Author: Lindsey Davies

WRITING COPY WITH AUDIENCES IN MIND

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?

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

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.

THE REAL VALUE OF EARNED MEDIA

Earned media

When we ask what the real value of earned media is, we first need to clarify what it is. Keeping it simple, earned media is press coverage. This can be in the paper, on the radio or TV. It can be in print or online. Fundamentally, it is content that has been shared by a brand and used by a journalist.

This process is nothing new. In fact, it is often referred to as traditional PR. At Open Comms it is one of the tactics we use as part of the press office function we deliver for clients. We collate all necessary information, find an angle, draft a story and distribute.

Sounds simple but there’s a little more to it than that.  

Interestingly, over recent years, the value of earned content has been a topic for much discussion. There are many benefits to securing coverage and brands are recognising the positive impact this has on business.

Earned media is Editorial

It is important to make it clear, earned media is not advertising.

Earned media is editorial and that means that there is no cost to the journalist or brand to use the article you have supplied. When it comes to advertising a brand will pay for space. With earned media, it is up to the journalist to choose whether to use what has been supplied or not.

As such, with earned media, there is no guarantee of coverage.

Creating Credibility

With coverage comes a perceived credibility. The papers, outlets and platforms that we target are all of a quality that our clients would expect. We don’t send content to anyone and everyone. It’s about being more specific and finding the outlets that an audience will access.

Given that a journalist has to verify the copy and choose to use it, this adds further governance and value to the results.

Real Influence

I was reading 2019 Global Comms Report: ‘the Path to Progress’ by PRWeek and Cision. Within the findings was that 60 per cent of respondents to a survey globally felt that journalists have the most powerful voice of any influencer.

That’s big figures and big news for brands.

When you think about it, it makes perfect sense. Much of the information we form our opinions on is first shared by the media. This gives huge power and responsibility to news outlets. It also means that the headlines shared are capturing the attention of the readers and viewers every day.

There is no doubt that the media is a tool to be respected but also accessed. In turn, it isn’t difficult to see the real value in earned media.

Capitalising on Audience Reach

Although the circulations of newspapers may be declining that doesn’t necessarily mean they hold less value. Almost all titles will have a digital version and just like print, they share earned content too.

In fact, when a story is shared in print and online, the reach can be particularly impressive. In some instances, it can reach millions of readers.

Conversely, when you want to communicate with a niche audience, it’s better to speak to a thousand relevant readers than a million that are disengaged. In this instance, we would target a specialist trade media.

The opportunity being that earned media gives you the choice to engage with the most relevant outlets for your audiences.

Harnessing the Value of Earned Media

Many PR’s, ourselves included, would say that earned media is our bread and butter. That isn’t to underestimate its worth. As mentioned above, the results can have a massive impact on the performance of a business.

Just some of the benefits to earned media are as follows:

  • Raising the profile of a business
  • Launching a product
  • Securing share of voice where it matters most
  • Positioning a person or business as an industry expert
  • Gaining credibility as subject matter experts
  • Managing communications throughout a crisis

These are just a handful of the benefits to having a plan in place that will allow you to secure earned media coverage.

Gaining Access to Earned Media

In order to access earned media, and the benefits it will deliver, the first thing to do is to recognise the value in PR. It is, after all, the specialism that is most responsible for earned media. As such, a business should either hire an expert inhouse or work with an agency.

What you need is a plan which outlines the stories that you have to share. They must be relevant and right for each publication. Far too often, journalists will receive content that isn’t relevant or that has no news angle. Not only does this make their job harder, but ours too!

PR has a bad reputation for sharing irrelevant content that has one purpose; to promote a business. While this is often an objective, there as to be a real reason someone wants to read what a client has to say.

Go back to the beginning and question the relevance of each story you have to share. It’s then a case of identifying your target media, drafting the content, securing a good quality picture and distributing.  

As is often the case with PR, it all sounds very straight forward. The challenge comes when you realise there are thousands of brands doing the same. The quality of your content has to compete and secure space, which is often limited.

