Ensuring a delivery focused approach to PR and marketing

image of brookscomm client meeting

We are delighted to announce that we have created a new role, appointing Carys Geer as Client Services Director.

The role of client services director is crucial to our business, as evidenced by our recent smooth switch to whole team remote working. Carys joined brookscomm in 2018 as Project Leader and has key industry experience plus a commitment to exceptional service provisions for our clients.

We caught up with Carys to find out more about the role, what it means to her and how it will benefit brookscomm’s clients.

What does this new role mean for brookscomm? 

Marketing and communications as a practice is continually evolving, changing how we consume and share news with partners, customers, prospects and our peers. As an integrated agency, brookscomm has continued to thrive over the last 25 years by staying agile, anticipating and adapting its services to what its clients need. The Client Services Director role is central to the team, exploring ideas to improve the agency’s future delivery and ensuring outputs are aligned to our clients’ strategic goals. This will enable us to develop our service in a dynamic and forward-thinking way. This is critical when rolling out changes in a business to ensure consistency for both the team and clients.

What does the position mean to you?

In my career to date, I’ve experienced a few different agency environments. Finding the balance between successful delivery to clients, advancing the agency from a commercial perspective and investing in a growing team is notoriously difficult. What’s exciting to me is that this role is an opportunity to oversee and maintain this careful balance at brookscomm, working across all facets of the business. The increased focus on business leadership and development is something that really interests me and provides a great progression for my career path. It’s really rewarding to help shape the agency, develop the PR and marketing experts of tomorrow and deliver services that not just meet client objectives, but also wow our clients.

What prompted the introduction of this new role?

The different elements of this role have always existed at brookscomm sitting within different remits in the agency over the years. The creation of this new role reflects our continued commitment to an integrated approach to delivery at brookscomm. We have various specialists across our service areas within the team and so this role oversees the combined expertise, bringing it all together to provide a seamless, valuable service for our clients. Our integrated service, combining various marketing and PR activities, is adding real value to clients’ businesses and we anticipate this area of the business growing considerably, very much supported by the introduction of this role.

Has COVID-19 impacted how this role was designed to look?

Like the rest of the world, we couldn’t have anticipated the significant changes brought on by the coronavirus crisis. And while we’re extremely fortunate that we can continue working and servicing our clients, how we do this looks different to how it did a few months ago. The same is the case for the client services role, however the fundamentals of the position remain the same. Having a client services lead has been critical in transitioning the team to work from home, ensuring that delivery to clients is impacted as little as possible, and ensuring we can run systems and processes virtually for the agency as normal.

What should prospective clients look for when choosing their communications service supplier?

A company should never underestimate the value of a great marketing and PR agency. We’ve found in recent years that companies get more from in an integrated approach to PR and marketing rather than the disciplines operating in isolation, which helps to streamline activities, get better results and measure outcomes more effectively.

The right agency will be so much more than a group of people delivering good results; they will be consultants with great business acumen, partners that have your best interests at heart and will treat your business as if it was their own. That’s always been our approach at brookscomm, which means our clients get so much more from us than what is agreed at the outset of the campaign or contract. It’s no wonder that so many of our client and media contacts have been with us for decades.

Follow brookscomm on Twitter (@PRexpertsUK) or LinkedIn to stay up to date and find out more about our integrated service offering here.

 

Why integrating business communications matters

Customers don’t think of brands in terms of digital marketing, advertising, PR or social media, so neither should you.  Successfully integrating these communication disciplines makes sure your brand messaging is consistently more effective.

Integrated comms is not easy though. It’s especially hard for smaller organisations where there’s less resource or expertise. At first glance it may seem that it requires four times the effort or budget to get results, but that’s not the case. Here’s how you can make your business comms strategy more effective:

Align goals

Find out from the senior management what the business objectives are for the year. Then plan how your marketing strategy can help achieve these goals. For instance, if the business wants to grow by 20%, understand if this is likely to happen by up selling, acquisition, market diversification or launching a new product etc. Visualise what business communication activities are most likely to support this desired goal in the year ahead.

