Month: September 2012

For flood sake!

Posted on September 26, 2012 by

Once again the weather is taking its toll on business and not only those who are struggling to get to and from work but of course those who provide the transport in the first place and then there are those who are self-employed and have to open their doors or take their products and services to their customers to earn a living.

The biggest problem with the weather impacting on business is that there is very little you can do about it. It is difficult to assume that a situation is going to be as bad as it is until it happens and as for predicting it – well, we all try to leave that to the weatherman!

Natural disasters come in all forms and flooding is just one of them. I was surprised to see that Catterick was one of the areas that was most badly affected this time around, with many of the roads resembling rivers.

More importantly I didn’t have to rely on the news to let me know the scale of the problem – my younger cousins, family and friends were posting regular Facebook updates to actually show me almost real time what was happening. I had access to photographs from my home village, videos from the local town and then update’s every minute from those stuck in traffic trying to get home.

Another great source of information was twitter, with local journalists posting regular tweets and pictures of what was happening, as it was happening.

Although we often put social media into a box labelled ‘business’ it would be much more appropriate to place it in a box labelled ‘communication’. If it hadn’t been for my friends and family updating me about the flooding at home and the fact that I follow local news reporters on twitter then I would have had to rely on regional news online – which is fine but not as frequently updated as I would have liked during a situation like this.

When people have stopped tweeting and adding pictures and videos to Facebook perhaps we can take some time to reflect on this disaster. The clean-up process will no doubt take some time with businesses, schools and of course those who have had their homes flooded needing to go through lengthy processes with their insurance but at least we know that there will be a normal again.

It’s at times like this that we need to remember that things could be worse. It’s not easy when you have a mop in your hand but perhaps we should all take the time to think and be thankful for what we do have, rather than what we don’t.

And finally…

Posted on September 25, 2012 by

The phrase ‘And finally…’ was often used by national and regional broadcast news channels to feature a positive story at the end of a programme. More often than not it was intended that this heart-warming feature would leave people with a smile, after the more serious updates from the day.

It would appear that this practice is less common than it used to be, possibly because there seems to be more bad news to report than good, leaving little chance for producers to include a light hearted piece to end on.

So why are we all so keen to hear bad news? Is it absolutely necessary that we surround ourselves with the disasters that face our daily lives? Is it not just as important to share in the good news and to keep our spirits up? And isn’t that what a balanced news agenda is all about – not necessarily just two sides of one story but some good and some bad?

Today there are some really positive stories hitting the headlines not least the announcement from Cancer Research UK reporting that deaths from certain cancers will fall by 17% by 2030. This is a great achievement and I’m pleased to note that it has ‘hit’ many national titles, as well as broadcast media.

Other good news today is the announcement of a new publication that has been launched called ‘The Positive’, which plans to only share good news. What a great idea – but the question remains, will it work?

I have to admit to being cynical about its chances of success because the simple fact of the matter is that people are more inclined to search for bad news than good. I remember a couple of years ago there was a paper which launched in Wakefield called the Wakefield Guardian and the idea was that it would share good news from the district.

Needless to say that the paper didn’t last and closed around 18 months after launching, which was a real shame.  I only hope that The Positive will have better fortune and that people will take the time to share good news. Sometimes I think we all need a good up lifting story to get us all going in the morning – and I intend to read The Positive and will tweet the best story from the day to share it with those who follow me.  In fact I might just add a hashtag #andfinally – who else is going to get behind the publication and join in?

Don’t presume to know that you know it all

Posted on September 20, 2012 by

This morning I had the opportunity to attend a Yorkshire Mafia event; Business Breakfast, Write Your Own Headlines delivered by Mary Askew, a former news writer and BBC broadcast journalist. 

People may be wondering why a PR professional with more than 15 years of experience would need to know how to write a press release and what to look out for when working with the media. Well, I will explain. It’s because I don’t believe you can ever know enough about the industry you work in and I’m always interested to hear what other professionals have to say and how they deliver to an audience.

As it happens the event was interesting and insightful, better still it was jargon free. I thought Mary did a great job of keeping the audience interested with examples, imagery and anecdotes. Geoff Major, a businessman and charity ambassador that many of you will know, was even interviewed live to camera. The presentation was clear and concise and I found that some of the ideas were an interesting take on what we already do here at Open Comms. It never hurts to try new things and we will be putting some of the lessons learnt into practice.

