Tag: pr

WAR OF THE WAGS AND A PR CRISIS IN THE MAKING

Posted on November 21, 2019 by Katie Coxall

It’s the debacle that’s had many of us glued to our devices. When Coleen Rooney waged war on Rebekah Vardy for allegedly selling stories about her to The Sun newspaper, people grabbed the popcorn and settled down to enjoy the latest celeb showdown.

Providing the nation with a welcome distraction from Brexit, this comparably light-hearted performance offered a break from the doom and gloom which has dominated the headlines of late.

While I’m not entirely sure what to tell you about Brexit, we can certainly share a lesson or two about public statements, crises and dealing with the media.

Timing is everything

Considering the timing of a statement, press release or media product drop is essential if the message is to be interpreted as intended.

In Coleen’s case, the statement was posted the day before World Mental Health Day. An extremely risky move to say the least. Notable dates have a significant influence on the media agenda and will determine content, so it’s prudent to be mindful.

With mental health in the headlines, the topic was bound to be front of mind with both journalists and their readers. As a result, the timing and nature of Coleen’s statement offered the perfect angle for a journalist to discuss the potential impacts on Vardy’s mental health.

While Coleen appears to have avoided such an issue on this occasion, this could very easily have been a PR crisis in the making.

Consider the wider impact

Whether intentional or not, the behaviour of celebrities influences the actions of others. This kind of public ‘performance’ brings with it a certain level of responsibility and if people are not careful, accountability too.

As prolific users of social media, it’s no surprise that young people are amongst those particularly engrossed in the activities of those in the public eye. Being followers of the latest trends, children take cues about how to behave from those that they idolise. As a result, there’s no doubt that this method of ‘public shaming’ will be replicated in schools, with potentially disastrous consequences.

What’s more, although it’s entirely understandable that Coleen would feel betrayed – assuming the allegations are true, taking revenge so publicly is precarious territory.

After all, Coleen’s family have endured their fair share of hurtful headlines. The fact is, however guilty Rebekah may or may not be, the implications of exposing a story such as this not only has repercussions for the alleged perpetrator, but also for their family too.

Fact check, and check again

Though Coleen’s investigative techniques have impressed her fans, there are some obvious flaws. Narrowing the possible leak down to just one account, may be rather damning, but what about the people, other than reporters, that Rebekah may have shared the news with?

The truth is, she could just be guilty of being a gossip, who has naively divulged information about Coleen to her friends. And, let’s face it, she wouldn’t be the first person to share a screen shot of someone’s story in a group chat!

For her friends, who may not be in the public eye or have the salary of a football player at their disposal, the lure of a quick buck from a willing red top tabloid may have proved too much.

Of course, there’s also the question of whether Coleen herself has shared her plans with others. A trusted friend or family member could quite easily be the culprit. However unlikely that seems, I’m sure she wouldn’t be the first person to be betrayed in such a way.

Should Coleen’s conclusions turn out to be incorrect, there are bound to be some very red faces and incredibly serious repercussions for her own reputation. Ensuring, without a shadow of a doubt, that any statement is factually correct is absolutely essential.

Plan ahead

Every good PR plan should incorporate an element of crisis planning.

By exploring and identifying areas that could become stumbling blocks, a pro-active PR plan can be put in place to address issues in a timely manner, should they ever arise.

However, it’s always worth remembering that no matter how well prepared you are, it isn’t always possible to see a crisis coming, which is why having professionals on hand to manage a crisis situation can be invaluable.

Navigating unfamiliar territory without professional support is extremely unwise and could have lasting repercussions for your brand or business.

Summary

Reputation takes a long time to build and only a short time to ruin, which is why leaving this important aspect to chance is a perilous strategy.

Making statements to the media is a serious business. Unfortunately, once something has been said so publicly, it is very difficult to take back. That’s why it is important to get it right the first time.

Working in PR involves being cautious, taking time to plan and having a wider understanding of issues that impact upon a brand or business.

Utilising the skills of those who are qualified to advise on issuing statements, press releases or managing a PR crisis is essential if your number one asset, your hard-earned reputation, is to remain intact.

LOVING LINKEDIN

Posted on November 20, 2019 by Lindsey Davies

I have to admit I’m loving LinkedIn. I’ve had a bit of crush on the platform for some time now. I like the fact that it is a social channel that has a definitive audience with a clear purpose.

