Author: Lindsey Davies

RAISING A TOAST ON YORKSHIRE DAY

Posted on August 3, 2017 by Lindsey Davies

Image source: Chris Wallbank www.chriswallbank.co.uk

The beautiful scenery, rolling hills, rich history and heritage and wonderful stories that people have to share are just some of the things that make Yorkshire a region that you can be proud to call your home.

Having lived here all of my life, despite moving from North Yorkshire to West Yorkshire when I was younger, it never ceases to amaze me. We have so much to offer, not least some of the UK’s leading brands, businesses and talent.

That’s why it is no surprise that we have a day that is dedicated to the region, something that we can call our own and that now receives attention from the national media. There were many celebrations going on, with different activities planned but we decided to show our support for our client, the Yorkshire Mafia (YM).

A great organisation, the YM now has more than 22,000 pre-approved members. It started as a LinkedIn Group and simply went from there. It now hosts a year-round schedule of events which include Buy Yorkshire, the largest business to business event in the North.

And so, it was off to Blackhouse, a restaurant in Leeds which I have often been to and class as one of my all-time favourites. Champagne awaiting, we arrived to a bar jam-packed with people. It was great to see that so many people had taken the time to venture out on a sunny Tuesday evening.

The chatter was buzzing and the drinks flowing, it wasn’t long before we came across some friendly faces. There was a real mix of people that we know from the past and those that mentioned it was their first experience of the YM.

Needless to say, the impression that they had was positive, which was good. With more than 200 people at the event it was busy but that didn’t seem to impact too much on the bar, which was awash with thirsty revellers.

Looking around the room, I got to thinking about what makes Yorkshire so special and it’s often said that it’s the people and I have to agree. Everyone was smiling and friendly, as they should be at an event where the purpose is to meet, share and learn.

I was pleased that people following the YM code of conduct and didn’t go around thrusting business cards into sweaty palms whilst announcing that ‘we have synergy’, quite the opposite. I had the chance to speak to some really interesting people, many of whom had just started their own businesses.

Understanding the challenges that you come across when you launch a business, having been there almost nine years ago (I know, where has that gone!?), we got chatting and before long were guffawing about the ups and downs of becoming unemployable as a result of working for yourself.

Overall the event was a huge success and I made some new contacts, one that I am already planning to introduce to a client after seeing first-hand the work that they do and the approach that they take.

I have always enjoyed the YM evenings and will continue to do so, but there was something extra special about this particular one, perhaps because we were all there for the same reason; to get out and meet new people while celebrating the one thing we already had in common, Gods own county, Yorkshire.

Ten years on: what a difference a decade makes

Posted on July 14, 2017 by Lindsey Davies

Image from thefonemaster.eu

As the iPhone celebrates ten-years, we look back and see what a difference a decade makes. After all, once upon a time we had mobile phones to make telephone calls – simple – but now we consider them a lifeline and an essential tool to support our daily lives.

Many of us take for granted the myriad of apps that we can download, as we’ve come to expect that there will be a world wide web full of information at our fingertips, but as sales of the iPhone exceed one billion, making Apple the most valuable business on the globe, is there a darker side to the tech that we rely on?

A study by Deloitte in 2016 found that four out of every five people have a smart phone, that’s a huge number and it just proves that we have all become somewhat dependent on our electronic devices. The study also went on to say that with the fear of missing out means that we access our phones during the morning, noon and night with many people admitting that they check their screens as soon as they wake up.

I also read an article recently which said that children no longer use their imaginations in the same way as their parents did as they never have the chance to get bored. What an awful thought. The impact of technology means that children are constantly amused and as such don’t need to make things up or create new games – it’s all done for them.

When the iPhone first launched Steve Jobs was quoted as saying “This is only the beginning”, and perhaps retrospectively this was a huge understatement as consumers eagerly anticipate the launch of the iPhone 8, which will bring with it further user benefits.

No longer is it good enough that we can research, engage, share, photograph, navigate and video using our phones, we expect even more from them, further embedding them into our everyday lives.

What we seem to ignore, while we await the next big thing in technology, is that phones aren’t always used for good. Consider for example how they are used for bullying in schools, something that young people have come to expect, but which should never, ever be socially accepted.

Then there are consumer complaints; we all know that we can tweet a brand and that they ‘should’ get back to us but we’ve come to expect an immediate response.