I also thought that although I didn’t agree with everything that was said – let’s be honest for a PR and journalist to agree on everything would be a little strange – I did understand the points and why they were being presented.

I don’t want to give too much away because I would recommend that people take the time to go to a session with Mary if they get the chance but needless to say if you need the basics, and a little bit more, then it’s worth a couple of hours out of the office.

Once again, a great session offered by the Yorkshire Mafia and an event that genuinely adds value to smaller businesses who want to manage their own PR and generate their own headlines.

Confusing messaging leads to confused customers

Posted on September 19, 2012 by

I’ve never been a big fan of advertising which relies on fear, shock or scare tactics. I don’t think it works. I also wrote my dissertation about this very subject which determined that the only people who are in fear, shock or scared as a result of these adverts are those who are receptive to a brands message in the first place – not those you want to change the behaviour of.

Let me explain, if I was a smoker, the minute I saw an advert with a young girl crying because her Dad was dying of lung cancer I would turn the channel over or go and make a cup of tea. I would not sit and watch the advert, taking in the terrible statistics and details that the advert is trying to get across and then apply them to myself and as a result stop smoking.

Equally if I was a speeding driver, I wouldn’t watch an advert about a young child being killed in the road because a car was travelling at 40 miles an hour when they should have been doing 30. To be honest by the time I was back behind the wheel it would be the last thing I would be thinking about – but I can almost guarantee half of the Mum’s watching the advert would reiterate the statistics verbatim.

At least these two examples, although relying on fear and shock, have a point. They are charity adverts working hard to get a message across – even if, in my opinion, it may not quite hit the target. What frustrates me more than these adverts, which as I said at least serve a purpose to raise brand awareness to the masses, are brands which confuse their messaging.

I have never been a huge fan of Benetton. When they brought out their ‘unusual’ adverts in the 1990’s it put me off their clothing for life. I don’t think I have ever bought a Benetton piece of clothing and have no intention of doing so. I just didn’t get it and nor did I want to.

In fairness I wasn’t their core target consumer back then but I would think I’m pretty much there now. I’m no fashion guru but I’m about the right demographic give or take. To find out today that Benetton have now launched a new advert which focused on the thousands of unemployed young people in the country is just baffling.

I have no problem with brands raising topical and serious issues but it’s the way that they do it which strikes me as nothing short of odd. Benetton has seen a downward slide in sales and therefore needs to sell clothes, so it launches an advert about youth unemployment which will predominantly communicate with a market that couldn’t possibly afford their clothing anyway!

Call me naïve but I just don’t get it.

Another retailer, which I love and do buy from regularly, Lush, made what I consider to be a similar mistake recently when they created what I believe was the first ever live testing on a human. The purpose was to raise awareness of the horrors of animal testing.

This case is slightly different to that of Benetton because I can see an obvious link between the cause and the brand but still the messaging was distorted. Lush have excellent customer service and spend lots of time creating a bubbly and fun atmosphere in their stores – they are almost the Willy Wonka of the cosmetics world – to then start showing people being forced to have things put in their eyes and electrodes put on their heads just doesn’t sit quite right with me.

It was a great campaign and achieved some great exposure but the brands values and customer experience in my opinion were misaligned and although I agree in principle with their thoughts on animals testing I would be no more likely to buy their products as a result of this activity.

There has to have been another way that they could lobby for support against animal testing as opposed to making it a total feature of their marketing strategy.

As a PR and marketing communications agency here at Open Comms we work with our clients to develop creative campaigns which attract attention and hit the headlines. How I believe we differ from the examples shown above is that our objectives align with the strategy of the business, which often directly correlates with the bottom line.  We make sure that all activity is integrated and that no one message goes so off topic that it leaves our clients customers confused.

I personally think these brands need to take a step back and think about how their customers are interpreting their creative. They may find that they are spending a massive amount of money to raise a topical subject but the reality is that this approach is unlikely to sell products.

What does social media really mean to your customers?

Posted on September 18, 2012 by

Within the marketing industry the term social media is now widely accepted and used on a daily basis. People clump together a series of tools, which in the most basic sense are controlled by the Internet, and we refer to this collective as ‘social media’ or digital.

Some people are well aware of what social media groupings include, in particular tools such as Facebook, twitter, pinterest and possibly even foursquare and google+ but many don’t. There are still people who would prefer not to understand social media and who will remain resolute that the best way to target customers is through traditional methods; advertising, marketing, PR and *gasp* face-to-face meetings.

