Author: Lindsey Davies

HAPPY BIRTHDAY OPEN COMMUNICATIONS

Posted on September 9, 2020 by

Open Communications

It’s with such a sense of achievement that we say ‘Happy Birthday Open Communications’. To think that it was over a decade ago we launched the business is hugely rewarding but also scary in equal measure.

Some days it feels like a lifetime ago and then others it could have been yesterday. So much has happened in the last 12 years. We have grown, both as an organisation and as individuals. It has been a rollercoaster but one that I would get on and ride all over again.

There have been a few things that have helped us along the way. Knowing that times are tough for others, I thought it may be useful to recap and to pass on what I have learnt.

Network has to equal net gain

When we launched, like many small start-ups, we went along to every networking event available. This was the right thing to do. What we should have realised, perhaps sooner than we did, was that some just aren’t the right fit.

There doesn’t have to be a specific reason, it might just be the format. For us, we found those that did work, and we realised that when you want to help each other you get a better return all round. In our experience being forced to attend or to pass on referrals was counterproductive.

Thankfully, the business community we are now a part of is hugely supportive. We have a close group that we can rely on and that suits us. In order to attract new opportunities, we let our results do the talking.

Location, location, location

We were criticised when we started for choosing to be based in Wakefield. A lot has changed over the years and this was one of the best decisions we made. The District may not have been a vibrant hotspot at the time, but it is becoming increasingly popular now.

Not only has there been huge investment in Wakefield over the years, it has also attracted some globally recognised brands and ambitious entrepreneurs.

Rather than become a small fish in a large pond, we felt that we could grow with Wakefield and that is exactly what has happened. In 2008 we had a box room at the bottom of the city. Today, we have a three-storey office in the heart of the legal and financial centre.

Thinking about location is so important. It gives us a point of difference and it has allowed us to make our mark for all the right reasons.

Building a reputation

As a business that manages the reputation for others, it goes without saying that we focus on our own too. This has always been imperative for us. We practice what we preach, and we make sure that clients have a lasting and positive impression, however long we work with them.

Only a week ago I took a call from a former client asking if I had time for a chat.  The answer is always yes, and they explained they may be looking for PR services. I thanked them for thinking of us and the response was, “Why would I consider anyone else?”.

We never take feedback like this for granted. Quite the opposite. We make sure that we say thank you and that we treat people as we would like to be treated. It’s the little things that go a long way. For client’s to come back to us time and again is a real compliment. It’s also just one reason why we are here today saying Happy Birthday Open Communications.

Don’t look back in anger

A great song and a great lesson to learn. As a business owner it is incredibly difficult not to take things personally. After all, everything is personal when the company is founded on your own values. That said, I have learnt over the years to try not to take things to heart.

It’s not easy and I still struggle, however I know that in some instances it’s best not to sweat the small stuff.

Everyone makes mistakes, it’s what makes us human, the important thing is learning from them. I’ve lost count of the number of nights I have lost sleep over something trivial. A former colleague once said, “It’s PR not ER” and I think they were right.

It’s not about how much you care; it’s caring for the right reasons.

Celebrate success

As an organisation, we find this really hard and it’s something we are working on. As a business we have so much to be proud of and to celebrate yet we get caught up in lists and tasks, prioritising everything over ourselves.

It is important for companies to celebrate success, however small. We know this and we will be making more of an effort. We do raise a glass at key moments throughout the year, however we need to be better at doing so more often.

Sometimes giving yourself a pat on the back is the hardest thing you can do. It’s far easier to beat yourself up. The real challenge is recognising that no one will thank you for giving yourself a kicking. Having a more positive mindset can be passed to others and that is a lasting impression that will make a lasting difference.

Never stop learning

PR is an evolving industry. It never stops and neither do we. Learning new skills keeps us all interested and gives us so much to think about when we plan every campaign for our clients.

Whatever sector our clients work in, the tactics we have access to are changing. This means we can share new ways of working that could deliver stronger results. We are honest and open with the brands we manage, and many of them are willing to try new things. We could just keep our approach exactly the same, but where is the fun in that?

What never fails to amaze me, is that more than two decades on and I’m still as excited by PR and what the industry has to offer as I ever was. I think once I stop getting butterflies in my tummy, it’s time to call it a day.

Thankfully the flutter is still there!

Be thankful

Having a business is difficult. There are no two ways about it. Times can be really hard and it can be stressful. In contrast, things can be great and you grin from ear-to-ear. The reality is that there is no consistency. That’s why it’s like a rollercoaster ride.   

Being thankful for what you have is really important. It’s so easy to let things get on top of you. Taking a moment to stop and to look at how far you have come will make a big difference. For me, having a business with one of my closest friends – and still being friends – is an achievement in itself. It is so easy to fall out, however we recognise our skills and both see the value in each other. We don’t always agree, but we don’t have to. I’m thankful the values that matter are those that we share.

A huge pitfall for companies is to spend too much time watching competitors. The truth is, if your clients want to work with someone else, they will. I would rather spend the time focusing on my business and making the changes I need to keep my clients happy than obsessing about what others are doing.

Happy Birthday Open Communications

And so, with that, I want to take this opportunity to say, Happy Birthday Open Communications. It’s been an adventure and the journey is far from over. We have some exciting plans and we look forward to what the next decade has to offer.

For all of our colleagues, clients, friends and family – thank you. Without you all we wouldn’t be what we are today. We hope you will join us in raising and glass. Cheers!

If you would like to speak to us about your PR needs or how we could add value to your business, please call a member of the team. 

MORE THAN JUST A PR AGENCY BASED IN YORKSHIRE

Posted on September 2, 2020 by

More than just a PR agency based in Yorkshire

Open Communications is a straight-talking PR agency based in Yorkshire. That was how we positioned the business when we launched, and in the most part it still stands true today.