What surprises me is that people believe that they have the god given right to be rude to people when they are complaining online. I can’t understand how they don’t realise that there is still someone who has to deal with their comments on the other side of the computer and that they are probably not directly responsible for the fault or reason that an individual is disgruntled.

We all need to take a step back and to think a little more. It’s not ok to be rude and it’s not ok to feel that we can harass and berate someone because they work for a brand. Be polite. Be courteous. Treat other people like you would want to be treated!

Don’t get me wrong, there are clearly great things about having a device that can support and facilitate everyday life and that allows us to keep in touch with family and friends on a daily basis across the globe, but perhaps it is time to stop and think.

Do we rely too much on our phones and what benefits are they really bringing to our lives? Brands can use them to collate data and to target us with marketing messages to influence our purchases, while apps such as Snapchat are using GPS to show the world where we are and what we are doing.

There comes a point where you can have too much of a good thing and I think that when we are reaching for our phones at bedtime rather than our partners it is a clear example of misguided priorities.

Steve Jobs was right, it is only the beginning but let’s all hope it isn’t the beginning of the end. As a professional working in communication I want to champion chatter that doesn’t require a WIFI password or a log in.

Get better results by being honest about your budget

Posted on June 29, 2017 by Lindsey Davies

Money image created by Kues1 – Freepik.com

Budgets are always difficult when it comes to PR, not least because although we believe in the service that we offer and the results that we deliver, there are very rarely any guarantees. It’s not like advertising where you can give a publication, a date and a cost, PR is different.

There are so many nuances with our specialism, not least the changing media agenda, which let’s be honest, just lately, no one could predict! Then there’s measurement, which is an ongoing debate in the wonderful world of PR.

As an industry, we used to rely on advertising value equivalent (AVE) but that’s now considered to be too subjective, so we are left trying to find other measures such as audience reach. This is all well and good, but if you don’t set defined KPIs at the start of a campaign, the numbers are still more vanity than they are sanity.

And so, we come back to budgets, because the return on investment that you are able to achieve from a PR campaign, like most other disciplines, is often directly comparative with the investment that a brand or business is willing to make.

PR has never had a reputation for being the most expensive of the marketing mix, in fact, it’s often the poor relation as far as budgets are concerned but despite this, PR should not be underestimated. Managing your reputation has to be a priority for any business and as it is arguably the biggest asset that a company has, I’d suggest it’s worth taking seriously.

This is why allocating the budget that you have – and not the budget that you can get away with – is essential. If you trust your PR agency, which you should, then you will know that they will provide recommendations that make the most of every penny, so there should be no need to be anything other than honest.

I do appreciate that some agencies have a terrible reputation for mark-up and for allocating unreasonable fees, but again, it goes back to relationships. Make sure from the outset that you completely trust the agency that you are working with to deliver against the objectives and within the allocated budget.

What’s frustrating is when you are working alongside other agencies and you come up with some great ideas that deliver against objectives and within the restrictions of a budget only for others to completely ignore the brief and present something at twice the cost!

How can that be right? It hardly gives us all an even playing field to work from. We’ve done what we were asked – we can all go out and spend money and make recommendations on a budget that we didn’t feel was feasible, but is the point of a brief not to provide the guidelines?

This is a further reason why it makes more sense for brands to give a realistic budget, so that we can all give the very best ideas that we have, not just those that are being cheeky.

We have delivered some amazing campaigns (if I do say so myself) and they don’t have to cost the earth. There is clearly a budget requirement if you want to spend a week at a festival, sampling thousands of products and engaging with hundreds of families, as an example, but sharing the costs from the outset and being transparent means that there is no reason why it can’t happen and deliver against KPIs.

It’s a commitment by both parties, agencies and brands, to put their cards on the table. If we know that we have a given budget to work with, we can come up with some fantastic ideas that not only meet with our objectives but often go way beyond the expectations of the client.

Having the opportunity to come up with some really creative campaigns and plans is what we do, it’s just one of the many reasons we work in the industry and with the brands that trust us to deliver for them time and time again.

So, the upshot is, if you want to get the most from your agency, choose someone you trust, position them as a genuine extension to your team, give them the budget that you have and ask them to come up with a plan that will meet and exceed expectations.

All you then have to do is wait to be blown away, and if you’re not, perhaps it’s time for a change?

Celebrating the great and good of Wakefield

Posted on June 19, 2017 by Lindsey Davies

Last Thursday, 22 June, we had the pleasure of attending the Wakefield Express, Wakefield District Business Awards. We were invited as guests by our client, HARIBO, who also sponsored the New Business of the Year award.