There is no right or wrong approach to social media as far as I’m concerned. I think there are a lot of agencies who make social media sound more complicated than it actually is in order to bump up their prices and charge a fortune for a relatively simple schedule of activity, which could be implemented by the client. There are others who do amazing things and rightly deliver on what they promise.

I also see the opinions of business owners in relation to social media. There are a number of businesses who could really benefit from having a greater understanding of the basic techniques that can be used to help drive the communications of a company online but are still very sceptical.

The most important question isn’t do I understand social media but what do my customers and most importantly prospects think about the tools that are available to them and which are they actively using?

Is it likely that even a small proportion of your target audience will be searching for information about your products and services online? If the answer is yes, then you have to question your approach to social media. You also need to find out if people are discussing your brand and business and what they are saying about the service that you are delivering.

If you are still resolute that there is no chance that your customers will be online or using these tools then your time is  better spent elsewhere – perhaps with a get together, colourful piece of direct marketing or promotion, which will drive footfall to your store or business.

One thing to consider however is while you are ignoring social media and what it could do for you, it’s likely that your competitors are making the most of it and you need to question whether you are happy with that.

Sometimes to say nothing at all makes most impact

Posted on September 14, 2012 by

The French edition of Closer magazine has decided to print pictures of the Duchess of Cambridge topless while on a holiday. My first point has to be does anyone really care – I have no burning desire to see her breasts and can’t imagine for one second why anyone else would want to either.

My second point is that Closer magazine (and it’s important to get across that this is the French edition not the UK based publication) will sell out on all newsstands if not for the fact that they have these ridiculous images but because the British media are making such a fuss about it.

If the truth be told the very best way to handle this would have been to keep quiet and say nothing. The publishers will be rubbing their hands together in glee and doubling the print run to meet with demand and all because people are talking about something, which for all intense and purpose, has no news value what-so-ever.

Closer in France couldn’t have paid for this profile or the exposure that they get. Right or wrong there is definitely some truth in the fact that all publicity is good publicity.

Even Jeremy Vine has got in on the act, asking if a Princess should go topless at someone else’s house on his prime time afternoon show – I go back to my original point, who cares? She is a beautiful married woman who was on holiday. If she wants to sunbath topless at a private resort then it is her right to do so.

I’m not one to bang on about human rights and I do agree that when someone becomes a public figure they have certain expectations placed on them but there has to be a line drawn and this photographer, in my mind, have crossed it.

The best thing we could all do now is never mention the sorry incident again. Rather than giving the ‘story’ more kudos, we should simply ignore it and rise above it. No more statements, no more comments issued and certainly no more mention of the rag in question. I just hope that those who are responsible don’t earn enough money to retire as a result of a few tasteless pictures.

Have you had your desk-fast?

Posted on September 12, 2012 by

There was a fascinating piece in the Yorkshire Post Life and Style section today regarding eating at your desk. This particular piece referenced breakfast (deskfast), known to be the most important meal of the day, but I think the message within the piece stands true to all meals.

We are one of the worst offices for eating at our desk. A lot of the time we are too busy to go out for a lunch break and so sit and munch while reading emails or creating strategies – good habit – no, not all, in fact really, really bad.

I don’t mind admitting that since adopting a desk-to -eat policy I have put on more than a stone. It’s not necessarily what I eat but the fact that I no longer go for a stroll at lunchtime. I am in that awful collective of people who think that if you leave your desk you are also losing time and time is money.

I know that people think that if you spend a short time away from your desk during the day you will be more productive but I’m not convinced that this is actually true. Also as sad as it sounds to leave my desk would mean leaving my clients and what happens if someone needs something urgently?

Ok, so that’s a bit sad but I do enjoy my job and although we are based in the most beautiful parklands at Nostell Priory Estate Yard we don’t get out and about much. May be this should be something we rectify and try to put into practice over the next few months.

There are going to be a number of changes at Open Comms and we have already decided that this is a time for us to sit down and decide how we want to address some things moving forward. May be ‘deskfast’ and lunch at our desks should be added to the list?

BUILDING FUTURE SUCCESS

Posted on September 12, 2012 by

I’m sure I’m not the only one who has noticed that the tides seem to be turning for developers in the Yorkshire region. Iconic sites such as the Lumiere in Leeds and previously mothballed  master plans, which have been on hold for a number of years, are now getting the attention and funding that they need to move forward.