Calling on the Professionals

With decades of experience between us, we manage earned media for all of our clients. There isn’t a single brand we work with where this isn’t an objective. It is what we do.

If you would like to speak to us about how we would approach this for your business, please do give us a call.

MAKING BRAND MESSAGING ACCESSIBLE

Making brand messaging accessible

Open Communications is a PR agency based in Wakefield, West Yorkshire. Working with a range of businesses across a variety of sectors, it is our job to make their brand messaging accessible. This in turn ensures that we secure the results they deserve.

Every brief is different and therefore every approach requires our undivided attention.

The basic principles of PR are to increase the profile of a business and manage its reputation. Easier said than done. We work with a toolkit of tactics to deliver against the objectives that we are set.

Fundamentally, we make sure that our clients’ messaging is accessible to their audiences so they can secure sales and growth.

Where and when

When we receive a brief, we breakdown the objectives so that we can see where we need to communicate and when. This requires us to look at all of the different options that are available to us. This means we can make brand messaging as accessible as possible.

As mentioned, one-size-does-not-fit-all. That is why we handle each client exclusively. We don’t work with brands in competing sectors, so it isn’t as if we have models that can be rolled out. That being said, we do have nearly twelve years of proven results to call upon.

If we are to get the best return on investment for our clients, we need to think about where their audiences are accessing information. This could be a combination of outlets and news sources.

Online or in print

In a world where we are bombarded with content, it would no longer make sense to assume that any audience relies on one medium. Most people find that they have preferred sources and then those that are supplementary.

Some people like to read a newspaper while others rely on radio, TV or social media. This gives them the updates on what is going on in the world where it suits them best.

It is up to us to create a PR strategy that will allow our clients to share their messages across a range of outlets.

Achieving reach

The reason that we consider multiple communications channels is that this gives us the chance to reach the largest audience possible. This doesn’t mean that we expect every client to be mass market. It just means that we can share content and repurpose it so that it can be seen numerous times.

This gives as many people as possible the chance to read it . It also means those that see it have more opportunity to digest it. Furthermore, when a message is shared consistently, it allows a brand to educate an audience about their products and services.

Being specific

Although the purpose is to reach the largest audience, they still have to be relevant and right. In some cases, choosing a niche outlet with thousands of readers, visitors or followers will be far more useful than an outlet with millions.

The rationale behind this is that to communicate with those that resonate will have a stronger impact. So, the likelihood of a piece of content leading to an action is far more likely.

PR is used to share stories about a brand or business that give consumers the information they need to make informed decisions. Choosing the right combination of relevant outlets will enhance results and return on investment.

Complementary channels

Being specific about the audience, message and channel may be the perfect combination but ensuring these are complementary is also a factor. There is no point in targeting consumer media but then sharing the same messaging on business to business or trade channels.

The point is to make sure that the messages shared are done so in the right way. This requires thought about language and tone of voice. Although you may be sharing the same message, it will be done so differently across consumer and business to business mediums.

PR is like a complicated jigsaw or puzzle. Getting all of the elements right can be a struggle but once you get there the results will follow.

Frequency and consistency

Making messaging accessible isn’t as simple as people may first think. There are a number of elements to take into account. In addition to those shared above, the frequency and consistency of the communications needs to be agreed.

There is a fine balance between providing opportunity for the audience to see and share a message and creating brand fatigue. A PR strategy should take this into account; providing a clear timeline for when and where to communicate in order to reach the relevant audience is a good starting point.

For further help with how you can ensure your brand messages are accessible, call Open Communications on tel. 01924 862477 or email info@opencomms.co.uk

WHAT IS A CONTENT STRATEGY?

Creating a content strategy

As with many phrases that are industry specific, people often ask us what is a content strategy? The simple answer is that it is a plan which supports what information you will share, where and with whom.

There is a misconception that marketing and communication for a business is easy. You simply talk to the right people, at the right time and in the right place. Ok. In principle that is correct. In practice it takes a great deal more thought, time and effort than that.

Audience mapping

The first challenge is to define your audience groups. This can be more difficult than it initially appears. The reality being that once you are honest about who your customers are, the rest will follow.

