so as a press team you have to get on with it.

Overall I think the situation was well managed, handled appropriately and did the job. Everyone was aware of the product fault and why the brand was recalling the items. The statement was clear and the call to action made sense – you weren’t left wondering if the bottles had been tampered with or if little Jonny’s pack up was more of a danger than a snack at lunchtime.

It can be a difficult call when you have to make decisions like this, but Britvic seem to have made their mind up quickly and as a result they deserve the respect of their consumers. The money that went into advertising the recall, as well as relying on the support of a PR team, won’t have come cheap, so when you add that to the loss of a potential £23m it is enough to make your eyes water but before you go dashing for the hankies turn the situation on its head.

A well-managed crisis situation can do a brand the world of good and not only does it get consumers taking about you, it also puts you in the spot light when it matters most. Today’s press are full of interviews, comments and quotes from Britvic, reiterating their concern and commitment to the consumers. They play down the recall as something that happens to all brands, yet do not dismiss the seriousness of the situation.

This is exactly why it is imperative for brands to have a committed and experienced PR team to deal with crisis situations. It isn’t a game when you get a call to recall a product it is make or break and I am pleased to see some businesses getting it right.

So, once again, well done Britvic. It’s hit you hard this quarter but it won’t stop me from purchasing your products and I’m sure others will feel the same

 

 

Supporting local initiatives because ‘Wakefield Works’

Posted on July 19, 2012 by

As a Yorkshire PR agency and Wakefield based business, we were asked recently to attend a meeting with like-minded  companies in the area, who would support a local initiative to provide unemployed people in the district with advice and guidance, in the hope that they may secure temporary or permanent roles as a result.

The initiative, Wakefield Works, was the brain child of local entrepreneurs Andy Turner from First Choice Recruitment and Marcello Moccia from Room:97 hairdressers. The concept is relatively simple – each business who agrees to get involved will open their doors on Thursday 4 October and will commit to meeting with local unemployed people who choose to visit their business.

Giving around 15 – 20 minutes to each candidate, businesses are asked to provide advice and guidance to each person, while also answering any questions that they have. In addition the company will provide one person from those who visit the organisation with a week’s work placement.

What a great idea! So simple, yet potentially very effective.

Needless to say here at Open Communications we are getting behind this project 100% and hope to meet with some very interesting and inspiring people as a result. I think it’s important to highlight that the people who are looking for work in the region can be any age and any level of experience and that is what makes this approach all the more interesting.

If as a result of this activity just one person finds temporary or full time work then it has been a success – ideally more will follow and we will find that as a result of this activity the companies who choose to get involved will also help to reduce local unemployment levels.

So come on – here’s a shout out to all those businesses within the Wakefield district who aren’t involved in this great initiative yet. Get in touch with Andy Turner at andy@first-choice.co.uk and find out more about how you can help to make our area a better place. You never know, you could just find the new recruit of your dreams. Stranger things have happened!

 

 

Can you weather proof your marketing?

Posted on July 18, 2012 by

You can’t really say that we’ve had a summer time yet, despite it being mid-July, in fact it feels more like some balmy extended winter. The only glimpse of sun we have had in the UK has been a random day here and there or if we really push it maybe a week.

The problem isn’t just flooding to houses and roads, burst river banks and floating cars, it goes far beyond that.  We work with a range of clients who rely on us to put together PR strategies and plans which meet with their briefs and deliver results, while achieving objectives. Not always as simple as it sounds.

As a PR and marketing communications agency, we do not profess to be all things to all people but we are a creative team and we come up with a range of ideas that the client can then choose from. Sometimes these ideas go beyond PR and include sampling, experiential and even, on occasion, suggestions for advertising campaigns or retailer engagement.

Working in this way allows us to put recommendations forward that we feel will work for the client and better still deliver a return on investment. We know that one theme can create an integrated approach, which can then be used in a number of different ways to achieve results. We also know that the ideas we propose have longevity, which can build over time, and ultimately create retention of key messages throughout the campaign period.

It would be unfair of us to suggest that we always come up with the ideas, as we work with a range of agencies and benefit from their insight and experience.  In order to make this approach work as well as it can, we hold agency days where all agencies come together and share their thoughts in order to agree the best ideas and creative routes, which are able to translate across disciplines.

So what has all this got to do with the weather?

This ‘summer’ has proven that an integrated approach to marketing and PR is absolutely essential. We have heard about the number of events that have been cancelled or rescheduled, which has impacted on sampling opportunities, sponsorship and outdoor activities.

There is nothing you can do about the rain, so in order to weather proof your marketing, by having a multi discipline approach, when one recommendation cannot be implemented as expected another can come into play, meaning a brand can have a contingency in place that will still deliver a return and build on the campaign theme.

As an example, if an activity cannot go ahead, PR activity can continue with features and press releases distributed to the media, sampling activity can take place in doors and advertising on cinema screens can reach an audience that are trying their best to get away from the wet weather.

I’m sure we are all praying for some more sunshine – and I don’t want to be the one to dismiss the fact that we may just get a summer – but on the basis that we do get more wet weather, we would advise that brands consider how they can work smarter to ensure they have a contingency in place.