There have been some fall outs over the years, as people have posted personal updates and others have made it their mission to ‘police’ the professional platform. However, I still feel it is a positive space to connect with others.

It is now very much a ‘go to’ for recruiters and individuals to showcase their talents, achievements and expertise.

Leaving the trolls behind

The conversations on LinkedIn focus on finding new contacts and sharing work-based content with a network that you have pre-approved. In order to share with someone, you first must make them a connection. This limits the amount of spam and unsolicited messages you receive.

As well as ensuring the information you access is interesting and relevant, this approach also leaves the trolls at the door. Twitter has become a breeding ground for bad behaviour, which requires governance and endless monitoring. In contrast, LinkedIn is able to build its credibility as a platform of choice for business.

Simple and effective

One of the first things I do each morning is scan through my LinkedIn feed. There is always an abundance of content and it varies depending on who has posted. Given the industry I work in, there is no consistency about who I follow; if I find a person or brand interesting then I will follow or connect.

It’s not unusual for me to wake up to someone posting an amazing view from a run or a report that looks at category insight about a given market. Both give me a reason to read, consider and reflect.

Posting to LinkedIn is simple and accessing a profile from the app has improved over the years. Reiterating it as a tool of choice for companies, at most events there is an option to scan a name badge and connect with someone through a QR code.

Not only does this reiterate the importance of LinkedIn for individuals and organisations but it also showcases how easy it is to use.

Posts and articles

What I like most about LinkedIn is the articles. As someone that writes for a living this will come as no surprise. What appeals to me most is that I can share my thoughts and opinions while also receiving clear analytics.

Unlike some social media channels, LinkedIn has the credibility that comes from relying on people to input their own professional information. This leads to fewer dormant or ‘fake’ accounts and more people that genuinely want to connect and converse.

Knowing those that I am connected with means that when someone leaves a comment or likes my article I will respond. This then leads to genuine and meaningful discussion. There is no harm in having a point of view and I find LinkedIn a more balanced place to do this.

I try to share an article at least once a month and have mixed them up a bit recently. Some focus on business and others are more personal. I don’t feel there is any harm in this as the objective is the same; people get to learn more about me and the way that I work.

Making the most of company pages

As an agency we manage company pages for our clients and provide advice and guidance on personal profiles. For me, once your profile is updated, it’s all about posting regular updates and spending five to ten minutes liking other information you have found useful.

I have met lots of people that have explained how they ‘don’t know how to do LinkedIn’ but the truth is that you don’t have to. The platform does much of it for you and will guide you through the steps to becoming an ‘All Star’.

You can then take your time working out the rest and can pay to become a premium member if you choose.

As well as updating your status, it is important to remember your company page. This is a reflection of your business to the outside world and gives employees a chance to share their thoughts and feelings about an organisation.

With this comes an authenticity that is rarely found elsewhere. Although company pages can be monitored and posts can be removed, they are often a true indication of the culture at a company. This is reflective of employees and what they share.

It is also a fantastic tool for building an employer brand and encouraging the best talent to your organisation. After all, if you employees are sharing the positives about your business, you don’t have to.

Grouping together

You can also join groups on LinkedIn, comment on articles and share links to external web pages that could add some value for those that are following you.

Again, the beauty about LinkedIn for me is that it is simple, effective and professional.

As someone that isn’t looking for a change of career or a new job, some people may ask why I bother with the platform. The truth is I know that many of my contacts visit the site and access the content that I share. As such, like any social channel, it is a valuable way for me to share news from the business.

Engaging with groups isn’t something I do as often as I should. I am a member of some groups but prefer to use them to read articles or links that are shared as opposed to creating relationships that are exclusively online.

One group I have been a member of for years is the Yorkshire Mafia. I joined because I thought it sounded interesting and slightly controversial. More importantly, the philosophy of the group that we are ‘stronger together’ also stood out for me.

With 22,000 pre-approved members it has a strong following and has been commended as one of the most productive groups on LinkedIn. I would recommend that anyone who just wants to join a positive and informative community of people takes the time to join.

Making the time

As with everything, updating LinkedIn takes time and any post that you share will be potentially available to world. So, while it may be easy to update your status, the same rules apply as to any channel.

