Tag: Open Communications

Why Having a Crisis Plan Makes All the Difference

Posted on December 8, 2025 by Open Communications

An image of a magnifying glass hovering over the word crisis in a dictionary.

At Open Communications, we know that crises don’t wait for the right moment. They show up uninvited – whether it’s a PR blip, social media backlash or an operational hiccup that catches you off guard.

The truth is, how you respond in those first few hours can set the tone for everything that follows. Having a plan doesn’t just save time, it gives your business the best chance of coming through calmy, clearly and with your reputation intact.

If you’ve ever wondered what a crisis plan actually involves, why your business needs one and how to make it actually useful, here’s our no-nonsense response.

What is a crisis plan?

Think of it as your safety net. A crisis plan is more than a document gathering dust on a shelf – it’s a practical guide designed to help your team act quickly, consistently and confidently when things don’t go quite to plan.

It gives structure to what can otherwise feel like chaos. Instead of second-guessing who to call or what to say, your team already knows the process, the messaging and the next steps.

A good crisis plan usually covers:

Who needs to be informed and how.
What your key messages should be.
How to manage communications across social media, press and internal teams.
Steps to minimise reputational, operational or financial damage.

At its heart, a crisis plan is about keeping your business steady, your people supported and your reputation protected when the pressure is on.

Why does it matter?

Crises happen.

And when they do, the stakes are high. You can’t always control the situation, but you can control your message and how you respond.

The difference between businesses that recover well and those that don’t often comes down to speed and clarity. Those who are prepared can get the right message out quickly, reassure stakeholders and avoid making the situation worse. Those who aren’t prepared often end up scrambling, sending mixed messages or staying silent for too long.

A crisis plan doesn’t make problems disappear, but it gives you confidence to respond decisively, clarity on who says what and when, and protection for your business and your people.

Essentially, it’s your roadmap to keep everyone moving in the same direction, even when the situation is unpredictable.

What goes into a good crisis plan?

Creating a good crisis plan isn’t just about writing down a few bullet points. It’s about thinking ahead and planning for every scenario you can possibly imagine.

Key elements include:

Clear roles and responsibilities – who speaks to the media, who manages social channels and who handles internal communications.
Prepared messaging – statements that reflect your brand voice and values.
Communication channels – from press releases to social updates and internal emails.
Escalation procedures – know what requires senior input and what can be handled immediately.
Training and rehearsals – because a plan is only as good as your team’s ability to use it.

Why we help clients with crisis planning

Because we’ve seen the difference it makes.

A team with a plan doesn’t panic. They don’t stumble over words, and they don’t let small problems spiral into big ones. Instead, they stay calm, keep control and protect the business they’ve worked hard to build.

We also appreciate that not every business has the time or experience to build a plan from scratch. That’s where we step in – creating tailored plans and embedding processes that feel natural for your team, so that when the time comes, you know exactly what to do.

Why not just do it yourself?

You could, of course, pull together a contact list and a few instructions. But a truly effective plan is more than just ticking boxes.

It means anticipating scenarios you might not think of, understanding how the media reacts, aligning messaging with your brand and making sure your team knows what is expected of them under pressure. Without that experience, it is easy to overlook risks, create conflicting messages, or put out responses that don’t land well.

Thay’s why working with specialists gives you peace of mind. You know your plan is practical, tested and ready to work when it’s needed most.

Our approach at Open Comms

We keep things simple, practical and actionable. No jargon, no overcomplicated processes. Just clear guidance that helps you and your team feel prepared and not panicked.

We’ll work with you to create a plan tailored to your business, run through scenarios and make sure everyone understands their role. That way, if the unexpected does happen, you can handle it with confidence.

At Open Comms, we don’t do panic. We do preparation, strategy and straightforward guidance that ensures your business can handle a crisis with confidence.

Empowered Marketing Webinar: Resilience in the Boardroom With Sonya Braddock

Posted on December 8, 2025 by Open Communications

An image of a laptop with the webinar taking place on it.

Written by Laura Wood.

Recently, I had the opportunity to attend the first Empowered Marketing webinar titled “Resilience in the Boardroom: Thriving Under Pressure” led by mental fitness coach and MindFit project founder, Sonya Braddock.

