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THE BEST CRISIS PR CAMPAIGNS TAKE COURAGE

The best PR campaigns often take courage of convictions or a willingness to do something differently in order to influence and engage with audiences to improve outcomes.  This is even more the case in a crisis PR / communications, where the stakes are high and a wrong move can be costly.

As is often the case, the risk reward equation needs to be carefully balanced, with business leaders making the call based on the advice and expertise given by their PR agency or advisors.

But equally sometimes in business, politics or society the right action just feels right, is based on a calculated risk and an intuitive understanding of the people you are looking to engage with.

There is no better example of this than the crisis communications undertaken by Chris Swanson, Genesee County Sheriff, who put down his helmet, weapons and joined protesters marking the murder of George Floyd saying, “I want to make this a parade, not a protest”.

Simply brilliant.  He had a clear understanding of his audience, the courage of his convictions and the leadership to take his team with him.  He also faced significant risks as he faced a potentially angry mob who were protesting against police brutality and who in other regions and states had clashed violently.

Swanson took off his helmet, ordered other officers to put down their weapons and smiled and high-fived people in the crowd.  The crowd responded by chanting, “walk with us!”.  So, he did. “Let’s go, let’s go,” Swanson said as he and the cheering crowd proceeded. “Where do you want to walk? We’ll walk all night.”

His leadership and actions marked a change in behaviour as well as the emergence of #walkwithus.  Several law enforcement officials have taken his lead with more in the past few days engaging with marchers and showing solidarity either by marching, kneeling or publicly denouncing the death of Mr. Floyd.

This positive and persuasive response is in marked contrast to the confrontations that have escalated and cities, including Chicago, New York and Philadelphia, where violence and vandalism have targeted police in recent nights. Videos have shown police officers using batons, tear gas, pepper spray and rubber bullets on protesters, bystanders and journalists, often without warning.  Sadly at least five people have been killed so far in violence connected to the protests that started after Mr. Floyd died in police custody.

So why was this crisis communication so successful?  It was not a crisis PR campaign orchestrated with big budgets and celebrity influencers but simply honest and genuine communications that understood and related to its audiences.

It also took a lot of bravery and showed exceptional leadership in a time of crisis.  It was however considered communications and one based on an understanding of the audience, confidence in the team and an honest appraisal of the situation.

Well done Sheriff Swanson, setting an excellent example not only in policing, humanity and empathy but crisis PR communications as well.

9 WAYS TO GENERATE PR FOR SMALL BUSINESSES & SMES

Getting publicity for your business, especially in times such as these, is important. A sound PR strategy can help to increase your leads, boost your sales, widen your consumer base and also improve your overall brand awareness. If you’re a small business or SME (turnover of around £1.5m+) it’s important to communicate with your stakeholders and spread the visibility of your brand, so you can turn your SME into a larger scale operation. Chances are, you won’t have a fully-fledged internal PR team to guide your strategies, you might be looking for a PR agency to support your organisation, but until then, we’ve put together 8 easy tips around how to get PR for small businesses and SMEs

Why Bother With PR For Small Businesses & SMEs?

But first, PR (Public Relations) is the function of protecting and improving your brand visibility and reputation.

Not only does it work in safeguarding your brand against any public backlash and handling your communication strategies in a crisis, but a great PR strategy will also help to grow your reputation and make your business name more recognisable amongst your target audience.

This can be through growing your social media following or generating awareness of your business in relevant media outlets – both of these, along with other PR tactics, work to an overall aim of making your small business name more recognisable. They include:

We will touch on them further below.

Some very large organisations may have an in-house PR and marketing team, others, as well as SMEs and smaller businesses, may utilise the support of a PR agency, like ours.

9 Ways To Generate PR For Small Businesses & SMEs

There are a number of ways in which you can generate media attention and publicity for any brand, we have covered them here. With smaller organisations, you may have to work a little harder to get your name out there – there will likely be some degree of competition no matter what industry you’re in, so you need to make your brand memorable.

