Tag: brand building

REDIRECTING BUDGETS TO PR FOR SUSTAINABLE RESULTS

Posted on June 30, 2020 by Open Communications

For many of us, it is human nature to invest in those areas that reap immediate rewards. Depending upon a business’ objectives and the tactics being used, PR isn’t always one of those things. This can lead companies to allocate their budgets elsewhere. However, with a little time, patience and expertise, the benefits achieved through a sustained programme of activity, can elevate an organisation to levels which far outweigh financial spend.

That’s not to say that PR isn’t a specialism with the potential to provide results quickly. Campaigns are a great example of how tangible outcomes can be achieved within a relatively short period of time. However, to deliver sustainable results which benefit the long-term success of a business, PR should be considered an investment for the long-haul.

The true power of PR

Some consider it to be a ‘dark art’, but this is based on outdated perceptions. Actually, put quite simply, public relations does what it says on the tin. It helps a company relate to the public, forming an important interface between an organisation and its customers, employees and stakeholders.

It allows a business to share whatever it needs to say, in a way which is authentic to the organisation. These communications are managed, from start to finish, by specialists who know how to craft a message in a way which will appeal to each unique audience.

The best channels through which to share news are carefully considered, and timed, so that developments are received positively – both by the media, and by the intended audience. Ultimately, PR professionals increase awareness while managing the reputation of a business. This allows brands to reach new levels of love and a position where they can be considered ‘well-known’.

A team that can be relied upon

A good PR agency will become an extension of their client’s teams. A service that can be relied upon during times of uncertainty, and a sounding board for trusted advice and guidance.

Most businesses will endure a crisis at some point during their journey. Depending on the nature of the industry, some will weather a number. However, having a reliable PR team on board, who already know the company and its systems and processes, really can be the difference between a make or break scenario.

The truth is that when a crisis hits, it can often be the first time that a company has considered PR. If you do not have a team in place, it is most certainly a wise move. However, getting to know a brand-new agency, sharing the ins and outs of your business, its culture and the crisis itself can be a time-consuming process. All at a time when moving cautiously but quickly would be the best plan of action. Food for thought which comes that little bit too late for some.

A wise investment

If PR is something that you’ve been considering, chatting this through could be a great way to determine whether it is the right route for your business.

As an agency, we would never take on a client if we didn’t genuinely believe that we were right for you. Our passion and enjoyment comes from securing results, so we firmly believe in being honest and upfront about what we can offer.

For most organisations, PR is a wise investment. In fact, I’d go as far as saying it could, quite possibly, be the best investment your business will ever make.

If you’re interested to learn more, have a glance at our ‘what we do’ page. Read a little more about our team. Or hear about a few of our clients, past and present, on the ‘work’ page. Or simply give us a call on 01924 862477 – we love to chat!

WHAT KIND OF BUSINESSES BENEFIT FROM PR?

Posted on June 11, 2020 by Lindsey Davies

When we ask the question ‘what kind of businesses benefit from PR?’, we are making certain assumptions that organisations fit neatly into boxes.

It is presumed that those most likely to benefit will sell products direct to consumers or have huge budgets to invest. The good news is that neither of these are strictly true.

Companies or all sizes and sectors can benefit from PR. They could be business to consumer, business to business or third sector. The trick is to make sure that the strategy behind the schedule of activity and tactics chosen will deliver against objectives.

Setting objectives

We’ve said it before, and we will say it again; businesses must set clear objectives if they are to secure the return on investment they expect from PR. Without targets in place, agencies have nothing to compare results against. There is no benchmark of good or bad, success or failure.

Any organisation that is going to spend the time and money required to implement an effective PR strategy should start with what they want to achieve. Irrelevant of sector or target audience, there needs to be some clarity when it comes to what constitutes an outcome to be celebrated.

Sector specific

It is true that some sectors have embraced PR with open arms, seeing the benefits that it delivers. Take FMCG (fast moving consumer goods). Many brands within this marketplace will implement a PR strategy from launch. They will also benefit from the results that this delivers long beyond.

The argument is that these businesses have a captive audience and often a mass market to communicate with. Perhaps this is the case, however they have also recognised the benefits that can be achieved through PR. This is the first step to setting strong foundations for any brand.

In contrast, consider manufacturing. This is huge and varied industry. Whatever the company is making, in my experience too many businesses are missing out by believing that PR will add no value.

Far too frequently, I hear people say that their audience wouldn’t be interested or that their products are too niche.

This is where PR is underestimated. As a specialism that is used to communicate, it can also be used to target many different audiences. This may be internal colleagues, stakeholders, investors, board members or future talent.

