Tag: Open Communications

WHAT IS OPEN COMMUNICATIONS?

Posted on July 15, 2020 by

What is Open Communications

Open Communications is a PR agency based in Wakefield. The company was founded almost 12 years ago and was intended to fill a gap in the market. Back then, PR was very much about long lunches and up-selling. We wanted to provide clients with another option; an agency that would focus on results.

Values

Even before we officially launched, we knew that values would play a big part at Open Communications.

We sat down and thought long and hard about what really mattered to us. Thankfully, both founding directors have very similar ideas on what is important when running a business.

The principles of Open Communications were set in stone; to use passion and integrity to deliver outstanding results for our clients. Nothing has changed.

Transparency

As the name would suggest, we wanted to make it clear that we are honest and open. We don’t hide costs or make it our mission to increase budgets for the sake of it. We do our job and we do it well. Providing advice that will deliver results for our clients is what really matters to us.

If we don’t think an idea or concept is right, we will tell our clients. It’s not always comfortable but it’s the right thing to do.

It may be that we are a Yorkshire based PR agency and with that comes the ‘straight-talking’ part of what we do. Alternatively, it may just be that we feel this is how we would like to be treated and so put our own expectations into practice.

Relationships

We have worked with some of our clients for more than a decade. With that honour comes huge responsibility. Our clients share confidential information with us, and we don’t take that lightly or for granted.

Over the years we have shared the good times and the bad with the brands we work alongside. Like any company, we prefer it when things are positive, but that simply can’t be the case all the time. There are always going to be ups and downs and we are pleased that we are a trusted partner whatever the situation.

From the get-go, we made it clear we work with and not for our clients. Again, this principle remains today. It has meant we can offer genuine support to the companies that trust us as their preferred PR agency.

Growth

It was 2008 when we launched and the start of a recession. Regardless, we felt that what we had to offer would be of interest. We started with nothing more than a small office, two phones, two laptops and a list of local businesses.

Within a week we had our first client and within the first six months we had secured our first globally recognised brand. Since then we have added numerous companies to the list.

We decided from the outset that we wouldn’t work with competing businesses. Despite criticism, with people believing it would reduce our opportunities, this was a sound decision. It means that we can focus our attentions on meeting with the objectives of one client without any conflict of interest.

Taking this approach has resulted in more than 80 per cent of our new business coming directly from client referral to other businesses. This is a fact we are incredibly proud of.

Experience

Unfortunately, over the years, we have come across far too many businesses that have had a bad experience with PR. It’s not always possible to change people’s minds, but we try.

We would like to think that the organisations that have worked with us have seen what hard work can deliver. There is no guarantee with PR and that can be a hard pill to swallow. That said, if you work with an honest agency, it is often the case that over time you will get a return on investment.

The results we have secured have been impressive and we can hold our head up high with what we have achieved over the years. In fact, we never tire of sharing our results. It’s something we endorse both internally and with our clients.

Tactics

The PR industry has changed since 2008. Social media and digital communications have been a driving force behind this. As well as creating some challenge, this has given us the opportunity to extend our skills.

As well as traditional PR and earned coverage, we also work with owned media and social media channels. Creating compelling content has always been at the heart of what we do, we just have more mediums to choose from.

PR offers an exciting career opportunity for those who have the ambition and determination to achieve. It’s not easy but it’s also certainly not boring!

Future

No one has a crystal ball. Predicting the future is always fraught with danger. However, looking at what has been achieved over the years and the many incredible brands the agency has worked with, the team at Open Communications have a lot to be proud of.

With every new business win also comes new experiences. Each client requires a slightly different approach and the agency will push boundaries and use new and exciting ways to engage with audiences to meet with objectives.

Knowing that, as well as the brands we work with, there are so many companies that we have yet to meet is exciting. Whatever the future holds, we know that it will add to the roller coaster ride that we have enjoyed for more than a decade.

So, going back to the beginning; what is Open Communications? Put simply, what you see is what you get. We use passion, integrity and determination to achieve results that deliver against the objectives set by our clients.

If you would like further information, please call a member of the team www.opencomms.co.uk/

ALWAYS-ON PR

Posted on June 19, 2020 by

Consistency matters most when it comes to managing PR, which is why we take an always-on approach here at Open Comms.

