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WHY COMMUNITY MATTERS IN YOUR PR STRATEGY

Community relations – sometimes known as CSR (Corporate Social Responsibility) – can be overlooked in the face of immediate, tangible benefits. However, a good PR strategy will consider community and the value of it for your brand. Whether that’s using your platform to champion smaller businesses, or actively supporting charities and organisations.

This was proven very recently on April 12th, as pub beer gardens opened across England as part of the Government Roadmap. With the hospitality industry arguably one of the hardest hit amid the Coronavirus pandemic, Tesco decided they would dedicate their advertising space on this monumental day to a better cause. On Monday, they launched the following ad in multiple English newspapers.

Tesco April 12th Print Ad

This kind of media coverage would have been costly, so the idea that Tesco used it to champion smaller, local outlets as opposed to their own business, was very well received. It’s the perfect example as to why community relations matter in any PR strategy. Whether your business is large or small, you cannot go wrong with CSR.

Let’s explore why…

Why You Should Consider The Role Of Community Relations In PR

Community relations are so important to any brand for a multitude of reasons. Some of which include:

  • Building a better brand reputation
  • Making your brand more recognisable in the local area
  • Giving your brand a personality
  • Showing consumers that they’re buying from a brand that cares

For these reasons and many more, is why a whole host of brands work hard on their CSR strategies. Community relations isn’t a black and white area of PR, there are different things that businesses can be doing to improve their image, and it doesn’t matter how big or small your brand is. Some of the things a business can do include:

  • Adopting a sustainability policy
  • Fundraising for charity
  • Donating a portion of sales to charity, such as a % of a sale from a certain product
  • Using a bigger platform to champion smaller businesses
  • Working with local schools and organisations
  • Supporting employees and their own community initiatives
  • Backing smaller sports teams
  • Lobbying for change using your own platforms
  • And so much more (why not ask us what would work best for your brand?)

Why The Tesco Ad Worked

Going back to Tesco and their print advertisement, though it didn’t directly promote their products, it still helped to give the brand a push and generate positive coverage. Tesco’s selfless community relations act ended up returning far more than we can assume a traditional advert would have. Results included more conversation on social media and more positive feelings towards the brand.

Tesco Exaxample Of Community Relations

This links into the age-old debate that PR is not always about ROI and sales. It’s about building a better and more engaging brand. One people recognise as caring and community-driven. This reputation is worth way more than a single newspaper advert. Furthermore, Tesco still got great coverage in the online media as well as from their print ads. Not to mention the fantastic reaction on social media. A traditional advert would never have piqued attention quite like this.

Whilst linking up and supporting your community – whether on a local or national level – might not return immediate sales, it’s a crucial brand-building exercise that any good PR strategy should consider.  At Source PR, we often work with our clients to bring them together with the local area. We often support with this kind of community relations PR work with Miller Homes, one of our clients in the property industry. If you’re interested in finding out more about how this works in a PR strategy, read our case study. Want to know more? Why not reach out to our team?

PR & MARKETING STRATEGY – IS YOUR BUSINESS READY FOR LIFE AFTER LOCKDOWN?

As we approach the end of Lockdown Mark III, the government believes that the UK economy will bounce back like a ‘coiled spring’. The question is, are you ready for a return to normality, what are you doing to prepare yourselves and have you got their marketing strategy in place to maximise opportunities? If not, now is the time to take action before it’s too late.

The Bank of England suggests that consumer spending is set to surge with that the British public having saved as much as £250 billion while being locked up. Restaurants, pubs and bars are the likely immediate benefactors as well as UK holiday providers, but all these industries have suppliers and employ people who, who when earning again, will look to treat themselves after months of curtailment.

We have talked earlier about the importance of maintaining a marketing presence during lockdown and have an excellent case study of Combermere Abbey, one of the region’s leading wedding venues and accommodation providers, on how they managed it so well. The case study shows how the business was forced to close due to the Covid restrictions but rather than twiddle thumbs, took proactive measures so they were well placed to take advantage when the lockdown was lifted.

Businesses preparing for the lifting of what is believed to be the ‘last lockdown’ should also consider how the economy has been permanently altered since March 2020. Consumer spending habits, lifestyles and trends have been shifted online, people have adopted new hobbies and outlooks, and it is hard to see how the high street can bounce back without innovation or embracing more digital opportunities.

It is not just the hospitality and retail industries that is expected to bounce back, but house builders and construction industries are also likely to benefit as people look to either move home or make renovations following months of being in lockdown. A report from our client Miller Homes suggests that lifestyles have been changed by the pandemic with more home working or a demand for more outdoor space. These new ways of living and working present clear marketing opportunities.