Knowing who is purchasing your product or service is key. This doesn’t mean that this will be your audience forever. It is possible to have a captive audience, preferred target and aspirational community.

This is where PR can be really beneficial.

You see, nothing is fixed. The idea that you put together a plan and that it never changes would be absurd to anyone working in the specialism. Much of what we do is about test and measure. Even when you get the results you are looking for the strategy will need tweaking to make sure the plan evolves alongside the business.

Getting the messaging right

The next step in preparing a content strategy is getting the message right. Consistency is really important if what you want your communications to resonate with your audience. Keep it simple. Don’t overcomplicate what you are trying to say to sound intelligent.

This is one of the most common pitfalls with companies that want to engage with their prospects. The belief is that using big words and jargon-laden phrases will impress. The truth is that people don’t have the time to digest what you are trying to say.

Getting straight to the point and showcasing expertise in the examples you share will work far better than writing like you have swallowed a thesaurus.

Choosing the medium

We have more opportunity to communicate than ever before. As well as printed marketing materials and company websites, we also have newspapers, broadcast (TV and radio) and social media channels.

The trick is to identify what mediums your audience(s) will be most likely to access on a regular basis.

Putting your message in the right place is what makes PR so powerful. It allows you to speak directly to those that you hope will buy your product.

Going back to mapping, think very carefully about where to put your energies. Businesses can find PR overwhelming because there is so much to do. Breaking this down into bite-sized chunks and being honest about where your customers access information will make life simpler.

Timings  

Timing is critical when it comes to getting the best results from PR. If you have a product that you sell directly to consumers, then you may want to consider how soon you can make announcements about new products.

With some of the clients we work with, we are planning more than six months in advance. It seems inconceivable but in February we are planning for Halloween and Christmas. This is because consumer publications work so far in advance.

With business to business, it’s essential that you keep abreast of the wider media agenda. Even local events that are taking place could command space within a newspaper that may otherwise have been allocated to your story.

Think about what is happening, key dates throughout the year and the local and wider media agenda. Identify the times that would give you the best opportunities to share your message with the right people.

Don’t choose those that will be most popular. All you will do is make your job harder than it needs to be. Think about your angle, the news you want to share and then draft the content for that specific medium with your audience in mind.

Pulling the plan together

Once you have covered the above, it’s time to pull it all together. This is where you start to see a content strategy unfold.

There is no need to purchase expensive software or to find impressive charts. Use an excel document with relevant columns; audience, message, medium and timings throughout the year.

Once you have populated your spreadsheet, you can identify any gaps. This will give you the chance to think carefully about what you want to do in this space. It may be that greater thought needs to be given to this or that it is a longer-term objective.

The devil is in the detail

Content strategies will evolve quickly. You will see what your audience is most receptive to and you can do more of that. Equally, you will see what they choose to ignore, and the time spent on this can be redirected accordingly.

Make sure to review your content strategy regularly, then you know you have a document you can work from that will deliver results.

Alternatively, call an agency and get the professional help and support that you need. PR may not be a dark art, but it is an essential and business critical tool for those that want to succeed and expand.

USING LINKEDIN TO BENEFIT BUSINESS

Using LinkedIn to benefit business

I have been a fan of LinkedIn for some time now and use it to benefit our business. I like that it is for business and that this target audience has remained consistent. There is no ambiguity or trying to be all things to all people, it is a platform to communicate with professionals. 

It’s fair to say that the functionality hasn’t always been the best. Some of the updates have been infuriating at best and damn right irritating at worst. However, it has remained a space to share, discuss and debate.

As a business owner, I find LinkedIn is a community of people that I can trust. Given that you have to accept a request to connect, I can take ownership of those I want to converse with. As each person has a profile with a biog, I can have further confidence they are the right contacts for me.

Using LinkedIn to benefit business

I was once in a meeting with a client and suggested they update their LinkedIn profile. They were a little hesitant at first, but after explaining that they could connect with people they wanted to reach more easily, they agreed.

