Why Is Press Coverage So Important For A Business?

Being featured in newspapers, magazines, on radio and TV is an unparalleled win for a business. It’s a remarkable way to cultivate influence, establish yourself in your industry, and amplify brand awareness. However, many smaller businesses often face challenges in terms of both knowledge and time when attempting to establish their presence.

The good news is that with a dash of knowledge and a PR team behind you, together we can master your media coverage journey.

 

The Power of Press Coverage

Press coverage can be a game-changer for businesses of all sizes. It’s like an amplifier that broadcasts your achievements, products, and stories to a wider audience. From boosting brand visibility and credibility, to attracting potential clients and investors, press coverage opens doors that might otherwise remain closed.

In today’s digital age, press coverage has transcended traditional print and broadcast mediums. Online articles, social media shares, and digital platforms give your story an extended shelf life. A well-placed article can generate a ripple effect, as readers share, comment, and engage with your content across the vast expanse of the internet. This amplification can drive organic traffic to your website, expand your online presence, and spark conversations that can shape your brand narrative.

Navigating the Time Maze

Crafting compelling press coverage takes time – time that many business owners often find themselves lacking. This is where a skilled PR team shines. We’re your dedicated time-savers, using our expertise to define and target the most appropriate media outlets for your business. Your focus remains on your core operations, while we work tirelessly to ensure your story gets the attention it deserves.

And when the opportunity for coverage knocks, timing is crucial. A PR team is prepared to seize these moments without hesitation. They have the flexibility to scale their efforts based on the urgency of the situation, whether it’s a breaking news story, a product launch, or an industry event. By having a team dedicated to monitoring, strategizing, and executing press opportunities, you ensure that no chance for impactful coverage slips through the cracks.

Pitch Perfect Strategy

The art of pitching is where a PR team truly shines. In a world where attention spans are shorter than ever, conciseness is key. A pitch that rambles on risks losing the attention of time-strapped journalists. A PR team understands the art of concise communication, distilling your story into a punchy yet informative message that grabs attention from the first sentence. Every word is carefully chosen to convey your story’s essence without overwhelming the reader.

We craft pitches that resonate with journalists and editors, focusing on what makes your story relevant, unique, and newsworthy. By tailoring our approach, we increase the likelihood of your story catching their eye and earning a place in their publication.

Tapping into the Right Connections

Ever heard the phrase “it’s not just what you know, but who you know”? In the world of PR, this rings true. Our extensive network of media contacts spans different industries and locations. This means we know exactly who to approach for specific topics, giving your story a higher chance of being picked up by the right people in the right places.

The Follow-Up Game

Getting a pitch accepted is just one step in the process. The follow-up is where the magic happens. We don’t just send a pitch and cross our fingers; we meticulously follow up, nurturing relationships and addressing any concerns. Our persistence ensures that your story remains on the radar until it’s a published reality.

Managing Expectations, Delivering Results

Here at Source PR, we believe in transparent communication. Managing client expectations is a cornerstone of our approach. While we work thoroughly to secure press coverage, it’s important to remember that not every pitch will result in an immediate feature. Sometimes, it’s about timing, the news cycle, or the angle. Rest assured, we’re committed to continuously refining our strategy and delivering tangible results.

 

In conclusion, press coverage is a potent tool that can elevate your business to new heights. Yet, navigating the complex world of media requires finesse, time, and an insider’s perspective. A dedicated PR team like ours can be your guiding light, ensuring your stories are strategically targeted, perfectly pitched, and relentlessly pursued. By enlisting our expertise, you gain more than just press coverage – you gain a partner dedicated to propelling your business forward.

 

Ready to take the plunge and harness the power of press coverage? Contact us today and embark on your new PR journey with Source.

Crisis PR Management & Another Lesson From KFC

No brand or business is immune to the challenges presented when a PR crisis erupts.  Equally, in today’s digital world, no company can guarantee that a PR crisis won’t happen to them, as such all companies should at least have plans in place to prepare for the unexpected.

Crises typically fall into two camps – internal crises, generated by a business decision, action or fault, or those developed externally either by a changing consumer landscape, political issue or an unforeseen issue with a product or service.

Hopefully effective business planning and preparation should mitigate a PR crisis erupting, so it must be particularly frustrating when an ‘own goal’ is scored by simply being careless and taking your eye off the ball.