The use of social media has also grown significantly as users feel that they have a safe space to interact, be entertained, distract themselves, and find inspiration without any risk of contagion. July 2020 saw a rise of 10.5% in social media usage, compared with July 2019, according to a GlobalWebIndex survey. Some 46% of women and 41% of men said they’ve spent more time on social media during the pandemic, making it the second-most popular digital activity.

Businesses should alter their marketing approach to reflect this and have a marketing and social media strategy in place that maximises the opportunities presented. It’s likely that the space will remain competitive and it will be the brands that have relationships with their customers and who are able to excite, entice and engage that will come out strongest.

If you’re looking for a PR or marketing strategy, the team would be delighted to have a chat to understand where you are, what the vision is and to help pull plans together so you can get there. The end of the ‘last lockdown’ is fast approaching, make sure you are ready like a ‘coiled spring’ to take your opportunities.

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

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

 

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

 

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

 

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

 

1. A relevant audience

 

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

 

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

 

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

 

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

 

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

 

2. Trust is key

 

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

 

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

 

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

 

3. Keeping connected

 

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

 

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

 

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

 

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

 

Keeping it local

 

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

 

Need some advice?

 

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

 

 

PR ADVICE – CAN DEMOCRACY SURVIVE WITHOUT INDEPENDENT MEDIA?

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.

WHAT MAKES THE BEST PR AGENCY?

As the new year begins and we enter a third lockdown, now seems the right time to think about what will make the best PR agency for clients whether in Manchester, Liverpool or the North West.  Here, we share our thoughts on what makes a PR and social media agency successful and how good client relationships are the secret to taking marketing results to the next level.

Key Characteristics Of The Best PR Agency

Know the client. I mean really know the client

One key skill for PR executives working in agencies is the ability to juggle various client demands at any one time. It can be very challenging working in a PR agency, but it does allow executives to get a broad range of experience under their belts, which in turn adds value back to clients.  You can really become mini experts in a number of different industries in no time, and the best PR agencies will always be the embodiment of this skill.  After working client side, I realised that there’s always more to know about a business, to understand its strategic decisions and its relationship with stakeholders.  If you can take this in-depth approach and apply it on the agency side, whether for B2B clients or B2C clients, you not only offer better communications advice but can also help shape the client’s business direction.

Put substance before style

I’ve never been a big fan of the PR stunt or more general ‘PR puff’.  Although creative ideas remain the backbone of what we offer, the best PR agencies should always consider whether the proposals are achievable and whether they deliver real returns and impact for clients?  There’s nothing worse than a Mr Negative in a creative brainstorm or planning process, however the best PR agencies always keep an eye on the prize and an effective balance between style with a healthy dose of substance behind it all.  Over promising and under delivering is the worst of all worlds.

Tell the truth, the whole truth and nothing but the truth

When looking back on my career, I do recall a moment when working in house for one of the UK’s leading retailers and we were advising the board on how to handle the media in light of a poor set of annual results.  The CEO was his usual bullish self, pushing for us to make this claim or that.  I realised then that my boss, a very successful director of communications, was essentially the grey man of the boardroom by only telling the CEO wanted to hear.  I made a vow to myself never to be that grey man and to always offer honest PR / communication advice based on experience.  Clients are at liberty to adopt or ignore it but for effective relationships, always be honest (perhaps that’s why I never became a Director of Corporate Affairs..!?). To us, this is one of the most important things that makes the best PR agency.

It costs how much?

The days of big spending PR campaigns may be over, but the requirement for showing a return on investment is omnipresent.  It has never been more important and the best PR agency will always demonstrate that great ideas shouldn’t cost the earth to deliver. We live in a quicker, more transparent society and one that does allow great stories and content to be shared easily.  Also, if you know your client, you should know what they need to spend to succeed – don’t turn your back on big budgets but always be aware of what will be delivered in return.

Know what PR campaigns work

You’d be amazed how many clients still view being on a breakfast TV sofa as a success.  Be honest from the outset and tell B2B PR clients that sales of their new widget are rarely achieved after an interview with Phil or Fern.  Be targeted, selective and know their customers and where their products or services need to be – this adds real value.

Be supportive and flexible

With Covid 19 still causing business disruption, the best PR agencies will continue to be flexible and supportive of their client’s changing needs and priorities – including knowing how to handle a crisis situation.  Having the right strategy and the flexibility to evolve it ensures a client’s business remains focussed on priorities and the changes on the ground.  Our work with Combermere Abbey is one such example of a business that faced hardship due to lockdowns but came out stronger on the other side.  Let’s hope the same is true for other businesses as we eventually emerge from this pandemic.