The first step is to choose an agency that doesn’t simply look at quirky ideas that hit the headlines one minute and are lost the next or those who feel that winning an industry award makes for best practice – but an agency that delivers consistent results with the brand and business objectives in mind, while taking into account their disciplines and those of others.

The perils of ‘print scrn’?

Posted on July 13, 2012 by

I remember a time when something would appear in print one day and be considered fish and chip wrapping the next.  There were even comments used to make people feel better when they received negative coverage ‘Don’t worry, today’s press is tomorrows bin lining…’  but times have certainly changed.

We always advise our clients to be very careful when they choose to engage with people on social media and to be aware that anything which appears online is there permanently. Now this isn’t strictly true in all cases – we can all delete content or remove posts, status updates and comments BUT there is no guarantee that before you do this someone hasn’t used the dreaded ‘Print Scrn’ button.

 

So why is this, formerly mostly redundant’ key causing so much concern? Well, the basic principle is that if you press the ‘Print Scrn’ key you have a copy of whatever is on your screen at that time. So if a brand or business posts an offensive comment online or writes a controversial blog, which they later choose to take down, the chances are that someone will have a copy of that page as a result of Print Scrn and can save it on file or choose to share it with others.

It’s strange to think that social media, which can be massively rewarding for businesses who use and engage with the tools that are available correctly, can also be so dangerous and I think that this is where people display incredible levels of naivety.

Over recent months I’ve seen people ranting, swearing,  arguing and making offensive comments online, while one person even chose to explain how frustrating their clients were before then posting examples of the ‘excellent work’ they had done for them?

People need to take social media seriously – it isn’t a game. It is a medium for communication and an opportunity to reach an audience and to interact with them.  It’s easy to get into an argument on Facebook or twitter but think before you comment – would you want what you are about to say to be shared with the world. If the answer is no, then perhaps you shouldn’t be writing it at all.

My advice would be to remember at all times, that Print Scrn, that little button staring back at you is just one push away – and you don’t know who may be using it.

Ready at the starting blocks – but not for sport

Posted on July 12, 2012 by

We were asked recently to deliver a presentation during an event in Castleford run by Wakefield Enterprise Partnership. The purpose of the event was to provide advice and guidance to people who were considering starting up a business. As a result we were asked, as a Wakefield based PR agency, to discuss communications and how you could go about setting the foundations before you reach the starting blocks and launch a company to the market.

We really enjoy events like this, not least because you get to meet so many new people with a real passion for the products or services that they have to offer. What was most striking from the event was the variety of businesses that people were hoping to start from web based companies right through to a consultant offering health and well-being in the workplace.

It was encouraging to see that the room was full of people with ambition and a genuine desire to do well. Some of them had been made redundant, whereas others just felt it was the right time to take the plunge.

Events like this always take me back to when we launched Open Communications in September 2008. It feels like a lifetime ago now but we had a clear plan and a definite determination to make it work. We were entering an unknown territory having never owned or run a business before and I think this is what people forget when they consider starting a company.

We were both professional PR consultants with experience and a portfolio of excellent results – what we didn’t have was any idea about a P11d, corporation tax, VAT bills or employer and employee PAYE payments. It’s a real minefield.

Thankfully we were surrounded by people who were only too willing to help and this support was gratefully received. For those out there considering starting a business I would think hard about putting the foundations into place first before offering a product or service to the market.

It sounds like common sense to plan before you launch but the simplest things are those that people overlook, such as getting your messaging right, knowing your market and communicating with your customers and not your competitors.

I hope that those who attended the presentation got the advice that they were looking for and that our talk was of genuine benefit to them. We certainly received some very positive responses.  I will be looking out for some of those people over the coming months and expecting to see them in the pages of their local papers as a result of launching the businesses that they were so passionate about.

One thing is for sure, I’m a great believer in people buying people and those who attended that session were doing so to make sure they had everything in place – if you put the effort in, you will get the reward. All that remains for us to say is good luck to them all.

May be print isn’t dead after all…

Posted on July 5, 2012 by

Following my recent blog about print editions of newspapers and how there are rumours that the Guardian will become an online only publication from next year, I read with interest a piece in Print Week about some research commissioned by YouGov SixthSense, which suggests that although people believe that digital is the way forward, the reality may be quite different.

The research found that 40% of UK magazine buyers prefer print to digital. Now although that is clearly less than half of the audience, it is still a relatively high proportion of the market, the question remains though – is it significant enough?

In addition the report claims that just under one in ten adults are reading more online than in print, while 11% are reading both online and in print. Even more interestingly although print was shown as the preferred medium, almost half admitted that they were buying less magazines.

Will research like this, which proves that people still like to pick up a paper or magazine and leaf through the pages, really encourage people to consider saving print or is it just another dying art form – an industry that will be shelved along with others we look back on from times gone by?

I dread the day that we sit down with children and they want to know why we would ever have considered ‘wasting’ space with a book shelf when all you need is a Kindle or what would possess you to make a scrap book when you can so easily bookmark your favourite pages online.

I’m pleased to see that I’m not the only one who still values the printed press and enjoys reading a magazine with free gifts on the front cover. I will be packing for my holiday shortly and I don’t mind admitting that a little bit of the precious space in my suitcase will be assigned to books and magazines with free trashy novels on the front cover – you just can’t have a decent holiday without them!