With offices in Wakefield city centre, we manage the PR and content strategies for brands of all sizes, all over the country.  However, as the years have gone by, we have realised that we are so much more than just a PR agency based in Yorkshire.

Preferred PR partner  

When companies choose Open Communications as their preferred PR partner, they get access to a team of professionals with years of experience. Believing our clients will get the best from a diverse mix of people, we all have very different backgrounds.

We have journalists, academics, customer experience professionals and PR practitioners all working together to deliver the best return on investment for every business that chooses us.

As an agency, we decided that we would not specialise in a sector. Instead, we would become experts in each client, their brand and business. This gives them exclusivity and the commitment they deserve.

As time has gone by, we have seen that this gives our clients the confidence to know we are absolutely focused on delivering results for them.

With more than 90 per cent of new business coming from client referral, this approach has worked for them and for us. It has made us the trusted PR partner we wanted to be but also generated introductions.

Trusted advisors

As PR professionals we have access to some highly confidential information. It is absolutely imperative that our clients can trust us. And they do.

It may not be a crisis it could just be information that is not for public consumption. As such, we make it clear that all insight will be handled with care. It is the very least that our clients can expect when we are managing the reputation of their brand and business.

On a lighter note, we are also close enough to many of our clients for them to share their thoughts outside of their own environments. We once had a client say that they felt ‘lighter’ when leaving each monthly meeting as they could have a good moan knowing it would go no further.

Sometimes, all we need is to get the opinions of others or to share a grievance. Having a second opinion from a trusted advisor can be priceless and we are pleased that we can offer that. This is just one of the reasons that I believe we are more than just a PR agency based in Yorkshire.

Skilled PR practitioners

There is still a misguided belief that if an agency is based in London, they will have better contacts than those in the North. I don’t agree with this at all.

We have really strong relationships with journalists up and down the country, as well as those that are based in Yorkshire. It would be untrue to say we know every contact we work with personally, but then we don’t have to.

The objective for Open Comms is to make sure that we provide relevant content that has been well written. In doing so, we can supply the journalists with what they need, knowing that in the future they will have greater trust in what we supply.

There is no point in sending across copy that is irrelevant or badly written. It would not send the right impression of us or our clients.

One thing that we are very good at, is engaging with broadcast and encouraging correspondents to come to us with any needs they may have. This has worked really well in recent years and has meant that we can work collaboratively so that the news teams get what they need and we increase the positive exposure for our clients. This is what should be expected of skilled practitioners and it is what our clients deserve.

Professionals within a wider business community

This doesn’t really have anything to do with PR at all, but it does support our reputation as a business.

Since we launched, we have worked with hundreds of companies. This has strengthened our network but also provided contacts with an agency they can call upon for advice.

Becoming a known and recognised member of the community has certainly paid dividends. Not only have we gained access to professionals we trust and would refer, we have also made friends and learnt a huge amount along the way.

It was important to us as a small business to have access to those with a range of different experiences. In turn, we have also found that we have contacts that will go out of their way to be supportive.

Recognising the value of a strong network has certainly given us confidence and strength during our most challenging times and that is invaluable.

A supportive workplace

Open Communications is a supportive workplace. Although we remain a small agency, we know that our team are close and that they get on.

Not everyone who works in our team has come from a PR background. In fact, most haven’t. What they bring to the agency is relevant experience, the right attitude and a willingness to get results for our clients.

In turn, they receive a supportive workplace with an open and relaxed culture. There are no hidden secrets to doing well at Open Comms. Work hard and you will be rewarded. It’s that’s simple and as a result many of our staff stay with us for years.

An agency that means business

As a straight-talking agency, what you see is what you get with Open Communications. We are a Yorkshire based PR agency that uses its experiences to support an increasing list of clients.

We have never shied away from hard work and we aren’t about to start now. With clients across the country, we make sure that every strategy we put in place is going to meet with objectives. This in turn means that our clients can see the value in PR and what it can deliver. It isn’t about coverage, it is about business success and supporting the bottom line.

When we founded Open Communications back in 2008, we had a choice about where we wanted to be based. It could have been anywhere, and we chose Yorkshire. It suited us and it has worked for our clients.

We’ve managed the PR and content strategies for companies throughout the UK and across the world. The furthest away was Australia and although that brought with it some challenges, we were able to put the processes in place to make it work. As a small agency with big ambition, we don’t let challenges get in our way. We learn from them and we find a solution to any problem.

If you want to work with a business that is more than a PR agency based in Yorkshire, then call Open Comms and we will arrange a chat.

WHY SUPPORTING COMPETITORS ISN’T AS CRAZY AS YOU THINK

Posted on August 26, 2020 by

Supporting competitors may not be as crazy as you think

In my experience, the PR industry has always been very competitive. During my time in agency, I have certainly faced my fair share of challenges. Far from letting this deter me, these situations just encouraged me to want to do the best job I could. Fast forward nearly 20 years and as a business owner, one of the greatest lessons I’ve learnt is that supporting competitors isn’t as crazy as you think.

Making friends

In all the agencies I worked at I was lucky enough to make friends. These people aren’t always those that I would tell my deepest and darkest secrets to, but they are colleagues that I value for their professional input.

Over the years, Emma and I weren’t the only people that chose to go it alone. Along the way many of my former team-mates have launched their own businesses. Despite being in direct competition, I quickly realised that supporting competitors isn’t as crazy as you think. In fact, it has very real benefits.

I have seen people who have taken the opposite approach and it never works.

In contrast, we have celebrated the success of others, passed on our best wishes and offered advice when asked. As a result, when these individuals or agencies have received a brief they cannot fulfil, we are often on the list of businesses they feel comfortable passing the information on to.

Influencing people

PR is very much about influence. This goes beyond client activity and can extend into the industry at large. Despite being vast, people in PR talk, a lot!

If, as a professional, you want that ‘chat’ to be positive, then you need to manage that. Providing the right context by behaving correctly is a good start.

