Tag: campaign

MEASURING THE IMPACT AND VALUE OF PR

Posted on January 27, 2021 by Open Communications

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.

STARTING WITH THE BASICS: A FOCUS ON PR

Posted on August 14, 2020 by Emma Lupton

It is no secret that PR practitioners have many tried and tested tactics up their sleeves. Knowing which to use for a certain client and when to execute them in a campaign is a true skill that can take years to master.

The fundamentals of successfully managing a PR account are often the same, whether the client is a small start-up business or a multinational FMCG. The details however need to be fine-tuned accordingly.

That is where starting with the basics can really deliver. As an agency with years of experience, we make sure that we remember the simple things to achieving the results our clients expect and deserve.

Set clear targets

Having a client set a clear brief will make it easier for you to deliver results. With clear objectives in place, you will have more chance to focus your efforts on a certain tactic such as social media, getting coverage in national titles or making changes to their website.

It is important to remember that your time needs to be spent wisely and you should avoid ‘nice to haves’ if this is not a priority. Having a measurable target to work towards will also help you showcase your work and the results you have achieved at the end of a campaign.

Create great content

This is sometimes easier said than done but creating quality content will deliver results. Having a great press release or an engaging influencer drop can give a campaign the push you need.

Having a relevant story means you can confidently send out a press release knowing you will receive a good amount of coverage. Equally, sending out an attractive and engaging press drop is more likely to be shared on social than something less visually appealing.

Again, it is about thinking more about what the audience will want and what will resonate with them.

Know your contacts

Over time, established PR professionals build relationships with journalists. Being aware of which writers are likely to cover a story can help to streamline efforts and make it more likely that content will be used.

Having strong relationships with journalists means they are more likely to answer your email quickly or point you in the direction of another contact if necessary.

Make the best use of social media outlets

Creating content for a client’s social media channels is becoming a bigger part of our briefs. Creating quality copy that is relevant to the brand and its audience can be time consuming, but when done right can produce fantastic results.

When creating posts for social media channels it’s important to consider the best outlet to suit your client. If their target market use Instagram, then why spend time making content for Twitter? It is about identifying the best use of resource to deliver the strongest return on investment.

Summary

Thorough planning and research should never be underestimated in all aspects of managing a clients account. Carefully considered actions alongside making the best use of contacts, using social media to your advantage and creating good quality content that aligns with your clients’ brief is a good place to start.

Using these tactics along with many others allows PR teams to deliver the results that clients expect. If you would like to know more about Open Comms and the services we offer, why not give us a call on 01924 862477 or contact us here.

MAKING EXCITING PLANS THAT GIVE US ALL SOMETHING TO LOOK FORWARD TO

Posted on June 18, 2020 by Emma Lupton

Over the past few months, I’m sure I’m not alone in having ALL my plans cancelled. Holiday’s, birthday parties, festivals, all cancelled as a result of the Covid-19 pandemic. This has left me feeling low and lacking motivation. Usually, I like to have things booked in advance and love to see everything written down in my diary; I simply like to have things to look forward to and see my month planned out on paper.

Having something to look forward to, be it a coffee with a friend, a holiday or simply starting a new series on Netflix can brighten up the gloomiest of days.

Planning in PR

Planning ahead is also important at work, particularly in a PR role when being organised is crucial. We often plan campaigns months in advance, not only does this help us manage client accounts effectively, it helps us to see if we have the capacity to take on new projects. While this process can feel tedious at the time there is nothing more rewarding than seeing a campaign executed effortlessly after months of organisation.

Planning for a sense of purpose

I like to plan ahead as I find it makes me work much more efficiently and I’m more purposeful with my actions if I know exactly what I’m hoping to achieve. Having a solid plan in place provides a timeline of where I should be and when. It allows me to tick off things I have completed and provides a sense of fulfilment.

Plans Change

When you begin to execute a plan, it can quickly change and develop into something very different. When this happens, which it will, all the hard work shouldn’t be seen as a waste, its part of the process and overcoming obstacles helps us learn so we can plan better in the future.

