Tag: pr

Have you got the power?

Posted on July 5, 2013 by

It doesn’t matter whether you are the very best widget seller in the world, or that you can make 100 cold calls an hour, if you haven’t got the power then your business simply won’t work. So what is the power? Well, in simple terms it is your reputation.

 

When you think about it PR and marketing aren’t rocket science but what they are is powerful tools that can take your business from good to great. We often speak to businesses who say that they haven’t got the time to manage their communications because they are too busy doing the day job.

 

Thankfully our clients are able to rely on us to make sure that people know all about them and the products and services they offer but what about the others?

 

If you take a step back and think about the purpose of effective business communications – whether digital, written or spoken – the idea is that you give people the information that they need to form an impression. What you need to make sure is that this is the right impression and that you appeal to prospects. In order to do that the fundamental requirement is to be liked.

 

Having a great service is just the start when you work in any organisation what’s more important is that you get on with your clients and you take the time to communicate with them and share your innovations, ideas and successes. Pass them the power.

 

People don’t come knocking on your door just because – they need that push to do so. PR allows a business to manage its reputation, which is questionably the most important asset of any company of any size.

 

As an example if you are scared of flying, as I am, then you wouldn’t be comfortable booking a flight with an airline you had never heard of but if you have seen and even engaged with a brand that you have chosen to soar through the skies at 37,000 feet with you feel more comfortable. The truth is that these businesses invest in PR and marketing, which in turn leads to credibility and trust that means people are more likely to book with them as opposed to an alternative.

 

This principle can be applied to any business of any size.   

 

Take Open Communications, we are not the biggest PR agency but we have a portfolio of fantastic businesses that we work with and this is because when we launched in 2008 we were adamant that we would manage our own PR. Although it sounds strange you would be surprised at how many agencies can’t find the time to communicate with their clients and prospects.

 

As a result of the PR that we do for Open, and the relationships that we have with our clients, 80% of our new business comes from recommendation. We know that through effective communication, which includes the blog, press releases, sponsorship and relationships we are giving our own business the power.

 

The values of our business are relatively simple; what you see is what you get, we are straight talking and we do the job and do it well. All of our clients understand how we work and because we manage our own reputation, as well as that of our customers, we have been able to grow and develop over the last five years.

 

Building relationships is essential to the success of any organisation and that starts with word of mouth, so make sure that when people talk about your business they are conveying your key messages and that you are giving them the power that they need to become your next best advocate.

What is PR?

Posted on June 21, 2013 by

We get asked this question all of the time and the answer is relatively simple; PR is the principle of managing the reputation of a brand or business through the implementation of an effective communications strategy, whether that be online, in print or broadcast.

The very nature of PR means that this top line explanation is woolly at best. It doesn’t really tell you much about what it is that we do – it’s just a sentence that you might find in a book. I’m not a huge fan of jargon or textbook speak so to give you a peek into the life of a PR agency here’s a round-up of what I have been getting up to this week.

An early start on Monday with an email from our international client asking for an update on activity completed. It’s not impossible to work with clients from abroad when you manage a PR agency (even when they are at the other side of the world), as ‘new’ technologies allow you to speak face-to-face making it simpler to communicate as and when required. Unfortunately you can’t change time zones and therefore you have to be awake pretty early to pick up these calls but a little planning solves any potential problems.

The week’s planned activity then starts with the launch of the Bondholder, the Diamond Scheme, an initiative supported by public and private sector organisations in Wakefield, which are hoping to generate a fund that will be used to implement a marketing and communications campaign that will promote the district to local, regional and national audiences.

As we are a trade as well as consumer PR agency, it was then on to some feature writing for a client working within the print sector. They have invested in machinery and therefore we are putting some press materials together that will be sent to trade journalists. Raising the clients profile in trade media means that they are able to shout about their successes and let customers and prospective employees know that they are still a major player within their market.

It’s then down to some social media planning. Like many agencies we manage the social media platforms for some of our clients and this means updating schedules, creating new and exciting ideas and being as creative as we can be with imagery. As imagery is a big driver of social engagement it’s no longer just about the words so we get our heads together and come up with some quirky recipe ideas that will support this particular client during a key seasonal activity we have planned.