I remember coming out of a pitch years ago and we were aware of a competitor that was also involved in the process. Several weeks later I received an email. It was from the same contact saying that they hoped if they didn’t win that we did.

This was a great lesson for me. I realised that in that one simple message I had a renewed respect for this person. They had taken the time to reach out and in doing so had given me greater confidence in our reputation amongst peers. It was further evidence that supporting competitors really does have its benefits.

Attracting the right attention

It is very difficult to hide in PR. Working with colleagues, journalists and brands everyday means that we communicate with a varied network of contacts. Each one of these people will make an assumption about us.

That can be an uncomfortable thought to process, but it doesn’t have to be.

If you want to attract the right attention, treat people the way you want to be treated. Let’s be honest, we all have bad days but managing them gets easier over time.

Recognising when our behaviour is impacting on others is a skill. It’s not easy to master and I’m still working on it, however I know that I have changed for the better over the years.

Taking this back to competitors, I had a meeting with a former colleague recently who has just launched as a freelance. The comment she made on leaving after coffee was that I hadn’t changed at all.

Far from being the case, I realised that what she meant as that I was still honest and willing to give my time to others. The truth is that in the ten years I hadn’t seen her I had changed a lot. I had just focused on addressing the things that held me back.

What I took from this exchange was that this person values my opinion and that means a great deal. Meeting for a coffee and sharing my experiences, warts and all, has helped her out. It was a win, win and further evidence of why supporting competitors isn’t as crazy as you think.

Living your values

We talk about values a lot at Open Comms. They are an important part of the business and the foundations from which we started nearly 12 years ago. A lot has changed in that time, not least the way the industry behaves.

When we started out, we made it clear we would be straight-talking. What you see is what you get, and we work hard for our clients. Delivering results was our focus and doing it the right way was the approach.

It worked and at a time when this was a relatively new concept.

Soon after our competitors started to use the same language. They do say that the biggest compliment is for people to copy or follow what you are doing. Whether this was the case or not, we were doing something right and it put us ahead of the curve.

What it also allowed us to do was to find other agencies that had the same values. Knowing that we were aligned in our approach meant we could confidently work with others. It also meant that we could extend our network and learn from other professionals.

Getting over yourself 

What I really love about Open Comms is that we don’t have a massive ego. We have achieved a great deal, but we don’t go around bragging or needlessly inflating our success. I have worked for agencies where the opposite would be closer to the truth.

When you work for big brands, it is often expected that you will work with other agencies. They may specialise in something different, but you will come together to share ideas. These are often referred to as inter-agency sessions.

We have been in many of these situations and in the most part they work really well. That is because we have learnt that in order to get the best out of groups like this you need to get over yourself. What I mean is that we aren’t scared to learn.

Competitors or otherwise, the people around the table have ideas, suggestions, knowledge and experience that we need. Without it, we wouldn’t be doing our best work for our clients. Coming together encourages thought, creativity, difference of opinion and discussion. In an industry where things change every single day, this can only be a good thing and we really do embrace it.

Leaving a lasting legacy

When we started Open Comms, we wanted to earn a living. It was really that simple. It was about delivering PR in the right way to make a difference for the brands we worked with. What we hadn’t expect was that 12 years on, we would have expanded and would represent some of the largest organisations in the country.

As an agency that generates 90 per cent of its new business through referral, we know that our reputation is one of our biggest assets. Although much of this comes from clients, I am sure that there is also a benefit to knowing other industry professionals.

Open Comms was never a carbon copy. It was unique from the day we launched. Over the years we have learnt a huge amount and if there is one lesson that I will continue to put into practice it is that supporting competitors isn’t as crazy as you think.

In fact, post lockdown, I am going to make contact with a number of former colleagues for no other reason than to have a coffee and a chat. Hopefully, others will do the same and we can create a community of professionals that inspire, encourage and share.

There’s nothing wrong with healthy competition, as long as it’s done in the right way.

STATING A BUSINESS IN A RECESSION: THE LESSONS WE LEARNT

Posted on August 19, 2020 by

Starting a business in a recession

When we launched Open Communications in 2008, there were lots of people ready and willing to impart their knowledge. Starting a business in a recession was a risk, but it wasn’t without consideration on our part. Although we could see the benefits, it seemed that those most eager to share their thoughts felt otherwise.

What many people didn’t realise is that this wasn’t the first time that Emma and I had worked together. We had in fact been friends for several years and worked for the same agency for around two of those.

Being friends before business partners meant we had shared our achievements and frustrations about work. This gave us a good insight into what each of us expected. With a very similar attitude to clients and a focus on results, it all seemed to slot into place.

Like anyone, we didn’t go into starting a PR agency with our eyes closed. A great deal of time and effort was spent discussing what could go wrong. At the same time, we considered all the benefits of starting a company together, regardless of a recession.

The truth was, for us both, it was now and never. And so, it was now!

Time for a change: a new approach

PR was very much about lunching and ‘shmoozing’ when we launched Open Communications. That wasn’t our way and we decided to do things differently. We set out with a very straight-forward message: what you see is what you get.

We let our clients know that if they wanted air kissing and champagne that we weren’t right. In contrast, if they wanted results, then we were available to sit down and discuss a plan.

This has stood us in good stead over the years. Nothing has changed. We still provide our clients with advice and recommendations that will deliver results. This remains our focus and is what gets us out of bed on a morning.

When we discussed this with our colleagues in the industry all those years ago, they thought we were taking a huge risk. As it happens, it was quite the opposite. Clients seem to really appreciate our honesty and transparency.

Being able to say that we have worked this way since day one gives brands extra confidence. It also sits within our values as an organisation, which is something we feel is very important.

Targeting clients with shared values

The first office we worked in was a ‘plug and play’ rental. It meant we could move in and start straight away. We had two laptops, two phones and a list of businesses that we wanted to target. Nothing more.

