0 comments on “The Changing Landscape of PR & the Demand for Digital”

The Changing Landscape of PR & the Demand for Digital

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No More Stuffing Envelopes!

PR isn’t what it used to be. Traditional PR and its methods are still relevant, print is still in high demand, along with favorable reviews and recommendations proving to be incredibly influential. However, with increasing Social Media channels, The Independent moving to digital only, Vogue focusing on their digital magazine presence, and the rise of online influencers, the need for additional digital services is ever growing.

Utlising traditional PR methods has many benefits. Content published by reputable journalists is deemed timely, relevant, newsworthy and perceived as a trusted third party endorsement, therefore making it more credible, compared to Advertising. Explore our in-depth comparison here.

PR in the beginning:

Alison Scarrott, Senior PR/Media relations manager reflects on the changes….

alison “When I joined the world of publishing and marketing back in the 1980’s, reaching the media was fairly straight forward. You either advertised, or issued a press release. A press release would be printed out on headed paper and posted out to the magazine.  This process was extremely time consuming and expensive! Many hours were spent stuffing envelopes.

Advertising was also a popular means to get a message out to the market place. Advertisements were designed by hand by a creative artist, and colour separations with a proof on high quality photographic paper were produced. This was one of the few options available to companies to ensure a message reached a target audience. It also had a lengthy production process.”

Press material is now written and distributed electronically, at a click of a button, improving efficiency and enabling material to be supplied instantly to any journalist request. It has also become a 24-hour job, with a good PR agent able to respond at any time of day or night to a journalist request.

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New Team Members, New methods

PR in today’s market is no longer viewed as one entity. What is now being required by busy professionals encompasses aspects of PR, marketing, advertising, content creation and SEO. In a survey carried out by brookscomm last summer, clients rated a more measurable, strategic and results driven service, which aligns with their objectives, as a priority.

Joining the company last year Micheal Bull, Head of Digital comments,

michael-bull“PR and marketing professionals are seeing the benefits of providing an integrated service, and how digital tactics can be used to further amplify the reach and influence of existing content. Digital also provides much greater insight into which PR and marketing activities are achieving the best results.

When working on behalf of clients, it is an essential element of the service we provide, especially taking into account how much digital content is out there. Having a clear strategy combined with key performance indicators (KPI’s) built into a project timeline delivers the best results, which keeps everyone happy! It’s also really important to keep abreast of the latest digital PR and Marketing technologies and best practice. The landscape evolves quickly, especially when it comes to SEO and Keyword strategies, but, being a qualified member of the Chartered Institute of Marketing is particularly valuable”.

The reach achieved from a good piece of press coverage in a magazine can be greatly amplified through the implementation of a well thought out digital strategy. To achieve optimal exposure a multitude of avenue streams and tactics need to be implemented, from Facebook, Twitter, Youtube, Blogging…. The list goes on!

At brookscomm, we offer our clients an integrated PR and marketing service, such as writing press releases and media relations, combined with additional services such as social media management, paid search and SEO.

Find out how an integrated PR and digital marketing strategy can complement your brand, raise its profile and achieve your goals, providing return on investment. Call us on 01483 537890 or, alternatively, email michael@brookscomm.com 

Follow us @PRexpertsUK   Linkedin: brookscomm  Website: www.brookscomm.com

0 comments on “Advice On Creating Successful Events”

Advice On Creating Successful Events

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We have held hundreds of media events for clients in differing industries over the past three decades. Here are some top tips for creating a successful event.

Visualise your goal

What do you want to achieve? Knowing and understanding what media coverage you want to gain helps you define your target audience, timescales, budget, impacting choice of venue and style of event. Do you want to create a buzz and raise awareness of a new product or service, improve media relations, increase coverage in a niche sector, or increase sales in a specific timeframe?

Research

Before finalising details of an event, ask yourself “Does this event clash with another? Could there be travel disruptions? Is the venue easy to access? Are the acoustics good?” Put yourself in the shoes of the journalists you are inviting. Will the choice of date and venue be appealing to your target media?

Focus on your audience

Do you want to attract niche or mass market media? The demographics of your desired audience and the platforms to which you want your content shared will decide the key influencers, bloggers and journalists you need to target. Along with invitations, provide detailed timings and story outline to the potential attendees.

Preparation is key

Do as much preparation before the event as possible. Ensure collateral e.g. banners, press releases, goody bags, name tags etc. are organised in advance. To reduce the possibility of technical glitches, check the WiFi and that the venue has the necessary equipment.

On the day

To maximise brand coverage across the media, ensure attendees are aware of any relevant hashtags. It’s important to ensure the venue is well lit to allow for photo opportunities. Make sure you connect with all attendees. Key influencers unable to attend are important, so you might be able to follow up with individual meetings with them. Taking an interest, knowing and understanding each journalist and blogger’s style, areas they cover and how they prefer to be contacted are important. This level of personalisation means that you are more likely to achieve success. Good relationships with journalists and bloggers make it more likely that they will want to work with you in future.

After the event

Journalists and bloggers are busy. Following up afterwards is vital, allowing journalists to ask questions and giving you relevant feedback for future events.

To summarise:

Establish your goals, conduct your research, prepare, maximise exposure and follow up.

Organising successful events, developing strong media relations and providing a high return on investment can be a daunting task. brookscomm has extensive knowledge and experience of co-ordinating events globally. Regardless of budget, we can introduce or increase awareness and media profile of your product or service, successfully attracting positive coverage in target publications.