My recommendation would be to set aside five or ten minutes a day and to review the content on your feed before liking, sharing and then updating your own status.

It doesn’t have to take hours and shouldn’t become a chore. If you set out with the mindset that it is part of your business processes, and a way to access information you may otherwise never have come across, then you lead with the benefits.

Looking to the future

I’m not sure what the future holds for LinkedIn. It is certainly a recruiters’ dream, and I can see why. Some of the updates I have had access to from the company, such as insights, have been developed with this audience in mind but there will be others in the pipeline.

Given I started this by saying I’m loving LinkedIn, I urge people to use the space to listen, learn and share. Given the updates that have been made to the functionality over the last year, I would expect further exciting features and updates are yet to come.

Only time will tell, but I believe LinkedIn has a great opportunity to take ownership and become the social channel for business. Whether a competitor comes along is to be debated, but it will take something special to catch my eye.

USING CLIENT EVENTS TO SOURCE EXCITING CONTENT

Posted on October 22, 2019 by Lindsey Davies

As a PR agency there are many ways that we work with clients to source exciting content. No longer do we have to rely on the humble press release, we can create content to be shared online.

We have worked with iSource Group and the Yorkshire Mafia (YM) for more than a decade. Like many of our clients, we have built up a strong relationship over the years and are considered an extension of the team.

In addition to managing a schedule of more traditional PR activity, we offer advice and guidance about exciting content that can be shared across mediums throughout the year. This could be anything from comment pieces and thought-leadership articles to specific feedback from the 23,000 pre-approved members in the Group.

Leeds Business Lunch

It is Leeds Business Lunch (#LBL2019) tomorrow and we are lucky enough to have received our invites. As well as enjoying welcome drinks and a delicious lunch, we will be making it our mission to engage with others so that we can further populate the calendar of activity that we have.

There are so many interesting businesses within the YM community, and it makes our job so much more fulfilling to share their news and views across a range of subjects.

Attracting members from the SME market, we are expecting to meet with some familiar faces but also to extend our network. After all, with a room full of senior executives that have companies across the Leeds City Region, it makes sense.

Collating contacts and sourcing exciting content

As an agency we could sit back, relax and enjoy the proceedings, however that just isn’t our style. We are always looking for ways in which we can add some personality and variation to our clients’ PR schedule.

As ever, the YM has secured an impressive line-up of speakers and we will be looking forward to hearing from Sinead Rocks, Managing Director of Nations and Regions at Channel 4; Eve Roodhouse, Chief Officer, Economic Development at Leeds City Council; and Richard Flint, Former CEO of Sky Betting and Gaming.

There are also several sponsors including Lockyers, who have been an advocate of the YM since its launch, Media Works and Quantuma. Sharing their reasons for getting involved with the Group means that we can showcase the benefits that they receive by association.

A further opportunity to source exciting content with added personality.

Last minute preparations

As is to be expected when you host one of the largest lunchtime events in the annual calendar, last-minute preparations are underway. What’s more, we have it on good authority that pictures of Dior samples that were shared on LinkedIn and Twitter were just some of the items we can expect to find in the goody bags!

As a sell-out event the team have a lot to celebrate but it’s important to remember that these things don’t just happen. The team work hard behind the scenes to make each event bigger and better than the one before.

We can’t wait to take our seats and to meet with the great and good from the business community. As the preferred PR partner for iSource and the YM we will have our pen and paper at the ready to take notes and will be sharing blogs in the following days.

If you are attending tomorrow, then please do come across and say hello. For those that are missing out, there is always next year. I hear the plans are already underway to push the boundaries and to use the event as a platform to showcase the North as the powerhouse it deserves to be.

Watch this space.

HORTOR CHOOSES OPEN COMMS AS PREFERRED PR PARTNER

Posted on October 17, 2019 by Lindsey Davies

Hortor, the global strategic resourcing consultancy with UK offices in Leeds and London, has chosen Open Communications, the straight-talking PR agency, to manage the brands content strategy across traditional and social media channels.

Having worked on an initial project to update the company website and provide recommendations regarding social media and content marketing, Hortor has agreed a year-round programme of activity that will be delivered by the agency.

Reporting consistent growth since its launch in 2014 and with ambitious targets for the next twelve months and beyond, Open Comms will focus on raising the profile of Hortor, its specialist divisions and the world-class clients that it works with.