We decided we wouldn’t take clients from our previous agencies and set about contacting local brands. Within two weeks we had our first client and within three months we had won our first competitive pitch. The fact it happened to be HARIBO was a further benefit.

It quickly became apparent that as the ‘new kids on the block’ we were doing something right and out approach was resonating with businesses of all sizes.

Being able to research and identify those companies that had similar values and ways of working was refreshing. It meant that we could give our all to every organisation that chose us as their preferred PR partner.

This is still an important factor when we receive briefs through the door today.

Getting excited by results

There is no better feeling than getting excited by the results we achieve for our clients. When we launched, we were very specific about putting campaigns together that would meet with objectives. In our opinion, it’s the best way to showcase how PR can deliver a return on investment.

There were no lunches. No lavish gifts. It was about doing our job and doing it well. The recession meant that budgets were tight. It also gave us an opportunity to show what could be achieved without breaking the bank.

Thankfully, hard work does pay off when you work in our industry. As such, we have delivered some incredible campaigns for our clients. Large or small the brands we work with get the results they deserve.

For us, it isn’t about a stopwatch or how many press releases we send out. It’s about putting together strategies that work. Things change and evolve but fundamentally our attitude to achieving results never has.

Creating a network

I have to admit that when we started Open Comms I wasn’t thinking about our network. We had the support of our friends and family and that was enough for me. Over the years I have realised that extending the number of people you can rely on makes a huge difference.

When the business community hits tough times, it brings out the best and worst in people. Thankfully, it gave us the chance to connect with the individuals and companies that we could trust.

Over the years I would like to think that we have given back just as much as we have taken. Not only do we have suppliers that we recommend to others, we also have friends we can talk to. Equally, there are lots of people who come to us.

It would be unfair to say that everything runs smoothly when you have a business. It doesn’t. This is when these contacts are priceless. Just having the chance to chat openly about your frustrations can make a huge difference.

I am certainly very grateful for those within my network that I can now call friends, as well as business colleagues.

Building a business

Despite the recession, we took on our first employee within two years of opening our doors. It was another risk but one that was considered.

Creating jobs wasn’t something we had in the plan, but nearly twelve years on and we continue to extend our team. As we continue to win clients, we make sure that we have the resource we need. The last thing we would ever want to do is to let anyone down.

We have also given our colleagues the chance to work in an exciting industry where no two days are ever the same. It may not be for everyone, but if people come with the right attitude and ambition, PR can be a great career choice.

Looking back to move forward

Nearly 12 years on and I can’t believe how far we’ve come. I was always confident that Open Comms would be a success, I just didn’t think we would have been on such a rollercoaster ride.

There is no doubt what-so-ever in my mind that the relationship that Emma and I have is integral to what we have achieved. We may be very different in some respects, but when it comes to values, we couldn’t be similar.

Having someone that you can rely on and turn to through thick and thin is so important. Trust is a huge part of having a business and I’m so pleased that I got the chance to take this journey with one of my best friends.

No one knows what the future holds, but as we face another recession, we will do so with a positive attitude. It’s going to be tough; it will take resilience and hard work. That said, we’ve been here before, and we know that we have what it takes.

We will be rolling our sleeves up and making sure we continue to focus on what matters: getting results for the brands we work with.

What we learnt through launching in a recession

Going right back to the beginning of this blog, there are many lessons we have learnt from starting a business in a recession. For those that are thinking of doing the same, here’s a recap of our experiences.

  1. New approach: take this time as an opportunity to do things differently. There is no real value in the thought that ‘if it isn’t broken don’t fix it’. We would all be driving cars with square wheels if that were the case!
  2. Targeting clients: when you launch your own business, you have more autonomy to choose who you work with. Take the opportunity to be picky and to give your professional advice to those that will value it.  
  3. Getting excited by results: remember to celebrate success and to get excited by results. There are times when things will be tough, so make the most of the positives.
  4. Creating a network: having a network of trusted colleagues around you will make life so much easier. Being able to chat and to share the highs and the lows is invaluable when you work in a small business.
  5. Building a business: even if you plan to remain small, consider what would happen if you become more successful than you first thought. It’s a great position to be in but it comes with new choices. These can be hard and need consideration. Building a business isn’t easy. Think about all of the options before you open the doors.
  6. Looking back to move forwards: learning from your mistakes isn’t easy. Recognising you made them in the first place is a start! When you can look back to move forwards, you will be in a better and more resilient position for the future.

For more information about Open Comms and the founding directors, Emma Lupton and Lindsey Davies, please visit.

HOW PR FITS WITHIN THE PESO MODEL

Posted on August 12, 2020 by

How does PR fit into the PESO model

Many agencies will use the term PESO when describing the toolkit of tactics they use. This is similar in principle to the four P’s. Rather than product, price, promotion and place, PESO is paid, earned, social and owned. In this blog we want to look at how PR fits within the PESO model.

Far from being more jargon to add to a dictionary full of anacronyms, this breakdown is actually a great starting point for brands when planning campaigns.

Taking each tactic at a time and considering it in detail will give businesses the opportunity to look at where their priorities lie. Aligning this with objectives will give the foundations to a strategic plan that can be put into practice.

As a PR agency we are able to deliver everything within the PESO model. That said, there are certain tactics that rely more on our expertise than others. In the following chapters we will explain when PR can provide best value and return.

Paid for space 

Paid for coverage is advertising. This is typically not a tactic used by PR agencies. Although we do book advertising space for our clients and make recommendations about placements in general, it is not our specialism.

Media buying agencies are better placed to make recommendations and to provide the best costs. Paid for advertising is a push marketing principle. It is pushed to the audience and shares a carefully curated message that has been designed and delivered by the brand.

The most significant difference between paid for and editorial is that a third party has to agree to use the content you share. When there is no commercial transaction involved there is no guarantee.

Earned media coverage

For PR practitioners this is our bread and butter. Earned media is editorial coverage. It is both credible and delivers great value for brands. Securing consistent space within the right media will impact positively on any business.

