Looking back, 2016 was a very eventful year for many different reasons. We witnessed PR moments from the likes of Jeremy Corbyn and Virgin Trains, Brangelina’s clever PR tactics, the exploding Samsung Galaxy saga, and of course, Brexit & Trump’s victory.
So, what will be in store for PR in 2017? Read on for our predictions…
1: Bloggers, vloggers & peer-to-peer reviews will become more influential
Forget multi-million-pound celebrity endorsements, consumers now favour and are more likely to be influenced by someone who is more relatable. Therefore, in 2017 there needs to be a focus on promoting reviews from bloggers, vloggers and your everyday consumer, as big ad campaigns and celebrity endorsements no longer resonate as much with consumers.
2: Tech PR growth will outstrip the rest of the industry
A report from last month’s PRCA PR & Comms Council meeting detailed a downturn in fees and activities in the corporate, financial, consumer and industrial PR sectors. But, that the healthcare and tech PR sectors are bucking this trend with some agencies reporting 30% growth in 2016 and forecasting up to 50% growth in 2017. This trend is evident by the record number of exhibitors and visitors to the CES show. In the healthcare sector, technological innovation is driving growth alongside US and UK Government initiatives to improve public sector cyber security.
3: PR professionals will need a broader range of skills
Good writing and communication skills are still fundamental attributes to anyone wishing to pursue a career in PR. However, the proliferation of social media demands that PR professionals need to adopt a range of content, publishing, design, and analytical skills and become familiar with a variety of digital tools. In addition, with clients expecting a more strategic service in 2017, it’s vital for PR professionals to have good business acumen.
4: PR will become more measurable & more integrated
The increasingly wide range of digital media platforms available to PR professionals will provide greater insight into the effectiveness of their activities. This is making PR just as measurable and accountable as sales and advertising activities.
By measuring each disciplines results, enlightened clients can see what works, what doesn’t and where a blend of integrated activities more often than not will lead to best results.
What do you think will be the trends to watch out for in 2017?
On a chilly November morning, a selection of top IT and Tech journalists braved the elements to join us at the UK launch event for the Blink Home Security & Monitoring system.
Held in the private dining room at the prestigious Ivy restaurant in London, brookscomm’s Media Director, Chaz Brooks welcomed the guests and introduced Blink’s executives. Supported with Blink branded promotional merchandise and press sample products, the scene was set for the Blink team to present an overview of how the company has rapidly grown to become a leading provider of Home Security & Monitoring Technology.
Effective and affordable piece of mind
They detailed why many homeowners are put off from buying security systems due to the perception that they are expensive, require specialist installation involving drilling and unsightly cables. Blink is helping consumers to overcome these challenges with a competitively priced, wireless system.
There was a live product demonstration, showing the journalists and guests how versatile and user-friendly the system is. The Blink executives went on to detail its key features:
HD video capture with built-in motion detector; when motion detector is triggered, the cameras will send an alert to your smart phone and record a short clip of the event to the cloud
Totally wire-free; powered by 2 AA Lithium batteries (included) and data is sent over Wi-Fi
Simple self-install in minutes; easy control with the included iOS & Android apps
Check back in on any Blink camera in real-time with “Live View” streaming mode
No monthly fees or service contract!
A Q&A session followed the presentation with a very pleasant lunch, as befitting the Ivy, rounding off the day’s activities.
Good press releases are worth their weight in gold and are solid components of your PR and Marketing armoury.
Professional press releases need to be concise, interesting, thought provoking, and, for best results, should adhere to certain industry guidelines. A press release is a public announcement that your company wishes to make to the media. By its very nature, it should have real news value and be of interest to people outside your organisation.
Our Co-Founder and Managing Director, Mandy Brooks, offers tips on how to write compelling professional press releases that hit the mark:
Make sure the headline is direct and to the point; just give a short description of what’s being announced. Read the headline and ask yourself – So What? If you are not convinced then try to word it differently for greater impact.
Keep the first paragraph to three or four simple sentences that answer the following questions: Who? Why? What? When? Where?
Avoid overselling the company up with meaningless phrases. Instead, try to present the whole story in one easily digestible paragraph.
The body of the release should exclude all extraneous material. In particular, any phrases that don’t mean anything shouldn’t be in there. If you’re going to describe what a product or a company does, do it without too much marketing jargon.
Always make sure that the company web site is listed, and that the names, numbers, and email addresses are given for anyone who will be handling enquiries from the press. Name two people, if possible. Add yours/the company’s twitter handle so press can use that for contact or find out more information – both the website link and the twitter link are also valuable for SEO purposes should it be distributed online, or if the press release is published online.
We offer press release & PR training on a range of subjects, from Social Media to speaking to the press.
Call us on 01483 537890 or, alternatively, email us email@example.com and we can help you engage with your target audience successfully using Twitter!
Clueless on SEO, unsure of whether you should #FF or scratching your head at the prospect of writing a meta description? Fear not, as we have compiled the ultimate jargon free Social Media and Digital Marketing glossary, ensuring you have a better understanding of these rather technical terms! With Social Media & Digital Marketing becoming more useful and influential, it’s worth keeping up-to-date on these concepts!
Breadcrumbs – A navigation trail for somebody who visits your website, giving direction of how to return to the homepage from any given page, e.g. Homepage>About Us>Careers.