Updating the social feeds on twitter and Facebook is a daily task for us and so we manage these accounts, check to make sure all responses have been sent and that the feeds are updated. If necessary we will like, share, retweet or favourite comments and take down any posts which are inappropriate and offensive – thankfully we don’t get too much of this.

We then have a visitor to the office, following the recommendation of another client at Open Communications we have a new business meeting. We are always very humbled (and of course chuffed to bits!) when our clients  recommend us to their contacts. We chat for a good hour and explain how PR works and how it could add value to this particular business. As one size does not fit all in PR some thought has to go in to the audience, media and messaging. We agree to put a proposal together, which will give the contact all of the detail that they need, before we arrange a follow up meeting.

Now, on to something completely different.

We have a full schedule of activity for Pom-Bear, the potato based snack brand, this year and as the consumer PR agency are working hard to make sure the business gets best value from the recommendations we have made in relation to events and sponsorships.

As the brand has just launched a new Zoo themed snack we are touring the country to sample more than 50,000 bags at Wildlife Centres and animal attractions including Dudley Zoo, Marwell Park and Noah’s Ark Zoo Farm.

Lots of planning has gone into each event and we have a programme of activities which run back-to-back. As the lead on this account it’s up to me to manage each event and ensure that everything is running as it should be. As an agency that takes huge pride it the clients that we work with, we prefer to be at the events that we plan. There is nothing worse than leaving things to chance and that simply isn’t the way that we work at Open Communications.

So, it’s off to Dudley. The weather has held off and our gazebo, banners, flags and signs are attracting the crowds in the hundreds. Pom-Bear is on great form and has the children dancing, singing and of course sampling his snacks.

As the events on Wednesday and Thursday are during the morning to early afternoon this means that I have chance to catch up on emails and draft some more copy for a series of clients before starting some research on a project we are looking in to.

Regular calls to the office mean that I don’t miss the team too much, although I’m sure they would prefer that I only call if there’s an emergency – I must work on that!

Media relations is the focus for now. We are managing a press event and launch in a couple of weeks so we need to know how many journalists to expect. I will be calling each to find out if they are available and updating the team accordingly. This is a business based story so means that regional, national, print and broadcast journalists are all invited – it’s a big list!

It will then be a follow up on the recent launch of a new product, which should have consumer journalists munching on some tasty samples from Penn State, the classic American snack brand. I will follow up and find out what they think before updating the team and sending further samples to those that have ‘got lost in the post’.

It will then be on to the next Pom-Bear event, which takes place from 6pm – 10.30pm. It’s more Pom-Bear fun, with competitions, dancing, games and more tasty samples.  Unlike some jobs it’s unlikely when you work in PR that you will have a 9am – 5pm role and I’m no different.

On Saturday it’s off to Gillwell Park for a Beaver Scouts Fun Day. It should be a great event and with more than 6,000 eager young members of the Scouting Association in attendance I’m expecting it’s going to be a busy one.  As sponsor of the Adventure Activity Badge for the Scouts, Pom-Bear will make an appearance and will also host a special trail with prizes to be won.

It’s a varied life when you work in PR and that’s why I enjoy my job so much. Whether we are managing the launch of a business, drafting copy for emailers and website, managing the trade and consumer PR activity for leading brands or engaging with journalists and bloggers no two days are ever the same.

I’m very fortunate to have a supportive (and calming) business partner at Open Comms and for those of you who know Emma you will understand what I mean. Someone once said to me that PR was like spinning plates and at the time I didn’t know what they mean. More than 10 years later I couldn’t agree more but when there are two of you working together it makes life so much easier.

Obviously at Open Communications we also have the wider (and growing) team to call upon and this again means that we have the capacity to manage the PR for leading household brands and smaller local businesses – variety is after all the spice of life.

PR is certainly not for the light-hearted but for those of you who didn’t know what it involves I hope you now have some idea of what it is that we do. Now, I’m off to get some work done – there’s no rest for the wicked you know!

Don’t dismiss the opportunities on your doorstep

Posted on June 10, 2013 by

As you would expect of a PR agency, we are often asked to recommend media channels for brands and businesses when developing campaigns, events and stunts.