From our years of experience in PR and Marketing, here’s 8 ideas we would recommend you test to generate PR for your small business

1. First, plan

Know what you want to say and mostly importantly – to whom. What are your USPs, strengths and benefits? How do you want people to see your business? This vital planning will help shape your communications that can be consistently delivered via a number of channels, be it media, social or online.

2. Turn your business stories into news

If you’ve done something amazing as a business, turn it into news and let everyone know about it. For example, if you’re supporting a cause this can help to strengthen your reputation and position you as a responsible business if you spread the word. Likewise, trade titles are often interested in appointments of senior staff. You may be surprised at what makes a good PR story. Start by publishing information on social media, and then perhaps get in touch with the local papers with a press release, to see if they’d like to write about you.

3. Be chatty on social media

One of the best ways to build your brand reputation is to maintain an active voice on social media. PR covers online presence as well as getting media coverage in print, making sure you’re putting out great content on relevant channels and engaging with your customers is a key PR tip for small businesses and SMEs.

4. Communicate consistently

Even in hard times such as the Coronavirus outbreak, it’s important to keep communicating with your consumers. Don’t let them forget about you, and then turn to your competitors instead. As a business, a loyal consumer base is vital so ensure that you remain a consistent flow of communication through avenues such as social media, media appearances, email marketing and so on.

5. Be friendly with journalists

Even if you have no news to share, you can still get PR coverage for your small business or medium enterprise by remaining friendly with journalists; they might be looking for a business to feature in a round up piece – and could opt to use you if you’re on their radar. This tip is better matched with a PR agency, who will have a large database of journalists that they have built.

6. Make use of PPC & social ads

It’s worth considering PPC and social media advertising in your strategy, a great way to generate guaranteed exposure of your organisation. You’ll need to read up on the best keywords to target and then make sure you’re utilising the channels that your target audience frequent the most, but as with any other step, it’s important to remain consistently visible.

7. Consider influencer marketing

Working with influencers is still a viable way of generating PR for your brand, influencers are often trusted sources of information, with around half of Gen Z and millennials saying they trust their opinions. Create a database of reliable accounts and negotiate with them to promote your product or service.

8. Support charities & the local community

Everybody loves a good, positive story… So, make one. You can generate PR for small businesses, SMEs and multi-million-pound businesses by working with and supporting local charities and your community. Whether this is through fundraising, sponsorship or perhaps providing free goods and services to worthy causes. Doing fantastic things is a sure-fire way to achieve regional PR coverage for your small business at the very least.

9. Track & share your coverage

Most importantly, it’s crucial to track any PR coverage you might have achieved and share this to further strengthen your brand’s reputation. If you’re finding it hard to place where your brand might have been covered, you can set up Google Alerts for the name of your business. Be sure to share coverage on the relevant social media channels to further reinforce the integrity of your brand.

If you’re in need of further PR support, then why not arrange a free consultation with us to see how we can help strengthen your reputation and grow your brand. The Source PR is a PR Agency in Cheshire, North West, with over a decade of experience in supporting SMEs to larger corporations with PR, social media, marketing, SEO and more.

WORKING WITH INFLUENCERS IN 2020: EVERYTHING YOU NEED TO KNOW

According to the annual UK influencer survey, a yearly research piece published by Vuelio in partnership with the Canterbury Christ Church University, there has been a year on year increase in the amount of earned and average income of influencers in the UK – this includes bloggers, vloggers and instagrammers. Today, we wanted to talk to you about working with influencers in 2020, covering:

The State Of Influencer Marketing In 2020

According to the findings mentioned above, around 1 in 5 influencers say that it is their main source of income, this is twice as many as in 2016. This tells us that the influencer marketing industry is on the rise, and therefore is still – as ever – a profitable means of generating publicity for your brand (if utilised correctly, which we’ll cover further down).

A quick look at Google Trends will also tell you all you need to know about the state of influencer marketing over the past years, ending of course, at the present day in 2020.