PR is powerful. That’s a fact.

Even just one standalone PR project can deliver astounding short-term results. But, that’s exactly what they are – short-term results.

Don’t get me wrong, momentary wins are great. However, this sporadic use of Public Relations does not ensure long-term success for your brand, consistency does.

Achieving consistent communications through an always-on PR strategy

The concept of an always-on approach is straightforward.

It simply means having an all year round activity calendar that guarantees constant exposure amongst your target audience.

Whether this is achieved through consecutive seasonal campaigns or social media marketing, the objective is to keep your brand front of mind always.

News consumption has evolved and it directly affects brands

It goes without saying that the way in which news is consumed has evolved drastically.

With media now being online, we get our news at lightning fast speed. And, often what is deemed newsworthy one day, is considered history the next. As a result, many brands struggle to remain relevant.

That being said, maintaining relevance in today’s fast-paced landscape is not an easy task. In order for brands to survive they must:

  • React to emerging trends
  • Adapt to market changes
  • Live up to evolving customer expectations

Without this, they risk facing the greatest danger for brands in this digital age – loss of brand relevance.

So, how does an always-on PR approach support brands in staying relevant? 

Flexibility –

Adopting an always-on approach enables brands to manoeuvre through a world that is constantly changing. It offers flexibility to adjust brand activity based on what’s new, what’s trending and essentially what’s topical among consumers.

Innovation-

Having an all year round calendar of activity demands a constant flow of fresh and new ideas. Ideas which push boundaries and challenge the status quo. Ultimately, it’s these ideas that will get you ahead of the competition and help maintain your position.

Proactive-

As a PR agency, we receive countless journalist and media requests on a daily basis. Many of which are relevant and valuable opportunities for our clients. Thanks to our always-on mindset, when these opportunities arise it is always a priority that our clients are put forward.

Reactive-

Crisis Management is a crucial part of PR, but one which is often not valued as much as it should be. Business critical challenges can occur at any time and often have to be dealt with quickly and efficiently. Without an always-on approach, this simply would not be possible.

For many, an always-on PR strategy might seem like a nice to have, but this is far from the truth.

PR is a conversation. It demands consistency and structure. Yes, your brand can certainly profit from a burst of PR activity all at once, however the benefits are often short-lived. To truly utilise the power of communications, it’s important to first recognise PR as a journey not a destination.

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.

WHAT I LOVE MOST ABOUT WORKING IN PR

Posted on June 17, 2020 by

What I love most about working in PR

Since earlier this year, I have had a lot of time to think about what I love most about working in PR. I’m not entering a mid-life crisis, although I am quickly approaching 40. My husband and I have adopted a baby.

This life-changing moment in our lives has given us both the chance to look back, as well as forward. During these last few months, I’ve been reassessing my priorities. Although family have always come first, I really appreciate the importance of work to me now too.

I thought it might be useful to share more about what I love most after more than two decades in the industry.

 

Variety

The first thing I love about PR is that no two days are ever the same. I’m not the kind of person that manages well with monotony or jobs that come with rigorous and defined process. What I enjoy is the variety of clients, objectives and tactics that we get to work with every day.

It could be a campaign to launch a new snack or a crisis that has the potential to bring a business to its knees. PR is a specialism with many benefits and that means we need to be on our toes. It’s not a job that you can plan for and know what’s going to happen each day.

There is always a list of things that you know will need completing, but there’s also the unexpected tasks that invariably impact on our working week too.

We have the pleasure of managing accounts for a huge array of clients and that supports variety. They all need something different and that makes PR really exciting.

 

Challenge

I wouldn’t say that PR is for the faint-hearted. It never stops. Never sleeps. Cannot be ignored. Putting you head in the sand when you work in PR is not an option.

Managing the press office for a number of clients is a challenge in itself. After all, how many people can say they are trusted with a brands reputation? It is arguably the biggest asset an organisation has.

Add campaigns, crisis, marketing materials and social media posts to the mix and you have a complex balance to manage every week. An old director of mine once said PR is like spinning plates, and I agree. Making sure they don’t fall certainly keeps the blood pumping.

