0 comments on “Think BIG with your communications strategy”

Think BIG with your communications strategy

Since its inception, PR has involved managing and enhancing the reputation of an organisation to its target audience via influencers such as key stakeholders, partners, analysts and the media. The overall objective is to raise the organisation’s profile to support the sales and marketing cycle. Though the core principles haven’t changed, the methods of communicating with audiences and stakeholders have dramatically.

When the main way of communicating with the media a few decades ago may have been franking a press release, we’re now in an always-on environment where accessibility to audiences and influencers has transformed the day-to-day role of a PR professional. Despite these considerable developments, many organisations still devise traditional PR campaigns that don’t make the most of integrated communications, new technology and measurement techniques.

Here’s some recommendations from us at brookscomm to ensure that whatever industry you’re in, you’re thinking big with your communications strategy.

1. Be reactive

By developing articles or commentary in response to changes occurring within your market, or in response to national breaking news stories, you don’t have to be reliant on having your own news to secure press coverage. Sometimes these can take the form of thought provoking and quite controversial commentary, which will create a “buzz” within your area of specialism.

Talking about national issues at a regional, trade and national level will help to establish your reputation as an expert in your field. It also provides a level of reassurance to your existing client base, and future clients, as they will see you as an organisation with an opinion that is respected by the press.

2. Spread the word

Social media has a big part to play in an integrated communications strategy. Once your articles have been published, either in the media or on your website, further reach can be achieved via social media platforms. People may not be reading the publication or browsing your website on the day that your content was published, but we can safely assume now that people are regularly checking their own social media and absorbing new content in this format.

What’s more, sites such as Twitter and Facebook have brilliant SEO qualities. This means that if a prospect is googling you, there’s more chance that your name will appear higher in their results as social media sites are pointing to your name or website.

Our Senior PR Account Manager Alison has also been sharing advice with legal firms around making more of your press coverage. Check out our latest article in the Hampshire Law Society magazine, Hampshire Legal.

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3. Go bigger

It’s easy when you’ve been serving a specific set of customers to stick with the same communications approach and focus on them as your target audience. While it’s wise to prioritise this audience, messages you’re promoting to those customers could be replicated to another potential market without much extra work.

Whether that’s a different industry or a region, thinking outside of your existing strategy could reap huge dividends. High quality and informative written material is worth its weight in gold, so if you’ve written it, make the most of it!

4. Track your progress

Whenever you’re completing any communications activity, it’s crucial that you measure the success of your efforts. Not only can you learn the most impactful ways to reach your prospects, you can also discover what content resonates the best and what approach is most beneficial for your sales and marketing strategy.

By utilising online tools such as Google Analytics, you can track what content is bringing the most traffic to your website, and what pages on your website are of most interest to your prospects. Analytics are now also embedded in social media platforms so you can track how many people are viewing or engaging with your tweets, and how your LinkedIn likes have increased overtime.

Whatever your communications strategy, make sure you’re maximising every opportunity to raise your profile by developing creative and relevant content, considering new audiences, showcasing your hard work and measuring your success.

Want to find out more? Get in touch! 
If you have any questions about your communications strategy or how we can help you secure media coverage, please check out our strategic communications offering or get in touch. We’ve helped several organisations raise their profile with their target media resulting in increased sales. Call us on 01483 537 890 or email hello@brookscomm.com

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0 comments on “The Benefits of a Placement with a PR & Digital Marketing Agency”

The Benefits of a Placement with a PR & Digital Marketing Agency

Looking for a career in PR & Digital Marketing? Our current Junior PR and Marketing Expert Aaron Jackson discusses how a placement with brookscomm has benefited him.

A foot on the career ladder

Often, when I tell people that I’m studying a degree in Media Studies with Film Studies, questions are raised about the employability that accompanies this type of qualification. The connotations with subjects associated with ‘the arts’ are that opportunities following graduation are few and far between thanks to the extremely competitive nature of the industry.

While it may be true that the bright lights of Hollywood are reserved for that select few, studying media equips you with a broad range of skills that can be applied to a number of professional disciplines.