It was an inspiring session, full of practical advice on how to manage stress and build resilience – both in professional and personal situations.

Here, I will take a look at what I took away from the session.

What is resilience, really?

Sonya kicked things off by exploring the fundamentals of resilience.

She asked attendees for their thoughts and explained that while she uses the term “boardroom”, resilience applies far beyond corporate life – from job interviews and first days at work to personal life challenges like dates or day-to-day situations.

A key insight was how our brains often overreact to emotions, anxieties or stresses. This reaction comes from the brain’s alarm system, named the ‘amygdala’. When triggered by feelings of fear, nervousness or worry, our amygdala can hijack our response.

The good news? We can train it to respond calmly and pragmatically rather reacting emotionally.

Spotting stress patterns

A key part of the session was around recognising stress patterns.

Sonya highlighted three common behaviours we all feel or experience throughout our lifetime:

Overthinking – worrying about a situation before it happens.
Minimising – convincing yourself you’re not good enough.
Perfectionism – the need to make sure everything is flawless.

Understanding these patterns is the first step to managing them. Once you notice them, you can start to take action.

Tools to reset your brain

Following this, Sonya shared practical exercises to train your brain, starting with box breathing.

The process is simple:

Inhale for four counts
Hold for four counts
Exhale for four counts
Hold for four counts
And repeat…

Even a minute of this technique can help “reset” your remind.

However, when time is short, she suggested some micro-resets: moving your body, shaking off tension, or just taking a mindful pause. A mindful pause is all about observing your thoughts without judgement, recognising them as ideas and not facts, watching them just float by in your mind.

Reframing and the power of awareness

Reframing was another focus of the session.

By noticing a stress pattern and consciously choosing how to respond, we can turn potentially negative situations into positive, manageable experiences. Awareness, Sonya explained, isn’t a weakness – it’s a choice.

Following this, she explained that confidence and resilience work hand in hand. Confidence helps us move forward, where resilience allows us to bounce back when challenges arise. One way to aid this transition is by building a “brag bank”, where you jot down achievements, no matter how big or small, to reinforce self-belief and remind ourselves of our capabilities.

Practical strategies: before, during and after

Another powerful tool that Sonya highlighted was how to prepare for and recover from stressful “boardroom” moments:

Before: Use power postures, mantras and visualisations to prime yourself.
During: Take slow, intentional breaths and jot down short encouraging phrases like “you can do this.”
After: Engage in release rituals such as walks or stretching, reflect on successes and areas for improvement, and note down gratitude’s.

The session ended with a guided visualisation that she involved the whole group with: she asked all attendees to close their eyes and imagine themselves standing tall on the edge of a cliff while a storm approaches. From there, she asked us to visualise ourselves remaining steadfast as the storm passed, and watch how we walk away feeling more resilient, confident and strong.

A truly powerful yet calming tool.

Key quotes that stuck

Sonya’s passion shone through by her use of quotes, which she may not have realised would have an impact on someone, but they are the main things I scribbled down as affirmations to myself.

Here is a selection of the ones I noted:

“The power is in noticing and doing something about it.”
“Choose how you want to show up.”
“Put trust in your capability.”
“Boundaries aren’t weakness, they’re leadership.”
“Confidence is built on action.”
“Remember, the storm doesn’t define you. The way you bounce back afterwards does.”

Key takeaways

Here are main takeaways I took from the session:

You can train your amygdala to respond calmly under stress.
Stress patterns appear as overthinking, minimising or perfectionism.
Use resets – like breathing exercises or mindful pauses – to regain control.
A ‘brag bank’ reinforces confidence and resilience.
Emotions are information, reflecting on them creates space to respond wisely.

Attending the webinar was a powerful reminder that resilience is a skill we can develop with intention, practice and awareness. Small, consistent actions and conscious reflection can help us thrive under pressure, no matter the “boardroom” we’re facing.

What is Content Marketing and Why Does It Matter?

Posted on November 11, 2025 by Open Communications

A close-up shot of a laptop and a person's hands typing on the keyboard, used to describe content marketing.

At Open Communications, we don’t just churn out words and hope they stick. We create the right content, for the right audience, in the right places, and we make sure it does the heavy lifting for your brand.