 

Meeting people

It helps to be sociable when you work in PR. It isn’t a prerequisite; however, it does make life easier.

With colleagues, clients and journalists to work with, you need to be able to get on with others. That’s even before you consider influencers, partners, suppliers and brand buddies.

The positive to this is that you get to meet some really interesting people. As well as famous celebrities, I’ve met individuals that have had a profound impact on my life. Those that have taught me life lessons I will never forget. In addition, I’ve made some life-long friends.

I don’t think that is something that you should discard or take for granted. A career in PR will create experiences like few others and that’s another reason I love it.

 

A sense of achievement

In my opinion, it’s time to look for a new job when you stop getting excited by the results you can achieve in PR. Securing coverage, attracting an audience, featuring on broadcast, creating campaigns that get people talking. It’s all part of the mix.

I love that feeling of butterflies when you know something has gone well and you get the chance to share your achievements with clients and colleagues.

It’s not about showing off. It is about being proud of what you have achieved and knowing that you’ve done a good job. There are few better feelings.

 

Shared success

At Open Comms we have clients that have trusted us for years. As such, we have shared in their success. The reward that comes from this can be quite overwhelming. Whether it’s a charity that has changed beyond recognition or a brand that launched and is now a multi-million-pound business. Each client we work with gets our full attention.

Knowing that your efforts and hard graft has delivered for a business is genuinely fulfilling. PR is a specialism that can change opinion. It can influence decision. Grab attention. Provide a brand with purpose.

All of these things make it an incredibly powerful tool and that is a further example of what I love most about working in PR.

CREATING CAMPAIGNS THAT DELIVER RESULTS

Posted on June 4, 2020 by

Creating campaigns that deliver results

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:

  1. 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.

  1. 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.

  1. 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.

  1. 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.

 

THE IMPORTANCE OF TEAMWORK IN PR

Posted on May 21, 2020 by

The importance of teamwork in PR

There are many components that go into making PR a success, the most important being teamwork. 

An incredible PR strategy, without the right group of people to execute it, is not going to work. Which is why, here at Open Comms, we consider the complementary skills we share between colleagues as indispensable.

It has certainly helped us to create many successful campaigns over the years.

Not only does working cohesively allow us to deliver consistent results for our clients, it also means we come to a positive environment that encourages friendship.

Ultimately, instilling a sense of unity amongst employees, brings with it countless benefits for both business and the people involved. We have shared some of these below:

Teamwork often leads to improvement

Working collaboratively as a team offers every individual member an opportunity to grow and flourish professionally.

This can be done either by polishing up on existing strengths or learning new skills from others. Either way, it’s a process that can support individuals, while also having a positive impact on the organisation too.

After all, as individuals build on their professional development, the business is likely to prosper, and everyone will have the opportunity to share in the success this generates.

Teamwork increases efficiency

Without the collective effort of a team, completing a project can take longer than necessary. It may also be that someone outside of an account team has an idea that will make all the difference to a campaign.

Ignoring the collective skills and experiences of others is a mistake and is not something we endorse at Open Comms.

Instead, we make sure the entire team operates as a single unit and responsibilities are evenly distributed. This also means we all get the experience that comes with working across a range of businesses.

Teamwork sparks creativity

Although a team shares one common goal, everyone has unique perspectives.

In PR especially, creativity is essential. As an agency we plan campaigns day in day out, so it’s crucial to have on board a team who are able to work together in bringing new and innovative ideas.

We always work on the principle that no idea is a bad idea and that gives everyone the confidence to contribute. We’ve had some interesting meetings as a result, but this has also led to some of our strongest recommendations.

Bringing people together to be creative in this way allows us to identify what each of our skills and preferences are. This means we are able to bring people that will complement each account together to deliver the strongest results.

Teamwork breeds positivity

Having the support of a team often helps to lift the pressure that comes with working in a fast-paced environment. In addition, bringing people together can create a sense of community, which in turn can help employees feel more connected to each other and the business.

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.

WHAT TO EXPECT FROM A PR AGENCY

Posted on May 6, 2020 by

WHAT TO EXPECT FROM A PR AGENCY

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

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

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

Social Media

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

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

Management

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

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

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

Monitoring

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

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

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

Campaigns

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

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

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

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

Influencer Marketing

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

And, rightly so.

