Author: Open Communications

Why Having a Crisis Plan Makes All the Difference

Posted on December 8, 2025 by

An image of a magnifying glass hovering over the word crisis in a dictionary.

At Open Communications, we know that crises don’t wait for the right moment. They show up uninvited – whether it’s a PR blip, social media backlash or an operational hiccup that catches you off guard.

The truth is, how you respond in those first few hours can set the tone for everything that follows. Having a plan doesn’t just save time, it gives your business the best chance of coming through calmy, clearly and with your reputation intact.

If you’ve ever wondered what a crisis plan actually involves, why your business needs one and how to make it actually useful, here’s our no-nonsense response.

 

What is a crisis plan?

Think of it as your safety net. A crisis plan is more than a document gathering dust on a shelf – it’s a practical guide designed to help your team act quickly, consistently and confidently when things don’t go quite to plan.

It gives structure to what can otherwise feel like chaos. Instead of second-guessing who to call or what to say, your team already knows the process, the messaging and the next steps.

A good crisis plan usually covers:

  • Who needs to be informed and how.
  • What your key messages should be.
  • How to manage communications across social media, press and internal teams.
  • Steps to minimise reputational, operational or financial damage.

At its heart, a crisis plan is about keeping your business steady, your people supported and your reputation protected when the pressure is on.

 

Why does it matter?

Crises happen.

And when they do, the stakes are high. You can’t always control the situation, but you can control your message and how you respond.

The difference between businesses that recover well and those that don’t often comes down to speed and clarity. Those who are prepared can get the right message out quickly, reassure stakeholders and avoid making the situation worse. Those who aren’t prepared often end up scrambling, sending mixed messages or staying silent for too long.

A crisis plan doesn’t make problems disappear, but it gives you confidence to respond decisively, clarity on who says what and when, and protection for your business and your people.

Essentially, it’s your roadmap to keep everyone moving in the same direction, even when the situation is unpredictable.

 

What goes into a good crisis plan?

Creating a good crisis plan isn’t just about writing down a few bullet points. It’s about thinking ahead and planning for every scenario you can possibly imagine.

Key elements include:

  • Clear roles and responsibilities – who speaks to the media, who manages social channels and who handles internal communications.
  • Prepared messaging – statements that reflect your brand voice and values.
  • Communication channels – from press releases to social updates and internal emails.
  • Escalation procedures – know what requires senior input and what can be handled immediately.
  • Training and rehearsals – because a plan is only as good as your team’s ability to use it.

 

Why we help clients with crisis planning

Because we’ve seen the difference it makes.

A team with a plan doesn’t panic. They don’t stumble over words, and they don’t let small problems spiral into big ones. Instead, they stay calm, keep control and protect the business they’ve worked hard to build.

We also appreciate that not every business has the time or experience to build a plan from scratch. That’s where we step in – creating tailored plans and embedding processes that feel natural for your team, so that when the time comes, you know exactly what to do.

 

Why not just do it yourself?

You could, of course, pull together a contact list and a few instructions. But a truly effective plan is more than just ticking boxes.

It means anticipating scenarios you might not think of, understanding how the media reacts, aligning messaging with your brand and making sure your team knows what is expected of them under pressure. Without that experience, it is easy to overlook risks, create conflicting messages, or put out responses that don’t land well.

Thay’s why working with specialists gives you peace of mind. You know your plan is practical, tested and ready to work when it’s needed most.

 

Our approach at Open Comms

We keep things simple, practical and actionable. No jargon, no overcomplicated processes. Just clear guidance that helps you and your team feel prepared and not panicked.

We’ll work with you to create a plan tailored to your business, run through scenarios and make sure everyone understands their role. That way, if the unexpected does happen, you can handle it with confidence.

At Open Comms, we don’t do panic. We do preparation, strategy and straightforward guidance that ensures your business can handle a crisis with confidence.

Empowered Marketing Webinar: Resilience in the Boardroom With Sonya Braddock

Posted on December 8, 2025 by

An image of a laptop with the webinar taking place on it.

Written by Laura Wood.

Recently, I had the opportunity to attend the first Empowered Marketing webinar titled “Resilience in the Boardroom: Thriving Under Pressure” led by mental fitness coach and MindFit project founder, Sonya Braddock.

