CORONAVIRUS COMMUNICATIONS: WHY FIRMER GOVERNMENT MESSAGING WAS NEEDED

/in , , /by

Anyone can get it.

Anyone can spread it.

Stay home, protect the NHS, save lives.

This is the new messaging that the government released last night, after previous attempts of strong Coronavirus communications messaging to the public arguably failed.

Coronavirus Communications – How Important Is Getting The Message Right?

Throughout the unfolding of this pandemic, the government has been met with the challenge of keeping the public well informed and engaged; essentially, they hold the key to successfully containing the virus. The challenge, however, is to share key information, without causing panic or underplaying the issue.

Initially, this begun with the government trying to assure people that the virus would be able to be contained, in multiple press confrences it was downplayed. Now, several weeks on, the Coronavirus communications tactics have changed.

Learning from their mistakes, we believe that the government has noted that their earlier tactics were not successful, and have now moved to more open, transparent, and if you like – firmer – comms.

The announcement of the lockdown was unlike anything this generation has ever seen. The messaging from the government was clear and concise: you must not leave your home.

Before this, using words such as ‘we advise’ and ‘we suggest’ meant that many did not feel inclined to follow the rules, which could potentially be to blame for the increase outbreak of Covid-19 that the UK is now experiencing.

Now, they have gone one step further: explicitly stating that anyone can get Coronavirus, and consequently, anybody can spread it. You must stay home if you want to protect the NHS and save lives.

Coronavirus Communications - New Government Messaging

The best Coronavirus communications ads are those that are clear, but also relatable. They need to hit home and feel personal. The handwashing ad message put out by the government, for example, was effective – giving people a clear message and a simple way of ensuring the right amount of time is taken by twice singing one of the UK’s best-known songs – ‘Happy Birthday’.

This kind of message sticks in the mind, and is something that we don’t doubt the public would have taken on board, as the message was strong and no-nonsense.

Again, the ‘catch it, bin it and kill it’ advert that we’ve all come to know shows a simple way for people to take basic protective measures with clear illustrations and a simple message.

There are no suggestions, there is a firm ‘you must do this’ tone in the messaging, and this is why it works.

Why Did The Government Change Their Message?

The more generic advice to ‘stay off work and self-isolate for 14 days’ if feeling unwell, argugably lead to exploitation.

It’s a simple message but one that required more detail considering the potential impact on the economy. In situations like this, a rigid Coronavirus communications message is required and though trying not to cause hysteria, it would have been a better idea for the government to give the public all the information they had available. Perhaps then, the population may have understood the implications and repercussions of continuing to socialise and ignore social distancing guidelines for as long as they did.

They say a picture paints a thousand words, this comparison image of the Kaaba in Saudia Arabia shows the impact that the right messaging can have:

Coronavirus Communications - New Government Messaging Coronavirus Communications - New Government Messaging

The shift in the outward communication from the government now has seen more definitive messaging in place: “you must stay at home”, “you must not see friends”.

Following this, a large proportion of the working population is now doing so remotely, people are following guidelines to only leave the house once daily, and shops are now practicing prolific social distancing measures. The change in communication is in no doubt responsible for this, and it goes to show the importance of putting across the right message.

Communication works.

In all cases though, the government must also refrain from getting drawn into ‘Armageddon scenarios’ by speculating on figures for potential rises in deaths or NHS capabilities.

We’ve already seen incredible panic food buying in shops and it is likely to detract from the messages around how best to manage the impending epidemic. Your message needs to be clear and strong, and needs to ensure no room is left for speculation.”

Getting your communications right isn’t easy, if it was, everybody would be experts!

 

If you or your business is in need of professional, quality and, if needs be, confidential Coronavirus Communications advice, please email louis@sourcepr.co.uk or call 01829 720 789.

Louis, Managing Director of The Source, recently gave the press his advice around the Government’s updated Coronavirus messaging as the updated campaigns were announced; his comments can be found in the Metro, ITV, Yahoo, Daily Mail and more.

Instagram: @PRSource

Twitter: @Source_Tweets

Facebook: Source PR

LinkedIn: The Source

PR-ING THROUGH CORONAVIRUS: SMALL BUSINESS HELP AND ADVICE

/in , , , , /by

Coronavirus has caused truly extraordinary times, the UK – as well as several other countries – is currently on a lockdown. The first of its time.

