Tag Archive for: Chester PR agency

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

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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?

 

 

PR ADVICE – CAN DEMOCRACY SURVIVE WITHOUT INDEPENDENT MEDIA?

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Anyone offering PR advice to Donald Trump must have earned their corn attempting to manage his messages or even keep control of his diverging news agenda. The difficulty of offering PR advice to Donald was that, on average, the Whitehouse Director of Communications lasted just 150 days, barely enough time to effectively influence the strategy, direction or messages let alone establish working relationships with the media.

The Trump Effect On The Changing Media Landscape

During the latest presidency we have also seen a further dramatic shift in the media landscape with the emergence of ‘fake news’, direct communications through social media platforms such as twitter and a growing lack of trust in the media. This is a problem as a free and independent ‘Fourth Estate’, is supposed to hold power to account, an important element in democracy and debate.

The changing landscape has resulted in unprecedented scenes with the need for 20,000 troops to gather in the US Capitol to oversee the safe transfer of power in ‘The land of the free’. This issue has risen largely due to maverick communications and loss of control. Sadly, the storming of the Capitol buildings could therefore be a sign of things to come.

This ability to bypass an independent and regulated media has significant repercussions, particularly if the presiding narrative is that they are trying to steal the election, to not trust the media or the whole establishment. In situations like this where do you turn and who can you trust?

Would Trump Have Fared Better With Good PR Advice?

The need to be held accountable or to win an honest argument no longer applies, as communicating directly through social platforms is proven to be more effective. In Trump’s case he had more than 88 million followers on Twitter – considerably more than the readership of all the major US news outlets combined.

The net result however is illustrated by a poll in December that shows that 40% of Americans did not believe that the election was fair. This is further compounded as nearly 75% of those who voted Republican feel the election was stolen. This is despite the fact the mainstream media reported that 60 post-election lawsuits in multiple states all found that there was no fraud and that the result was fair. Logical debate is simply stifled by volumes of unproven and often unprovable claims.

It’s clear that the trust has gone and that the media are no longer seen as fair and independent reporters of the truth. The ‘lies and denies’ have gained traction and land on fertile ground particularly when communicating to an audience of followers who have built relationships with you online and who no doubt already replicate and share the same views.

Rebuilding Trust In A Post-Trump-Power World

The media also need to play their own role in rebuilding trust. There is a negative spiral occurring where media companies are not reacting to the changing landscape quickly enough or attracting the investment needed to support quality reporting. There is still a legacy of political influence or grudge bearing which needs to be overcome as it leads to poor journalism and subsequent declining influence / sales and so the cycle continues.

Social media platforms started introduced ‘fact checking’ tabs in Spring 2020 to try and manage the number of misleading claims sprouting on the platforms, but when the claims come from an historically credible source such as the President of the United States then the problems are clear. Again it comes down to who to trust – who do you believe? The large tech firms determining what’s accurate or not, the President of the US, commentators or the media?

The Wider Impact On The World

When examining the issue in context of the coronavirus pandemic the problem continues. For example, currently opinion on the vaccine is divided – with some keen to take and roll out while others believe that it’s all part of a wider conspiracy as a result of information they have listened to online (ranging from Bill Gates to 5G conspiracies). The net result however is that nearly two thirds of Americans suggest that they won’t take the vaccine right away, presenting a significant health risk to the country and an even slower recovery and return to normal.

The answer however is not to ban certain users as tech giants themselves are not regulated enough to determine who has the right to opinions. Don’t get me wrong, I believe that anyone making comments on social media platforms should be held accountable but the right to the first amendment must be paramount. That does not negate the option to prosecute racist, homophobic or inflammatory comments or to give temporary or increasingly long bans if users continue flout the rules / laws.

By determining who uses their platforms sets a precedent that may come back to bite social media companies. What happens when they are pressured to ban individuals due to one off political or cultural views or even non-related actions – simply because they do not conform to the new normal. It would be a victory for the woke but a problem for debate and therefore ultimately democracy.

