Tag: pr

RECOGNISING THE IMPORTANCE OF FACE TO FACE COMMUNICATION

Posted on June 8, 2020 by

One lesson I’ve learnt from lockdown is the importance of face to face communication. Not only has this been something I’ve missed from my personal life, it’s something I’ve missed from a professional perspective too.

With ever increasing opportunities for virtual engagement it’s easy to see how we could move away from face to face meetings for good. As we move towards our new normal, it’s got me thinking if there really is a need to travel long distances for meetings and spend every day in the office.

While many have suggested the traditional office formalities are near extinct, I’ve begun to appreciate the need for personal interactions and believe they are invaluable in the PR world.

Colleague relationships

In the first few weeks of lockdown, I found myself missing the office banter and the endless rounds of tea delivered to my desk. Now, I find myself longing for a team meeting where we can get together in person and discuss our actions without a sound delay or speaking over others.

In PR our working relationships are important and there is nothing like getting together to brainstorm ideas for a campaign. We work best when we can bounce off each other and share our creativity. It also means we can suggest the wildest stunts and feed our imaginations.

We can see the excitement in our colleagues faces and make our intentions are clear. People have to be in a room together to really get the best ideas flowing. This is something that simply can’t be recreated on Microsoft Teams. It’s getting us through lockdown, but I miss the sense of community the weekly office meeting brings.

Client Relationships

At Open Comms we have continued to maintain regular contact with our clients and have been very much business as usual throughout the pandemic, but meeting with our clients face to face has been missed.

We believe taking the time to get to know our clients means we understand their values and allows us to develop stronger business relationships and deliver the desired results. It isn’t always about work; it is about chatting and learning more about the personalities behind the brands we work for.

Seeing someone in person allows you to get to know them quicker and better. It is a way to find out about shared interests and to become more than just a third-party supplier. We always say that we are an extension of our clients’ teams and that is very true. It remains the case in the virtual world, but it isn’t the same.

Emotion

When communicating virtually, the ability to read body language and facial expressions are lost and any emotion is removed. Without these cues we raise the risk of misinterpreting the tone of an email or call.

While other businesses may thrive from a move to virtual communication, I think the value of face to face communication in the PR sector will last for many more years to come.

And as we finally start to see the lockdown restrictions eased, I absolutely can’t wait to reconnect with family, friends, colleagues and clients alike.

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 A BRAND CAN EXPECT FROM PR

Posted on June 6, 2020 by

What a brand can expect from PR

The most common question we get asked, is what a brand can expect from PR? It isn’t quite that simple to answer, but that doesn’t mean there aren’t some obvious returns. As long as the brief is specific, the objective clear and the budgets available, then you should expect results.

PR isn’t simply about drafting copy and getting it in the paper. It is one tactic, yet not the sum of the whole. When you invest in a PR practitioner or an agency you should set specific objectives. You need to be absolutely clear about what you want to achieve.

Far too often, a company will say that they need PR with no explanation as to why? Knowing what you want as an outcome gives those working on a project or year-round strategy some focus and direction.

Consistent message

PR allows you to share a consistent message, with multiple audiences, across a range of platforms. Depending on how your targets are most likely to find information, a PR will ensure your products feature in that space.

It may be drafting regular press releases that are shared with the media. It may be uploading content to a blog. Sharing engaging updates across social media channels. Providing access to a monthly podcast. Whatever the tactic that is chosen, the focus should always be on sharing a consistent message.

As well as becoming synonymous with a brand, it will mean that this information can be used to educate your audience. They will better understand your products and over time, your business too.

Tone of voice

Deciding on a tone of voice can be a challenge for brands. It can be difficult for someone to think about their business as they would a person. What would it sound like? If you met your product in the pub, what language would it use? How would it choose to interact with others?

Some will think this is a silly ‘game’ and not worth the effort. The reality is that when you see the results from brands that have got it right, it suddenly becomes very worthwhile.

Thinking about the words that you would and would not use. The technical terms and jargon. The approach of being friendly or factual. Considering how a business will come across should not be underestimated.

The best part about getting the tone right, is that once it is there, it will become second nature. It will also appeal to an audience that can resonate with your message. This is incredibly powerful.

Recognition

Again, this is just one tactic, however awards can bring great credibility. They are also an opportunity to celebrate and to claim the recognition you deserve. Too often, companies think of awards as ‘blowing their own trumpet.

In contrast, they are an opportunity for team building and extending thanks to colleagues. I have never in my career had a client be disappointed at winning an award. Not winning, of course. The truth being that if you don’t enter the outcome is only going one way!