This point is perfectly highlighted by the recent PR crisis to envelop KFC.  Earlier this month, KFC sent a promotional message to German customers encouraging them to celebrate Kristallnacht by having extra cheese on their tender pieces of chicken:

“It’s memorial day for Kristallnacht! Treat yourself with more tender cheese on your crispy chicken. Now at KFCheese!”

The issue is that Kristallnacht is widely seen as being the start of the holocaust when in 1938 the Nazis led a series of attacks on Jewish businesses and community that left more than 90 people dead, and widespread destruction of Jewish properties and places of worship.

Kristallnacht (the night of broken glass) is remembered on the 9 November and marked with numerous memorial events and discussions to reflect the Nazis’ murder of more than six million Jewish people.

The PR issue was placed firmly at the doors of their automated push notification that sent the message directly to their customers without human intervention.  The system effectively identifies significant days in the calendar and attaches a promotion to them, before sending to customers.

Daniel Sugarman, Director of Public Affairs at the Board of Deputies of British Jews described the original KFC message as “absolutely hideous” and left KFC having to quickly apologise and re-examine their internal systems to prevent the company from having to manage future PR crises.

The company’s tried and tested crisis PR procedures quickly kicked into place but despite the rapid response, the issue had spread to online national and international news outlets.  The issue was quickly amplified via social platforms, illustrating the speed that a PR crisis can spread in today’s digital world.

This was an unnecessary and bad own goal by KFC.  Even if the business managed to convince its audiences that it was not actually in favour of celebrating Kristallnacht with extra cheese, it exposed the business at the very least as being uncaring, poorly run and single-mindedly promoting sales without due care.

We should really have expected better from KFC, particularly after they were able to turn an externally influenced issue into a master class of crisis PR management.

Back in February 2018, the company’s biggest nightmare turned into a reality when the restaurant ran out of chicken due to supplier issues. The net result was that the company was forced to shut down more than half of the stores in the UK.

How to manage a PR crisis

With a crisis PR team, plans and creative thinking in place they were able to turn the issue into a positive PR campaign – saving not only the brand’s reputation but also building relationships with customers and maintaining their trust.  How to manage a PR crisis? They simply followed the plan.

  1. To start, they apologised and made themselves accountable for the crisis.  Rather than attempt to shift blame they apologised to the customers directly via social media channels and newspapers
  2. Secondly, they kept communication open and honest. KFC was very effective at using social media to address customer questions or concerns, even using twitter to share customer Q&As
  3. Finally, by being transparent with the issue, and how they are dealing with it, KFC showed they were taking steps to bring the operations back to normal, with web links sharing information.

The company was also humble and showed gratitude towards its customers for bearing with them and apologised / thanked all the stakeholders for their patience.  Throughout the crisis PR management they kept the emotional balance right.  This involved being apologetic when things went wrong, professional when showing they had the matter under control and yet maintaining a sense of humour in their messaging.

A sense of humour when managing a PR crisis

Finally, they were consistent with their communications and ensured that the issue went to the very top with all messages on social media coming from the fictional KFC’s founder, Colonel Sanders, himself.

It’s clear that PR crises can come quickly out of the blue, from a simple slip up or from an issue that has developed gradually over time.  In today’s digital age, they can erupt more quickly than ever so it’s important to have plans in place.  KFC had a visible presence on social media prior to the crisis and made sure they used it to reach the affected parties.

If you find yourself in crisis or in a similar situation, contact Source PR as we can provide you with hands-on crisis management support or better still help you put a robust crisis management plan in place before an issue arises.

Greenwashing In PR: Making Sure Your CSR Messages Are Whiter Than White

Greenwashing is a hot topic and hit the headlines recently when The Independent revealed that the number of adverts banned for “greenwashing” has tripled in a year.

But what does greenwashing mean? According to the Cambridge dictionary, to greenwash is to make people believe that your company is doing more to protect the environment than it really is.

When it comes to a business’s values, environmental issues are often top of the agenda for many in 2022, but it’s clear that the public are becoming savvy when it comes to CSR (corporate social responsibility) claims with regards to an organisation’s green credentials.

Below, we examine some businesses accused of greenwashing in an attempt to gain positive PR and look at an example of a brilliant business that is genuinely making a difference when it comes to climate change.