If you’ve ever wondered exactly what “content marketing” means, why businesses invest in it, and what it could do for you, here’s our straight-talking approach.

What is content marketing?

Think of content marketing as the long game in your communications strategy.

It’s not about shouting “buy now” at anyone who will listen. It’s about building a genuine, lasting relationship with your audience so that when they need what you offer, you’re the first name they think of.

It involves creating and sharing press releases, videos, social posts, podcasts and other materials that:

Build trust in your brand.
Show your expertise.
Keep your audience engaged.

The overarching goal? To encourage action – whether that’s making a purchase, sending an enquiry or simply seeing you as a go-to source for insight and information.

The key thing to remember is this: it’s not about filling space online. It’s to make your audience want to hear from you, while also keeping them coming back for more.

Why does this matter?

Today’s audiences are savvy. They can spot a hard sell from a mile away, and most will scroll right past it. Content marketing works because it focuses on value first and sales second.

That value might come in the form of a blog that answers a question they’ve been Googling, a social post that makes them nod in agreement, or a video that explains something complex in a few simple steps. Sometimes it’s a podcast that offers a fresh perspective from someone they respect.

By consistently sharing helpful, relevant and more importantly, engaging content, you’re doing more than just selling. You’re building credibility, showing you understand your audience’s world, and proving that you have the expertise to help them. Over time, this positions you as a trusted source – and trust is the foundation of every successful customer relationship.

What does it include?

When we work with clients on content marketing, we don’t just start typing. Every piece of content has a clear role in a wider plan.

That means considering elements such as:

Keywords – so your content gets seen by the right people at the right time.
Messaging – keeping your key points clear, consistent and memorable.
Tone of voice – so your brand personality comes through across every channel.
Call to action (CTA) – guiding your audience on what to do next without being pushy.
Positioning statements – making it clear where you sit in the market and what sets you apart.
Talent – sharing insight and experiences from the team through thought leadership articles and comment pieces.
Evidence of expertise – case studies, statistics, and examples that strengthen your authority.
Third-party contributions – trusted voices that boost your credibility even further.

It’s a joined-up process. Whether we’re writing thought leadership articles, case studies, or social campaigns, every piece of content reinforces your brand and moves your audience one step closer to you.

Why we offer it

The reason is simple: it works.

A strong content marketing strategy delivers value in a way that a one-off sales pitch can’t. It builds relationships, it gives people reasons to trust you, and it helps them remember your name.

We also know that not every business has the time or headspace to keep content fresh, relevant and effective. That’s where we come in. We work as an extension of your team, getting under the skin of your brand, so every piece feels genuine and on point.

As an agency that specialises in PR, social media and multi-media content, we make sure your message doesn’t live in isolation. Instead, it’s part of an approach, a complementary set of tactics that promotes your business, giving you consistency and impact across every channel.

Why not just write it yourself?

After all, anyone can put pen to paper.

But… producing effective content is about more than just writing well. It’s about knowing what will resonate with your audience, structuring it so it’s easy to read or watch, and optimising it for search without losing its human touch.

It’s also about maintaining consistency across multiple channels and formats, making sure your tone, messaging and quality don’t slip. And crucially, it’s about tracking what’s working and adjusting your plan accordingly – something that doesn’t happen overnight and takes time and a strategic eye.

When you work with professionals, you’re not just outsourcing the writing. You’re bringing in the experience, perspective and know-how to make your content work harder, and freeing yourself up to focus on running your business.

Our approach at Open Comms

Let’s be honest – content marketing can sometimes feel like a lot of noise.

That’s where we come in.

We cut through the jargon and focus on creating content that actually makes a difference for you and your business. For some clients, that’s blog posts that keep them front of mind. For others, it’s social media content that sparks conversation, thought leadership that positions them as experts or multimedia pieces that stop the scroll.

We don’t do “one size fits all”. Every client is different, so every strategy is tailored. But what is the same is that we get to know your business inside and out – your challenges, your goals and your audiences – so we can create content that genuinely connects.

The bottom line

Content marketing isn’t about filling space or ticking boxes. It’s about making meaningful connections, showing off your expertise and building trust over time.

Done well, it can:

Attract new customers.
Strengthen relationships with existing ones.
Position you as a leader in your field.
Support your wider marketing and PR activity.
Secure sales.