After a few updates, an appropriate picture and some keywords we were done. It took around half an hour. Before the end of the meeting, the client had six new contacts and a meeting in the diary.

LinkedIn isn’t difficult to use. It takes time and that is where most people lose interest. They don’t see the value in spending hours scrolling through content or uploading posts.

The truth is, you don’t have to.

Set aside half an hour each day to review the content your contacts have shared and when it’s appropriate to do so, share your own updates. It may be a link to an article you found interesting or some good news about your business.

Keeping it simple

As with most social platforms, keeping it simple will give others the time to read and digest your updates. It’s then up to them whether they then share, like or scroll on from that post.

Adding imagery will always attract more interest, so a good picture is certainly worthwhile.

We often come across companies that don’t feel they have the right content to share on LinkedIn. In this instance, I always suggest looking at the personalities in the business. There are often characters that have a story to share in an organisation, but too often they remain behind closed doors.

LinkedIn is a perfect platform to provide an insight into those that keep the operation going; whether it be the cleaner, driver, machine operator, finance director or MD. Everyone has something to offer.

Shared interests  

One of the easiest ways to find people with shared interests is to look in groups. These are sub-communities that have been set up. You can scroll through and find those that are most relevant.

In my case, it is often those specific to PR or to communications. I am also involved with the Yorkshire Mafia too. A group that was set up by a client some years ago and now has more than 23,000 members.

With groups you know that the people you are engaging with, and the topics they are likely to discuss, will be of interest. If they aren’t, simply leave the group and find another that you feel is better equipped with content that you can read and share.

Creating credible copy

One of the functions of LinkedIn is the ability to share articles from a personal account. As a writer, I find this really valuable. For me, this is an opportunity to share my knowledge and experience. It gives people the confidence to know that I have delivered results for my clients and I know what I’m talking about.

The beauty of articles is also that you can see how many people have engaged with that piece of content. This then allows you to extend your audience reach. If someone shares an article or tags another contact into it, then it will be seen by their contacts too.

I once wrote an article about being a business in Wakefield. It took me around half an hour to write and reached hundreds of people. It also gave my connections an insight into the reasons we chose the city as the location for our company and by association, any local companies were reminded we were there.

Attracting talent

Company pages on LinkedIn are a great way to attract talent. This is one of the reasons that recruiters spend so much money with the platform. It is a great way to identify those that are at the top of their game.

Professionals that use LinkedIn well are also those that will attract attention from companies. As a business, we use LinkedIn to identify potential candidates for roles that we have. It makes sense. Irrelevant of how long you have been in the industry, keeping your online CV up to date is essential.

When I worked for other agencies, I was approached on numerous occasions thanks to my LinkedIn profile. Now it’s more about extending my community online, but the same theory applies. Keeping my experience and content up to date means people know more about me before sending an invite to connect.

Don’t be dismissive

Creating a LinkedIn profile is just the start. Keeping it up to date is what matters most. Don’t create an account for it to become dormant. It will do you more harm than good.

Set aside some time that is dedicated to your communications. It’s easier said than done I know, but it is important. Friday afternoons are often an opportunity for people to review their online profile and to share an update.

However, or whenever you choose to review and update the important point is that you do it. No excuses and no assumption that it doesn’t really matter. Communications are business critical. This is a chance to showcase your skills and experience to the world. That isn’t something to be dismissive about.

Relevance

Remember, LinkedIn is for business. There are the odd occasions that this line is blurred, however best practice is to keep personal off this platform.

To make updates more manageable, have LinkedIn at the back of your mind. As well as sharing links to news updates, think differently about the stories you hear in the office. If it is relevant and appropriate, then spend five minutes putting together a short post to share with a picture.

You will be surprised at the engagement you get from office-based posts. These are often the updates that receive most likes or shares. The reason being that they provide an insight behind closed doors and they add personality.

People are intrigued by business. They probably know what products you sell, and they could go to the website for further info’, but who is involved is a different matter. Some of our clients do this very well and have huge success from sharing short stories from staff.

Test and measure

As I said at the start of this post, I am a huge advocate of LinkedIn. I always recommend to my clients that they update their profile and that they use company pages where it is appropriate and will add value.

