Author: Open Communications

MEASURING THE IMPACT AND VALUE OF PR

Posted on January 27, 2021 by

PR is driven by helping brands and businesses create a positive perception among the public. Although there is no definitive metric to measure the success of a pr campaign, the overarching aim is to not only reach the largest audience possible but convert this interest into new business opportunities.

As a PR professional, I’m well aware of the long-term results and transformative impact that PR can have on businesses large and small. But as we are living in an increasingly data-driven world, there is a growing demand to see the immediate impact of PR and how this can be evaluated as a positive return on investment.

Therefore, the ability to demonstrate the value and effectiveness of PR has never been so important.

With a plethora of data analytical tools to use at our disposal, the way PR professionals evaluate the results of their work has gone through an evolution in recent years. But due to the multi-faceted nature of public relations campaigns, this is far from a black and white process.

As one PR brief and completely differ from the next, it is important that any metric or data pertaining to the impact of a campaign is given concise context and aligned with the business’ wider goals. This is where the true value of PR can be measured against a return on investment.

Here at Open Comms, we work with a wide-ranging client base that operate in very different industries. As such, we ensure that our results are given context, backed up by evidence and correspond with our clients’ wider objectives.

From my own insight and experience, I will share two critical methods that can reflect the success of a PR campaign.

Media coverage:

Whether it’s national, regional or trade press, obtaining media coverage is arguably the most effective way to garner the most attention of a business or brand. As news can now be accessed instantly by any person holding a smart phone, computer or any similar device, securing media coverage can potentially reach audiences across the globe.

Once a business has hit the headlines, it provides them with the credibility and legitimacy to build a positive reputation. This can then be leveraged as a platform to engage with the public and ultimately help businesses promote themselves within the marketplace.

UNDERSTANDING THE VALUE OF DIGITAL MEDIA

The true impact of securing media coverage, however, can only be realised if it is consistent. Once a business is regularly featured in newspapers, online publications, or even broadcast and radio, it will be viewed as a trusted and reliable source.

Once this has been established, media coverage must be utilised as an effective marketing tool to impact on consumer behaviour and attract new business opportunities.

So, put simply: the more media coverage secured, the bigger the audience is reached.

Social media:

There is no denying that the role of social media within the marketplace is critical. The influence of platforms such as Twitter, LinkedIn and Instagram, has completely transformed how businesses are marketed.

With social media holding so much significance to the overall success of a business, a social media strategy now forms a critical part of any PR campaign.

Each channel provides existing and new customers the opportunity to directly engage with brands and businesses anywhere at any time. That being said, it also gives businesses direct access to communicate with their customer base as well.

THE POWER OF PERSONALISING SOCIAL MEDIA CHANNELS 

Transforming these exchanges turn into positive experiences, however, is solely reliant on the content being shared. Whether it’s promoting a new product, service, announcing a company update or commenting on a topical trend, the content must capture and maintain the user’s attention.

Aside from monitoring an increase in followers and engagement, much more data can be extracted and analysed to showcase the value of social media. As part of the PR campaign, we can determine the peak time of visitors to the platforms, where they are located and what pieces of content are garnering the most attention.

Compiling this information is critical to forming a complete picture of how social media channels can be best used to support the wider ambitious of a business or brand. Once these platforms are being used in a purposeful and strategic way, tangible results will be generated and clearly show the value to the return on investment.

WORDS MATTER: PURPOSE-LED COMMUNICATIONS IN 2021

Posted on January 18, 2021 by

Brands that are continuing to survive the pandemic, are doing so with purpose-led communications. It really is that simple.

A crisis provides clarity, both in life and most definitely in business. It shines a light on what is truly important and ultimately becomes a catalyst for change. Companies that acknowledge, accept, and adapt to this type of seismic shift are those that move forward instead of being left behind.

As a result of Covid-19, and a particularly polarised political climate, 2020 was driven by purpose-led communications campaigns that resonated with changing consumer behaviour and preferences. Suddenly it was less about selling a product and more about catering to the emotional needs of customers.

