Author: Open Communications

WHAT TO EXPECT FROM A PR AGENCY

Posted on May 6, 2020 by

WHAT TO EXPECT FROM A PR AGENCY

The world of communications never stands still. To keep up, PR agencies are constantly having to evolve. This also includes extending the services and tactics that are available to clients of all sizes.  

Here at Open Comms, we work tirelessly to ensure that we continue to meet with the growing needs of our clients, whatever sector they work in. Our offerings encompass everything from traditional PR to digital content and more.

If you’re considering investing in Public Relations, here’s what you can expect from a PR agency that provides a full toolkit of tactics to deliver results and meet with objectives.

Social Media

PR’s natural ability to tell stories and build relationships goes hand in hand with social media. Which is why you will often find the two interlinked.

At Open Comms, you will be given extensive support with your brands online profile and audience engagement; whether that be through management, monitoring or strategic campaigns.

Management

Social media management refers to the process of managing a brand’s social platforms. This typically includes creating relevant and engaging content with the target audience in mind.

Not only can you expect us to craft tailored content for your social media platforms, but we will also publish this content on your behalf and monitor the levels of engagement it achieves.

A thriving social media presence is critical for the success of any business. This is why we will regularly analyse all social activity to ensure that our approach is working. If it isn’t, we will never shy away from suggesting different strategies.

Monitoring

Currently, we support a number of clients with the monitoring of their social media channels; Facebook, LinkedIn, Twitter and Instagram being the most commonly used.

Social media monitoring involves proactively keeping an eye on your social media platforms to check what others are saying about your brand.

This can often include, replying to customer enquiries, engaging with positive comments or dealing with customer complaints. All of which are taken care of by your chosen PR team.

Campaigns

An effective way to get noticed online is through carefully planned and timed social media campaigns.

An alternative to traditional marketing, campaigns on social media can help to build brand awareness, reach a wider audience, increase website traffic and ultimately drive sales.

We have extensive experience of creating seasonal campaigns. These can include everything from drafting content and carefully curated copy through to arranging brand led competitions and everything in between.

So, you can count on us to deliver activity that meets with results and objectives.

Influencer Marketing

 It goes without saying that influencers and their large followings are being leveraged on a global scale, with the influencer industry predicted to be worth $15 billion by 2022.

And, rightly so.

Influencer marketing has proven to be impactful. It helps brands build credibility and long-lasting trust with relevant audiences.

As an agency, we have supported several clients with influencer campaigns. This is why you can expect a large database of contacts that align with your business objectives and brand values when you work with us.

Market Research

 A fundamental part of PR is conducting market research. It allows a business to keep up to date on the latest trends and is also vital for finding out what competitors are doing.

To ensure that our clients are always informed about news that is relevant to their industry, we can share weekly market reviews. In addition, we also provide ideas and recommendations to capitalise on latest trends, so that our clients’ brand never miss an opportunity.

Not only is market research a vital part of any PR strategy, but it can also provide valuable insight when making important business decisions.

Traditional

Although times have changed, traditional PR is just as important as ever.

Press releases, print editorial, copywriting, media relations and crisis management are all essential components of Public Relations.

As an agency, we have offered traditional PR services for more than 11 years, so let’s just say, we consider it our bread and butter.

Our approach to PR is simple. We recognise that different tactics reach different audiences. This is why we listen to your objectives and design a tailored PR strategy to align with your business goals. Whether that be through traditional PR, digital PR or a combination of both.

Aside from professionalism and expertise, you should be able to expect a level of honesty and openness from your PR agency. Ultimately, an agency should work as an extension of your own team and that’s exactly how we do things here at Open Comms.

If you are looking to collaborate with a PR agency, why not give us a call on 01924 862477 or contact us here.

 

UTILISING PR PROPERLY AMID THE CORONAVIRUS CRISIS

Posted on April 30, 2020 by

As the UK embarks on another spell of lockdown, we are now seeing signs of progress in the fight against the Coronavirus pandemic. Although the future has never been more uncertain, these unprecedented times have guaranteed that the drastic changes to our daily lives will be ongoing for the foreseeable future.