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

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

Market Research

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

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

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

Traditional

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

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

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

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

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

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

 

VIRTUAL INFLUENCERS: CREEPY OR CUTTING-EDGE?

Posted on February 4, 2020 by

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

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

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

Creepy or cutting-edge

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

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

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

A personal connection

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

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

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

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

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

Do virtual influencers represent the future of influencer marketing?

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

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

PR CONTINUES TO BE UNDERVALUED AROUND THE BOARDROOM TABLE

Posted on January 17, 2020 by

PR can often be an outcast and certainly underrepresented around the boardroom table. An unnecessary investment that cuts deep into company budgets. Granted, it can be difficult to measure the true success of a PR campaign but, without developing and maintaining a positive reputation, a company’s image can be put at risk.

The public’s perception has never been so vital to a business’ success and longevity. And as technological advancements continue to merge with our daily lives, the heat of the spotlight is only set to increase even more.

So, what does this mean?

There is very little room for mistakes. Whether it’s a lack of engagement on social media, a refusal to evolve services or an inability to attract new business, garnering a negative perception can often be led to the downfall of any organisation.

But there is hope! This can all be successfully and robustly manged using an effective PR campaign.

The purpose of PR

First of all, companies must determine what they want to achieve from a PR campaign. Versatile by nature, PR campaigns can be as bespoke as needed depending on the specific objectives an organisation intends to meet.

This can be anything from launching a new product, introducing an enhanced service, promoting a special event or the desire to increase the company’s profile and build brand awareness. Gone are the days when a humble press release was the most effective way to communicate with the public. Now a strategic and proactive approach must be implemented in order for a PR campaign to be successful.

Below is a list of things to consider when putting together a public relations plan:

  • Identify target audience
  • Target trade media and journalists that are dedicated to your specialism
  • Engage with target audience through regular social media posts
  • Position yourself as an expert through thought leadership pieces
  • React and comment on topical issues within your field or area
  • Pursue industry-specific award submissions
  • Create more personal and engaging blog posts
  • Pursue interview opportunities with press
  • Create NEWSWORTHY content about your business

Compiling these points into a step-by-step process, which are then scheduled and executed accordingly, will undoubtedly help a company build towards achieving its initial objective.

It is important to remember, however, that the difference between a poor campaign and a successful campaign is the ability to tell a consistent and compelling story.

This is how companies set themselves apart from direct competitors and stay relevant in the public’s perception.

Telling the story

The foundation of a strong PR campaign will be built on a company’s key message. This needs to be constantly seen and reiterated in any content that is produced. The message can be determined by simply asking why? Why is a company rebranding; expanding the workforce; releasing a new product; investing in IT infrastructure; moving offices; and so on.

Although the newsworthy angle will be to focus on what is currently happening within that company, the underlying messaging is often the reason behind it.

For example, a fashion house may announce the launch of a new store opening that will create 25 new jobs. Although this appears to be strong, albeit relatively straight forward news story, the underlying message may be that the store opening is part of a wider expansion strategy to help the fashion house hit the £5m turnover mark in the next 12 months.

For the duration of the PR campaign, the messaging should constantly echo that the fashion house is set to grow to a £5m business. As this is shared via journalists in the press, through social media, in blogs and other available platforms, the public perception will begin to view this fashion house as a growing and ambitious brand.

Communicating the story of the business can often lead to establishing stronger relationships between customers, members of the media and stakeholders, which in turn will help build brand awareness and customer loyalty. Once a brand establishes a strong following and reputation, the longevity of success will significantly increase.

Back to the boardroom

Taking all of this into account, it could be considered foolish for those with their hands on the budgets to deny a business the opportunity to protect and build its reputation.

The truth is that when PR is embraced and used to meet with the wider objectives of a company it can have a profound impact, not only on the brand profile but also the bottom line.

For more information about how Open Communications works with businesses and brands of all sizes please call a member of the team or email info@opencomms.co.uk.