Although many agencies would quickly recommend national media with larger audiences (and not surprisingly commanding bigger budgets) we always think about the objectives of that particular activity and how the message will be communicated by our chosen medium.

It is always surprising when businesses and agencies dismiss regional media whether for advertising or editorial opportunities. We term these titles heartland, as they are usually located at the heart of a community where a brand or business is based.

Although many companies believe that the CEO or Managing Director of a business will only read leading trade and national titles it’s fair to say that in our experience that isn’t true. Many leading senior executives will read regional media to find out what is going on in their local area.

What is most frustrating about this situation is when people are dismissive of regional titles to then get excited when they feature in them – it’s one way or another!

We have long been an advocate of regional media and the opportunities that print and broadcast media offer; promotions, competitions, editorial, features, advertorials and of course standard advertising.

Next time you are considering a campaign think about the businesses that are based in your local area. Are they large or small? Would you send the MD of a multi-million pound business packing because he was local? Unlikely, so perhaps the same thought process should go to working and engaging with regional titles and channels.

The beauty of PR is that you don’t have to be restrictive so if your preferred agency dismisses regional media ask them why. If they say people don’t read the papers, listen to the radio stations or watch the local news take this simple test – ask people you meet in everyday life what the last paper, radio station or TV news programme they engaged with was. I bet there is at least 6 out of 10 who will mention a regional title, station or programme then you have your answer.

The truth is that people do read, listen to and watch regional media and as a result this makes them a valid medium for engagement with prospects and customers. 

Have we all gone a tribunal too far?

Posted on June 6, 2013 by

 

It was one of those really worrying situations where you’re not sure if you’re watching a comedy, a spoof or a real life documentary. Yes people, on Tuesday evening we sat down to ‘The Call Centre’ and I am SO pleased that we did.

Firstly this is car crash TV at its very best but that doesn’t mean it shouldn’t be watched and enjoyed – just be warned, if you or your other half work in HR you may need a stiff drink to get you through.

For those of you who have not had the absolute pleasure, The Call Centre is real life business based in Swansea. As the name would suggest, it is a call centre employing hundreds of staff from the local area.

As you would imagine from an office of this size, there are more than your average number of characters – as if this alone wasn’t a recipe for TV documentary success, enter stage left, the owner, ‘uncle’ Nev.

We watched this programme for half an hour still debating if it was in fact real or if it was one of those strange programmes we now get where half of it is made up and half of it is ‘kind of’ realish’. As I never watch programmes that can’t make up their mind what they want to be, I was considering turning over when we ‘Googled’ (because Google is the fountain of all knowledge) and realised, despite our absolute horror and amazement, it is in fact real – every last comedy gold part of it.

So, anyway, here’s the thing. Nev clearly doesn’t go by the book. He tells his staff to shut up, throws things at them and screams ‘GET OUT’ at the top of his voice to those he has just interviewed – better still, they are the poor individuals that got the job! He also engages in conversations that in any normal office environment would be an absolute NO GO!

As an example, one of his staff was feeling particularly down after being dumped (it happens to us all), so Nev says ‘You’ve been a right miserable b*stard for the last month and we all know why’. As if this wasn’t bad enough he then parades this poor girl around the office asking anyone if they want to take her out on a date.

It doesn’t even stop there… he then sets up a speed dating event, yes an arranged function with hundreds of people, just to get this girl a date. He then sends her home with ‘said match’ and makes them bake cakes!

Then we move on to the recently appointed tea lady. Having tried to work in the call centre this young girl realises it’s just not for her but rather than get rid, Nev decides there is a role for her to make tea and coffee for everyone. What was astounding and heart-warming was that this girl takes this job really seriously. It’s apparent if she’s going to be a tea lady she is clearly going to be the best tea lady.

When her delightful co-workers decide to hide her tea bags and teaspoons all hell breaks loose and there are tears, tantrums and warnings – I kid you not, you couldn’t make it up!

What was amazing about this programme was that although there must have been at least 20 scenarios where we turned to each other and said ‘He can’t do that’, ‘You can’t say that’, ‘He is going to end up in a tribunal’, surprisingly I think there’s a lot that we can all learn from Nev.

