In-House vs PR Agency: Which is Best When You’re Starting Out in PR?

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When you’re first starting a career in Public Relations it can feel a bit like standing at a crossroads. One sign says, “In-House PR”, the other says “PR Agency”, and you’re stood there wondering which way to go. I’ve been lucky enough to dip my toes in both worlds early on.  

During my placement year, I worked in-house at Bentley Motors, surrounded by incredible cars and even more incredible people. And now, just after graduating with a First Class Honours Degree from Liverpool John Moores University in Business and Public Relations, I’ve landed my first big girl job at Source PR, a boutique PR and marketing agency in the North West 

Both roles offer a wide range of valuable experiences and opportunities, and this got me thinking where is the best place to begin a career in PR? In-house or agency? With that in mind I thought it might be useful to share what I’ve learned about the pros and cons of each, especially if you’re just starting out and wondering where you’ll thrive. 

 

So, what is in-house PR? 

In-house PR means you’re working directly for one brand. Your job is to live and breathe its personality, values, and voice every single day. 

During my time at Bentley, my world was all about luxury. From press releases to social media posts, everything needed to reflect the craftsmanship and heritage behind the brand. I also got to see how PR connects with the wider business. The communications team was involved in everything, from marketing, events, and product launches to areas you might not expect, like HR, Finance, and even Manufacturing. It’s a truly immersive way to experience PR. 

 

And what about a PR agency? 

An agency is a completely different pace. Instead of representing one brand, you’re working with lots of different clients, each with their own tone of voice, industry, and goals. 

Here at Source PR, one day I might be writing a blog for a construction company, the next I’m helping with a food brand’s product launch. It keeps you on your toes and there’s never really a “same” day twice. 

 

The perks of starting out in-house 

  • You get deep knowledge of one brand. 
  • You see how PR fits into the bigger business picture. 
  • You build close, consistent relationships with the same people. 
  • The pace can be a little more predictable compared to agency life. 

 

The downsides of starting out in-house 

  • It can feel less varied and possibly repetitive, as you work with one brand, with one style of messaging. 
  • You only gain experience in one industry and while it can be great for building deep expertise, it can make it difficult to move into other sectors later.  
  • Career progression can be slower unless there’s a big comms department. 

 

The perks of starting out in an agency 

  • There’s a lot of variety as you work with different clients and industries. 
  • You learn quickly, the faster pace forces you to pick things up fast. 
  • You grow your network beyond one brand, something that is invaluable especially in your early career. 
  • You build a broad portfolio of work early on. 

 

The challenges of agency life 

  • The faster pace can be challenging; you’ll constantly be juggling several clients and projects at the same time. 
  • You don’t always get to see the long-term impact of campaigns. You might work on a fantastic campaign but once it’s done, you’re instantly on to the next project.  
  • Balancing multiple clients means switching priorities at a moment’s notice, something urgent may pop up and a more relaxed day can quickly turn. 

 

The advice I’ve kept hearing  

I’ve received advice from multiple people as I’ve began building a career in PR, my lecturers, my manager at Bentley and other PR professionals. Most of them have said:  

“If you can, start out in an agency, then move in-house later if you want to specialise.” 

Their reasoning? Agency life gives you a huge variety of experiences and skills right at the start, which makes you even more valuable if you do decide to go in-house later. It also gives you the opportunity to explore what areas you enjoy the most.  

It’s not a hard rule, plenty of people do it the other way around but I can already see why it’s popular advice. 

 

How do you choose which is right for you? 

Think about: 

  • Do you like variety and a faster pace, or do you prefer to focus on one brand long-term? 
  • Do you want to explore multiple industries, or go deep into one? 
  • Where do you see yourself in a few years? A brand spokesperson, or a multi-sector PR all-rounder? 

 

Final thought

There’s no one “right” way to start your PR career. My year at Bentley gave me a front-row seat to brand storytelling. Now, at Source PR, I’m learning how to tell lots of different stories all at once. 

Whether you go in-house, agency, or hop between the two, the most important thing is to take every opportunity you can because every experience teaches you something new. 

3 Mistakes You’re Making When Blog Writing

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When I joined Source PR a year and a half ago, I thought I had blog writing in the bag. As an English Literature graduate, I was used to writing thousands of words, unpicking texts from every angle and weaving in as much context as possible. But PR blog writing is a little different to that. 

