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OUR TOP PR CAMPAIGNS OF 2020 (SO FAR)

As the year draws to a close, we’ve taken a look at some of our favourite PR campaigns of 2020. A difficult year to say the very least, there’s been a lot of red tape around executing certain marketing stunts. With not one, but two national lockdowns, it’s certainly not been easy. However, a lot of brands have navigated through this year with energy, creativity and determination – certainly all things that account to a great communications strategy.

2020 has been the year where some have chosen to stop communicating, but where it has never been more important not to do so. We’ve seen our clients reap the rewards of continuing with strong messaging through lockdown, to be met with an abundance of sales after restrictions were lifted, such as Combermere Abbey. We’ve also been able to work with the likes of local charity Hospice of the Good Shepherd, who found that PR activity including, even during these strange and uncertain times, paid off – with broadcast news coverage on BBC North West Tonight contributing to over £50k raised for the charity. It pays to communicate well, and there’ve been plenty of brands who’ve proved that over the last year. Here are some of our top picks at The Source.

Our Top PR Campaigns Of 2020

Beth Ellis: KFC’s Slogan Switch-Up

Beth Ellis, PR account executive has heaps of praise for another fast-food brand, KFC, who changed their iconic slogan earlier this year in line with national hygiene advice…

“Even though the campaign came out in August, pretty late in the day after the initial lockdown in March, I think it strikes the perfect tone for how businesses should be advertising during such a sensitive time. It takes one of the most famous marketing slogans in the world and removes the part that would be deemed ‘unhygienic’ or unwise right now, without not going over the top or overly sentimental. As it’s an old company, KFC cleverly uses a photo of its original fried chicken bucket to indicate that, while things are very strange right now, life goes on and tough times will pass – worth considering that the chain was founded during the Great Depression and has seen its way through rocky times in history.”

PR campaigns 2020 - KFC chicken

Credit: KFC

Janet Hare: Alex Scheffler’s Covid-19 Book For Children

Janet Hare, client services director, explains her favourite campaign of the year that tackles Coronavirus education…

“Children undoubtedly were one of the hardest-hit groups of people when Covid-19 struck in Spring this year. Suddenly their lives were turned upside down when no school and no friends became the government ruling for several months. How could adults who were they themselves struggling wildly with the otherworldly concept of a pandemic communicate to those much younger what it all meant and offer reassurance that everything would be OK? They had no clue themselves. Suddenly faced with a situation never seen before, how could they find the right words to say the right things to the children who looked up to them for guidance and reassurance? Luckily, parents around the country were rescued by the warm comforting blanket of someone inextricably linked with a time of peace, cosiness and safety – storytime. In April, well-known illustrator Axel Scheffler, who does the drawings for many of Julia Donaldson’s much-loved children’s books, got together with his publisher at the nations’ parents time of need to create a free book to explain the pandemic through familiar and comforting rhythms of words, characters and illustrations. What children needed at a time of uncertainty surrounded by worried adult faces and scary news bulletins was what children and adults let’s face it, always rely on, the comfort of the familiar. The digital book aimed at primary school children, ‘Coronavirus: A book for children about Covid-19’ was written with input from a professor of infectious diseases, a psychologist and several teachers and was made free to download. The publishers then went onto record an audio version of the book, read by the voice of Paddington and Paddington 2’s Mr Brown, Hugh Bonneville. Again, a familiar and comforting voice. For me, this gave me the words I needed in the right tone to enable me to help my child understand what was going on in a suddenly mad world. For countless other parents and adults, it came to the rescue and satisfied a need just at the right time. Although it wasn’t done from a place of profiteering to me timing and tapping into and meeting a need are essential to marketing a product successfully. If then you can also tap into a positive emotion, such as comfort, then that’s surely the winning combo! Since then, Axel and Julia have also got together to create coronavirus-related scenarios for some of their best-loved characters such as The Gruffalo and Stick Man lending the familiar once again to the absurdity of the current situation whilst adding humour also into the mix!”