Remembering to communicate effectively with those that matter to a business most should never be over-looked.

When it doesn’t work

We work across a range of sectors from retail to print, confectionery to third sector. We have always said that if we couldn’t deliver for a business, we would let them know. There is no point in taking on a brief that isn’t going to work. Worst still, taking someone’s money knowing you will deliver no results.

In eleven years, I can count on one hand the number of times we have had to have this conversation. It isn’t because PR wouldn’t work, but because the approach or tactics the client wanted to use didn’t fit with our recommendations.

There are so many different tactics you can choose when you work in PR. As well as being a blessing this can be a challenge. It is our job to use those that will deliver a consistent return but there are occasions when a brand will want to do things their way.

All we can do is offer honest advice and that’s what we do.

Getting the tactics right

With a toolkit of tactics, we are in a very fortunate position to be able to curate a campaign that is specific to each client. There is no one-size-fits-all in PR. We have to think long and hard about what we can do to make the brands we work with stand out from the crowd.

Thanks to experience, we are able to do this. We work with our clients to make sure they get the very best value – and consistent results – from the campaigns and year-round programmes we deliver.

It may be a press office, which ensures these brands are featured regularly in the news. It could be shared content that reiterates expertise and builds trust. It might be social media posts that engage with a specific audience and build a community. Or, all of the above and more!

Relying on experts will make life easier and results quicker. There is always an element of test and measure with PR. Knowing you can change approach at any time limits risk, which is a further benefit to PR.

Making the most of what you have

PR is one of the most cost-effective marketing tools there is. That isn’t to say it is ‘cheap’ or easy. The truth is that it takes time, and time is money. However, when you get it right the results will have a positive impact on your business and its bottom line.

Building profile, securing coverage, increasing online presence, managing a crisis, preparing for a product launch, consistently communicating with customers – these all fit under the umbrella of PR.

As a business, when I look at where we will invest, I consider the impact that product or service will deliver. Should other companies do the same when it comes to PR, I am sure that many more brands would be benefitting. Whatever sector, I am confident that most organisations would benefit from PR.

It is a specialism that should be taken as seriously as finance. PR is still about managing the reputation of a brand and business. Arguably, the most valuable asset of any organisation. If ever there was a more significant reason to consider PR, this has to be it.

For further information about how we work with businesses of all sizes to deliver against their objectives please contact Open Communications on tel. 01924 862477.

BUILDING A SUCCESSFUL BRAND

Posted on December 17, 2019 by Open Communications

Every day we count our lucky stars knowing that we work with a host of amazing businesses across diverse industries including automotive, recruitment, digital, food manufacturing, architecture and third sector.

Despite our clients operating in such distinct areas, they all have one thing in common; not only do they know how to build a successful brand, they also understand how to maintain that success.

What’s great is that we get to support these organisations and to celebrate their ongoing achievements.

Establishing values

At the start of any brand journey, it’s vital to sit down and think about the bigger picture.

What inspired you to offer your particular product or service? Is there a passion that drives your organisation forward? What issues are important to your business? Which common traits describe your team?

Only with these points addressed can a business truly live, breathe and begin to present a cohesive approach which effectively communicates the brand and its values.

Identifying a brand ‘voice’

Once a company has pinpointed its underlying values, it’s a good time to begin forming a brand voice.

Brainstorming a collection of words which feel ‘right’ is a useful way to start the process. With a bank of vocabulary in place, this can be used as a basis for press releases, website copy and a social media schedule.

Adopting a style of communication which is unique to your business is a great way to add some personality and to give a point of difference which will allow a brand to stand out from the crowd.

A catchy, concise positioning statement

If you could use only one sentence to explain your business, what would it be?

Taking the time to craft a crisp positioning statement which encompasses all that your organisation delivers will help consumers and other businesses to quickly become familiar with the product or service that you offer.

Hierarchy of messaging

With your overarching statement perfected, what other key messages would you like to share about your company?

Perhaps what sets your offering apart is the fact that it is organic, eco-friendly or addresses a problem which has yet to be solved.

Identifying three or four main points will ensure that future communications are prioritised correctly, focusing on the elements which are most important about your product or service.

Authenticity

In today’s world, consumers are savvier than ever. With access to a company’s website, social platforms and any news articles at the touch of a button, it’s important that a brand remains authentic in its approach.

For instance, it’s no good positioning a business as caring about the planet and then using unsustainable materials within the manufacturing process. With social media and on pack guidelines someone will notice, and it could spell a make or break situation for your organisation.