The shift from academic writing to clear, concise, client-focused blogs has been a learning curve. So, if you’re just starting out in PR or are looking to fine-tune your blog writing, here are my top three mistakes to avoid. 

 

  1. Not Taking Your Time

When I first started out, I had no idea how long a blog should take me. Was I being slow? Too quick? Should research take me 30 minutes or two hours?  

I quickly learned that there’s no “perfect” timeframe for blog writing and what matters far more is the quality of what you write.  

Often, research takes longer than writing and that’s okay. I’d actually encourage it. The time you spend gathering information is what’s going to make your blog unique and valuable, not just to the reader, but to the client too. I’ve had times where researching has helped uncover new industry insights that even the client hadn’t come across before. 

Especially in B2B PR, where topics can be niche or technical, giving yourself time to read, plan and write is essential. Sometimes you’ll be in the zone and finish a blog in two hours; other times, especially post-lunch on a cosy afternoon, it might take a little longer, and because we’re not AI bots, that’s normal. Likewise, if you’re working on one client that you know inside out, and one that you are only just becoming familiar with, one is going to be a far quicker feat than the other.  

 

  1. Not Evaluating Your Research Properly

We’ve all heard the “don’t use Wikipedia” speech from teachers, and while that might sound a bit outdated, the principle still applies. You mustn’t take what you find online at face value. At the end of the day, if you search ‘is the Earth flat?’ you’ll find the majority of articles saying ‘no’ but there will still be one out there that inaccurately says ‘yes, the Earth is flat’. 

When you’re referencing statistics or studies, look at how the data was gathered. A survey of 50 people won’t be nearly as robust as one with 500+ respondents. Reputable sources like Statista, Mintel Reports, or official government and industry publications are extremely reliable sources so stick to these if you are unsure.  

Don’t be afraid to check in with your client either. You may be the expert when it comes to comms, but they are the industry expert. PR work is ultimately a partnership, so don’t hesitate to flag anything with them. After all, it’ll only show you’re keen on the account.  

 

  1. Writing Too Much

Early on, I thought the longer the blog, the better. I’d aim for 1,000+ words because more words means more value, right? I quickly learned that that’s not necessarily true. 

SEO experts (like Yoast) generally recommend that client blogs sit around 700 words. It’s enough to explain your point, support it with relevant data and keep your audience engaged, without overwhelming them. 

The same goes for social media content too. While it’s tempting to write all you’ve just researched on ‘pressure-vacuum relief valves’, it won’t be punchy on social media unless you keep it short and impactful. Harness blogs for long form content, but even there, make sure you’re being proportionately concise.  

 

Some Personal Advice 

I feel like it’s so easy to fall into the trap of feeling like you ought to write more or are even being too slow when blog writing. It can be easy to compare yourself to others and then fall into all these common mistakes. This is all part of the learning process. If you’re new to PR, my best advice would be to take your time, utilise researching for blogs as a way of getting to know your client and make sure the content you provide is valuable rather than vast. 

Whether you’re in-house or agency-side, blog content is a powerful tool for brand building and thought leadership. If you’d like help making clear, SEO-friendly blogs that resonate with your audience, get in touch with us at Source PR. We’d love to help! 

 

The Rise of TikTok SEO And Why PRs Should Care

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Google it? Nah. These days, it’s more like ‘TikTok it’.

From recipes and skincare to date night ideas and restaurant reviews, TikTok is fast becoming the go-to search engine for Gen Z. And no, that’s not an exaggeration – data shows that 74% of Gen Z internet users use TikTok for search and 51% favour it over Google.

So, what does this mean for PRs? Basically, if your campaign content isn’t showing up in TikTok searches, you could be completely invisible to one of the most engaged audiences out there.

 

What’s TikTok SEO?

It’s pretty much what it says on the tin – optimising your content so it can be found on TikTok search. Think hashtags, keywords in captions, on-screen text, trending sounds, and even comment section strategy. The algorithm loves context and interaction – so whether it’s a brand collab or a press story, you need to think search first, scroll second.

 

Why Is TikTok SEO a Big Deal?

Because TikTok isn’t just where people hang out anymore – it’s where they decide.

Whether it’s “best vegan restaurants in Liverpool” or “quiet coffee shops for studying”, TikTok is now the discovery zone. People aren’t just consuming content passively – they’re actively searching, comparing, bookmarking.

And from a PR standpoint? That’s a golden opportunity to put your brand, client, or message right in front of someone who’s already looking for what you do.