The consequences could ultimately put into doubt the future of an open and free internet. How can a handful of tech bosses make decisions on who does and doesn’t have a voice on the internet? If they do then surely they should themselves be open to more scrutiny?

Where does it all stop? The ‘wokeball’ effect is already taking place with other platforms being pressured into taking similar action with facebook, YouTube and Snapchat also banning Trump. What about holocaust or climate change deniers, devout religious groups, more extreme political parties or even celebrities pushing their own agendas…?

Is Senior Counsel And PR Advice The Answer?

So, what’s the answer? Debating and arguing over differing opinions are as old as humanity itself and are instrumental in a real democracy. Debate needs to be encouraged and media companies should share both the platforms and opinions, rather than ban people or get involved in personal spats where there is a risk they become the story. Media companies should have greater support or regulation in managing their newfound power (already enough to silence the ‘most powerful man on earth’) and commentators / influencers should be open to debate as well as scrutiny.

If offering senior counsel or PR advice to corporates or individuals the same principals should apply. We would always advocate the importance of being honest, to be able to look yourself in the mirror and justify your decisions but most importantly know what you or your business stands for and be consistent to the delivery.

JO MALONE’S MISJUDGEMENT – THE IMPORTANCE OF STAYING ON TOP OF CURRENT AFFAIRS

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While some businesses have folded due to the impact of COVID-19, others have managed to find their feet during it. We’ve seen tongue-in-cheek advertising slogans emerge, such as KFC’s switch from ‘It’s finger lickin’ good’ to ‘It’s good’ as a reference to the importance of hand-washing and personal hygiene,  showing an increase of sense of humour in brand communications in the past few months – a far cry from how we were all feeling back in March.

 

Staying on top of current affairs has always been an efficient way of plugging into the latest trends and hot topics, from newsjacking in PR, to keeping your social media strategies relevant. Gymshark is particularly adept at this, whether it’s voicing their support for the Black Lives Matter movement via a $125,000 donation, or something smaller, such as using the latest Twitter meme format to generate a healthy volume of engagement.

 

 

 

But it’s not just important for brands to stay on top of current affairs for their own inbound marketing, it’s also an essential way of knowing what not to say and do.

 

Gently does it

 

Jo Malone (the brand, not the person – she sold the company in 1999) recently faced backlash for exactly this. The candle and fragrance creator changed an ad that previously starred, and was conceived by, actor John Boyega to include a Chinese actor instead. The use of Liu Haoran instead was to allegedly cater to its Chinese consumer base. The original advert explores Boyega’s beginnings in Peckham, London, with the ad even starring his friends and family. The slogan for the Jo Malone campaign was ‘A London Gent’. With Boyega’s London roots, it simply makes much more sense than when compared to Haoran, who was born and raised in China. Boyega has since dropped his partnership with the company, saying that he does not condone ‘dismissively trading out one’s culture.’

 

Whilst the decision by Jo Malone was a mistake whichever way you look at it, it comes as an even bigger sting following not only the rise in protests in the last few months from Black Lives Matter, but also the actor’s own vocal support for the movement. The erasure of Boyega for seemingly no apparent reason is a reminder of the subliminal racism that is perpetuated by some within advertising industry. The Force Awakens brought in $124 million from China’s box office: though it fared much less strongly than the Avengers movies due to the lack of a nostalgia from Chinese viewers, there’s no doubt that he is known not just to Westerners, but Easterners too.

 

Keeping it current

 

If the powers that be at Jo Malone had their fingers a little more on the pulse when it comes to current political situations, would they have continued with the replacement of John Boyega for their Chinese advert? It’s difficult to say – many more factors must have been at play behind closed doors. But what we do know is that the company would have retained its partnership with the actor. There’s also no doubt that the Jo Malone will have lost the support of some of its British customers in the wake of the upset – something that could have been avoided with a little more planning and consideration for current affairs.

 

Whilst an outright support for Black Lives Matter is a risk some brands simply won’t take, many are. Some, simply to keep their fingers on the pulse, but for others like Gymshark, it’s a clear expression of their brand values.