Joint CEO of Hortor, Andy Roe, comments: “In the first instance Open Communications were recommended to us by a business associate that has worked with the agency for years. We needed support with the copy writing on our website and a few other projects and so felt it was the right time to engage a team that could give us some specialist support.

“Open quickly became an extension of our team and we are very much looking forward to working with them as we roll-out our year-round programme of activity.”

Director at Open Communications, Lindsey Davies, comments: “Hortor are a great fit for us. As well as being ambitious, the business has a great culture and is not afraid of doing things differently. We are looking forward to taking insight from the team and using this to create compelling content that we can share.

“As experts within their industry, we want to make sure that we reiterate the knowledge from the team and position them as the growing and global organisation that they are.”

Hortor has made a number of appointments in recent months with colleagues joining both the Leeds and London offices. Further plans to expand internationally to support its global network are also underway, with no fewer than four launches scheduled in the next year.

Open Communications is celebrating ten years in business throughout 2019 with plans to move to a new office in Wakefield city centre. The agency is preferred PR partner for a range of brands including Opus Trust Communications, Ring, The Coalfields Regeneration Trust, Martin Walsh Architecture and Bellingham IT.

For further details about Hortor and its approach to strategic global resourcing please visit www.hortor.co.uk and for information about the services we provide for clients please visit, https://www.opencomms.co.uk/what-we-do.

Ends

SECURING NATIONAL HEADLINES

Posted on October 16, 2019 by Lindsey Davies

The success of a PR campaign and securing national headlines is directly associated to the strength of client relationships.

It’s not that you can’t do the job if you don’t get on with your client, it’s just that it makes life difficult. With a specialism like PR, you are working with a planned schedule of activity, as well as the daily news agenda.

This is when relationships really do come into their own.

Why relationships matter

Take the Coalfields Regeneration Trust as an example. We had planned to launch the State of the Coalfields 2019 report and had a schedule of activity to support this announcement. It was one of the biggest stories of the year and an import piece of work.

We had been working on the timings for months. We had the plan and the spokespeople available, we now had to liaise with all regional and national media. The story was embargoed for Wednesday 16 October, when the report would be officially launched in Westminster.

Sending this story out was no small task. Hours of work is required when you are focusing on a project like this and there is no guarantee of coverage. It’s the start of the process that you hope will lead to results.

Making things happen

On the day of the ‘sell in’ journalists asked for the story to be sent through, yet there was still no firm commitment to coverage. Frustrating but not unusual. The next day things changed. The phones didn’t stop ringing from the moment we sat down.

Broadcast wanted to arrange interviews and it was up to us to make it happen.

The client was ready to take calls throughout the day and these were planned, scheduled and arranged. It was then that we were asked for a spokesperson to be in London on Wednesday morning. The idea was that we would secure national headlines with two TV channels if the client was available.

Excellent news. All we needed to do was get the client to rearrange all of their plans to travel to London overnight to arrive first thing for an interview at 6.35am and then 10am at the studios.

This is where relationships are critical.

Working together

The client could have said no. They could have said they wanted to spend the evening with their family. They could have said it was too much money to travel to London at such short notice. It may have been that they simply couldn’t be bothered with the logistics.

The response from our client, who we have worked with for more than six years, was that this was important. It was an opportunity. It was too good to miss.

Not only did the client get on the train late at night to travel to the capital, they also did so with a smile. They were excited by the coverage we could secure as a result of this piece. At no point did they complain, suggest it was too much trouble or ask why this couldn’t be done in a different way.

Then came further calls asking for interviews down the line (on the phone) at 6.25am and 6.30am. It was back to the team at the office to ask if anyone would be willing to take the calls despite the early hour.

Again, it meant rearranging meetings and schedules, but they pulled out all of the stops to make it happen.

Celebrating success

From the minute we put the news on this morning the reports started to come in. The client’s story featured on both local TV channels (Look North and Calendar), was the lead feature on BBC Radio Sheffield and was aired on BBC Radio Five Live throughout the day.

We continued to secure national headlines as the story featured on Victoria Derbyshire and Jeremy Vine, which then led it to be syndicated across radio stations throughout the country. Again, back to the client to ask them to detour to broadcast house.

We are continuing to work on this story (literally as I type) with three clients from the office making their respective way to different interviews in varying media houses in London.