Working with influencers - State of the influencer marketing industry

Unprecedented growth in this industry means that influencer marketing is certainly a channel you should be considering in your wider communications strategy, if it suits your brand.

Influencers are operating on a number of channels, the most popular being blogs, but also across social media on Instagram, Facebook, Youtube and even TikTok. The average number of accounts that an influencer runs at any one time is 5, so there’s often a great chance that your brand will be seen by a vast audience and through a variety of media types.

The report from Vuelio also tells us that influencers are posting more frequently than ever before, with the highest percentage of survey respondents saying they post 5 or more times a week – meaning there’s plenty of opportunity for sponsored content for marketers and brands.

Working With Influencers: What Do You Need To Do?

If you’re a brand owner, working with influencers could be a golden opportunity. But how do you work with influencers? There are a few grounds rules that you should follow…

  1. Do your research

Before going out on a whim, do some background research into what kind of influencers you want to promote your product or service. Be mindful, though. Googling ‘fashion influencers’ will often turn up the most popular influencers out there, but these people tend to charge thousands for a single post, that’s if they’ll even consider your brand – if you’re just dipping your toe into influencer marketing, you’ll want to find more mid-tier accounts that have a loyal following but that won’t cost the earth to utilise. You can do this by looking through Instagram and in Facebook groups, or better yet, work with a PR agency with experience in working with influencers, and tell them your goals.

  1. Target the right audience

Be sure that firstly, your brand suits influencer marketing (you can determine this by cross referencing your target audience against demographics of different social media channels). Then, you’ll want to utilise influencers who are based in your niche. The most popular areas of influencer marketing are fashion and beauty, travel and lifestyle – if your brand fits into these sectors than working with influencers is certainly an avenue worth exploring.

  1. Make sensible offers

Vuelio’s UK influencer survey found that most influencers received between £1 and £100 per sponsored post, and over half of influencers said they would reject a pitch due to lack of sufficient compensation. Most influencers will promote a product or service for a fair price so long as it is relevant to them. However, you do risk harming relationships if you do not make a sensible offer. Brands will pay influencers different amounts depending on the type of content required, and to answer the question: “can I work with influencers for free?” the answer is yes, sometimes. According to Vuelio, 23% of influencers have produced branded content without any compensation, mainly because the pitch sent to them from brand or PR added value to their audience. Just be careful and considerate when making contact for the first time.

Working with influencers survey

  1. Set goals and follow them

As with any type of marketing, you’ll want to set goals and use KPIs to track them. What do you want to achieve with your influencer marketing? Is it sale of products, brand recognition or simply just more traffic to your website? Once you have defined what you want to achieve from working with influencers, you’ll then be able to work with them on a method that best suits you. It could be a social media post, a sponsored blog or even an Instagram takeover.

Why Should You Work With Influencers?

If your influencer marketing strategy is spot on, then working with influencers can be an invaluable experience for your brand. Why?

  • It can help to grow your following on social media channels
  • It creates endorsements for your products or services
  • It can drive traffic to your website or social media pages
  • It can result in sales of your product of service
  • It can create testimonials for your brand that can be used at a later date
  • It can help build your brand image and by creating a positive association with a prominent person
  • It can help reach your target audience in a new and exciting way
  • It can help find a new audience of potential consumers for your brand

For assistance with your influencer marketing strategy, call us on 01829 720 789 or send us a message for a free consultation, we have affluent experience in working with influencers and will help you open your brand to this modern way of marketing.

THE NORTH WEST PR AGENCY

This week were excited to see our profile piece appear on Prolific North as a leading North West PR agency.  Although based in Cheshire, Source PR has increased its presence across the North West and is delighted to be profiled in this way.

Award winning Source PR, established more than 10 years ago, has grown year on year and is now regarded as one of the leading PR, marketing and digital agencies in Chester, Cheshire and the whole of the North West.

The great work undertaken by the team, covering all services including social media management, B2B PR, consumer PR, design and digital communications have all been recognised by clients with some excellent endorsements achieved across the board.

