Tag: public relations

Why Having a Crisis Plan Makes All the Difference

Posted on December 8, 2025 by

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

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

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

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

 

What is a crisis plan?

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

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

A good crisis plan usually covers:

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

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

 

Why does it matter?

Crises happen.

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

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

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

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

 

What goes into a good crisis plan?

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

Key elements include:

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

 

Why we help clients with crisis planning

Because we’ve seen the difference it makes.

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

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

 

Why not just do it yourself?

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

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

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

 

Our approach at Open Comms

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

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

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

Empowered Marketing Webinar: Resilience in the Boardroom With Sonya Braddock

Posted on December 8, 2025 by

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

Written by Laura Wood.

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

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

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

 

What is resilience, really?

Sonya kicked things off by exploring the fundamentals of resilience.

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

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

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

 

Spotting stress patterns

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

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

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

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

 

Tools to reset your brain

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

The process is simple:

  1. Inhale for four counts
  2. Hold for four counts
  3. Exhale for four counts
  4. Hold for four counts
  5. And repeat…

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

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

 

Reframing and the power of awareness

Reframing was another focus of the session.

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

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

 

Practical strategies: before, during and after

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

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

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

A truly powerful yet calming tool.

 

Key quotes that stuck

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

Here is a selection of the ones I noted:

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

 

Key takeaways

Here are main takeaways I took from the session:

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

 

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

What is Content Marketing and Why Does It Matter?

Posted on November 11, 2025 by

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

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

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

 

What is content marketing?

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

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

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

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

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

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

 

Why does this matter?

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

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

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

 

What does it include?

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

That means considering elements such as:

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

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

 

Why we offer it

The reason is simple: it works.

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

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

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

 

Why not just write it yourself?

After all, anyone can put pen to paper.

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

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

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

 

Our approach at Open Comms

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

That’s where we come in.

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

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

 

The bottom line

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

Done well, it can:

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

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

 

Let’s talk content

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

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

Get in touch with us today.

MORE THAN A PR AGENCY – AN EXTENSION TO YOUR TEAM

Posted on March 25, 2021 by

When executed properly, PR can be transformative for businesses and will deliver long-term value to brands. But with so many tactics making up a successful communications strategy, knowing where to start can be overwhelming.

To guarantee that your business experiences the full benefits from PR and achieves the return on investment that is expected, call in the professionals.

Here at Open Communications, we have a diverse client base. Every company we work with requires something different. We understand that no-one-size-fits-all, which is why our team of specialists create a bespoke approach that aligns to each organisation and their objectives.

We become trusted communication partners to our clients by fully immersing ourselves into their businesses. This is why we believe a collaborative and transparent approach is essential. From understanding the financial and operational goals to developing detailed insight into their industry and who they employ, we become an asset and an extension of their teams.

The benefits to finding an agency that you can trust to bring recommendations to the table and focus on continuous added value should not be underestimated.

Skills and strength of a PR team

First and foremost, when working with a PR agency your business gets the specialist and collective skillset of an entire team. Dedicated to creating a communications plan that fulfils a specific brief, PR professionals have the experience, knowledge and creativity to work together to bring to life your brand in coherent, consistent and engaging communications.

Whether this is through traditional or digital PR channels, social media platforms or owned content, each PR campaign is purposely structured to attract the attention of industry counterparts, the wider marketplace and the general public.

With numerous tactics to choose from, PR agencies can create a positive public perception for clients. After all, managing the reputation of a brand and business is what it is all about. PR teams can call upon a variety of skills and strengths to identify the most relevant approach, which will maximise outputs and ensure that the message resonates with customers and prospects.

Key connections

As well as delivering a full suite of PR services, a key attribute of working with a PR agency is tapping into who they know. We are constantly networking and creating new contacts. Whether that’s members of the media, industry and social media influencers or government insiders and key policy makers, our contacts are a resource for our clients.

As important as it is to create insightful and engaging content, it is even more important to ensure the right people actually see it. By nurturing and developing these critical relationships, especially those in the press, we can call upon specific contacts to help deliver a brand’s message or publish a news update to ensure it reaches the target audience.

This is especially useful when it comes to securing media coverage. PR agencies will not only identify and create relevant content around any newsworthy announcement, but we also complete the distribution phase to the relevant journalists. The more press that covers a story, the wider the audience is reached.

Having these relationships in place and the confidence from our contacts to know that what we are sharing is relevant and right just enhances that further.

Stronger results at a lower cost

There will always be a debate about whether to invest in PR in-house or outsource to an agency. Often, this decision comes down to cost. As a business owner, you want to get the most for your money.

In many cases, it can be more costly to have one person lead your PR strategy in-house than it is to acquire the experience and expertise of a team of communications specialists, often with decades worth of industry insight.

Contracting an agency can provide piece of mind and for our clients at least, they know that their PR needs are being handled without the need for constant input. This gives them more time to concentrate on what matters most to them: growing their business and the bottom line.

If you’d like to speak to our team about what we deliver and how we approach PR on behalf of our clients, then please visit: https://www.opencomms.co.uk.