I cannot be more thankful of the relationship that we have developed over the years. Without it, we simply wouldn’t be in the position we are now; celebrating success, sharing coverage and looking forward to the next story we have to share.

For interest, here is just one link to the story we shared: https://www.itv.com/news/tyne-tees/2019-10-16/former-coalfields-scarred-by-the-legacy-of-the-past/

TEN REASONS TO INVEST IN PR FOR YOUR BUSINESS

Posted on October 13, 2019 by Lindsey Davies

Businesses don’t have the budgets, resource or understanding to warrant an investment in PR. It’s too complicated and difficult to measure. Anyone can cobble together a press release or upload a blog. There are bigger priorities and better ways to spend money.

Really?

Here are ten simple reasons why you really should consider PR and what impact it could have on your organisation.

1. Reputation

Despite many changes to the industry over the years, PR remains the specialism that is used to manage the reputation of a business. Some people feel that this sounds too flaky. Consider driving a car without insurance or riding a motorbike without a helmet. The risks are too high. As your reputation is arguably your biggest asset, it should be a priority.

2. Profile

Just because you know about your business it doesn’t mean others do too. Furthermore, if you are considering infiltrating new markets then you will be starting from scratch. You may have the products, service and reputation however you are still new to this audience. Using PR to build your profile in the right places can be very effective.

3. Employer brand

We hear a lot about skills gaps and a lack of talent. If you want to attract the best people to your business, then you need to share details about what it is like to work for you. Using PR to update a company blog and social media tools, such as LinkedIn and twitter, is a good place to start. Adding personality to your content will allow you to attract the people that are a better fit for your business.

4. Website visitors

Over the years the remit of what constitutes PR has broadened. Content marketing has become a big business. If you want to get the most from your website you should be writing regular articles, blog posts and news items. Content should also include relevant inbound and outbound links to attract prospects. Paying thousands for a website doesn’t mean it will work for you.

5. New business

PR will help you to attract new business. No, the phone won’t start ringing off the hook as soon as you implement some of the tactics, but you will notice a change. People will become more receptive and they will talk about you more. There is no greater marketing platform than word of mouth, so make sure you are doing what you can to encourage the right message is shared. This is one of the reasons why story telling is so important.

6. Crisis

No one wants a crisis to happen, but the simple fact is, they do. If you are unprepared then expect the worst. Trying to fumble through a media storm while the phones are ringing relentlessly, and journalists are on deadline chasing for statements, is nothing short of a nightmare. Don’t leave this to chance, it could lead to lasting and irreparable damage. Having the processes and procedures in place will make all the difference.

7. Competition

So, despite points one to six you still think PR is a waste of time and money. That’s absolutely fine. Leave it to your competitors to share their story, raise their profile, manage their communications and reap the rewards and benefits as a result.

8. Cost effective

PR isn’t cheap but when compared to other specialisms within the marketing mix it is cost effective. Given the importance of the tactics that fall under a PR remit, it is a constant frustration that it is the forgotten relative, but that’s the way it is. Some of the largest brands in the world have relied heavily on PR and it has delivered for them time and time again. Think Virgin and Innocent Drinks. They used PR to establish and build brands that made them millions.

9. Flexibility

With PR you don’t have to sign up to everything in one go. It’s not a single product off a shelf. You could start with a basic press office and then evolve the plans as you go. In fact, this is the best approach. Not only does this mean you can carefully measure the return on your investment, you can also better understand exactly what is happening and why.

10. Return on investment

There is no point in denying it, measuring the absolute impact of PR can be a challenge because the reasons for purchase will differ for every consumer. What we can be certain of is that having a PR programme in place will allow you to manage your message, engage in the right places, target the correct audiences and take some control of the conversation. Millions of businesses across the world haven’t got it wrong, they invest because they see the value.

Back to where we started

And so, we are back to where we started. The first step is to think very carefully about your business and what you want to achieve now and in years to come. PR may not be a priority but consider what it could do for your organisation.

Nothing will change if you continue the way you are going, and perhaps that should be one of the biggest concerns that you have.

For more information about how we work with our clients at Open Communications please visit the What We Do pages here.