If you are hesitant, then test and measure. The benefits of social channels are that they are cost effective. There is no cash investment required to set up a basic LinkedIn page – professional or company.

As such, it is worth setting up a profile and seeing who you can connect with. I think you might be pleasantly surprised.

WHAT I LOVE MOST ABOUT WORKING IN PR

What I love most about working in PR

Since earlier this year, I have had a lot of time to think about what I love most about working in PR. I’m not entering a mid-life crisis, although I am quickly approaching 40. My husband and I have adopted a baby.

This life-changing moment in our lives has given us both the chance to look back, as well as forward. During these last few months, I’ve been reassessing my priorities. Although family have always come first, I really appreciate the importance of work to me now too.

I thought it might be useful to share more about what I love most after more than two decades in the industry.

 

Variety

The first thing I love about PR is that no two days are ever the same. I’m not the kind of person that manages well with monotony or jobs that come with rigorous and defined process. What I enjoy is the variety of clients, objectives and tactics that we get to work with every day.

It could be a campaign to launch a new snack or a crisis that has the potential to bring a business to its knees. PR is a specialism with many benefits and that means we need to be on our toes. It’s not a job that you can plan for and know what’s going to happen each day.

There is always a list of things that you know will need completing, but there’s also the unexpected tasks that invariably impact on our working week too.

We have the pleasure of managing accounts for a huge array of clients and that supports variety. They all need something different and that makes PR really exciting.

 

Challenge

I wouldn’t say that PR is for the faint-hearted. It never stops. Never sleeps. Cannot be ignored. Putting you head in the sand when you work in PR is not an option.

Managing the press office for a number of clients is a challenge in itself. After all, how many people can say they are trusted with a brands reputation? It is arguably the biggest asset an organisation has.

Add campaigns, crisis, marketing materials and social media posts to the mix and you have a complex balance to manage every week. An old director of mine once said PR is like spinning plates, and I agree. Making sure they don’t fall certainly keeps the blood pumping.

 

Meeting people

It helps to be sociable when you work in PR. It isn’t a prerequisite; however, it does make life easier.

With colleagues, clients and journalists to work with, you need to be able to get on with others. That’s even before you consider influencers, partners, suppliers and brand buddies.

The positive to this is that you get to meet some really interesting people. As well as famous celebrities, I’ve met individuals that have had a profound impact on my life. Those that have taught me life lessons I will never forget. In addition, I’ve made some life-long friends.

I don’t think that is something that you should discard or take for granted. A career in PR will create experiences like few others and that’s another reason I love it.

 

A sense of achievement

In my opinion, it’s time to look for a new job when you stop getting excited by the results you can achieve in PR. Securing coverage, attracting an audience, featuring on broadcast, creating campaigns that get people talking. It’s all part of the mix.

I love that feeling of butterflies when you know something has gone well and you get the chance to share your achievements with clients and colleagues.

It’s not about showing off. It is about being proud of what you have achieved and knowing that you’ve done a good job. There are few better feelings.

 

Shared success

At Open Comms we have clients that have trusted us for years. As such, we have shared in their success. The reward that comes from this can be quite overwhelming. Whether it’s a charity that has changed beyond recognition or a brand that launched and is now a multi-million-pound business. Each client we work with gets our full attention.

Knowing that your efforts and hard graft has delivered for a business is genuinely fulfilling. PR is a specialism that can change opinion. It can influence decision. Grab attention. Provide a brand with purpose.

All of these things make it an incredibly powerful tool and that is a further example of what I love most about working in PR.

WHAT KIND OF BUSINESSES BENEFIT FROM PR?

What businesses benefit from PR

When we ask the question ‘what kind of businesses benefit from PR?’, we are making certain assumptions that organisations fit neatly into boxes.

It is presumed that those most likely to benefit will sell products direct to consumers or have huge budgets to invest. The good news is that neither of these are strictly true.

Companies or all sizes and sectors can benefit from PR. They could be business to consumer, business to business or third sector. The trick is to make sure that the strategy behind the schedule of activity and tactics chosen will deliver against objectives.