 

So… What’s TikTok SEO Got To Do With PR?

If we’re honest, most PRs have spent years perfecting the art of the press release. We’ve nailed the “So What?” headlines and the perfect news angle. But we now need to start thinking in terms of scroll speed, sound bites and what people type into TikTok when they want answers.

 

How Can Businesses Use TikTok Strategically?

If you’re still seeing TikTok as just a lip-syncing app, it might be time to rethink your strategy. Businesses of all sizes are now using TikTok  brand storytelling, customer service, product demos, recruitment – you name it.

Whether you’re a B2B software company or an artisan bakery, here’s where TikTok can fit in:

  1. Be discoverable
    Just like you optimise a press release headline or a blog for search engines, TikTok content needs to be keyword rich. That means knowing your audience, anticipating their search queries, and weaving them naturally into your posts.
  2. Educate and entertain
    Explainer-style content performs incredibly well – think “3 things you didn’t know about…” or “Behind the scenes of…” These kinds of videos not only answer search queries but build trust.
  3. Showcase real people
    Whether it’s your team, your customers, or creators you collaborate with, authentic, face-to-camera content feels more personal – and more persuasive. Don’t worry too much about it being polished. TikTok isn’t Instagram, and that’s kind of the point.
  4. Join the conversation
    React to trends or stitch popular videos with your brand’s take. This is where PR skills really come in – understanding when to jump in on a topic, when to sit it out, and how to position your voice without sounding out of touch.

 

The Face of TikTok?  It’s Definitely Not a Robot

This isn’t about hacks or gaming the algorithm – it’s still about people, stories, and strategy. TikTok might be driven by AI, but the content that works still relies on understanding how your audience thinks, what they care about, and how they talk.

PRs are natural storytellers, and TikTok SEO is just another way to make sure those stories are actually heard. It’s where media insight meets creative flair – and yes, maybe a trending sound or two.

 

Not Sure Where to Start?

If it all feels a little too Gen Z, don’t worry – we’re not about turning your brand into a dance challenge.

At Source, our team of skilled professionals are experts in helping businesses step confidently into new platforms. Whether you need help planning your TikTok strategy, refining your messaging, or simply making sense of what this all means for your brand – we’re here to help you take the next step.

Want to find out how we can help your business? Drop us a line here

What are the benefits of Community PR

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When it comes to shaping your business’s identity, it’s easy to focus on national campaigns or polished digital strategies. But sometimes, the most meaningful connections are forged much closer to home. Community PR isn’t just about sponsoring the occasional event or sending out press releases—it’s about becoming an integral part of the local area and creating relationships that truly resonate with your customers and community.

Why Community PR Is So Powerful

At its heart, community PR is about showing that your business cares. It’s about stepping beyond being “just another company” and becoming a name that’s genuinely woven into the community. Whether you’re supporting a local charity, working with nearby schools, or helping to organise events, these efforts demonstrate a real commitment to the people and places you serve.

The trust you build through consistent, thoughtful contributions pays dividends. In fact, 77% of consumers want to buy from companies they feel are making the world better, and 92% of consumers are more likely to trust a company that embraces CSR. These statistics show the powerful impact community PR can have on your reputation—and your bottom line.

Building Relationships That Work Both Ways

No business exists in isolation. Each one operates within a web of connections—customers, suppliers, and neighbours—all of whom shape its success. Engaging with your local community helps to strengthen these relationships and creates opportunities that benefit everyone involved.

Collaborations are particularly effective. Partnering with local community groups, for example, amplifies your impact and introduces your business to potential customers in a way that feels authentic. Supporting a community sports team, or backing a local event, doesn’t just get your logo in front of people; it shows that your business shares their values.

Word-of-mouth referrals often follow naturally too. There’s something uniquely powerful about a recommendation shared over coffee with a friend or in a neighbourhood group online—it’s genuine and trusted in a way that advertising simply can’t replicate.

Becoming a True Community Contributor

Businesses that stand out are those that actively give back, and not just with cheques or sponsorship banners. The difference comes from rolling up your sleeves and getting involved.

Hosting workshops, lending your space to community groups, or even organising a local seasonal events shows you’re invested in improving the area for everyone – rather than just an exercise in community PR. These actions also humanise your brand, making it feel more like a neighbour and less like a faceless entity.