The team is also recognised for the work it has done in both helping with crisis communications, stakeholder engagement strategies as well as supporting rural businesses raise their profile and develop effective marketing strategies that build credibility and deliver customer engagement.

The North West PR Agency is also well placed to provide specialist communication support for businesses looking to secure planning permissions or help with their broader stakeholder communications.  With experience of working in the property and construction sectors for decades, Source PR is uniquely placed to help businesses with a broad range of communications challenges and issues.

Most recently, Managing Director Louis Hill was asked by the national media to comment on the government’s Covid-19 communications strategies.  His comments were widely picked up in the national media including the Daily Telegraph, Daily Mail as well as The Metro.  This kind of media coverage is often achieved for the North West PR Agency’s clients – resulting in Source PR often being nominated and receiving numerous awards.

The team at Source PR comes from a wide variety of backgrounds including those with proven PR skills, journalist backgrounds or specialist social media / digital agencies.  The team is now responsible for communicating with more than a million customers on a weekly basis for its clients located across the UK.

Earlier this year, the North West PR agency has also secured it’s first international client, helping one of Europe’s leading manufacturing businesses extend its presence in the UK and to raise its profile, credibility and to share the excellent work it does with new and existing customers.

If you would like to speak with a member of Source PR’s North West PR agency team, contact us today.  We would be delighted to meet and discuss how we can help your business grow.

CORONAVIRUS CRISIS COMMUNICATIONS PLAN: HOW TO USE PR TO PROTECT YOUR BUSINESS

The rapid spread of the Coronavirus has pushed the WHO to declare a pandemic.

To date, there are around 139,075 cases of Coronavirus (also known as COVID-129) globally, 5,117 have died and cases are now found in almost every country in the world.

Stock markets have been hit and the International Monetary Fund has declared that the world’s ‘fragile economy’ could be derailed if the virus is not contained.

Coronavirus Crisis Communications Plan

Source: Worldometers

Now, the question to be raised is “how can businesses deal with the Coronavirus outbreak?”.

Read more

AGRICULTURAL MARKETING CAMPAIGN LAUNCHED TO TACKLE DEPRESSION IN THE SECTOR

Agriculture has one of the worst safety records of all industries and so a new agricultural marketing campaign to tackle the issue has been widely welcomed. Being depressed and not focused can lead to accidents – with 85% of young farmers saying there is a correlation between farm safety and mental health.

The Farm Safety Foundation, which runs campaigns such as Farm Safety Week, Yellow Wellies – Who Would Fill Your Boots and Mind your Head, funds courses to train farmers on how to deal with risks in the industry and to challenge risk-taking behaviour. The effective PR campaign targeting the agricultural sector – Mind Your Head – ran from February 10-14 and Farm Safety Week is coming up from July 20-24.

Mental health awareness is at the top of the news agenda and the farming industry is demonstrably susceptible to mental health problems; according to the Farm Safety Foundation, 84% of farmers under 40 believe mental health issues are the biggest problem they face.

The main reason is perhaps the way of life experienced by many farmers: the combination of long working hours, isolation, uncertain markets and high levels of borrowing can take their toll. As agriculture becomes increasingly automated, tractor drivers may spend days alone, often out of contact due to a lack of signal; this also applies to remote hill farmers. As well as being isolating, it is concerning in case of an accident.

Social media influence

Rural isolation can be as harmful as smoking and obesity according to a study commissioned by the cross-party Commission on Loneliness which described it as a silent epidemic, with links to dementia and poor mental health.

The value of campaigns and social media influence on rural industries is immense in helping disseminate information. Contact Source PR for advice on rural PR campaigns, rural marketing and effective social media.

STAKEHOLDER COMMUNICATIONS – FIGHTING FOR FARMERS

The high standards of British agriculture will be heralded at a London rally organised by the NFU in a bid to make the Government think twice about allowing food into the UK which is produced to lesser standards in any trade deal.  By undertaking a programme of effective stakeholder communications, the farming and food community is set to raise awareness and deliver the results and assurances they need.