Ryanair

Ryanair is known for cheap flights and more recently for establishing one of the most talked about accounts on TikTok. In 2020 the Dublin-headquartered airline made the headlines for all the wrong reasons when announcing itself as Europe’s “lowest emissions airline.” The Advertising Standards Agency promptly banned these adverts as the claim was simply not true. To make this claim, the airline had pulled stats out from 2011 and not included some of the major airlines in their table of C02 emissions, as well as failing to factor in seating density.

Epic fail.

Shell

Oil and gas giant Shell were left red faced and accused of gaslighting in 2020 when the social media team posted a poll asking followers if they were “willing to change to help reduce emissions.”

Under normal circumstances this would be a fair question, however given around 1-2% of global CO2 emissions come from Shell’s activities every year, while it continues to invest billions in oil and gas, this didn’t sit well with many. The queen of environmental campaigning herself, Greta Thunberg, even waded in on this one.

Shell’s poll and replies can be found here.

Backlash: Greta tweeted about Shell

Pura

Perhaps it’s self-indulgent to mention one of Source PR’s own clients as an example of some good (or great, even if we say so ourselves) positive PR that is centred around an environmentally savvy business. We’re particularly proud of this one so we’re going to shout about it. Pura is a new client for Source PR and one that the team were excited to work on. Founded in 2020 by new parents and husband and wife duo Guy and Abi Fennell, Pura’s aim is to prevent baby wipe and nappy pollution by creating plastic free, biodegradable baby products. When the couple’s new baby Ezra arrived, Guy and Abi were shocked at the number of nappies and baby wipes that their new addition required every day and that ultimately end up in landfill.

After discovering that baby wipes containing plastic often take over 100 years to degrade and nappies up to 500 years, the pair have been on a mission to create positive change.

When Pura teamed up with Source PR, one of the first media announcements was an initiative supported by the Welsh government to resurface 1.4 miles of road with dirty nappies. Pura and nappy recycling experts NappiCycle teamed up in the resurfacing of the road between Cardigan and Aberystwyth.

Unsurprisingly this environmentally-friendly and innovative piece of news received regional and national media coverage from the likes of BBC News, ITV News, The Daily Mail and The Mirror.

BBC Pura coverage

When you’re setting out to publicly talk about a particular cause, such as helping to save the planet, it’s crucial to critically examine claims and statistics in order to make sure you don’t end up creating a PR disaster over a PR coup.

Here at Source, we will make sure that you have nothing going on in your business that will contradict the claims you want to state before we speak out loud about them. This can make the difference between a PR crisis or a PR celebration.  If you think we could help you with your paid, earned, shared and owned media activity, then get in touch.

Do We All Have The Same 24 Hours In A Day As Molly Mae?

Written by our Senior Account Manager Jessica McDonnell

There’s an age-old saying in the industry: ‘there’s no such thing as bad PR’. This is a statement that for the most part I’m inclined to agree with.  

Unless you’ve been hiding under a rock, you’ll have likely seen the online backlash that 22-year-old social media influencer, businesswoman and reality TV star Molly Mae Hague has received. The reaction is off the back of comments made on a recent podcast. In Steven Bartlett’s podcast ‘Diary of a CEO’, Molly talks about how we all have the same 24 hours in a day as Beyonce. In Molly’s words, “I just think you’re given one life and it’s down to you what you do with it. You can literally go in any direction.”  

Molly, who in 2021 was appointed creative director of fast fashion brand Pretty Little Thing, has been slammed across the press and social media, being called ‘tone deaf’, ‘a hypocrite’ and ‘out of touch with reality’. The comments have also unearthed allegations of PLT paying workers just £3.50 per hour to work in their factories. 

However, many have leapt to Molly’s defence, stating that this short clip was taken out of context and in fact, podcast host Steven Bartlett agreed with the comments and has not received any backlash. 

The question is, is all this publicity going to have a long-term impact on Molly Mae and her brand?  

Social inequality has been placed at the forefront of many people’s minds due to the COVID19 pandemic, and arguably awareness on the devastating impact fast fashion can have on the planet is increasing, so the comments possibly couldn’t have surfaced at a worse time for Molly.  

During the backlash, the press reported a huge spike in searching ‘how to cancel PLT order’ by 2,967% – so that’s not ideal! However, as with many media scandals, these things are often short-lived. Remember when one half of TV presenter duo Ant and Dec, Ant McPartlin, was convicted of drink driving? He was back in the nation’s good books by the following year. Pop favourite James Arthur once sent abusive tweets to One Direction’s Louis Tomlinson and former X Factor winner Matt Cardle and has gone on to sell over 30 million records worldwide. 

