Tag Archive for: blogs

How to capture journalist’s interest and secure national coverage

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!

When’s It Time To Hire Help For Your Social?

It’s often said that managing social media is like making a cocktail, anyone can do it but not everyone can do it well. Doing social media effectively, effort and knowledge of the platforms so here we outline some tips for businesses who think they might be ready to get some additional help with their social.

If you or your senior team members are spending more time on social media then on the jobs they excel at, then, it may be time for you to hire help for your social.

If your business is growing but your social media pages don’t quite match up to that, it may be time for you to hire help for your social.

If you’re finding it hard to keep up to date with all the ongoing social media trends, it may be time for you to hire help for your social.

And… If you don’t have any social media at all but want to get your name out there in the digital, then we think it’s definitely time for you to hire help for your social.

What Should You Look For?

When looking to choose a social media agency, we would suggest that you consider the following checklist:

  1. Specialist experts – Do they have dedicated experts available to support and understand your businesses aims and objectives as well as having knowledge of the platforms you are looking to use? Social media platforms are constantly changing and updating to ensure users get the right experience.  Your team needs to be ahead of the curve so your brand is able to cut through and stand out.
  2. Do they know your industry? Do they understand the sector you work in or are they willing to learn? You may not want to hire a social media agency that is handling a competitor’s account but it is useful if they understand the sector and have some experience in it. If that’s not possible to find the right fit, it’s important to have a team that has the right attitude to learning and can support you with real and relevant advice.
  3. Do they have the right tools? It’s not just about creating engaging posts, it’s about working efficiently, monitoring the channels and tracking engagement.  Whether scheduling posts, creating graphics or improving video or images – make sure they have the right tools of the trade to make social media management as efficient and effective as possible.
  4. Are they on hand to react? Social media can change quickly, whether reacting to a negative issue or boosting viral content, the team needs to be on hand and responsive. Although posts may be scheduled a week in advance, the best teams are those who are also able to react to opportunities or trends that present themselves.
  5. Do they plan and are they proactive? The social media agency needs to take the time to understand your business so they can be creative and plan effective campaigns. Have a team that selects the trends, offers creative suggestions and advice, and delivers on a weekly basis. As always, we advise being on the front foot with communications.
  6. Check their track record. When looking for a social media agency, ask for some case studies that show the work that they do or even their own social media accounts.  A good social media agency should be more than willing to share their successes.

Why Getting Help is Important

But why is it so important to get your social media right?

Social media offers businesses an unparalleled opportunity to reach and engage with audiences wherever they may be. But first, you must understand who your audiences are and where they are found.

Taking a brief look at the demographics of each social media platform will help a business choose which platform is right for them.

Facebook is still one of the largest platforms amongst marketers and consumers, accounting for nearly 60% of Meta’s income compared to Instagram. However, the platforms continue to evolve and amongst younger users Snapchat and TikTok are now the predominant channels.

Instagram has reportedly more than 2bn users, with 30% being made up for the 18-24 age group with the average user spending more than half an hour on the platform each day.  Although the platform may be feeling pressure from TikTok, its decision to push Reels and short videos has reinvigorated and increased the platform’s engagement levels.

Instagram is increasingly being used as a gateway to support e-commerce and nearly 60% of businesses aim to use the platform for this purpose in the next 12 months (already more than $43bn was spent via the platform last year).

TikTok is growing and growing quickly, particularly amongst the slightly younger audience.  The site is also accessed by users daily with an average of 45 minutes spent on the site each day.  As the site ‘matures’ we’re likely to see it become more business orientated and as the users age with the platform we may see further changes to the video format and content used.

There is much change happening at Twitter and this is likely to continue until the company’s leadership decides in which direction to take the business.  It is however still a powerful platform and remains the space to be if wanting to discuss breaking news or to share opinions and thoughts.  More than a third of Twitter users have been to university and the platform is increasingly attracting a high-earning and well-educated base.

Elon Musk deciding what to do with Twitter?

For B2B clients, LinkedIn remains the premier platform with more than 930m users worldwide.  It remains predominantly male (57%) and has a slightly older demographic, with a third aged between 30 and 39.  It is however a highly engaged platform with two-thirds (63%) accessing the platform each week and nearly a quarter (22%) accessing daily.

There are numerous other platforms to consider whether Snapchat, Pinterest or others but when working with a social media agency they should also help spend time understanding your audiences and how best to engage with them.  This can include an audit of existing platforms and an action plan to take the business forward to capitalise on the opportunities.