If you’re looking for a PR agency or social media agency in Manchester, Liverpool, Cheshire or the North West, please get in contact and let us show you why we are the best PR agency.

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

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.

PR AND MARKETING FOR CHESHIRE’S MOST ICONIC PUBS

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.

NON-ESSENTIAL RETAIL STORES: HOW TO REBUILD CONSUMER TRUST

On the 15th June 2020, the Government allowed non-essential retail stores to reopen after being initially forced to close in April due to the outbreak of Coronavirus. Since, it’s been a tough ride for business owners. Trying to maintain a level of consumer trust whilst also being unable to operate is difficult. With many workers on furlough and so many businesses having to cease trading in all respects, some companies mightn’t have had the time to work on their communications and brand reputations during the lockdown period. So, if this is you, we’ve put together some advice on how to rebuild consumer trust and your brand image as you reopen today.

Rebuild Consumer Trust With Visibility

Rebuilding trust starts with being transparent and visible. There are a number of channels you can use to communicate with your stakeholders: social media, email, face to face, even through the press by getting publicity for your brand. You’ll also want to reach people that aren’t in your pre-existing consumer pool, too. We’ll touch on rebuilding stakeholder relations further down, but to really get your foot off the ground as non-essential retail stores begin to reopen, you’re going to want to make sure you’re visible to the entire public. As many people as you can be.

Spread the word of your reopening far and wide, make use of social media, and also sponsored posts where appropriate. Generate press coverage for your business and be loud. It’s all about being visible, especially if you trade in a saturated market. Don’t go quite and assume people will remember you – it’s been a torrid time for us all, you’ll need to remind people why they will love your brand. This is the first step of rebuilding trust.

Communicate What You Are Doing Differently

Now that you have the attention of stakeholders, you need to make sure you’re telling them the right thing. When announcing that you are reopening for trading, you’ll also need to communicate at the same time the steps you are taking to be Covid-19 secure. Presently, non-essential retail stores are only allowed to reopen if they can follow the 2m social distancing rules and can put precautions in place to protect shoppers. You’ll likely be doing this, so let your customers know too.

Lockdown has been an extraordinary and unprecedented time for us all, not least in the UK but across the whole world. Consumer attitudes are bound to have shifted and thus it’s only to be expected that some may be reluctant to get back out there and visit retailers such as yourself again. If you want to rebuild consumer trust, you need to be prepared to be very open, honest and detailed about how you are keeping people safe; and more importantly – you need to ensure those responsible measures are adhered to.

It could be as simple as posting on social media the signage you have installed, the sanitation points that you have around stores or the precautions staff are taking when they come into contact with consumers, or you could post updates on your website or email your databases. Have you and your staff taken Covid-19 hygiene courses in preparation? Share that too. There are plenty of ways to put the message across, the most important thing is making sure it’s said one way or another.

Encourage And Share Testimonials

One of the best forms of marketing remains to be WOM (word of mouth). Around 75% of people go to friends of family for product or service recommendations. If you’re offering a great in-store experience that allows customers to feel safe, then it’s likely they’ll tell somebody that they know about it. However, as a business, it helps to move that along even more and encourage wider testimonials. Is there a way you can incentivise customers to review their shopping experience? If so, this is something worth capitalising on as not only does this encourage further support from the public but it also gives you content to leverage on social media to keep on reinforcing and rebuilding consumer trust in your brand.

Don’t Ignore The Situation, Acknowledge It

Finally, it could be tempting to adopt a ‘business as usual’ stance. Not all brands will want to address the issue of Coronavirus head on, perhaps in fears of it putting more fear into consumers or even because simply that’s what everybody else is talking about. However, news concerning Covid-19 is quite frankly unavoidable. It’s fair to assume that almost everyone living in the UK will be aware to some degree of what has happened, and as such to not address it could even be seen as ignorant.

It’s important to acknowledge as a brand why you were closed, why you are now reopening and most importantly – what you have changed. Government regulations aside, you have a duty to your consumers to adopt safe measures as a retailer, being upfront about these is important – if you communicate to your customers and explain that their safety is paramount, this is a good way to rebuild consumer trust and encourage them that it is safe to shop with you.

Need Help To Rebuild Consumer Trust In Your Brand?

If you’re a brand – non-essential retailer or other – and are in need of support as your business reopens, then get in touch with The Source. Whether you’re needing to communicate to your customers, or market to a wider audience, we have experience in both B2B and B2C PR, marketing, social media and digital communications, we can help you.

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.

STRATEGIC PR FOR RURAL BUSINESSES IS VITAL

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

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