The rally, on March 25 at the Queen Elizabeth II Centre, Westminster, aims to secure a commitment that UK standards will be safeguarded in trade deals to be negotiated this year with Europe and the rest of the world.

It will feature speeches from environmental and consumer spokespeople, animal welfare professionals and farming leaders. The message is that UK farmers produce safe, traceable food and this excellence must not be sacrificed in the necessity to strike free trade deals.

MPs will be invited and the event will undoubtedly put pressure on Government to avoid kow-towing to other countries. The Conservative manifesto also pledged to not jeopardise UK animal welfare standards; further influence comes from a letter to the Prime Minister signed by over 60 groups including the RSPCA and Soil Association urging the protection of food standards.

Campaign publicity

Farming is not generally an industry which takes to the streets of the capital to make demands. There’s a swathe of public support for maintaining our food standards and not allowing items such as chlorinated chicken and hormone-fed beef into the UK. The unpalatable history of big landowners receiving the largest subsidy payments is now receding, which may also generate support for the industry as it adjusts to provide public goods in return for subsidy payments: this bedrock of support lessens the potential for cries of self-interest to be levelled at farmers.

The publicity campaign surrounding the rally has already succeeded in highlighting the standards of UK farming and coverage in the weeks before the event could add further weight: the power of the campaign will undoubtedly exert pressure on Government.

For advice on successful campaigning and strategic PR, contact the team at Source PR.

DIVERSIFY, BUT TELL YOUR STORY WELL

Adding income streams through diversification projects is focusing the business brains of many farms and estates in this post-Brexit landscape. And while a new farm shop, glamping enterprise or festival requires concentrated attention, it’s also vital to think about PR and marketing for your rural business to actually tell customers about your rural business or scheme.

People are wanting more from the countryside – more to see, do and experience – and this behavioural change creates opportunities. Estates and farms may be thinking of outdoor film nights, festivals, high-end camping experiences or demonstrations of local goods: these are all great stories to tell via social media and structured PR.

Rural Marketing and brand building

Take the example of creating a high-end product by rearing extensively farmed meat;  research shows that some customers are keen to pay more and travel further to make a special purchase of say, Longhorn beef. The story that needs to be told includes the health benefits of the meat, the welfare enjoyed by the cattle, the rearing system, (e.g. a grass-fed diet) and interesting breed traits. By promoting provenance, you can build a brand.

The benefits of nature are increasingly cited as helping with mental health problems; this offers opportunities for creating low-cost schemes such as walking and cycling routes or woodland glamping. With the possibility of outdoor therapy being prescribed by the NHS in future, these are good stories to tell. Likewise, with broadband and the prospect of 5G opening up rural areas creating opportunities for diverse businesses, it’s important to publicise an exciting enterprise, engaging with the local community as well as broader  promotion.

It’s easy to get bogged down in the detail of setting up a business. A different perspective on reaching out to a wider customer base can be illuminating – that’s where professional PR and marketing come in and can pay dividends.  Get in contact with our specialist rural PR and marketing team for a free business consultation.

 

NATIONAL STORYTELLING WEEK: HOW WE USE PR TO TELL STORIES

Today marks the beginning of National Storytelling Week, a very important time for PR and marketers for multiple reasons.

You see, the basis of PR is the ability to tell a good story. As PR isn’t paying for somebody to promote your brand like you’d do with advertising (a common misconception about our sector), it’s proving to people that your brand is one worth talking about.

But how exactly can you make that happen? Well, us PR ‘Sourcerers’ have some tricks up our sleeves. That’s how.

PR People, Or Professional Storytellers?

Everybody loves a good story, you can’t deny it.

Whether it’s a book, something you read in the newspaper, or even something you hear from somebody else. It’s human nature to want to hear about new and exciting things. It’s this very nature that makes the PR industry both a successful, but also lucrative, industry.