Email: chaz@brookscomm.com or call us on 01483 537890.

Follow us @PRexpertsUK   Linkedin: brookscomm  Website: www.brookscomm.com

0 comments on “Learn new ways of reaching your customers”

Learn new ways of reaching your customers

In today’s busy workplace people don’t like being “sold to” and resent being bombarded with emails and intrusive phone calls.

Successful businesses are using a new approach to reach new customers. An approach that combines the latest proven PR & Marketing tactics to reach, inform and educate your target audience about how your business solves their challenges.

Find out about the difference between old and new style lead generation tactics with our handy comparison infographic:

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0 comments on “Why You Should Enter Awards”

Why You Should Enter Awards

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You and your team have worked hard. Maybe you’ve pulled off a great launch event, gone above and beyond to provide exceptional results for your clients or produced an exciting new product. But who will know about your great efforts unless you tell the world! Also, recent surveys have demonstrated that more than 80% of senior business people and more than 70% of consumers admit to being influenced by awards when buying products and services.

Brand Awareness

Fantastic results deserve recognition and that’s exactly why you should consider entering your company into awards in your sector.

Will it benefit you? Yes. Regardless of winning, just being shortlisted is great exposure for you and your brand.It’s also a chance to receive feedback on which to improve.

Endorsement

An award endorses your company’s service or product offering within your business community and demonstrates you as a leader in that sector, keeping you ahead of your competitors, which no doubt will boost sales and enquirers.

Media Attention

The excitement of winning, or even being shortlisted for an award, rewards your team’s efforts, improving morale, incentivising hard work and offers a great opportunity to capitalise on that accolade by drawing the media’s attention to your company.

And let’s face it, who doesn’t love winning?

However, there is a lot of background work to securing your place for an award.

In depth research into the competition entry, i.e. Best UK Tech Innovation, your competitors, judges and planning are essential components to being successful. Quality is paramount and therefore it’s important to be selective and realistic in choosing which awards to enter.Writing the entry requires hard work and skill, you need to really do your homework to impress the judges who are experts in their area. We’ll be elaborating on our Top Tips for entering awards so watch this space…

We have a proven track record with entering awards – contact us and we will be happy to detail how we have achieved this. Find out how we can help you raise your profile.

Call us on 01483 537890 or, alternatively, email us hello@brookscomm.com and we can help you receive the recognition you deserve and successfully enter awards that will boost your business. 

Follow us @PRexpertsUK   Linkedin: brookscomm  Website: www.brookscomm.com

1 comment on “The Benefits of Outsourcing Social Media”

The Benefits of Outsourcing Social Media

1.pngSocial media isn’t just for teenagers! Whether you are a start-up company or an established brand, utilising a variety of channels to increase brand awareness and generate leads has many benefits. In fact, the possibilities are endless. Google aside, Facebook accounts for approx. 40% of website referral traffic.

Social media presents the opportunity to engage with your target audience, potential clients, easily become a thought leader in your sector and cross promote content. With 90% of businesses attributing increased brand exposure, and over half reporting improved sales just from social media, you should seriously consider optimising to reap the rewards.

Arguably, the most attractive aspect of social media is that it’s free! However, the consistency and regularity of posts is vital and an active social media presence is great for your business.

So, here’s why you should outsource your social media…

Messaging:

Although social media is a great tool for promotion, being perceived as too overtly salesy can do more damage than good. Therefore, it is imperative first and foremost to establish a genuine connection, listening and conversing with a human, empathic voice. Anyone can buy 1000 followers, but just as in real life, relationships aren’t built overnight and a loyal customer base evolves over time.

Quality, Consistency & increased ROI:

The best results are achieved by curating clever content which resonates with and benefits your target audience, in addition to joining in and responding to key trends and customer queries. A combination of commentary by a brand, mixed with agency input ensures the best of both worlds. An agency can organise and schedule PR and marketing activities to seamlessly align with social media efforts, generating an integrated campaign to achieve greater return on investment. Since content creation alone can take as much as 18.5% of the day, it’s worth outsourcing these activities, allowing more time to be spent on other areas of a business.

Paid Advertising:

Creating a social media account might appear to be free, but. in doing so the platform uses your profile and demographic information as currency. These social media platforms offer sophisticated segmentation tools enabling users to advertise, for a fee, to whoever fits the profile of their target customer. Additionally, the reporting features offer a wealth of metrics such as engagement, click-through rates etc. which provide valuable insight. Knowing how to set up advertising campaigns, how much to spend, which adverts work best and how to convert clicks into sales requires in-depth experience. When utilised correctly such strategies can be highly cost-effective in meeting sales and marketing strategies.

Efficiency:

It’s a fast-paced world, especially in social media, so it’s paramount to have a team who really know their stuff, from the latest Twitter updates to knowing which social media platform is right for your target audience. There’s no need to stress about self-teaching yourself the basics. Instead, leave it in the safe hands of an agency who can easily and effectiveness understand your goals, implement a blend of organic and scheduled tweets to grow your following, engage your audience and report back with key performance indicators.

So, what are you waiting for? Find out how you can benefit from outsourcing your social media right now.

Call us on 01483 537890 or, alternatively, email us hello@brookscomm.com and we can help you engage with your target audience successfully using Social Media.

Follow us @PRexpertsUK   Linkedin: brookscomm  Website: www.brookscomm.com