It was an inspiring session, full of practical advice on how to manage stress and build resilience – both in professional and personal situations.

Here, I will take a look at what I took away from the session.

 

What is resilience, really?

Sonya kicked things off by exploring the fundamentals of resilience.

She asked attendees for their thoughts and explained that while she uses the term “boardroom”, resilience applies far beyond corporate life – from job interviews and first days at work to personal life challenges like dates or day-to-day situations.

A key insight was how our brains often overreact to emotions, anxieties or stresses. This reaction comes from the brain’s alarm system, named the ‘amygdala’. When triggered by feelings of fear, nervousness or worry, our amygdala can hijack our response.

The good news? We can train it to respond calmly and pragmatically rather reacting emotionally.

 

Spotting stress patterns

A key part of the session was around recognising stress patterns.

Sonya highlighted three common behaviours we all feel or experience throughout our lifetime:

  1. Overthinking – worrying about a situation before it happens.
  2. Minimising – convincing yourself you’re not good enough.
  3. Perfectionism – the need to make sure everything is flawless.

Understanding these patterns is the first step to managing them. Once you notice them, you can start to take action.

 

Tools to reset your brain

Following this, Sonya shared practical exercises to train your brain, starting with box breathing.

The process is simple:

  1. Inhale for four counts
  2. Hold for four counts
  3. Exhale for four counts
  4. Hold for four counts
  5. And repeat…

Even a minute of this technique can help “reset” your remind.

However, when time is short, she suggested some micro-resets: moving your body, shaking off tension, or just taking a mindful pause. A mindful pause is all about observing your thoughts without judgement, recognising them as ideas and not facts, watching them just float by in your mind.

 

Reframing and the power of awareness

Reframing was another focus of the session.

By noticing a stress pattern and consciously choosing how to respond, we can turn potentially negative situations into positive, manageable experiences. Awareness, Sonya explained, isn’t a weakness – it’s a choice.

Following this, she explained that confidence and resilience work hand in hand. Confidence helps us move forward, where resilience allows us to bounce back when challenges arise. One way to aid this transition is by building a “brag bank”, where you jot down achievements, no matter how big or small, to reinforce self-belief and remind ourselves of our capabilities.

 

Practical strategies: before, during and after

Another powerful tool that Sonya highlighted was how to prepare for and recover from stressful “boardroom” moments:

  • Before: Use power postures, mantras and visualisations to prime yourself.
  • During: Take slow, intentional breaths and jot down short encouraging phrases like “you can do this.”
  • After: Engage in release rituals such as walks or stretching, reflect on successes and areas for improvement, and note down gratitude’s.

The session ended with a guided visualisation that she involved the whole group with: she asked all attendees to close their eyes and imagine themselves standing tall on the edge of a cliff while a storm approaches. From there, she asked us to visualise ourselves remaining steadfast as the storm passed, and watch how we walk away feeling more resilient, confident and strong.

A truly powerful yet calming tool.

 

Key quotes that stuck

Sonya’s passion shone through by her use of quotes, which she may not have realised would have an impact on someone, but they are the main things I scribbled down as affirmations to myself.

Here is a selection of the ones I noted:

  • “The power is in noticing and doing something about it.”
  • “Choose how you want to show up.”
  • “Put trust in your capability.”
  • “Boundaries aren’t weakness, they’re leadership.”
  • “Confidence is built on action.”
  • “Remember, the storm doesn’t define you. The way you bounce back afterwards does.”

 

Key takeaways

Here are main takeaways I took from the session:

  • You can train your amygdala to respond calmly under stress.
  • Stress patterns appear as overthinking, minimising or perfectionism.
  • Use resets – like breathing exercises or mindful pauses – to regain control.
  • A ‘brag bank’ reinforces confidence and resilience.
  • Emotions are information, reflecting on them creates space to respond wisely.

 

Attending the webinar was a powerful reminder that resilience is a skill we can develop with intention, practice and awareness. Small, consistent actions and conscious reflection can help us thrive under pressure, no matter the “boardroom” we’re facing.

What is Content Marketing and Why Does It Matter?

Posted on November 11, 2025 by

A close-up shot of a laptop and a person's hands typing on the keyboard, used to describe content marketing.