National Storytelling Week

In one way, it’s great that people are instinctively attracted to a good story. It puts us in business. It’s what makes PR not only an affluent industry, but one that’s so important too. Because while advertising is great and very effective if orchestrated right, you can’t really beat great organic exposure for your business.

But by the same token, it’s unmistakably hard to promote a brand organically without it coming across too salesy. Whether you’re pitching to journalists, or even to the public, if it’s painstakingly obvious that your sales-led, then you can come across dishonest and interested parties will likely lose that interest very, very quickly.

That’s why storytelling is a skill, and one not everybody can master.

National Storytelling Week – How We Do It At The Source

As mentioned just above, being able to tell a great story is the bread and butter of any great PR campaign. So how to we do it here at The Source? Well, quite aptly, National Storytelling Week is just one of the ways we aim to achieve coverage for one of our brands this week.

Hooking on to the occasion, and the fact that so many will be talking about reading and books this week, we decided to seize the opportunity and arrange a donation of books on behalf of a business we represent to a local primary school, in a target area for this client. Going off previous successes, we know that journalists in the area love this kind of story and will happily write about it both online and in print, given that it’s very timely too. Being tuned in to what’s going on in the world will not only earn us some great press coverage, but gives us the opportunity to boost our brand’s CSR too.

National Storytelling Week

 

This is just one of the ways we tell stories for PR purposes in an abundance of different tactics that we’ve mastered to raise the profile of our clients, and promote their products and services to the world in a genuine and effective way. Public Relations is a complex business, but a very important one too.

It’s not easy, but that’s where we come in…

Are you looking to boost your brand’s presence, online and offline, or are needing some PR and Marketing assistance?

Please feel free to get in touch with our friendly team by clicking here. We could be the source of your business’ potential to fly high.

THE PR PUSH FOR BIG BEN TO BONG IN BREXIT..?

The PR campaign that aimed to get Big Ben to chime at the point of the UK’s departure from the EU has failed to reach the required funding to go ahead.

The StandUp4Brexit group conceded that they aren’t able to raise the required £500k to hear the bell chime in the change, saying that the £272,000 already raised will instead go to veterans’ charity Help for Heroes.

Although the StandUp4Brexit team ran a good PR and social media campaign, securing 14,280 donations from 56 countries in under a fortnight, they did not manage to get the ambitious project over the line.  They did however create a debate that trended widely across national and international media through on-line, broadcast and traditional media outlets.

Although Big Ben has chimed at significant occasions in the nation’s history, including the end of wars, New Year’s Eve, royal weddings and funerals – Brexit Party chairman Richard Tice told the BBC’s Today programme that he felt “bureaucrats in the Houses of Parliament” had blocked the idea.

In an attempt to reconcile the leave and remain public, Downing St has sought to distance itself from the Big Ben chime campaign, instead focusing on plans to mark Brexit Day with a less ambitious PR campaign – preferring a simple illumination of the whole Elizabeth Tower.

PR Campaign Evaluation

If evaluating the success of Standup4Brexit’s campaign, on one level it has clearly failed in achieving its principal aim of securing the funds needed to fulfil their aims.  However, as often with PR, it has undoubtedly succeeded in getting its messages, story and position to a wide audience.  It’s created engagement and debate while also successfully linking to its core messages around sovereignty, self-determination and ‘Britishness’.

The campaign has also pressured the government into marking the occasion with its own illuminations.  There is even rumour that a recording of Big Ben’s chimes will be played through a loudspeaker at an event in Parliament Square.  They even managed to get “provisional authorisation” from the Office of the London Mayor – a staunch Remainer.

So perhaps the Standup4Brexit campaign was not a total failure after all, but let’s hope the next concerted PR campaign is focussed on healing the Brexit rift.  If used correctly, PR is uniquely placed in its ability to bring people together – then the nation will certainly have something to celebrate.

Contact the team if you’re looking to crowdfund for a campaign or if looking to raise your profile amongst influential audiences and stakeholders.