PR campaigns 2020 Covid-19 book Axel Scheffler

Credit: Axel Scheffler

Jessica Pardoe: Burger King Says “Support McDonald’s!”

Jessica Pardoe, senior PR account executive notes one of her favourite lockdown campaigns, and this one has been considered controversial:

“Burger King’s communications strategy is notoriously famous for bashing their biggest competitor, McDonald’s. From encouraging customers to drive there, and drive away to get a free whopper, to responding to claims surrounding the unnatural longevity of a big mac by proudly broadcasting their own mouldy whoppers. Which is why, as the UK entered a second lockdown, it was a surprise to see Burger King UK encouraging their customers to actually support no others than their arch enemy McDonald’s, as well as other big competitors. I personally really liked this as it was bold enough to win them plenty of press coverage, as well as generating a lot of conversation on social. The only issue with the campaign is that they could have perhaps encouraged customers to shop smaller independent businesses, rather than the large corporations that are already probably sitting on a great deal of money. At the end of the day though, what Burger King opted to do had a bigger talk-ability impact and you have to weigh up those kinds of decisions with your marketing.”

PR campaigns 2020 Burger King visit McDonalds

Credit: Burger King Twitter

5 SOCIAL MEDIA TIPS TO KEEP YOUR ENGAGEMENT UP

Plunged into the second England-wide lockdown of 2020, it’s imperative that communications are continued on social media. Remaining vocal not only reassures customers, but it also keeps a brand at the forefront of their mind. When a company has something to sell through lockdown, even better. You can read our blog from the first lockdown on the importance of continuing your marketing efforts by clicking here.

Below, our social media experts at The Source have gotten their heads together and put together some helpful social media tips to keep your engagement up. The kind of advice that focuses on quality engagement, as opposed to vanity metrics and big numbers. After all, it’s better to have 10 interactions from users with purchase intent, than 100 people who’ll just scroll on without a second thought.

Five Social Media Tips For Good Engagement

Don’t Sleep On Boosted Posts

Don’t have the money for a paid ad campaign on Facebook right now? Don’t worry. Boosted posts are a great way to get around this, as you can push specific content out to a certain, refined audience (that you build yourself). You won’t find yourself paying out big budgets for this either. If you have something particular to push over a short period of time, such as last-minute room availability in a hotel, or an offer linked to an upcoming holiday (Bonfire Night, for example), then a boosted post may be the ideal cost-effective solution for you. Pre-lockdown, we boosted a Facebook post for one of our clients in the hospitality sector and for just £30, over the course of 7 days the campaign returned over 100 targeted website link clicks, as well as a reach of nearly 7000 people. That’s around a 30p cost per click and 0.04p per eyeball. You can find out more about the ins and out of boosting posts on Facebook’s help page.

Social media tips - boosted posts on Facebook

Promote On Other Platforms

When it comes to boosted posts, the usual go-to is Facebook – but the same advice can be used on Instagram too, which has a boosted post function that works alongside Facebook (due to their ownership of the platform). This means it’s super easy to do. One that’s often not mentioned in social media tips, but one that’s well worth considering… LinkedIn. Their sponsor function is a little trickier to get to grips with, with extremely specific audience filters that can provide a reach anywhere from hundreds to millions of users – but once you do get a hang of the process, it’s a great way for clients to reach the audience that are exactly right for them. Despite it being a little more costly (a daily sponsored post must be £8.00 minimum), LinkedIn was designed with B2B companies in mind, so if your clients are aiming to reach businesses and business owners, it’s well worth the investment.