Planning for an Objective

Without a solid plan in place the objective of a campaign or project can become skewed. Having a carefully considered schedule to refer back to provides a constant reminder of the end goal and prevents the objective getting lost in the development stage. In PR, the importance of meeting the objective is of great significance and why a detailed client brief is so important. Read more on this here.

For me, having plans in place in all aspects of my life helps provide a sense of purpose and gives me something to look forward to. I feel more satisfied and purposeful in my actions and find my mental health suffers when nothing is in my diary.

The benefits of planning are not to be underestimated!

For further information on how we can help you make plans for your business, please contact Open Communications on tel. 01924 862477.

CREATING CAMPAIGNS THAT DELIVER RESULTS

Posted on June 4, 2020 by Open Communications

When it comes to creating campaigns that deliver results, there is no shortcut.

An effective PR campaign demands a substantial amount of preparation, hard work and complete commitment to achieve objectives. All of which are simply the basics.

It’s only when these basics are met, that a brand can reap the benefits of a truly successful campaign. However, getting to this stage is not easy. Here are the essentials steps you must take:

Review the brief

Before diving into the planning stages, it is vital to first extensively review the campaign brief you have been given.

Ask yourself; is it doable? Is the time limit a restraint? Can you work with the budget provided? Does it have clear objectives?

If you find yourself answering any of these questions with a no, it’s time to be honest and open with the client. Having an upfront conversation about these issues will allow you to agree on realistic solutions that are in fact achievable.

Don’t rush planning

An easy mistake to make is rushing the planning stages. DON’T.

PR in its entirety is about attention to detail and that goes for campaigns too. Giving yourself and your team enough time to plan and carry out any research is vital to the success of a campaign.

In your planning stage you must consider the following; what’s the purpose of the campaign? Who are the audience? How will you reach them? What strategy will work best? Which PR tactics will you be using?

Remember to also plan for the worst-case scenarios. A well-equipped PR team is always prepared for a crisis, regardless of how unlikely it may be. Like they say, better to be safe than sorry.

Begin implementation cautiously

The same way a campaign can receive positive recognition in minutes, it can also receive disastrous feedback.

The only way to tackle this is by being extremely cautious during the implementation stage.

Regardless of how you have chosen to go live with a campaign, whether that be distributing a press release or publishing new content across social media channels, be extra vigilant with regards to the response you receive. It is often a good indication of how well the rest of your campaign will go.

If you do run into any trouble, don’t be afraid to revisit and tweak your approach so that it tackles any issues at hand. It’s much better to have fixed something early on in the process, than let it spoil the entire campaign.

Conduct a thorough evaluation

One of the most critical steps when creating campaigns, is to provide a thorough evaluation.

Not only is it a valuable way to learn how well a campaign has been received, it also plays an instrumental role in defining the next steps for a brand. Should they continue with the approach that was taken? Or would they benefit from a new creative, message or medium?

It is also important to take pride in an evaluation. It’s your opportunity to show off the incredible results you’ve worked so hard for. Be concise, be clear and be sure to present it in a way which your client understands.

Ultimately, when creating campaigns, the reputation of a brand is left under the care of its PR team. So, you can see why it’s imperative that these steps are followed to ensure no damage is done.

If you’d like to discuss an upcoming campaign, please contact the team here or simply give us a call on 01924 862477 – we’d love to hear from you.

HASHTAGS WITH PURPOSE #ClapForOurCarers

Posted on May 7, 2020 by Emma Lupton

Throughout lockdown, something that’s helped to keep me going is the weekly #ClapForOurCarers. It’s a moment where the spirt of the community is truly demonstrated.

Each week the campaign seems to have intensified as people come to their doorsteps, gardens and balconies to thank our truly incredible key workers who risk their lives each day to help others.

It’s also the only time of the week we see our neighbours and it gives us a good excuse to have a chat with someone outside of our household. All at a safe distance of at least two meters of course!

It’s a way we’ve come together without being together and it’s also a campaign we’ve watched grow from a PR perspective.

Saying it without words

Started by a mum of two with no connection to the government or the NHS, the weekly clap is now a televised event.

The simple human custom – the round of applause – is something everyone across the nation can get involved with as a gesture that expresses their thanks.

As well as becoming a weekly occasion, it’s an opportunity for us to collectively show that we care and to share our respect for the many and not the few.