The trick is to find the awards that will raise your profile in the right places. They should be delivered by reputable organisations and come with some credibility. Many of these awards have been running for years and are hosted by media companies. They have a phased process of entry, shortlist and event. These are the types of awards we consider for our clients.

If you get a call from an organisation to say you have won something, yet you didn’t enter, think long and hard before you accept. Chances are you will have to pay, and I would question whether the outcome is worth the investment.

Personality

PR gives a business the chance to add some personality. Again, this can be overlooked. People don’t want to buy from faceless brands. They want to better understand those behind the business and what makes them tick.

Adding a back story is always a good idea. It allows an audience to feel that they are more than a purchaser. Overtime, the objective should be to build a community of like-minded followers. Once this is the case, you then have a captive audience to engage with.

It isn’t about sell, sell, sell. Adding some personality to an organisation is a great way to detract from this. We were responsible for some personal posts for Myers Group and they really got to the heart of the business.

The stories that each individual had to share – including the MD’s – were honest and funny! A great combination when this content was shared on the website and across social posts. Not only did they attract attention, but also encouraged engagement.

An audience

Without an audience there will be no sales. Without sales, there is no business!

Identifying targets can be tricky. It isn’t always as simple as to suggest one size that fits all. This is why a mapping exercise will help.

Once you do have your audiences, you can start to communicate with them using PR in a way that will be most receptive.

This is where the beauty of PR really does come out in all its glory. Like many marketing disciplines, PR uses an element of trial and error. This is why we have a toolkit of tactics to choose from. It’s a blessing rather than a curse.

The way we work is to put in place a strategy that will evolve over time. What we ask of our clients is that they are willing to be flexible and to attempt new things. Even those that may make them feel a little uncomfortable. We wouldn’t make recommendations if we didn’t feel they would work.

Results

If you are working with the right practitioner or agency, then you will start to see results. The profile of your business will increase. People will start to chat to you about the latest news they have read. Business associates will comment, like and share your content. Associates will start to follow your social media channels. You will have the chance to celebrate awards with colleagues.

What a brand can expect from PR, depends entirely on its objectives. The greatest benefit being that PR can be so many different things, to so many different people. There is however one thing for certain, a return on investment should be a given!

SPECIALISING IN CLIENTS RATHER THAN SECTORS

Posted on June 2, 2020 by

You’ll often find that PR agencies specialise in a particular sector. At Open Comms we take a slightly different approach. We believe that there’s a bigger picture. So, rather than viewing PR requirements as dictated by industry, we take a more client-focused view. We create bespoke packages that deliver against each brand’s objectives.

But don’t worry, this doesn’t mean that we don’t have the experience to deliver. Sometimes we find the assumption is that agencies that specialise could do a better job but that is not always the case.

When receiving a brief, we treat every client the same; we are honest about whether we can do the very best job or not. After all, delivering fantastic results is what we pride ourselves on, and we wouldn’t have it any other way.

The bigger picture

When working with clients from a single sector, it would be quite easy to ‘roll out’ a PR package which works, time and time again. We would deliver excellent results. Our client would be happy. And the objectives would be achieved. All with minimal effort.

…So, what’s not to like about that?

Well, by diversifying our offering and working with clients across multiple sectors, we have to put in some extra ‘elbow grease’ and that keeps our job exciting. Since our launch we’ve made this our mission. We’ve gathered a huge amount of experience over the years along with contacts and extra creative ideas too.

Rather than taking a narrow view of what ‘should be done’, we can help companies to stand out from the crowd. After all, there aren’t many brands with a grand ambition to be exactly the same as their competitors. They want to be unique and make a name for themselves in their own right – and rightly so too!

Keeping one eye on the competition

For those agencies which operate solely within one sector, it stands to reason that they are likely to be representing competing brands. Now, it might just be us, but that’s not something that we’d want to see from a team who is handling everything from our top-secret new products, to reputational crises!

Here at Open Comms we have a strict policy of never working with competing businesses – offering that extra, much needed peace of mind and the assurance that we always have our client’s best interests at heart. No conflicts of interest here!

Putting clients front and centre

Each of our client’s PR packages are tailored to suit them, prioritising the elements which are of particular importance.

For some, we deliver a basic press office function. For others quirky and creative consumer campaigns. In some instances, corporate comms will be top priority. While, for others, trade PR is a particular area of focus. Most commonly, however, our clients choose a mix of tactics, which work together to achieve each brand’s unique objectives.

With a mix of skilled PR professionals, all with a varied range of experiences, we’re lucky enough to be able to match our team members with the clients that they work with. This ensures that we have all of the attributes to take your business to the next level.