At Open Communications, we don’t just churn out words and hope they stick. We create the right content, for the right audience, in the right places, and we make sure it does the heavy lifting for your brand.

If you’ve ever wondered exactly what “content marketing” means, why businesses invest in it, and what it could do for you, here’s our straight-talking approach.

 

What is content marketing?

Think of content marketing as the long game in your communications strategy.

It’s not about shouting “buy now” at anyone who will listen. It’s about building a genuine, lasting relationship with your audience so that when they need what you offer, you’re the first name they think of.

It involves creating and sharing press releases, videos, social posts, podcasts and other materials that:

  • Build trust in your brand.
  • Show your expertise.
  • Keep your audience engaged.

The overarching goal? To encourage action – whether that’s making a purchase, sending an enquiry or simply seeing you as a go-to source for insight and information.

The key thing to remember is this: it’s not about filling space online. It’s to make your audience want to hear from you, while also keeping them coming back for more.

 

Why does this matter?

Today’s audiences are savvy. They can spot a hard sell from a mile away, and most will scroll right past it. Content marketing works because it focuses on value first and sales second.

That value might come in the form of a blog that answers a question they’ve been Googling, a social post that makes them nod in agreement, or a video that explains something complex in a few simple steps. Sometimes it’s a podcast that offers a fresh perspective from someone they respect.

By consistently sharing helpful, relevant and more importantly, engaging content, you’re doing more than just selling. You’re building credibility, showing you understand your audience’s world, and proving that you have the expertise to help them. Over time, this positions you as a trusted source – and trust is the foundation of every successful customer relationship.

 

What does it include?

When we work with clients on content marketing, we don’t just start typing. Every piece of content has a clear role in a wider plan.

That means considering elements such as:

  • Keywords – so your content gets seen by the right people at the right time.
  • Messaging – keeping your key points clear, consistent and memorable.
  • Tone of voice – so your brand personality comes through across every channel.
  • Call to action (CTA) – guiding your audience on what to do next without being pushy.
  • Positioning statements – making it clear where you sit in the market and what sets you apart.
  • Talent – sharing insight and experiences from the team through thought leadership articles and comment pieces.
  • Evidence of expertise – case studies, statistics, and examples that strengthen your authority.
  • Third-party contributions – trusted voices that boost your credibility even further.

It’s a joined-up process. Whether we’re writing thought leadership articles, case studies, or social campaigns, every piece of content reinforces your brand and moves your audience one step closer to you.

 

Why we offer it

The reason is simple: it works.

A strong content marketing strategy delivers value in a way that a one-off sales pitch can’t. It builds relationships, it gives people reasons to trust you, and it helps them remember your name.

We also know that not every business has the time or headspace to keep content fresh, relevant and effective. That’s where we come in. We work as an extension of your team, getting under the skin of your brand, so every piece feels genuine and on point.

As an agency that specialises in PR, social media and multi-media content, we make sure your message doesn’t live in isolation. Instead, it’s part of an approach, a complementary set of tactics that promotes your business, giving you consistency and impact across every channel.

 

Why not just write it yourself?

After all, anyone can put pen to paper.

But… producing effective content is about more than just writing well. It’s about knowing what will resonate with your audience, structuring it so it’s easy to read or watch, and optimising it for search without losing its human touch.

It’s also about maintaining consistency across multiple channels and formats, making sure your tone, messaging and quality don’t slip. And crucially, it’s about tracking what’s working and adjusting your plan accordingly – something that doesn’t happen overnight and takes time and a strategic eye.

When you work with professionals, you’re not just outsourcing the writing. You’re bringing in the experience, perspective and know-how to make your content work harder, and freeing yourself up to focus on running your business.

 

Our approach at Open Comms

Let’s be honest – content marketing can sometimes feel like a lot of noise.

That’s where we come in.

We cut through the jargon and focus on creating content that actually makes a difference for you and your business. For some clients, that’s blog posts that keep them front of mind. For others, it’s social media content that sparks conversation, thought leadership that positions them as experts or multimedia pieces that stop the scroll.

We don’t do “one size fits all”. Every client is different, so every strategy is tailored. But what is the same is that we get to know your business inside and out – your challenges, your goals and your audiences – so we can create content that genuinely connects.