Setting objectives

We’ve said it before, and we will say it again; businesses must set clear objectives if they are to secure the return on investment they expect from PR. Without targets in place, agencies have nothing to compare results against. There is no benchmark of good or bad, success or failure.

Any organisation that is going to spend the time and money required to implement an effective PR strategy should start with what they want to achieve. Irrelevant of sector or target audience, there needs to be some clarity when it comes to what constitutes an outcome to be celebrated.

Sector specific

It is true that some sectors have embraced PR with open arms, seeing the benefits that it delivers. Take FMCG (fast moving consumer goods). Many brands within this marketplace will implement a PR strategy from launch. They will also benefit from the results that this delivers long beyond.

The argument is that these businesses have a captive audience and often a mass market to communicate with. Perhaps this is the case, however they have also recognised the benefits that can be achieved through PR. This is the first step to setting strong foundations for any brand.

In contrast, consider manufacturing. This is huge and varied industry. Whatever the company is making, in my experience too many businesses are missing out by believing that PR will add no value.

Far too frequently, I hear people say that their audience wouldn’t be interested or that their products are too niche.

This is where PR is underestimated. As a specialism that is used to communicate, it can also be used to target many different audiences. This may be internal colleagues, stakeholders, investors, board members or future talent.

Remembering to communicate effectively with those that matter to a business most should never be over-looked.

When it doesn’t work

We work across a range of sectors from retail to print, confectionery to third sector. We have always said that if we couldn’t deliver for a business, we would let them know. There is no point in taking on a brief that isn’t going to work. Worst still, taking someone’s money knowing you will deliver no results.

In eleven years, I can count on one hand the number of times we have had to have this conversation. It isn’t because PR wouldn’t work, but because the approach or tactics the client wanted to use didn’t fit with our recommendations.

There are so many different tactics you can choose when you work in PR. As well as being a blessing this can be a challenge. It is our job to use those that will deliver a consistent return but there are occasions when a brand will want to do things their way.

All we can do is offer honest advice and that’s what we do.

Getting the tactics right

With a toolkit of tactics, we are in a very fortunate position to be able to curate a campaign that is specific to each client. There is no one-size-fits-all in PR. We have to think long and hard about what we can do to make the brands we work with stand out from the crowd.

Thanks to experience, we are able to do this. We work with our clients to make sure they get the very best value – and consistent results – from the campaigns and year-round programmes we deliver.

It may be a press office, which ensures these brands are featured regularly in the news. It could be shared content that reiterates expertise and builds trust. It might be social media posts that engage with a specific audience and build a community. Or, all of the above and more!

Relying on experts will make life easier and results quicker. There is always an element of test and measure with PR. Knowing you can change approach at any time limits risk, which is a further benefit to PR.

Making the most of what you have

PR is one of the most cost-effective marketing tools there is. That isn’t to say it is ‘cheap’ or easy. The truth is that it takes time, and time is money. However, when you get it right the results will have a positive impact on your business and its bottom line.

Building profile, securing coverage, increasing online presence, managing a crisis, preparing for a product launch, consistently communicating with customers – these all fit under the umbrella of PR.

As a business, when I look at where we will invest, I consider the impact that product or service will deliver. Should other companies do the same when it comes to PR, I am sure that many more brands would be benefitting. Whatever sector, I am confident that most organisations would benefit from PR.

It is a specialism that should be taken as seriously as finance. PR is still about managing the reputation of a brand and business. Arguably, the most valuable asset of any organisation. If ever there was a more significant reason to consider PR, this has to be it.

For further information about how we work with businesses of all sizes to deliver against their objectives please contact Open Communications on tel. 01924 862477.

WHAT A BRAND CAN EXPECT FROM PR

What a brand can expect from PR

The most common question we get asked, is what a brand can expect from PR? It isn’t quite that simple to answer, but that doesn’t mean there aren’t some obvious returns. As long as the brief is specific, the objective clear and the budgets available, then you should expect results.