It isn’t quite as simple as it sounds to secure coverage. Not only does a PR need to identify a story, they also need to curate that copy and make it compelling. Furthermore, they have to think about the reader, journalist and brand before distributing.

As mentioned, there is no guarantee with earned media. This is where third party, independent and unbiased verification comes into play. Given that a journalist has the authority to run a story or not, it is the job of the PR to make sure a story is relevant. The headline should be eye catching and the copy should have a strong news angle.

There are many tactics that PR’s use but providing good quality copy should always remain top of the list.

Social media 

Since sharing content online has become part of our daily routines, it has also become an obvious platform for brands to engage with audiences. Understanding each platform and its primary uses and targets is essential.

This is where PR comes in.

As an agency we manage messages, tone of voice, frequency of posts and monitoring of responses. Again, this takes time. It is not a simple case of logging on and posting a comment each day. Although this is possible, it will not deliver the results that a business would expect.

Social media has given everyone a voice and an opinion. Understanding that people have the right to express that and to manage responses carefully so as not to offend is crucial.

Although there are elements of paid within social media, it is used mostly by individuals who want to become part of a community. They want to engage with others that have similar interests. Sharing relevant content in the right places can be invaluable exposure for brands. In the same breath, infiltrating where you are not wanted will deliver the exact opposite.  

Owned content 

Blogs are common practice in today’s world. They haven’t been around forever, and the truth is that many sit dormant. This sends the wrong message to clients and prospective customers.

Owned content is the copy that you will share across a website or social channels. It belongs to a business and has been written with purpose. It may be to share the launch of a new product, to provide an update about a company or to simply impart knowledge and expertise.

Whatever the reason, as this sits within editorial, it fits within the job description of a PR professional.

Well curated copy that is credible and compelling will attract visitors to a site. It will also provide an opportunity to position individuals as thought leaders about a subject.

Forgetting to assign the time and commitment to owned content is a mistake. Brands don’t always see the value in sharing this insight as a business, but those that do will reap the rewards. Creating communities is the strongest response from owned content. This requires that regular and relevant copy is drafted and shared.

Having a balance of earned and owned content will give any company the profile that they deserve and a genuine return on investment.

Summary

On reflection, when we look at the PESO model, we can see that of the four topics just one would typically sit outside of the PR function. This is paid for advertising.

Using PESO as a tool to plan will give any organisation a good platform from which to create a strategy that meets with objectives. If you would like to work with a team that can deliver and will support you with this process, then please call a member of the team from Open Comms.

WHICH BUSINESSES GET BEST VALUE FROM PR

Posted on August 5, 2020 by

Get best value from PR

When asked which businesses get best value from PR, the simple answer is those that believe in the benefits of communication. Every organisation, whatever its size, needs to communicate with its audiences. These could be employees, stakeholders, customers or all the above.

As an agency, it is our job to meet with our clients and to recommend tactics that will help them to speak to each audience in a way that will resonate. The message will almost certainly remain the same, but the tone of voice and medium will differ.

PR is about earned and owned content. That is, coverage in newspapers and online, along with content that has been specifically created for that business and posted to a website or across social channels.

Both have benefits and that is why creating a PR strategy gives clarity and focus. When I first started in the industry, I was told it was like spinning plates. I much prefer now to think of it as a kaleidoscope. It’s a sequence of colours that when pulled together in the right way creates a picture that attracts and holds attention.

Believing PR will deliver a return on investment

Before appointing an agency or employing someone inhouse to deliver PR, a business must believe in its value. There are no guarantees when it comes to earned coverage. Copy will be drafted and sent to a publication and it is then up to the editorial team to decide if it will secure space or not.

Even if a journalist decides that content isn’t right for them on this occasion, the copy can be repurposed and posted onto a website or shared as a LinkedIn article. This then becomes owned coverage. It belongs to the organisation and has been shared as a news piece for this purpose.

If you are considering investing in PR for your business but you don’t really believe it will deliver, don’t bother. Any agency or professional can rationalise how and why PR works, however if you are already coming up with an argument to the opposite, it’s a waste of time.

PR does take time and commitment. It isn’t as easy as most people believe, and it requires a team approach. The businesses that get best value from PR are those that work with their agency and consider them an extension of the marketing function. It is not those that have a ‘we told you so’ attitude when things don’t go quite as well as we would have liked.

Making an investment to deliver a return

Like any other specialism, PR requires investment. It is a toolkit of tactics that continues to evolve as the way we communicate changes. Maintaining an understanding of this, while also remembering the value of traditional methods, is our job.

There is a lot to learn when you work in this industry and it is not for the faint hearted.

What we need from our clients is the willingness to invest consistently. This is what delivers the strongest results. A rolling programme of activity that can shift and change depending on what is happening in the sector and within the client’s business too.

PR is very adaptable and that is what makes it such an exciting industry to work in. It is also what gives us greater opportunity to achieve results and to enjoy long-term partnerships with the brands we support.

Practicing what you preach

When we work with a client to create a PR strategy, it always starts with objectives. We then build up a programme of activity around what the brand wants to achieve and identify some key performance indicators.

This means we have a plan and a set of measures in place to work against. At Open Comms we recommend six monthly reviews which give us the chance to come together and to review the performance of the strategy we have in place. This also allows us to share further recommendations to shift the focus if necessary.

What is important is that our clients’ practice what they preach. As such, we are very specific about setting realistic objectives and honest messaging. The last thing we want to do is to create a false impression of an organisation. It doesn’t help them or us. What we do want to see is an improved profile, increased share of voice for all the right reasons and a positive uplift in sales.

If we have a story to share, we make sure the facts are checked and the organisation is creating a personality that is authentic and that can resonate with the right audiences, in the right place and at the right time.

Building a brand

This comes with time. You achieve this overnight. It takes resource, investment, commitment and willingness to learn, adapt and change.