Like any good PR team, Molly Mae’s people have released a statement defending the words she used and she herself has released an apology on Instagram, stating that her words were meant to inspire rather than offend. While we must always choose our words wisely, I don’t think that it’s fair to ‘cancel’ a young woman, for some potentially naive words. It will be interesting to see what Molly and her team do next to help with image damage control, watch this space! 

If you’d like assistance with your business’s social media (drama-free, we promise) then visit Source PR’s social media page and find out how we can help you. 

Photo by Pixabay from Pexels

Our Tips On Securing Media Coverage

Having worked both as a journalist and a PR person for nearly a quarter of a century, I have had a few years of trying to figure out what works when it comes to securing coverage in the media.

My take on it is there are a lot of factors to getting your news written about. But it really isn’t a dark art.

Here are a few tips on what works.

Make it newsworthy

The number one priority when trying to get a journalist to cover your news, is that it has to have a strong news hook. It needs to pass the ‘so what?’ factor. Don’t go to them with a weak story.

What makes a good news story is a whole blog post in itself but there are some basics to consider.

Is it of interest to the readers of the media outlet and is it the sort of story it normally covers? Look at what information creates headlines and what the media has written about other companies.

Just a side note on this though. You can have the best story in the world, but if it’s trumped by a bigger event or your timing’s off then you can definitely still fail your goal. Make sure you’re aware of the bigger news agenda that’s going on or coming up so you don’t try and compete.

Also, make yourself familiar with the media’s deadline. If you want your story to appear in print, you need to know when each copy/issue goes to bed, for example. When is all the editorial signed off?

It needs to be personal

Whilst it’s not always true these days that ‘people buy from people’ due to the marvellous invention that is the internet, it is still true that the personal touch goes, a very, long way.

This is important when you send out an email to a journalist with news attached. Don’t leave the greeting a blanket one. Use the person’s name when addressing them, not just a ‘hello’ or no greeting at all. No one wants to feel like they’re getting an email that’s gone to everyone. Everyone likes to feel that something is tailored to them.

On top of that, what’s going to get you the best chance of coverage is building a relationship with a journalist. Years ago, relationship building was about lunches, drinks and coffee but now it’s more likely to be about email or social media rapport.

Plus, you need to earn trust, which can be achieved through always providing a strong news story (see above) that’s relevant to the journalist’s readers. If a journalist knows that you always provide a decent story, they’re more likely to open your email from the very many they receive each day! This is the first hurdle you need to get past.

Always do what you say you’re going to do

Talking of trust, obviously working in PR is not always about being proactive, sometimes it’s the reactive activity that can land you the best results. We see this often here at Source PR.

That’s why, if you get an enquiry from a journalist, it’s imperative that you get back to them within their deadline. Not only does this give you the best chance of getting your client included in a news story, but it also shows that you are a reliable PR who can provide relevant information for a story on time. This means the journalist is more likely to think of you next time they need something.

If the journalist is reaching out to you, rather than you chasing them, then you’re definitely winning ☺️

From Journalism To PR: What Have I Learned During My First Month At Source?

It’s been roughly a month or so since I started my role as an Account Executive here at Source, and the time has flown!

So, with that in mind, I’m going to try to give you a brief synopsis of what I’ve learned during my first month.

One thing has become immediately clear since moving over from journalism and into PR and marketing – I’m having to employ a high level of proactivity that, perhaps, my previous roles didn’t necessarily require.

I’m no longer reacting to press releases appearing in my inbox, interviewing business leaders, or hounding the phones for potential news stories.  Instead, I’m having to think outside of the box a bit, juggle different client needs, and deliver on the campaigns in place – all of which is an enjoyable challenge.

What does that involve then?

Well, rather than searching for stories, I’m searching for publicity opportunities for my clients at Source. For example, interview or feature opportunities for client businesses or submitting awards as they’re a great way to enhance their reputation and build credibility.

Social media is also increasingly important to client businesses and to ignore it would be suicide for a company looking to broaden its customer base. At Source, I research and create posts for my clients that cover a wide variety of topics, from industry news, people developments to charity initiatives.

Writing social media posts is a small contribution, but a few posts a week can keep your followers in the loop with regards to what’s happening on the inside, and what a company is doing to either improve its reputation or give back to the community.