What’s more, PR and marketing will deliver results you can actually measure, helping your business grow over the long term.

Let’s talk content

If you’re curious about how content marketing could work for your business, we’d love to chat. We’ll put the kettle on (biscuits are on us!) and talk through how we can help you connect with your audience, share your story and deliver results.

At Open Comms, we don’t do air kissing, but we do offer straight talking, creative thinking and a content marketing strategy that works as hard as you do.

Get in touch with us today.

ARE YOU STILL UNDERESTIMATING THE POWER OF PR?

Posted on January 7, 2021 by Open Communications

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

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

Meaningful communications in a post COVID-19 world

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

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

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

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

Using PR to lead the way

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

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

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

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

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

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

HAPPY BIRTHDAY OPEN COMMUNICATIONS

Posted on September 9, 2020 by Lindsey Davies

It’s with such a sense of achievement that we say ‘Happy Birthday Open Communications’. To think that it was over a decade ago we launched the business is hugely rewarding but also scary in equal measure.

Some days it feels like a lifetime ago and then others it could have been yesterday. So much has happened in the last 12 years. We have grown, both as an organisation and as individuals. It has been a rollercoaster but one that I would get on and ride all over again.

There have been a few things that have helped us along the way. Knowing that times are tough for others, I thought it may be useful to recap and to pass on what I have learnt.

Network has to equal net gain

When we launched, like many small start-ups, we went along to every networking event available. This was the right thing to do. What we should have realised, perhaps sooner than we did, was that some just aren’t the right fit.

There doesn’t have to be a specific reason, it might just be the format. For us, we found those that did work, and we realised that when you want to help each other you get a better return all round. In our experience being forced to attend or to pass on referrals was counterproductive.

Thankfully, the business community we are now a part of is hugely supportive. We have a close group that we can rely on and that suits us. In order to attract new opportunities, we let our results do the talking.

Location, location, location

We were criticised when we started for choosing to be based in Wakefield. A lot has changed over the years and this was one of the best decisions we made. The District may not have been a vibrant hotspot at the time, but it is becoming increasingly popular now.

Not only has there been huge investment in Wakefield over the years, it has also attracted some globally recognised brands and ambitious entrepreneurs.

Rather than become a small fish in a large pond, we felt that we could grow with Wakefield and that is exactly what has happened. In 2008 we had a box room at the bottom of the city. Today, we have a three-storey office in the heart of the legal and financial centre.

Thinking about location is so important. It gives us a point of difference and it has allowed us to make our mark for all the right reasons.

Building a reputation

As a business that manages the reputation for others, it goes without saying that we focus on our own too. This has always been imperative for us. We practice what we preach, and we make sure that clients have a lasting and positive impression, however long we work with them.

Only a week ago I took a call from a former client asking if I had time for a chat. The answer is always yes, and they explained they may be looking for PR services. I thanked them for thinking of us and the response was, “Why would I consider anyone else?”.

We never take feedback like this for granted. Quite the opposite. We make sure that we say thank you and that we treat people as we would like to be treated. It’s the little things that go a long way. For client’s to come back to us time and again is a real compliment. It’s also just one reason why we are here today saying Happy Birthday Open Communications.

Don’t look back in anger

A great song and a great lesson to learn. As a business owner it is incredibly difficult not to take things personally. After all, everything is personal when the company is founded on your own values. That said, I have learnt over the years to try not to take things to heart.

It’s not easy and I still struggle, however I know that in some instances it’s best not to sweat the small stuff.

Everyone makes mistakes, it’s what makes us human, the important thing is learning from them. I’ve lost count of the number of nights I have lost sleep over something trivial. A former colleague once said, “It’s PR not ER” and I think they were right.

It’s not about how much you care; it’s caring for the right reasons.

Celebrate success

As an organisation, we find this really hard and it’s something we are working on. As a business we have so much to be proud of and to celebrate yet we get caught up in lists and tasks, prioritising everything over ourselves.

It is important for companies to celebrate success, however small. We know this and we will be making more of an effort. We do raise a glass at key moments throughout the year, however we need to be better at doing so more often.