 

The bottom line

Content marketing isn’t about filling space or ticking boxes. It’s about making meaningful connections, showing off your expertise and building trust over time.

Done well, it can:

  • Attract new customers.
  • Strengthen relationships with existing ones.
  • Position you as a leader in your field.
  • Support your wider marketing and PR activity.
  • Secure sales.

What’s more, PR and marketing will deliver results you can actually measure, helping your business grow over the long term.

 

Let’s talk content

If you’re curious about how content marketing could work for your business, we’d love to chat. We’ll put the kettle on (biscuits are on us!) and talk through how we can help you connect with your audience, share your story and deliver results.

At Open Comms, we don’t do air kissing, but we do offer straight talking, creative thinking and a content marketing strategy that works as hard as you do.

Get in touch with us today.

CREATING CONTENT FOR YOUR TARGET AUDIENCE

Posted on April 6, 2021 by

Creating key messages that get the attention of the target audience sits at the core of any public relations campaign. By formulating a communications strategy with a specific audience in mind, a business can begin to build on its credibility and authority within the marketplace.

Failing to take this approach will make it much harder for businesses to grow their brand, establish a positive public perception and negatively impact on opportunities to generate new leads. Simply put, people need to be given a reason to care about a business!

First and foremost, businesses have to identify who they are targeting and how best to communicate with them.

As society becomes increasingly reliant on new technologies, there has never been so many ways to distrbute or absorb critical information. In addition to traditional print and broadcast media, the growth of digital channels now gives the public instant access to news and market updates from anywhere at any time.

It is therefore vital that key messages are strategically shared across platforms that are frequently accessed by the target audience.

Research

However, to create content that garners a positive response, businesses must develop an understanding of what information is relevant to them and how they can be reached.

Despite having industry insight and specialist knowledge, which will be extremely valuable to business communities across the marketplace, it will not resonate with the target audience if they are not understood.

This is why research is so critical. By developing an understanding of who they are wanting to target, businesses can outline the type of information the audience is interesting in receiving, identify the topical trends within a specific industry and how the content can be relatable and engaging.

Once this information is collated, businesses must begin to formulate a strategy that meets with the expectations of their target audience to realise the potential benefits that these communications deliver.

For instance, an article created for jobseekers or recruiters should read very differently to another targeting c-suite or senior management members. The more a business knows its audience, the better the connection will be.

Establishing the connection

After identifying the target audience, businesses should start creating content that incorporates a unique tone of voice to help form personal, meaningful and long-lasting relationships with those that read it.

However, with such a saturated marketplace, being able to stand aside from the competition is becoming increasingly difficult. Businesses must therefore use content as a catalyst to establish their own personality and brand identity.

This can be accomplished by creating content that focuses on business milestones, awards, individual achievements, new appointments and promotions, as well as more in-depth pieces such as market insight and thought leadership articles from senior executives.

Being transparent and open, with a consistent tone of voice in every piece of content, enables businesses to build trust and familiarity among their target audience.

This is extremely valuable when creating content that will sit on the website, blog or social media channels to keep existing customers interested whilst attracting new members to a growing community of followers.

Earned media

Now that the content has been created to resonate with the target audience, it has to be distributed across the appropriate channels. Securing media coverage is arguably the most effective way to reach not only the target audience, but people from further afield.

As businesses consistently feature in the media, they have more opportunity to build a positive reputation, connect with their audience and become a credible resource of information in the marketplace.

It is important to consider that the quality of content can often produce the most value, not the quantity of the coverage. When it comes to communicating with a target audience, creating content for trade media titles can potentially be more impactful and relatable to the readers.

As trade media titles publish content that revolves around a particular industry or profession, they frequently put a spotlight on individuals, senior teams as well as entire businesses that want to become recognised as industry leaders and experts.

By having a consistent presence in the trade media, businesses will increase their brand awareness, strengthen their reputation and boost their share of the market.

Engaging target audiences with consistent and concise messaging will give businesses the capacity to grow their following, penetrate new markets, generate new lead opportunities and ultimately provide them with the credibility they need to achieve their ambitious plans.

If you’d like to speak to our team about what we deliver and how we approach PR on behalf of our clients, then please visit: https://www.opencomms.co.uk.