It’s also been rewarding to get a better feel for some of the company’s software which helps identify and target key journalists or influencers and the social media scheduling and analysis tools which ensure we target the right post at the right time and to the right audience.

Time allocation

At the moment, I still feel like I’m getting to know Source PR, how we operate and, of course, my clients, but everyone here has been really helpful since I’ve arrived and I’m certainly starting to find my feet!

So far, I’ve also spent time has been spent writing blogs and building content for client websites, which has also really helped me get to know them. Curating the weekly social posts for the clients I look after is another great opportunity for me to familiarise myself with them, their industries, and the top industry publications.

But, because of the more proactive nature of PR, I’m starting to realise that the sooner the more ‘scheduled’ tasks can be done, like the socials, for example, the better! This then allows more time to look for new client opportunities or to add value to campaigns which helps cement existing relationships.

How’s it going?

In summary, I’m really enjoying it so far! I know which aspects of the role I can make my own and where my strengths lie, but I also know what I need to do to become a proficient Account Executive. Hopefully, with the easing of Covid-19 restrictions, I’ll be able to head out and meet with some of our clients, too – it will be good to put some names to faces! So, as far as I’m concerned, it’s onwards and upwards from here.

 

Crisis Communications & Why You Should Have Plans In Place

An organisation’s reputation is intrinsically linked with its ability to secure sales, attract top talent or even to charge a premium. Well regarded business also benefit from loyal customers who buy a broader ranges of goods and tell others.  So if reputation is all important why not ensure you have you crisis communication plans in place?

As Benjamin Franklin said; “It takes many good deeds to build a good reputation, and only one bad one to lose it.” Sadly however, most organisations do an inadequate job of managing their reputations, only focussing their energies when a problem has already surfaced.

So what should companies do to protect against reputational damage? The answer depends on the type, complexity and size of the organisation but there are some basic rules of thumb.

Firstly; have a crisis communications plan in place. Organisations should ensure they have the capability and capacity to  respond to negative press, social media or customer complaints. Issues can move quickly but can often be predicted – having a crisis communications plan allow a company to be responsive, co-ordinated and consistent in what it wants to convey, to who and when.

Secondly, be honest.  An organisation that communicates honestly can even build greater trust with its stakeholders in the long term, while one that appears dishonest can undermine confidence and prolong a problem.

Thirdly, get support.  When a crisis hits it can be all consuming.  Customers, suppliers and employees will all need reassurance as well as the media and/or any public authority.  All should be included in the crisis communication plan but business leaders should focus on what they do best and seek professional support to help in other areas.

Identify the members of the crisis communication team and can allocate roles and responsibilities.  This can include simple actions like who should act as spokesperson and whether more than one is needed depending on the enquiry?  Also consider who will field media calls, monitor social media and is there back up required for each role?   The plan should include contact information for all team members including personal mobile phone numbers.

A crisis communications plan shouldn’t predetermine what to say and don’t script the responses – instead focus on developing the key messages you can plan in advance as well as key company information.  Where possible anticipate what the questions may be and how the organisation should respond.  In preparing the responses, consider the who, what, when, why and how and the below offer a useful guide:

  • What was the cause of the crisis?
  • A brief description / understanding of what happened
  • Provide a timetable for future plans and actions
  • Communicate compassion for any victims of the crisis
  • Involve supporters and any emergency service responses

Although many crises can’t be planned in advance, there’s no excuse not to have a plan in place for when one crops up.  The old adage stands true that “if you fail to plan, you plan to fail”, often with devastating consequences to an organisation’s name and all important reputation.

To help develop your crisis communication plan, contact a member of our experienced team and let us support you through the process.

Is It Ever Okay To Create Your Own Communications Channel?

With the news that Donald Trump has created his own platform to communicate his messages directly to those who want to read them, we’re asking: is it ever OK to create your own communications channel?

 

One of the reasons Trump has set up his own ‘social media’ channel is because he has been banned from Twitter, Facebook, Instagram and YouTube – although despite claims from his office of it being a social media channel, I would say it’s actually more of a website/blog.

 

In PR, we use various tools to get the message out there. One of the main ways is by getting positive coverage for our clients in the media. ‘The media’ ranges from national TV, radio and newspapers through to regional papers and websites to trade magazines and online equivalents. Whichever media is most read by the audience that the client is trying to reach, is the one that works best.