YORKSHIRE PASSION PACKAGED DIFFERENTLY

Posted on October 4, 2019 by Nick Hill

I’ve always felt passionate about being from Yorkshire. The distinct accent, rich history, beautiful scenery and, of course, a plentiful choice of pubs are just a few of the many reason why our region really does deserve the moniker ‘God’s Own County’.

As the biggest county in the UK, Yorkshire is home to numerous towns, villages and several major cities, which are all supported by a diverse and growing economy. The region is without question a hotbed for all different kinds of activity.

But one major aspect of Yorkshire that can be overlooked is its vast cultural offering, and the beating heart of this is arguably situated in the district of Wakefield.

Although culture may not be synonymous with this area, this past summer I attended a unique event which is aiming to promote the many different venues, businesses and experiences across Wakefield and the five towns through the impact of providing a positive customer service.

Hosted by the Wakefield Cultural Consortium, the collective of cultural venues and organisations from across the district, the Yorkshire Passion programme comprised two short plays and a film written by globally acclaimed playwright, John Godber.

The first part of the play saw three actors perform a variety of roles in a production that centred around the awful customer service someone experienced during their first visit to Wakefield. After having negative experiences with the district’s taxi drivers, hotel staff, museum tour guides and café owners, the first-time visitor pledged never to visit the area again.

In what was an extremely entertaining and well-acted performance, John Godber and the actors cleverly demonstrated how the people who live and work in the district play a major role in the promotion of the area.

The district currently attracts 8 million visitors that contribute £448 million to the local economy each year, supporting no fewer than 8,000 jobs. These figures are supported through the cultural destinations of Wakefield, which include the The Hepworth Wakefield, Yorkshire Sculpture Park, the National Coal Mining Museum for England, Theatre Royal Wakefield, Xscape Yorkshire and The Art House, to name a few.

The success of these organisations depends on the number of visitors they attract. The programme suggested that if a consistently high level of customer service is provided, this will not only encourage visitors to come back, but also attract new people to the district.

With that being said, the second part of the play saw the three actors play the exact same roles, but this time the first-time visitor experienced extremely positive customer service. The play clearly showed how this visitor was satisfied with his trip to Wakefield and will look to return in the not too distant future.

The message was clear, the people who live and work in Wakefield need to act as ambassadors for their district and show off all that it has to offer.

For someone who has lived in this district all his life, I had no idea that there was such a rich and diverse mix of cultural destinations on offer.

PHYSICAL AND MENTAL HEALTH: HOW I BALANCE BOTH IN THE WORKPLACE

Posted on September 23, 2019 by Nick Hill

With the final quarter of the year fast approaching I thought it would be an appropriate time for me to conduct a self-assessment over what has been a very busy 2019, not only professionally but also on a personal level too.

As I write this, I’ve almost surpassed the five-month mark since making the switch from journalism into PR, and it is safe to say I have learned an enormous amount in a relatively short but very enjoyable and rewarding time.

There is undoubtedly always going to be an element of the unknown when you begin a new career, but any fears or trepidations were quickly defused after I realised that Open Communications is a very ambitious and aspiring place to work. This was encapsulated after only a few months when we completed a move to a much larger office in Wakefield city centre.

As well as the many opportunities I am being given to maintain and develop my skills, the relocation to the new office also presented me with the chance to maximise something that is very important to me; my health and wellbeing.

Although I have always been a relatively active person, year after year my gym membership becomes less worn, sitting unused in my wallet. The dedication to stick to routine whilst also managing a career, and more recently moving to a new house, has somehow managed to elude me. However, this all changed when we rehoused to our new workspace.

I am now a member of a gym that is literally a couple of minutes-walk away from our offices and at least three times a week I try to complete a full workout within my lunch hour. Despite only keeping to this schedule for a few short months, I didn’t expect to feel such a positive impact so early on!

Not only am I back on track with my own personal fitness goals, but I also feel mentally refreshed and reinvigorated when I return to my desk to begin a full afternoon of work.

I initially joined this city centre gym with the idea that I don’t have to worry about working out before or after work, when I’m often far too tired! But I had no idea my new routine would become such an important and integral part of my daily routine, for both personal and professional reasons.

If anyone can get out in their lunch hour or during a break time, I would highly recommend a trip to the gym. I know it doesn’t sound appealing to all, but my new outlook is just one example of how beneficial it really can be.

