Revolutionary Measures

Why Royal PR should be a model for us all

A few weeks ago I talked about the breakdown of trust between the public and traditional institutions, be they the media, government or business. Yet arguably the most traditional institution of all – the British monarchy – is actually bucking the trend and engaging and resonating with the public more than ever. From the Queen visiting those affected by the Grenfell Tower fire to Princes William and Harry talking openly about mental illness, the Royals are increasingly seen as understanding, and empathising with, the mood of the country. This is in stark contrast to current political turmoil where the Prime Minister seems too scared to engage, while her cabinet squabbles around her. The Queen even seemingly managed to get a cheeky shot in about Brexit, wearing an EU blue hat with flowers resembling stars to open parliament.Queen Elizabeth

It is worth noting that it hasn’t always been like this. At the time of Princess Diana’s death the Royal family, particularly the Queen and Prince Philip, was seen as outdated and out of touch, hidebound by protocol and simply unable to understand the mood of the country and the wider world. That led to a major change around in how the Windsors approached PR, which has evolved into the machine that we see today, which is driven by four key factors:

1. Trust
We are in an age where there is a breakdown in trust, but that doesn’t mean that people don’t want to believe in someone or something. In fact, many are desperate to find somewhere to put their trust that isn’t going to let them down. The monarchy fills this space admirably, seen as working hard while taking the time to listen and engage with people’s concerns.

2. Range
The sheer size of the Royal family, and the number of generations it contains, mean that there are a range of characters and ages for different people to identify with. From the Queen and Prince Philip through Charles and Camilla down to Harry, William, Kate and their children there is someone for everyone to support, trust and relate to, dependent on their views and age.

3. Impartiality
I’m not comparing the Queen to Donald Trump, but in the same way that he has a multimillion dollar fortune to fall back on, so has she. That means she is seen as generally impartial, without an agenda or wider policies to push. I think many in the US see Trump in the same way, even if he definitely does have an agenda/ego driving his actions. This ability to be independent means the Queen is above politics and doesn’t get drawn into a blame game around events such as Grenfell.

4. Vulnerability
In the past the monarchy was seen as aloof and simply not affected by outside events. Since Diana’s death that has changed and it has opened up, demonstrating that the Royals are human too. The younger princes have discussed their mother’s death and the impact on their own mental health, while the continued illnesses of the Duke of Edinburgh has led to widespread sympathy for the Queen, who, after all, is 91 herself. We empathise with humans, and the Royal family continues to show that despite their wealth and power they are human too.

What lessons can communicators draw from this? I think the biggest is to take a long-term view. The reputation of the British monarchy was at an all-time low after the death of Diana, with many questioning their continued role. Rather than a knee-jerk reaction, the institution has changed how it operates, and in particular how it communicates, giving individuals more freedom to talk about the topics that they feel passionate about, all within an overarching framework that demonstrates empathy, authenticity and value for their audience. It may not be perfect, but other communicators looking to build genuine trust should see what they can learn from the Royal family’s success.

 

Photo Nasa/Bill Ingalls via Wikipedia http://www.nasa.gov/centers/goddard/news/topstory/2007/queen_egress_8.html

July 5, 2017 Posted by | Marketing, PR | , , , , , , , , , | Leave a comment

Why PR needs to turn around its reputation

13911715043_e32a972f78_zPublic relations has never had a higher profile, but not necessarily for positive reasons. Whether seen as aiming to control the image of celebrities, trying to keep corporate misdeeds out of the press or using political spin to get a particular message across, I’d say that public perception of the industry is actually worsening.

Given that PR people have always been focused on controlling the message why is the profession’s reputation deteriorating? I think there are three key reasons:

1. Chaos is growing
As I say PR is about portraying your company/client/celebrity in a positive light. The problem is that this revolves around people – and people are inherently random and chaotic. So PRs have to constantly balance on a tightrope, trying to plan and control the message in a world where things fall apart. The advent of social media has simply increased this chaos – it is easy for anyone to start a rumour or undermine your story through Twitter and Facebook. Witness the fact that just this week a fake Daily Mail front cover calling for Theresa May to resign went viral on social media, despite the fact that it was an obvious forgery shared by a Twitter user called Lying Tory Media.