Aligning the marketing strategy with business objectives may sound obvious, but its surprising how often the previous year’s marketing strategy gets repeated. Aligning goals brings clarity and focus to the marketing strategy.

Profile the customer 

Build a profile of your ideal customer. Speak with your customer service and sales staff to find out what your customers goals and challenges are and how your product/service solves them. If you’re unsure what challenges your customers face, then create a survey and ask them. Include in the profile demographic information so that you know what media and whose opinions your customers value. Use the customer challenges as topics or themes for your business communications plan for the year ahead.

Build an integrated content map

Customers transition through three phases before buying: awareness, consideration and decision-making. Using the customer challenges you have identified, envisage what content you can produce for each phase. For the awareness phase try to come up with ideas for content that are eye-catching, short and informative. For instance, an infographic, tips articles, a short advert or quote. The goal here is to reach your customer and impressive on them that your product/service is a possible solution to their problem.

For the consideration and decision-making phases you are looking to convert leads. This is where you can use elements of the marketing mix (price,product, promotion, placement) to communicate what is special and unique about your product/service. This type of content is typically longer to consume, more detailed and authoritative than the first phase, its vital that you provide evidence of the benefits that other customers have found from your brand.  Content formats include case studies, white papers, and survey findings, with special offers, discounts to help turn prospects into customers.

Overlay the 2018 calendar to spot seasonal opportunities and finalise your plan to product content that can be repurposed in terms of length and style for PR, digital, social, and advertising formats. If it can’t be used across the four disciplines, seriously consider the value of the exercise.

Use Automation to improve efficiency

The best integrated marketing strategies utilise automation tools to make sure they are regularly communicating with their stakeholders, not just when they publish fresh content.

Automation isn’t expensive or overly complex. Platforms like mailchimp offer basic automation for free. Consider setting up a series of emails which regularly talk to customers who have opted into your comms over a three-month period. Plot the emails and the content they deliver to mirror the buying life cycle. Older content could be quickly repurposed and added to email workstreams. Integrating email automation with opt-in leads captured from e-advertising on Facebook or from Gleam competitions can be a highly effective and constant stream of new business.

Automation doesn’t just apply to digital marketing. Set up Google trend and publication alerts to be kept informed on developments in your market. Understanding what and when journalists publish in your sector help you fine tune your PR outputs so that your business communications remain aligned and integrated.

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

The Man Who Ignored Technology & Saved The World

Traveling in London (1)
Image credit: rt.com

Technology systems are an integral part of modern business life, providing us with constant, useful data, however data needs proper analysis and interpretation to be reliable and useable. The best results are achieved with a combination of the effective analysis of good data, human intervention and intuition to instil a reality check in order to arrive at accurate conclusions.

In 1983 the Cold War was at its peak and tensions were running high between the Soviet Union and the USA. Only a few weeks previously the Soviets had shot down a Korean passenger jet, killing all 269 aboard, including many Americans. The Russians were wary of US President Reagan’s “Star Wars” system and feared a pre-emptive American strike.

On 29th September Lieutenant Colonel Stanislav Petrov of the Soviet army reported for his shift at the Soviet nuclear early warning centre. This was to be an extraordinary night.  For a few minutes Stanislav Petrov was to hold the fate of the world in his hands and his calm and intuitive interpretation of data was to avert a nuclear catastrophe.

System Reports Missile Attack on Russia

Just after midnight, the early warning system reported the Americans had launched a missile attack on Russia. All the systems bar one pointed to an American attack. Petrov had an instinct that it was a false detection, partly as he had not received visual confirmation.

He decided to wait before confirmation, and he reported a false alarm to his superiors instead of alerting command headquarters to an attack, which would doubtless have set in motion a retaliatory nuclear strike. Petrov retained his composure as alarms blared and lights flashed with increasing warnings of an attack, trusting his instinct that the warnings were false.