If you’re looking to choose a social media agency, get in touch and let us walk you through the world of social media and how together we can build engagement, awareness and opportunity for your business.

Fake News & Clickbait… Who’s Views Are You Getting On Social Media?

One of my favourite adverts back in the 1990s was from The Independent newspaper (now the i-newspaper of course). The ad drew the reader’s attention to the fact that the majority of large mainstream newspapers back in the day were owned and operated by ‘media moguls’.

The advert cleverly printed ‘Conrad Black’ into the same font and layout of the famous Daily Telegraph and the name ‘Rupert Murdock’ into The Times mast head.  The objective being that they were trying to convey that the newspapers were anything but independent and instead simply portraying the views of their owners and paymaster generals.

Historically, Britain has proudly had one of the freest and boldest press corps in the world that rightfully and skilfully has ‘held power to account without fear of favour’.  The highlighting of the newspaper ownership therefore resonated with me as we were often advised (when studying history at university) to look at the author of the work before determining any bias to the information presented.

As technologies and 24 hour news cycles developed, the pressures on newspapers to keep up has been intense.  Not only have they seen significant drops in readership that have led to a corresponding drop in revenue, but we are also seeing strategies that undermine the quality of the news presented in an effort to attract readers to more sensational stories – otherwise known as clickbait.

The sad reality however is that newspapers are not winning.  Recent research now shows the impact social media is having on not only everyday life but also on what we view, believe and how we consume information.

On average, UK consumers already spend an hour and 52 minutes every day on social media, with over half of them using the platforms to post or send private messages (56%) and to stay in touch with family and friends (53%).

Interestingly, nearly 8 out of 10 (79%) of 16 to 24 year olds say that social media is their main source of news.  Due to the open platform nature of social media, the quality and content of this news is very hard to regulate and there have been numerous cases of alleged ‘fake news’ whether relating to the US elections, Covid management or celebrity stories.

Although UK law allows users to report illicit content to the police, there is currently no legislation covering social media regulation nor the publication of ‘fake news’. The process of putting in place a form of regulation has been in progress for quite some time, however it has received heavy criticism for long delays in its implementation.

The Online Harms Bill, first proposed by Theresa May’s government in April 2019, sets out strict guidelines governing the removal of illegal content such as terrorist material or media that promotes suicide. Social networking sites must obey these rules or face being blocked in the UK.  This may be all well and good but there is disagreement as to where to draw the line between ‘harmful’ and free speech and who will be responsible for policing the content which is likely to be a much more complex affair.

The recent Covid pandemic highlighted just how complex the issue is.  Faced with a serious threat to public health, the government looked to ‘control the narrative’ both in mainstream media and also online. Many of the legacy media outlets towed the line with regard to messaging, in part due to government media spend, and also through their ‘public duty’ however social media platforms came under scrutiny over the content of posts that were shared.

In some cases the platforms were accused of sharing ‘conspiracy theories’ that challenged the narrative, while those sharing the alternative views felt that they had their accounts arbitrarily cancelled or ‘shadow banned’ where the content of their posts did not reach their usual audiences.  By May 2021, Facebook’s fact checking team had removed 16 million pieces of content and added warnings to around 167 million posts. YouTube removed more than 850 000 videos related to “dangerous or misleading Covid-19 medical information.”

This raises the question as to who are the fact checkers and what medical or specialist knowledge do they have to undertake their roles?  Professor Sander van der Linden, a professor of social psychology in society at Cambridge University comments: “I think it’s quite dangerous for scientific content to be labelled as misinformation, just because of the way people might perceive that.”

This naturally leads to the question on who is determining what is right or wrong on social platforms as this in turn leads to what can and can’t be shared.

We have already seen the democratically elected President of the United States banned on Twitter.  If a company’s executive team are calling the shots on essentially who has a voice or not, this has serious implications.  The new owner, Mr Musk, has also introduced a subscription cost to Twitter, suggestion those who don’t cough up will have their accounts effectively silenced.  It begs the question as to what other topics or views could be silenced if they don’t marry with his agenda?

 

Fake news & Click bait - Trump banned from Twitter

Fake news & Click bait – Trump banned from Twitter

Twitter is not alone, TikTok is facing a total US ban because of its Chinese ownership (with the US government afraid of data being shared with a malign body and the potential influence it could have on a population).  If this happens I would expect other countries to follow.