Sometimes giving yourself a pat on the back is the hardest thing you can do. It’s far easier to beat yourself up. The real challenge is recognising that no one will thank you for giving yourself a kicking. Having a more positive mindset can be passed to others and that is a lasting impression that will make a lasting difference.

Never stop learning

PR is an evolving industry. It never stops and neither do we. Learning new skills keeps us all interested and gives us so much to think about when we plan every campaign for our clients.

Whatever sector our clients work in, the tactics we have access to are changing. This means we can share new ways of working that could deliver stronger results. We are honest and open with the brands we manage, and many of them are willing to try new things. We could just keep our approach exactly the same, but where is the fun in that?

What never fails to amaze me, is that more than two decades on and I’m still as excited by PR and what the industry has to offer as I ever was. I think once I stop getting butterflies in my tummy, it’s time to call it a day.

Thankfully the flutter is still there!

Be thankful

Having a business is difficult. There are no two ways about it. Times can be really hard and it can be stressful. In contrast, things can be great and you grin from ear-to-ear. The reality is that there is no consistency. That’s why it’s like a rollercoaster ride.

Being thankful for what you have is really important. It’s so easy to let things get on top of you. Taking a moment to stop and to look at how far you have come will make a big difference. For me, having a business with one of my closest friends – and still being friends – is an achievement in itself. It is so easy to fall out, however we recognise our skills and both see the value in each other. We don’t always agree, but we don’t have to. I’m thankful the values that matter are those that we share.

A huge pitfall for companies is to spend too much time watching competitors. The truth is, if your clients want to work with someone else, they will. I would rather spend the time focusing on my business and making the changes I need to keep my clients happy than obsessing about what others are doing.

Happy Birthday Open Communications

And so, with that, I want to take this opportunity to say, Happy Birthday Open Communications. It’s been an adventure and the journey is far from over. We have some exciting plans and we look forward to what the next decade has to offer.

For all of our colleagues, clients, friends and family – thank you. Without you all we wouldn’t be what we are today. We hope you will join us in raising and glass. Cheers!

If you would like to speak to us about your PR needs or how we could add value to your business, please call a member of the team.

FINDING THE RIGHT FIT: WHAT TO LOOK FOR WHEN CHOOSING AN AGENCY

Posted on August 27, 2020 by Open Communications

When deciding on a PR agency, you may find yourself spoilt for choice. However, the reality is that not every agency will be a good fit. More importantly, ending up with the wrong one can often have detrimental impacts on your business.

With such high stakes, it’s vital that companies make the right decision when it comes to outsourcing their PR requirements. While it may seem like a daunting process, here are three steps you can take to ensure that you are teaming up with an agency that is best suited to you and your business.

Performance

More often than not, PR agencies provide similar services; it’s their performance that sets them apart. Therefore, the first simple step to take is to ask to review previous work and case studies. This will help you to fully understand the agency’s true capabilities and whether they have the capacity to fulfill your requirements.

Take into consideration the following:

Have they worked with a similar brand before?
Have they taken on projects of a similar size and scale to yours?
Do they highlight any return on investment?
How do they measure success?
What brands have they worked with?
Do they have retained clients?
How long have they been in business?
Have they been recommended?

People

An agency may look perfect on paper, but it’s the people that make all the difference. Let’s say that you were hiring internally. What would be your main concerns? Ultimately, for many businesses it boils down to having employees that are qualified and can be trusted to deliver results. This very approach should be kept when outsourcing.

Early in the process of choosing a preferred PR partner, you must identify how transparent the agency and its people are. This can be done through asking the right questions, such as:

How do you report your results?
How do you deal with a project / campaign that is not going to plan?
How do you communicate with clients?
How often do you communicate with clients?
What happens if our objectives are not met?
What return on investment can you promise?

Purpose

Most agencies are built on a set of values. It’s important to recognise these, as they reveal purpose, and this is fundamental to differentiating one company from another.

Before investing in an agency, you must first understand why they exist? What are their goals and objectives as an organisation? Ultimately, being purpose-driven is a reflection of the company’s ambitions and clear desire for success. The more driven and ambitious an agency is, the more committed they are to delivering results for you!