PR people feel that they have to be constantly on their guard. And this naturally means that they focus on control and defence rather than positive engagement. After all, it is technically safer to turn down an interview opportunity, even with a high profile media outlet, if there is any risk of it going wrong. This isn’t a long-term strategy, but the speed of the communications landscape can mean people don’t have the time to think long-term.

2. Trust is diminishing
We’ve all seen the figures that show that people trust the organisations around them – be they politicians, the media, companies or other authority figures less and less. The latest Edelman Trust Barometer, which came out in January 2017, found that government was the least trusted institution in 14 countries, and CEO credibility had dropped to an all-time low of 37 percent. It wouldn’t surprise me if trust has fallen even further since then.

There is a widespread belief amongst many groups that the system has failed people and that the sheer pace of technological and social change is not benefiting everyone equally. This lack of trust means that PR people have to go the extra mile in order to build credibility with ever-more sceptical audiences. And again, it is easier to plan to be defensive – why risk Theresa May meeting real people on her election campaign when you can organise a backdrop of supporters to get your message across?

3. We’re becoming more tribal
I’ve mentioned this before, but populations are polarising into self-contained segments. If you live in a community that is made up of people like you, interact online with the same group and don’t talk to those with different views it is easy to build up a biased world view. Throughout history leaders have focused their tribes or countries by uniting them against an Other, whether that is a rival monarch, country or religion. A similar thing is happening now online, but generally without clear leaders, Donald Trump being an obvious exception.

PR people, particularly on the political side, are becoming focused on appealing to their segment – essentially they feel they don’t need to worry about the Other. Whatever they do opponents will criticise them, so why bother with trying to reach out to them? This does put some PRs on a slippery slope towards propaganda and fake news. No wonder that 73% of public relations professionals polled in a recent survey said that the current White House communications team is negatively impacting the industry’s public perception. But even here tribal loyalties seem to be in play – 15.1% of the sample identified themselves as conservatives, and a similar percentage (15.7%) said the White House comms team “is treated unfairly by the media”.

Public relations finds itself at a crossroads. On one hand the communications, writing and content distribution skills it is centred on have never been more important to business. Yet, the risk is that the sheer pace of change means they retreat into a defensive, safe mode that undermines their credibility. For everyone’s sake, now is the time for PR people to become more strategic, counselling clients to see the bigger picture in order to rebuild trust and unite their audiences for the greater good.

Image Jeff Eaton via Flickr https://flic.kr/p/nckbcV licensed under Creative Commons

June 21, 2017 Posted by | Marketing, PR, Social Media | , , , , , , , , , , | 1 Comment

Can you make your PR campaign strong and stable? 4 communication lessons from the General Election

 

With well under a month to the General Election the parties various communication strategies are becoming clearer. As I said in a previous blog, this won’t be a social media election, but that isn’t stopping politicians from adopting new techniques to reach voters. The aim is to control the message, and drum it into the electorate, even if that means repeating ‘strong and stable leadership’ ad nauseum.https://commons.wikimedia.org/wiki/File%3APolling_station_6_may_2010.jpg

There are four key tactics that are emerging – and could serve as PR lessons for other communicators:

1.Go for the low hanging fruit
Essentially politicians are trying to duck the tough questions – although in the case of Diane Abbott she seems to be succeeding in making easy questions difficult. That means Theresa May popping up on The One Show, along with her husband, to discuss such key facts as who takes the bins out, while at the same time saying she won’t take part in a TV leadership debate. Instead, she’ll appear alongside Jeremy Corbyn, but not in a head to head.

While it is difficult for businesspeople to follow this strategy to the letter and duck tough media appearances, it should serve as a blueprint for showing your human side if you want to demonstrate that you are just a normal person, with interests and passions beyond your job.