Instead, an honest and open approach which is in line with brand values, is a sure way to build up consumer trust and loyalty.

Right message, right place, right time

In short, it all comes down to communicating key messages to the right people, in the right places and at the right time.

Getting this process correct is imperative if your organisation is to reach its full potential. Here at Open Comms, our guidance has helped a range of leading businesses to build a successful brand.

We’d love to chat about our recommendations for your organisation. With the right support, you could be joining our award-winning clients and celebrating your achievements throughout 2020. For further information, simply give us a call on 01924 862477 or browse our website to learn more.

SOCIAL MEDIA VS TRADITIONAL MEDIA: WHAT’S THE STORY?

Posted on November 27, 2018 by Open Communications

It’s used by everyone from busy-bodies to businesses, politicians to pet pooches and, as the Guardian recently reported, even GCHQ has gotten in on the act.

The question remains, what is it that makes social media so different to the traditional channels we were once used to, and how can effective management of online communications platforms and apps positively impact upon a company’s bottom line?

For many organisations social media is an essential medium through which to communicate messages, form the level of personality which sets a brand apart from its competitors and provides a way in which relationships are built, and subsequently maintained, with consumers.

Whilst there is, undoubtedly, some crossover between the benefits that social media and traditional channels offer, using a combination of the two approaches will ensure that a brand’s message reaches the widest audience in the most fitting manner.

Round 1: sharing news

In today’s busy world we are surrounded by marketing messages at every turn. Whether it’s a text on a mobile phone, a red light whilst driving or an advertising billboard, each method communicates a message, but in a distinctly different way.

In the same way that these mediums differ, so too does the sharing of news from traditional and social media.

Here are two theoretical examples:

Pet Pooch Apparel secures lucrative contract with leading retailer (alongside an image of the company’s directors outside the business’ headquarters)

It’s been a woofing good day here at Pet Pooch Apparel; with one wag of a fluffy tail we’ve made it rain ‘puppy style’ (insert picture of puppy in raincoat)

Example 1 is the type of headline that you’d see on a typical business news platform. Short, snappy and to the point. This message takes a professional tone, which is in-keeping with the readership of such a site. This type of media coverage raises the profile of a business and its achievements; building credibility by association as a result of appearing on a well-known business platform.

On the other hand, example 2 could feature on ‘Pet Pooch Apparel’s’ social media channels and, as such, takes a far more colloquial tone which communicates the personality of the brand. Featured alongside a link, which allows the reader to go directly to a page that features the product, this version of the same news is likely to attract a different reader and, therefore, should be posted in a way that will appeal to them.

Whilst the focus of a business story is primarily building the credibility of a business, the objective of social media channels is to build a relationship with the people who actually buy the products.

Whilst being on the radar of every large organisation within the region has its benefits, most companies will have competitors just around the corner and this makes the importance of creating a brand which appeals to buyers increasingly important.

The truth is that having a strong brand, personality and tone of voice is often the one thing that sets a business apart during a customer’s decision-making process.

In these examples it’s clear to see how each version of news has a distinct purpose. By shifting the focus of the story from a purely business mindset, to a form more likely to be considered engaging to the everyday social media user, the reach of the story can be broadened to appeal to a much wider audience.

Round 2: engaging with the customer

In what I’d envisage to be a fun and trendy business like ‘Pet Pooch Apparel’, magazines and consumer-focused publications are likely to be a part of any PR strategy.

Achieving coverage in this type of media would be the best way to raise the profile of the business amongst potential customers, whilst building the familiarity and trust necessary to achieve repeat sales and encourage loyalty.

However, though companies can submit a press release which is full of personality and is reflective of the brand’s values, this messaging is often significantly diluted when it finally finds its way into a publication.

As a result, relying entirely on media coverage from magazines to communicate with your customers and build your brand is a steady process which does not happen overnight. Instead, through a long-term strategy which targets the relevant magazines at the most appropriate times it will deliver results.

Yet, combine this approach with a stream of interesting, insightful blogs and quirky social media posts, and the whole process becomes much less sporadic and a lot more likely to yield quicker results.

Increasing the comments, likes and excitement surrounding your latest post, is a sure-fire way to gain fans and, with new followers, comes a wider audience with which to share your new products, services and offers.

On the other hand, we must consider that with a busy social media channel comes a certain amount of maintenance. With the ‘always on’ appeal of online apps, comes the potential for a large number of comments which shoppers increasingly expect will be replied to. This gives additional opportunity to stay ‘on brand’ by responding in a light-hearted manner but also takes a great deal of time and effort.