Drop us an email at info@opencomms.co.uk or give us a call on 01924 862477. We’d love to have a chat and see how we can help you take your business to the next level.

WHY WOULD YOU WANT TO WORK IN PR?

Posted on May 29, 2020 by

Why would you want to work in PR

It’s a fair question. PR is challenging. You never get chance to switch off. As part of the day job, you must manage multiple relationships. It’s about working to other people’s deadlines. There is a constant feeling of being accountable for your own actions, and sometimes those of others. So, why would you want to work in PR?

We work in an industry that is constantly changing and that makes it exciting and unpredictable. It also means that we need to keep abreast of any new tactics that could benefit our clients. This puts us in a position where we are constantly learning.

For those that like to push themselves, PR is a perfect career path. It isn’t for the faint-hearted. Unless you have worked in the industry, it’s somewhat of an enigma. The assumption is you write copy and send it to a journalist, but the reality couldn’t be more different.

The traits of a PR professional

Becoming an exceptional PR professional takes time and experience. I don’t believe you can ever stop learning and so, as a practitioner and business owner, I make it my mission to read, listen and digest.

Working in PR for more than two decades has changed me. I have had to adapt my style, consider my approach and ‘give my head a shake’ on many an occasion. Although I was as eager as the next graduate when I started my career, I can now see I was naïve and inexperienced.

I now appreciate that taking a step back, however urgent a deadline, will almost always benefit the outcome. Attention to detail is essential and sloppiness unforgiveable. Having the ability to communicate with a person as they prefer is a skill. Listening is as important as sharing your thoughts.

When we look for PR professionals to join Open Comms we don’t have a carbon copy that we replicate. There is no one size here. We know that to provide our clients with the best results, we need a team that has a variety of personalities and experiences.

The common denominator for us is that people work hard and that they have shared values; to do a job and to do it well.

Where the PR industry is heading

The future is an interesting path. It’s not one that we can predict with any certainty. This year of all others has shown us that. We hear a lot that digital communications will continue to dominate our lives and that this will be how consumers access information.

The way that I see it, rather than predict how an industry will change, we focus too much on a single medium. When we look at the reality, PR is more about the message, it’s content and timings. The medium is the vehicle, the PR is whatever it is you need to deliver.

The future for PR, as I predict it, will continue to focus more on the story, whatever the medium.

Storytelling is becoming increasingly important as people want to learn about the personalities behind the brands they purchase from. Being better equipped to make informed choices is an expectation, not an exception.

With the more mindful shopper comes the need to share. The challenge arrives when businesses are expected to put pen to paper. Messages need to be concise,  copy compelling and sharing consistent. The tone needs to be reflective of the brand and the approach honest. Furthermore, at every step, the communication that is being shared needs to resonate with the audience.

It’s not always as simple as it seems.

Appreciating the complexities

PR isn’t a game. It isn’t ‘fannying around with press releases’ or drinking fizz at events. Nor is it freebies, new outfits, fast cars and lunches. And, it isn’t easy.

The landscape changes every day; mediums change, trends change, tactics that will work for clients change. Every. Single. Day.

Our specialism is one that fits within the wider marketing mix. It is a skill and requires professionals to deliver if they want to achieve results for clients. Anyone coming into the industry thinking it will be an easy ride is in for a rude awakening.

Working across sectors and with business to business, business to consumer and third sector organisations keeps us busy. At Open Comms we appreciate that every single brief, from every single client, is different.

This means we have to deliver our very best all of the time. We can’t take one model and apply it to the next company. It doesn’t work like that.

The benefits are that we get to create year-round plans and campaigns that have real impact. We work to objectives and then share the results. This means we can share in the success of each brand we work with.

That feeling is invaluable.

Consistent, compelling content will deliver results

There is so much more to PR than meets the eye. We cover so many different skills from event planning to activation, creative development to crisis management. No two days are ever the same.

The one consistent in our industry comes back to copy. If we want to deliver results for our clients’ we need to use copy to meet with objectives. Creating consistent, compelling content that can be shared across platforms needs to be our bread and butter. The thing that we deliver better than all others.

The message should build, the creative support and the overall outcome be excellent results.

Storytelling, finding angles and articulating the message in the right way, using the right medium, at the right time is PR.

It is exciting, quick-paced and fun.

Getting to the heart of a story and sharing it with passion and enthusiasm is a skill. Seeing copy in print, whether online or in print, is a real achievement. Watching campaigns gain momentum is exciting. Sharing this journey and the subsequent success it brings to business is what makes our industry so appealing and a great career option.