The algorithms of the platforms already favour certain content over others and decide who has their views shared over others.  This is most apparent in how businesses now essentially need to pay to be heard on any platform. As the saying goes, “If you are not paying for it, you’re not the customer; you’re the product being sold.”

With more than 12.5bn hours collectively spent by the UK population on social media in 2021 (or an equivalent of 1.4million years for one person!) and five out of the top 20 websites being social platforms, social content undoubtedly has the biggest influence on today’s population.

As social media and their platform’s owners become more powerful, just as it was back in the 1990s with newspapers, we all need to consider who really owns these platforms, as this massively influences what we watch, listen to read and absorb.

Lionesses Score For The Rights Of Women – But We Have A Long Way To Go

Sunday saw one of the most momentous triumphs in English football history as the female England football team did what their male counterparts had been trying to do for over 50 years – they brought football home. The England V Germany Euro 2022 final was watched by a peak BBC television audience of 17.4 million (with a further 5.9m streams on iPlayer and BBC Sport), making it the most-watched women’s football match in UK-TV history.

This victory and the hype around it are the perfect opportunity to utilise the chance to truly champion sports for women and girls, and the outstanding performance of the Lionesses feels like it has been the beginning of a positive shift in the right direction.

 The history of football in England

As many of us have learnt in the last week, the Football Association banned women playing the game in 1921 for 50 years. To put that into context, here are just some ground-breaking things that happened for women in the UK during that time period:

  • 1928 – All women in Britain gain the same voting rights as men
  • 1956 – Legal reforms take place to say female teachers and civil servants should receive equal pay
  • 1961 – The contraceptive Pill was introduced and widely available in the UK – for married women only
  • 1967 – Unmarried women were deemed trustworthy enough to control their own reproductive organs and therefore allowed to be prescribed the pill

You catch my drift.

 Riding the wave to create positive change

What makes this group of women’s victory even more special is that they have come from a generation where playing the game is not the norm. When you think about it, their mothers will likely have grown up as children and teenagers during the time the sport was banned for them. Not only have the England squad likely inspired a whole generation of girls (and boys, I hope) to play football, they’ve also called for the next Prime Minister to allow girls to  play football in school. Their open letter has been shared by the likes of Ian Wright, Rio Ferdinand and Jordan Henderson, using the hashtag #LetGirlsPlay.

An open letter to the next PM

The amount of media coverage surrounding the England victory and its aftermath has been brilliant to see, as historically women’s sports receive only around four per cent of all sports media coverage, despite 40% of sports participants being women. It would be naive to think that this one event will now mean that media outlets start to equalise coverage of men and women’s sport, however it’s progressive and I hope it begins to create a shift and go towards helping with gender stereotypes.

Looking to the future

For many women, the win on Sunday wasn’t JUST about the football, but in fact another small step towards equality in all female sports on and off the pitch. In sports journalism, commentating, coaching, refereeing: the list goes on. I hope that this watershed moment will help to shape the present and future for women in sport and the media portrayal of women’s sport.

If you think the team at Source could help you score with your PR or media relations, get in touch!

 

It’s PR Not ER: Reflecting On Changing Attitudes In PR

So much has changed over the eight (or so!) years that I’ve spent working in PR, an industry that is known for being one of the most stressful to work in. According to PRWeek, the stress of the job was magnified during the pandemic. With the combination of juggling client relationships, deadlines, meetings and all around wanting to do our best work for clients, it’s easy to see why working at a PR agency particularly has a reputation for being a stressful working environment.

 

However, in the time I’ve worked in the industry, I’ve certainly seen a positive shift in attitudes towards working hours and mental health. In this blog, I reflect on some personal experiences and why the phrase ‘it’s PR not ER’ is one that has stuck with me over the years.

 

Throwback to 2015

 

I started working at my first PR agency in 2015 as a fresh-faced and enthusiastic account executive. I’d had a couple of post-grad jobs before that which were great to get me into the world of full-time work, but I consider the first agency I worked at as when my career really began. Although I loved the variety of work, my team, the clients, the B2B element particularly, I was on the road a lot, often not getting back until very late at night after a few days away at a time and getting back into the office again first thing the morning after. At the time, flexible working in that kind of job was unheard of. Taking TOIL (Time Off in Lieu) for sometimes extra-long hours spent working was not the done thing and the stereotypical old-school attitude of eye-rolls by management for the first person to leave the office at 5.30pm was rife.