Hashtag Phrases, Not Words

You can get a lot of engagement out of hashtags on Twitter in particular, but one of the best approaches (due to character limit) is to focus on phrases as opposed to single words. The reason for this, is that if someone is wanting to find out information about marketing, for example, then it’s easy enough for them to simply type the word ‘marketing’ into the search bar. Whether you’ve hashtag-ged in the post or not, as long as you’ve used the right keyword, your tweet will still be filed there. Hashtags that consist of multiple words or slogans usually get better engagement as they’re related to specific search patterns. The best tactic to use is to jump on the hashtags that are trending, wherever they’re relevant to your brand. For example, if you work with a client that produces cakes or baking ingredients, then rather than using characters up to hashtag #cake, why not wait until a Tuesday and start up a conversation around the Great British Bake Off? Use the hashtags #GreatBritishBakeOff or #GBBO which are usually trending in the UK between around 7pm-10pm on a Tuesday evening (when GBBO is on TV, that is). Another tip when it comes to hashtags, is capitalising each word to make it easier to read, for example you should say #ShopLocal instead of #shoplocal.

Tap In To New Industries

Crossing over to new industries is a great way to build your following up and widen your exposure. If your business is in food sauces, for example, try linking your content in to relate to restaurants or cafes, as opposed to keeping it really niche. This way, your business is available to a much bigger audience – but as those restaurant owners might want to purchase your sauces in the future – it’s a relevant audience too. One of the best ways to reach these new sectors is to share insights and relevant content. Get a Feedly stream going that includes trade publications for the industries you’re hoping to target so you can reshare their content, and don’t miss appropriate hashtags too, especially on Twitter and LinkedIn. They can help make sure you’re reaching the right people.

Try New Things

Lastly, another great social media tip to keep up the momentum with your social media is to experiment and try new things. A/B testing is an excellent method to trial different kinds of content, and you’ll likely find a tactic that works really well for your business. Every brand is different so it’s imperative you find what suits yours best. You could also try different platforms to see what works well for you. You might have traditionally always used Facebook and Instagram, but how about LinkedIn to reach a more corporate audience? Or, if you’re feeling particularly adventurous, TikTok marketing is very new and upcoming and the reach can be insane. You can check out an example here of a local estate agents who’re using TikTok to showcase the homes they have for sale, and average reach is around 20k views with some videos reaching over 900k impressions.

Social media tips - use TikTok

Credit: Social Films

For more social media advice, along with PR and marketing insights too, be sure to keep a close eye on our blog. Or, to keep up with what we’re doing on social – you can find us on Facebook, Twitter, LinkedIn and Instagram.

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.

WHY YOU SHOULD CONSIDER TIKTOK MARKETING FOR YOUR BRAND

TikTok is a social media platform that has grown rapidly. 2 years ago, it’d have been hard to imagine a channel that could compete with the likes of Facebook, Instagram and Twitter. But now, in 2020, there’s a new player in the game – and it looks like TikTok is here for the long haul. So much so, that TikTok marketing campaigns are now being launched and the app becomes more profitable by the day.

Today, the news has broken that people in the U.S will be banned from downloading TikTok from Sunday onwards. However, it’s hard to dismiss the marketing potential available on this app – it’s certainly not worth sleeping on.

Initially released in 2016, just over 4 years ago, TikTok’s popularity grew steadily before rocketing in the past year or so. Now, TikTok has approximately 3.7 million active users in the UK who engage with the app for an average of 41 minutes a day. Not only this, but it’s the 7th most active social media app in the world and is set to reach 10 million UK users by 2021. Not bad for a platform founded a few years ago, whilst the other key players have been established for decades.

With such a huge, interactive audience, it would be crazy not to consider TikTok marketing for your brand, below we’re discussing exactly why this is an avenue worth pursuing.

