MAKING BRAND MESSAGING ACCESSIBLE

Making brand messaging accessible

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

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

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

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

Where and when

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

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

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

Online or in print

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

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

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

Achieving reach

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

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

Being specific

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

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

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

Complementary channels

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

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

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

Frequency and consistency

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

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

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