Finding the right PR agency is not always easy, but is certainly worth all the effort when you get it right. If you’d like to discuss ways that the team at Open Comms can help in managing your brands PR strategy, contact us on info@opencomms.co.uk or call 01924 862477.

HOW VALUES RESONATE WITH CLIENTS

Posted on August 13, 2020 by Open Communications

Values reveal purpose, define culture and support vision. Most importantly, they influence performance. Without them, a business is nothing more than an empty shell touting products or services.

When interviewing potential candidates for a job, an employer’s decision often boils down to who would be the ‘best fit’. This isn’t just based on whether a person has the right skill set, it also considers whether they reflect the organisations values.

Similarly, in the world of Public Relations, the way that clients make their choice is no different.

That being said, it shouldn’t come as a surprise why Open Comms is the chosen PR agency for some of the largest brands in the country and has been for years. Alongside an impressive track record of success, what truly makes us a great company to work with are our core values.

Openness and honesty

Suffice it to say, being open is extremely important to us. Not only is it in our name, but it’s in our company DNA too. We don’t do ‘air kissing’ and we surely don’t shy away from voicing our opinion.

We do however use our expertise to make informed decisions when it comes to clients and campaigns. If we have doubts about budgets or briefs, we are completely honest with our feedback.

At the same time, if a project is not going as planned, we aren’t afraid of revisiting the drawing board and tweaking our approach to ensure we deliver the return on investment our clients expect.

Ultimately, it’s this level of transparency that positions us as an agency that can be relied on as a trusted partner to deliver results. It is also why more than 90 per cent of our business comes from client referral.

A will to win

At Open, we exhibit a complete determination to achieving success in all aspects of our business. Particularly, when it comes to the brands we represent. Going back to our clients with no results is simply not an option. Which is why, every member of our team works to win.

However, it would be an understatement to say that we just ‘work’ for our clients. No. We’re committed to them and their goals. So much so, that our founders decided from the outset that they wouldn’t work for competing businesses. Why? Well, purely to make sure that as an agency we could dedicate our focus on meeting with the objectives of one client without any conflict of interest.

Just another one of the reasons why we choose to specialise in clients, rather than sectors. You could say our work ethic is unmatched.

Leading by example

Emma and Lindsey (our founders) have always made it a priority to integrate our company values into everything that we do. For us, they are so much more than just ‘words on a page’. In fact, they are a bedrock on which our everyday decisions are made.

Having worked at Open for well over a year now, I have witnessed first-hand how this approach is fundamental to building successful client relationships. Not only are values a great indication of how a company operates, but they play a significant role in determining workplace culture – a major point to consider when outsourcing.

An organisations culture is key to establishing behaviour among employees, which is what ultimately impacts performance. Being focused on honouring our core values, means that we are also committed to consistently performing for our clients. After all, their wins are our wins too.

If you’d like to discuss ways that the team at Open Comms can help in managing your brands PR strategy, contact us on info@opencomms.co.uk or call 01924 862477.

THE POWER OF THE HUMBLE PRESS RELEASE

Posted on August 3, 2020 by Open Communications

There simply isn’t a business or brand out there that cannot benefit from the power of a humble press release.

It goes without saying that the world of Public Relations is constantly evolving. As a result, us PR pros have an ever-expanding tool kit to choose from when implementing client campaigns.

However, despite the many tactics on hand, the traditional press release continues to hold its position as the number one way of securing media coverage. If that’s not an indication of its true potential, then I don’t know what is!

Although a staple of our industry, to the unknowing eye, a press release may seem like an outdated way for brands to communicate with consumers. Especially in the glorious age of social media.

Well, take it from our clients. Those who have featured on the likes of BBC news, ITV and the Daily Mail – this is completely false. In fact, landing news coverage has many more advantages than you may think.

SEO benefits from a Press Release

The primary purpose of a press release is to get your brands message in the pages of media outlets. Often, these publications have websites which rank very high on search engines such as Google.

As you can imagine, having your brands news published on such sites is often extremely beneficial for marketing purposes, but it also helps with SEO.

Following the distribution of a press release, a popular and authoritative site may publish your news. It may also include a link to your website – these are called backlinks. Backlinks are fundamental to SEO. The more backlinks you generate, the more authority Google awards your website. Which is what ultimately improves your ranking on the search engine.