STOP WASTING MONEY ON ONE-OFF SPONSORED POSTS

Posted on March 30, 2021 by

If you want to deliver impactful results through influencer marketing, stop wasting money on one-off sponsored posts.

Trust is the most crucial part of any relationship. Brands invest time and money into establishing trust with their audiences. Yet, when it comes to influencer marketing, most brands fail to consider that consumers lack confidence in what they see on social media. To the extent that 96% of people in the UK simply do not trust what influencers have to say.

With such a high proportion of society mistrusting influencers, the question remains: how can brands use influencer marketing so that it actually works?

USING INFLUENCERS, THE RIGHT WAY

An influencer campaign can only be executed effectively when it is centered around identifying and nurturing long-term partnership opportunities, as opposed to short lived agreements.

Contrary to popular belief, influencer marketing is more than just paying a trending social media star to post about your product. It’s about entering into meaningful collaborations rather than just contracts and transactions.

Think of it this way, if your favourite influencer published a one-off sponsored post about how great their new watch is, would you go out and buy it? The answer is likely to be no. The post holds no credibility. Despite the post coming from someone who you enjoy following on social media, the reality is that you see the sponsored post for what it is… an advert selling you something that you have no desire to purchase.

Now imagine the same scenario, however this time round you are exposed to several posts from this one influencer staggered over a period of time. As you begin to see frequent collaborations between the same brand and influencer, you start viewing their partnership as a byproduct of genuine brand love.

Ultimately, it’s this longstanding relationship that makes the influencers comments and recommendations credible, meaning you will be more inclined to make the purchase.

BUILDING TRUST

Often social media can be misleading, so it’s no surprise that people are skeptical of influencers and their sponsored posts. However, this does not mean that tactics such as influencer marketing are ineffective.

As with every relationship, trust can be built over time and that’s exactly how influencer marketing should be approached. The objective should always be to gain the confidence of your audience through consistent and reliable partnerships.

If you would like to discuss how the team at Open Comms can help your brand with impactful influencer marketing, contact us here, call: 01924 862477 or follow @OpenComms_.

MORE THAN A PR AGENCY – AN EXTENSION TO YOUR TEAM

Posted on March 25, 2021 by

When executed properly, PR can be transformative for businesses and will deliver long-term value to brands. But with so many tactics making up a successful communications strategy, knowing where to start can be overwhelming.

To guarantee that your business experiences the full benefits from PR and achieves the return on investment that is expected, call in the professionals.

Here at Open Communications, we have a diverse client base. Every company we work with requires something different. We understand that no-one-size-fits-all, which is why our team of specialists create a bespoke approach that aligns to each organisation and their objectives.

We become trusted communication partners to our clients by fully immersing ourselves into their businesses. This is why we believe a collaborative and transparent approach is essential. From understanding the financial and operational goals to developing detailed insight into their industry and who they employ, we become an asset and an extension of their teams.

The benefits to finding an agency that you can trust to bring recommendations to the table and focus on continuous added value should not be underestimated.

Skills and strength of a PR team

First and foremost, when working with a PR agency your business gets the specialist and collective skillset of an entire team. Dedicated to creating a communications plan that fulfils a specific brief, PR professionals have the experience, knowledge and creativity to work together to bring to life your brand in coherent, consistent and engaging communications.

Whether this is through traditional or digital PR channels, social media platforms or owned content, each PR campaign is purposely structured to attract the attention of industry counterparts, the wider marketplace and the general public.

With numerous tactics to choose from, PR agencies can create a positive public perception for clients. After all, managing the reputation of a brand and business is what it is all about. PR teams can call upon a variety of skills and strengths to identify the most relevant approach, which will maximise outputs and ensure that the message resonates with customers and prospects.

Key connections

As well as delivering a full suite of PR services, a key attribute of working with a PR agency is tapping into who they know. We are constantly networking and creating new contacts. Whether that’s members of the media, industry and social media influencers or government insiders and key policy makers, our contacts are a resource for our clients.

As important as it is to create insightful and engaging content, it is even more important to ensure the right people actually see it. By nurturing and developing these critical relationships, especially those in the press, we can call upon specific contacts to help deliver a brand’s message or publish a news update to ensure it reaches the target audience.