Lego – #LetsBuildTogether

If you are an avid social media user like myself, then you have probably come across Lego’s #LetsBuildTogether campaign. A fantastic example of purpose-led communications, the campaign was intended to support people rather than sell products as explained by James Gregson, Director and Head of Social Studio at the company. Gregson also reinforced that the brand wanted to “practice action over perfection” while reaching people as quickly as they could.

This agile approach to the crisis supported Lego in garnering huge success across multiple digital platforms. In fact, the brand saw a 14% increase in positive mentions which reflected a surge in demand.

Learnings to apply in 2021

Brands like Lego turned uncertainty into opportunity. As opposed to pushing a sales message, they are adding value to their community and helping to alleviate people’s pain through positive messaging.

Recognising this type of marketing and understanding the vital role of purpose-led communications is crucial for any business wanting to succeed. This is further validated by Deloitte’s 2021 Global Marketing Trends which revealed the following:

  • “Almost four in five people could cite a time a brand responded positively to the pandemic and one in five strongly agreed it led to increased brand loyalty on their part.”
  • “Conversely, more than 25% of those who noticed brands acting in their own self-interest walked away from those brands.”
  • “Furthermore, fifty-eight percent of respondents could recall at least one brand that quickly pivoted to better respond to their needs, and 82% said this led to them doing more business with the brand.”

The reality is that consumers expect more from brands, especially during difficult times. It is not enough to simply sell, sell, sell. People are looking for help from brands through purpose-led communications and in return are willing to reward those that can meet their requirements with sincere advocacy.

If you would like to discuss how the team at Open Comms can help your brand through impactful and purpose driven communications, contact us here, call: 01924 862477 or follow @OpenComms_.

THE MANY WAYS CASE STUDIES CAN BENEFIT BUSINESS

Posted on January 13, 2021 by

Although a successful PR strategy is made up of many different strands of activity, they must all seamlessly come together to use effective communications to meet with the wider objectives of a business.

Whether its increasing brand awareness, educating the market on a product or launching a new service, no two PR strategies will ever be the same. Not least because the public’s expectations continually evolve.

This has been most evident throughout the past year. Amid the devastation that we have all experienced, this pandemic has undoubtedly accelerated the digital revolution across the globe. By becoming a more tech-centric society, the landscape for business is undergoing a complete transformation.

Therefore, the need for concise and clear communications has never been as sought after. But as entire industries and working practices continue to change, it is important for businesses to update and archive any achievements and milestones they have reached. These are best communicated when presented as case studies.

How case studies impact a PR strategy

Although there can be a lot of time spent gathering information and insight, case studies enable businesses to showcase the work that has been carried out, the type of clients they work with and more importantly, what they are capable of delivering.

Without a doubt, they have an integral part to play within a PR strategy. Once complete, a case study can act as a marketing tool that can be used to generate new business enquiries and to educate and inform certain sectors of an organisation’s expertise within that market.

Case studies have many benefits. Not only can they act as an active record or timeline of key internal milestones, but can also highlight how significant growth targets have been achieved and clearly demonstrate how existing clients are benefiting from using a specific service or product.

They also offer businesses accountability. By sharing case studies on social media channels, on a website or via the press, businesses are providing evidence that can be used to substantiate any claims made in advertising.

With that said, the output of any case study can also be maximised if it focuses on what’s relevant and topical within a specific industry or the wider marketplace. This will ensure that, when published, it already resonates with the intended target audience.

The contents of a case study

We now operate in a data-driven world. With new technology and innovative developments changing the way we live and work. Data analysis is becoming the driving force behind decision marking within businesses at practically every level.

This is where the full potential of case studies as reliable and effective resources can be fully realised.

By showing specific metrics, whether it’s an increase in profits, meeting quarterly growth targets or expanding workforce, this set of data can help promote the effectiveness of specific products and services to prospective clients.

To further enhance a business’ successes and achievements, let the clients they already work with speak about their own experiences. Testimonials not only give further credibility to a case study, but also strengthen the overall perception of a business by having an external voice speak so positively.

Sharing success

Some companies believe that sharing case studies will provide competitors with too much information. This is very unlikely. Competing businesses are already targeting your clients, so enhancing the relationship that you have through case studies is actually a positive.