He has a happy workforce for a start and people who are committed to his business. Ok, they know he’s nuts and openly admit that he is one-of-a-kind but that’s no bad thing. As a result of Nev and his attitude (his team meetings are called a s*it sandwich because you have a sandwich and he gives you s*it) people respect and to some degree appreciate him and his straight forward and no nonsense style.

Move over Sir Alan Sugar, Nev is in town and as far as the Davies’ household goes, he’s leaps and bounds in front of any car crash TV that you can produce and after the most recent series of The Unemployable – sorry I mean Apprentice – I didn’t think I would be saying that.

At the very least you can have some sympathy, empathy and dare I add respect for these people. They are real and perhaps we all need a Nev in our lives to remind us of what ‘being yourself’ can achieve. There are definite lessons I’m taking from Nev and perhaps we need to stop looking for reasons to criticise employers and employees. May be what we need to do instead is get some personality back to the workplace and god forbid have some fun!  

I don’t think we will be throwing things at people in Open any time soon or screaming at the top of our lungs but we just may think more about how we can inject some of Nevs better ideas into the agency.

Anyone for a s*it sandwich?

I’m not down with the kids but…

Posted on May 23, 2013 by

 

…I do know the importance of keeping it real! I’ve been in a number of meetings lately and it always surprises me when people commend the fact that what you see is what you get with Open Communications.

We’ve been going for nearly five years now (phew – where did that time go?) and we’ve always done the same. The business has evolved but our values have remained the same – if you want a PR agency that can do the job and do it well then our number is on the contact page, if however you want air kissing and champagne then we’re not for you.

It’s not that we aren’t friendly, far from it. I’d like to think that many of our clients have become friends over the years and that this has meant that we have genuinely long standing relationships, which mean we work as an extension of their teams – as if we were internal. This in turn makes it easier to provide honest advice that will help them to develop creative campaigns that meet with their objectives.

We’ve never been a PR agency that goes along with something we don’t believe in, we don’t say ‘yes’ to a contract because it’s there, we feel that being passionate about what we work on is really important and is another reason we are able to do a good job. Our accountant may not agree but there have been times when we have turned work down because although the contract would have been lucrative it didn’t fit with our values or we simply couldn’t see the campaign meeting with the clients expectations.

There has been a lot of news lately about the reputation that the PR industry has and I’ve always been very honest in that I feel many agencies offer the world and deliver very little. The unfortunate situation here is that brands have a bad experience with one agency and then never commission an agency again – and that’s not just the agency who handled the account badly in the first place, it’s any agency!

So for all those who want to work with an agency that DOES delivery and WILL work hard to achieve the results that have been promised, we are here and the kettle is on.

In all seriousness it shouldn’t be surprising to find a PR agency that is open, honest and willing to offer advice and guidance that makes sense. Until our industry realises that then ‘we’ will go on having a reputation that in some cases is very much undeserved.

 

What impression do you make?

Posted on May 15, 2013 by

 

We work with lots of local businesses across a range of sectors – not just those who are looking for PR but also suppliers who can provide us with products and services as and when we need them. Where possible we try to work locally as it makes sense to us – why go anywhere else when what you really need is on your doorstep.

And this is how we came across a very good friend and business colleague, Keith Williams. Many of the people reading this blog will already know who Keith is. As a very well networked individual and character, Keith is not shy and imparts his knowledge whenever we meet.

I was therefore intrigued when I received an email from Keith providing the following insights:

“As animals we are programmed to use all our four senses to gain a first impression. This is known to take around 10 seconds. On the telephone you rely on just one sense, hearing, to form an impression so if you take the 10 seconds and divide it by the 4 senses this gives the caller 2.5 seconds to form a favourable impression.

Once the impression has been made, research tells us, it will take a further 7 meetings or conversations before that impression is altered. If you need to form a relationship with a stranger, by telephone, you have 2.5 seconds to establish the basis for a favourable relationship.  If you fail; that contact has been lost to you.”

Now I don’t know about anyone else but I can think of a number of conversations where I have known this to be the case – not just with people I have called but those who have called me. The conversations where I close down usually involve the words ‘synergy’ and ‘can you give me the contact for’.  