The strict, but necessary, guidelines implemented by the Government in early March have caused widespread disruption; not just to our personal lives, but also to our professional lives as well. As society has been forced to adjust and adapt in response to the Covid-19 outbreak, the country has experienced a seismic economic shift that will be felt for many more months, if not years.

There has never been such a time where critical information has played a pivotal role. Customers, clients, business partners and employees alike must all be made aware of any changes that could have a significant impact on their lives.

Like so many other sectors, the PR industry has been forced to change rapidly to navigate through this ongoing pandemic. With that being said, it is at times of crisis that we realise just how valuable and critical communications can be.

As such, we believe that the implementation of a robust communications strategy can significantly help companies during this unprecedented period. We have listed our three top tips of delivering impactful PR amid the Coronavirus pandemic.

1. Take the opportunity to approach press and media outlets

During the nationwide lockdown, more eyes than ever will be searching for news and updates online. In response to this increase in online traffic, publications will be in need of as much content as possible to keep their readers engaged and interested.

Brands must take advantage of this opportunity by being proactive and calling on press contracts to find out just what sort of content is desired at this time. This will then enable them to tailor copy to the specific requests of each journalist and hopefully increase their chances of securing media coverage.

2. Don’t hide away from Covid-19

The ongoing pandemic has changed the way consumers shop, employees work and how services are delivered. Ignoring these changes could have a detrimental effect on companies and the relationship they have with clients and customers.

Communicating openly and honestly can be an effective way of creating trust and forming stronger relationships with the relevant people. A brand or company seen at the forefront of this crisis, whether its posting daily updates on websites, social media or in the press, can instill a sense of reliability and responsibility within the marketplace.

With that being said, businesses must recognise the difference between selling and informing. Communicating critical information isn’t an excuse to try to sell a product, so don’t fall in the trap of using it as a promotion tool. This will be received negatively and cause further damage to a brand.

3. Customer and client engagement

As life has taken a somewhat slower pace for some over recent months, it has provided these companies with an opportunity to reflect and reevaluate the way they operate. Part of this reflection could be focused on collating data regarding the experience customers and clients have when using a company’s services.

Crucially, this will help organisations to better understand how the current situation is impacting on their target markets whilst also providing them with a further opportunity to engage with their customer base.
An effective way to collate this information could be by using social media tools; whether it’s creating polls for followers to engage with or by posting questions for which the answer could be determined by retweeting or liking.

This will enable companies to communicate consistently on their own platforms, while also helping to garner more followers and potentially new business.

Although we don’t know when normalcy will return, we do know that we must remain resilient and willing to evolve to accommodate the current climate. Despite these challenging times, businesses need to keep an optimistic approach whilst continuing to deliver for their clients and customers.

Recognising the value of positive communications will not only support businesses throughout this pandemic, but organisations in all sectors across the wider economy.

 

LEVERAGING BRAND PERSONALITY ON SOCIAL MEDIA

Posted on April 23, 2020 by

Social Media

Brands and businesses often misjudge social media and the way it should be utilised. In the midst of polishing and refining a picture perfect online presence, brands can sometimes lose sight of what makes them different.

Every brand has its own story waiting to be shared online.

Social media simply acts as the medium which assists with a brands storytelling process and through this helps express its unique personality. This is not as simple as plastering a logo or copying and pasting the same 30 character long bio across all social channels.

Consumers nowadays crave authentic interaction and exciting content. Which is why injecting personality into every aspect of a brands social media presence is so important.

It’s what makes you and your content stand out.

Establishing a brand personality online can seem daunting at first, especially if social media is an entirely new territory for your business, so here’s a few tips to help get you started-

Focus on the brand, not the product –

Websites are for selling products. Social media is where you tell people about who you are, what you do and how you came about. Consumers want to know more about the brands they buy from and social media is the easiest way to share this information.