For example:

Question – Which accessories would you recommend for a Yorkshire terrier?

Possible response – Trendy or traditional, we’re sure that your terrier would appreciate this tweed flat cap! With his Yorkshire roots, we know he’ll feel right at home. Don’t forget to let us know what he thinks 😉

Round 3: the thrill of the chase

There’s no denying that coverage in the newspaper, a magazine or on a prestigious online platform feels infinitely more rewarding than simply posting on a company blog or social media channel.

Moreover, the uncertainty that accompanies the process of pitching a story to a publication and then waiting to see whether it appears, enhances the feeling of excitement when you do secure that much awaited coverage.

Once you’ve secured a story that even your mum would be proud of, you’ll most likely want to shout it from the rooftops! Well, once again, this is where social comes in and can be used as a platform to maximise your message and audience reach.

Round 4: consistency is key

It’s not always possible to rely on editorial coverage, for example your story may get bumped by a huge national crisis, and that is why a business should use its own channels to post the message to its audience and upload the news that they have to share.

Though it won’t happen overnight, regular posts and insights, consistent messaging and well managed, interesting content is the key to increasing brand awareness and, if your social media channels become a hit with customers, the chances are that your products will too.

In summary, working in PR and content marketing it is clear that both traditional media and social channels are complementary and can be used to create brand trust and loyalty for a business. If you’d like advice on how to maximise your own social media channels, would like assistance creating original content, or would like to speak to us regarding a PR strategy, please contact a member of our team on 01924 862477.

White-label – more like white flag!

Posted on March 6, 2014 by Lindsey Davies

I was talking to a fellow PR practitioner recently (it does happen!) and they mentioned that they’d been approached by a ‘full service’ agency asking them to white-label their offering – for anyone who doesn’t know what this means; it is doing the work for the agency, as if you were them, as opposed to working directly with the client.

I know many agencies who work like this and my feeling on the matter has never changed. As an agency your ‘job’ and objective for your client is to build a brand, if that means working with a series of other agency specialists then so be it – but the idea is that you get people talking and you share messages about that business.

How on earth can you expect to do this for them, if you can’t and don’t do it for your own business? Ok, so I appreciate that some agencies get most of their work through white-labelling but there are two points that I find fundamentally wrong with this;

You should be proud of your work and want to share your ideas with the client direct – knowing that they have been presented correctly
Nine times out of ten the ‘host’ agency claims to be full service and isn’t, hence why they come to you in the first place – so already your relationship with your / their client is on difficult ground

To use a ‘daddism’ ‘Oh what a tangled web we weave’.

You may as well wave a white flag if you are white-labelling because as far as I can tell you must be desperate for work if you are potentially willing to have your values compromised to work for others – who are not willing to give you the credit.

Now, before I get a barrage of people calling me crazy, white labelling is not working with other agencies or even working as a team with a lead agency – it is allowing an agency to share your work with a client as their own. I should also mention here that there are a number of genuine full service agencies who do a fantastic job and good on them but that’s not what my ‘rant’ is about.

We have been approached by many agencies in the past to be a white-label supplier and the answer is always the same – NO. We are proud of our agency, of our values and of the ideas and recommendations that we produce, so why would we pass all of that on to someone to share as their own?

This leads me to my next point – don’t profess to be full service if you aren’t. We tell all of our clients that we are a PR agency, we specialise in PR, copywriting, social media and sponsorship. There are many other facets to what we do but principally it all falls neatly under the banner of PR.

Now here’s the clever bit *puts on sarcastic face*, we are honest with our clients and tell them that if they do need other skills that we are unable to offer, we can work with trusted partners or – now wait for it – pass them the details direct.

BOOM! And there you have it folks, it really is that simple.

If you don’t do something in house then let your clients know and send them the details of trusted partners – unless of course you are out to fleece not only the client but your partner and then ignore my advice because your objective will be to ‘coin in’ mark-up fees from both sides.

Interestingly I have noticed that a higher number of agencies are choosing to specialise rather than claim to be full service and I’m pleased to see it. I’m a huge advocate for doing what you do, and doing it well.

One of my favourite phrases is: “If you want to be all things to all people, you end up being nothing to nobody.”

Our clients have always thanked us for being honest and we’ve never found that a brand chooses to work with someone else because they are full service. In fact, we were recently in a review with one of our largest clients who mentioned that being a specialist PR agency is a huge benefit.

For those of you who are thinking about white-labelling then please reconsider. I have seen some agencies create and produce some fantastic work and never get the credit that they deserve – make sure you’re not one of them.