Having a PR programme in place will directly impact on how quickly a business is able to build a brand. The more you communicate with your audiences, the more they will know about you and the quicker they will decide whether to purchase your products and services or not. Engagement in the right places will give them numerous opportunities to hear about and from your business.

PR is about influence and that comes with education. Honestly, transparency and openness are all key ingredients to a successful programme that will deliver a return on investment. Starting out with the assumption that it can be used to manipulate, unfairly coerce or misguide is setting the brand up to fail.

There is an integrity that comes with PR and a responsibility of agencies and inhouse teams to meet with a code of conduct. Being aware of this from the outset is advisable.

Delivering an experience

Once a PR programme is in place and is delivering consistent results, it will be complemented by a customer experience. This gives a two phased approach to brand engagement. The customer will read about the business and its products and services. They will then make the decision to purchase. This is then complemented – or otherwise – by the shopper experience they have. If one doesn’t fit the other there is a problem.

This is why PR, marketing and sales teams work together. It ensures that a business gets best value from PR and what it can achieve. Aligning the products with the needs of the customer, based on feedback achieved through PR, is just one example.

Embarking on a journey  

We are often heard explaining that PR is a journey and not a destination. The goal remains to secure consistent results, but the end game is like finding a pot of gold at the end of a rainbow. The goalposts are forever moving with PR and this must be appreciated if businesses want to get the best value from their investment.

Communicating in the right way with audiences will change an organisation for the better. The benefits will be apparent, and they will become more visible over time. Far from being a magic wand, PR relies on the use of tactics over a period of time. It requires a senior team or board to commit, believe and then achieve.

Those companies that are willing to give their all to a programme of activity are also the businesses that will get best value from PR.

Summary

Going right back to the start, when asked what businesses get best value from PR, it is those that:

  1. Believe in PR as a necessary specialism for business
  2. Are willing to invest in consistent brand communication
  3. Practice what they preach and create content that can be trusted
  4. Have a focus on building a brand over time
  5. Deliver an experience for staff, stakeholders and customers alike
  6. Are willing to embark on a journey that will evolve over time

For further information about how Open Comms approaches PR for its clients, please contact a member of the team. 

PUTTING CAUSE RELATED MARKETING INTO PRACTICE

Posted on July 29, 2020 by

Cause related marketing

Whether you believe that charity begins at home or that we should all be more mindful of the bigger picture, when it comes to giving, we all have an opinion.

Over the years it has become expected that brands will contribute to good causes. This could be a local charity or a very specific fund that has personal ramifications for those involved. At the same time, it has meant that businesses need to be more mindful of cause related marketing.

Since the launch of Open Comms back in 2008, we have supported many different organisations for the simple purpose of giving back.

Most of these are based within the Yorkshire region and we have chosen them as they are relevant to the business and our wider team. At the same time, we have also supported our clients to do the same. In some instances, this has meant setting a strategy which allows these companies to put cause related marketing into practice.

Finding a cause

How a business chooses a cause is the first step. It may be that there is a shortlist of initiatives and organisations that employees can choose from. The benefit to this being that a company gets the support of its colleagues.

Alternatively, there may be someone with a very personal reason for proposing an initiative and the company agrees for this to become the charity of the year.

Many organisations have a specific schedule in place when it comes to charitable donations. This means they can raise donations and offer support over a given timeframe. As well as creating focus, this provides a chance to review the partnerships.

Some third sector organisations have very structured programmes in place, whereas others are less formal. The best approach for all depends on what each brand wants to achieve as a result of the association.

What contribution to make

There are organisations that will donate a percentage of takings or associated resource from staff to their chosen cause.

We’ve noticed a shift over the years. Once upon a time, companies would give employees the chance to offer their services for free. Now, more than ever, a financial contribution or help with a specific project have become more beneficial.

Like many things in business, it goes back to setting objectives. Although giving to charity can create a warm buzz, it also needs to deliver a result. Working with the right charities means organisations can have a longer-lasting impact for that cause.

Communication surrounding cause related marketing

There is no doubt that when it is right, a partnership between a private company and charity should be communicated. Where this becomes a problem is when the shift is clearly more about promotion than genuine philanthropy.

Any organisation that wants to get involved in cause related marketing needs to do so for the right reasons. If making a real difference to the charity is what the activity is about then the PR will follow. Genuine and honest communication always delivers greater results than forced associations and stories.

Not only do journalists see through giving for the wrong reasons, but consumers do too. The last thing a business needs is to give to a charity and lose customers as a consequence.

This is why planning is so important, starting with choosing the right cause for all involved. The biggest mistake we see from brands is jumping on the band wagon. It is dangerous and often a knee-jerk reaction to something that has already run its course.

Being mindful of these pitfalls is a must when putting cause related marketing into practice.

Getting the messaging right

During the planning stages being specific about the messaging for each audience will help. This gives people a clear understanding of why a business is getting involved in cause related marketing. It will set out the rationale, objectives and what the company hopes to achieve at each stage. Also, whether the partnership is longer term or a one-off.

Providing a context for internal colleagues, stakeholders and customers will create focus for each.

It is likely the messaging will change slightly for each audience, but the objectives should remain the same. The tone will also need some consideration as it will change from more general comms that are shared. Often we find the tone is lighter when it comes to charitable giving and community based work.

Leveraging PR around cause related marketing

When we work with our clients, we create a strand of activity that focuses on community work and charitable giving. This sits very squarely within cause related marketing. It means that when the brands we work with are involved in a charitable activity, we ensure everyone involved gets the profile they deserve.

A number of years ago I met with a charity that explained they were struggling because businesses were scared to promote their associations. The feeling being that if they were to secure coverage then customers would think this was the only purpose behind their partnership.

We supported the charity with a document which they shared with all corporate partners. It made the point that many third sector companies struggle to put the resource in place that will generate regular PR. As such, they rely on associated coverage from partners.