Travel has been limited to all but essential movement, many businesses (such as restaurants, non-essential retail stores and gyms) have been forced to close their doors for the foreseeable future and the healthcare industry is under perhaps its biggest strain that this generation has ever seen. Because of current climate, we can’t shy away from the fact that many businesses are struggling. Whether you’ve had to temporarily cease trading altogether, or whether your customers are less inclined to part with their money due to the uncertainty at the moment – either way most organisations are feeling the pinch one way or another.

It’s not all bad news, however.

Though the current economic climate is bleak, and though many are struggling, we have also been given the gift of something that we wouldn’t normally have: time.

Now is not the time for radio silence, now is the time to be strengthening your brand message, communicating effectively and giving back to the community wherever you’re able. Whilst some brands have taken the stance of radio silence as the Coronavirus epidemic plays out, many others have adjusted and reacted to the current climate, and have been in a better position for it.

You have time to work on your strategies, to work on your brand position and to ensure that when this comes to pass, your business will emerge bigger and better than ever before.

If you’re a small business or an SME and struggling, there are a number of ways you can help yourself during this pandemic.

Small Business Coronavirus Help: How To Support Yourself

The government has already introduced revolutionary support for small businesses. Initiatives include a small business grant funding of £10,000 for all business in receipt of small business rate relief or rural rate relief, grant funding of £25,000 for retail, hospitality and leisure businesses with property with a rateable value between £15,000 and £51,000. This is as well as the job retention scheme put in place.

While this might be a short-term solution to an otherwise unnerving situation, it’s also crucial for small businesses to think about their long-term plans too.

Below, we’ve racked our PR, Social Media and Marketing brains together to bring you the very best advice on how your business can survive through Coronavirus; how to keep marching on through these uncertain times and how to effectively retain your brand image and position.

Don’t Give Up On Your Team

First and foremost, you need to trust your team.

Unlike many business crises, we’re all in this together and there are many businesses from various industries that are all feeling the strain that Coronavirus has brought about. In most business cases, your team will be instrumental to your survival during this period, so before adjusting your business strategies, you should be providing your team with the technology and support needed to undertake their work and trust that they will continue to deliver remotely.

Trust opens the door to productivity; the more you give, the more you get back.

Keep On Communicating

Effective communication has never been more important.

You should be keeping your communication channels open. You may appear closed to the outside world but it’s important to share the business’s contingencies, its plans and any changes in service. Share your successes or small wins and remember your customers and stakeholders are interested in people-centric stories, as well as positive outcomes in otherwise difficult circumstances.

There’s a strong demand in the media for any positive news amidst all this negativity, so if your business has something good to share this might be a good way of spreading your news further afield and making sure that people are still engaged with your brand.

Adding to this, there’s a new sense of community re-emerging – if your business has changed how it operates or is supporting others, such as pubs offering delivery services to those in need, make sure you share this. Social media usage has increased by 22% since lockdown and provides an excellent community engagement tool which may prove beneficial in the longer term.

Though you may not be trading at the moment, it’s important not to lose momentum. Make sure people still remember who your business is, what you do. Whether this is by maintaining an active social media presence, writing blogs for your website or even appearing in the news – don’t let people forget you if you want to continue to operate a successful business when this storm has passed.

Adapt And Evolve With The Climate

If your business can accommodate it, adaptability is important right now.

Under new government restrictions, many businesses can no longer trade as usual. Is there a way you can overcome this, and support your community too? For example, many restaurants are now offering takeaways and are giving out free meals whilst they do so, which is great in strengthening the business’ Corporate Social Reputation.

Could you keep your cashflow afloat by encouraging your stakeholders to purchase vouchers from you that can be redeemed at a later date?

Other examples of how companies may adapt during the Coronavirus period is by taking advantage of the technology we have at our disposal.

Could you give your consumers a digital version of your product or service to retain your custom? Some housebuilders are now operating fully online house viewings, whilst organisations such as Chester Zoo are livestreaming a day at the zoo on Facebook to the masses.

If your business can think of a quirky and imaginative way to stay relevant, it will almost certainly survive this uncertain period.

Create A Contingency Plan – Prepare For The Future

Plan for your future, because if you adopt the right attitude, there almost certainly will be one.