 

Get in touch with us

 

At Source PR, we always have our eye on the ball when it comes to all things digital. For advice on PR, digital marketing and social media, including working with influencers, get in touch with our team here.

BEN & JERRY’S SOCIAL MEDIA MANAGEMENT – VIRTUE SIGNALLING OR VIRTUAL POSTURING?

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Throughout my PR career, the advice has always been for corporates to steer clear of politics, religion or criticising the competition in the belief that it’s better to lead by example than to criticise others for the actions they take.

It now seems that view is behind the curve when looking at Ben & Jerry’s latest tweet to @PritiPatel which challenges UK policy on the management of illegal immigration as well as the crisis that is currently happening in the Channel.

On the surface, it makes a lot of sense to raise awareness of the social issues and highlight the fact that we are all people living together on one planet.  It’s also right to raise the issue faced by people caught in wars and torture as well as the brutal realities of climate change.  But should an exclusive and pricey ice cream brand to be leading the charge?

In fairness, the messaging reflects the views of B&J’s customers, the hippy ideology of the founders as well as the brand’s long-standing social principles.  It’s also positive that a business with more than 450k+ twitter followers is using its might to raise awareness.  Even from a communications perspective, at least they are taking a stand and saying something rather than the bland, generic guff that many corporates are guilty of sprouting.

Virtue Signalling or Virtual Posturing

However, before being so bold you need to make sure your own house is in order as your actions will invite scrutiny.  This scrutiny will not, and should not, be limited to the topics the brand chooses to engage in – but all areas of its operations.  This could include; what is the company doing to support climate change, how can it justify the price / profiteering of its products, are they ignoring the critically high obesity levels in the population or even what action is it taking to actually support the plight of refugees?

This scrutiny could also be applied also to the parent company Unilever who bought the brand for $326m nearly 20 years ago.  Only yesterday, ‘Unilever’ was one of the top trends on Twitter throughout the day, as many pointed out that they have issues closer to home that such as whether they are guilty of marketing a ‘skin lightening’ cream to people of colour, the exploitation of vulnerable parts of the world or even tax avoidance – that indirectly leads to less money being made available to house refugees?

To gauge people’s views on the matter my colleague @jessicapardoePR undertook a quick twitter poll and found that two thirds of responders (75+) were in favour of the company’s stand.  Although just a snapshot, this is revealing as it’s clear consumers want the brands they associate with to reflect their own ideology.

With the growth in social media and more direct communications, brands are now better placed than ever before to manage their own messages.  Previously they would have had to use the media as a mouthpiece and face the additional scrutiny that this entails.

Social media platforms are however notorious for having a life of their own with innocent or well-meaning tweets often spiralling out of control when twisted by a ‘woke world’ or those with an axe to grind.

The virtue signalling of Ben & Jerry’s latest tweet has indeed attracted such criticism, but as with most effective PR strategies, this has just extended its message and helped to position the business as a champion of cause related campaigning.  It’s a risky route to take but in the case of founders Ben Cohen and Jerry Greenfield, fortune seems to favour the brave.

 

PR AND MARKETING FOR CHESHIRE’S MOST ICONIC PUBS

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Two of Cheshire’s most iconic pubs have called on Source PR to help support them with their PR, social media and content marketing as they look to reengage with customers after lockdown.

The Swan in Tarporley and the newly refurbished Lion in Malpas, both part of The Bear Inns Group, have benefited from multi-million pound investments and refurbishments and are now looking to raise awareness of their features as well as re-engage with the community.

The Swan, an historic coaching inn dating from 1565, has been an integral part of the South Cheshire community for over 400 years.  The refurbished pub maintains its characterful Georgian features including log fires and rustic decor in keeping with its coaching inn roots.

The Georgian coaching inn offers 16 double bedrooms all of which are en-suite.  Located in the main building, or the adjacent coach house, the rooms have been recently refurbished to offer a unique and characterful place to stay in the heart of Cheshire, just eight miles from Chester, and only a short commute to Manchester or Liverpool.