This is especially useful when it comes to securing media coverage. PR agencies will not only identify and create relevant content around any newsworthy announcement, but we also complete the distribution phase to the relevant journalists. The more press that covers a story, the wider the audience is reached.

Having these relationships in place and the confidence from our contacts to know that what we are sharing is relevant and right just enhances that further.

Stronger results at a lower cost

There will always be a debate about whether to invest in PR in-house or outsource to an agency. Often, this decision comes down to cost. As a business owner, you want to get the most for your money.

In many cases, it can be more costly to have one person lead your PR strategy in-house than it is to acquire the experience and expertise of a team of communications specialists, often with decades worth of industry insight.

Contracting an agency can provide piece of mind and for our clients at least, they know that their PR needs are being handled without the need for constant input. This gives them more time to concentrate on what matters most to them: growing their business and the bottom line.

If you’d like to speak to our team about what we deliver and how we approach PR on behalf of our clients, then please visit: https://www.opencomms.co.uk.

LINKEDIN TIPS: CREATING CONTENT FOR COMPANY PAGES

Posted on March 10, 2021 by

As the largest professional network in the world today, LinkedIn has become a beacon of opportunity for businesses across the globe. With 740 million members in more than 200 countries, harnessing the reach of LinkedIn can have a transformational impact on organisations and individuals across all sectors.  

The platform, traditionally used to highlight the skills and achievements of individual employees, has seen people grow personal connections, demonstrate industry expertise and gain the attention of recruiters.

In recent years, however, LinkedIn has continued to evolve its own offering, becoming an effective resource for organisations of all sizes. The LinkedIn Company Page is now being used as a marketing and analytical tool to establish brand identity, purpose, services, personnel and culture.

Acting as an extension of a domain website, the Company Page is a legitimate channel to generate new leads – but only if it is being leveraged in the right way. This largely comes down to the type of content being shared. As no-one-size-fits-all when it comes to creating a LinkedIn marketing strategy, I have compiled some key considerations when it comes to sharing content.

CONTENT SHARING

To grow and engage with an online network effectively, it is important to understand that LinkedIn has its own SEO search algorithm. This means that the ranking of a Company Page will be extended if it is relevant, of a high quality and includes key, searchable words and terms. Aligning these factors will optimise a Company Page and make it more visible.

This approach also transitions to the type of content being shared on the feed of a Company Page. Posting meaningful content that is of value to the intended target audience, such as articles, blogs and comment pieces, will not only give the Company Page more prominence over competitors but encourage further users to follow.

To strengthen the connection between the Company Page and followers, including an insightful question or call to action can hold value. Make it about them, ask for their own views and strike up discussions.

CONSISTENCY IS KEY

The wide-ranging benefits of sharing content will be fully realised if the frequency of your posts and their value to the reader is consistent.

There are numerous practices and strategies that can be deployed to support this, such as the tried and tested 3-2-1 model. This strategy requires that three pieces of industry-related content, two pieces of ‘proud’ content and one piece of self-promotion or service-related content is posted every week.

As the shared content continues to attract increased levels of engagement, the credibility of the Company Page will grow stronger, as will its effectiveness to be used as a marketing tool that could also encourage sales.

It is also worth remembering that the humble hashtag still plays a vital role as well. Using workplace appropriate keywords with the # prefix will help content be read by a wider audience that may be interested in the Company Page.

Three hashtags can also be added to the main Company Page to make it more searchable. Again, to attract and engage with the right target audience, use words that are relevant to a specific industry and relate directly to the business.

Finally, use employees as a resource. By ensuring employees are listed under the ‘People’ section of a Company Page, visitors will get to see the faces behind the business and have a better understanding of its size and culture. The more transparent a business can be, the more trusted it will become within the marketplace.

Once employees add the Company Page as a place of work, they can help boost the reach and visibility of posts through their own interactions. By actively engaging with Company Page posts, via likes, comments and shares, an employees’ own connections will become part of the audience as well.

FORMING A POSITIVE PUBLIC PERCEPTION

The long-term ambition for any Company Page is to attract a diverse following of influential businesspeople and organisations, and act as a vehicle to help drive forward wider commercial ambitions.

As followers continue to increase, so will the levels of engagement with different posts. But the success of this platform is reliant on a business’ willingness to invest the necessary time and resources that is needed to keep it up to date and relevant.