It’s fair to say, given the momentum this has gained, the campaign has captured the mood of the nation both hearts and minds.

Celebrity support

The campaign has seen politicians, celebrities and big-name brands join in. They have all given their support to the UK’s healthcare professionals by taking to the streets for the applause or backing the cause online.

Undoubtedly this has encouraged others to show their appreciation and reinforces how the virus has affected the wider community.

More than applause

#ClapForOurCarers is not the only way to show appreciation for the NHS. The website also has downloadable posters, T-Shirts and family activity packs, which are a lovely way for children to be involved.

Alongside the #ClapForOurCarers campaign, NHS charities organised the #OneMillionClaps campaign asking people to donate to the cause. They originally set out to raise £5m but quickly exceeded the target.

The simplicity and humble purpose of this campaign is what has made the weekly clap so welcome at such a difficult time. Helping some of our clients get involved with the efforts has been a great feeling and something I am proud to have been involved with.

UNDERSTANDING THE BENEFITS OF OUTSOURCING PR

Posted on March 9, 2020 by Open Communications

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.

ADDING AWARDS TO A COMMUNICATION STRATEGY

Posted on January 30, 2020 by Open Communications

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.

MY FIRST PR CAMPAIGN

Posted on October 9, 2019 by Open Communications

September marked a memorable milestone in my career; I was given the opportunity to work on my very first PR campaign.

Entrusted with the responsibility of bringing a client’s vision to life was undoubtedly a daunting one, however seeing my plans put into action was a truly rewarding experience. My contribution to the campaign not only improved my knowledge on how the process works but also public relations overall.

Here is what I learnt –

Research is the unsung hero of PR

Press releases, content writing and social media maybe pillars of Public Relations, but it is research that lays the foundation for everything we do.

From initial planning stages to execution, every effective PR campaign must have research at the forefront of all decision making. Overlooking the importance of it can lead to unwanted repercussions and essentially damage a brands reputation.

In contrast, when done correctly, research provides countless benefits. It is not only a vital tool for targeting the right audiences, influencers and journalists, research also helps to prepare for all eventualities that may or may not occur.

Every decision in PR is accompanied with better and worse options. Research is what helps to determine which approach is most appropriate.

Ideas are always welcome

Regardless of how big or small a campaign may be, new and creative ideas are always appreciated.

Although expressing ideas as a PR newbie was slightly intimidating, I soon recognised that the team at Open Comms encouraged original thoughts and valued all suggestions. The philosophy here is that no idea is a bad idea.

PR requires out of the box thinking and notions that gain attraction. Ideas can be expanded, reduced and inspire other ideas. So, simply because a suggestion may see farfetched or perhaps not big enough, are not reasons as to why it should not be expressed.

Expect the unexpected and prepare for the worst

While no one wants to fixate on all the things that could go wrong, an effective campaign is one that evaluates all negative possibilities and is equipped to respond accordingly.

Operating in an especially unpredictable world, it is essential to prepare for the what ifs. Without correct preparation and planning in place, a campaign cannot cope or adapt to challenging situations. Whereas covering every outcome (with a HEAP of creativity) has the potential to minimise any negative impact on a client.

I have always known that a client’s reputation is the number one priority in PR but now I also understand that for this to be true, risk management and robust scenario planning are key.

This Girl Can – and the campaign does

Posted on February 24, 2017 by Lindsey Davies

I sweat, I pant, I run – I don’t look good but it makes me feel great.

Keeping it simple

I’ve followed the Sport England, This Girl Can, campaign since it launched and have been impressed by its simplicity from the start. The first thing they did right was to recognise that branding has a place but not all over everything.

Living in a world where we are constantly targeted by marketing messages people have become increasingly cynical, and when something is overtly branded we know to be aware that we are being ‘sold at’.

Unfortunately, this can be a difficult lesson to learn and many companies feel that they are missing a trick if they don’t have their brand on show, all of the time. The truth is that more often than not, less is more.

Don’t ask too much

Consumers have never been more intrinsically linked to the tricks of the trade and they are aware of the power that they have to influence a brand by advocacy or to crucify it through controversy.