Bespoke interactions –

Avoid sounding scripted or generic and take a more personalised approach when engaging with people. This is a simple, yet effective way to take ownership of how your brand is perceived online.

Explore trending topics –

Social media is constantly evolving and trends change at the speed of light. Some of which you may not even know about. This is where google alerts come in very handy. Set up google alerts of key words that are relevant to your brand, so that you never miss an opportunity to reap the benefits of a trending topic!

Develop a social media handbook –

A social media handbook plays a vital role in sustaining a brands online presence, but unfortunately is often overlooked. Essentially, a social media handbook should outline your brands personality traits. It might also include a list of words or phrases that your brand should use or maybe topics that your brand should ‘watch out’ for. Either way, this handbook should act as a bible for you or your team to follow and will help to create relevant content for social media that is consistent with your brand and its personality.

Gone are the days when a product was enough to attract consumers. Now, brand personality is the driving force behind capturing the attention of audiences. For more tips on how to tell your brands story, read Lindsey’s blog here.

If you are wanting to explore social media or PR further, please do give us a call or email.

 

TIPS FOR WORKING FROM HOME

Posted on April 7, 2020 by

TIPS FOR WORKING FROM HOME

The disruption caused by COVID-19 has affected people and businesses all over the world. We’ve now had weeks of confusion, panic and uncertainty.

Like many others, the Open Comms team have been working remotely for some time. While this has been uncharted territory for us, it was one that we were prepared for.

With that being said, although we had systems and processes in place that would allow us to continue servicing our clients remotely and without any interruption, what I, personally failed to prepare for is how working from home can be mentally draining.

The first few days in particular were challenging. I went from a routine that I really liked to simply waking up and confining myself to my room all day. Fortunately, as the days have gone by, I have adapted to this new way of working by making small changes in my WFH routine.

Here are some things I have done that you can do also –

Have breakfast before starting work

The most important meal of the day and one that should not be delayed. Yes, many of us will be enjoying a lie in as we no longer need to commute but that doesn’t mean waking up at 8:57 to start work at 9. I noticed, if I miss breakfast while working from home, then I probably won’t have anything to eat until lunch, which would just make me feel less energetic throughout the entire morning. Sleeping in is great, but avoid over indulging. Give yourself enough time to wake up and have breakfast before logging on.

Check in with your team

Going from greeting your colleagues every morning to no interaction at all can make you feel disconnected. Just because you aren’t physically seeing your team does not mean you can’t drop them a quick message. Email is probably not the best option to check in with the team but there are many instant message platforms that can be downloaded for free such as Slack.

Step away at lunch

It’s really easy to fall into the habit of eating at your desk, especially if you’re already in the comfort of your own home. Don’t fall into this trap! During your lunch, take some time out to perhaps venture into the garden for some fresh air or even just change rooms. Get lost on social media or maybe give your friend a quick call.

Incorporate some exercise after work

Being active is more important than ever right now. Whether it’s one hour or 20 minutes, set some time aside after work to exercise. Not only will it help to maintain overall health and fitness but exercise can also lift your mood. I’ve come across numerous gym enthusiasts and vloggers who are providing in depth home workout plans, so there is plenty of support out there on how to get started!

Working from home isn’t as ‘easy’ as it sounds but with a few tips we can certainly make it easier! If not done properly it can take a toll on your mental health and general wellbeing. Although you might be at home, don’t disregard the importance of continuing to lead a balanced work-life routine.

CITY CATHEDRAL TO BE ENGULFED IN FIERY GLOW AT NIGHT OF FIRE & LIGHT

Posted on March 13, 2020 by

Although the brisk remnants of a cold and dull winter are still lurking in the open air, Wakefield is set to turn up the temperature as we welcome in the start of Spring.

As one of the most culturally diverse cities in the UK, the Wakefield district is home to an array of world-renowned attractions. With the likes of the leading international centre for modern and contemporary art, Yorkshire Sculpture Park (YSP); the award-winning art museum, The Hepworth Wakefield, and the National Coal Mining Museum for England, Wakefield certainly punches above its weight when it comes to things to see and do.