Direct Message (DM’s) – A method of contacting privately other Twitter users, often only achieved if there’s a mutual follow, yet, depending on privacy settings this isn’t always the case.
Embedding – incorporating an external web link into your digital platform which displays content from a different location. i.e. a video from YouTube, slides from SlideShare video or photo which is hosted outside of your publishing platform.
Engagement rate – a metric which shows the number of interactions with your digital content, i.e. visiting a webpage, clicking on a link, expanding a photo, likes, retweets, commenting: interacting in general. The higher the metric, the better the content!
Geotag – Twitter & Instagram allow people to ‘tag’ or pinpoint a location e.g. London, which involves the directional coordinates to be attached to content like a picture.
GIF – aka Graphics Interchange Format, a series of pictures or animation/clips from movies used to illustrate an emotion or even in response to a live event.
HTML – ‘Hypertext mark-up language’, programming language used to build and edit a website.
Impressions – the number of times content is viewed without it necessarily being searched or even clicked on.
Live streaming & live tweeting – delivering content over the internet in real-time, i.e. Periscope (Twitter) & Facebook Live. Tweeting, in real-time, live updates or events.
Meta description – description of your website or page which appears in the search results.
Ow.ly & bit.ly – tools that shorten the original URL of a webpage to considerably less characters. Highly beneficial to Twitter , where a maximum of 140 characters can be used in any post, which also includes analytics to determine click-through.
Promoted/sponsored content – content that is promoted and paid to appear by advertisers, in targeted publications or as the primary result from a search engine query. Often used to quickly raise the profile of a brand or product in association with a topic, keyword or service.
PPC – ‘Pay per click’, a fee is paid every time someone clicks on the advert.
Page rank – in a Google search ,it is where your page appears in relation to a relevant search query. Ranking is determined by Google’s algorithm which includes factors such as: relevance to search term, frequency of clicks, freshness of content, how long visitors spend on the page & HTML structure. Ideally, it’s best to ensure you appear on the first page of results, as 80% of searchers won’t click past the first page Page (reference?)
SEO – ‘Search engine optimisation’ is the practice of affecting the visibility of a website within search engines. Broadly speaking, methods to improve SEO can be categorised into two areas:
On-page SEO – Relevant, fresh, concise content which visitors spend time reading, and hopefully sharing, tells search engines that your page is valuable and your website is current. Seamlessly weaving keywords into well written content that loads quickly, is easy to navigate on any format, whether on a computer or mobile, helps with on-page SEO.
Search engines constantly crawl and index websites. Displaying quality content in a structured format that search engines recognise, improves ranking. So make sure page attributes such as meta descriptions, alt tags and sector titles are all present.
Off-page SEO – Simply put, this is the process of having links to your website from credible web sources. Search engines rank websites in terms of authority and relevance. This is where reviews, professional affiliations, PR, social media and customer endorsement online can be used to help boost your ranking. I.E. If you are a member of a trade organisation, have a link to and from their website.
Scheduling – using a social media platforms advanced functionality to schedule the publishing of content in advance, often used to target individuals in different time zones.
Trending topic – a list of the topics that are currently generating the most interest on social media. Clicking on the topic link reveals the most popular associated content.
We hope these explanations are helpful, if you are interested in other definitions do let us know!
At brookscomm we have over 20 years’ of PR expertise and a proven track record of success. We can aid you and your business, call us on 01483 537 890 or, alternatively, email us firstname.lastname@example.org
This one was a particularly special night, I am lucky enough to know one of the band members, and he kindly invited us to the gig. And that’s BEFORE he knew I would write a review!
AVERAGE WHITE BAND, RONNIE SCOTT’S, LONDON 14/07/16
Let’s go round again. The good times rolled at Ronnie’s as an expanded and rejuvenated average white band had the punters on their feet ….
The walk on music to which the Average White Band took the stage was “Let The Good Times Roll” by Ray Charles. And the good times certainly did roll.
The two original AWB members, Alan Gorrie and Onnie McIntyre have rejuvenated the band, recently enlarging the group from a five-piece to a seven-piece outfit. The sound is bigger and funkier, with additions Rob Aries on keyboards and Cliff Lyons on alto sax joining the uber cool Fred “Freddy V” Vigor on tenor sax and the accomplished Rocky Bryant on drums. The line-up is completed by the super talented Brent Carter on vocals.
The founding duo were in fine form, relaxed and in good humour with Gorrie excelling on vocals and bass. Kicking off with “I Just Can’t Give You Up” McIntryre, the much-imitated driving rhythm force behind the band’s distinctive style, hit the groove immediately, providing the heartbeat of the band. Gorrie said the group was going to get through “as much history as we can” and that’s precisely what the audience had come to see — a big slice of soul history.
Classic after classic ensued. Standout tracks included “A Love Of Your Own”, Cliff Lyons with an inspired alto sax solo, the Bobby Womack-inspired “When Will You Be Mine” and “Atlantic Avenue” both from the “Feel No Fret” album.
The very much not Average White Band is alive and kicking. The secret of the group’s longevity is McIntyre and Gorrie surrounding themselves with quality musicians, faithfully reproducing the classic AWB sound, but with room for individuality and improvisation.
Halfway through the gig and “Work To Do” brought half the audience to its feet. By the encore of “Let’s Go Round Again” and “Pick Up The Pieces” virtually all were up and grooving with arms in the air. As one Ronnie’s regular remarked on leaving “I’ve never see Ronnie’s rock like that before”.