So why would I be passing this information on? Well, Keith has a business called the Yes Project and he works with companies of all sizes to build relationships and put processes in place which deliver results. I guess for all intents and purpose this blog is a bit of a plug but with some good theory to back it up.

Keith is currently working with people who want to make a better first impression on the telephone. So, the question is do you believe that your telephone effectiveness is worth more than £35 to you?

 Yes?  Then email Keith at keith@keith-williams.co.uk and arrange to be part of the 60 minute workshop on securing favourable first impressions by telephone.

And if you don’t think it’s worth bothering with, just spend one day considering how many people could have secured your business, or worse how many prospects you could be working with if you took the time to consider what impression you were making EVERY time you used the phone.

No regrets

Posted on May 2, 2013 by

 

There was a surprising article in today’s Yorkshire Evening Post saying that one third of all small business owners and managing directors in Yorkshire say that they not only regret starting their own venture, but would not go through the pain of launching a business again.

I find this really hard to believe, particularly as less than a week ago more than 4,000 businesses from the region spent two days sharing their success and giving advice and guidance to others during the Buy Yorkshire Conference. Not a single person I met on either of these two days said that they regret launching a company, in fact many of them quite the opposite.

This update came from the Viking Small Business Barometer, but interestingly there is no indication to the size of sample that was used to make these assumptions, nor any specific reference to the companies that were involved.

As a small business owner I am absolutely aware of the difficulties that people face when trying to get a venture off the ground and then the struggles that you come across in trying to keep it going – it’s not easy or for the faint hearted, but do I regret it? Not a single second.

I network with a lot of local businesses and we often natter about the different challenges that we are facing and then offer advice on how to overcome them and I think it is this that some small businesses are missing. It can be quite lonely when you work in a small organisation – particularly if you’ve come from a large corporate or agency environment – and so it’s essential to surround yourself with a network of people that you can trust.

Like making friends you need to be careful but if you have a couple of reliable people that you can call upon when you feel like pulling your hair out it makes life so much easier. There have been times when I’ve been close to throttling someone or myself but after sitting down with a business colleague for a coffee or something stronger the world makes more sense and I can get excited about the good things that are around the corner.

It would be ridiculous to say that every day you skip into work with a smile a mile wide but I have to admit that I’m happier in my career now than I have ever been, regardless of the longer working hours and added pressure.

I don’t profess that running a company is easy, far from it, but I don’t think that surveys like this encourage people to give it a go. Looking back at what we have achieved as a business and the challenges that we have overcome at Open Communications I am really proud to say that I am the owner of an agency and there isn’t a single thing that would make me regret the decision that I made to launch back in 2008.

So anyone out there who is considering launching a new start up, remember, what makes you unique is what will also make you a success, so as long as you truly believe in the product or service that you have to offer your clients then all you have to do is give it a go. No one will ever fault you for trying.

What a day!

Posted on April 25, 2013 by


Today was one of those days that really get your blood churning – they make you feel alive, they spark your passion and they remind you of why you chose the career that you are in – today was the Buy Yorkshire Conference!

As the preferred PR partner for the event, we work for several months behind the scenes to draft press releases, engage with the media and draft stories for inclusion in the dedicated supplement, which was handed out during the event.

On the day however is where it gets really exciting. We had two rooms full of exhibitors, a hotel packed with high profile speakers and more than 4,000 delegates coming through the doors, the Financial Times, the Business Desk, The Yorkshire Post, Yorkshire Business Insider, BBC News Channel and Look North and the Times – now if that isn’t enough to make you wide eyed when you work in PR then I don’t know what is.

We spent all day running around, arranging interviews, making sure speakers and journalists came together, convincing local businesses to comment on national TV (in some cases live) and managing an exciting and challenging press event.

I’m still buzzing from the atmosphere. It was a truly fantastic two day event and everyone I have spoken to felt the same. Whatever company or sector the delegates and exhibitors worked in they were all amazed with the organisation and the unnerved attitude and professionalism of the Buy Yorkshire team.

Hats off guys – keeping it simple, you nailed it!