PR isn’t simply about drafting copy and getting it in the paper. It is one tactic, yet not the sum of the whole. When you invest in a PR practitioner or an agency you should set specific objectives. You need to be absolutely clear about what you want to achieve.

Far too often, a company will say that they need PR with no explanation as to why? Knowing what you want as an outcome gives those working on a project or year-round strategy some focus and direction.

Consistent message

PR allows you to share a consistent message, with multiple audiences, across a range of platforms. Depending on how your targets are most likely to find information, a PR will ensure your products feature in that space.

It may be drafting regular press releases that are shared with the media. It may be uploading content to a blog. Sharing engaging updates across social media channels. Providing access to a monthly podcast. Whatever the tactic that is chosen, the focus should always be on sharing a consistent message.

As well as becoming synonymous with a brand, it will mean that this information can be used to educate your audience. They will better understand your products and over time, your business too.

Tone of voice

Deciding on a tone of voice can be a challenge for brands. It can be difficult for someone to think about their business as they would a person. What would it sound like? If you met your product in the pub, what language would it use? How would it choose to interact with others?

Some will think this is a silly ‘game’ and not worth the effort. The reality is that when you see the results from brands that have got it right, it suddenly becomes very worthwhile.

Thinking about the words that you would and would not use. The technical terms and jargon. The approach of being friendly or factual. Considering how a business will come across should not be underestimated.

The best part about getting the tone right, is that once it is there, it will become second nature. It will also appeal to an audience that can resonate with your message. This is incredibly powerful.

Recognition

Again, this is just one tactic, however awards can bring great credibility. They are also an opportunity to celebrate and to claim the recognition you deserve. Too often, companies think of awards as ‘blowing their own trumpet.

In contrast, they are an opportunity for team building and extending thanks to colleagues. I have never in my career had a client be disappointed at winning an award. Not winning, of course. The truth being that if you don’t enter the outcome is only going one way!

The trick is to find the awards that will raise your profile in the right places. They should be delivered by reputable organisations and come with some credibility. Many of these awards have been running for years and are hosted by media companies. They have a phased process of entry, shortlist and event. These are the types of awards we consider for our clients.

If you get a call from an organisation to say you have won something, yet you didn’t enter, think long and hard before you accept. Chances are you will have to pay, and I would question whether the outcome is worth the investment.

Personality

PR gives a business the chance to add some personality. Again, this can be overlooked. People don’t want to buy from faceless brands. They want to better understand those behind the business and what makes them tick.

Adding a back story is always a good idea. It allows an audience to feel that they are more than a purchaser. Overtime, the objective should be to build a community of like-minded followers. Once this is the case, you then have a captive audience to engage with.

It isn’t about sell, sell, sell. Adding some personality to an organisation is a great way to detract from this. We were responsible for some personal posts for Myers Group and they really got to the heart of the business.

The stories that each individual had to share – including the MD’s – were honest and funny! A great combination when this content was shared on the website and across social posts. Not only did they attract attention, but also encouraged engagement.

An audience

Without an audience there will be no sales. Without sales, there is no business!

Identifying targets can be tricky. It isn’t always as simple as to suggest one size that fits all. This is why a mapping exercise will help.

Once you do have your audiences, you can start to communicate with them using PR in a way that will be most receptive.

This is where the beauty of PR really does come out in all its glory. Like many marketing disciplines, PR uses an element of trial and error. This is why we have a toolkit of tactics to choose from. It’s a blessing rather than a curse.

The way we work is to put in place a strategy that will evolve over time. What we ask of our clients is that they are willing to be flexible and to attempt new things. Even those that may make them feel a little uncomfortable. We wouldn’t make recommendations if we didn’t feel they would work.

Results

If you are working with the right practitioner or agency, then you will start to see results. The profile of your business will increase. People will start to chat to you about the latest news they have read. Business associates will comment, like and share your content. Associates will start to follow your social media channels. You will have the chance to celebrate awards with colleagues.

What a brand can expect from PR, depends entirely on its objectives. The greatest benefit being that PR can be so many different things, to so many different people. There is however one thing for certain, a return on investment should be a given!