2. Go where the audience is
It isn’t an election that will be won or lost on social media, but that doesn’t mean the channels can’t be used to get the message out there. The Prime Minister took part in a Facebook Live event with ITV News, essentially reaching an audience in the easiest manner for them. In reality there’s no difference between Facebook Live and a televised phone-in – as proved by Jeremy Corbyn trying to hijack the event by sending in a question himself. It is simply a question of going where the audience is – something that chief executives should also bear in mind.

3. Exploit the system
Once an election is declared, impartiality rules kick in for broadcasters. Covering TV and radio (down to community stations), they mean that no one party should be favoured, personal political preferences shouldn’t be aired by presenters and due weight is given to the larger parties. What this means in practice is that over the course of a bulletin, all major parties must receive airtime – and it must be presented in an unbiased manner. Hence the huge amount of effort put into campaigning in front of the camera, with politicians criss-crossing the country to launch manifestos and policies. In contrast, newspapers are free to add as much comment as they like, making politicians much warier of them.

Again, I’m not suggesting that PR people try and break the rules when it comes to getting their clients in front of the media, but understanding how different types of media work is vital to providing them with a story that works for them, and their audience.

4. Prepare and leave nothing to chance
The biggest lesson for all PR people from this election is the importance of preparation and planning. In terms of the Conservatives every appearance is carefully stage-managed, even down to allegedly shutting reporters in a room when Mrs May did a factory visit so they couldn’t film her and bussing in activists to serve as the audience in community centre visits. This level of planning doesn’t quite extend to Labour. As well as Diane Abbott’s series of car-crash interviews, the party manifesto was leaked with Jeremy Corbyn subsequently pulling out of launching its poster campaign to deal with the issue. And his driver then accidentally ran over a BBC cameraman’s foot.

You shouldn’t follow the Conservative strategy to the letter, and indeed being too polished can be detrimental to your message. However ensuring you have set detailed objectives, have the right messages, plan how you are going to deliver them and are fully prepared is more likely to project the image you want to be known for, rather than seeming to be continually running to catch up. As the election unfolds, expect to hear the words “strong and stable” a lot more………………

Photo by secretlondon123 (originally posted to Flickr as Polling station) [CC BY-SA 2.0 (http://creativecommons.org/licenses/by-sa/2.0)%5D, via Wikimedia Commons

May 17, 2017 Posted by | Marketing, PR, Social Media | , , , , , , | 2 Comments

Why this won’t be the social media election

The last year saw massive political change, with an outsider elected to the White House and the Brexit vote in the UK. Social media played a huge part in both of these decisions, with Donald Trump building and communicating with his voter base using Twitter, and Facebook (and other channels) being used to spread real and fake election/referendum news.
256px-Jeremy_Corbyn

Given the impact of social media on politics, will June’s vote be the first election that relies on Facebook, Twitter and YouTube to reach and convince the electorate? After all, preparation time is short before polling day, impacting on the creation and dissemination of physical materials, such as posters and leaflets, while Prime Minister Theresa May has said she won’t appear in a televised leadership debate, cutting off a popular way of connecting with voters.

However, despite the popularity of social media there are two reasons it won’t change people’s minds:

1. It is an echo chamber
Generally people follow their family and friends on social media, which leads to a self-selection of the tweets and messages that they see. As was shown by the Brexit vote, Remainers tended to see their timelines full of pro-Remain tweets, leading to a false sense of security about the overall outcome. What people like Trump have done is create a following/brand before going into politics – something that ‘normal’ politicians don’t have the luxury to do.

2. Likes don’t mean votes
Jeremy Corbyn has 841,000 followers on Twitter (double that of his party) while Theresa May has just 209,000, with the Labour leader much more active on social media. But that doesn’t translate into votes. Latest opinion polls put the Conservatives at least 20 points ahead of Labour, and while pollsters have been wrong before, the figures seem to reflect general sentiment. Additionally, social media followers may be ineligible to vote or concentrated in specific constituencies, which mean that their ability to make a difference is diminished.