Can you create a contingency plan for your business?

Though there are so many things uncertain at the moment, if you can begin to strategize and plan your bounce-back for when this comes to pass, you’ll be in a more favourable position when the market reopens once more. Make sure you’re well prepared.

Whilst we all have extra time on our hands, we can make the most of this: working on our websites, our SEOs, or even developing social media or PR strategies.

The most important thing to add to your contingency plan, for now and for the future, is a plan that sees your business remaining adept in its industry. Make sure that people don’t forget your brand. Whether this is by thinking of a new and imaginative way to run your business (such as the examples above), or whether it’s just making sure you upkeep a strong media presence. If your company steps into the shadows during this period, it’ll be much harder for it to re-emerge when it’s over.

Also, be prepared for radical change once more when lockdown is over and when the virus dissipates. When you can reopen your doors again, you’ll almost certainly be met with a different audience than the one you’ve come to know. After recovering from the most governed period of their lives, there’s no doubt that people will be more appreciative. They’ll want to explore more, they’ll want to travel more, they’ll want to eat out more and they’ll want to buy more things.

We’ll have a more spontaneous and obligated population on our hands, so make sure your business is prepared to accommodate them.

Do you need PR, Marketing or Social Media support for your business? Either in handling the Coronavirus outbreak, or preparing for when it’s over? Call us for a free, confidential assessment of your situation on 01829 720 789 or email louis@sourcepr.co.uk.

Instagram: @PRSource

Twitter: @Source_Tweets

Facebook: Source PR

LinkedIn: The Source

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

/in , /by

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

/in , /by

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 LIFE OF A SOURCE PR INTERN – BY BRIDIE BUCKINGHAM

/in /by

As part of National Careers Week, our intern, Bridie Buckingham wrote about her experiences of being a ‘sourcerer’ intern and the pros of work experience.

Bridie also gives her own to advice for those who are thinking about their future career aspirations.

I’ve been a PR intern at Source PR for over seven months now and I must say they have been some of the best and busiest months of my life. A lot has changed in that time, I moved across the country, started at a new university and changed my degree to a completely new field of study.

Read more

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

/in /by

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

RANDOM ACTS OF KINDNESS DAY: HOW CAN BRANDS GET INVOLVED?

/in , , /by

February 17th is Random Acts of Kindness Day in the UK, and ever interested in Awareness Days and how they can be leveraged in PR and Marketing campaigns, we thought we’d take a look at how brands can get involved.

The Source are an ethical PR and marketing agency, we’re heavily invested in the rural community and work with brands who care deeply about their CSR and reputation. As such, days like Random Acts of Kindness Day are the exact kind of events that we’d look to include in our PR strategies.

Here’s a little more on why exactly we do this… 

Managing CSR For Brands

PR is all about brand reputation, it’s building and maintaining an image for a business and positioning them as ethical and responsibility. CSR (Corporate Social Responsibility) plays a huge part in this. For us, we like to make sure that the brands we work with are well versed in being involved with local communities and that support charities too.

It’s really important for your brand to have a great CSR strategy, as this can make or break your business’ reputation. Days such as Random Acts of Kindness Day can help to do exactly this…

How To Get Involved In Random Acts Of Kindness Day

Random Acts of Kindness Day is just one of the many Awareness Days worth getting involved in if you’re wanting to improve your brands CSR and overall reputation. What’s more, these kinds of Awareness Days are abundantly spoken about in the media, so it’s also a great PR and marketing opportunity for getting your brand some media coverage too.

Here’s some of our ideas as to how your brand can get involved in Random Acts of Kindness Day this year:

  • Donate some money to a local charity, such as an animal shelter or food bank. Don’t pre-plan the donation, just head in and leave a cheque (and ask if they wouldn’t mind a quick photo, of course).
  • Get some of your team out doing a litter pick or beach clean-up, showing kindness to the environment and to the earth.
  • Visit a local nursing home or children’s hospital and drop off some bits and bobs that you’ll know they’d love. This one might be a little harder to be ‘random’ as you’ll probably have to get in touch with a co-ordinator first, but it’s still a kind thing to do.
  • Email a small business or charity and offer an hour or two of your services for free, they won’t be expecting an email like that and if you work in a service-led industry (such as PR like us) that extra hour or two might benefit their business more than you could ever anticipate.
  • Ask your staff members to bring in a few items of food, or some clothing that can be donated either to a local food bank or charity shelter, helping out small businesses is a really nice idea for Random Acts of Kindness Day.
  • Shout about a small business on social media, if you have a great online presence – this could mean a world of difference to them in getting them some great exposure for their brand. Take for example the ‘Hinch Effect’, not too long-ago famed influencer Mrs. Hinch posted a story of the company who fitted her a loft ladder. And the results, well, click here to find out what happened.