I was introduced to brookscomm through the online recruitment portal that University of Surrey has in place to help students secure a placement in fulfilment of a ‘sandwich’ course (3 years study, 1-year work placement).

The role brookscomm offered was that of a Junior PR and Marketing Executive. A handful of the modules that I had studied covered areas of marketing directly, but PR was more or less uncharted territory from an academic perspective. However, having dabbled in music journalism for the last couple of years, I had been working with PR agencies to some degree.

What attracted me particularly to the role that brookscomm were advertising was the opportunity to dip my toe into not one, but two areas of knowledge that I had a prior interest in. The marketing element would allow me to break away from a lecture theatre and put theory into practice. The PR element would afford me invaluable insight into a world that I had to thank for affording me so many fantastic opportunities as a music journalist.

Moreover, I recognised the role as a rare chance to take another step on the career ladder. As I mentioned, I was already recognising how competitive the media industry is – particularly for students fresh out of university with very little experience.

Research “show(s) that almost two thirds (69%) of hiring employers believe experience is the most important asset when recruiting with 72% of employers also admitting that too much emphasis is placed on qualifications and not enough on experience”.

Now, with nearly a year of experience as an industry professional at brookscomm, I feel well equipped to finish my degree and have a go at that ‘real life’ thing that my parents kept going on about…

The importance of integrated approach

One of the most crucial lessons from this placement that I will take away with me is how important it is for companies to manage their communications with an integrated approach.

In an industry that moves as fast as this one, it’s not enough to focus attention on PR or marketing. The average consumer won’t be thinking about a brand in terms of PR, marketing or social media – they will recognise a brand and their message as one whole entity.

The different areas that contribute to a company’s communication strategy will naturally overlap and cross over into one another to produce the message received by the customer. In light of this, communication professionals should be observing a brand’s messaging strategy through the same lens as a consumer would.

In practice, this involves being flexible and adopting a skillset that spans across the likes of social media, PR, traditional marketing and digital marketing. It has been a massive learning curve to become familiar with all of these variables and, as is often the case, it has taken a bit of time to comfortably work with this mindset.

However, the induction process at brookscomm ensured that, from the start of my placement, I was given a wealth of knowledge and resources with which I could get to grips with this industry.

Within the space of a week, I was contributing to crucial work in the office and was already beginning to feel like an important member of the team. At the point of writing this, I can confidently say that brookscomm has helped me reach a professional standard that has allowed me to work in a way that is integral to the team’s day to day success.

Now is your time

At brookscomm, I have learned things that books could have never taught me. If you’re keen to learn what it takes to work in a professional environment and further progress yourself towards being a top candidate for your dream job in the media industry, then look no further than a work placement.

Our MD Mandy Brooks says: “The placements we offer bring young energy into the office, which is a great way to share experience, generate new ideas and keep the business fresh and exciting.  With the original founders, myself and Chaz, still an integral part of the company, we have established a wide and diverse, knowledgeable, productive results-based team. Each team member is hugely valued and in turn adds particular value to brookscomm.”

At brookscomm we have over 20 years of PR & marketing expertise and a proven track record of providing an integrated communications strategy. We can help you boost your business, email hello@brookscomm.com or call us on 01483 537 890. 

Twitter @PRexpertsUK  Linkedin: brookscomm  Facebook:brookscomm Website: www.brookscomm.com

0 comments on “Lush quits social media: smart or a stunt?”

Lush quits social media: smart or a stunt?

On Monday, the popular British cosmetics brand Lush announced on Twitter, Facebook and Instagram that they would be “switching up social”. The brand will be shutting down its LushUK accounts as well as Lush Kitchen, Lush Times, Lush Life, Soapbox and Gorilla. This dramatic shift comes from the brand being “tired of fighting with algorithms” and that it does “not want to pay to appear in your newsfeed.”

Lush concluded its announcement by stating “This isn’t the end, it’s just the start of something new. #LushCommunity – see you there.”