Trying it out for size

When I started my training in PR, we were told to find some experience.

We would be expected to give up ‘our time’ to gain experience from agencies. Not only did it give us the opportunity to put the theory to practice, we could see PR in action. This was a real turning point for me and made me realise this is what I wanted to do for the rest of my life.

For others starting out, my advice would be to do the same. Be eager, aware, assertive, willing to approach businesses, to ask for experience and be willing to work. If you have what it takes, I can guarantee that PR will be a career that keeps on giving.

For anyone interested in learning more please do call a member of the team at Open Comms.

LEAVING LOCKDOWN A BETTER PR PROFESSIONAL

Posted on May 27, 2020 by

As we are continuing to adapt to new ways of living and working amid the Coronavirus crisis, dare I say that there finally appears to be a slight glimmer of light at the end of a turbulent and challenging tunnel.

Normal has and is continuing to change. Our lives will be impacted by this pandemic for many months to come. And, despite the overwhelming feeling that we are navigating through these unprecedented times together, I cannot help but think that our own experiences will be vastly different.

We are at the brink of a nationwide recession, unemployment rates are rising and most tragically, people are still losing their lives and loved ones to Covid-19. I’m sure I can speak for the majority of people when I say there have been some extremely dark days during this lockdown period.

Yet, despite being drenched in this daily wave of negativity, I must look within my own situation and be at least thankful that many key elements of my daily life have remained intact, especially when it comes to work.

Positivity in the workplace

Like many sectors across the UK, the PR industry hasn’t eluded the damaging impact of the Coronavirus. Here at Open Comms, however, we are fortunate enough that the entire team have managed to keep a sense of business as usual throughout this global crisis.

This transition has certainly not been without its challenges. Similar to many companies across the country, we have all been working remotely. Our processes have had to be modified but we have largely ensured that the services we deliver have remained uncompromised.

This is why I feel fortunate, but it’s not the only reason. When I look back at my own lockdown experience, I recognise that through necessity I have gained valuable new skills, adopted more efficient working practices and my PR skillset is continuously improving.

Learning to adapt

It was inevitable that as the marketplace was impacted by this widespread disruption. Many businesses would have to, rather quickly, change their strategies going forward and for the foreseeable future. This was no different with our clients, and we had to therefore taken both a proactive and a reactive approach.

This was most evident on our clients’ social media channels. To reflect the current climate, we had to completely revise the messaging and tone of a program of activity we had previously collated. In order to avoid any inactivity on these platforms, the new content had to be turned around quickly and then shared across multiple platforms immediately.

Another client reacted to the Covid-19 crisis by amending a critical support service, so it is available to those who need it most at this time. Prior to the launch of this new scheme we took a proactive approach by specifically targeting media titles that have already shown an appetite for sharing this content around the subject.

Upon contacting members of the media, we also repurposed the press release to highlight each specific region in order to secure as much coverage as possible. Following this update, the story was covered throughout the UK, including every region this service is available in.

True value of regular communications

It is at times of crisis that positive communications play such a vital role. At times, PR may not be seen as a ‘must have’ by many, but I believe it is now evident just how valuable it can be. The success of a company can often be attributed to its reputation, and nobody understands how better to grow this then communication experts.

Aside from the successes we have achieved on behalf of our clients in lockdown, one of the biggest triumphs I’ve seen is how the Open Comms team has regularly and robustly continued to communicate, not just with clients, but also with each other. Shifting to remote working can be an arduous adjustment and can put daily correspondence at risk.

Whether it’s transferring our usual team meetings to morning video conferences, scheduling in private calls to further discuss work projects or simply putting on the kettle and having that much needed catch-up, tasks such as these give me that sense of normality, we all long for.

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.

COUNTING THE COST OF PR VERSUS THE VALUE IT DELIVERS

Posted on May 19, 2020 by

Counting the cost of PR

During my career I have often thought about how businesses count the cost of PR without really understanding its value.

While browsing my social media channels last week, I came across a post that had been shared far and wide. It really resonated with me, and those I am connected with too. It reads:

“If I do a job in 30 minutes, it’s because I spent 10 years learning how to do that in 30 minutes. You owe me for the years, not the minutes.”

Having worked in the PR industry for more than 20 years, I appreciate the sentiment behind the words. For me, my training started when I was at college. I then did a four-year degree before securing my first full time position.

So, in total, my academic training was at least six years. That said, you never stop learning in PR, so it would be fair to suggest it is actually upwards of two decades.

PR is an investment

As a professional, it can be a challenge to explain to people that PR is an investment. Of course, any business will consider the cost, but they should also appreciate the value.