But arguably the most underrated and overlooked cultural offering, which sits in the heart of the city centre, is Wakefield Cathedral.

Although the residents of Wakefield may have become immune to the historic building’s towering and picturesque presence, the public’s interest in the cathedral will certainly be reignited during a two-night event at the end of this month.

Wakefield BID in association with Wakefield Cultural Consortium, the collective of cultural venues and business organisations from across the district, are set to launch a ‘Night of Fire & Light’ as Wakefield Cathedral is transformed into an illuminated cityscape.

Delivered by award-winning outdoor arts organisation, Walk the Plank, on Thursday 26 and Friday 27 March from 7pm – 9.30pm, the Night of Fire & Light will enable families to wander through a series of specially commissioned art installations and sculptures, which will cast a fiery glow around the grade-I listed building and its gardens.

Following flame-lit pathways adorned with intricately carved flower boxes and flame-filled floral chimneys, the event will put the spotlight firmly on the city’s cathedral, which will also be lit as a magnificent backdrop to the event.

Visitors will be able to experience Wakefield Cathedral in a completely new and exciting way! For further details about Night of Fire & Light visit www.experiencewakefield.co.uk/fire-light.

I for one, can’t wait!

UNDERSTANDING THE BENEFITS OF OUTSOURCING PR

Posted on March 9, 2020 by

Senior management may like it or not, but in order to realise their business’ full growth potential they will have to invest time and money in a robust and strategic communications plan.

Whether it’s raising a company’s profile, increasing brand awareness or protecting an organisation’s reputation, implementing a public relations strategy can be an extremely effective method of generating a significant boost in both revenue and profits.

The challenge, however, is to either keep PR services in-house or pay for an external agency to handle this process.

Although each option will require investment, the focus shouldn’t be put on the most cost-effective approach but rather the one that will deliver the strongest ROI. Looking at the long-term, outsourcing PR and marketing services can be much more advantageous than handling this approach internally.

First and foremost, working with PR agencies gives business leaders full access to an entire team of communication specialists and their varied skill set. No matter how complex the brief may be, agency professionals can each take a key area of focus to deliver a full-service programme of activity.

Once executed successfully, an external service provider can often become strategic partners to the businesses they work with, offering valuable market insight, guidance with future campaigns and expert advice to key decision makers and stakeholders.

Ultimately, PR agencies need to be seen as an extended team of the companies they work with, and not for.

Below are my top three benefits from working with an external PR agency

Team of experts: No matter the marketing or communication requirements, PR agencies will have a team of specialists at an organisations disposal to tackle any issue, often at the same price of hiring just one new employee. Specialisms include copywriting, social media management, digital marketing, press release writing, crisis management, plus many more.

Media relations: PR agencies have developed a vast network of media contacts in many different industries. So no matter what market a business operates in, specific members of press, publications and influencers can be targeted to help generate positive publicity.

Creative outlet: Creativity sits at the heart of PR agencies, whose teams are brimming with unique and imaginative concepts that will create buzz and excitement like never before. Businesses can capitalise whenever they are commenting on current trends, looking to disrupt certain sectors, enter new markets or simply trying to get in front of a wider audience.

Investing in PR should never be seen as ‘a nice to have’ but rather a key catalyst to obtaining further growth.

For more information about how Open Communications works with businesses and brands of all sizes please call a member of the team.

TRANSITIONING FROM JOURNALISM TO PR, ONE YEAR ON…

Posted on February 14, 2020 by

This time last year, I was preparing to leave my career in journalism behind.

A necessary change

After four and a half years in the industry, I finally made the decision to switch to public relations. But, as my former colleagues often taunted and teased me about turning to the ‘dark side’, I can safely say that the transition has been an extremely illuminating experience.