This is fantastic news for our region. Not only will this turnaround means a greater experience will be had by visitors and shoppers, as well as there being more opportunity for those looking for residential properties in the cities, but it will also create jobs for the many labourers, developers, construction workers and bricklayers who have found recent years particularly difficult.

I have a real passion for development and was very fortunate to have the opportunity to work on two major projects earlier in my career; Bradford, the birth of a new city and Leeds Leads, the marketing of Leeds as a city to those outside of the region.

Working on two major areas within our region and promoting them to other cities throughout the UK, Europe and the World was hugely exciting. I had the chance to work with leading developers, to see sites as they unfolded and to witness and experience the evolution of a brown field site to a masterpiece, a mill building to luxury apartments and a run-down and deprived area to a community hub attracting people of all ages to work, visit and enjoy.

I arranged and managed a number of journalist visits during this time – we refer to them as familiarisation visits – with journalists from national and international papers coming to visit each city in turn. It was interesting to see their imaginations come to life when they were made aware of the projects that were planned.

Double page spreads featured in titles including the Guardian, Independent and Observer. The interest was astonishing, particularly as many of these journalists were based in London and at the time it could be difficult to drag them away from their desks to visit our humble region ‘in the sticks’

Two recent stories that have hit the headlines, which support the shift to greater levels of investment in property and development, are the proposed sale of the Leeds Victoria Quarter for £136million to Hammerson and the multi-million pound scheme to regenerate the neglected Gateway to Wakefield, which is close to the award winning Hepworth Gallery.

Both of these developments will have a huge impact on the areas that they are in. Hammerson are proposing an extension to the Victoria Quarter (let’s get saving ladies!) and the regeneration of the Wakefield Gateway will once again put the city on the map and reiterate that it is a place to work, visit and enjoy. Wakefield suffers from a lack of outside attention, which the Hepworth has certainly addressed, however this must continue.

Building and development to me is about more than bricks and mortar, it’s about more than high rise flats and iconic designs. The regeneration of our area needs constant marketing support and a sustainable communication plan which takes our messages to those who live outside of the region. We need to ensure that we attract the attention of those who will come into our cities to stay and most importantly to spend.

Regeneration needs to meet with objectives – we don’t want a beautiful collection of towns and cities that stand empty. We want a hub of excitement, which delivers shopping, leisure, art, creativity, socialising and what we are famed for – a friendly welcome.

The next few years will be very interesting. Buildings are already going up and with the Leeds Trinity Walk project underway there is already a feeling of anticipation in the city. I hope that I will be joined by others in celebrating the hard hats which are being dusted off and put firmly back on the heads of those who will make these changes happen before our eyes.

It’s this commitment to making our cities more appealing for us and those who come to visit that will keep Yorkshire firmly on the map.

City, coast and country – in just one weekend

Posted on September 4, 2012 by

I’ve always been a massive advocate of Yorkshire, not least because I was born and raised here. I suppose some people may think I’m dull for never venturing outside of my home county but I would have to disagree.

This weekend we started out in Leeds with a lovely meal in a steak restaurant that has quickly become a favourite of ours. The sounds, smells and sights were what you would expect of a city centre on a Friday evening with lots of laughter, merriment and in our case a drink or three.

Then on Saturday we decided to go and stay in Scarborough for the evening, another beautiful Yorkshire town. As it was such good weather the beach was packed with children playing and couples strolling. The sun was beating down and there were sandcastles, water sports and donkey rides – needless to say we had a great time.

Sunday finally came and I have to admit that they can be a little depressing – only because the weekends are over so quickly and I’m often left thinking about all the things I promised I would do but haven’t got round to. This Sunday however we decided that we would visit my Mum and Dad in the Yorkshire Dales.

They are fortunate enough to live in a stunning location surrounded by fields and close enough to my extended family for an impromptu visit to be a likely occurrence of a weekend. So, we sat back, chatted with great friends and relaxed before coming back to Leeds to think about how lucky we are to live in such a wonderful county.

Where else can you get city, coast and country packed into a single weekend?

Next time someone asks why I haven’t left Yorkshire I will explain that it isn’t that the opportunities haven’t been there, just that I didn’t want to take them – it was a choice not to go touring the world on a student budget because quite simply I’m happy where I am.