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PR VERSUS POVERTY PORN

There’s growing criticism of ‘poverty porn’ and in particular how charities are using crude and clichéd PR campaigns to attract donations.  Although criticism of anyone looking to make a positive difference is largely unfair, there is a case for charitable organisations to look at how they wish to portray themselves and their causes.

This is illustrated in criticism of Red Nose Day and Stacy Dooley’s work in Africa by David Lammy MP. Although a little harsh, particularly when he’s been called out for not doing enough himself to support communities in Africa, it does open the debate on how charities need to move on from relying of pushing people into ‘guilt transactions’ as they sit down on a Saturday evening to watch Red Nose Day’s entertainment or other similar programmes.

Effective PR

As with most effective PR, if your campaign can take the audience with you on the journey you secure greater and more long term buy-in.  People believe in, follow and talk about the change they feel needs to be made rather than just reaching for their spare change.  Not dissimilar to the old adage that if you give a man a fish you will feed him for a day, but that if you teach him to fish you will feed him for life.

Digital communications are also playing an increasingly important role.  Just look at the success of campaigns like the ‘Ice Bucket Challenge’ or Movember which dominated social media for months.  This illustrates what can be achieved by engaging with the audience and taking them with you.

The charity sector is one of the most competitive with each organisation looking to secure their share of money for their worthwhile causes.  Put simply, there are more than 180,000 charities in England and Wales and those that don’t run a planned PR programme will struggle to raise awareness and subsequent funds.

As we’ve seen by recent low budget PR and digital campaigns, deep pockets aren’t essential, but charities do need to play to their strengths and engage with their audiences.  In doing so they can achieve some great successes without having to reply on promoting poverty porn.

DIGITAL PR – SIMPLE STEPS TO BUILD PERFECT SITE

In an increasingly digital world, having a website has never been more important for the emerging brands of today. Whilst the tech-savvy amongst you may already be well-versed with the mechanics of website build, we explore some of the key factors to consider for ensuring that your website is as effective as it can be:

1. Make it accessible

In today’s increasingly fast-paced digital environment, web browsers are looking for quick answers and instant gratification. If your website is clunky and difficult to navigate, a user is quite simply not going to waste their time trying to find out exactly what it is that you offer. Make the message simple and clear from the get-go to grab your reader’s attention. If your message is complex, consider introducing the use of infographics and imagery to make the information more digestible.

2. Make it easy to find

With over 4 billion searches made on Google every single day, it is essential that you consider search engine optimisation (SEO). In layman’s terms, the key to effective SEO is to outline the keywords that you wish your website to be associated with and then to make sure that you are using them effectively throughout the site. A great way to do this is by regularly updating your blog content. This will also show readers that your website is constantly being refreshed and will encourage repeat visits.

3. Optimise for mobile

According to research carried out by TextLocal, 85% of smartphone devices are now used for internet browsing, compared to 72% of laptop devices. This shift in browsing habits means that smartphone optimisation is now one of the foundations for effective website build, as opposed to an afterthought. Where traditionally sites have been optimised for desktop during build, this trend is now changing, and many are now favouring a mobile-first approach in order to enhance the experience for smartphone users.

4. Make it personal

According to research from Accenture (2017), more than one in two consumers (56%) are more likely to shop at a retailer in store or online that recognizes them by name. Capturing customer data on your website provides a fantastic opportunity for personalising the customer experience, from sending birthday wishes through to sending recommendations based on their browsing preferences.

5. Don’t stop improving

Once your web build is complete, the journey doesn’t stop there. Websites need to be constantly monitored and updated in order to perform their very best, and a great tool for helping you to measure this performance is Google Analytics. This tool will breakdown the nitty-gritty details of your site, down to the keyword they used to find you in the first place. GA can work wonders for making those small improvements that will help guarantee that users spend a longer time browsing and engaging with your page.

6. Content is king

If you want your website to appear in the top search engine rankings, content remains king. Google and other search engines will be looking to see what ‘authority’ your site has for the search terms offered. Get the content right, populate with blogs / vlogs and articles that build credibility and authority and secure links to the site. All this helps get the all-important SEO.

If you are thinking about starting a new web project and would like any assistance with the process, then do get in touch with us.

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