Tag: PR agency based in Wakefield

‘WORKING’ IN A WINTER WONDERLAND

It’s not quite how the Christmas classic is remembered, however here at Open Comms we are less walking and more working in a Winter Wonderland!

Unique workspaces

Companies up and down the country seem obsessed with trying to come up with the latest innovative ideas to create the most unique workspaces.

Whether it’s a ping pong table, bean bags, themed break-out areas or the brightest and boldest colour schemes; the latest office trends are certainly a far cry from the more traditional desk, chair and computer.

But is designing a weird and wacky office space, which can often be unnecessary and costly, really the best way to create a positive company culture?

Productivity through place

No matter the layout or features, an office is still an office with one main function; a place where we come to work every day.

Also, could it be argued that these ‘unique’ workspaces are a distraction to employees and only likely to get in the way of their daily tasks? Can companies guarantee productivity will improve or at least remain the same?

There has never been such emphasis on the health and wellbeing of the workforce, irrelevant of the company or sector you work in, so it is understandable that these trends will start to top the to-do list for business owners.

With many organisations having undergone such drastic and expensive changes in recent years, it begs the question – are there much simpler ways to create a positive company culture that encourages people to have fun whilst also working?

Deck the halls!

This is something Open Communications does very well!

I walked into the office on Tuesday morning and was starting the day with a smile on my face. Our headquarters in Wakefield had been transformed into a festive winter wonderland.

The impact was immediate as we all embraced the Christmas spirit, gazing at the tinsel, baubles and trees that had brought the office to life and added some festive sparkle and a touch of magic in each room.

With a client list operating across a wide range of industries, daily life at Open Comms can often be fast paced and no two days are the same, so it is fair to say we are a busy bunch. But ever since our office has been immersed by Christmas decorations, there has been a renewed sense of unity and excitement among the team as we are set to finish what has been an extremely productive year.

I really do believe that celebrating occasions such as this can prove to be hugely benefit, not only to individual employees, but also to a company as a whole.

Keeping a good morale among the workplace will mean people enjoy coming to the office every morning and it adds even more anticipation to the Christmas holidays! The happier the employee, the more productive they’ll be.

We will be working hard as ever but enjoying the run up to the Christmas and New Year break surrounded by our decorations and perhaps just a glass of mulled wine and a mince pie or two!

Merry Christmas from all at Open Communications

HELP JOURNALISTS HELP YOU! A STRUCTURED GUIDE TO FORMATTING PRESS RELEASES

At Open Communications we thrive on delivering result for our clients. The impact of the PR and content marketing campaigns we produce for different brands and businesses can be measured in many ways, but none more so effectively than securing press coverage.

This is the bread and butter of PR!

There is no better way of enhancing an organisations reputation than going straight to the media. And the modest press release still remains an essential tool to make this happen!

The process behind the press release

Although press releases may appear to be straightforward documents, creating a finished article can require a lot of time and work, whether it’s producing a snappy headline; writing the perfect quote for a CEO or seeking final approval from all parties involved. It’s not as easy as it looks.

But once this is all complete, the exciting part begins.

There is no better feeling in PR than sending out a press release to the media, waiting in anticipation to see your hard work shared across multiple news outlets. Conversely, there is no worse feeling than when it doesn’t get any coverage at all.

Creating compelling content   

As journalists are inundated with dozens of press releases every day, you must give them a reason to open your email and then actually read the content inside.

Before you begin writing the press release, you must identify what the most ‘newsworthy’ angle is. This will help you form the headline and introduction to the story and, most importantly, it is what will help the journalist when deciding whether to publish the article or not.

In order to create a news ‘hook’, you need to determine why people would want to read the press release in the first place and then try to make it relevant to as many people as possible. It’s important to remember that you are not just trying to appeal to journalists, but to those who read the publication that they work for.

Newsworthy or not newsworthy that is the question

If a client was completing a significant investment into their business, we’d identify what would appeal to people and encourage them to take time out of their day to click on the article whilst also fulfilling the client’s brief.

Although it may seem obvious to lead with the value of an investment, the impact that this will have on the business may also create an appealing angle and so should not be dismissed.

Hitting the headlines

For instance, a business will want to have a press release written regarding a six-figure investment programme over a 12-month period. Instead of going with a generic investment-led press release, it is worth digging a bit deeper to ask further questions; what are they investing in? How much will the investment be? Will this lead to new job creation?

After initially starting with a story focusing on ‘business announces major investment’, the finished article will have a more enhanced angle, such as ‘x number of IT jobs created following £200,000 investment’.

When a journalist is sent the final email, they will know the story is about job creation in a growing sector following a £200,000 investment. These three aspects will have greater appeal to more media titles than before.

The regional media will be interested in covering it due to the impact the new jobs will have on the local economy; trade media will be attracted to the IT element of the story and the business media will also be pulled in the direction of the investment.

So, not only is more detail revealed about the story just in the headline, but the number of media publications interesting in publishing it will have significantly increased. Ultimately, the final piece should leave you with a newsworthy article that meets with the objectives of all concerned; agency, client and journalist.