 

Credibility through media coverage

 

The thing about getting the media to write about a company is that it’s not the company itself saying how good it is, but a third party. Third party endorsement is much more powerful than taking out an ad in the media, which is like saying yourself how good you are. Who says?! Consumers of that media know that the company has paid for that ad and it comes direct from them.

 

Readers/viewers/listeners of a news story are receiving it from an independent trusted source not associated with the company the news is about. Much more powerful and credible.

 

Compelling content writing

 

But of course, that’s not the only way we get messages out there about our clients. We do get them to communicate directly as well. Whether that be through creative and interesting content on their website, in the shape of blogs for example, or through engaging content on their social media platforms or through newsletters to their subscribers.

 

By communicating directly, a company has more control over what is written, and of course that’s what Donald Trump wants, especially as he has been so famously vocal in the past about ‘fake news.’

 

Newsworthy or not?

 

So is there anything ‘controversial’ in what Trump has done? No not at all, it’s a standard way of a person or an organisation communicating its messages directly to an interested audience. In fact, I would say despite the media attention it got, it’s not even that newsworthy.

 

But of course, it’s the person behind it, along with his infamy, reputation and social media bans that has got the media’s attention. That and whatever content he might publish on there when he will not be under the constraints of presidency and regulated social media rules. Hardly any new blogs or websites would get this sort of attention, and as a PR agency we would welcome this amount of media attention for our clients!

 

Our verdict

 

So yes, we would say it’s definitely OK (and, in fact, a good thing) to communicate directly with your audience as long as the content is relevant and compelling. But do it alongside other activities and get third parties to tell your story as that’s much more powerful. I can tell you how great I am, but if someone else tells you, you’re much more likely to believe it!

 

To find out how we can help you communicate directly and through the media to your audience, please have a look through our case studies, follow us on social media and get in touch on the phone or through email – 01829 720 789 / janet@sourcepr.co.uk.

 

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IS LOCAL MEDIA COVERAGE JUST AS VALUABLE AS NATIONAL MEDIA COVERAGE?

At Source PR, we have plenty of experience gaining coverage for our clients, from the nichest of publications to some of the UK’s largest. From the BBC News to ITV, the Mirror Online and the Financial Times, we’ve got a track record we’re proud of.

 

But we’re no stranger to local media, either. In fact, a majority of our press releases go directly to local media journalists and publications. Forming good relationships with journalists and keeping up-to-date with the goings on of regional media is essential to our role in securing coverage for our clients.

 

But with smaller readership numbers compared to national media, is local media worth trying to get coverage in?

 

We say a resounding, loud yes: and here’s why.

 

1. A relevant audience

 

It’s obvious that directing a press release towards those who will benefit from the information most is the best course of action.

 

We work with Cheshire pubs for whom the target audience of their coverage is, naturally, local readers and viewers. While a viral Buzzfeed article or a national news story on BBC News is certainly not going to hinder their business prospects, it goes without saying that a pub first and foremost has to win over the local residents – and keep them coming back.

 

Targeting local media is the best way of helping them achieve this goal, both for online and offline coverage.

 

It’s not only smaller businesses that try for coverage in local media, either: national corporations that run campaigns and events in one particular area benefit from the local media’s ability to inform local residents, meaning they’re perfect to use for advertising and features.

 

Whether it’s a pub, a logistics company or a builders’ merchants, at the end of the day, it’s those local to the business who will be giving the business the most trade – so it makes perfect sense to reach them in their local media.

 

2. Trust is key

 

Did you know that, according to an American-based study by the Knight Foundation, local journalists are seen as more caring, trustworthy and unbiased in comparison to national media journalists?

 

The same study found that 45% of participants trust local news reporting either ‘a great deal’ or ‘a lot.’ Currently, there is a lot of mistrust for mainstream media from all sides of the political spectrum: from Donald Trump’s infamous rhetoric of citing news outlets such as CNN as ‘fake news’, as covered in our previous blog; to complaints in the UK of biased reporting from the big news outlets such as the BBC, sparking a national conversation about the need for a TV license fee.

 

Right now seems like the perfect time to invest time and energy into local media, which not only has the trust of its readership, but also keeps them informed of the most immediately relevant information to their day-to-day lives.