Far from PR being a negative when it comes to charitable giving, it was a positive for all involved.

What goes around comes around

We’ve always felt that giving was the right thing to do. This will continue at Open Comms as it is one of the values of our business. As just two examples, we are a corporate partner of the Theatre Royal Wakefield and we donate to St Catherine’s in Wakefield each Christmas. We have even been known to take to the fields and to roll in mud for a good cause (picture attached from an event a number of years ago).

As well as knowing that we are doing our part, we make it our mission to encourage others to do the same.

If you are a business and you want to think about how you can give back, then give us a call. We can discuss what causes align with your brand and how you can leverage this to the benefit of all involved.

WRITING COPY WITH AUDIENCES IN MIND

Posted on July 22, 2020 by

Writing copy for an audience

For PR professionals, writing copy with audiences in mind is second nature. It is an everyday task and is a tactic that we use to work towards meeting with client objectives. However, when this becomes the responsibility of a business owner it can be a challenge too far.

When you launch a company, it is up to you to create a brand, develop a product and test a service. This level of control can make it difficult to change your mindset back to thinking about others and their needs first.

Understanding the audience

Writing copy isn’t just about updating a website or creating a newsletter. There needs to be a purpose and call to action. Knowing your audience will give helpful insight that can be used to shape content.

Prospective customers may want to better understand how to use a product. There are often hacks which share multiple uses of an item. This is common in the household cleaning market. For example, it may be a disinfectant which can be rubbed over radiators to become a subtle air freshener.

Thinking slightly differently about content and how useful it will be for the reader will provide focus. Mapping what you want to write and what you hope the audience will get out of it will also help. Consider three things that you want them to take away and set out sub-headings. This will provide structure and purpose.

Effective use of resource

The importance of writing copy with an audience in mind is important, particularly when you consider the lack of resource that most businesses have. Rather than doing something quickly, and therefore badly, time should be allocated to better communicating with audiences.

PR and marketing content should be a priority for every organisation, but this isn’t the case. Communications is mistakenly considered a ‘nice to have’.

Allocating the resource needed to write effective copy will mean the content shared is of a quality representative to the brand. No director would tell someone to put 50 per cent effort into anything and creating content is no different.

Giving people the right amount of time and the opportunity to produce work that they can be proud of will have a far more positive impact on a business.

Using the tools available

Some companies have an impressive website with well curated copy that is uploaded to a blog. They may also have white papers or resources available to download too. Although this content has real value to that business, they fail to share it beyond the site.

What this organisation could do is to share links across relevant social media channels. The copy could also be repurposed as an article for LinkedIn or as small snippets for Twitter and Instagram. Leaving it exclusively on the blog simply reduces the results that could be achieved.

Again, allocating time is essential if a business wants to use social media tools effectively. It is no good to post a link and consider that job done. It is important that these are then monitored and that any comments are captured and responded to.

What this additional effort will do is further showcase what can be achieved when PR becomes a priority.

Accepting things may need to change

Being flexible when it comes to PR is a must. Communications is often about test and measure and that may mean moving the goal posts or going back to the drawing board. It may be that the medium isn’t right or that the social media platform chosen isn’t working as well as expected.

The beauty with PR is that this can be done quickly and easily. Changing direction is not uncommon and can lead to far stronger results. In order for this to happen, those responsible need to accept that things change.

The best return on investment will come from a PR plan and content strategy that evolves over time.

Again, considering the needs of the audience at every stage is key. People mature and so too do brands. Amending the way that you communicate with audiences, and adapting to fit their needs, will encourage greater loyalty over a longer timeframe.

Sharing the results

As a forgotten relative, the results that are achieved through PR should be shared at the highest level. Including figures, audience reach, feedback and measures of success in board papers is just the start.

The metrics to any content strategy will develop over time. This will become apparent from what impact communications have on audiences. Being specific about objectives and campaign KPIs will help with this.

Going back to a call to action, it will become apparent whether people have changed behaviours or purchasing decisions as a result of the way a brand communicates. The results will allow that company to continue with the campaign or adapt to better meet with the objectives set.

Creating communities with purpose

Ultimately, the main reason we write copy for an audience is to encourage an action. We want those reading the content to do something with it. This may be changing opinion, educating them about a company or encouraging someone to purchase.

There are many reasons that directors can use PR to benefit their business. It all depends on the company, its strategy and what it hopes to achieve.

Those brands that get most from PR will be those that focus on creating communities with purpose. This delivers audiences that are far more than figures on a page. They become brand advocates, loyal purchasers and trusted shoppers.

Once a brand has a community in place, this can be used to collate feedback, measure success, trial new products and bolster the bottom line. I don’t know any business that would turn their back on that.

WHAT IS OPEN COMMUNICATIONS?

Posted on July 15, 2020 by

What is Open Communications

Open Communications is a PR agency based in Wakefield. The company was founded almost 12 years ago and was intended to fill a gap in the market. Back then, PR was very much about long lunches and up-selling. We wanted to provide clients with another option; an agency that would focus on results.

Values

Even before we officially launched, we knew that values would play a big part at Open Communications.

We sat down and thought long and hard about what really mattered to us. Thankfully, both founding directors have very similar ideas on what is important when running a business.

The principles of Open Communications were set in stone; to use passion and integrity to deliver outstanding results for our clients. Nothing has changed.

Transparency

As the name would suggest, we wanted to make it clear that we are honest and open. We don’t hide costs or make it our mission to increase budgets for the sake of it. We do our job and we do it well. Providing advice that will deliver results for our clients is what really matters to us.

If we don’t think an idea or concept is right, we will tell our clients. It’s not always comfortable but it’s the right thing to do.

It may be that we are a Yorkshire based PR agency and with that comes the ‘straight-talking’ part of what we do. Alternatively, it may just be that we feel this is how we would like to be treated and so put our own expectations into practice.