THE BENEFITS TO PROVIDING A DETAILED BRIEF

Posted on August 28, 2020 by

Starting work on a new campaign is an exciting time where we have the opportunity to focus all of our attention on our creative ideas. Starting with the exciting stuff; the in-store activation, influencer marketing and attractive PR drop, we can create the wow factor for consumers and clients alike. While this is all well and good, experience has taught us that we need to take a step back and be certain that our ideas will match that of the client’s brief. It is far too easy to get caught up in the fun and miss the finer details.

This is exactly why there are huge benefits to providing a detailed brief if you want to get the most from your PR resource.

Deliver measurable results

Providing a detailed brief is worth the time and effort as is it allows an agency to show what they have delivered at the end of a campaign. Showing clients that we have delivered what they wanted also means we are able to demonstrate the return on investment they have achieved through commissioning our services. .

When we work with clients we make sure to set very specific objectives so that we can measure our success throughout a campaign. It doesn’t always go to plan, but with metrics in place and regular meetings we can change our tactics to meet with the needs of the brand.

Managing expectations is a big part of what we do and as an honest and ‘open’ agency, we make sure to be as transparent as possible. This builds relationships and confidence. Our clients know they can trust us to do a good job and to do it well.

Ensure everyone is on the same page

When working with clients the importance of a detailed brief is something that can be easily overlooked in the early stages of a campaign. The problems start when an agency is asked to provide feedback and it is inconsistent with the client’s expectations.

Having an in-depth discussion at the very start about what a brand hopes to achieve from PR will dispel any myths and set good foundations.

While an agency may want to deliver something risky or creative, we find its always best to look back at objectives and make sure that the tactics will deliver.

It’s not about dampening creativity but more about building trust and securing results through sticking to a brief!

Refined messaging

Only a detailed brief from a client will allow an agency to refine any messaging and potentially the chosen tone of voice.

Taking the time to understand brand values, beliefs and aspirations for a campaign helps a PR agency to evolve the approach and targets. Alongside this, discussing what has and hasn’t worked in the past can help establish the best way to proceed with a new campaign.

Although messaging can be changed part-way through a PR programme, it isn’t best practice and we would always advise that having clear guidance from the outset will work far better. After all, there is no point in wasting time, effort and money through bad planning.

Summary

Providing a detailed brief gives agencies and clients a focus. It allows everyone involved to achieve what was first discussed and to manage realistic expectations. One of the best feelings is to showcase results that meet with the objectives of a brand and business when a campaign comes to an end. This is just one of the things that makes PR such a rewarding career!

If you’d like to discuss ways that the team at Open Comms can with your next campaign, contact us on info@opencomms.co.uk or call 01924 862477.

THE POWER OF THE HUMBLE PRESS RELEASE

Posted on August 3, 2020 by

Press Release

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

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

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

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

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

SEO benefits from a Press Release

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

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

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

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

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

With coverage comes credibility

As Jean-Louis Gassée once said: 

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

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

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

Consistent Brand Visibility  

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

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

Reaching a larger audience

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

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

 

 

 

 

 

 

HOW WORKING IN PR HAS DELIVERED JOB SATISFACTION

Posted on July 31, 2020 by

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

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

The impact of PR

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

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

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

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

Becoming an expert

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

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

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

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

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

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

Achieving results

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

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

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

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

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

Storytelling

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

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

It is all about telling their story. 

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

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

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

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

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

THE VALUE OF LONG-TERM RELATIONSHIPS WITH PR AGENCIES

Posted on July 16, 2020 by

Long-term relationships

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

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

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

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

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

How cultivating long-term relationships can benefit your brand

  1. Higher Degree of Trust

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

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

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

  1. Deeper Familiarity

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

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

  1. Better Brand Advocates

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

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

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

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

USING PR TO LAUNCH A NEW PRODUCT

Posted on July 2, 2020 by

If your brand is ready to launch a new product, PR should be a part of your plans. Simple.

Product launches are often obvious opportunities for brands to secure good, quality coverage. So, it’s crucial to manage announcements correctly. You’ve worked hard and now you want to shout it from rooftops. Trust me, we get it.

Here at Open Comms, we have mastered the art of pushing new products onto customer radars through PR. It’s what we’ve been doing for over a decade.

  1. The importance of ‘Media Relations’ when using PR to launch a product

Media Relations is a critical function of PR. In particular when launching a new product to market.

As an experienced team of PR professionals, we collectively liaise with hundreds of journalists and key industry contacts on a daily basis. It simply comes with the job. Over time these interactions with the media become strong relationships. This is ultimately what our clients benefit most from. Here’s how:

  • Journalists are more receptive if they know you

Journalists are busy people, and it’s certainly reflected in their inboxes. The likelihood of them seeing a pitch, let alone replying to one, is slim to none. That is unless they know the sender and have worked with them in the past.

This is exactly why building and nurturing a mutually beneficial relationship with journalists is so important. Ultimately, the journalist should view a PR professional as a useful source of knowledge not a waste of time.