Instead of focusing on how it can win elections, party PRs should instead by looking at three ways social media can help them amplify their message and meet the needs of a short, fast-paced campaign:

1. Spread the word to the committed
Following the Brexit referendum and the last general election, we’re now facing our third nationwide poll in three years. There is a danger that even the most committed voters will switch off. Social media can reach this audience and focus on the importance of them turning out on the day, or even lending their time to get more actively involved in the campaign.

2. Get news into the mainstream
Pretty much every political journalist and commentator is on social media, meaning that as a channel to reach them Twitter, in particular, is unrivalled. By using it to raise issues and highlight stories PRs will be hoping social media can move them into mainstream TV, radio and newspapers where they can affect wavering voters.

3. Use the tools
Social media provides a set of normally free, easy to use tools that are extremely powerful to any political movement looking to organise itself. While an election campaign is certainly not the Arab Spring, there are real lessons that political parties can learn here. Communicate instantly with thousands of activists through Twitter, share video and audio and use sites such as Dropbox to upload and distribute materials. These tools tend to be faster and more seamless than old style email, telephone and post – but parties must bear in mind that they are much more of a democratic channel. Anyone can share anything at any time, rather than following top-down orders. Consequently expect at least one candidate to become embroiled in a scandal about misusing social media during the election and to claim that their account was ‘hacked.’

While social media won’t win or lose the election it does change how campaigning is carried out, and provides the ability for parties and candidates to operate faster – vital in the six or so weeks until polling day. Just don’t expect it to elect the next Donald Trump…………..

April 26, 2017 Posted by | Creative, Marketing, PR, Uncategorized | , , , , , , , , , | Leave a comment

Turning an Easter egg into a marketing crisis

In today’s climate, it isn’t easy being a mainstream politician. At a time when populists are gaining ground across the world, from Spain and France to the White House, the danger is that traditional parties are seen as out of touch and unreflective of popular opinion. In the UK, the memory of the parliamentary expenses scandal, where one MP claimed for a duck house for his country estate and for having his moat cleaned, are still fresh in many people’s minds.

20110423_Easter_eggs_(3)

By Donar Reiskoffer (Own work) [GFDL (http://www.gnu.org/copyleft/fdl.html) or CC BY 3.0 (http://creativecommons.org/licenses/by/3.0)%5D, via Wikimedia Commons

No wonder that politicians think they should get themselves involved in low level debates that burnish their populist credentials. Witness David Cameron claiming to love Cornish pasties – but then being caught out when quizzed on when and where he last bought one.

Now Theresa May has got herself involved in the furore over Cadbury and the National Trust dropping the word ‘Easter’ from the title of their chocolate egg hunts. What were previously called ‘Easter Egg Trails’ at 300 National Trust properties are now being referred to as ‘Cadbury’s Great British Egg Hunt’. Interviewed by ITV News while on a trade mission to Saudi Arabia, she described the omission as “absolutely ridiculous. I don’t know what they are thinking about frankly.”

Personally what I think is ‘absolutely ridiculous’ is the current Prime Minister, who is dealing with Brexit, the biggest change in the country’s position in the world since World War II, spending her time criticising how organisations market themselves and their products. Clearly, someone in Cadbury’s marketing department has had the bright idea of trying to link to either the mood of nationalism or more likely, the Great British Bake-off, and removed the word ‘Easter’ to make space in the title. Easter is mentioned plenty of times elsewhere in promotional material for the events, so they felt that they had all their bases covered.

However, this does demonstrate the potential dangers to brands and their marketing campaigns. Thanks to social media we seem to live in a particularly touchy time, with people quick to jump to conclusions and complain, with issues snowballing as more and more people Like or Retweet them. It then becomes a story that politicians feel they have to become involved in. So what can brands do?

