The true potential of a strategic PR programme can be transformational, but only if the target audience is communicated with in a way that will resonate.
In this digital age, there are numerous ways that organisations can engage with customers, so knowing which approach will work best is critical. With so many options to choose from, it is equally as important to allocate an appropriate budget.
Setting the programme of activity
At Open Comms we collaborate with our clients to understand their business and industry, whilst also showcasing how our PR expertise can help them achieve their goals and ambitions. Whether we are supporting a client launch a new service or product, increasing their brand awareness or creating new marketing material, our role is to ensure that the relevant messaging reaches the right audience.
In order to create the right programme of activity for each brand, we need to identify the most relevant channels for each brand. We then allocate a certain amount of time to manage each. This then gives us an indication of the resource that will be needed to deliver results.
The recommendations we then make should be reflective of the client’s proposed budget.
A targeted approach
As there are many strands to a bespoke PR strategy, it is important to access industry insight to analyse and establish whether we are better targeting vertical or horizontal markets. This will then determine the most effective way to secure coverage in relevant media.
Although the securing of earned news coverage, whether it’s through print or online, still remains an extremely successful approach to get in front of the largest audience possible, every PR campaign should allocate time to owned content too.
This again will impact the budget and will require the client to understand that a balance of earned and owned media will deliver the best return on investment over time.
Working in this way will help an organisation to create personality which reinforces the distinction between themselves and competitors. If managed correctly, with the right thought given to key messages, it will also attract and engage with the intended audiences.
Putting theory into practice
We have recently completed work for one of our clients that specialises in managing critical communications for some of the largest utility providers in the UK.
As they operate in an increasingly competitive sector, we were briefed with promoting a particular service which would ultimately help them to reinforce their market leading position.
We initially created a strategic plan to showcase how our support would help increase the awareness of the company as a whole and also the service it was wanting to promote. As with all successful PR campaigns, we targeted the media first through industry-led comment pieces, which positioned the client as an expert in this field. Furthermore, this also showcased their ability to roll out this service in practice.
Not only that, but we also uploaded the content to the client’s website and also across social channels to extend audience reach.
Following on from our initial market research, we realised that there was a strong opportunity to connect with existing customers and potential new business leads by drafting an original piece of marketing material.
Given the objectives, the most effective way to do this was through video marketing.
In order to make this happen, we demonstrated to the client the long-term benefits of this approach, as well as the costs. Afterall, the ROI is essential to any piece of business activity.
Delivering results on a budget
Needless to say, we got the greenlight.
Calling upon our expertise, the Open Comms team transformed the client’s service offering into a visually dynamic and engaging video.
This was then shared across all of the client’s social media channels, implemented into their marketing packages, sent to new prospects and shown to existing customers.
Within a few weeks after posting, the video had been viewed more than 800 times on LinkedIn alone, with followers increasing shortly thereafter.
Not only did this approach help enhance our client’s audience reach, but it also improved their perception within the marketplace. Because we were able to demonstrate the impact of budgeting for bespoke digital assets, our client has now shown a commitment to adapt and evolve as their industry does.
This will achieve two objectives; to reinforce a sense of satisfaction and trust among current customers and acquire new leads.
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.