  • Tight deadlines can mean more exposure to last-minute opportunities

Journalists, reporters and the media in general work on extremely tight deadlines. This usually means that they will reach out to PR pro’s that they have a working relationship with.

Having an established rapport with key contacts in the media, be it print, online, broadcast or social media ensures that our clients’ new products and or services are always put forward for exclusive opportunities. These are not always available to others.

  • Bespoke approach when pitching to different media

When pitching to media it’s imperative that you understand what type of content appeals to them most.

When it comes to launches, consumer writers for example are predominantly interested in the product. Whereas journalists from national newspapers want more detail and possibly even a comment from the brand.

Knowing this information makes all the difference. However, this can only be achieved when you have extensive knowledge of the contact you are targeting.

  1. How influencer marketing can support PR with product launches

Influencer marketing is a powerful tool so much so that the industry is on track to be worth up to $15 billion by 2022.

With a community of devoted followers at their disposal, influencers are a great way to launch a new product. Recent research even suggests some consumers trust influencers more than friends. Here’s why:

  • Influencers are deemed trustworthy by their followers

People are more likely to believe in a product when someone who they trust endorses it.

  • Influencers create authentic content

Influencers often personalise the content which they share. This is so that it’s relevant to their unique style and resonates with their followers, which traditional advertising cannot do.

  • Influencers are usually considered experts in their field

Influencers usually have a status of expertise in a specific area. Meaning if a brand is promoted by them, it instantly gains a sense of credibility.

  1. How competitions and giveaways accompany PR when launching a new product

Competitions and giveaways are an effective way to reach a large number of people in a short amount of time. Particularly when using PR to launch a new product. They can either be placed with media titles and or influencers, print and or online.

In addition to gaining exposure among relevant audiences, competitions and giveaways can often incentivise people to follow or interact with a brand and its product. Essentially, when it comes to launching a new product, this is a great tool to drive awareness, spark up a conservation and create a buzz.

Using PR to launch a new product just makes sense. There is certainly no point in spending huge amounts of time and resources in developing a new product and then under-investing in its launch. That would make no commercial or common sense at all.

If your brand is ready to shout about a new product launch, we’re here to help. Why not give us a call on 01924 862477 or find out more about the services we offer here.

REDIRECTING BUDGETS TO PR FOR SUSTAINABLE RESULTS

Posted on June 30, 2020 by

For many of us, it is human nature to invest in those areas that reap immediate rewards. Depending upon a business’ objectives and the tactics being used, PR isn’t always one of those things. This can lead companies to allocate their budgets elsewhere. However, with a little time, patience and expertise, the benefits achieved through a sustained programme of activity, can elevate an organisation to levels which far outweigh financial spend.

That’s not to say that PR isn’t a specialism with the potential to provide results quickly. Campaigns are a great example of how tangible outcomes can be achieved within a relatively short period of time. However, to deliver sustainable results which benefit the long-term success of a business, PR should be considered an investment for the long-haul.

The true power of PR

Some consider it to be a ‘dark art’, but this is based on outdated perceptions. Actually, put quite simply, public relations does what it says on the tin. It helps a company relate to the public, forming an important interface between an organisation and its customers, employees and stakeholders.

It allows a business to share whatever it needs to say, in a way which is authentic to the organisation. These communications are managed, from start to finish, by specialists who know how to craft a message in a way which will appeal to each unique audience.

The best channels through which to share news are carefully considered, and timed, so that developments are received positively – both by the media, and by the intended audience. Ultimately, PR professionals increase awareness while managing the reputation of a business. This allows brands to reach new levels of love and a position where they can be considered ‘well-known’.

A team that can be relied upon

A good PR agency will become an extension of their client’s teams. A service that can be relied upon during times of uncertainty, and a sounding board for trusted advice and guidance.

Most businesses will endure a crisis at some point during their journey. Depending on the nature of the industry, some will weather a number. However, having a reliable PR team on board, who already know the company and its systems and processes, really can be the difference between a make or break scenario.

The truth is that when a crisis hits, it can often be the first time that a company has considered PR. If you do not have a team in place, it is most certainly a wise move. However, getting to know a brand-new agency, sharing the ins and outs of your business, its culture and the crisis itself can be a time-consuming process. All at a time when moving cautiously but quickly would be the best plan of action. Food for thought which comes that little bit too late for some.

A wise investment

If PR is something that you’ve been considering, chatting this through could be a great way to determine whether it is the right route for your business.

As an agency, we would never take on a client if we didn’t genuinely believe that we were right for you. Our passion and enjoyment comes from securing results, so we firmly believe in being honest and upfront about what we can offer.

For most organisations, PR is a wise investment. In fact, I’d go as far as saying it could, quite possibly, be the best investment your business will ever make.

If you’re interested to learn more, have a glance at our ‘what we do’ page. Read a little more about our team.  Or hear about a few of our clients, past and present, on the ‘work’ page. Or simply give us a call on 01924 862477 – we love to chat!