Remember, social media is accessible anywhere, at any time! The public’s perception of any business is likely to be formed through these channels, so it is vital that the Company Page reflects exactly what and who a business is.

If you would like further support in developing a company page on LinkedIn that will add value and deliver results please contact Open Comms on 01924 862477 or please visit www.opencomms.co.uk.

WHY PR FIRMS ARE TRUSTED TO MANAGE INTERNAL COMMUNICATIONS

Posted on February 24, 2021 by

The changes that workplaces have had to experience in the last twelve months have been significant to say the least. With employees across the UK been forced to adapt to new technologies, trading their office desk for the dining table, it has certainly been an unsettling time for many.

Amid the ongoing challenges we have all experienced throughout this global pandemic, the benefits of consistently engaging with employees has never been more evident. It has become a necessity for businesses large and small to better understand the critical role that a robust internal communications strategy plays.

As the economy begins to reopen, it is anticipated that flexible and remote working will become a more conventional workplace practice. As such, with teams potentially operating from different locations, implementing a refined employee engagement strategy must become a priority.

Whilst workstreams can be carefully monitored online and outputs reviewed, keeping employees informed and engaged is just as important to ensure they feel valued and important. As well as supporting a positive culture, this could also positively impact on productivity.

The challenge, however, is putting in place an approach that can be adopted by different departments, varying roles and responsibilities.

CALLING ON THE PROFESSIONALS

For some it will be obvious, but for others, calling in the experts by outsourcing all internal communication requirements may seem strange.

However, when we think about it more literally, the same strategies and tactics used by PR professionals to form a positive public perception of a business can be transferred to achieve the same outcome internally.

Forming part of a wider PR strategy, the purpose of internal communications is to reflect the core values, long-term goals and workplace culture at a company. As with external PR activity, sharing a consistent message across multiple channels will ensure the message resonates with the audience; in this case employees throughout the business.

Once a business decides to communicate with their workforce in the same way they do with clients, prospects and stakeholders, employee engagement and satisfaction will improve.

CELEBRATING SUCCESS

Regardless of the size of an organisation, its departments and the skillsets of the teams, all employees are responsible for the success of a business.

This is why celebrating and showcasing any milestones that individuals, teams or the wider workforce achieve should form the foundations to an internal communications plan.

Keeping employees informed and updated, whether that’s highlighting promotions; new appointments, new client wins or reaching financial targets, all of these will help those working for a company to feel more valued and committed to the wider business objectives.

CHOICE OF CHANNEL

To reach the intended target audience, which in this case is employees, the way the information is shared is just as critical as the content that is created.

Although social media is widely used for PR campaigns and within communications strategies, the choice of channel will always be a critical factor when it comes to measuring success and engagement.

The same can be said for internal communications. In this instance, LinkedIn would be the most obvious platform to choose when encouraging and supporting engagement with employees.

As a way of communicating directly with team members and the wider business community, it can be used to build positive associations drive insightful responses and reiterate the benefits of working within that company.

MAKE SURE EXTERNAL COMMS MIRROR INTERNAL AND VISA VERSA

News and blog sections on a company website should be frequently updated. This is often where employees will go to get updates about a company outside of the internal channels that they have access to.

Ensuring that the content that is shared internally is consistent with what is shared to the wider public will instill trust. Sharing more detailed, insightful and informative content about business activities on a website means employees can remain informed about any corporate updates or projections for the future that may not sit comfortably as an update to all staff.

Using the right channels at the right time and in the right order will be the making or breaking of an internal communications strategy. It is important to give this the time, thought and resource it deserves. Whether you want to share complex and analytical insight or lighter and briefer updates, each piece of content can be leveraged to help communicate critical messages to employees whilst encouraging open discussions within the workplace.

Whether it’s good or bad, the objective of internal communications is to ensure employees are given updates and announcements from the business directly, rather than from outside sources. Managing internal communications and placing as much focus, attention and value on it as you would your engagement with other audiences will deliver greater value. After all, an informed, aware and engaged team are more likely to become committed, productive and positive.

BEHIND THE CURTAIN: ADDING PERSONALITY TO CORPORATE STORYTELLING

Posted on February 11, 2021 by

Identifying a newsworthy story within an organisation sits at the heart of public relations. Although well written copy, a strong pitch and good media contacts can contribute towards securing coverage, the content of the story itself is ultimately what journalists focus on.