5 Reason To Consider TikTok Marketing

  1. Fantastic Engagement Rates

Reach on TikTok reaches into the millions daily. It only takes a scroll down the FYP (For You Page) to see videos with 1m+ likes and many more views. It’s also estimated that the biggest TikTok influencers in the UK have higher engagement rates on that platform, than on Instagram. Cloutmeter indicates that TikTok users average a healthy 52.1% engagement. Influencer marketing has long been a dynamic option for brands with multi-level marketing campaigns, and there are many reasons as to why you should be considering influencers in your strategies. The idea of TikTok marketing is a relatively new one, but one well worth utilising in its early stages. The reach of content has potential to exceed even traditional media such as newspapers and online articles.

  1. Wide Demographics

Most would discount TikTok marketing, thinking you can only reach a younger demographic. This isn’t actually the case. In the US, over 51% of viewers are 35 or older and 37% have household incomes of $100k or more. There are various different niches to the app, from food to art, travel to fashion. No matter your business, there’s likely an audience that you can reach on TikTok with the right kind of targeting.

  1. Current And Trendy

As with all marketing campaigns, it can be easy to fall guilty to sticking with what you know. However, this often means that activity can become tired and ineffective. This is one of the reasons why it’s important to vary content on paid social ads, and to update your PPC campaigns regularly. It’s also a reason to consider TikTok marketing. If your brand is in need of a boost, then why not ditch the status quo and try something new? If you work with only one or two influencers initially, then the stakes are rather low – your returns could be far greater, making it a risk worth taking.

  1. Avenues For Lots Of Businesses

You might think TikTok marketing is only for fashion and lifestyle brands, but this isn’t the case. One of the reasons that TikTok is so popular amongst a massive demographic, is because it caters to different audiences. Clever algorithms mean that users see the kind of content they’re interested in, and you’d be surprised at how niche these topics can go. Niches spotted by The Source PR team include…

  • Dancing & singing
  • Comedy
  • Fashion
  • Makeup & beauty
  • Reading
  • Art & crafts
  • Farming
  • Dog grooming
  • Cake making
  • Cooking
  • University & learning
  • Marketing
  • Science
  • Cars & transport
  • Cleaning

And so much more. If your company is open to exploring new things, then you can almost certainly give TikTok marketing a go.

  1. Opportunity For Virality

Last but not least, another reason to consider TikTok marketing is that it appears to be easier to achieve virality than on any other social media platform. When a post gets over a million likes on Instagram, it’s rather a big deal. However, on TikTok, content exceeds this figure on the daily. If you create a great piece of marketing with an influencer with a respectable following, then the chances of a great reach are really quite favourable.

If your brand isn’t already utilising a TikTok marketing strategy, perhaps it should be. For advice on influencer marketing, as well as PR, social and digital, you can get in touch with our team here.

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

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.

 

THE MARKETING STRATEGIES YOU SHOULD BE USING RIGHT NOW

As the UK is slowly easing out of lockdown, it has never been more important to deploy a number of marketing strategies to help support your business as it begins to resume normalcy. Normality might be a stretch, as life as we know it has changed a lot over the course of the law few months.

Nevertheless, lots of brands have adjusted their procedures accordingly so that they can work and trade in the “new normal” we have found ourselves to be in. Now that provisions have been made, it’s time to start marketing to your pre-existing, and potential new customers – let’s make up for lost time.

The value of marketing should never be understated. Even during UK lockdown where many businesses had to close, there was still a need to communicate and keep your brand alive. The idea was to not let your customers forget about you, and to keep them engaged and excited for when you may be able to resume ‘business as normal’. Now, since non-essential retailers have been able to open, and as the hospitality industry begins to resume next month, your marketing strategies need to change accordingly. No longer is the message: “we are here waiting for your return”, it is “we are back, and this is why you should be spending money with us”.

To get such messages across, you’ll need to use a number of marketing strategies and tactics. One is often not enough. In order to recuperate the losses that lockdown might have brought, you’re going to want to be visible to a large audience of varying demographics and with different interests. As well as remarketing to existing customers, now’s the time to start encouraging new ones in too.

Below, our team have put together some advice on marketing for hospitality, retail and other industries that might have been impacted by the Covid-19 restrictions.