1          Check everything
Marketers need to balance new ideas and being creative with an eye on potential repercussions. The danger is that you worry so much about the tiniest chance of offending someone that you become too scared to actually do anything. So strike a balance – run new ideas past your wider team and test them with your target audiences before going ahead. At least that way you’ll pick up major issues before launching a campaign.

2          Be prepared
As I’ve said in previous blogs, the risk of a reputational crisis is there for every brand. Things go wrong in even the best run company due to the speed and complexity of business today. So make sure you have a crisis plan that is ready to swing into action when necessary. But don’t use a sledgehammer to crack a nut – adopt a proportional response to an issue, rather than rushing your CEO onto the Today Programme at the merest hint of trouble.

3          Be engaged and keep listening
The best way to avoid lasting damage to your brand is for it to be strong in the first place. If you don’t have a good reputation people are likely to be harsher critics when there are issues. Witness TalkTalk’s drubbing when it suffered a cyber attack – it was already seen as a company that was not particularly customer-centric, so had no real brand capital to fall back on. Cadbury is in a similar, but slightly stronger position – since it was bought by US multinational Kraft Foods and then spun off into the Mondelez confectionery conglomerate, it has been seen as ‘not really British’. Therefore it is not given the benefit of the doubt when a story like this comes up.

Personally, I think the whole Cadbury story is a storm in an Easter egg cup that will blow over and won’t either damage the brand or the number of people who turn out for the egg hunts over the holiday period. However, its prominence, and the involvement of politicians, shows that marketers need to be prepared for even the most innocuous activity to turn into a crisis overnight.

 

April 5, 2017 Posted by | Marketing, PR | , , , , , , , , , , , , | Leave a comment

Turning the Oscars fiasco into good PR

We’re now living in a world where fewer and fewer of us watch TV live, preferring to use catch up services or clips on YouTube to get our fix after the event. Hence TV companies increasing focus on event-based shows that you have to experience live if you want to be part of the conversation. Whether it is the half time show at the Superbowl, or the climax of the Great British Bake Off, broadcasters are looking for ways to make us tune in.arriving_at_the_oscars_2106606836

Which brings us neatly to this year’s Oscars ceremony. Let’s face it awards shows are never riveting viewing, with the only interest normally being whether (a) someone gives a really terrible speech or (b) to judge the sartorial elegance (or otherwise) of the dresses on show. No wonder that the 2017 Oscars had the lowest ratings for a long time.

Therefore the fiasco which saw the Oscar for Best Picture initially given to the wrong film is actually a bit of a blessing in disguise for the event. The organisers get to blame PwC for giving out the wrong envelope to presenters Faye Dunaway and Warren Beatty, while knowing that the issue will keep the show in the public consciousness for much longer than previous editions. It certainly wasn’t a deliberate PR ploy, but it bet it means that next year more people will tune in, secretly hoping that something goes wrong again. But, in an age of shortening attention spans, I think there’s a lot more that the Oscars (and any other awards ceremony) could be doing to keep viewers glued to their screens:

1.Random awards
Rather than just getting two candidates for best picture mixed up, organisers need to get a lot more random. Add in a few leftfield choices or even get the auditors from PwC to offer presenters a choice of envelopes with different winning names in them. It’ll certainly make the whole process more entertaining when the Best Actor award goes to Danny Dyer for his performances in EastEnders, even if he wasn’t on the shortlist.

2. Best dressed
As I said a lot of the time people watch award shows for what the stars are wearing, and this (primarily) means women in dresses, given that men tend to stick with a suit/dinner jacket and bow tie. So reward the best (and worst) dressed by running a quick poll on Twitter or Facebook and then announcing the results during the ceremony. It is sure to be hotly contested – and might even see male stars become more adventurous in what they wear.

3. Fights/drunkenness
The best ever award ceremony moment was undoubtedly the year at the Brits when Jarvis Cocker invaded the stage when Michael Jackson was singing, was then arrested and was sprung from the cells by ex-solicitor Bob Mortimer. At least that’s how I remember it. So use some common sense when deciding the seating plan – two actors that hate each other’s guts and get chippy when they’ve had a skinful? Pop them on adjoining tables and start a rumour that one called the other a lightweight. Perfect entertainment for the watching masses.