In an increasingly competitive media market, journalists are inundated with press releases every single day. Although there is no definitive definition of a newsworthy story, to secure editorial space it must garner a journalist’s attention and be worth their time to publish.

They want a story that will not only be informative and enjoyable for their readers, but also differentiate from usual churn that falls into the news desk’s inbox.

The are many aspects that go into distributing a story but increasing its chances of securing coverage relies on the relevance of its news angle. No matter whether it’s trade, regional or national media that are the target, ensuring it has a human or personal interest is critical to reaching the largest possible audience.

PERSONALISING PRESS STORIES

There will always be a place in the media sphere for press releases that cover company announcements or new investments, the launch of a new service or product, but pulling back the curtain of any business is a valuable tool when you want to attract real attention.

First and foremost, people are inherently curious about the lives of others. This is no different within the marketplace. There is an appetite to know who is working where, how they are performing and what they are achieving.

It is important to work with journalists and the media to fill this gap and educate the audience. With this approach in mind, stories should focus on new appointments and promotions, business milestones, awards, achievements and examples of best practice from industry leaders.

Covering these topics will educate and inform readers, while also reinforcing experience, authority and trust from the brand and business.

STAYING RELEVANT TO READERS

There is also significant value in steering away from the corporate mindset and creating personal profiles of employees, especially those who work in executive or senior management positions. Businesses must identify media outlets that put spotlights on individuals and pursue these opportunities.

This could be anything from employees offering commentary on topical trends in the sector, personal opinion about the news agenda or simply shining a spotlight on their hobbies and lives away from the office.

There are a plethora of opportunities to create human-centric angles that can be deemed newsworthy.

To impact of these stories can also go far beyond coverage in the media. As digital communications becomes more embedded into society and our daily lives, people from around the world can interact and engage with one another instantaneously.

TRANSPARENCY IS KEY

For industry, this means that transparency has never been so important. As mentioned, taking a more personal approach with the public, as well as the media, can create a sense of loyalty, familiarity and attachment towards a business, which should not be underestimated.

Ultimately, as readers and audiences are continually introduced to the people behind a business through media coverage, stronger relationships with existing customers are established and new business opportunities are created.

Securing media coverage is undoubtedly the most effective way to generate and maintain a positive perception among the public, but to maximise and maintain this relies upon stories that are more personable as well as relevant.

WHY THE UK GOVERNMENT SPENT £63,000 ON INFLUENCER MARKETING

Posted on February 8, 2021 by

As the influencer industry continues to evolve, we are seeing more positive uses for social media celebrities and their high profiles.

Following a Freedom of Information request by Full Fact, the UK government confirmed that they were working with key micro and macro influencers to spread awareness of the NHS Track and Trace app.

In an official statement, The Cabinet Office explained that a total of £63,000 was spent on influencers ‘’to reach young adults in a channel they regularly engage with.’’

An investment of this nature and size, particularly at a time when the economy is already suffering may seem completely unjustifiable to some. However, this misconstrued view could not be farther from the truth.

Influencer marketing works

Undoubtedly, the best way to engage an audience on social media is through influencer marketing. This reality was first recognised by consumer-facing brands who started utilising influencers to promote their products and business.

Now, as the world collectively begins to see the true value of influencers, their role in society has progressed into so much more than just a vehicle for selling.

When used properly, influencers have the potential to act as effective agents for social change. Thanks to their incredibly engaged fan base, they are in possession of a platform perfect for delivering messages that positively impact people and society.

The governments’ social media influencer campaign alone reached over seven million people. All of whom were encouraged to #gettested by the likes of former Love Islanders Josh Denzel and Shaughna Phillips.

The bottom line

The reason why influencer marketing has experienced exponential growth over such a short period of time is due to its simplicity. People listen to people that they trust. It really is that easy.

Much like any other peer to peer recommendations, influencers have the power to shape the behaviours of their followers through messages and information that they share on their social channels.

Are you interested in witnessing first-hand the many benefits of influencer marketing? Get in touch with our friendly team here. Alternatively, give us a call on 01924 862477 – we’d love to hear from you!