It has been said many times before that Wakefield can suffer from not shouting loud enough about its achievements and the many opportunities that the District presents for businesses of all sizes. Thankfully, this was one event that would champion companies and individuals from across a range of sectors who have made a difference and reported some excellent results.

After a delicious three-course meal it was up to host, Jon Hammond, to make the introductions and to welcome all of the sponsors and shortlisted businesses in the room. It certainly wasn’t a quiet affair and there was lots of whooping and drumming on the tables as the finalists were each announced.

The results were as follows:

– Business of the year, OE Electrics

– New business of the year, Heart Medical

– Small to medium sized business of the year, Mint Support

– Business person of the year, David Owens

– Start-up business, Pop-up North

– Customer service award, Room 97

– Employee of the year, Pat Coffey

– Independent retailer of the year, Bier Huis

– National retailer of the year, Debenhams

– International business of the year, Planet Platforms

– Independent evening retailer of the year, Qubana

– People’s Choice Award, Airedale Computers

– Lifetime Achievement Award, Richard Donner

It goes without saying that all of the winners were very deserving of their accolades and for me, the event really showcased the diversity of the companies that call the District their home. It was really enlightening to hear from some new businesses too and to hear more about what products and services they offer.

As a Wakefield based PR agency, we have seen some significant changes over recent years and that is what makes the District such an interesting place. Unlike other Yorkshire cities, Wakefield is on a journey and the regeneration of the area is a testament to those who see the potential that it has.

This was just one occasion where the great and good came together to share the success of others and I’m very pleased that we had the chance to be a part of it. We would like to extend our congratulations to all those who were shortlisted and of course the winners on the evening.
We look forward to meeting with many of you over the coming months.

Making an exhibition of yourself

Posted on June 16, 2017 by Lindsey Davies

As you would probably expect, I have attended a number of exhibitions throughout the UK in recent years and have enjoyed the vast majority. As well as attending as a delegate, I have also worked with clients to provide support and to become the face of the brand, which has given me a useful insight into both sides of the experience.

There is absolutely no doubt that for those taking space at exhibitions it is hard work, both in the run up to and during. There is a lot of planning and preparation to consider and often associated costs that people forget about when they make their booking.

Over the years I’ve come to realise that there is a certain amount of naivety when it comes to exhibiting coupled with wild expectations that often result in disappointment, but that really shouldn’t be the case.

The truth about exhibitions is that you only get out of it what you put in. Harsh but true.

Here are just a few of the myths that I have come across:

– I’ve booked a stand and therefore I will sell my products

– There are thousands of people expected so I will sell my products

– My stand looks great and I’ve invested in a designer so I will sell my products

– You can win an iPad so I will sell my products

There is a consistent theme here and the truth of the matter is that you will not sell your products unless you change your focus. Exhibitions gives you the platform but you need to make that work for the consumer, in this case the delegates.

Too often exhibitors take the high ground when actually they should remember that every person that comes through that door is a potential customer. Sitting behind a table and expecting someone to come over and ask you questions is simply not good enough.

The best stands that I have seen have been colourful, fun and engaging. In more recent times there are often games or interactive elements that mean your dwell time is longer and the experience with that brand is more memorable.

What often surprises me is that a business will send junior members of a team or sampling staff with no briefing what-so-ever to manage a stand, often at a leading exhibition. A classic example was at the BBC Good Food Show last year.

I went along to the stand of a brand I know well and asked to see the director. The young lady managing the stand was quick to inform me that “Betty* is far too important to come to exhibitions, she has better things to do with her time, that’s why she sends us”.

I was absolutely flabbergasted. So, this business has paid thousands of pounds for a stand, for transport, for product, for staff and yet doesn’t feel that the exhibition is important enough to make an appearance, really?

I’m not suggesting that business owners should attend all exhibitions, it would be impractical to do so, but at the very least brief the team you are using to manage your reputation in front of thousands of people.

I would certainly want to know that those representing our brand at an exhibition would not only be pleasant, engaging and friendly but would also understand and reflect our values, something that we feel is fundamental to our business.