4. Gunge tanks for speeches
The sheer excitement of winning an award often goes to a star’s head and they then drone on for hours thanking everyone they ever met, and going through their entire life story. At one ceremony Tom Hiddleston even brought in doctors working in South Sudan. Politely telling people to finish is obviously not enough, so organisers should take a leaf from children’s TV. Install a gunge tank above the stage, and put a hyperactive 10 year old on the controls. It’ll certainly shorten the speeches and keep people focused.

I’m sure there are many more ways of spicing up award ceremonies and increasing the interest of the general public – let me know your suggestions below.

photo by Alan Light [CC BY 2.0 (http://creativecommons.org/licenses/by/2.0)%5D, via Wikimedia Commons

March 1, 2017 Posted by | Creative, Marketing, Uncategorized | , , , , , , , , , , | Leave a comment

Has Donald Trump saved Twitter?

The past couple of years have not gone well for Twitter. User numbers have stalled, attempts to monetise the platform have come to naught and no potential suitors for the company have emerged, despite plenty of rumours.

Donald Trump

Yet, Twitter is probably now the most important (social) media company in the world. It was central to Donald Trump building his fanbase and allowed him to communicate directly with voters during the election, ignoring the media and their pesky fact checking. Essentially it delivered what the internet first promised – a way of interacting with the public without going through middle men, and was, in a large part, directly responsible for Trump’s election as President.

It is a scary thought that while previous politicians looking to grab and hold onto power (think Silvio Berlusconi, Lenin and the Chinese Communist Party) have made it a priority to buy or nationalise communication channels such as newspapers and TV/radio stations, Trump has done it without spending a penny on Twitter. No wonder that Twitter CEO Jack Dorsey says his feelings about the President-elect’s use of the service are “complicated.”

And Trump’s use of Twitter has, if anything, intensified since the election. He’s used it to challenge the intelligence services’ claims that the Russians hacked Democratic Party emails, and to take potshots at businesses that he claims are moving jobs and production outside the US. The result? Companies such as Ford and Carrier have backed down on overseas investments and the share prices of Lockheed-Martin, Toyota and GM amongst others fell after Trump tweets criticising them. PR and analyst relations professionals for blue chip companies must be spending their time glued to Trump’s Twitter feed, hoping and praying that he doesn’t single them out for punishment, like hapless flunkeys at the court of a particularly unpleasant medieval monarch.

If you needed proof of the power of Twitter, Trump provides it. And ironically, given the left-leaning sensibilities of Silicon Valley, he could well have saved the social network, or at least bought it some breathing space. The number of tweets sent in the US between August and November 2016 was over 1 billion (not all from Trump), with 75 million on election day and its aftermath. While it hasn’t helped the long-term share price, it undoubtedly aids efforts to find a buyer for the service. The question is whether this will be another tech company (Google is a logical fit) or whether another would-be politico will see the opportunity to build their profile à la Trump and invest. Whatever the outcome, expect more incendiary tweets in the future, with policy being set and communicated in 140 characters………….

January 11, 2017 Posted by | PR, Social Media | , , , , , , , , , , | 6 Comments

What every PR can learn from Apple – good and bad

For anyone looking for inspiration for their PR and marketing strategy it makes sense to look at what bigger players are doing. Obviously slavishly copying what they do won’t work, but there are always lessons to be learnt that can benefit your brand, whatever size it is.

With CEO of Apple Inc. Steve Jobs.

So looking at Apple’s strategy over the last few years is a good place to start. It may be difficult for many people to grasp, but 20 years ago the company was in a mess, hanging on for its very survival. Founder Steve Jobs re-entered the picture, pushing through innovative new products beginning with the iPod, and then moving onto the iPhone and iPad. The result? Apple became the biggest company in the world by market capitalisation, selling millions of premium products and building a reputation as the maker of must have gadgets for huge numbers of people.

