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RANDOM ACTS OF KINDNESS DAY: HOW CAN BRANDS GET INVOLVED?

February 17th is Random Acts of Kindness Day in the UK, and ever interested in Awareness Days and how they can be leveraged in PR and Marketing campaigns, we thought we’d take a look at how brands can get involved.

The Source are an ethical PR and marketing agency, we’re heavily invested in the rural community and work with brands who care deeply about their CSR and reputation. As such, days like Random Acts of Kindness Day are the exact kind of events that we’d look to include in our PR strategies.

Here’s a little more on why exactly we do this… 

Managing CSR For Brands

PR is all about brand reputation, it’s building and maintaining an image for a business and positioning them as ethical and responsibility. CSR (Corporate Social Responsibility) plays a huge part in this. For us, we like to make sure that the brands we work with are well versed in being involved with local communities and that support charities too.

It’s really important for your brand to have a great CSR strategy, as this can make or break your business’ reputation. Days such as Random Acts of Kindness Day can help to do exactly this…

How To Get Involved In Random Acts Of Kindness Day

Random Acts of Kindness Day is just one of the many Awareness Days worth getting involved in if you’re wanting to improve your brands CSR and overall reputation. What’s more, these kinds of Awareness Days are abundantly spoken about in the media, so it’s also a great PR and marketing opportunity for getting your brand some media coverage too.

Here’s some of our ideas as to how your brand can get involved in Random Acts of Kindness Day this year:

  • Donate some money to a local charity, such as an animal shelter or food bank. Don’t pre-plan the donation, just head in and leave a cheque (and ask if they wouldn’t mind a quick photo, of course).
  • Get some of your team out doing a litter pick or beach clean-up, showing kindness to the environment and to the earth.
  • Visit a local nursing home or children’s hospital and drop off some bits and bobs that you’ll know they’d love. This one might be a little harder to be ‘random’ as you’ll probably have to get in touch with a co-ordinator first, but it’s still a kind thing to do.
  • Email a small business or charity and offer an hour or two of your services for free, they won’t be expecting an email like that and if you work in a service-led industry (such as PR like us) that extra hour or two might benefit their business more than you could ever anticipate.
  • Ask your staff members to bring in a few items of food, or some clothing that can be donated either to a local food bank or charity shelter, helping out small businesses is a really nice idea for Random Acts of Kindness Day.
  • Shout about a small business on social media, if you have a great online presence – this could mean a world of difference to them in getting them some great exposure for their brand. Take for example the ‘Hinch Effect’, not too long-ago famed influencer Mrs. Hinch posted a story of the company who fitted her a loft ladder. And the results, well, click here to find out what happened.

Want help utilising strategies like the above, and turning your kindness into coverage, as well as a strong brand image? Get in touch with The Source to find out a little more about what we do, and how the ‘Sorcerers’ can support your brand’s marketing strategy.

Call us on 01829 720789. Or, see what we get up to on social…

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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.

WILL PRINT MEDIA MAKE A COMEBACK IN 2020?

Since we at Source work in both digital and print media, it’s good to have our fingers on the pulse and be aware of any changes in the industry, and we’ve had our eyes peeled on some changes in the landscape for a little while now.

The digital marketing sphere has boomed in recent years, and now most people turn to social media and online articles for their news. The so-called ‘death’ of print media has been long publicised, dramatised and catastrophised by people. And who can blame them? Print media is an industry that dates back to the 1800s, with the first movable printing type system dating back to 1450. It seems wrong that such a traditional form of communication be so quickly and easily phased out.

A U-Turn in the Industry?

However, despite the huge cultural shift from paper to screens, the industry might not be as doomed as first thought. When the first e-readers hit the markets back in the mid-2000s, people feared that it would cause the total dissolution of physical copies of books. It was marketed as revolutionary – there’s now no need to go to a shop to browse titles, with the text available to be downloaded at the press of a button, often for a fraction of the price of a physical copy.

But by 2015, eight years after the Kindle first hit the market, e-books occupied just twenty per cent of the total publishing sales. While this is a fair chunk, it is still vastly in the minority of sales, with millennials reportedly being the age group that is apparently keeping the industry afloat. That’s right – we aren’t ‘killing’ an industry for a change (!).

In 2018, sales of print books made $22.6 billion, while e-book copies generated $2.04 billion. While the joys and conveniences of the e-reader market have certainly been reaped, its impact hasn’t wiped out sales or enthusiasm for physical copies. It turns out that people simply love owning physical copies of the things they like to read.