With that being said, generating backlinks is certainly not an easy task. For a brand to be featured on credible media outlets, it’s vital that the press release shared is of value and deemed newsworthy by the journalists who receive it.

Press releases are not owned media. This would mean that you share the copy and it is relayed in exactly the same format. In contrast, content supplied as a release is earned. This gives a journalist the opportunity to use it or the freedom to discard it.

With coverage comes credibility

As Jean-Louis Gassée once said:

“Advertising is saying you’re good. PR is getting someone else to say you’re good.”

Yes, it’s great that we have access to social media and can shout about how great we are on our own platforms. However true value comes from other people saying the same.

Ultimately, it’s what gives a brand credibility, particularly in an age where consumers make purchase decisions based on reviews and what others are saying about a brand and their experience with it.

Consistent Brand Visibility

A press release offers a simple way to consistently maintain brand visibility within the media. The launch of a new product, an event, an award or a new recruit, are all examples of newsworthy stories.

To harness the power of a press release, it’s important to first identify opportunities where there is potential to secure news coverage. By doing so you can build a PR program which ensures your brand is given constant exposure all year round.

Reaching a larger audience

With the help of a press release, brands can connect with an ever-widening audience. You see, having your news published on media outlets, whether that’s in print, online or even across social channels often reaches consumers that you otherwise may not. Not only does this mean increased brand visibility and awareness, but it is often a way in which many businesses grow.

If you’d like to discuss ways that the team at Open Comms can help in managing your brands PR strategy, contact us on info@opencomms.co.uk or call 01924 862477.

HOW WORKING IN PR HAS DELIVERED JOB SATISFACTION

Posted on July 31, 2020 by Open Communications

It has now been more than a year since I transitioned from journalism into a career in public relations. The learning curve has been steep. My skillset had to evolve and adapt. But the hard work has been rewarded with a level of job satisfaction that I always sought after.

Amid these unprecedented times, I’ve found myself reflecting on my career and the fortunate position I’m in. Throughout the nationwide lockdown, Open Comms remained open for business and despite the marketplace taking an unprecedented economic hit, we continued to deliver a full suite of PR services to our diverse client base.

The impact of PR

The first thing I learnt when joining this industry was that the impact of a robust PR strategy can have a transformational impact on any organisation. The advantages were never so evident during the widespread disruption caused by the ongoing pandemic.

I can honestly say that I am filled with professional pride after helping our clients maintain a level of business continuity as we all navigate through these challenging times.

As the country now begins to return back to a new sense of normality, I often find myself looking back to help prepare for the future. As I reflect on my own career progression, the results I have helped deliver on behalf of our clients and the specialist skills I have acquired, it is clear to me that I am now in a position that meets with my professional needs and ambitions.

I have put my reflections to paper and shared the most satisfying aspects of working in PR.

Becoming an expert

A PR strategy is an extremely useful asset to have. it has the potential to positively impact an organisation at any level, whether it supports the senior management team, the launch of a new service or product, increasing a brand’s awareness or even introducing a new team member.

The agile nature of PR means its approach can be as bespoke and specific as possible.

This can only be achieved, however, if the professionals behind the strategy are truly experts in this field.

Since joining Open Comms, I’ve worked hard to refine my skillset to ensure our clients receive real value for money when it comes to their PR. But this has only been achieved through the support of the wider team.

At Open Comms we are driven by results, and I quickly learned that our clients have come to expect nothing less. This was without a doubt one of the biggest evolutions for myself, as I had to cultivate an approach where I didn’t just offer clients PR support, but also be bold enough to provide my own recommendations and advice. This is what makes us experts and gives us the opportunity to make a real difference for the brands we work with.

It is when our specialisms and experience are delivered in an effective and efficient way, that we aren’t just seen as an external agency but more of an extension of our clients’ teams. I have learned that this also allows us to form and maintain long-lasting relationships, not just with clients but other outsourced organisations as well.

Achieving results

Joining an agency that takes a strategic and results-driven approach to help all clients, has enabled me to develop the necessary tactics to service clients’ needs, no matter what the marketing or communication requirements.

Being called a PR practitioner is something that I have had to earn. Although it can be difficult to give a commercial value to the impact of a robust communications strategy, the successes and impacts I have generated are measured through a number of different ways.

