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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.

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.

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 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.

CORONAVIRUS CRISIS COMMUNICATIONS PLAN: HOW TO USE PR TO PROTECT YOUR BUSINESS

The rapid spread of the Coronavirus has pushed the WHO to declare a pandemic.

To date, there are around 139,075 cases of Coronavirus (also known as COVID-129) globally, 5,117 have died and cases are now found in almost every country in the world.

Stock markets have been hit and the International Monetary Fund has declared that the world’s ‘fragile economy’ could be derailed if the virus is not contained.

Coronavirus Crisis Communications Plan

Source: Worldometers

Now, the question to be raised is “how can businesses deal with the Coronavirus outbreak?”.

Read more

AGRICULTURAL MARKETING CAMPAIGN LAUNCHED TO TACKLE DEPRESSION IN THE SECTOR

Agriculture has one of the worst safety records of all industries and so a new agricultural marketing campaign to tackle the issue has been widely welcomed. Being depressed and not focused can lead to accidents – with 85% of young farmers saying there is a correlation between farm safety and mental health.

The Farm Safety Foundation, which runs campaigns such as Farm Safety Week, Yellow Wellies – Who Would Fill Your Boots and Mind your Head, funds courses to train farmers on how to deal with risks in the industry and to challenge risk-taking behaviour. The effective PR campaign targeting the agricultural sector – Mind Your Head – ran from February 10-14 and Farm Safety Week is coming up from July 20-24.

Mental health awareness is at the top of the news agenda and the farming industry is demonstrably susceptible to mental health problems; according to the Farm Safety Foundation, 84% of farmers under 40 believe mental health issues are the biggest problem they face.

The main reason is perhaps the way of life experienced by many farmers: the combination of long working hours, isolation, uncertain markets and high levels of borrowing can take their toll. As agriculture becomes increasingly automated, tractor drivers may spend days alone, often out of contact due to a lack of signal; this also applies to remote hill farmers. As well as being isolating, it is concerning in case of an accident.

Social media influence

Rural isolation can be as harmful as smoking and obesity according to a study commissioned by the cross-party Commission on Loneliness which described it as a silent epidemic, with links to dementia and poor mental health.

The value of campaigns and social media influence on rural industries is immense in helping disseminate information. Contact Source PR for advice on rural PR campaigns, rural marketing and effective social media.

STAKEHOLDER COMMUNICATIONS – FIGHTING FOR FARMERS

The high standards of British agriculture will be heralded at a London rally organised by the NFU in a bid to make the Government think twice about allowing food into the UK which is produced to lesser standards in any trade deal.  By undertaking a programme of effective stakeholder communications, the farming and food community is set to raise awareness and deliver the results and assurances they need.

The rally, on March 25 at the Queen Elizabeth II Centre, Westminster, aims to secure a commitment that UK standards will be safeguarded in trade deals to be negotiated this year with Europe and the rest of the world.

It will feature speeches from environmental and consumer spokespeople, animal welfare professionals and farming leaders. The message is that UK farmers produce safe, traceable food and this excellence must not be sacrificed in the necessity to strike free trade deals.

MPs will be invited and the event will undoubtedly put pressure on Government to avoid kow-towing to other countries. The Conservative manifesto also pledged to not jeopardise UK animal welfare standards; further influence comes from a letter to the Prime Minister signed by over 60 groups including the RSPCA and Soil Association urging the protection of food standards.

Campaign publicity

Farming is not generally an industry which takes to the streets of the capital to make demands. There’s a swathe of public support for maintaining our food standards and not allowing items such as chlorinated chicken and hormone-fed beef into the UK. The unpalatable history of big landowners receiving the largest subsidy payments is now receding, which may also generate support for the industry as it adjusts to provide public goods in return for subsidy payments: this bedrock of support lessens the potential for cries of self-interest to be levelled at farmers.

The publicity campaign surrounding the rally has already succeeded in highlighting the standards of UK farming and coverage in the weeks before the event could add further weight: the power of the campaign will undoubtedly exert pressure on Government.