It remains to be seen what impact this will have on the brand’s digital presence. Could this announcement simply be a headline grabbing tactic, or does it speak into the future power of influencer and community marketing over corporate messaging?

Controversial marketing

Lush hasn’t been a stranger to causing a stir with publicity tactics that push boundaries and provoke conflicting reactions in the past.

The particularly divisive “Live Demonstration” from 2012, where a performance artiste was subjected to animal laboratory tests in the shop window of Lush’s Regent Street branch, was a provocative move. Most would agree that the overall message of the campaign was positive, however, this graphic approach to the issue certainly ruffled a few feathers and had a memorable impact. Much like this move away from social media, it certainly goes against the grain.

Maintaining online influence

The term “#LushCommunity” appears to hint towards a new way for Lush customers to engage with one another and the brand itself. Through which platform is unclear, but maybe that’s the point – that the community isn’t confined by a platform, or indeed by role.

Lush has collaborated a lot with online influencers in the past and in distancing itself from social media in one sense, it’s likely the brand will put more time, money and effort into working with lifestyle influencers and online ambassadors to keep the brand alive online.

The brand has already been successful in this arena, largely via reciprocated content. There are large numbers of videos on YouTube of popular beauty, fashion and even family vloggers testing Lush products. Some of the most successful videos are Lush factory tours which have come about as a result of Lush inviting influencers to come down to its factory for a tour. The success of these videos may be a sign of content yet to come for the brand.

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Redefining community

The future of Lush’s communications strategy is unclear, other than the fact that it appears the brand is moving its engagement with consumers into a ‘community’, which will likely include vloggers and influential online ambassadors.

What is clear, however, is that Lush is on the front foot when it comes to making bold decisions in its marketing and communications strategy. This decision has already given them a lot of exposure, but it’s hard to tell whether this short-term win will translate into a long-term gamechanger. The bottom line is that Lush’s attempt to reshape the structure of online communications is relatively uncharted territory and worth keeping a close eye on.

#LushCommunity – see you…where?

Aaron Jackson – PR & Marketing Executive

At brookscomm we have over 20 years of PR & marketing expertise and a proven track record of providing an integrated communications strategy. We can help you boost your business, email hello@brookscomm.com or call us on 01483 537 890. 

Twitter @PRexpertsUK  Linkedin: brookscomm  Facebook:brookscomm Website: www.brookscomm.com

0 comments on “How to maintain high standards in business”

How to maintain high standards in business

In light of our Managing Director Mandy’s new role as a client PR advisor to the Chartered Institute of PR (CIPR), Carys grabbed her for a quick chat on how to establish and maintain high standards for the benefit of your customers, and how this can be put into practice to make a real difference across all elements of business.

With over 20 years’ experience as an agency leader Mandy has built brookscomm from the ground up, gaining a wealth of knowledge on how having high standards within your company can lead to longlasting business success.

Where does your commitment to high standards come from?

A phrase that my parents always said to me growing up was: “If a job is worth doing, it’s worth doing well”. It’s encouraged me to have high standards and has stayed with me. Now I realise it’s shaped my approach to most things in life, including business.

The question isn’t just around why we choose to focus on getting the best quality in business, but also how. The ‘why’ is clear – we want to put our best foot forward and in a business environment, we know that this is the way to offer the best service to our customers. It’s the ‘how’ that takes a little more work.

What can be a barrier to businesses maintaining such high standards?

If you speak to any business leader, they will undoubtedly say that they want high standards. We all do. But often the focus is put more on practical details. It is far more a state of mind than it is in the logistics like how people work, or who is working and when.

There’s a lot of misconceptions out there – perhaps that enabling people to work remotely or part-time means they’re not working as hard or to a high standard, or that if you take a lean approach to your business your quick decisions may be ‘knee-jerk’, which compromise your output. But that’s not the case; in fact, in some scenarios it can even be the opposite of what you’d expect. Working smarter and staying agile means you’re quicker with your processes or working setup, not dropping on your quality.

What are some of the best ways to focus on quality within an organisation?