Final thoughts

When you manage a press office for a client you can be working on multiple releases at any given time. It’s not just about the content, but as mentioned above, it’s the audience too. Writing with the reader in mind will make all the difference.

A simple tip would be to remember the basics; who, what, when, where and why? If you answer these questions within your first two paragraphs, you should be providing all the information that a journalist needs.

Putting the headline in the subject of the email and making the angle clear will signpost the journalist to exactly what you have to offer. And finally, whenever possible, send an image! The less correspondence a journalist needs to have with you the better your chances are of securing coverage.

CLICK HERE TO FIND OUT HOW OPEN COMMUNICATIONS APPROACHES MEDIA RELATIONS

YORKSHIRE PASSION PACKAGED DIFFERENTLY

I’ve always felt passionate about being from Yorkshire. The distinct accent, rich history, beautiful scenery and, of course, a plentiful choice of pubs are just a few of the many reason why our region really does deserve the moniker ‘God’s Own County’.

As the biggest county in the UK, Yorkshire is home to numerous towns, villages and several major cities, which are all supported by a diverse and growing economy. The region is without question a hotbed for all different kinds of activity.

But one major aspect of Yorkshire that can be overlooked is its vast cultural offering, and the beating heart of this is arguably situated in the district of Wakefield.

Although culture may not be synonymous with this area, this past summer I attended a unique event which is aiming to promote the many different venues, businesses and experiences across Wakefield and the five towns through the impact of providing a positive customer service.

Hosted by the Wakefield Cultural Consortium, the collective of cultural venues and organisations from across the district, the Yorkshire Passion programme comprised two short plays and a film written by globally acclaimed playwright, John Godber.

The first part of the play saw three actors perform a variety of roles in a production that centred around the awful customer service someone experienced during their first visit to Wakefield. After having negative experiences with the district’s taxi drivers, hotel staff, museum tour guides and café owners, the first-time visitor pledged never to visit the area again.

In what was an extremely entertaining and well-acted performance, John Godber and the actors cleverly demonstrated how the people who live and work in the district play a major role in the promotion of the area.

The district currently attracts 8 million visitors that contribute £448 million to the local economy each year, supporting no fewer than 8,000 jobs. These figures are supported through the cultural destinations of Wakefield, which include the The Hepworth Wakefield, Yorkshire Sculpture Park, the National Coal Mining Museum for England, Theatre Royal Wakefield, Xscape Yorkshire and The Art House, to name a few.

The success of these organisations depends on the number of visitors they attract. The programme suggested that if a consistently high level of customer service is provided, this will not only encourage visitors to come back, but also attract new people to the district.

With that being said, the second part of the play saw the three actors play the exact same roles, but this time the first-time visitor experienced extremely positive customer service. The play clearly showed how this visitor was satisfied with his trip to Wakefield and will look to return in the not too distant future.

The message was clear, the people who live and work in Wakefield need to act as ambassadors for their district and show off all that it has to offer.

For someone who has lived in this district all his life, I had no idea that there was such a rich and diverse mix of cultural destinations on offer.

A campaign for the collective good

We were pleased to be asked to attend a very special launch this week, which took place at the Hepworth Art Gallery in Wakefield on Monday morning. Along with a room full of business people we were told about a new initiative which will ask businesses to contribute a fixed fee to become part of the Bondholder, the Diamond Scheme.

Taking learnings from Hull, which has successfully implemented a similar campaign for the last ten years, Wakefield will call upon businesses to invest their money in order to create a fund which will then be used to market the city locally, regionally and beyond. As a PR agency based in Wakefield this idea was clearly of great interest to us.

Each company that chooses to take part will receive a series of benefits including marketing materials, access to an online procurement platform and special sector specific networking events and breakfast briefings. Larger companies will also benefit as this could form part of their corporate social responsible due to the very nature of the Scheme.

The reason it is more interesting than ‘just another initiative’ is that the Scheme has been developed by public and private sector business. Not only that but a panel of 12 ambassadors will manage the ‘cash pot’ and decide where the funds should be invested – providing a completely impartial and transparent procurement process.

Needless to say this creates opportunities for Wakefield based companies to support the district, raise its profile beyond the M62 and also encourage investment locally, after all these are the businesses that share a passion for the area and have first class experience of what it has to offer.

I really like this idea and am pleased at last that Wakefield as a collective are getting off their bottom and doing something to raise the profile of the district, after all it has a huge amount to offer.  It will be interesting to see how many businesses come forward to support the initiative and I hope that those who have committed verbally will do so.

As a Wakefield based PR agency we talk a lot in the office about what more could be done to promote the district and we are hoping that the Bondholder, the Diamond Scheme will deliver on its promises to do just that. There is a hub of creative businesses within Wakefield and the five towns and the biggest frustration is that the area has so much potential but doesn’t shout about its success!

As always with things like this there are questions to be answered but at the very least something is happening that could just turn the tables for Wakefield and change perceptions about the city, which after all has a rich cultural, leisure, business and retail offering.

As the agency that supported the launch of this Scheme and secured coverage throughout regional media, we  will be watching this Scheme closely and will provide readers of our blog with updates. I’m hoping that they will be positive and other cities will be using Wakefield as an example of best practice in the months and years to come.