PR is about managing the reputation of a brand and business. Arguably, the biggest asset of any company. Without a reputation you have nothing. Putting the right amount of time, effort and budget behind it is essential.

Getting the balance right will ensure that companies get the results they are looking for.

Return on investment

Every organisation wants a return on investment. Having launched Open Communications more than 11 years ago, I understand this whole-heartedly. PR should be no different. Ensuring you choose an agency that is transparent, honest and open is half the battle.

Despite having the endorsement of some of the largest brands in the world, PR is still an unknown for some. In the most part, business owners know that they need it, but they can’t always see the true value.

This leaves PR as a forgotten relative. It becomes a ‘nice to have’ rather than the business-critical specialism it is.

In order to get best value from PR you need to provide a detailed brief. This gives clarity to the agency and gives you the chance to think carefully about the objectives you would like to achieve. These can then become KPIs to measure against.

Being honest about budgets

Providing a budget is really important.

Some people worry that providing a budget means an agency will charge that fee. Perhaps that will be the case, but they will also provide a rationale for the cost. It will allow them to provide realistic recommendations to meet with objectives.

Having no indication of the investment a business is willing to make just wastes time. It leaves an agency second guessing and that rarely works out well. It may mean the costs are too high or that the ideas are too safe. Either way, if a budget is given then everyone knows what they are working with.

We’ve always been very honest with our clients. We go above and beyond, treating our clients’ money as if it was our own. This is a value that has become reflective of Open Comms and synonymous with our approach.

This is one of the main reasons our clients’ work with us for years. They know what to expect and that they never need to challenge our honesty and transparency.

It’s about the years and not the hours

Going back to the main point. When working with an agency it really is about the years and not the hours. The hours are what you pay for. But the experience of a team is where the value lies.

At Open Comms we have a team of experts that have worked with some of the largest brands in the country. We have earnt our stripes and we love what we do. The assumption that PR is easy and that anyone can do it is misguided. The reality is very different.

It may be right that anyone can put pen to paper, however that isn’t PR. The education, training, skills, tactics and constantly evolving landscape means PR professionals are just that. Professionals. They have worked hard and have invested in their careers to be the best they can be.

Trust is integral to success

When you rely on an agency, you are trusting them with your brand. That’s a big commitment. We don’t take it lightly and that is one of the reasons our job is so exciting. Thankfully our clients have very similar traits. They trust us and believe in what we do.

This means we can work as an extension of their teams and to give them advice. Real advice. Honest advice. Uncomfortable advice. Not what they want to hear, but the right advice based on our experience and knowledge.

PR isn’t just about writing press releases or posting compelling content. It is about reputation and managing a brand. It is about avoiding crisis. It is about navigating through hard times and celebrating good.

The beauty of PR is that it doesn’t stand still. There is no one size fits all. Every single client we work with has different objectives. They are specific to their business and require a range of tactics. This keeps us on our toes and is just one of the many reasons we do what we do.

What to consider when choosing an agency

It’s really quite simple.

  1. The first thing to think about when choosing an agency is what you want to achieve. Create a clear brief that shares your objectives and budget.
  2. Next, find an agency that you feel would be a good fit with your business. PR is very much about relationships. You will be sharing information that is sensitive and confidential so you must have an affinity with the people you are working with.
  3. It’s not about them and us. It’s about working as a team to deliver results that meet with the objectives. Treating your agency as you would you colleagues will allow you to get the best from them.
  4. Remember, you are paying for experience. It’s about the years not the hours. Trust your agency to deliver. If you have any doubt, it’s probably time to review the suppliers you are working with.

Getting the balance

The balance between budget and return can be tricky but it’s not impossible. Be honest, be open and set expectations from the outset.

Once these are in place you will start to see the value of PR. When you are celebrating results, you will realise PR really is an investment and not a cost.

THE POWER OF PR: WHY REPURPOSING CONTENT MATTERS

Posted on May 15, 2020 by

The PR industry is constantly evolving, and as a result, agencies are having to adopt numerous tactics when implementing campaigns on behalf of clients.

There is an ever-increasing tool kit to choose from when raising a company’s profile, increasing brand awareness or enhancing an individual’s reputation. Some of the approaches that are frequently adopted include social media campaigns, influencer marketing strategies and sponsored or paid for digital media.

With all these methods to choose from, you could be forgiven for thinking more traditional skills had been set aside. However, this is not the case.

Extending audience reach through compelling content

At Open Comms we feel there should always remain a focus on coherent and informative pieces of content. Whether this be in the form of a press release, comment piece or a blog post. Compelling copy will deliver results for brands that want to communicate effectively with audiences.