If high standards are lived and breathed, then the concept is always at the top of your mind. It’ll shape all your decisions, from recruitment and processes through to strategy and business development. 

By committing to excellence in your industry, you’re able to provide the best possible service for your clients or customers. Explore new qualifications, make it a priority to stay up to date with latest trends impacting your market, invest in training for your team and stay in touch with likeminded contacts in your industry. This way you can offer accurate and reliable consultancy to your clients and understand your position in the market that much better, helping you finetune your offering too.

What can industry leaders do to drive higher standards?

The CIPR (Chartered Institute of Public Relations) is on a mission to develop a level of excellence for our industry, bringing a new level of rigour for PR professionals through its qualifications, events, training and other CPD related activities. I’m playing a role in helping them develop this by operating as a Chartered PR Client Advisor, which means organisations can request support from the CIPR to appoint either an external agency or recruit a communications member of staff.

It’s great to see that through programmes like the CIPR’s Client Advisory service, organisations are committed to maintaining high standards and are bringing in expertise to help with that. By applying the same rules to communications as they do to any other element of the business, leaders can focus on getting value for money and stay focused on maintaining a high-quality standard for customers.

Learn more about how Mandy and the team can support your integrated communications activity here.

0 comments on “Why there needs to be more young professionals in the workplace”

Why there needs to be more young professionals in the workplace

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By Barney Packer, Digital Marketing and Public Relations Intern

 

When they were just 18, young entrepreneurs from New Zealand, Jamie Beaton and Sharndre Kushor set up their first business venture Crimson Education. Crimson Education set out to be a platform that could matchmake students around the world to their perfect university – a great tool, especially for those looking to study abroad.

Taking an idea and turning it into a successful business at such a young age shows that the upcoming generation have something truly exciting to offer. In fact, a 2016 report by BNP Paribas found that, on average, baby boomers launched their first business at age 35, whereas millennials are typically doing it at 27. The youth of today are hungry to achieve!

With Crimson Education now valued at $160m, it begs the question; what exactly is it that young professionals add to the workplace?

Providing new ideas and thoughts

Young professionals’ fresh perspectives are invaluable. Their suggestions should be heard and recognised, even if just for spring boarding. Consider the benefits of having this viewpoint in the office, especially if you’re a business that wants to attract a younger demographic. If you have your own audience in the office, then use them!

Our MD Mandy Brooks says: “The placements we offer bring young energy into the office, which is a great way to share experience, generate new ideas and keep the business fresh and exciting.  With the original founders, myself and Chaz, still an integral part of the company, we have established a wide and diverse, knowledgeable, productive results-based team. Each team member is hugely valued and in turn adds particular value to brookscomm.”

Social media gurus

Growing up in the age of social media means that young professionals can spot opportunities that others might miss. One of the biggest demographic groups for Instagram is males between 18 to 24 years old, meaning that a teenager developing their social media following at such a young age is experience that businesses can benefit from. Young professionals are quick learners with natural marketing skills and are agile enough to move fluidly in the modern world.

A 2017 study into the effects of social media on young professionals’ work productivity found that networking, sharing, and finding social information has a positive impact on professional enhancement, with respondents of the survey stating that social media was a catalyst of the development and growth of their professional careers.

You give them opportunity, they give you loyalty

One thing that many young professionals worry about is the future of their career, and rightly so. They want to move up the ladder, earn money and be proud of their work, so opportunities for them to prove their worth is something they are driven by. Let them demonstrate their skills, while supporting and guiding them, and they will recognise it.

Young professionals who contribute creative and forward-thinking ideas are a key part of the workplace. The skills they offer are essential to any modern company and should be recognised, utilised, and developed across all industries. Collaboration is the key to success.

Over the last two months working here at brookscomm, I have been given the opportunity to apply skills I’ve developed during my university studies and previous work experience. Being supported and comfortable in pitching creative ideas within a healthy work environment has made for a really positive experience, enhancing my productivity, company loyalty and work satisfaction. All of this has enabled me to grow as a professional and deliver improved results.

If you’re interested in an internship opportunity at brookscomm, please drop us an email.