 

3. Keeping connected

 

Similarly, readers tend to feel more connected to their local media than to national media. A Government-backed study found that for every percentage point growth in a local daily newspaper’s circulation, local electoral turnout goes up by 0.37 percentage points. Informing readers of relevant local happenings leads readers to being more in-tune with goings on of their town or city, thereby making them feel more active participants in local democracy.

 

Some corporations have intervened in order to help keep local democracy thriving. To help combat the deficit in local news reporting, the BBC launched a Local Democracy Reporting scheme, which created up to 150 new jobs in local media throughout the UK. The reporters cover top-tier local authorities and other public service organisations.

 

In Facebook’s new ‘journalism project,’ the social media giant posits an initiative specifically for local news, stating that: “We will be collaborating with news organizations to develop products, learning from journalists about ways we can be a better partner, and working with publishers and educators on how we can equip people with the knowledge they need to be informed readers in the digital age.”

 

As Facebook has, in the past, come under fire for its lack of scrutiny of ‘fake news’, this is a great way for the corporation to step in and help make local news more accessible and verifiable.

 

Keeping it local

 

Some people think they have only made it in the world of PR if they’ve secured national media coverage. We say there’s a lot more to being successful in PR than only targeting the nationals. Targeting where your customers are reading is where it’s at, always.

 

Need some advice?

 

If you’d like some tips and support on the best ways of getting coverage for your business, you can get in touch with our friendly and experienced team via our website. We’re also on Facebook, Twitter, LinkedIn and Instagram – why not follow us?

 

 

OUR TOP PR CAMPAIGNS OF 2020 (SO FAR)

As the year draws to a close, we’ve taken a look at some of our favourite PR campaigns of 2020. A difficult year to say the very least, there’s been a lot of red tape around executing certain marketing stunts. With not one, but two national lockdowns, it’s certainly not been easy. However, a lot of brands have navigated through this year with energy, creativity and determination – certainly all things that account to a great communications strategy.

2020 has been the year where some have chosen to stop communicating, but where it has never been more important not to do so. We’ve seen our clients reap the rewards of continuing with strong messaging through lockdown, to be met with an abundance of sales after restrictions were lifted, such as Combermere Abbey. We’ve also been able to work with the likes of local charity Hospice of the Good Shepherd, who found that PR activity including, even during these strange and uncertain times, paid off – with broadcast news coverage on BBC North West Tonight contributing to over £50k raised for the charity. It pays to communicate well, and there’ve been plenty of brands who’ve proved that over the last year. Here are some of our top picks at The Source.

Our Top PR Campaigns Of 2020

Beth Ellis: KFC’s Slogan Switch-Up

Beth Ellis, PR account executive has heaps of praise for another fast-food brand, KFC, who changed their iconic slogan earlier this year in line with national hygiene advice…

“Even though the campaign came out in August, pretty late in the day after the initial lockdown in March, I think it strikes the perfect tone for how businesses should be advertising during such a sensitive time. It takes one of the most famous marketing slogans in the world and removes the part that would be deemed ‘unhygienic’ or unwise right now, without not going over the top or overly sentimental. As it’s an old company, KFC cleverly uses a photo of its original fried chicken bucket to indicate that, while things are very strange right now, life goes on and tough times will pass – worth considering that the chain was founded during the Great Depression and has seen its way through rocky times in history.”

PR campaigns 2020 - KFC chicken

Credit: KFC

Janet Hare: Alex Scheffler’s Covid-19 Book For Children

Janet Hare, client services director, explains her favourite campaign of the year that tackles Coronavirus education…

“Children undoubtedly were one of the hardest-hit groups of people when Covid-19 struck in Spring this year. Suddenly their lives were turned upside down when no school and no friends became the government ruling for several months. How could adults who were they themselves struggling wildly with the otherworldly concept of a pandemic communicate to those much younger what it all meant and offer reassurance that everything would be OK? They had no clue themselves. Suddenly faced with a situation never seen before, how could they find the right words to say the right things to the children who looked up to them for guidance and reassurance? Luckily, parents around the country were rescued by the warm comforting blanket of someone inextricably linked with a time of peace, cosiness and safety – storytime. In April, well-known illustrator Axel Scheffler, who does the drawings for many of Julia Donaldson’s much-loved children’s books, got together with his publisher at the nations’ parents time of need to create a free book to explain the pandemic through familiar and comforting rhythms of words, characters and illustrations. What children needed at a time of uncertainty surrounded by worried adult faces and scary news bulletins was what children and adults let’s face it, always rely on, the comfort of the familiar. The digital book aimed at primary school children, ‘Coronavirus: A book for children about Covid-19’ was written with input from a professor of infectious diseases, a psychologist and several teachers and was made free to download. The publishers then went onto record an audio version of the book, read by the voice of Paddington and Paddington 2’s Mr Brown, Hugh Bonneville. Again, a familiar and comforting voice. For me, this gave me the words I needed in the right tone to enable me to help my child understand what was going on in a suddenly mad world. For countless other parents and adults, it came to the rescue and satisfied a need just at the right time. Although it wasn’t done from a place of profiteering to me timing and tapping into and meeting a need are essential to marketing a product successfully. If then you can also tap into a positive emotion, such as comfort, then that’s surely the winning combo! Since then, Axel and Julia have also got together to create coronavirus-related scenarios for some of their best-loved characters such as The Gruffalo and Stick Man lending the familiar once again to the absurdity of the current situation whilst adding humour also into the mix!”