PLANNING A PR CAMPAIGN THAT RESONATES WITH MULTIPLE AUDIENCES

Posted on January 14, 2020 by

Having put budget behind a consumer-focused campaign, it’s natural to want to maximise that investment. Planning a PR campaign that reaches as many of your target audience as possible is a great way to do this, often making for very impressive results!

 

Imagine, for example, that your product is a toy which appeals to 5-7-year olds. Not only would you want to showcase the toy to children in that age group, but it is also important that you target the parent as well. After all, they’re the ones with the spending power.

 

In addition, grandparents are known to be rather generous. Particularly when it comes to Christmas and birthday presents. Therefore, it would be wise to ensure that they are aware of your product too.

 

So, how do you appeal to all three groups, but still remain ‘on-message’ throughout a consumer PR campaign?

 

1. Begin with clear messaging

Outlining your key messages at the very start is invaluable. A robust planning process creates an invaluable guideline for any future decisions on content.

 

A brainstorm is a great way to get ideas flowing. Some vital talking points include:

  • Keywords to describe the product – bright, fun, tactile, soft, unique, adorable, cool
  • How does this toy make people feel – is it a comforting item, does it make a child feel grown up, is it designed to make them laugh, does it bring joy?
  • What is its purpose – is it just for fun, does it have an educational element?

 

You will then need to refine these ideas, selecting the words and phrases that resonate most strongly with the item. With your choices made, these key messages become the starting point for content creation.

 

Though the tone of the content will change dependent upon its intended audience, your key messages will remain consistent. This will ensure that each piece complements one another and, most importantly, becomes part of a unified campaign.

 

2. Utilise different tactics

Once your key messages have been agreed, you can begin to think about the tactics that will be used to increase awareness of your product.

 

This is one of the clear benefits to investing in PR; there are several tactics that can be considered and used, including:

 

  • Press drops

Once you’ve established your media targets and contacts, engage them with a press drop.

 

This could be a simple box containing the product and press release or it could be something more interactive. Creating a drop that is visually appealing will really make your delivery stand out from the many others which are bound to land on the journalist’s desk that day.

 

  • Influencer engagement

Bloggers and influencers are becoming an ever more valuable resource when it comes to spreading the word about new products.

 

Making contact with those who are relevant to your product and target audience can have far-reaching benefits for your campaign.

 

Find out more about how to choose the right influencer for your brand here.

 

  • Competitions

Offer people a chance to win! Better still, engineer the competition so that it spreads the word about your product.

 

Organising a social media giveaway, either on your own social platforms or on those of a relevant and credible partner, is a fantastic way to create noise around your offering.

 

As part of the entry process, ask that your post is liked or shared. Perhaps even incorporate a relevant hashtag to increase awareness of your product or brand. If your toy becomes in demand, you’ll likely spread the message about your item while increasing your brand’s social media following at the same time.

 

One watch-out however is to ensure that you are putting in place the correct governance and that anything that is gifted is mentioned within any post that is shared. If this doesn’t happen, you can end up in some very hot water!

 

  • Events

Dependent on the item, hosting an event which invites people to engage with your item can be a fantastic tactic when it comes to increasing awareness and love for your product.

 

In this case, creating a small area where children are free to come and explore the toy itself, is sure to have them tugging at their parents’ sleeves requesting that your product features on their next Christmas or birthday list!

 

However, a word of warning – events which deliver a quality experience can be a rather expensive commitment and should be costed before any commitment is made.

 

3. Maximise social channels

In this case, taking a single channel approach is unlikely to yield the remarkable results that you are expecting. Nor will churning out the same content across each platform.

Instead, do your research. Carefully look into each platform. Consider the typical age demographic, then craft and distribute your content accordingly.

After all, what appeals to a 7-year-old, may not resonate quite so well with a 60-year-old.

 

4. YouTube

These days, YouTube is a staple in the homes of most school-aged children. As a result, the famous ‘un-boxing’ videos are an effective way of sharing the excitement that comes with the latest ‘must-have’ toys with children and their parents.

 

Summary

There’s no doubt that planning a PR campaign takes a lot of work, which is why it’s most definitely a job best entrusted to the professionals.

Learn a little more about what we do here at Open Comms here. If you’d like to discuss an upcoming campaign, simply give us a call on 01924 862477.