When people see your business as a contributor to the community’s success, their support becomes personal. And that sense of personal connection is something no marketing budget can buy. And that sense of personal connection is something no marketing budget can buy.

The Wider Benefits

Strong community ties ripple outward in ways you might not expect. Beyond building a loyal customer base, they can also help attract employees who want to work for a company they’re proud of. A business that values its community often draws in people who share that ethos, creating a team that’s invested in more than just profits.

Community engagement also strengthens your relationship with local media. Journalists are far more likely to feature stories about businesses making a positive difference close to home, helping to spread your message even further.

Helping Businesses Make a Real Impact

At Source, we specialise in helping businesses create impactful CSR and community PR strategies. It’s not just about finding the right collaboration—our focus is ensuring it delivers value for both parties.

From identifying ideal community partners to ensuring long-term, mutually beneficial outcomes, we guide businesses in forming genuine connections that align with their goals. Our approach goes beyond surface-level efforts, helping businesses build deeper relationships with the communities that support them—turning sponsorships into meaningful partnerships that reflect shared values and long-term commitment.

Growing Together

Community PR isn’t just an add-on to your marketing strategy—it’s an opportunity to connect and grow in a way that feels authentic and enduring. By taking the time to genuinely invest in the places and people around you, your business becomes more than a brand. It becomes part of the story of a thriving community.

If you’re interested broadening your PR strategies to incorporate meaningful, lasting connections in your community, we’re here to help. With our expert guidance, we’ll help you find the right collaborations and maximise the impact of your community efforts.

6 Ways to Maximise Your B2B Marketing on LinkedIn

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As the top platform for networking, lead searching and career development, LinkedIn has become a game changer for B2B marketers. With over 1 billion people and 67 million companies now using the platform, it sure is a goldmine, and the stats will tell you just that:  

  • 80% of B2B marketers advertise on LinkedIn 
  • 77% of marketers agree that they see the best organic results from LinkedIn 
  • LinkedIn Ads reach over 14% of the global population 
  • In 2022, LinkedIn saw a 22% increase in engagement 

While LinkedIn is the key to unlocking your B2B audience, it can be easy to get stuck in cycle of only posting product promotion and company updates. So, if you’re looking to spice up your engagement, here are some of our favourite ways to maximise your LinkedIn marketing. 

Industry Trends and Thought Leadership 

One of your goals on LinkedIn should be to establish yourself as an expert in your field. Consistently sharing industry trends and insights will help you do just that. Whether you’re sharing company blogs or articles from industry magazines, being a thought leader will help you keep connected with industry peers and potential clients. This will not only build a community around your brand but will also help keep your employees informed and engaged with the industry.  

Case Studies & Success Stories 

Case studies are a powerful tool in your marketing kit. In fact, according to the 13th Annual B2B Content Marketing Report, case studies are among the top three most popular content assets. Case studies often are kept at bay on company websites, but this only limits their potential. Make sure you are promoting them and repurposing them on your socials. Highlighting these real-world success stories will only showcase your expertise and provide reasons why prospective customers should work with you.  

Behind-the-Scenes Content 

Humans are inherently nosy by nature so naturally we love to know what’s going on behind-the-scenes. Sharing this type of content will allow people to get a transparent view into your company’s culture and operations. Whether it’s a day in the life video, showing the process behind making a product, or sharing your company’s values, this content humanises your brand and allows people to connect with it on a more authentic level.  

Carousels 

Gaining five times as many clicks as any other post format, carousels are a hot shot on LinkedIn. A Linkedin carousel is a content format where viewers swipe through to read short clips of text, images and infographics. These swipeable posts offer a new and dynamic way to present information, making them highly effective. With these, the trick is to start with clear and concise messaging and use visually appealing designs. However, carousels can take a lot of experimentation, and it takes time to find your footing and see what resonates best with your audience but once you’ve cracked this, they are a winning tool.  

Employee Spotlights  

Highlighting your employees not only acknowledges their contributions but also humanises your brand. By sharing their stories, skills and accomplishments, you can boost morale and encourage reposts whilst painting your company as a desirable place to work. It’s a win-win: your employees feel valued, and your brand gains authenticity.   

Polls  

LinkedIn polls are a simple yet effective way to engage your audience and gather insights. They allow you to ask direct questions and receive instant feedback. Polls are also a great way to open up a two-way communication between you and your audience, helping you understand their preferences and opinions. This can be valuable in terms of shaping your content strategy, making informed business decisions and generating further engagement.  