YOU SAY IT BEST WHEN YOU SAY NOTHING AT ALL

Posted on September 4, 2019 by Lindsey Davies

It might be a great lyric for a song but when it comes to effectively managing the reputation of a brand saying nothing at all really can do more damage than good.

Don’t let your brand become your best kept secret

There are few feelings that beat getting excited by the achievements of a business, and eleven years on that hasn’t changed for us.

It’s not just about sharing our success as we expand and welcome new members to the team or celebrate our recent relocation back to Wakefield city centre, it’s also the updates we get to write and distribute for our clients too.

Sharing stories, building the profile of a brand, creating copy and content that captures the culture and personality of a business all deliver positive results, but it’s essential that messaging is aligned with behaviour.

Saying one thing and doing another will lead to mistrust and fake news.

Using PR and marketing communications to share the right messages, at the right time and in the right place gives an audience the information they need to make an informed decision. It’s no longer good enough to rely on the products and services that you sell, it’s about the approach you take and reinforcing values.

The conversation is happening without you

When you don’t share any news or insights as a business it doesn’t mean that the conversation isn’t going on without you. The truth is that whether you are engaged or not, people will talk. Social media and online forums give global audiences a platform to share their thoughts every minute of every day – literally.

Monitoring these conversations to make sure the comments made about your brand and business are correct and factual is as important as watching your cashflow. Ignoring references that are made online does not mean they will go away, often it can lead to the opposite.

No one is saying that you have to review every social media channel all of the time but checking what is being said is good practice and will keep you abreast of customer comments and complaints.

Building an employer brand

Some companies believe that informing the market that you have the best talent will lead to them being contacted by competitors. Firstly, someone can only be poached if they want to be and secondly, try harder to keep them.

Create a culture that attracts candidates and makes them want to work for you and to stay longer-term. Reinforcing how good your workforce is and giving employees credit where it is due is no bad thing and creates a positive atmosphere.

As LinkedIn becomes increasingly popular, remember that your employees can and will use this platform to share their success and achievements. Being an employer that embraces this, liking or reposting these comments, will set an example for others.

In the same way that employees share their success and achievements online, it is important that you remember that others will see this too. Attracting talent is just as important as nurturing those that already work for you, so do both.

Keeping tight-lipped

I’ve never been one to conform to the belief that if you keep quiet then you can be confident that your closely guarded secrets will remain a mystery. Let’s be honest, in most industries people move within the sector and with that comes the harsh reality that some things simply won’t remain under wraps forever.

As such, it’s worth identifying those things that really are secret and should remain that way and others that don’t really require a trip to the legal team for an NDA!

Make the most from your story

We live in a society whereby we are constantly inundated with marketing messages and it’s often the case that the only differentiation between brands is the story that sits behind why a business was launched and how it got to where it is today.

Use your story to appeal to a wider audience and to attract the right customers. Some businesses get this wrong, but many get it right and their success, in part, is as a result of their carefully curated content and images that reflect their brand.

Put some time into deciding how you want to come across to others and invest in the resource you need to make it happen. Even if you aren’t sure, the benefit of PR is that you can test and measure, but give it time, Rome wasn’t built in a day and neither way a globally recognised brand.

SOCIAL MEDIA VS TRADITIONAL MEDIA: WHAT’S THE STORY?

Posted on November 27, 2018 by Katie Coxall

It’s used by everyone from busy-bodies to businesses, politicians to pet pooches and, as the Guardian recently reported, even GCHQ has gotten in on the act.

The question remains, what is it that makes social media so different to the traditional channels we were once used to, and how can effective management of online communications platforms and apps positively impact upon a company’s bottom line?

For many organisations social media is an essential medium through which to communicate messages, form the level of personality which sets a brand apart from its competitors and provides a way in which relationships are built, and subsequently maintained, with consumers.

Whilst there is, undoubtedly, some crossover between the benefits that social media and traditional channels offer, using a combination of the two approaches will ensure that a brand’s message reaches the widest audience in the most fitting manner.

Round 1: sharing news

In today’s busy world we are surrounded by marketing messages at every turn. Whether it’s a text on a mobile phone, a red light whilst driving or an advertising billboard, each method communicates a message, but in a distinctly different way.

In the same way that these mediums differ, so too does the sharing of news from traditional and social media.