Want help utilising strategies like the above, and turning your kindness into coverage, as well as a strong brand image? Get in touch with The Source to find out a little more about what we do, and how the ‘Sorcerers’ can support your brand’s marketing strategy.

Call us on 01829 720789. Or, see what we get up to on social…

Instagram: @PRSource

Twitter: @Source_Tweets

Facebook: Source PR

LinkedIn: The Source

NATIONAL STORYTELLING WEEK: HOW WE USE PR TO TELL STORIES

/in , , /by

Today marks the beginning of National Storytelling Week, a very important time for PR and marketers for multiple reasons.

You see, the basis of PR is the ability to tell a good story. As PR isn’t paying for somebody to promote your brand like you’d do with advertising (a common misconception about our sector), it’s proving to people that your brand is one worth talking about.

But how exactly can you make that happen? Well, us PR ‘Sourcerers’ have some tricks up our sleeves. That’s how.

PR People, Or Professional Storytellers?

Everybody loves a good story, you can’t deny it.

Whether it’s a book, something you read in the newspaper, or even something you hear from somebody else. It’s human nature to want to hear about new and exciting things. It’s this very nature that makes the PR industry both a successful, but also lucrative, industry.

National Storytelling Week

In one way, it’s great that people are instinctively attracted to a good story. It puts us in business. It’s what makes PR not only an affluent industry, but one that’s so important too. Because while advertising is great and very effective if orchestrated right, you can’t really beat great organic exposure for your business.

But by the same token, it’s unmistakably hard to promote a brand organically without it coming across too salesy. Whether you’re pitching to journalists, or even to the public, if it’s painstakingly obvious that your sales-led, then you can come across dishonest and interested parties will likely lose that interest very, very quickly.

That’s why storytelling is a skill, and one not everybody can master.

National Storytelling Week – How We Do It At The Source

As mentioned just above, being able to tell a great story is the bread and butter of any great PR campaign. So how to we do it here at The Source? Well, quite aptly, National Storytelling Week is just one of the ways we aim to achieve coverage for one of our brands this week.

Hooking on to the occasion, and the fact that so many will be talking about reading and books this week, we decided to seize the opportunity and arrange a donation of books on behalf of a business we represent to a local primary school, in a target area for this client. Going off previous successes, we know that journalists in the area love this kind of story and will happily write about it both online and in print, given that it’s very timely too. Being tuned in to what’s going on in the world will not only earn us some great press coverage, but gives us the opportunity to boost our brand’s CSR too.

National Storytelling Week

 

This is just one of the ways we tell stories for PR purposes in an abundance of different tactics that we’ve mastered to raise the profile of our clients, and promote their products and services to the world in a genuine and effective way. Public Relations is a complex business, but a very important one too.

It’s not easy, but that’s where we come in…

Are you looking to boost your brand’s presence, online and offline, or are needing some PR and Marketing assistance?

Please feel free to get in touch with our friendly team by clicking here. We could be the source of your business’ potential to fly high.

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

/in , , , /by

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.

HOW TO LEVERAGE AWARENESS DAYS FOR YOUR PR STRATEGY

/in , , , /by

If there’s one thing we love working on here, it’s a great PR story. After all, “advertising is saying you’re good. PR is getting someone else to say you’re good” (Jean-Louis Gassée). Just one of the ways that we secure national and regional coverage for our clients time and time again is through leveraging what are now commonly known as awareness days.

Some important, others more ‘just for a laugh’, but all totally worth incorporating into your PR & Marketing plans if frequenting the news is part of your business strategy. Awareness days are the world’s answer to celebrating pretty random things for no apparent reason. Covering everything from ‘National Pizza Day’ to ‘Faux Fur Friday’, it seems that nowadays there’s a day (or week) to champion pretty much anything.