As PR professionals, we know that securing frequent press coverage in the right media and using this across relevant channels remains a key objective for many of our clients. This approach allows organisations to build brand presence, communicate with chosen targets and enhance the bottom line.

Ultimately, the channels that are now available to PR professionals allow us to maximise the success of any single piece of content.

Press releases

Although there are many alternatives to the way we now digest news, the most efficient process of securing media coverage remains through the distribution of press releases. For content to be featured in the press it must have widespread appeal, not only to the journalist but also the reader.

At Open Comms we know how vital it is that we understand who the press release is being written for. We can then ensure the angle applies to the specific target audience; whether it’s regional, national or sector specific.

We understand that copy needs to contain a newsworthy or interesting angle in order for it to be read, digested and shared. This then makes this content as strong as it can be before being repurposed and used across multiple platforms.

Blog/news section

Once a press release has secured media coverage, the content can then be updated to feature on a company’s blog page or news section. This serves several key purposes:

  • Anyone visiting a website, including prospective customers, will have access to information about what is happening at an organisation at a given point in time.
  • Keeping visitors updated and informed will increase the number of times they access the website.
  • Frequently updating a blog or news section can significantly enhance a company’s ranking on Google and other search engines.

The reality is that the more frequently interesting and informative content is uploaded, the more likely it becomes that specific search terms will be associated with a company’s URL. This gives the pages greater authority, which improves page rank and as a result, generates even more organic traffic and prospects.

LinkedIn

At the same time as uploading content onto a blog page or news section, it can also be repurposed so that it can be shared across social media platforms.

It goes without saying that social media has become an online search tool of choice when people source information. In recent years, LinkedIn has invested heavily and is increasingly becoming the ‘go to’ platform for business-related activity.

As such, posting an update on a company LinkedIn page allows that business to engage with its followers. It can also extend this reach to those that are connected with its employees if they choose to share or like a post from their personal account.

Not only will this help increase a company’s presence on the platform, but when using hashtags or links to associated articles, it also informs professionals within a specific sector of this newsworthy content.

As a result, a company’s LinkedIn page can become a reliable source of relevant and topical content for existing clients and potentially new business prospects.

Summary

In summary, there are a number of ways that a business can use content to enhance their PR activity. Content is a great place to start. Thinking more strategically about how each article, press release, comment or feature will be used can make a real difference to results.

Start by thinking about the angle. Make it relevant and right for the audience. This can be used to shape a press release for media. Once coverage is achieved it can be amended and posted as a blog. The blog can then be repurposed for LinkedIn and shared across social channels.

Using this tried and tested method will help any business to create compelling copy that reaches the widest audience possible without getting tied up in knots in the process.

The value of producing well created pieces of content should never be overlooked and here at Open Communications, we take great pride in harnessing the power of the written word. Please find out more here or pick up the phone and give us a call on 01924 862477.

THE MANY TALENTS THAT MAKE UP AN EFFECTIVE PR AGENCY

Posted on May 13, 2020 by

As with many industries, when you work in PR you come to expect that people will have some preconceived ideas. Stereotypes have been developed over the years, not helped by characters in popular TV programmes.

Assumptions are made about the ‘type’ of people who work in the profession. In some organisations, this may be a true reflection of the workforce. However, here at Open Comms, we believe that to be truly effective an agency needs diversity, in every sense of the word.

Nurturing Creativity

Bringing together a blend of genders, ages, personalities and experiences allows for a PR business to be more creative. A vital component when creating any strategic plan or campaign.

What’s more, working across a range of industries, this variety of thoughts and approaches is essential when we are constantly looking at new and more innovative ideas for clients.

Using our collective skills means we can offer each organisation a bespoke service that encompasses creative elements tailored especially to them.

The team here loves nothing more than to take an hour out to brainstorm and let our ideas run wild. It’s amazing to see the knowledge, experience and preferences of the team come to life during the campaign planning process.

However, the icing on the cake is when the plan comes together. This is what we enjoy most; sharing excellent results and a job well done for our clients.

Staying on Top of the Latest Trends

Our many differences influence the way that we perceive changes in the wider world. As a team of PR professionals, we naturally take an interest in trends. After all, it is an important part of our job. However, that’s not to say that we don’t all have our antennas tuned to the products, services and brands that appeal to each of us the most.

A resident shopaholic, for example, is more likely to know about the latest designers, prints and fashions; while a budding chef will probably have a keener take on how taste buds and food preferences are changing.