At Open Communications we are proud to support the Buy Yorkshire Conference and to be a part of something that is quite frankly epic. A massive #WIN from us. We are already looking forward to next year.

Making the augmented a reality

Posted on April 12, 2013 by

Ok, I confess, I don’t really ‘get’ a lot of the campaigns which are relying on AR codes to bring them to life. I understand that AR codes mean that agencies can be more inventive and creative but I struggle with what that brings to the brand and consumer experience.

Now don’t get me wrong, I think the technology is amazing and yet another step towards a world where make believe and reality collide – and this is my point.

Here’s an example, I walk into a supermarket and pick up a product. I scan the AR code and a flashy (and admittedly impressive) animation comes to life in front of my eyes. WOW. I then look at the prices of the products, pick the cheapest – usually the one on offer – and leave.

I will have no greater brand loyalty to the company who have spent thousands on a campaign that uses an AR code because they haven’t given me any reason to do so. I haven’t derived any added value from that animation. I would think it was impressive and probably tell people at work – because I work in PR – but otherwise I wouldn’t think about it again until I read about it in the marketing industry trade press.

This is where I am going to completely contradict myself, well kind of, because Tesco have nailed it. Hannah passed on an example of a campaign using AR codes which is simple, impressive and brings the campaign into the real world, encouraging consumers to engage and most importantly come back time and time again.

The campaign uses an association between Tesco and Iron Man 3. The idea is that shoppers can download a free iOS or Android app, which will allow them to generate an image of themselves wearing the Iron Man armour… now here’s the impressive part. They can then scan Iron Man point of sale in store to ‘unlock’ a further six suits with each showcasing a new weapon that users can fire!

I challenge anyone not to get excited by this app. Come on! Admittedly you will need to be accompanied by a boy aged between around 6 – 12 (the target audience for the campaign) in order for it not to look odd, and remember to seem suitably impressed but not show just how much when you’re ‘shooting’ people in store. I can already see my nephew cringing as I make the noises that accompany my new armour… well, it has to be done.

Taking a digital campaign and putting it into the real world is exactly what a truly integrated campaign is all about and I think this example gives the consumer an experience, while delivering for the client – in this case Tesco.

I have seen other examples of AR codes which take you to more information about a product, which is useful but not overtly exciting – however if it meets with the objective and is what the brands target audience would want then it works and it works far better than a flashy animation.

I think that perhaps we (agencies working for brands) need to think beyond the exciting pretty pictures and think more about the real life benefits of these campaigns. Only then will we start to see real value and results from the work that we do and when clients’ see results they want more and with more comes longer term relationships.

We may all get some column inches in the marketing trade press from a campaign that is impressive to our peers but when we sit back it’s the client we should all be thinking about.

 

Want a new challenge or know someone who does?

Posted on April 10, 2013 by

It’s exciting times here at Open Comms – we are on the look-out for some fresh new talent to join our expanding team.

As an agency that manages the communications and PR for a range of household names, as well as local companies and thriving new businesses, this opportunity will be an exciting challenge for someone who wants to become a part of a hardworking but friendly agency.

At Open Comms we don’t do ‘air kissing’ and we are not your typical agency so if that’s what you’re looking for you have probably come to the wrong place. If you do however have what it takes to be creative, while being able to put ideas into practice and to turn campaigns into results then we want to hear from you.

PR administrator

We need some help with the day to day running and management of the office but this role will go beyond ‘receptionist’. We expect that people who join our team will want to progress and become the best at what they do – this role will give someone the chance to learn the ropes and get stuck in, working in a very busy press office.

PR Account Executive

You don’t have to have a background in PR but some written experience would be a bonus.  This role is suited to someone who would like to take their first step into PR or for a recent / upcoming graduate. You need to have a genuine passion for PR and want to get your hands dirty – there’s no room for shrinking violets here! If you think you are more than just your average candidate then let us know.

Please send your CV – or better still something more exciting – to Lindsey or Emma at lindsey.davies@opencomms.co.uk or emma.lupton@opencomms.co.uk with an explanation of why you feel you are right for the position and what specifically you can bring to our team.

We look forward to hearing from you.