To support the local community, The Swan has joined the Government initiative, ‘Eat Out to Help Out’.  The new government scheme incentivises customers to eat out in their favourite eating establishments by giving them a discount which the business can then claim back from the government

The Lion is a fully renovated country pub with double bedrooms set in the heart of Malpas, one of Cheshire’s most picturesque villages.   Formerly The Red Lion, the site dates back to the 16th Century and has welcomed locals and visitors for centuries.  Scheduled to reopened in Autumn 2020 after extensive renovation and refurbishment, the pub now offers a large open bar area with a range of quality local ales and lagers, wines and spirits as well as classic cocktails.  The area has been cleverly segmented to offer a cosy spaces with fires, open bar area as well as relaxed and more formal dining areas throughout.

The complete renovation and refurbishment saw the addition of 16 double bedrooms.  Residents are offered a range of beautifully decorated rooms, each named after local Cheshire villages. The double rooms are all en-suite and have been designed by award winning Lister Carter, a leading interior design company.

Louis Hill, Managing Director of Source PR, says: “Pubs are an integral part of the community, providing not only an excellent pace to eat and drink but importantly a place for people to come together.  We love pubs and this could not be a better PR brief for us to get stuck into.”

Source PR has a track record of supporting the opening of pubs, bars and restaurants having supported Cheshire Cat Pubs & Bars with their seven pubs across the UK, culminating in them winning the UK’s Best Pub.  The team also helped Jerry Brunning, founder of Brunning & Price, when he returned to the sector with the launch of the Swan in Marbury.

THE BEST CRISIS PR CAMPAIGNS TAKE COURAGE

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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.

WORKING WITH INFLUENCERS IN 2020: EVERYTHING YOU NEED TO KNOW

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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.

IS IT POSSIBLE TO WORK JUST AS PRODUCTIVELY FROM HOME?

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If quarantine has taught us anything about ourselves, it’s whether we can – or can’t – work from home effectively. Past studies, such as this one of a call-centre in China, have shown that, contrary to popular belief, productivity actually increases when staff work from home. Though gossip serves a purpose in the workplace (some might say an essential one), eliminating this aspect of the workspace is bound to increase productivity. A further study by Airtasker found that not only were employees healthier when working from home, but they were also on average working 16.8 more days a year in terms of productivity.

However, there is definitely a sense that some people just simply aren’t suited to working from home. Those who suffer from attention disorders, such as ADD and ADHD, find it particularly difficult without the structure and supervision of the office workspace. It’s hard enough for lots of us to stay off the (non-work related) social media when you need a distraction – particularly as the news is now ever-shifting, constantly updating us with legislation changes, statistics and advice.

So, to help you keep inspired, we at Source have compiled a short but sweet list of tips to help you work effectively from home.

  1. Listen to music. While some may understandably find this distracting, others find that listening to ambient or instrumental music while working does wonders for their concentration. This works in particular with over-ear headphones if you have noisy neighbours or a lively household!
  2. Work in a tidy space. This means you won’t have the temptation to get your Mrs. Hinch on – even if that is a productive form of procrastination. Plus, a tidy desk is a tidy mind!
  3. Work smart. If you’re in a slump, for whatever reason, leave the desk and come back when you’ve refreshed with a walk or a tea break. Globally, anxiety levels are naturally high right now, so it’s sometimes better to reset yourself with a break from the desk rather than push on through a mental hiccup.
  4. Give yourself something to look forward to. Whether it’s watching a new episode of your favourite TV show that just dropped, trying out a new recipe, or spending some chill time with your pets, having something to look forward to at the end of the working day is a great mood-lifter. Though it might seem like our choices are limited right now, there’s a wealth of advice, workouts, recipes, and amazing entertainment to keep us occupied.
  5. Limit your social media intake. This isn’t just to keep yourself away from distractions, but also to fend off some of the negative impacts of being constantly plugged in. Though it’s good to stay informed on the new advice, I find the wealth of opinions, anxiety and anger that reverberates after every government update pretty overwhelming. Keep up-to-date, but don’t be afraid to hit that mute button.