It shows that the work that was completed is endorsed by that business and that you are a reputable supplier that delivers results. Furthermore, it shows other potential customers in the same market what they are missing.

Far be it that a case study will deter a customer from contacting you, it will do the exact opposite. Using this information to support sales will redirect the resource and time taken to compiling these examples to where it matters most, converting leads.

There is nothing wrong with sharing success, both internally and with an external audience, and case studies are a great way to do just that.

If you would like to discuss the benefits of case studies for your business, get in touch with our team here. Alternatively, give us a call on 01924 862477 – we’d love to hear from you!

ARE YOU STILL UNDERESTIMATING THE POWER OF PR?

Posted on January 7, 2021 by

A misconstrued view of the PR industry can often prevent business leaders from recognising the breadth, depth and true effectiveness of communications. As a result, many companies still continue underestimating the power of PR and subsequently miss out on the undeniable value that it brings to a brand and its longevity. 

Though a disruptive year plagued with its own unique challenges, 2020 has taught us all some valuable lessons. The pandemic has reinforced the importance of specialised PR across the globe and has showcased how impactful communications, particularly during times of crisis, can become a lifeline.

Meaningful communications in a post COVID-19 world

As the nation continues to adjust and adapt, brands are acknowledging the changing environment and focusing their efforts on engaging in meaningful dialogue with consumers, rather than centering campaigns around overt selling.

This approach has been fundamental in influencing positive public opinion. Without doing so, companies would have faced the very real risk of losing customers. In fact, a recent report showed that 94 per cent of UK shoppers would walk away from brands if they didn’t agree with their response to COVID-19.

With such high stakes, businesses have started to witness firsthand what impact PR can have and the critical role that communications plays. While advertising campaigns were put on pause during the most part of 2020, many brands instead invested in generating new virus-related content and messaging.

As opposed to being assigned a ‘supporting role’, Public Relations was finally given center stage within marketing strategies.

Using PR to lead the way

Between the pandemic, protests, politics and the US presidential election, 2020 was a year of chaotic headlines and heartbreaking articles. Due to this, an appetite for ‘good news’ grew amongst media channels.

Reporters were constantly searching for up lifting articles to share with their readers. Brands that managed to offer a positive and genuine story, were able to secure media coverage and in turn win the trust of their consumers at a time when it was desperately needed.

Prior to the pandemic (perhaps even now), Public Relations and its significance seemed to have been generally misunderstood.

During my career, I have witnessed a myriad of myths and misconceptions about my professional field. The most absurd being that it is no longer relevant. Last year not only proved this to be completely false, but it has done the opposite and further reinforced the power of PR.

Although the industry at its core is based on traditional principles, it has continued to evolve with the times. PR is so much more than press releases. It is a much broader discipline, encompassing everything from social media to digital marketing and all in between. No longer can it be undervalued or underestimated, it is a toolkit to reach audiences and maximise success. Businesses that don’t recognise that will invariably lose out to competitors that do.

If you would like to experience the benefits of PR first-hand, get in touch with our team here. Alternatively, give us a call on 01924 862477 – we’d love to hear from you!

UNDERSTANDING THE VALUE OF DIGITAL MEDIA

Posted on December 21, 2020 by

As society becomes increasingly reliant on new technologies, the way we communicate with one another has arguably gone through the most dramatic evolution. No matter the type or form of correspondence, the emergence of digitalisation has given us an increasing number of ways to absorb and distribute critical information.

This is especially evident when it comes to digesting news. Traditionally, print publications and scheduled televised broadcasts have been society’s main source for breaking, regional, national and world news.

News on demand

In recent years, however, digitalisation has spearheaded an era of change. As a result of new innovations, it has become necessary for media companies to adapt to online platforms as the expectations of their audiences evolve.

In today’s world, news can be accessed instantly. With online publications providing access to a global audience, every person holding a smart phone, or any similar device, can instantly engage with these platforms.

Whether it’s via email, through an app or on social media, everyone can find the latest updates at anytime from anywhere. These are now the expectations of society and falling short of delivering this immediate engagement could be significantly damaging to press publications.