For those looking to see how Apple drove success on the PR side, there’s a fascinating Harvard Business Review article from Cameron Craig, who worked for the company for 10 years. He sums up the approach in five points:

  1. Keep it simple. Don’t use jargon in press releases, and ensure that your language is straightforward and easy to read.
     
  2. Value reporters’ time. Apple doesn’t send out many press releases (leading to complaints of secrecy). Contacting reporters sparingly does mean they’ll pay attention when you have important news – though this is easier for the likes of Apple to do compared to a startup that needs the oxygen of publicity on a more constant basis.
  3. Be hands on. Ahead of any interview Apple organised a hands-on product briefing to explain how it worked, the benefits and features. This is a great way to keep control of the conversation – again, it works better for a big player that has something reporters want than a smaller business struggling to attract their attention.
  4. Stay focused. Keep true to your mission (in the case of Apple providing products that allow customers to unleash their creativity). Don’t comment on news or trends that don’t support this as it wastes time and dilutes your message.
  5. Prioritise media influencers. Focus on the press and influencers that will shape the debate and use your time to build strong relationships with them, as opposed to taking a scattergun approach that targets hundreds of people. This is a really important lesson for businesses – it isn’t just about the amount of coverage you get, but also where it is – get into the right publications read by your target audience and your brand will get noticed.

What’s also interesting is that Apple’s PR and social media strategy seems to be changing. Ahead of the iPhone 7 launch it created its first centralised Twitter account and more information leaked out about the details of the phone. Before this, CEO Tim Cook carried out press interviews after the billionth iPhone was sold earlier in the year.

The change in strategy to be more proactive is partly a response to slowing iPhone sales, and perhaps also the well-publicised EU demand that it pays €13 billion in back tax to Ireland. Getting messages out early also allows Apple to monitor feedback and tweak what it is doing to ensure that the final launch goes smoothly and any questions are successfully answered. Whatever it may be, all companies should take a look at Apple’s PR strategy and see how they can apply the lessons to their own communications.

September 21, 2016 Posted by | Marketing, PR, Social Media | , , , , , , , , , , , | Leave a comment

Where are your customers?

Looking through Ofcom’s latest report on media use demonstrates the transformation that has occurred in the past ten years when it comes to how and where we find information, communicate with friends, families and companies, and which sources we trust.

Ofcom

For every company, no matter what size, it should act as a wakeup call and be used to drive their marketing so that they are reaching the right people, in the right way, at the right time. You can download the 200+ page report here, but I want to pick out five key points for businesses and marketers alike:

1. Everyone is online
90% of adults use the internet, showing that whatever demographic you are targeting, they are now online. Adults currently spend an average of 21.6 hours per week on the internet. Interestingly time spent has not changed since the last report in 2014, showing that it has become a set part of our routines. So, whatever you are selling, your customers are online and your marketing needs to reflect that.

2. Search is the gateway
92% of adults say they use search engines when looking for information online, but more importantly many believe simply being high ranking in search results is a guarantee of quality. 18% say that if a website is listed in search results it must be providing accurate and unbiased information. 55% couldn’t identify or tell the difference between organic search results and paid for adverts, with 23% thinking they were the best/most relevant results. Clearly this will be music to Google’s ears as it shows that paid search has a major impact on buying decisions. It also demonstrates the importance of good content on your website – the more focused and useful your website is for your key terms, the higher it will rank on Google.

3. Moving to walled gardens
Aside from search, adults are now more likely to use apps or sites that they are familiar with. Just one in five (21%) – down from 25% in 2014 – say they use apps/sites that they’ve not used before each week. Clearly, audiences are becoming set in their routines and the sites that they trust. This means that brands need to be visible on these gatekeepers if they are to reach their target markets. Essentially, building a website and hoping that audiences will come is not a smart strategy – if it ever was.