Naturally, it’s impossible to keep completely off the timelines, and it’s always nice to see the ordinary goings-on of our friends and family on Instagram, Twitter and Facebook!

At Source, we know all there is to know about social media, digital marketing and PR, and how to tailor it to your businesses’ needs – whatever they are. Contact us on 01829 720789, or follow us on Twitter (source_tweets), Instagram (prsource) and Facebook (Source PR).

STRATEGIC PR FOR RURAL BUSINESSES IS VITAL

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Businesses in the countryside are showing great resilience in these testing times and with clever use of strategic PR for rural businesses they are winning valuable goodwill which, along with the positive use of social media, they must ensure continues post Covid-19.

Many farm shops and rural outlets have adapted their operations to run doorstep deliveries and are overwhelmed with demand as supermarkets become unappealing places to visit. While this is proving a lifeline to the elderly and isolated, the opportunity must not be lost amid the Corona chaos of highlighting the quality of local produce and its sustainability when delivered locally. Much of this demand is based on trust and a back-to-basics appeal of receiving safe, affordable, traceable, local food in troubled times. Such appreciation will potentially lead to future loyalty and maintaining a strong PR and marketing message is important.

Social media messaging

Internet use has predictably risen during the crisis and as such it is the best way to raise the profile of an individual business. Rural business owners may now have the time to upgrade their social media and PR messages – this is the moment for the sector to shout about its strengths and capitalise on the wave of goodwill. A communications plan is needed to share with stakeholders and customers to keep them informed about how a business is functioning now and its future plans.

Rural = Safe

Post lockdown, our rural areas will potentially see an upsurge in visitors as foreign holidays may be put on the backburner for the rest of the year, with the UK regarded as a safe place to be. Businesses such as holiday cottages, camp sites and outdoor experience ventures need their websites and marketing strategies to be ready for this.

Appreciation of rural businesses, especially food producers, is now at a high and while it is keeping many of them afloat, it must be sustained by fresh business thinking. Now is the time to build your brand before normal life resumes; that will be the time to launch promotions and offers which can be prepared now.

For strategic PR for rural businesses or advice on using PR and digital marketing to strengthen your rural business contact Source PR on 01829 720789 or email gill@sourcepr.co.uk

PR-ING THROUGH CORONAVIRUS: SMALL BUSINESS HELP AND ADVICE

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Coronavirus has caused truly extraordinary times, the UK – as well as several other countries – is currently on a lockdown. The first of its time.

Travel has been limited to all but essential movement, many businesses (such as restaurants, non-essential retail stores and gyms) have been forced to close their doors for the foreseeable future and the healthcare industry is under perhaps its biggest strain that this generation has ever seen. Because of current climate, we can’t shy away from the fact that many businesses are struggling. Whether you’ve had to temporarily cease trading altogether, or whether your customers are less inclined to part with their money due to the uncertainty at the moment – either way most organisations are feeling the pinch one way or another.

It’s not all bad news, however.

Though the current economic climate is bleak, and though many are struggling, we have also been given the gift of something that we wouldn’t normally have: time.

Now is not the time for radio silence, now is the time to be strengthening your brand message, communicating effectively and giving back to the community wherever you’re able. Whilst some brands have taken the stance of radio silence as the Coronavirus epidemic plays out, many others have adjusted and reacted to the current climate, and have been in a better position for it.

You have time to work on your strategies, to work on your brand position and to ensure that when this comes to pass, your business will emerge bigger and better than ever before.

If you’re a small business or an SME and struggling, there are a number of ways you can help yourself during this pandemic.

Small Business Coronavirus Help: How To Support Yourself

The government has already introduced revolutionary support for small businesses. Initiatives include a small business grant funding of £10,000 for all business in receipt of small business rate relief or rural rate relief, grant funding of £25,000 for retail, hospitality and leisure businesses with property with a rateable value between £15,000 and £51,000. This is as well as the job retention scheme put in place.

While this might be a short-term solution to an otherwise unnerving situation, it’s also crucial for small businesses to think about their long-term plans too.