So, here’s a few top tips and perhaps a couple of things to think about for those who have exhibitions coming up:

If you want to get the most out of an exhibition, put aside some investment, you’re going to need it.
Consider how to make your stand engaging and how you will encourage people to stay for longer.
Commission a designer, yes it can be expensive but it will be worth it. Pull-up banners have their place but it isn’t at a leading exhibition! Get printed PVC panels that fit to size and create a space you can be proud of.
Remember, you are no more important than those who are coming through the door, they are your prospective clients.
If you have to have a table and chairs don’t sit on them looking at your phone. Think about your body language and what message you are relying to delegates. If it’s ‘I would rather be anywhere else’ then you may as well go home.
Don’t expect people to come over to you, make an effort and ask them a question so that they know you are willing to chat.
If there are events before or after the exhibition go along. They are not ‘a waste of time’ or for people who just want a drink. They are further opportunities to meet with people and to get greater value from the money you have invested.
Brief the people that will be representing your brand and business. Cover everything from the way you expect them to dress to the way they position your business and everything in between. You are putting your business in their hands, take this seriously.
If you are attending, take the time to visit other stands. You have something in common by being there, so make contacts.
Don’t expect to make a million pounds, be realistic. Go with the intention of making strong contacts and building relationships, that way you won’t leave disappointed.

Bored of it all, that’s probably a good thing

Posted on June 9, 2017 by Lindsey Davies

Image source: Dpaki.com

No, we’re not talking about politics, it’s about creativity and learning that boredom is a good thing and can lead to fantastic results if you allow yourself the luxury and time to just sit and think, or not as the case may be.

Let me explain.

On Wednesday, Lauren Child was named Waterstone’s Children’s Laureate. As the author of many children’s books, some of her most famous starring the now televised Charlie and Lola, it may come as no surprise that she received the prestigious title, but what made the story all the more compelling was her comments.

Lauren explained during an interview on BBC breakfast that parents shouldn’t try to engage and entertain their children all of the time and that they should be allowed to get bored. Giving some context she said that children when they are bored are at their most creative because it gives their imagination chance to create stories.

Makes perfect sense.

This got me thinking – somewhat like a child perhaps – that as adults we should do the same. We spend all of our time trying to meet deadlines, reading emails, sending emails, on the phone, conference calls, skype… it’s relentless, but is it the best use of our time?

We all strive to do the best but perhaps sometimes we need to stop, just stop, and let our minds wander.

Working in a creative industry you would think that we do this a lot, but we don’t. We have deadlines to meet and as well as journalist requests we have schedules of activity for clients that we need to fulfil. Sitting around and looking into space is not on the agenda – but perhaps it should be.

I’m not one for wasting time – far from it – but if I thought that we could come up with better and more creative ideas by letting our minds wander every now and then, I would certainly be an advocate.

Then there’s the next generation of talent to think about. They have been brought up in a society that relies on the internet, on phones, on knowing that you can ask a device for information and it will be with you in seconds. How creative, or rather how bored, have they ever been allowed to be?

It’s a real worry to think that young people don’t make up stories, have adventures and sit along to play like we once did. They have apps and iPads that ‘fill’ a space and keep them entertained. They are spoilt by engagement and we don’t even realise what negative impact we could be having on them.

Lauren comments: “Looking out of the window and letting your mind float and suddenly you will see the most amazingly funny thing that will turn into a brilliant idea.”

I found that statement so powerful. I can completely resonate with her words. There are times when I feel like I’m up against a brick wall, I just can’t make a story work, so I will take a walk and get away from my desk, give myself the time to think it through, come back and I’ve got it.

Being bored isn’t a bad thing, it’s a great thing and I think we should all learn to embrace it and to put some imagination back into our lives, both at work and at home.

Supporting the North’s leading business to business event

Posted on May 10, 2017 by Lindsey Davies

When you mention the Yorkshire Mafia (YM), particularly to those outside of the region, it can be met with a surprising variety of responses; some people are shocked that an organisation exists that has such a controversial brand, others want to know more and are intrigued, what many don’t realise is that it has had an economic impact that equates conservatively to £50m.

So, love it or loathe it, the Group has made a real difference to the way that business works in Yorkshire. Geoff Shepherd, founder of the organisation, which started as a LinkedIn network in 2008, didn’t have to put his time and effort into creating a movement that would bring people together to learn, work, meet, share and do business – but he did.

For those who are not involved in the YM the philosophy is simple: Stronger Together. A strap line that has become synonymous with the Group but importantly resonates with those that really have put the theory into practice. As someone who has made some really strong business associates, met many of our preferred suppliers and has also had some of the most memorable nights out in the last eight years, I can certainly recommend the YM and all that it stands for.