During my tenure as a business journalist, I was on the receiving end of the hard work of many PR professionals. Whether it was receiving press releases, organising interviews, collecting client comments or the often-tedious task of sourcing high resolution images, collaborating with PR agencies makes the lives of journalists a hell of a lot easier.

Although I’m sure many in the profession may be quick to disagree, or squirm at this admission, it is the truth!

Yes, journalism is a competitive, demanding and high-pressured job, but it can also be extremely exciting and rewarding. The thrill of being the first to break a story, working towards an impending deadline, meeting high-profile individuals, being privy to many major announcements and simply not knowing what the next day may bring were just a few of the things I thought I’d miss about being a journalist.

When my decision came to light, I found myself on the receiving end of the vitriolic questions journalists often pose to their target. But the majority of my contemporaries would simply want to know ‘why?’

Leaving a legacy

In recent years the rollercoaster ride of being a journalist turned into more of a repetitive slog where the twists and turns were becoming less frequent and lacked the thrill they once provided. In a world of economic uncertainty and squabbling politicians, the same doom and gloom headlines dominated the news in a never-ending cycle.

‘What legacy is this?’ I often asked myself. The realisation finally came that it was my time to stop and get off the rollercoaster. Another force pulling me to the ‘dark side’ was the positive experiences I had during my frequent encounters with PR professionals from a plethora of different agencies. I was always intrigued about the variety of clients just one PR agency could work with and the diverse ways in which they strategically operate to reach a certain outcome.

Collaborating with multiple businesses; learning about different sectors; promoting beneficial initiatives; marketing the latest products or just simply learning and refining new skills are a number of aspects which made PR much more appealing to me than journalism. My days of finishing one story then going on to the next were over.

My PR journey begins

Not long after joining Open Communications, I was introduced to what it really meant to be an agency that delivered PR, social media and content marketing strategies for brands and businesses across a range of sectors.

The concept that public relations industry revolved around writing press releases and making phone calls all day was quickly eradicated. My reality check was quick. PR professionals are multifaceted, motivated individuals who need to prioritise their own time, strategically plan out each day and week and expect the unexpected.

The biggest eye-opener for me was initially monitoring the scale of the day-to-day tasks the team carries out and how they all form part of a results-driven process which is applied to every single client.

Gone are the days where I’d be churning story after story for newsletter after newsletter, hoping and waiting for the monotony to end. My daily activities now comprise a range of tasks I didn’t have the means to complete just one year ago.

With no two days ever the same, I can be writing copy for a clients’ new website; laying out a comms strategy to enter new markets or creating promotional content one day, to researching the latest innovative features in a specific field or carrying out a social media campaign across multiple platforms the next.

It is also worth mentioning that the good old-fashioned press release still plays an important part but it’s certainly not the sum of the piece!  This is the sort of legacy I want to leave, and I cannot wait to see where my PR career continues to take me.

VIRTUAL INFLUENCERS: CREEPY OR CUTTING-EDGE?

Posted on February 4, 2020 by

With newspaper and magazine sales dwindling year on year, more consumers are taking to the internet for their daily fix of news and views.

Along with online news platforms, blogs have become a popular source of inspiration. As a result, many brands now work with bloggers and influencers. This gives companies the chance to tap into the appeal that these individuals have among their followers and subsequently spread the word about the latest launch.

As the world continues to become increasingly automated, virtual influencers are tipped to be the next top trend. With high-profile brands already utilising these avatar-like personas, could this signal the future of influencer marketing?

Creepy or cutting-edge

I must admit that initially, there was something slightly unsettling about the whole concept. Particularly our desires being manipulated by a fictional character. However, the more I thought about it, this is already closer to the current ‘reality’ than we may have realised.

Reality television continues to provide some of the most successful influencers. Yet, it’s common knowledge that these shows are often scripted. Therefore, the person that we think we’re emulating is a character, constructed by someone else entirely.

Likewise, any online persona is crafted to present a positive impression.

A personal connection

Arguably, we enjoy these platforms due to the more personal angle that they offer. This begs the question: can virtual influencers ever truly resonate with consumers?