 

Getting to grips with ever-changing features on social media can be tricky, so why not outsource your social media strategy? At Source PR, we can create a bespoke social media strategy that works for your business. Click here to find out more.  

 

How to capture journalist’s interest and secure national coverage

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Having worked in the PR and journalism world for over a decade, unsurprisingly the media landscape and ways of working have evolved. When I started as a fresh faced journalism graduate in 2013, there was no such thing as TikTok, and many more of us picked up a physical newspaper than in today’s world. In fact, from 2010-2020 sales of The Sun newspaper dropped by 58%, the FT by 60% and the Guardian by 56%, with many opting to view their news online or through social media platforms.

Over the last decade, there have been fewer journalists in the newsroom (though the ‘newsroom’ is now often, but not always, the journalist’s home office!) and therefore with time being tight and the digital news agenda being competitive, capturing the attention of said journalists has become a tougher job for us PRs. So, how can we, as PRs capture the attention of journalists and generate killer coverage for clients?

Know how to spot a good story

Of course, key to bagging coverage that will ‘wow’ the client and boost those readership stats is to have a great story to pitch in the first place. Journalists don’t want to be bombarded with sales messages and fads, they want factual, enticing stories that they know their audience will engage with.

At Source, we recently worked on a story which we knew would be a great one for the media. Our client Miller Homes was unveiling a specially commissioned statue at one of their developments in memory of a war horse named Blackie, to commemorate the horse along with all the other service animals that served during WWI.

The story was gold for regional and national press, with Blackie the horse striking a chord with journalists and the public alike. The team managed to secure ITV Granada to attend on the day, with a slot on both breakfast and teatime news, as well as two rounds of BBC coverage and local coverage to boot. So far the story has generated an audience of over three million people.

A rainy launch event at Wilbury Park

Pitch a story that serves the community

 Despite some perceptions, news outlets don’t just want to report on the doom and gloom in the world (although one journalist once told me ‘if it’s not about a stabbing or Love Island, we probably won’t cover it’ – I think this was hyperbole) …journalists love a local human interest story of positivity.

We are lucky that many of our clients have brilliant sustainability and CSR credentials and therefore we are able to get a lot from these stories in terms of press interest and coverage, which brings me nicely onto my next point…

Good video and imagery

Providing high quality images and ideally video will get you in the good books with the media. With attention spans at an all-time low, social media being such a huge part of where we get our news from, as well as images for print needing to be good quality, it’s important to invest (and it doesn’t need to cost a lot!) in good images and videos where possible. We have an in-house team that often shoot and edit videos on iPhone and these TikTok and Reels get great engagement. Equally, we have external photographers that we encourage our clients to use for bigger events to make sure we have those great shots to be able to share with the media.

Building relationships with journalists

As the saying goes, it’s not what you know it’s who you know. Though face-to-face meetings with journalists are rare these days, relationship building is still important. Getting to know what a journalist usually writes about, what locations they cover and providing high quality content and being easy to work with will quickly get you noticed and will often mean journalists start coming to you for quotes and content!

In fact, I reached out to business editor of North West Business Insider Robyn Hewson about this blog and she kindly provided some feedback on what she looks out for in pitches: “As a regional business magazine, the stories that interest us at Insider are ones that set out straight away the location of the business so we know it’s relevant for our patch. We focus on hard business news so anything with the words ‘acquisition’, ‘turnover’, ‘growth’ etc is going to catch our attention! We’re always on the lookout for new faces to include in the magazine or newsletters too so personally it piques my interest if an email talks about introducing me to a new business/ asks if someone is on our radar.”

Overall, it’s not easy to secure coverage in today’s competitive world, but with the right story and team it’s possible! If you think the Source team could help you elevate your PR presence, get in touch!

What Social Media Platforms Are Right For Your Business?

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Looking to give your business an edge on social media but not sure where to start? Well, your first step is to choose the right social media platform. Between Instagram, Facebook, LinkedIn, TikTok and Pinterest, it can be tempting to join them all. However, an effective social media strategy involves time, consistency and financial investment. There is a lot of traction to be gained through social media, so it’s important to only pick the platforms that are right for your business. 

Understanding Your Business Needs 

Are you looking to demonstrate the usefulness of a particular product? Are you wanting to network with others in the industry? Are you a freelancer looking to showcase your work? Or perhaps you’re looking to connect with customers and interact with them. 