Fatal Warning Down to Technical Glitch

This was a dereliction of duty and breach of regulations by Petrov, the logical and safe thing for him to have done was to have passed on the responsibility and reported the attack up the chain. He later said that he feared that “as I was the first source of this information the danger was that as soon as I made a decision that this rocket is real, the rest of the chain of command could have been hypnotised by my conclusions. It’s like the cockerel crowing, the first cockerel in the village crows and the others all follow.”

After an agonising wait of ten minutes, relief came as the over-the-horizon radar systems confirmed that the alarm was false. Bizarrely, the false detection had been created by a rare alignment of sunlight that had reflected via the Earth into the satellite lenses.

Intuition Saves The Day, Not Technology

Computers can misinterpret information and report in error. That’s why all systems need a Petrov to analyse and say “hang on a minute”. It’s the kind of fine nuance of thought uniquely available to the human brain. Petrov had the intuition built up through knowledge and experience to question the information he was receiving. If a computer had been responsible for pressing the button there would have been dire consequences.

Petrov’s dilemma applies to the search for effective opinion leaders in the technology, pharmaceutical and other industries. A web search/algorithm can trawl for and arrange publicly available data, but can it spot through informed intuition whether alarms and flashing lights are real or fake? For that you need the skill of a team which not only understands how to programme the computer, but also how to interpret the social nuances of the world and its interconnecting relationships.

And as for the man who arguably saved the world? Petrov’s superiors treated him with the suspicion accorded a soldier who disobeys orders, he was reprimanded and took early retirement from the army soon after that fateful September night.

In today’s data-driven world it is important to question and discuss the information provided, with creativity, data and intuition proving the winning mix.

Petrov has since passed away, but his legacy lives on.

At brookscomm we have over 20 years of PR & marketing expertise and a proven track record of providing an integrated, measurable PR and Digital marketing 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

 

 

Ok Google, is the future really Voice Search?

Ok Google, is the future really Voice search-

Technology is always evolving and the latest innovation, ‘Voice Search’ is gathering momentum, with the big players being Amazon’s Alexa, Microsoft’s Cortana, Ok Google and Apple’s Siri at the forefront. Ever asked Siri or Alexa what the weather is like? That’s voice search. Instead of typing and searching for a keyword or phrase, you can simply ask out loud where the nearest bar or coffee shop is. Utilising natural language processing, a computer science concerned with artificial intelligence (AI) and machine learning, these artificial assistants can listen and respond to search queries almost like a real human.

Voice Search is one of the biggest SEO trends

Used by many consumers already, Voice Search is set to be one of the biggest SEO trends for 2017 and thus comes with many opportunities, as well as challenges to overcome. Google CEO Sundar Pichai announced during his Google I/O keynote that 1/5 searches made with Google Android App is a Voice Search.

How will this affect PR and digital marketing professionals?

Not only will clients want to be discoverable on a standardised search but also in a Voice Search. It will no longer be viable to just focus on short tail keywords, but with the nature of the conversational queries asked using a Voice Search, it will become imperative to monitor and maximise long tail keywords and phrases too. Furthermore, with the bulk of Voice Search queries based on proximity of a company or product, it’s essential to ensure your business location base is optimised.

However, despite how advanced artificial assistants are, they are still a long way off being perfect. The main issue is the mismatch between what is being asked and what the AI captures, often ‘hearing’ incorrectly, producing misspelt words and thus irrelevant search results.

Voice Search is here to stay

That said, Voice Search is only going to improve, so here are our main pointers for being agile and embracing AI into your digital marketing and PR strategy:

  • Longer, conversational style queries including natural language and question phrases are used more.
  • Location optimised results are paramount.
  • Voice Search queries amount to higher intent, as buyers are nearer the ‘decision, purchase’ stage.

Voice Search isn’t the future. It’s happening right now, isn’t that right Siri?

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

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