Below, we’ve racked our PR, Social Media and Marketing brains together to bring you the very best advice on how your business can survive through Coronavirus; how to keep marching on through these uncertain times and how to effectively retain your brand image and position.

Don’t Give Up On Your Team

First and foremost, you need to trust your team.

Unlike many business crises, we’re all in this together and there are many businesses from various industries that are all feeling the strain that Coronavirus has brought about. In most business cases, your team will be instrumental to your survival during this period, so before adjusting your business strategies, you should be providing your team with the technology and support needed to undertake their work and trust that they will continue to deliver remotely.

Trust opens the door to productivity; the more you give, the more you get back.

Keep On Communicating

Effective communication has never been more important.

You should be keeping your communication channels open. You may appear closed to the outside world but it’s important to share the business’s contingencies, its plans and any changes in service. Share your successes or small wins and remember your customers and stakeholders are interested in people-centric stories, as well as positive outcomes in otherwise difficult circumstances.

There’s a strong demand in the media for any positive news amidst all this negativity, so if your business has something good to share this might be a good way of spreading your news further afield and making sure that people are still engaged with your brand.

Adding to this, there’s a new sense of community re-emerging – if your business has changed how it operates or is supporting others, such as pubs offering delivery services to those in need, make sure you share this. Social media usage has increased by 22% since lockdown and provides an excellent community engagement tool which may prove beneficial in the longer term.

Though you may not be trading at the moment, it’s important not to lose momentum. Make sure people still remember who your business is, what you do. Whether this is by maintaining an active social media presence, writing blogs for your website or even appearing in the news – don’t let people forget you if you want to continue to operate a successful business when this storm has passed.

Adapt And Evolve With The Climate

If your business can accommodate it, adaptability is important right now.

Under new government restrictions, many businesses can no longer trade as usual. Is there a way you can overcome this, and support your community too? For example, many restaurants are now offering takeaways and are giving out free meals whilst they do so, which is great in strengthening the business’ Corporate Social Reputation.

Could you keep your cashflow afloat by encouraging your stakeholders to purchase vouchers from you that can be redeemed at a later date?

Other examples of how companies may adapt during the Coronavirus period is by taking advantage of the technology we have at our disposal.

Could you give your consumers a digital version of your product or service to retain your custom? Some housebuilders are now operating fully online house viewings, whilst organisations such as Chester Zoo are livestreaming a day at the zoo on Facebook to the masses.

If your business can think of a quirky and imaginative way to stay relevant, it will almost certainly survive this uncertain period.

Create A Contingency Plan – Prepare For The Future

Plan for your future, because if you adopt the right attitude, there almost certainly will be one.

Can you create a contingency plan for your business?

Though there are so many things uncertain at the moment, if you can begin to strategize and plan your bounce-back for when this comes to pass, you’ll be in a more favourable position when the market reopens once more. Make sure you’re well prepared.

Whilst we all have extra time on our hands, we can make the most of this: working on our websites, our SEOs, or even developing social media or PR strategies.

The most important thing to add to your contingency plan, for now and for the future, is a plan that sees your business remaining adept in its industry. Make sure that people don’t forget your brand. Whether this is by thinking of a new and imaginative way to run your business (such as the examples above), or whether it’s just making sure you upkeep a strong media presence. If your company steps into the shadows during this period, it’ll be much harder for it to re-emerge when it’s over.

Also, be prepared for radical change once more when lockdown is over and when the virus dissipates. When you can reopen your doors again, you’ll almost certainly be met with a different audience than the one you’ve come to know. After recovering from the most governed period of their lives, there’s no doubt that people will be more appreciative. They’ll want to explore more, they’ll want to travel more, they’ll want to eat out more and they’ll want to buy more things.

We’ll have a more spontaneous and obligated population on our hands, so make sure your business is prepared to accommodate them.

Do you need PR, Marketing or Social Media support for your business? Either in handling the Coronavirus outbreak, or preparing for when it’s over? Call us for a free, confidential assessment of your situation on 01829 720 789 or email louis@sourcepr.co.uk.

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