Among the KPI’s I measure my performance on are:

Media coverage in national, regional and trade, in print and broadcast
Proactive and reactive to market trends that involve our clients
Increase in followers and engagement across social channels
Help to generate new business leads through the creation of bespoke marketing strategies, including various forms of video marketing, e-shots and brochures
Securing award shortlisting’s on behalf of our clients

After obtaining these results, I have seen the transformational power of PR over the last 15 months. There is no better feeling than demonstrating to our clients how a comms strategy can be viewed and used as a key catalyst to business growth!

Storytelling

From my experience working in journalism, I’d often get inundated with press releases. Due to this process, it can often be hard for one single company or organisation to consistently catch my attention. But there were a few that often did just that.

It was only after I entered the public relations industry that I realised this was achieved through the coherent and consistent messaging that an agency would strategically use when creating content for their client.

It is all about telling their story.

After joining the Open Comms team, I quickly realised the value in developing an acute understanding of each of our clients’ businesses, the sectors they operate in, any ongoing market trends and key media contacts we need to be targeting.

After gaining this knowledge, I am now able to carefully craft content to tell our clients’ stories and communicate their key messages to the relevant audiences. This is what forms the foundation of an effective PR strategy.

As our clients’ business journeys are consistently reiterated in the content we produce, their stories begin to take shape, which not only helps to catch the attention of the press, but also their existing customers and new business leads.

Communicating in this way can support brands to establish stronger relationships between customers, stakeholders, employees and especially media contacts. Afterall, the success of a company can often be attributed to the strength of its reputation, and the most effective approach to take when enhancing or expanding this is to increase its awareness and, more importantly, loyalty among its customer base.

As the Open Comms team consistently deliver these strong results, we are able to see how this impacts directly on our clients’ success. If you would like to know more about Open Comms and the services we offer – or perhaps, like me, you are looking for a change in career – why not give us a call on 01924 862477 or contact us here.

THE VALUE OF LONG-TERM RELATIONSHIPS WITH PR AGENCIES

Posted on July 16, 2020 by Open Communications

In the world of PR, long-term client-agency relationships are hard to come by.

Many brands often find themselves changing agencies in a never-ending pursuit for the right partner. Even with so many options out there, it’s very rare that they find a perfect match. However, with Open Comms it’s a different story.

Despite all odds, as an agency we are exceptionally proud of having retained long-term clients; some of whom have been with us for over a decade! Yes! A decade!

Whilst this is often unheard of in agency land, it’s a very real achievement that we take pride in. Simply put, it’s a reflection of our commitment to consistently delivering results and an indication that our approach to PR works.

With that being said, maintaining long-term relationships is not just favourable for an agency. Similarly, clients too can reap the many rewards that come with lasting partnerships.

How cultivating long-term relationships can benefit your brand

Higher Degree of Trust

Agencies are often involved in the most intimate details of a business. Therefore, it goes without saying that trust is paramount.

As a brand, you put your trust in partners to present the right ideas, meet objectives, deliver results, offer guidance and perform well. However, this trust cannot be bought or built overnight. It’s earned through consistency, honesty and reliability.

Once established, you have confidence in the expertise of your agency and trust their judgement, which can often save valuable time and effort, as well as budgets.

Deeper Familiarity

After developing a long-term relationship with an agency, it’s only natural that over time they become more familiar with your wants, needs and personal style. Through the process of identifying these requirements, the agency gains a better understanding of you, your brand and your team.

It’s this knowledge that helps agencies adapt their approach so that it aligns with the needs of their clients.

Better Brand Advocates

For many businesses, instilling brand advocacy within their teams is key to garnering success. The same applies when collaborating with out-house agencies.

However, transforming people into powerful brand advocates requires time and patience. This is exactly why building a long-term client-agency relationship is so valuable. It offers an opportunity to educate your external team the same way you would internally. As a result, your brand is supported by those who not only believe in it but also share your enthusiasm and passion for it.

We often say that there is nothing as infectious as passion and that is why we make sure we are as excited by our clients’ brands, products and services as they are.

Want to find out first-hand why some of our clients have stuck with us for over a decade? Give us a call on 01924 862477 or contact a member of the team here.