Newsquest to Launch New Salford Publication

It seemed a clear trajectory for a long time, too, that digital media was going to clear print media clean off the shelves, but earlier this year the publisher Newsquest announced that the city of Salford will be getting a new newspaper, ‘Salford City News,’ launching at the end of this month. Newsquest says that the paper will ‘fly the flag for residents,’ and will have a cover price of 80p. The website will be found at salfordcitynews.co.uk.

Karl Holbrook, Newsquest Regional Group Editor for Lancashire and Greater Manchester, said, ‘Salford is an amazing place, full of history and culture. But there is a real sense on the ground hat Salford is often ignored next to its louder sibling across the River Irwell […] We believe there is a stainable publishing future in Salford as weekly print brand and as the daily online provider of the best local content.’

The company is also launching a Teesside edition. This will cover news in the north-east region, including Middlesbrough, Redcar, Stockton, Yarm and Saltburn. Hannah Chapman, editor of the Northern Echo, said: ‘This is such an exciting time for Teesside, with a series of major projects in the pipeline which could bring massive economic boosts to the area. I regularly get asked by readers for more Teesside content, so taking the two things together, it seemed like a natural step to increase our coverage with this new edition.’

If a resurgence of physical media is to occur, what better place to start than with local publishers? Local news is often side-lined and under-resourced in comparison to its larger counterparts. News of investment into the sector is extremely promising – not only for the residents of Salford and Teesside, but for all of those whose jobs rely on physical media.

A Matter of Time?

Despite this positive blip, it will be difficult to say what is on the horizon at this point in time for the future of traditional media. The chief executive of the New York Times, Mark Thompson, estimates that the paper has ‘at least ten years’ left in physical form, but ‘there may come a point when the economics of [the print paper] no longer make sense for us.’

Whatever the future holds for print media, we’ll be on the lookout for the changes to the industry and keep the updates coming!

At Source, we embrace both the traditional and the digital world, with effective PR and communications at the heart of what we do. Get in touch with us on 01829 7208789 to learn more, or follow us on Twitter (@source_tweets), Facebook (@SourcePublicRelations) and LinkedIn (The Source).

MORE PR ‘SOURCERERS’ JOIN THE TEAM

We’re excited to announce that four new PR ‘Sourcerers’ have joined the team to meet client demand and to grow the business through a new specialist Rural Division.

The new appointments include Janet Hare who joins as client director, Gill Broad who joins to head up the company’s new Rural Division, Sarah Larkin who joins as an account manager and Jessica Pardoe who also joins the team to meet the growing demand from clients for social media management and digital PR campaigns.

Janet is an experienced PR professional having previously held senior media positions with BT, The National Lottery and The Millennium Dome.  Janet joins the agency and takes responsibility for client management, managing the growing team and overseeing the successful delivery of client campaigns.

Gill Broad has been appointed to head up Source PR’s newly created Rural Division.  The division has been specifically created to provide strategic communications, PR and marketing advice to rural and agricultural businesses or those seeking to engage with the sector.  Gill joins from Fisher German and prior to that worked as a senior reporter for NWM Media.

Sarah Larkin joins the team to manage the company’s consumer team.  Sarah has extensive experience having previously worked as marketing manager and Kings School Chester and with Marks & Spencer Money where she managed a range of financial services products.  Sarah also founded So Baby, a range of organic baby food that was sold in Waitrose, Tesco and Ocado.

Growing Team

The team has also been bolstered by the arrival of Jessica Pardoe who joins as a PR & Digital Media Executive.  Jess joins from Techmark and will now support the Source PR teams with digital PR, content marketing and social media management.

Louis Hill, Managing Director of Source PR, says: “These are exciting times for Source PR as we grow the team with some senior appointments and launch a new division specifically targeting those operating or looking to influence the rural sector.  We are well positioned for continued growth and to support our client’s ambitions.”

Source PR, located near Chester, is one of the region’s leading PR, marketing and digital agencies.  The company operates across the property, manufacturing and professional services sectors with clients including; Meadow Foods, Miller Homes and British Pipeline Agency.

If you’ve got a positive can do attitude and are looking for a career in PR or social media, contact us today.

PR TOP TIPS TO IMPLEMENT IN 2020

Public Relations (or PR) is said to be the second oldest profession, first implemented to spread the word about the quality and benefits of the world’s oldest profession.

The reality is that Public Relations has been around forever as people, companies or organisations look to raise their profile or the benefits of the good and services they offer.

The industry continues to evolve to reflect the changing media landscape and the ways in which audiences gather their information or are influenced by the world around them.

Despite these significant changes, much of the core principals remain the same.  We would suggest that companies large or small take stock and when looking ahead for 2020 ensure they consider the following five core pillars of success.