Social media is a fantastic communication tool, we have never been able to share messages so quickly or with such a vast audience, but with it comes some pitfalls too.

The hurdles often become apparent when agencies try to be too clever. They expect too much from the consumer and in a culture where we click to purchase or swipe to like there is simply no way that the volume of people required to impress a client will engage.

What This Girl Can have done is simply ask that people share their image – if they want to. And that is the point. They aren’t suggesting you will get anything in return, they aren’t selling anything to you, per se, but they are changing behaviour and asking that if you want to you can get involved.

Keeping it real

There’s absolutely nothing new in creating campaigns that focus on real people. It’s been done before and it will be done again, it’s a good idea and it works. However, with this campaign, it takes keeping it real to a whole new level.

The idea that people would share their pictures when they know they don’t look their best and in many instances far from it would never be an objective that you would choose when developing a marketing campaign, but it’s worked.

There is something almost akin to a ‘sisterhood’ which has gained momentum through this campaign and what has made it stand out for me is that it hasn’t felt forced. It’s been very organic in the way it has picked up pace.

The tone of voice and messages have been perfect too. It hasn’t, like many sports-related campaigns, being about pushing yourself to the limit, setting goals or even encouraging you to try the latest exercise or equipment – it has been about being you; doing what you do; being proud of your efforts and knowing that if you don’t want to, you don’t have to. It makes it hard for you not to endorse it.

Being all things to all people

Many brands want to target a mass market, it’s a numbers game. They want to communicate with everyone and to use one message to do that. If you work in marketing you will know that getting this right is like finding a goose that lays golden eggs – it’s rare!

Not only does mass market require mass budgets (and admittedly you could argue £8m is a pretty good start) but it also needs to be so effective that everyone sees it, gets it, acts on it and shares it. This Girl Can does exactly that. It cleverly features a variety of women that most people can relate to. Some people may say that it ticks boxes – and perhaps that is true – but it’s worked.

The most recent TV advert has extended the audience from 14 – 40 to 14 – 60 year olds. Very few agencies would ever take a brief that suggested you target 14-60 year old women, cross demographic and geography, with a single campaign.

Keeping momentum

The typical problem with sports-related marketing is keeping the momentum. Something may work but once it’s done you can’t really repeat it without it becoming… well, repetitive, which in turn makes it boring.

The scheduling and roll out of This Girl Can has captured attention time and time again. The subtle shift in focus from advertising to activism was inspired. The process was so simple; use advertising and PR (along with an £8m budget) to capture the hearts and minds of women throughout the country, ask them to join in, give them the tools to get involved, create a community, leave them to it. Clearly, I’ve over simplified that, but it’s not far from what’s happened.

Don’t over commercialise

This goes back to selling at people. It’s not only consumers that don’t like this approach, when something is too commercial it makes it almost impossible to share with the media. That’s what advertising is for.

All you have to do is search the news pages online to see just how much coverage has been achieved with This Girl Can across national, regional and broadcast media along with more blogs than I care to mention – this one included!

Any agency would be popping corks if they could do the same and replicate these results every time they worked with a client – we’d also be retiring and moving to the Bahamas.

The tools

I mention above about giving people the tools to get involved and the This Girl Can app is so simple it takes around a minute to create your own poster, which you can then conveniently share across all of your social channels. Et voila you’re part of the community and before you know it you’re sharing their message and endorsing the brand.

It’s very, very rare that I get sucked into any marketing tactics but I’ve got to hold my hands up – I’m in. I have my own poster and I’m secretly quite proud of the fact that I can share it. I feel like I’m doing my bit. I’m part of a community of women who are content with getting active in their own way, at their own pace and in their own time.

What makes this message even more compelling is that it speaks to me; I can genuinely agree and associate directly with the philosophy of this campaign. I’ve just start to run (jog would probably be more fitting) and although I’m never going to be any kind of athlete, nor do I want to be, I’m enjoying it because I’m doing it my way.

My only suggestion and something that I found quite frustrating is that the headlines you can use are all formatted – so although there are a few to choose from they aren’t ‘yours’. I would have liked to have been given the option to add my own, but that’s just me.

