And finally... is our way of ending the working week on a positive note. PR and communications top tips from the experts for you and your business:

And finally…

by | Jan 15, 2021

And finally… is our way of ending the working week/month on a positive note with PR and communications advice from the experts.

  • Define your brand personality – and don’t be afraid to use it. It’s not about features and benefits, it’s about who the brand is, what its values are, and how it communicates. Even the most professional and traditional brands can afford to be a bit cheeky or comical in the right medium. People engage or buy most often on a feeling, and how a brand makes them feel, with brands that harness this often being the most successful. Gabriella Fryer – Marketing & Communications Manager, H&W Chamber of Commerce.
  • Research, research, research! Knowing your target audience is crucial when you’re communicating with your base. Make sure you’re sending them content they’re interested in, at a time of day that suits them and on a channel they engage with – otherwise your hard work could go to waste! Rachel Kent – Head of Campaigns, Content and Causes at Ecotricity.
  • A mix of channels increases effectiveness when combined with others – the more opportunities to experience your message, the better. Sarah Hunt – Corporate Communications Officer (Recruitment) West Mercia Police.
  • My advice is simply you have to stick with the PR process and never give up. It takes a lot of knocking on doors of journalists to get PR and they’ll be a lot of disappointments on the way, but ultimately only by getting to know the media can you really boost your public profile and this takes time. I’ve found far too many expect great results too quickly. Have faith in the process and learn and you’ll get there. Michael Nolan – Legal PR Expert, Nolan PR.
  • Keep your comms messaging as though it’s the first time someone has come across your brand – keep it simple and make sure your brand message is shared instantly – people don’t want to search for what you do they want to be pulled in right away. Elisa Rainford – Brand Manager, TEVA Pharmaceuticals.
  • Invest in digital marketing – despite the obvious challenges currently facing all businesses, now really is the time to invest in your digital marketing where possible. More people than ever are working from home on laptops, making their purchases online and using social media to stay in touch with friends and family, so now is the perfect opportunity to invest in improving your PPC advertising, social media engagement and website performance. By investing in OLPRO’s digital marketing, we saw a 105% increase in sales and a 49% increase in website traffic during 2020. Jack Barnett – PR & Digital Marketing Manager at Olpro.
  • Focus on engagement above all else. Regardless of whether you’re putting together a press release, posting on social media or updating marketing copy, ask yourself: is this interesting? It can be hard to be strict with yourself, but the bottom line is that only content that engages your audiences should be shared. If you struggle to pique the interest of your audiences, start with why. For instance, if you’re launching a new product, your press release should focus on WHY the product is going to help people and what it offers them. Em Branson – PR, content and social media specialist.
  • Don’t forget about PR as part of your marketing plan. To boost your visibility – now more than ever – you need to diversify your efforts. Apply overlooked techniques like public relations and test different approaches to stand out. Ruby Edwards – Owner, You Do Better PR.
  • The channel is as important as the message – there is no point having a beautifully crafted campaign if your target audience aren’t going to see it through the channels, they use, trust and are important to them. Sarah Hunt – Corporate Communications Officer (Recruitment) West Mercia Police.
  • Be honest about your flaws – with so much choice in the marketplace, consumers rely more than ever on reviews. Use Google my business, Trust Pilot, or Reevoo to gather reviews and share them as much as you can. But, don’t be scared of the inevitable negative or disappointing review. This is realistic and consumers expect a balanced honest view of a product, experience or service. They are more likely to be wary of companies or products with only glowing reviews. Brands are like people, they make mistakes, learn from them and grow. Let consumers see this and make their own decision. Gabriella Fryer – Marketing & Communications Manager, H&W Chamber of Commerce.
  • Put money in your budget aside for PR – it needs to be penned and executed the same way all your business functions are – you can’t get in a trade magazine on a whim – PR is a strategy and can’t be rushed. Elisa Rainsford – Brand Manager, TEVA Pharmaceuticals.
  • Change your communications outfit – whatever activity we undertake as people, we have a different outfit or attire specifically for doing it. For example going out hiking, or going for a gourmet meal, you would wear different clothes for each. Who we are however, remains the same. Apply this idea to your communications stream. Often we see companies using the same language across all mediums and platforms and they just don’t suit. It’s like going scuba diving in your winter clothes. Stay true to your brand personality whilst making your language and comms style appropriate to the medium. Gabriella Fryer – Marketing & Communications Manager, H&W Chamber of Commerce.
  • Have the exact same username on all your accounts you can use check what social channels your username is available for.  Dan Creasey – European Enterprise Marketing Manager, Panasonic TOUGHBOOK.
  • Don’t be afraid to shout about your successes. As long as you don’t disclose business-critical information, the more buzz you can create around your brand, the better. Your competitors won’t be able to use the info to steal clients if you are certain of your offering’s quality. Clare Nicholls – Editor, Catering Insight.
  • Keep your ears to the ground with Journo Requests! When a journalist is looking for comments, data or information, they’ll shout out for businesses and experts to come forwards, creating the perfect opportunity for your brand to gain coverage. Not only can you secure coverage in national, local and sector publications, but you’ll be able to keep your finger on the pulse in terms of what journalists are looking for, and what’s trending. Twitter is a great place for monitoring these – just follow the #JournoRequest, but there are also some great newsletters to sign up to. Em Branson – PR, content and social media specialist.

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