When you run a small or medium sized business it can be difficult to create a network that you can trust. ‘Networking’ events can be a challenge and it’s often more about selling to each other than creating meaningful relationships that add any value and that’s where the YM and Buy Yorkshire differ. The values that underpin the Group and the Conference are to encourage like-minded people to come together and to get to know each other. What happens next is then up to you but more often than not, once a trust is formed you start to find ways in which you can help each other, which in turn leads to new business or opportunities.

The Buy Yorkshire Conference takes place on the 16 and 17 May at the Royal Armouries in Leeds and as the preferred PR agency supporting the event, we know just how much time, effort and commitment go into making it bigger and better each year, which is no mean feat.

Here at Open Comms we have been involved with the YM for a number of years and have supported the Conference since its launch. What has always amazed me is the quality of speakers that the event attracts to the region – there is no other business event that can claim to do the same.

This year is a further example with Deliveroo, LEGO, Channel 4, Just Eat, Uber and Google all headlining. What’s even more exciting is that this isn’t an exhaustive list and delegates – who can register for free – can also expect to see the Billion Pound Panel and Jonathan Pie, the spoof political reporter that has taken social media by storm!

I really enjoy the two-days at the Conference, not least because it is a chance to get out of the office and to meet with some familiar faces while meeting new people too. As you would expect, there is a lot for us to do in the run-up to the event, but what I really champion is the hard work and dedication of the YM team, who are rarely thanked by the thousands of people who attend the show.

I would like to take this opportunity to thank them all. They do a great job to pull out all of the stops to make the Buy Yorkshire Conference an annual event that people talk about for months and look forward to each year.

For those exhibiting at this year’s event, please do make a point of coming to meet with us. There will be representatives from Open Comms available throughout the two days and as well as listening to the speakers and drafting blogs to give those who don’t manage to come along some insight, we would also like to hear from those who are taking stands.

The diversity of people who come along to the event speaks for itself so we look forward to meeting with the many and varied businesses that champion Yorkshire as a place to meet, learn, share and do business together. For those who want to learn more about how to do business differently in Yorkshire, come along and experience:

2 days
2 exhibition halls
20+ speakers
185 exhibition stands
4,000+ registered delegates
A full programme of seminars, panels and workshops

For further details about the Buy Yorkshire Conference, including the speaker line-up and exhibitors please visit www.buyyorkshire.com.

The significance of saying sorry

Posted on April 12, 2017 by Lindsey Davies

Image source: http://www.quotemaster.org/head+in+the+sand

It’s very rare that you will meet a business owner or entrepreneur that says that life is easy. More likely they will be denouncing their irritation at having people presume that they come into the office at 10am, leave at 4pm, take boozy lunchbreaks and reap all of the benefits.

That is very rarely the case, and in our experience is somewhat far from the truth.

So when a businessman or woman who has a list of jobs to do as long as their arm comes into work one morning to be faced with a crisis, what should they do? More often than not PANIC and look around for someone who has some idea of the processes that they should already have in place

This is a fair assumption of smaller to medium sized businesses, but in the recent case of United Airlines it would be fair to expect that this globally recognised brand would have known better when faced with a very challenging and controversial situation involving a passenger.

Social media, as is typically the case, gave a global audience all of the information they felt that they needed – backed up by reports from local and national media – to make their own deliberations and come to their own conclusions. Needless to say, a resounding majority of them were far from positive, with one man calling BBC Radio 2 to confirm he had cancelled a flight and would never use the airline again.

The brand was in a really difficult position. Do they go against the authorities and their ‘heavy handed’ removal of the passenger or do they hold their hands up and make it clear that this will not be tolerated and that it was not endorsed by their brand or business, reiterating that a full investigation will follow?

Neither it would appear. Instead, a statement was hurriedly issued that didn’t really say a great deal of anything. This was followed by 24-48 hours of criticism from the world’s media before the Chief Executive decided it was time to do a piece to camera and to apologise and to share a relatively detailed and apologetic update.

Unfortunately, this was too little, too late for many and the time it took to conclude that this should have been the approach all along meant that there was a certain lack of sincerity to the piece.

Needless to say, losing a billion dollars from your share price overnight is going to make you feel sorry for yourself but what about your passengers, who along with your crew, should be your first priority?