Marketing Strategies For Hospitality, Retail & Other Sectors

As mentioned above, you’re going to want to deploy a number of marketing strategies in order to reach as many (relevant) people as possible. There are a number of ways in which you can do this, and they include…

Social Media Marketing

Social media marketing is great for retargeting, as chances are your followers like your content, or even better – your brand. As such, utilising social media could be the low hanging fruit for your reopening marketing strategies. Use platforms such as Twitter, Facebook, Instagram and LinkedIn to share business updates, inspirational content, hygiene protocols that will give your customers a safe experience, and anything else that you know is a particular hit with your consumers. To help build following, and to get people excited about your brand again, you might even want to run a social media competition or two. The most important thing is to remain active, you want to be popping up time and time again to your audience so that you’re on their mind ahead of 4th of July, where most businesses will be able to resume trading.

Word Of Mouth Marketing

Word of mouth marketing remains to be the best tactic there is. It’s said that as many as 83% of people would trust a reccomendation, if it came from their friends or family. Though this is largely an organic process, there are some things you can do to help it along. Why not encourage your consumers to leave you a good review on social media, or focus on branding so that even after they leave your establishment, they remember you. This could be a branded gift bag, or even something as small as a branded after-dinner mint if you’re a restaurant. When a customer goes home, and their friend or relative asks about you (perhaps being prompted after seeing your brand), you’re going to want them to say good things. Of course, word of mouth marketing is largely encouraged by the business providing an excellent service or product, so this should be a crucial focus as you reopen, or prepare to reopen on the 4th of July. Remember to share positive testimonials on social media too, as they can help reinforce to stakeholders why your brand is awesome. Reading a good review could be the final push a potential consumer, who’s been sitting on the fence, needs to pay you a visit.

Public Relations (PR)

PR is our bread and butter here at Source PR, but it also fundamentally important to your overall marketing strategy. Public Relations is a blanket term which covers your reputation management, this can be built up in lots of ways. Fundamentally though, it’s important to work on your strategy, possibly by utilising a PR agency, to ensure your brand image is a strong one, and one that rises above key competitors in your industry. A big part of PR is media relations, which involves getting your brand into media titles, both online and in print. This kind of exposure for your brand is great as you adjust to trading again, as it can reach a potential audience pool wider than your social media, for example, might be able to get.

PPC & Paid Social

Another way to reach a wider audience, and one that we would recommend if you’re trying to grow your consumer base is PPC and paid social. This involves using the ad-services on Google, as well as Facebook and Instagram. Paid social ads mean that your content will reach eyeballs that might never have interacted with your brand before (or those that have, that are yet to make a conversion), whereas PPC will put you at the top of a Google results page when potential customers are searching for queries that relate to your business.

Search Engine Optimisation (SEO)

Another way to target searchers, and perhaps the most effective, is through Search Engine Optimisation (SEO). When your customers search for queries, such as “DIY stores near me” then if your business name appears near the top of that results page, it’s more likely that they’ll come to visit you. In fact, according to Think With Google, 82% of smartphone users use a search engine when looking for a local business. SEO, the process of improving your website so you rank higher for these terms, is a difficult strategy that takes many years to master, but is a marketing strategy well worth considering. Why? Because you can not only reach a new audience, but also one that’s geo-targeted. Plus, the number of searchers is huge. According to Hubspot, Google processes around 70,000 searches every second.

Which marketing strategies will you be deploying as we move out of lockdown? If you need assistance in social media, PR, PPC, Paid Social, SEO, Influencer Marketing or any other means of communication, then why not send us a message and see how we can support your business?

THE BEST CRISIS PR CAMPAIGNS TAKE COURAGE

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

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

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

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

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

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

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

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

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

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

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

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.

IS IT POSSIBLE TO WORK JUST AS PRODUCTIVELY FROM HOME?

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

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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