For advice on successful campaigning and strategic PR, contact the team at Source PR.

DIVERSIFY, BUT TELL YOUR STORY WELL

Adding income streams through diversification projects is focusing the business brains of many farms and estates in this post-Brexit landscape. And while a new farm shop, glamping enterprise or festival requires concentrated attention, it’s also vital to think about PR and marketing for your rural business to actually tell customers about your rural business or scheme.

People are wanting more from the countryside – more to see, do and experience – and this behavioural change creates opportunities. Estates and farms may be thinking of outdoor film nights, festivals, high-end camping experiences or demonstrations of local goods: these are all great stories to tell via social media and structured PR.

Rural Marketing and brand building

Take the example of creating a high-end product by rearing extensively farmed meat;  research shows that some customers are keen to pay more and travel further to make a special purchase of say, Longhorn beef. The story that needs to be told includes the health benefits of the meat, the welfare enjoyed by the cattle, the rearing system, (e.g. a grass-fed diet) and interesting breed traits. By promoting provenance, you can build a brand.

The benefits of nature are increasingly cited as helping with mental health problems; this offers opportunities for creating low-cost schemes such as walking and cycling routes or woodland glamping. With the possibility of outdoor therapy being prescribed by the NHS in future, these are good stories to tell. Likewise, with broadband and the prospect of 5G opening up rural areas creating opportunities for diverse businesses, it’s important to publicise an exciting enterprise, engaging with the local community as well as broader  promotion.

It’s easy to get bogged down in the detail of setting up a business. A different perspective on reaching out to a wider customer base can be illuminating – that’s where professional PR and marketing come in and can pay dividends.  Get in contact with our specialist rural PR and marketing team for a free business consultation.

 

THE PR PUSH FOR BIG BEN TO BONG IN BREXIT..?

The PR campaign that aimed to get Big Ben to chime at the point of the UK’s departure from the EU has failed to reach the required funding to go ahead.

The StandUp4Brexit group conceded that they aren’t able to raise the required £500k to hear the bell chime in the change, saying that the £272,000 already raised will instead go to veterans’ charity Help for Heroes.

Although the StandUp4Brexit team ran a good PR and social media campaign, securing 14,280 donations from 56 countries in under a fortnight, they did not manage to get the ambitious project over the line.  They did however create a debate that trended widely across national and international media through on-line, broadcast and traditional media outlets.

Although Big Ben has chimed at significant occasions in the nation’s history, including the end of wars, New Year’s Eve, royal weddings and funerals – Brexit Party chairman Richard Tice told the BBC’s Today programme that he felt “bureaucrats in the Houses of Parliament” had blocked the idea.

In an attempt to reconcile the leave and remain public, Downing St has sought to distance itself from the Big Ben chime campaign, instead focusing on plans to mark Brexit Day with a less ambitious PR campaign – preferring a simple illumination of the whole Elizabeth Tower.

PR Campaign Evaluation

If evaluating the success of Standup4Brexit’s campaign, on one level it has clearly failed in achieving its principal aim of securing the funds needed to fulfil their aims.  However, as often with PR, it has undoubtedly succeeded in getting its messages, story and position to a wide audience.  It’s created engagement and debate while also successfully linking to its core messages around sovereignty, self-determination and ‘Britishness’.

The campaign has also pressured the government into marking the occasion with its own illuminations.  There is even rumour that a recording of Big Ben’s chimes will be played through a loudspeaker at an event in Parliament Square.  They even managed to get “provisional authorisation” from the Office of the London Mayor – a staunch Remainer.

So perhaps the Standup4Brexit campaign was not a total failure after all, but let’s hope the next concerted PR campaign is focussed on healing the Brexit rift.  If used correctly, PR is uniquely placed in its ability to bring people together – then the nation will certainly have something to celebrate.

Contact the team if you’re looking to crowdfund for a campaign or if looking to raise your profile amongst influential audiences and stakeholders.

PR TOP TIPS TO IMPLEMENT IN 2020

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

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

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

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

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

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

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

 

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