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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

THE SOURCE TO SUPPORT HOSPICE OF THE GOOD SHEPHERD WITH COMPLIMENTARY CHARITY PR

As times are rather tense right now, let’s have some positivity.

A few weeks ago, for Random Acts of Kindness Day, we shared that we’d decided to offer 6 months’ worth of complimentary charity PR to a local organisation who we felt were really in need of it.

Charity PR assistance - Source PR and Hospice of The Good Shepherd

After leaving the decision to you, the public, we were blown away with the response and all of your nominations.

Who We Decided To Offer Charity PR To, And Why…

Careful deliberation between the team has led us to a decision that the charity we wish to support is…

The Hospice of The Good Shepherd, who are based nearby to our office in Cheshire.

The Hospice of The Good Shepherd are a superb local charity who, free of charge, provide special palliative care for people with both cancer and non-cancer life limiting illnesses, at all stages. The dedicated team of staff and healthcare professionals tend to the physical, emotional and social needs of those with a life-limiting illness and help to maintain their dignity. Not only this, but they also care for relatives, carers and friends as well as patients.

Being a local Cheshire charity with such an important goal, though the decision was not easy, we felt very natural choosing Hospice Of The Good Shepherd for our charity PR campaign.

Charity PR - Source PR Support Hospice Of The Good Shepherd With Complimentary PR

We’re looking forward to showing you the work we plan to do with them.

Looking For A PR Agency?

If you’re looking for PR support for your business, why not give us a call and find out what we can do for you? Based in Cheshire, our integrated PR agency contains a team of experts in all things PR, social media, digital marketing and more.

Click here to get in touch, or give us a call on 01829 720 789.

 

Featured image credit: Chester Tweets.

THE NORTH WEST PR AGENCY

This week were excited to see our profile piece appear on Prolific North as a leading North West PR agency.  Although based in Cheshire, Source PR has increased its presence across the North West and is delighted to be profiled in this way.

Award winning Source PR, established more than 10 years ago, has grown year on year and is now regarded as one of the leading PR, marketing and digital agencies in Chester, Cheshire and the whole of the North West.

The great work undertaken by the team, covering all services including social media management, B2B PR, consumer PR, design and digital communications have all been recognised by clients with some excellent endorsements achieved across the board.

The team is also recognised for the work it has done in both helping with crisis communications, stakeholder engagement strategies as well as supporting rural businesses raise their profile and develop effective marketing strategies that build credibility and deliver customer engagement.

The North West PR Agency is also well placed to provide specialist communication support for businesses looking to secure planning permissions or help with their broader stakeholder communications.  With experience of working in the property and construction sectors for decades, Source PR is uniquely placed to help businesses with a broad range of communications challenges and issues.

Most recently, Managing Director Louis Hill was asked by the national media to comment on the government’s Covid-19 communications strategies.  His comments were widely picked up in the national media including the Daily Telegraph, Daily Mail as well as The Metro.  This kind of media coverage is often achieved for the North West PR Agency’s clients – resulting in Source PR often being nominated and receiving numerous awards.

The team at Source PR comes from a wide variety of backgrounds including those with proven PR skills, journalist backgrounds or specialist social media / digital agencies.  The team is now responsible for communicating with more than a million customers on a weekly basis for its clients located across the UK.

Earlier this year, the North West PR agency has also secured it’s first international client, helping one of Europe’s leading manufacturing businesses extend its presence in the UK and to raise its profile, credibility and to share the excellent work it does with new and existing customers.

If you would like to speak with a member of Source PR’s North West PR agency team, contact us today.  We would be delighted to meet and discuss how we can help your business grow.

THE EXPECTATIONS OF BRANDS ON SOCIAL MEDIA

In recent years, the way brands approach public relations and customer interaction has changed radically. When your ASOS or Amazon package doesn’t arrive on time, your first step might be to send a tweet or DM to their official accounts. You’re then likely to hear from a sales team member or social media intern within minutes. Some even go beyond customer service and go to great lengths to provide humorous, cutting content that quickly goes viral; Tesco seem particularly adept at this, whether that’s ribbing a guy who implied that it’s uncool to be on Tesco Mobile, making a pun about ‘hitting the hay’ during their horse meat scandal in 2013, or flippantly telling a Tweeter that they probably aren’t going on any dates this weekend.

An Era of Accountability

A brand’s presence on social media also allows people to come together as a collective to hold them accountable for a product, headline or action that is, at best, below par, and at worst, offensive or harmful. The examples are numerous: the beauty community alone has held gurus such as Jaclyn Hill accountable for hair and metal balls found in her range of lipstick, as well as Jeffree Star for similar reasons; the defamatory Pepsi commercial that featured Kendall Jenner was taken down in less than 24 hours after Twitter’s backlash; and the Advertising Standards Authority began to investigate a weight-loss pill company after its billboards asking ‘Are you beach body ready?’ sparked heated conversations online.

But just where is the line drawn when it comes to advertising? A tongue-in-cheek joke or pun on a billboard might be just that to some, but to others, it could be a sign of the way in which advertising manipulates stereotypes or the insecurity of consumers. In the age of social media and accountability, it’s great that companies find it more difficult to get away with ads that are racist, sexist or otherwise. If it weren’t for the long campaigning of women’s rights groups, for example, we’d still be seeing ads for cars flanked by bikini-clad women.

A Step Too Far…Or Simple Misjudgement?

But it’s not always so clear cut. A campaign by Brewdog in 2018 was withdrawn amid claims of sexism, yet the pink bottles of their Punk IPA – rebranded to ‘Pink IPA’, complete with a new design – underwent their makeover to promote the gender pay gap, with 20% of the profits going to charities that fight gender inequality. Nevertheless, it was deemed ostentatious and unnecessary by The Crafty Beeress, a beer industry blogger, and Labour MP Jo Stevens, who tweeted their distaste.

McDonald’s, usually an industry-leader when it comes to ad campaigns, dug a hole for themselves when they encouraged social media users to use the hashtag #McDStories back in 2012 in order to highlight their guarantee of fresh produce. Users shared their horror stories of ‘finding a fingernail’ in their Big Mac, being hospitalized for food poisoning, and losing 50lb after they stopped eating at the restaurant. The campaign – originally set out to promote something positive – was so disastrous it lasted a mere two hours.

The McDonald’s ad in particular is a stark reminder of just what can happen if the tides of social media turn against a brand. Never mind if the campaign has good intentions; it seems there’s nothing more people enjoy on social media than collectively complaining, for better or worse.

So what can businesses learn from this?

Unfortunately, it sometimes seems to be the case that campaigns are either a swing or a miss, depending entirely on how they’re perceived. Common sense dictates not to go for anything that might be provocative in terms of social justice, and yet the alternative – promoting equality – doesn’t always sit right with consumers either. Ads that are simple, punchy and effective, with no ulterior motives, seem to be the safest bet.

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