Extending reach

As well as providing benefits for the end-user, this digital revolution has also afforded many new opportunities for the press to take advantage of. Not only is moving to a digital centric model more cost-effective, agile and adaptable, but it can engage with a much larger audience.

The true value of uploading an article to a news website is simple; it can be read by anyone, at any time, in any location. More importantly, the content can then be repurposed to resonate with other members of a particular target audience.

This can be anything from the article being shared across social media channels, sent via email newsletters, or even appear as a tending topic on Google News.

Making the most of every opportunity

As PR professionals, we at Open Communications want to get the most out of the coverage we generate for our clients. Undoubtedly, there is still significant value in generating print coverage, but the opportunities within online publications are simply far greater.

As this trend continues, fighting for space in newspapers and other trade titles has never been so competitive. This has therefore made print coverage much more prestigious, and more challenging to secure. Never before has it been so important to write well, and for the audience you are targeting.

Time is of the essence

This is why we always ensure that for those still producing quality newspapers, such as The Times, The Guardian or The Telegraph to name a few, receive any newsworthy content at the exact same time as their digital counterparts.

However, as the market share of digital news platforms continues to grow, so will the opportunities to be featured on them. Whether it’s trade, regional or national digital media platforms, they need to be populated with the latest news and updates on a daily basis. Their demand needs to be met.

By providing them with the latest news and updates that are most relevant to their readership, the chances of securing media coverage significantly increase. The more coverage secured, the larger the audience is reached.

If you would like to know more about our approach to media relations, content creation or traditional PR then contact Open Comms on 01924 862477 or please visit www.opencomms.co.uk.

THE VALUE OF TRADE MEDIA

Posted on November 24, 2020 by

No matter the brand or business, when measuring the success of a public relations campaign, several metrics can be used as part of the evaluation. Although a PR brief can differ from one client to the next, they all arguably have the same ambition to secure as much media coverage as possible.

Making the morning headlines is one of the most effective ways to reach the largest possible audience. It provides brands and businesses with the platform to build a positive reputation, which can have a transformative impact to their overall success.

However, in order to maximise the potential benefits that media coverage can deliver, a strategic approach must be taken. Whether organisations are featured in print, online, on the radio or TV, it is not always the quantity that produces the most value, but the quality of the coverage.

This is what makes trade media opportunities so critical. Although the mainstream press will certainly have a much larger audience, targeting trade publications can potentially be more impactful and resonate with readers on a more meaningful level.

What is trade media?

Trade media titles feature content that revolves around a particular industry or profession. Their main function is to communicate information that can be influential and resourceful to those working within that marketplace.

Therefore, unlike mainstream media publications, the tone of voice and detail you find in this content can be as technical, specific, and detailed as necessary. With the freedom to cover such a wide range of topics relating to the industry in question, trade media titles offer readers an informative insight that cannot be found elsewhere.

Whether it is an interview with a leading business person, company news update, an opinion-led feature, new research or the launch of new products and services, each article will comprise the detail that is relative to the readers.

Furthermore, what makes this content all the more valuable is that the readers will have one shared interest; the industry they work in and are associated with.  This allows organisations that submit content to both communicate with their intended target audience and to build credibility by association.

Value of trade media coverage

Although securing coverage in the trade media may not reach the biggest audience, it can act as an extremely effective asset when a brand is trying to establish themselves as a serious player within the market.

These publications must be leveraged when individuals, senior teams and entire businesses want to become recognised as industry leaders and experts. Once a company’s products, services and capabilities have been regularly covered, this business will become synonymous with the industry.

As a result, a brand’s awareness will rise, a business’ reputation will grow, and its share of the market will begin to increase. Combining all these factors will ultimately help organisations of any size to attract new business and achieve their wider growth ambitions.

This is exactly why investing in a robust and bespoke public relations strategy can have wider benefits than many businesses first assume. It’s not just about hitting the headlines for the right reasons, but more about attract interest where it will have most impact.

If you would like to know more about Open Comms and how we can help secure you coverage in trade media publications, why not give us a call on 01924 862477 or please visit www.opencomms.co.uk.