The more tech savvy among us can keep track of the latest social media software and the tools that help our client’s platforms stand out from the crowd. Whereas a more ethically conscious personality may be more in touch with social movements, and the changing sentiment around environmental issues.

Fostering Strong Working Relationships

One size doesn’t fit all, and an agency with a lack of diversity is likely to have a hard time branching out in the PR business.

Our clients come from all backgrounds, with different target markets and product offerings. With a diverse team in place, we can match personalities and expertise with clients – leading to exceptional working relationships.

Not only does this make life easier all round, but it makes for strong bonds and a friendly, personal approach. Ultimately, this helps us work less like an external agency, and more like an extension of each team.

Empathy and Sensitivity

Some personalities are a little more robust, taking a tougher stance on certain issues. While others are gentler, picking up on sensitivities which may pass the average person by. Then we have those in the middle, the ones who strive to see both sides of every scenario.

In a crisis, this blend of personalities is a fantastic asset and one which is very much valued within our business. After all, for most organisations, facing a PR crisis will be one of the most testing times in its history. Without a team who can be trusted to consider all angles, it can quite easily become a very tricky situation to navigate.

However, having built up a long-term relationship with a PR agency that understands a brand and business, a company can be confident that its reputation and future is in safe hands.

Experience and Guidance

Our team members come with a whole host of experiences, which contributes to the unique approach that Open Comms delivers.

Some of us have been working in the industry for more than 20 years, while others are taking their first steps into the world of PR.

We’re particularly proud of our supportive approach, which sees the team learn from one-another. What remains at the forefront is that we all have something different to share, whether starting out or with a career spanning more than two decades.

Whether it’s our resident (former) journalist; the social media savvy among us or our Masters-level linguist, making the time to learn from one another’s experiences is an opportunity not to be overlooked.

Find out a little more about our team here. Alternatively, pick up the phone and give us a call on 01924 862477 – we’d love to chat.

UTILISING PR PROPERLY AMID THE CORONAVIRUS CRISIS

Posted on April 30, 2020 by

As the UK embarks on another spell of lockdown, we are now seeing signs of progress in the fight against the Coronavirus pandemic. Although the future has never been more uncertain, these unprecedented times have guaranteed that the drastic changes to our daily lives will be ongoing for the foreseeable future.

The strict, but necessary, guidelines implemented by the Government in early March have caused widespread disruption; not just to our personal lives, but also to our professional lives as well. As society has been forced to adjust and adapt in response to the Covid-19 outbreak, the country has experienced a seismic economic shift that will be felt for many more months, if not years.

There has never been such a time where critical information has played a pivotal role. Customers, clients, business partners and employees alike must all be made aware of any changes that could have a significant impact on their lives.

Like so many other sectors, the PR industry has been forced to change rapidly to navigate through this ongoing pandemic. With that being said, it is at times of crisis that we realise just how valuable and critical communications can be.

As such, we believe that the implementation of a robust communications strategy can significantly help companies during this unprecedented period. We have listed our three top tips of delivering impactful PR amid the Coronavirus pandemic.

1. Take the opportunity to approach press and media outlets

During the nationwide lockdown, more eyes than ever will be searching for news and updates online. In response to this increase in online traffic, publications will be in need of as much content as possible to keep their readers engaged and interested.

Brands must take advantage of this opportunity by being proactive and calling on press contracts to find out just what sort of content is desired at this time. This will then enable them to tailor copy to the specific requests of each journalist and hopefully increase their chances of securing media coverage.

2. Don’t hide away from Covid-19

The ongoing pandemic has changed the way consumers shop, employees work and how services are delivered. Ignoring these changes could have a detrimental effect on companies and the relationship they have with clients and customers.

Communicating openly and honestly can be an effective way of creating trust and forming stronger relationships with the relevant people. A brand or company seen at the forefront of this crisis, whether its posting daily updates on websites, social media or in the press, can instill a sense of reliability and responsibility within the marketplace.

With that being said, businesses must recognise the difference between selling and informing. Communicating critical information isn’t an excuse to try to sell a product, so don’t fall in the trap of using it as a promotion tool. This will be received negatively and cause further damage to a brand.

3. Customer and client engagement

As life has taken a somewhat slower pace for some over recent months, it has provided these companies with an opportunity to reflect and reevaluate the way they operate. Part of this reflection could be focused on collating data regarding the experience customers and clients have when using a company’s services.

Crucially, this will help organisations to better understand how the current situation is impacting on their target markets whilst also providing them with a further opportunity to engage with their customer base.
An effective way to collate this information could be by using social media tools; whether it’s creating polls for followers to engage with or by posting questions for which the answer could be determined by retweeting or liking.