The five simple top tips:
  • Know your business, product or service – what are the key features or benefits and why is it different or better than others. This will help you to be clear on your proposition and what exactly you want to say.
  • Know your customers – who are you looking to influence and what are their behaviours? Your customers may be varied but map out who they are and what they do – if necessary, make plans specific to each audience.
  • Find a creative angle – Don’t be ego centric but think why is this relevant to my audiences and why is it of interest to them.
  • Share your news – if you don’t share your news then it’s unlikely that someone will do it for you. Make sure your your content is right for the platform and if targeting journalists make sure it’s relevant to them and their audiences
  • Don’t get stuck in a rut – PR and digital communications is changing rapidly and so are audience behaviours. If something does not work, try something new and different.

If you’re unsure of the best way forward, speak to an agency that is able to give you straight forward, honest advice.  We have PR, social media and digital clients across the North West, Wales and UK and our Chester PR, marketing and digital teams are available to support your business needs.

Finally, one last tip would be to be proactive.  2020 is a new year and therefore a new opportunity to make the right plans that will help take you and your business forward.

 

Social Media Management

We’re often asked by clients about social media management or support in developing and devising social media campaigns as often they neither have the time nor necessary skill set to effectively attract and engage with their chosen audiences.

When looking to hire outsourced marketing support the key is to ensure you align your broader marketing communications strategy to incorporate what you’re saying to customers through your social channels.

It’s critical to get it right so you’re able to deliver consistent, timely and relevant messages.  Once the strategy is agreed, here are some top tips to getting your posts right:

  • Content is king – remember your audiences and make it relevant to them, not just a sales message
  • Don’t post if you’ve got nothing to say – ‘Happy Friday’ is a waste of time
  • Be consistent – know what you want to say, why and what you’re saying elsewhere
  • Share insight – entice and engage by providing audiences with relevant content that supports their needs or makes them relate to your brand
  • Use pictures or video to tell a story – audiences tend to spend less that 3 seconds per post, using visual aids can quickly convey a message

Outsourcing the management of your social media to a team of people that do it every day has some obvious advantages.  Not only will the team have the time and expertise to develop posts but will also provide you with the valuable insights into post performance and customer interactions.

Benefits of Social Media

Other benefits of effective social media management include having the option to:

  • Manage multiple accounts across various platforms
  • Analyse social engagement
  • Schedule posts in advance
  • Receive comprehensive reports of analytics
  • Monitor comments and respond efficiently
  • Collaborate with team members on content

The ultimate goal of social media management is to save you time, increase awareness of your products or service and therefore ultimately customers and profits.  If you want to know more contact us or slide into our DMs.

 

PR TRENDS FOR 2019..?

It would not be January without a wave of predictions from PR and digital agencies about what’s in store for marketeers in 2019.  So, we’ve asked around the office for our own insights and thoughts and compiled what we believe will be some of the PR and digital trends for the year ahead…

It’s all about influence

Influencer marketing will continue to be a key platform for PRs to extend the reach and position of client brands.  However, if the economy declines post Brexit we may see a consolidation of budgets and a check in the increasingly disproportionate costs charged by some influencers.  Savvy PRs will spot the up and coming influencers and ensure a brand is well positioned and appropriately exposed to generate the best ROI.

Continued pressures on traditional media. 

Traditional media reach is likely to continue to decline, but value remains through targeted exposure, brand leadership as well as links to a client’s website.  Clients will need to be comfortable with using sponsored content as part of their mix as 75% of communications professionals are already using it in their strategies to support the publishers hungry for new forms of revenue.

Strategic partners

As traditional media declines, PR agencies will increasingly be used as a strategic communications partner to clients, whether media relations, content creation or social media management.  Let’s also not forget the ability to identify opportunities for news stories and provide first-class content journalists can use.

Good PR professionals will help clients develop on-going relationships with a broad range of audiences across a range of interest segments. As a result, clients will expand and deepen their reach by securing a share of audience attention through consistent content distributed across multiple channels.

Message development

PR agencies should tailor their messages to include more visual, video and voice content depending on which device is used.  This is best achieved by creating bespoke content across multiple channels to expand and deepen a client’s reach.

Great content needs to tell a story, not just for the media but all audiences.  Also, expand the audiences you work with to include a broader set of partners: websites, content syndicators, trade associations and others who can help bring your story to a wider audience.

Positive year

PR agencies are the marketing sector’s best content creators and storytellers, and have the unique opportunity to support clients across the communications spectrum whether the space is paid for, earned, shared or owned by clients. To have a successful 2019, PR agencies needs to be confident with numbers, data, software and proving their ROI in the increasingly digital world.