Campaign of the decade

Working in marketing can be and often is tough. PR is just one facet of this but you have so many people to keep happy and it’s a balancing act. We often associate it to spinning plates. Not everything always goes as you want it to. It can be about test and measure.

When the consumer says no, and people simply refuse to engage with a campaign, we have to review the tactics we’ve used and take a long hard look at what went wrong. In doing this it also gives us the opportunity to review other brand activities – those that we feel have got it right.

Like many people in our industry, I call upon a few campaigns that over the years have got it right and I can say without any hesitation that This Girl Can will be going to the top of that list. I genuinely believe that it is the best campaign we have seen in the last decade and coming from someone who is typically difficult to please that’s saying something.

This campaign can and it has!

Celebrating success before it all kicked off!

Posted on November 12, 2014 by Lindsey Davies

As a non-executive board director for the Theatre Royal in Wakefield, I was really privileged to support the organisation when they were shortlisted in the community category of the Yorkshire Business Excellence Awards.

The celebration took place in Leeds on 30 October with a range of companies large and small coming together to share their achievements and successes. What was most impressive – and I am biased – was that guests were serenaded by the Theatre’s Performance Academy as they entered the champagne reception.

It was a glitzy affair with initial pre-dinner address from Work and Pensions Secretary, Ian Duncan Smith followed by a delicious four course meal. It was then time to announce the winners and you could feel the tension as heart rates hit new heights.

It was the fourth announcement of the evening and we were all sat wide eyed waiting for the final decision to be shared… and the winner is *insert drum roll*, ‘the Theatre Royal Wakefield’. Acknowledged in particular for striving to operate a best in class destination that gives access to the arts and entertainment despite significant cuts, it was unanimous.

I genuinely believe that the Theatre Royal has a great deal to offer the local community and that people should take the time to visit and to experience the amazing programme of performances that take place in this historic gem of a building.

The venue is celebrating an amazing 120 years and I often wonder what stories it would tell if only it were possible to do so but at least one thing is for sure, the Yorkshire Post Business Excellence Award would be one of them! Please click here for more details of the winners from the night and video coverage supplied by the Yorkshire Post.

Moving on to the next day (no rest for the wicked!), it was a crisp Friday morning and by contrast you couldn’t get much different. Wrapped up warm I headed up to Scotland with the Coalfields Regeneration Trust for a weekend of football.

As previously shared, we have supported Game On, an initiative which brings young people together from some of the most disadvantaged coalfield communities throughout the country to play football. The programme goes beyond the simple principles of sport and engages young people to learn about interaction with third party organisations and peers, as well as teamwork and social skills.

Having cheered on all of the teams during the Inter-regional Finals in Derby as they fought hard for their places in the Home International Tournament, it was time for Wigan A and B to do their country proud.

Thankfully the weather was mild and there were even a few breaks in the clouds as the sun attempted to shine. The winning players from Scotland, Wales and England all took to the pitch and after an official opening to a marching band of pipers, it was kick off.

There is no doubt that each team gave it their all, with some amazing tackles, defending and goals and then it was down to just two; England and Wales. The match was like-for-like and finished with a goalless draw so it was penalties and sudden death.

I’m not a huge fan of football but I have to admit that after watching the lads put their all into the games I was routing for them to win – it even got so bad that I did some cheering and even added my very own unique take on a team talk *cringe*.

Over the course of just 2 days we had got to know the team a little better and there were some real characters in the group who certainly helped to raise a few smiles with their quips and ‘humour’.

No sooner had the whistle blown than it was over – Wales had won the Tournament on penalties. Needless to say there were some glum faces from the England lads but they did us proud and that’s all that anyone can ask for.

What was most impressive was their manners, general attitude to the game and most importantly their passion for the sport and the wider team. You would never guess that these young lads were from coalfield communities and I’m not absolutely sure that they would feel it necessary to tell you but what they probably don’t realise is that if nothing else their determination and sheer grit could be considered a lasting legacy from times gone by.

And so I’m on to another week and although there won’t be any glitz and glamour or pitch side banter and penalty shoot outs this week, there are certainly proposals to be planned, news to be drafted, events to be arranged and announcements to be managed that will keep me busy – after all, there’s never a dull moment when you work in PR.