MAINTAINING MOMENTUM AFTER A BRAND LAUNCH

Posted on November 19, 2020 by

Launch

The launch of any new or reinvented brand is often accompanied with a unique opportunity to standout in the marketplace. With all eyes on your company, it’s the perfect time to create positive buzz, drive awareness and increase visibility.

Fast forward a few weeks and the interest has faded. The applauses have died down. There’s also less coverage coming through the door. Then, soon after, the realisation hits. Your brand launch is officially old news. History.

Of course, making an initial splash is great. However, your efforts and investments are likely to be wasted if a post-launch plan has not been considered. Think of it this way, in the pursuit of reaching sustainable success for your business, a brand launch is just phase one of many.

TURN MILESTONE INTO MEANINGFUL CONTENT

Once a launch is over and done with, you will be left with plenty of content to review, re-share and re-purpose. The objective here is to use what you already have in a new and different way.

A simple press release for instance can be updated so that it sits on your brands website or perhaps across social channels. There may also be several pieces of coverage that can be promoted across your company’s owned platforms.

These are just a few examples of how a launch milestone can be turned into meaningful content which prolongs the buzz among prospective customers.

TAP INTO THE EXCITMENT INTERNALLY

It’s common to find that the energy and motivation that was once there dissipates among employees after a launch. This usually boils down to one reason: a lack of clear communication internally.

Although frequently overlooked, it is just as crucial to keep employees engaged as it is customers. In fact, I would even argue that it’s more important. A team which is unenthusiastic cannot possibly inject the level of passion required to successfully and consistently drive a brand forward.

In order to prevent this from happening, it’s vital to consistently share the progress a brand makes, its achievements and wins with colleagues. By doing so, you encourage excitement and enthusiasm from within your business.

We often say that the biggest advocates are those that work for you, so factoring them into your plans is certainly worth considering.

CHOOSE PROACTIVE INSTEAD OF REACTIVE

The chance to secure media coverage very rarely comes out of the blue. More times than not, it comes as result of proactively searching for the right requests from relevant media contacts and endlessly pitching to a long list of busy journalists.

While you may have experienced an influx of emails from contacts after your brand launch, trust me it’s temporary. Don’t rely on the assumption that you will stumble upon a perfect opportunity to gain media exposure, as that may never happen. Instead efforts should be focused on proactively exploring every opportunity that could secure quality coverage.

Though a well-executed brand unveiling can lead to impressive sales and fantastic coverage, this will only last for so long without a proper post-launch plan in place.

If you have recently launched a brand or are looking to do so, get in touch with our PR team here. Alternatively, give us a call on 01924 862477 – we’d love to hear from you!

TAKING A PROACTIVE APPROACH TO WORK IN LOCKDOWN

Posted on October 29, 2020 by

In recent months, the public have made a collaborative effort to get life back to some sense of normal. As lockdown restrictions began to ease, employees returned to the workplace, children were back in school and the economy was embarking on a long road to recovery.

This progress, however, is now at risk of coming to an abrupt halt. Although businesses across all sectors have worked tirelessly to become safe and secure, this global pandemic is once again on the rise and stricter social measures are set to be reintroduced.

Although this may be a daunting prospect for many, we must try to remind ourselves of the positive developments that have been made both in our personal and professional lives.

Among the many changes society has experienced, the biggest adjustments were most prevalent in the way we work. New technologies were embraced at a rapid rate, working practices were completely modified and entire industries underwent their own digital revolution.

Yes, the prospect of another lockdown is unwelcome, but businesses across the country are now equipped to deal with this scenario and must take with them the lessons they have learnt from the past nine months.

Communication and connectivity

The sudden shift to remote working caused widespread disruption across the marketplace. Offices became completely barren as vast numbers of employees began to work for their own homes. Although having a flexible workforce isn’t a new concept, it has never been practiced on such a wide scale and, for the most part, on a permanent basis.

A trial by fire for many, clients, customers, employees, and key stakeholders had to quickly evolve their traditional working methods if they were to ensure productivity and business continuity remained intact.

Those that were successful will have undoubtedly implemented new and innovative technologies into their business processes. This has proven to be most effective in the way we now communicate.