Knowing what your business needs are is important when deciphering your social media marketing goals. There are hundreds of different platforms out there, each with their own bespoke algorithm and unique features. So, knowing your business needs and what kind of content you want to post will help matchmake the right social media platform for you.  

Social Media Platforms (In A Nutshell) 

Traditional Social Media Outlets: Facebook, LinkedIn and X (formerly Twitter) allow you to share both text and visual content to whomever you like. They share features like networking, event organising, polling and advertising. 

Image-Based: Other platforms such as Instagram, Pinterest and Snapchat are image-lead and allow you to showcase your aesthetic business portfolio. They come with features that allow you to shop in-app which eliminates the need to drive traffic to an external site. 

Short-Form Video Content: TikTok, YouTube Shorts and Instagram Reels allow you to share short-form video content. These platforms leave a lot of room for getting creative with product tutorials and brand storytelling. Short-form video content platforms are high on the rise with 73% of consumers now saying they prefer short-form video content to search for products or services.  

Discussion Forums: Though a little trickier to implement in your social media strategy, Reddit and Quora can be unique ways to engage with specific online communities, join in on industry chat and help with product/service questions.  

Private Community Groups: Online groups such as Facebook Groups, Discord or Patreon pull people together making for great ways to share exclusive business insight, interact with users and connect with them on a more personal scale.  

Knowing Your Audience 

Knowing who your target audience is, their age group, language, gender, etc, is key to finding what platforms they hang out on. If your audience isn’t active on a certain social media platform, then it is not worth pumping time and money into it.  

Reading into demographic data matters and using tools such as Sprout Social to identify your audience’s respective go-to platform is a must:  

Know Your Competitors Too 

What platforms are your competitors on? Which platforms are working well for them? What type of posts are performing better?  

It may feel like a cheat code, but looking at what your competitors are doing on their socials is a useful (and free) market research tool when it comes to deciding which platform to invest in and what type of content to post. 

Look At Your Resources  

Building brand awareness is about the long game. Momentum and credibility is far more important than a ‘go big or go home’ viral post that will peak and trough in a short amount of time.  

As far as posting frequency goes, it’s best to post around 2-5 times a week. However, do leave some room for experimentation. If your audience engages better when you post less frequently, and that works for you, then carry on. At the same time, make sure to measure what resources you have. Having too many platforms on your plate can quickly spread your business thin, resulting in posts that may not be so tailored to your brand. Unless you have a huge budget, keeping to 2-3 social media platforms is the recommended golden number. 

Make The Most Out Of The Platform You Choose 

Once you’ve decided which platforms you would like to build a brand profile on, make sure to make the most out of them. Here are some top tips for helping you do so: 

  • Don’t be too ‘salesy’: avoid simply broadcasting to your audience – entertaining and insightful content will go a lot further. 
  • Keep up with what’s trending: the latest news, memes, industry updates, TikTok sounds, memes. 
  • Don’t forget to use hashtags: they’re a trusty way to win over the algorithm. 
  • Post consistently and regularly: it’s important that when someone clicks onto your brand’s profile, there is enough content to find out who you are and what you do 
  • Repost and interact with audiences: starting polls, responding to direct messages and replying to comments will help your brand build both a strong relationship with users and a loyal customer base. 

With Source PR, you can outsource your social media strategy. Click here to find out more. 

 

 

International Women’s Day: How to ‘Inspire Inclusion’ in your PR and marketing activity

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International Women’s Day in 2024 should need no explanation. March 8th has been earmarked to celebrate and promote equality for women – all four billion of us. This year’s IWD theme is #InspireInclusion, intended to inspire others to understand and value women’s inclusion. With this in mind, let’s break down some ways you can make sure PR and marketing activity is inclusive to all.

Avoid stereotypes and bias

 This seems like an obvious one, but it’s 2024 and stereotyping still happens. I recall once sending a journalist a press release about my property client who had hired a new starter, a young black female, to a senior role. Instead of using the headshot provided, they opted for a stock image of two white men in suits shaking hands. Once called out, the image was immediately changed, however this is just one example of the underlying bias that still exists in the corporate world.

Be inclusive as well as diverse

Vernā Myers once said, diversity is being invited to the party. Inclusion is being asked to dance. When brainstorming marketing, PR and campaign ideas, it can be easy to listen to the loudest person in the room. However, when we employ a diverse workforce and then take onboard everyone’s ideas, creativity is increased tenfold and there’s certainly much less of culturally insensitive campaigns.