This will enable companies to communicate consistently on their own platforms, while also helping to garner more followers and potentially new business.

Although we don’t know when normalcy will return, we do know that we must remain resilient and willing to evolve to accommodate the current climate. Despite these challenging times, businesses need to keep an optimistic approach whilst continuing to deliver for their clients and customers.

Recognising the value of positive communications will not only support businesses throughout this pandemic, but organisations in all sectors across the wider economy.

 

SHARE YOUR STORY: BUILD YOUR BRAND

Posted on April 22, 2020 by

PR is about telling stories and building brands

Brand loyalty is not what it used to be. People don’t typically have the same affinity with a company they once did. Perhaps because we now purchase for convenience rather than experience. We access our shopping online or from conglomerates. We have absolutely no idea who served us from one day to the next. That is assuming you didn’t use self checkout.

Times have changed and so have expectations. Consumers want quick, easy and accessible. They want price checks and free returns policies. It’s no longer about relationship building or shared values, it’s about simplicity and functionality.

But what if things were to change?

What’s your story?

Storytelling is an underestimated skill.

Sharing content that is useful, insightful and meaningful has changed the landscape for brands, giving them an opportunity to create a point of difference. In a bid to stand out from the crowd, manufacturers and retailers need to let people know why they should choose one product over another.

This isn’t just about why a business started in the first place, it goes beyond that. In order to give a true impression of a company and what it stands for, an organisation needs to decide what themes will resonate with its audience(s).

It may be the values of a business, the sustainable approach it takes, its corporate social responsibility or the skill, time, effort and experience that goes into making the final product. It may be tone of voice and an honesty that is not typical within a given market or all of the above.

Whatever it happens to be, making a plan for posting content and giving consumers the opportunity to learn more about a company will equip them with the information they need to make more informed choices.

Content that matters

There is a belief that posting a blog every now and then will do the trick and sharing copy across social channels will have people flicking on the kettle and grabbing a cup of tea ready to sit down for a good read.

The truth is that people are just as busy as you are.

It is therefore necessary for brands to consider this and to condense copy so that it can be shared in a way that will appeal to the widest overall audience. It is fine to draft a blog, but break the copy up and then provide a revised version which will share the main points across social channels. If people want to read more they can. Working in this way gives them the choice.

Organisations should map out what the audience needs, wants and what they will enjoy. It may be industry specific topics, thought leadership articles, advice and guidance or something more light-hearted, such as a weekly update from the workforce.

Identifying what is most likely to work will save time and also keep people coming back for more. There is no point in sharing the same content over and over. This is a chance to mix things up and to give a brief glimpse behind closed doors.

Content that changes behaviours

Marketing and PR can be a reoccurring point on agendas which never gets the attention it deserves.

What business owners may fail to realise is that well written copy that is shared regularly can change behaviours. That means that people could switch from purchasing one brand to another based on access to information and strategic storytelling.

Some brands do this very well and use the opportunity to share updates as a way of reiterating the importance of every purchaser to them. Not only does this start to build a community of like minded people, it also gives those involved the confidence they have made the right decision.

When you think about it, would you rather purchase from a faceless, transactional business that will seemingly never give you a second thought or from a brand with personality that thanks you for your custom and directs you to useful content that you can access at your leisure.

Forcing the point

It is absolutely imperative that whatever the size of the business, those responsible for drafting copy understand the difference between selling and sharing. There is a fine line between commercial marketing and editorial PR, which can seem like a mountain to climb when you are faced with a blank sheet and a blog post to draft.

When curating content, it is a good to set out a plan. What is the purpose of the copy, what is the point and why will people read and share it? Without the answers to each of these questions, you may find you are wasting your time.

Forcing a point may come across as a sales pitch, which can do more damage than good. The purpose is rather to educate, inform and give people the detail and background they need to make an informed choice about your product and business.

That is why establishing a tone of voice will give you an edge and will make drafting copy far simpler. It will mean that you are able to inject personality and to build this over time. It doesn’t have to remain exactly the same, it can evolve and those that do become loyal follows will become a part of that journey.

Starting small, thinking big

Drafting content and sharing stories should be a part of any businesses planning and strategy if they want to build a strong and resilient brand.

Rather than make this ‘another thing to do’, the best way to implement change is to start small and think big. One suggestion would be to draft a blog a month, which is supported by social media updates across the most appropriate channels to redirect the audience to that post.

There can then be plans to increase this as the audience increases and customers become more accustomed to the sharing of regular content. Setting clear measures of success should be all the encouragement a business needs to continue. After all, if the right approach is taken, the results will follow.