Relationships

We have worked with some of our clients for more than a decade. With that honour comes huge responsibility. Our clients share confidential information with us, and we don’t take that lightly or for granted.

Over the years we have shared the good times and the bad with the brands we work alongside. Like any company, we prefer it when things are positive, but that simply can’t be the case all the time. There are always going to be ups and downs and we are pleased that we are a trusted partner whatever the situation.

From the get-go, we made it clear we work with and not for our clients. Again, this principle remains today. It has meant we can offer genuine support to the companies that trust us as their preferred PR agency.

Growth

It was 2008 when we launched and the start of a recession. Regardless, we felt that what we had to offer would be of interest. We started with nothing more than a small office, two phones, two laptops and a list of local businesses.

Within a week we had our first client and within the first six months we had secured our first globally recognised brand. Since then we have added numerous companies to the list.

We decided from the outset that we wouldn’t work with competing businesses. Despite criticism, with people believing it would reduce our opportunities, this was a sound decision. It means that we can focus our attentions on meeting with the objectives of one client without any conflict of interest.

Taking this approach has resulted in more than 80 per cent of our new business coming directly from client referral to other businesses. This is a fact we are incredibly proud of.

Experience

Unfortunately, over the years, we have come across far too many businesses that have had a bad experience with PR. It’s not always possible to change people’s minds, but we try.

We would like to think that the organisations that have worked with us have seen what hard work can deliver. There is no guarantee with PR and that can be a hard pill to swallow. That said, if you work with an honest agency, it is often the case that over time you will get a return on investment.

The results we have secured have been impressive and we can hold our head up high with what we have achieved over the years. In fact, we never tire of sharing our results. It’s something we endorse both internally and with our clients.

Tactics

The PR industry has changed since 2008. Social media and digital communications have been a driving force behind this. As well as creating some challenge, this has given us the opportunity to extend our skills.

As well as traditional PR and earned coverage, we also work with owned media and social media channels. Creating compelling content has always been at the heart of what we do, we just have more mediums to choose from.

PR offers an exciting career opportunity for those who have the ambition and determination to achieve. It’s not easy but it’s also certainly not boring!

Future

No one has a crystal ball. Predicting the future is always fraught with danger. However, looking at what has been achieved over the years and the many incredible brands the agency has worked with, the team at Open Communications have a lot to be proud of.

With every new business win also comes new experiences. Each client requires a slightly different approach and the agency will push boundaries and use new and exciting ways to engage with audiences to meet with objectives.

Knowing that, as well as the brands we work with, there are so many companies that we have yet to meet is exciting. Whatever the future holds, we know that it will add to the roller coaster ride that we have enjoyed for more than a decade.

So, going back to the beginning; what is Open Communications? Put simply, what you see is what you get. We use passion, integrity and determination to achieve results that deliver against the objectives set by our clients.

If you would like further information, please call a member of the team www.opencomms.co.uk/

WHY PR BELONGS AROUND THE BOARDROOM TABLE

Posted on July 8, 2020 by

PR deserves a place around the boardroom table

When I first started my career, it was almost unheard of that PR would be represented around the boardroom table. Over the years I’m pleased that in the most part this has been addressed. In this blog, we explore why PR belongs around the boardroom table.

Reputation is the most important asset a company has at its disposal. It can be used to the advantage of an organisation or ignored to the detriment of that brand. The choice lies firmly with the business.

PR is the specialism that ties firmly into the management of that asset.

Establish

When a company launches, it is now common practice for a business to invest in PR. It may be for a one-off project or for a more sustained period. The latter will always deliver stronger results, but it isn’t always possible for every organisation to recognise this from the outset.

The idea behind establishing a brand is to communicate with an audience that will become receptive to its message. How a company chooses to do this is up to them. The approach can be different every time, but the objective remains the same; to educate prospective customers about a product or service.

When we think about how important this one piece of work is, we start to appreciate why these decisions need to be made by senior managers. We are relying on a team of experts to communicate effectively with the chosen audience and in turn evoke a response.

Customers are essential for business. You wouldn’t leave that level of responsibility with just anyone. There is a huge emphasis on trust. As such, the person leading this team needs a seat around the boardroom table.

Maintain

Once a brand has been established, it needs to be maintained. We cannot expect that communicating once with an audience will ever be good enough. In a world where there are marketing messages surrounding us all, we need to gain cut through.

Consistency is fundamental at this stage of the process. Having a clear plan that will give a brand the opportunity to share updates, news and further launches will keep an audience interested. As well as attracting new prospective customers, it’s also about building affinity and resonance with those that have purchased.

The journey with PR never ends. It may take slightly different directions however the idea is to take your customers with you. Brands that create real loyalty are those that do this the best. They are also the ones that recognise the value of PR and its role around the boardroom table.

Build

Brand building comes in many forms. It could be about retaining a fresh image and using current language in all communications. In this example, we are referring to PR and the use of a sustainable plan to build a brand over time.

Having a schedule of activity will allow any company to test an idea, measure the results and review. The beauty of PR is that it evolves over time. Any plan can change at the drop of a hat, so flexibility and being agile is key.

The hardest brands to work with are those that don’t really understand PR or what it is used for. It’s those that consider it to be a ‘nice to have’. Anything that is a nice to have is never going to be a priority and PR should be.

For businesses of all sizes, to manage your communications should be an objective. As well as using media relations and content to educate an audience, PR can also be used during a crisis. This is when companies see the immediate value. It shouldn’t come to that.

Establishing, maintaining and building a reputation 

Establishing, maintaining and building a reputation are all skills that will allow a business to become a success it deserves to be. Having the person or team responsible for that around the boardroom table makes perfect sense.

PR should be considered as important as finance. A company would never function without some knowledge of where the budgets are going. The same can be said for communications. If you are unaware of who is saying what about your business and to whom, perhaps you only have yourself to blame.

Give PR the place it deserves in your business and see how it benefits your bottom line.