As an agency that handles crisis for some of the leading brands in the country, we appreciate how significant the passing of time is in a challenging situation. It is absolutely essential that any situation considered a priority becomes an IMMEDIATE priority.

That doesn’t mean if you work in manufacturing that you pull the plugs on all machines and sit on your hands. It means that senior management should cancel ALL meetings however important and come together to discuss the issues and to carefully and quickly plan the next steps.

Brands must be prepared, irrelevant of their size. This means having a team in place that knows that if something happens they will be required. It’s simply not good enough to issue a statement to say that your managing director is on holiday and unable to comment. Unfortunately, having a business means that people expect that you are available any time of the day or night and if it is impossible for that to be the case then who is responsible in your absence.

These are all of the things that should be decided and the processes that should be agreed and in place before anything happens, not during the first major disaster a brand is faced with.

We see it all too often. When we mention crisis to a prospective client the answer is invariably the same: “There is very little that can happen and we don’t foresee anything in the future”. Well, of course, you don’t – otherwise you would be walking around expecting the worst – BUT that doesn’t mean it isn’t going to happen.

Scenario planning is a great way to get people involved and to make them appreciate the need and urgency of a crisis. Bringing people together to role play is another way that a crisis can feel more real without you having to go through the processes in ‘real life’ for the first time.

Saying sorry can be difficult for a brand, particularly when there are often many factors and variables that are rarely shared in full with the media but that doesn’t mean that you don’t have a duty of care to your customers and those who may choose to use your products or services in the future.

Here’s a really simple five step guide to dealing with a crisis*:

Bring the senior management team together (and ideally a representative from your appointed PR agency)
Share the facts – ALL OF THEM. This is absolutely essential so that everyone knows what you are dealing with and the possible fall-out as a result.
Draft a response for the media including a holding statement. Depending on the nature of the crisis starting with an apology is often a good idea.
Handle all media calls and schedule interviews throughout the day – these should be managed as the situation unfolds, not afterwards. This is likely to be your only chance to respond to media requests. At this point you will also need to identify a spokesperson.
Evaluate. Review the processes you have in place, learn lessons and make crisis a priority for the future. However crisis-proof you feel your business, life has a challenging way of proving us otherwise.

*Every crisis is different and have a PR agency in place that has experience of working across a number of sectors will give you the advice you need to tweak these five tips to ensure that you are approaching any given situation with the sensitivity and professionalism it deserves.

Why it pays to use PR

Posted on April 11, 2017 by Lindsey Davies

It can be difficult for businesses to know where best to allocate their budgets – after all, you want to do everything but at the same time every penny counts. PR is often a forgotten relative when it comes to finding and assigning the necessary resource to manage PR in house.

The problem arises when ‘managing PR in house’ actually means putting it on the bottom of a list that you never get around to. This is a common problem and something that we come across a lot.

PR isn’t about drafting a press release and sending it to a journalist, it is about managing the reputation of a business, arguably the biggest asset of any company. When you say that sentence out loud you start to appreciate just how significant PR is as a specialism.

We appreciate that businesses and in particular SMEs find it a challenge to allocate the resource and that they are so caught up in meeting with client demands that PR is the least of their worries but just think about the difference that having an agency could make.

Yes, there is an investment, but that is exactly how you should perceive any budgets you attribute to PR and marketing communications. You are investing in the reputation of your business. You are sharing good news and positive updates with those that matter most – your current and prospective customers and your stakeholders.

It simply isn’t good enough in a world where we can self-publish that businesses don’t allocate the time necessary to keep people informed. PR is one of the most valuable tools that you can use to generate new business and yet it is an oversight. That doesn’t make any sense.

We work as an extension of our clients’ teams, meaning that we take every opportunity to showcase how hard PR can work and the results that can be achieved.

For those who don’t believe in PR or think that it is a waste of money, I always ask them why the largest brands in the world invest? Surely these people have the money, the skills and the knowledge to know better. They are surrounded by ‘advisors’ who would tell them to put their money elsewhere.

The truth is that they don’t invest elsewhere, they appreciate the value or PR because they recognise that it is an essential tool for business.

Companies that invest in PR will see a difference; they will notice people talking about them, they will secure credibility by association, they will educate a marketplace about the goods and services that they have to offer and they will become a bigger and better business as a result.

Bold statement – not really. We’ve been working with our clients for years and this is exactly the results that we have achieved for them.