PR campaigns 2020 Covid-19 book Axel Scheffler

Credit: Axel Scheffler

Jessica Pardoe: Burger King Says “Support McDonald’s!”

Jessica Pardoe, senior PR account executive notes one of her favourite lockdown campaigns, and this one has been considered controversial…

“Burger King’s communications strategy is notoriously famous for bashing their biggest competitor, McDonald’s. From encouraging customers to drive there, and drive away to get a free whopper, to responding to claims surrounding the unnatural longevity of a big mac by proudly broadcasting their own mouldy whoppers. Which is why, as the UK entered a second lockdown, it was a surprise to see Burger King UK encouraging their customers to actually support no others than their arch enemy McDonald’s, as well as other big competitors. I personally really liked this as it was bold enough to win them plenty of press coverage, as well as generating a lot of conversation on social. The only issue with the campaign is that they could have perhaps encouraged customers to shop smaller independent businesses, rather than the large corporations that are already probably sitting on a great deal of money. At the end of the day though, what Burger King opted to do had a bigger talk-ability impact and you have to weigh up those kinds of decisions with your marketing.”

PR campaigns 2020 Burger King visit McDonalds

Credit: Burger King Twitter

Evie Shaw: “Thank You For Not Riding With Us” By Uber

Evie Shaw, Account Manager, gives kudos to Uber for encouraging people to stay home…

In the fast-paced world of marketing & PR, the main goal for a brand or a business is always to subtly (or not so subtly) push a product or a service.  We’re exposed to numerous campaigns every day; some stand out and some don’t. This year Uber caught my attention and it wasn’t because they were advertising their app or service. Uber was actually thanking people for not riding with them and asking viewers to, “stay at home for everyone who can’t”. The brand created an ad that was relatable to every single person in the country and the world. It shows scenes of family members saying hello through a window, friends sharing a glass of wine on Zoom and families doing home workouts with the dog getting in the way!  Although 2020 has been an incredibly hard year for everyone, Uber touched on the elements of togetherness and solidarity that have come from lockdown and the “stay home” message. Yes, Uber wasn’t advertising themselves, but they were still able to highlight their brand in a positive way and as we come to the end of 2020, the Uber ad is one that I’ll remember for being heart-warming and supportive.  It was a great piece of PR for the brand and a positive reputation-building exercise.

Louis Hill: Captain Tom’s Triumph

Louis Hill, Managing Director of The Source, praises our new national treasure, Captain Tom Moore…

There have been some amazingly creative campaigns throughout 2020, but we should at least mention the government’s efforts in raising public awareness of how to best protect ourselves, the NHS and others from the threats posed by Covid-19. Using simple communications and an easy to recall “hand, face & space” mantra, the public was able to easily understand and take action.  The communications show how a simple message can be easily carried in the media, over the airwaves and on-line – particularly when reinforced by a range of commentators and celebrities, all supported by clear visuals.  Sadly the communication is in sharp contrast to current messaging surrounding the UK’s complex and overtly complicated and divisive Tiered system. We should also pay a special homage to Captain Tom who managed to raise more than £33m for the NHS.  Again, this illustrates how a simple idea that captures the imagination can truly resonate and reach into people’s hearts and minds.  It also shows that even in this digital age, it’s the people, story and characters that matter.  Captain Tom may even have taken the title of the UK’s oldest ‘influencer’ with the likes of GQ putting him on their cover. Very well deserved and not at all bad for a centenarian…