With physical interactions strictly prohibited, the Open Comms team for example have utilised video calling as a safe and secure alternative. Although the preference for many will always be to engage face-to-face, the enhancement of video capabilities has provided many benefits to our team. As with many workforces across the country, it has ultimately helped us to remain open for business.

With a flexible working approach, employers have been able to allocate more time to catch up with their team and other office members, whether this is through Teams, Skype or other video conference platforms.

Unexpectedly, without the usual rat race rush and time spent in a particular office, the use of technology has also enabled employees to become better connected to colleagues from different areas of the business. Not only does this create a more connected and inclusive culture, but it also promotes synergy across the company as a whole.

More importantly, many businesses have harnessed video conferencing to deliver a digital customer experience when conducting consumer to business interactions. As the behaviors of potential consumers continue to change, those hardest hit by this global pandemic must resume using video technology as a means of engaging with their customer base and selling products or services.

Mental and physical wellbeing

As we are now many months into the Coronavirus crisis, the traditional eight-hour working day is being slowly replaced with a more flexible model. Although adjustment periods can often be difficult, adapting to living amid a global pandemic has the potential to magnify all our concerns and anxieties.

When the spread of this virus initially took hold, the uncertainty that came with it undoubtedly had an adverse impact to many people’s mental states and being housebound for multiple months was also detrimental to our physical fitness.

However, we quickly learnt to take advantage of lockdown by using the extra time to enjoy life away from the office. Whether this was developing new hobbies, exercising more frequently or spending some much-needed time with our families. We must continue to make concerted efforts to stay proactive despite the threat of Covid continuing to impact our lives.

That being said, it is important to remember that no one person’s mental health will be the same, and therefore can change on a daily, weekly or monthly basis. When someone may be struggling, another could be thriving. Therefore, whether it’s business or in our personal lives, we must also be wary of the people we work and live with as further social restrictions come into play.

Although this has obviously been a difficult year, we must continue to adapt what we have learned over the past several months to improve our daily and future lives. Once this has passed, the legacy of this pandemic should see our working and personal lives be vastly improved.

HOW PASSION TRANSLATES INTO SUCCESS

Posted on October 23, 2020 by

“If you don’t love what you do, you won’t do it with much conviction or passion.” -Mia Hamm

The simple truth about PR, is that it’s not easy. In fact, that’s an understatement. PR is tough. It’s extremely demanding and requires a whole host of skills, in addition to some very specific personality traits. However, this isn’t me complaining. Despite the challenges, I love my job. Like the rest of the Open team, I am passionate about what I do. It’s this passion, which ultimately translates into success for our clients.

While many agencies may claim that they have a sincere desire to help their clients, we live and breathe this. Our enthusiasm and interest goes well beyond the invoice. For us it’s not just about achieving short term objectives and quick wins, we focus on sowing the seeds for continued success too. As a result of this approach, we deliver campaigns which often exceed our clients’ expectations.

INJECTING PASSION INTO EVERY PROJECT

Bringing on a new client or starting a new campaign is always going to be exciting. However, ‘newness’ fades away, whereas passion rarely ever does. So, you can only imagine how important it is for us to inject passion into every project we take on.

As a group of people who genuinely love what they do, we naturally bring excitement and enthusiasm when it comes to the range of brands we work with. This is then reflected in the quality of the campaigns we produce. Simple. If you are not motivated and inspired by what you do, then how can you possibly do the job well?

WHY PASSION SHOULD BE A KEY CONSIDERATION FOR CLIENTS

Building a brand with so much devotion, only to partner up with a business who does not hold the same attitude and approach, simply doesn’t make sense. Especially considering the best brands are built around passion. Therefore, partnering up with a team who radiate the same sense of intensity and dedication is crucial.

Now, some may argue that ‘passion’ is only useful under the right circumstances. For me, this just isn’t true. Passion is dynamic. It can be a vital ingredient for persevering in tricky situations or it can be the driving force behind new thoughts and ideas.

Want to know more about how we deliver successful campaigns with a passion? Contact our team here or alternatively give us a call on 01924 862477, we’d be happy to hear from you.