Here are two theoretical examples:

Pet Pooch Apparel secures lucrative contract with leading retailer (alongside an image of the company’s directors outside the business’ headquarters)

It’s been a woofing good day here at Pet Pooch Apparel; with one wag of a fluffy tail we’ve made it rain ‘puppy style’ (insert picture of puppy in raincoat)

Example 1 is the type of headline that you’d see on a typical business news platform. Short, snappy and to the point. This message takes a professional tone, which is in-keeping with the readership of such a site. This type of media coverage raises the profile of a business and its achievements; building credibility by association as a result of appearing on a well-known business platform.

On the other hand, example 2 could feature on ‘Pet Pooch Apparel’s’ social media channels and, as such, takes a far more colloquial tone which communicates the personality of the brand. Featured alongside a link, which allows the reader to go directly to a page that features the product, this version of the same news is likely to attract a different reader and, therefore, should be posted in a way that will appeal to them.

Whilst the focus of a business story is primarily building the credibility of a business, the objective of social media channels is to build a relationship with the people who actually buy the products.

Whilst being on the radar of every large organisation within the region has its benefits, most companies will have competitors just around the corner and this makes the importance of creating a brand which appeals to buyers increasingly important.

The truth is that having a strong brand, personality and tone of voice is often the one thing that sets a business apart during a customer’s decision-making process.

In these examples it’s clear to see how each version of news has a distinct purpose. By shifting the focus of the story from a purely business mindset, to a form more likely to be considered engaging to the everyday social media user, the reach of the story can be broadened to appeal to a much wider audience.

Round 2: engaging with the customer

In what I’d envisage to be a fun and trendy business like ‘Pet Pooch Apparel’, magazines and consumer-focused publications are likely to be a part of any PR strategy.

Achieving coverage in this type of media would be the best way to raise the profile of the business amongst potential customers, whilst building the familiarity and trust necessary to achieve repeat sales and encourage loyalty.

However, though companies can submit a press release which is full of personality and is reflective of the brand’s values, this messaging is often significantly diluted when it finally finds its way into a publication.

As a result, relying entirely on media coverage from magazines to communicate with your customers and build your brand is a steady process which does not happen overnight. Instead, through a long-term strategy which targets the relevant magazines at the most appropriate times it will deliver results.

Yet, combine this approach with a stream of interesting, insightful blogs and quirky social media posts, and the whole process becomes much less sporadic and a lot more likely to yield quicker results.

Increasing the comments, likes and excitement surrounding your latest post, is a sure-fire way to gain fans and, with new followers, comes a wider audience with which to share your new products, services and offers.

On the other hand, we must consider that with a busy social media channel comes a certain amount of maintenance. With the ‘always on’ appeal of online apps, comes the potential for a large number of comments which shoppers increasingly expect will be replied to. This gives additional opportunity to stay ‘on brand’ by responding in a light-hearted manner but also takes a great deal of time and effort.

For example:

Question – Which accessories would you recommend for a Yorkshire terrier?

Possible response – Trendy or traditional, we’re sure that your terrier would appreciate this tweed flat cap! With his Yorkshire roots, we know he’ll feel right at home. Don’t forget to let us know what he thinks 😉

Round 3: the thrill of the chase

There’s no denying that coverage in the newspaper, a magazine or on a prestigious online platform feels infinitely more rewarding than simply posting on a company blog or social media channel.

Moreover, the uncertainty that accompanies the process of pitching a story to a publication and then waiting to see whether it appears, enhances the feeling of excitement when you do secure that much awaited coverage.

Once you’ve secured a story that even your mum would be proud of, you’ll most likely want to shout it from the rooftops! Well, once again, this is where social comes in and can be used as a platform to maximise your message and audience reach.

Round 4: consistency is key

It’s not always possible to rely on editorial coverage, for example your story may get bumped by a huge national crisis, and that is why a business should use its own channels to post the message to its audience and upload the news that they have to share.

Though it won’t happen overnight, regular posts and insights, consistent messaging and well managed, interesting content is the key to increasing brand awareness and, if your social media channels become a hit with customers, the chances are that your products will too.

In summary, working in PR and content marketing it is clear that both traditional media and social channels are complementary and can be used to create brand trust and loyalty for a business. If you’d like advice on how to maximise your own social media channels, would like assistance creating original content, or would like to speak to us regarding a PR strategy, please contact a member of our team on 01924 862477.