Use subtitles and captions on videos

 Video is a must in any social media or marketing campaign but it’s also important to make sure that video can be understood by all. Including captions helps those who cannot hear the video, or may not understand the language to do so.

And as a bonus, adding a textual transcription to videos will almost certainly have a positive impact on the video’s metrics.

Know your audience and read the room

Perhaps one of the first and most important elements of any PR or marketing campaign is knowing your audience. It’s important not to be caught out being short sighted or not completely understanding the audience that the PR or marketing is aimed at. Tone deaf campaigns (2016 Gap Kids campaign, anyone?) can do serious damage to a brand, so high quality research and conducting  a persona workshop, in some cases, can be vital.

Image from X

It’s clear that inclusion is key when it comes to creating a successful marketing, comms or PR campaign. If you’d like to talk to Source about how we can help with this, then get in touch!

Neuromarketing: Why Building An Emotional Connection Is Important

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Ever wondered why we make those impulse buys, why we choose one colour over another and why some brands resonate with us whilst others don’t? 

The truth is, whilst we like to think that our decisions are underpinned by logic, a lot of the time our decision making is actually driven by our subconscious minds. In fact, Harvard Professor Gerald Zaltman says that 95% percent of our purchase decision making takes place in the subconscious.  

Over the last decade, marketeers have caught onto the idea of looking into consumer ‘brainfluences’ to predict consumer preferences. This has led to a newfound and exciting way of conducting market research known as neuromarketing.  

What Is Neuromarketing? 

Neuromarketing, or consumer neuroscience, explores how we can use neuroscience to examine how our minds work and gain insight into consumer behaviour.  

Whilst traditional market research relies on the likes of engagement analytics and surveys, neuromarketing uses advanced scientific metrics such as heart rate monitoring, facial expressions tracking, eye-tracking, electroencephalograms (EEGs) and functional magnetic resonance imaging (fMRI).  

In essence, neuromarketing looks into the nitty-gritty of what makes us tick and can be an incredibly useful tool for gathering consumer insight. 

How Has Neuromarketing Been Used So Far?

Neuromarketing is a very pricey method of market research and only super brands such as Coca-Cola, Yahoo and Facebook have been able to check out the field so far.  

In 2018, Hyundai created a unique experiment to find out what consumers would consider as the most positive colour. In the experiment, participants were placed in a blank room that lit up one colour at a time. These participants were also hooked up to EEGs, that read the electrical activity inside their brains, and other bio-sensory tools that read heart rate and galvanic skin response. Hyundai were then able to extract emotional data as to what the individual was feeling in response to a certain colour i.e., bored, excited, relaxed or focused. The result: the colour blue was found to be the happiest colour. Despite ‘feeling blue’ giving it a bad rep, blue was found to be stimulating, energising and comforting. Since the experiment, Hyundai have injected touches of blue through its vehicles.  

Hilton Hotels have been another to experiment with neuromarketing. In 2020, during a conference in Liverpool, guests toured around displays and event stands. Hilton Hotels had placed 24 carefully positioned cameras that tracked each person’s movements and changes in expression as they moved between stalls. This Zenus Emotion AI technology was able to monitor even the most subtle of contractions in an individual’s facial muscles. By using facial expressions tracking to gauge how guests were feeling, the results found that a puppies-and-ice-cream stall was more engaging than the open bar. Though sounding a touch trivial (I know), the same system can be used to detect threat at border checkpoints, evaluate job candidates and monitor levels of boredom. 

Once more, in 2021, Procter & Gamble used an eye-tracking software to monitor participant eye movement and focus when watching some P&G mobile ads. The tool was able to detect which parts of the ads were more engaging and how consumer gaze patterns changed over time. This allowed P&G to tailor their content to better capture consumer attention and evoke the desired emotional response.  

The Future Of Neuromarketing  

Neuromarketing is an advanced method of helping brands to further personalise messages to suit individual customers, understand their emotional responses and use that data to better design products and services. Over the coming years, neuromarketing is expected to witness exponential growth and has a predicted 2029 market worth of USD 2.41 billion. 

That said, looking scientifically into consumer emotions is a difficult metric to capture and far too out of budget for most. However, what we can take away from this emerging discipline is the idea that forging an emotional connection with audiences adds tremendous value.  