But how, as PRs, can we work these days in our favour? Awareness days, if they fit your brand, are great to schedule into your wider strategy. However, remember that your whole PR strategy should be varied and built around different factors, don’t just focus it on one thing.

Here’s some bases you need to cover if you want to use awareness days in your communications strategy.

Know What Awareness Days The Press Like

As with pretty much any PR story, it’s not worth the paper it’s printed on if the publications you’re targeting won’t be interested in it. The same concept goes with taking advantage of awareness days, you need to make sure that journalists are actually interested in them before moving forward. Spend some time shortlisting the days you’d like to target, then research the press coverage for those days across previous years. You’ll soon get a taste of whether the media is interested in these occasions, and moreover you’ll find out which journalists tend to write about them.

For example, a quick Google search will tell you that ‘Blue Monday’ (20th January) is a popular press topic…

Blue Monday - Using Awareness Days For PR

Google is one of the best free tools at our disposable, it can be used to shape so many different PR campaigns and strategies.

But ‘National Hug A Plumber Day’ (25th April) doesn’t return so many results. This tells you it’s probably not worth centring your press strategy around that particular awareness day. (We can’t imagine why!)

Don’t Do It Just To Do It

One thing to be conscious of is not just jumping on the bandwagon with awareness days. It’s not uncommon to see journalists taking to Twitter to say they’re fed up of ‘Blue Monday’ or ‘Singles Day’ stories. They’ve gotten so popular in the last few years that now, most people take a stab at trying to get some publicity from them. With this in mind, you need to make sure you’re only using this tactic when it really aligns with your strategy. Having a clear cut plan in place means you’ll be providing a journalist with a great story that won’t be just another email directed to their ‘deleted’ folder.

Match The Awareness Days With Your Brand

Something else you need to do if using awareness days in your PR strategy, is to ensure they’re a good fit for your brand. Some occasions are pretty versatile and can be suited to any number of different industries (Random Acts Of Kindness Day (February 17th), for example) but others are clear cut for a certain type of brand.

At the end of the day, as with any PR activity, you need to make sure that your story is valuable to the reader, but is also relevant. For example, a supermarket jumping on ‘Gorgeous Grandma Day’ (23rd July) doesn’t quite make sense and it won’t help your brand feel any real PR benefit. It’s better to stick to what makes a good read, and what generates great PR value too.

Make A Good Story

Talking of good stories, that’s another thing you really need to get right if you want to make use of awareness days in your PR strategy.

A little like how it’s important to check that certain awareness days are interesting to journalists; you’ll also need to do a recce on whether the ideas you have are press-worthy too. Ultimately, you can spend weeks or even months planning an idea around a topical awareness day, but if your efforts don’t result in a good story, then it could all be for nothing.

Using Awareness Days In PR

This ‘Christmas treat’ story we did last year worked a treat, because we knew it was timely and a good, heart-warming story.

There are many different ways to check what journalists are into covering, but some of our favourites include:

  • Following journalists on social media if they have professional accounts, as you can see what kind of stories they’re interacting with and therefore get a good sense for the topics that they cover.
  • Checking your target news sites every morning, spending 10 minutes a day exploring what stories are being covered.
  • Looking at what stories are getting the most engagement on social media and through article views. A lot of journalists are KPI’ed on interactions, so if you can provide them with a story that’s likely to get them some – they should love it.
  • Use Google Trends to see what people are searching for and therefore are interested in at the moment. This free tool from Google is a great way of auditing what’s popular in the world at any given time.
  • Check past news stories which have covered similar awareness days and see if you can spot any recurring themes. For instance, if being involved with local primary schools has been popular time and time again, then that’s probably a good place to start when brainstorming ideas for your own campaigns.

If done right, awareness days can help to really boost your PR activity when incorporated into your strategy, whether you’re B2B or B2C. Not only can they help strengthen your reputation, but they can increase your news and social media presence too.

If you’re looking for a little extra help with your PR, marketing or social media, then why not chat to us about how we can help? Here at The Source we have a growing team of professionals with expertise to cover all bases, whatever your brand vision is, we’ll have a solution. Call us on 01829 720789 or send us a message today. Or, see what we get up to on social…

Instagram: @PRSource

Twitter: @Source_Tweets

Facebook: Source PR

LinkedIn: The Source