4. Don’t forget email
It may have been around for 30 years, but email is still the most popular online communication medium. 93% of people send and receive email on a weekly basis, ahead of 78% who use instant messaging and 76% who look at social media. So marketers mustn’t drop email from their strategy – it still reaches the right audiences despite the rise of other channels.

5. Content isn’t just words
It is no surprise that smartphones are increasingly the device of choice to access the internet – previous Ofcom research found that we spend more time online on our phones than PCs. However what we consume has got much more varied since 2014. 48% watch video clips at least weekly (up 9% since 2014), and 47% listen to radio stations online. So, if you want to attract people to your site, don’t just rely on words, but engage them through all of their senses.

Given the findings of the report, every organisation should take a look at its marketing, advertising and communication strategy. How does it affect your particular demographics? Are you embracing the right channels to engage with them, and is your budget being spent in the most productive way? Use the Ofcom findings as a wake-up call and time to spring clean your strategy and approach.

April 27, 2016 Posted by | Creative, Marketing, PR, Social Media | , , , , , , , , , , , | Leave a comment

What the end of The Independent print edition means for PR

For many media watchers the last week has felt like a watershed moment. The Independent announced that it will end its print edition in March, making it the first national newspaper to go online only. At the same time, youth channel BBC3 has come off the airwaves and moved solely to be web-based.the-independent-logo (1)

So, is the end of old media as we know it and will other channels and papers follow? And, by extension, does it mean that PR people will have to change how they work as media relations becomes less important with consumers getting their news in other ways, for example through citizen journalism and sites such as Buzzfeed?

Answering those questions in turn, old media isn’t dead, but isn’t healthy either. The Independent was always the smallest of the national newspapers when it came to circulation and therefore the weakest when subjected to the twin pressures of online and free papers such as Metro. Indeed it was comprehensively outsold by its cut-price sibling, the i, which will remain in print and is being sold to publisher Johnston Press.

Running a print operation has a large, fixed cost that every national newspaper is struggling with – witness The Guardian’s announcement that it will cut staff. Despite what might be said about BBC3 going where the audience is (online), this is only partially true – the real reason is about reducing costs for the BBC, although whether it will achieve its planned savings is a moot point.

Plenty of titles have gone online only, while yet more are now monthly or quarterly rather than weekly. Others have successfully embraced paywalls (The Economist, The Financial Times to name but two) to stabilise and protect their revenues. The online world does call for new business models as offline advertising pounds are swapped for digital pence, and there will be further casualties in the future.

However, this is not the end of media relations that my erstwhile colleague Stephen Waddington predicts in his blog. He believes that if your role in public relations is pitching stories to journalists, the clock is ticking and you have 15-20 years maximum before you are no longer necessary. I’d agree that anyone who solely spends their time ringing up/emailing national newspaper journalists, trying to interest them all in the same story without using any differentiation or intelligence is not going to survive long.

But I don’t think most (successful) PR people are stuck in that pigeonhole. Over the course of my 20+ year career I’ve seen the move online and the corresponding drop in the number of journalists as costs were cut. At the same time the amount of straight media relations I’m doing has dropped dramatically. More often, it is about coming up with a specific story to meet the title’s needs or pitching an idea for an article and then creating it with the client. Much more revolves around content and sharing it on social media in order to build both thought leadership and SEO for clients in their specific B2B markets.

This can be much harder than simply ringing every journalist on a list and pitching the same story, but the rewards for PR are far, far greater. It embeds the profession deeper into the marketing department and links to outcomes that are based on business value, rather than a bulging book of coverage that looks impressive, but is not measurable.

Is what I do media relations? I’d say that if it involves speaking to a publication in order to gain coverage, without money changing hands, then it is media relations – and I can’t see that going away anytime soon. After all the online-only Independent will still have journalists, just fewer of them, and they will still be writing stories that companies want to be part of. Commoditised media relations may be dying, but true media relations that aims to build links between journalists and clients is as vital as ever.

February 17, 2016 Posted by | Marketing, PR | , , , , , , , , , , , , , | Leave a comment