Consumers are more driven by emotional responses than we think. The 2024 marketing statistics show:  

  • Ads portraying above-average emotional responses have a 23% potential sales increase 
  • Negative headlines have 30% higher click-through rates than ones with positive superlatives 
  • 82% of highly emotional brand-engaged consumers buy from their brand based on loyalty 

So, the science shows that emotions get the better of us. Building trust, echoing warm values, sparking excitement or even outrage is what draws customers the most. Putting emphasis on what you want to make your target audience feel and how you are going to make them feel that way should be an essential in your PR and marketing strategy.  

At Source PR, our range of marketing and digital strategies allow us to create a bespoke service that suits your chosen audience’s needs. To find out more, click here.  

Why Is Press Coverage So Important For A Business?

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Being featured in newspapers, magazines, on radio and TV is an unparalleled win for a business. It’s a remarkable way to cultivate influence, establish yourself in your industry, and amplify brand awareness. However, many smaller businesses often face challenges in terms of both knowledge and time when attempting to establish their presence.

The good news is that with a dash of knowledge and a PR team behind you, together we can master your media coverage journey.

 

The Power of Press Coverage

Press coverage can be a game-changer for businesses of all sizes. It’s like an amplifier that broadcasts your achievements, products, and stories to a wider audience. From boosting brand visibility and credibility, to attracting potential clients and investors, press coverage opens doors that might otherwise remain closed.

In today’s digital age, press coverage has transcended traditional print and broadcast mediums. Online articles, social media shares, and digital platforms give your story an extended shelf life. A well-placed article can generate a ripple effect, as readers share, comment, and engage with your content across the vast expanse of the internet. This amplification can drive organic traffic to your website, expand your online presence, and spark conversations that can shape your brand narrative.

Navigating the Time Maze

Crafting compelling press coverage takes time – time that many business owners often find themselves lacking. This is where a skilled PR team shines. We’re your dedicated time-savers, using our expertise to define and target the most appropriate media outlets for your business. Your focus remains on your core operations, while we work tirelessly to ensure your story gets the attention it deserves.

And when the opportunity for coverage knocks, timing is crucial. A PR team is prepared to seize these moments without hesitation. They have the flexibility to scale their efforts based on the urgency of the situation, whether it’s a breaking news story, a product launch, or an industry event. By having a team dedicated to monitoring, strategizing, and executing press opportunities, you ensure that no chance for impactful coverage slips through the cracks.

Pitch Perfect Strategy

The art of pitching is where a PR team truly shines. In a world where attention spans are shorter than ever, conciseness is key. A pitch that rambles on risks losing the attention of time-strapped journalists. A PR team understands the art of concise communication, distilling your story into a punchy yet informative message that grabs attention from the first sentence. Every word is carefully chosen to convey your story’s essence without overwhelming the reader.

We craft pitches that resonate with journalists and editors, focusing on what makes your story relevant, unique, and newsworthy. By tailoring our approach, we increase the likelihood of your story catching their eye and earning a place in their publication.

Tapping into the Right Connections

Ever heard the phrase “it’s not just what you know, but who you know”? In the world of PR, this rings true. Our extensive network of media contacts spans different industries and locations. This means we know exactly who to approach for specific topics, giving your story a higher chance of being picked up by the right people in the right places.

The Follow-Up Game

Getting a pitch accepted is just one step in the process. The follow-up is where the magic happens. We don’t just send a pitch and cross our fingers; we meticulously follow up, nurturing relationships and addressing any concerns. Our persistence ensures that your story remains on the radar until it’s a published reality.

Managing Expectations, Delivering Results

Here at Source PR, we believe in transparent communication. Managing client expectations is a cornerstone of our approach. While we work thoroughly to secure press coverage, it’s important to remember that not every pitch will result in an immediate feature. Sometimes, it’s about timing, the news cycle, or the angle. Rest assured, we’re committed to continuously refining our strategy and delivering tangible results.

 

In conclusion, press coverage is a potent tool that can elevate your business to new heights. Yet, navigating the complex world of media requires finesse, time, and an insider’s perspective. A dedicated PR team like ours can be your guiding light, ensuring your stories are strategically targeted, perfectly pitched, and relentlessly pursued. By enlisting our expertise, you gain more than just press coverage – you gain a partner dedicated to propelling your business forward.

 

Ready to take the plunge and harness the power of press coverage? Contact us today and embark on your new PR journey with Source.