The Drum explores this in further detail, asking whether fictional characters have the same ability as humans to forge real connections with an audience.

In my opinion, as consumers become increasingly technologically aware, virtual influencers are likely to be accepted as the next logical step. However, I believe that there will be limitations.

‘Real life’ influencers have the right to share the more personal, sometimes emotional stories and experiences. This is where I believe these constructed personalities may overstep the mark.

Echoing the thoughts shared in the article, I have concerns about virtual influencers delving into very real experiences such as sexual assault. This could be seen to trivialise serious issues, which should not be belittled in the name of marketing.

Do virtual influencers represent the future of influencer marketing?

I believe that virtual influencers have their place and I can see them becoming successful. However, I imagine their sphere of influence being more limited than that of their real-life counterparts.

I look forward to seeing how this one plays out as brands jump on this latest trend. For more tips on how to pick the right influencer for your brand, read Fareeha’s blog here.

ADDING AWARDS TO A COMMUNICATION STRATEGY

Posted on January 30, 2020 by

It’s hard to miss the glitz and glamour of the ongoing movie award season. Every broadcaster, radio station, magazine and social media platform is trying to ride the wave of the public’s unwavering interest in the rich and famous.

But despite these celebrities seemingly living a life we mere mortals can only dream of; it’s still surprising to see how much pride and joy they feel when receiving an award. More importantly, the viewer will register and remember who the winners are.

A movie or television show is much more appealing to the viewer if it has already been dubbed as ‘award-winning’. This forms an expectation that it is of a high quality. The same rules apply in the business world.

Winning awards adds credibility

As we live in such a connected and digitalised society, businesses can be subject to a thorough background search by practically any potential customer or client. Hence why it’s crucial for businesses to pursue opportunities to be awarded. Any type of special recognition will significantly help when differentiating themselves from competitors.

As such, awards must become a priority. Pursuing awards often falls under a company’s communication strategy, which will be implemented by their in-house marketing team or external PR agency.

Raising a company’s profile

PR agencies are brought in to raise a company’s profile, increase their brand awareness and secure as much media coverage as possible. As award submissions can require a lot of work, which has the potential to garner zero results, there is a risk of letting them fall off the agenda.

To prevent this from happening, the company and PR agency must be aligned in understanding the benefits of winning awards and where it fits within a communications strategy.

Below are three key tips to integrate award submissions into a long-term PR campaign;

Securing Earned media coverage

  • Shortlisted companies in for each awards category will be featured multiple times in the media as part of the build up to the event
  • Media coverage will continue for those that are announced overall winners
  • Awards are a useful way of securing organically generated coverage
  • Promotes companies within industry and wider business community
  • Builds brand awareness and increases overall profile
  • Increases visibility among competitors and industry leaders
  • Can be used as a way to introduce the company to prospects and customers

Social media

  • Promoting an award shortlisting or win on social media platforms to notify existing followers about the newly gained credentials will almost certainly attract attention and engagement
  • Can be used to attract new followers, which could be converted to new customers
  • Allows the company to add more personality to posts on social media i.e. celebratory gifs
  • Enables a company to engage directly with followers, thanking them for the support
  • Reshare media coverage of the shortlisting and win, adding in the awards # to engage with other nominees and attendees

Website/blog copy

  • Feature copy of shortlisting and win in the news section of website is a good way of increasing visibility with new and existing customers or clients
  • Repurpose copy for a blog post
  • Enhances a company’s reputation within its specific industry and distinguishes them from the competition
  • Validates services or products a company offers
  • Use links to blog and news section in social media post to draw traffic to website

Having a positive impact from awards

Winning awards can not only impact new business, but it can also have a positive effect on employees, senior team members and the company as a whole. They must not be overlooked. A robust communications strategy must place emphasis on award submissions, and if they are done right, the long-term impact can be extremely beneficial.

For more information about how Open Communications works with businesses and brands of all sizes please call a member of the team.