Of course, as a PR agency, we are bound to say all this. We are going to champion PR and we are going to recommend that every business allocates a suitable budget to ensure that they can manage their reputation. But think about it. What is the alternative?

We all pay insurance because it is a legal requirement to do so and often we feel it is unfair that contingencies have to be put in place but when something goes wrong the relief is overwhelming. The same can be said for PR. Don’t leave your reputation to chance, it’s far too valuable.

Social media is not a sales tool

Posted on March 30, 2017 by Lindsey Davies

With the continuing popularity of Facebook and the increasing appreciation of Twitter and LinkedIn as tools for business, people could be excused for thinking that these platforms should sit within the sales function of a business. After all, it’s a great way to ‘target’ an audience and to ‘push out’ information about a product or service.

However this is where many brands and businesses go wrong.

No one, and I mean no one, likes to be sold at. The world is full of marketing messages; just walking down the street and you will be greeted with a plethora of information, all carefully displayed on posters, banners, billboards and digital signage.

The truth is that we live in an era of over-abundance. The best campaigns will attract attention, not necessarily because of the copy that they use or even the imagery that they display, but often because they are simple and they are integrated; they are shared across several mediums, giving a consumer numerous opportunities to engage.

But what about those businesses that don’t have multi-million-pound budgets and those that have to make the most of every single penny? Many turn to social media as a quick fix and again, this is a mistake.

There are three mistakes that people make when they consider social media as a springboard to sales:

– Social media is free

– There are millions of people waiting to be sold at

– Once people like my page or follow me they will buy my product

As a PR agency we try to explain to people that if you treat social media platforms as a sales channel you will immediately turn your prospective customers off. It goes back to the age-old adage, ask not what people can do for you…

The idea of social media was to share insightful and interesting information with people, not to sell at them. There are ways that you can add value through a Facebook page, which may seem like selling, such as offering money off and promotional codes, but the truth is that you are giving something back.

With the rules that are in place with Facebook, which will limit your audience reach unless you put a budget behind paid for advertising, it can be difficult to reach the volume of people you may need to make a real difference to your business.

This doesn’t mean that Facebook should be dismissed when it comes to sharing news updates about products but it does mean that it becomes a very expensive medium if all you are going to do is to pay to share a picture.

There is a balance, and that is why when we work with clients we explain that putting a plan in place that is carefully thought out and considered, that follows themes that will keep people interested and that will encourage them to come back time and time again is a better approach than sending out the same advert or trying to be quirky and falling short of the mark.

People are increasingly time poor and with so much information on the internet they don’t want to spend time clicking to links, accessing other web pages or viewing long and meaningless video. They want content that is helpful, informative and if at all possible, funny. This is what makes is shareable.

Using an example from the real world to put this into context, how would you feel if you walked into a coffee shop and you met someone for the first time and they started the conversation by asking you what insurance you have or whether you wanted an ISA?

For most of us this would make us feel uneasy and it would be more than probable that the next time you bumped into this person you would try to avoid them.

The same can be said for a brand. If you start to ‘shout’ your messages at people then they are less likely to want to engage with you. As an alternative, try to ask their opinion; what are they looking for, what would make the customer experience better for them, what do they want to see from you in the future?

Building brand loyalty isn’t easy, in fact, it is a long-term strategy of most businesses but a starting point is remembering that it is about building relationships. Customers want to feel valued and special. They want to know that you care and that you have them in mind, not your sales targets.

The automotive sector is a good example of an industry that has evolved with the times. Many dealerships have recognised that people research online before they visit a showroom and so they offer as much information as they can online.

You will find videos and podcasts, images and testimonials from customers. At this point you will also find a button which will allow you to visit your nearest dealership for a test drive. What they have done is to give you all of the information you need – that you are searching for. They have then provided you with the option to book a test drive.

The process is driven by you (no pun intended) – not them, which makes it feel less forced. What happens when you get into the dealership is up to the sales team but rather than jump on you and offer a knock-down price, as was once the case, you increasingly find that showrooms look like coffee shops that could rival leading high street brands with their skinny lattes and chocolate topped mochas.

The point is that to use social media effectively it isn’t about selling, it’s about communicating. It’s about building profile. Once you have a strong brand presence you can then start to turn engagement into loyalty. The process is not simple, it is not quick but over time it often works.

If your marketing is planned, sustainable and does not rely on the misguided belief that if you put thousands of pounds behind a Facebook post that it will make you a millionaire, a social strategy could become a useful facet to your wider marketing activity.