 

Back then, working from home for me was not an option, and there was a pressure to always be ‘on’, an attitude that my colleague Jess Pardoe describes perfectly in her blog around mental health awareness in the PR industry. Alongside the travelling, there was a fair amount of alcohol and parties, and don’t get me wrong, I’m not afraid of either! However, I recall nights out in London where we weren’t ‘allowed’ to go home until all the clients had done (I’m older and wiser now and I know I’d be more inclined to stick up for myself if I was told at 3am that I wasn’t allowed to go to bed just because a client wanted to stay up and carry-on drinking). Unfortunately, this attitude wasn’t agency specific, this kind outlook working in PR and marketing agencies seemed to be across the board.

 

However, I’ve seen a shift over the years and thankfully many agencies have begun to recognise that teams don’t want or need a ping pong table or a ball pond in the office, they want flexible working, a fair salary and autonomy over their working day.

 

Is in-house PR better than agency?

 

When entering the PR world, one question on many graduate’s lips is what’s the difference between in house PR and working in a PR agency, or what is working at a PR agency like? Naturally, new grads are curious, as was I.

 

I’d traditionally worked in an agency environment but a lot changed for me during those strange years at the height of the COVID pandemic, and I decided to try something new in my career in a shift to working in-house. I was intrigued to find out what it would be like to be completely focused on one business, rather than juggling multiple clients at once.

 

There are of course pros and cons of both sides of the spectrum, and every place of work is different, but after a few months I found myself missing the agency life. There’s nothing quite like working across a variety of clients and having a team around you that just GET IT. It’s cliche but in an agency no two days are the same. One day you can be working on a new client pitch, conducting a messaging workshop or helping to organise a large-scale event, and the next you’re visiting a client’s factory dressed head-to-toe in PPE conducting a video shoot, or on the rooftop of a skyscraper building taking in the views and learning about the development.

 

The future of PR

 

A wise manager of mine once told me, ‘it’s PR not ER’ and it’s a phrase I’ve never forgotten, because she was absolutely right. As PR professionals, we strive to do the best work we can for our clients, but we can only do this if we aren’t burnt out and allow ourselves to switch off and have down time.

 

I’m glad to see that new grads, often from Generation Z are looking for more from their place of work and many agencies are now offering flexible and hybrid working, as well as more competitive benefits than were offered in the UK when I first entered the world of work.

 

As the buoyant job market and fight to recruit the best talent continues, I hope that this can only be a positive thing for employees, meaning businesses will continue to put people’s mental health first.

 

Source PR’s MD Louis understands the importance of looking after the team’s wellbeing, learn more about Source’s values.

 

Developing PR Plans For 2022 – 5 Things To Consider

As we look ahead into 2022, the team at Source PR shares below how they feel the pandemic has changed the way brands interact with customers and what PR and communication trends we’re likely to see as we head into 2022.

The pandemic has accelerated the changes in PR that have been coming over the past decade.  The move from more traditional ‘siloed’ communications towards a more holistic and integrated approach is complete.  For example, pure media relations can’t exist without reflective web content or supportive social media management – each communications silo needs to integrate and relate.

This has naturally led to a blurring of lines between PR, marketing and advertising, digital and offline – essentially requiring PR and marketing teams to develop plans that reflect an integrated approach to communications.

  1. Complete the shift to digital-first

The pandemic has ushered in a more digital world meaning companies should be looking at new ways of getting in front of their audiences and ‘meeting’ them in new ways.

In 2022, traditional PR strategies won’t work as well and companies need to adopt a digital-first strategy.  Marketers should however remember that although the platform is online that they’re targeting real people. We thrive on being liked, making conversation, and having meaningful interactions that we can relate to.

As we’re all individuals, this means that when it comes to engaging with customers, brands need to understand that a one-size-fits-all approach doesn’t work. Customers care more now than ever about their experience with the companies they are buying from and don’t want to be bombarded with generic emails or social communications that just aren’t relevant to them.

Always remember that consumers are more likely to buy from a brand that they trust, have a relationship and can relate to.

  1. Engage with, or become an influencer

It’s hard not to be aware of the growing influence of the influencer.  But what is an ‘influencer’?  In short, it’s someone with a strong following who ‘creates unique content that reaches and engages people within a specific target audience’.  When chosen correctly, they can add credibility, authenticity, and personality to campaigns, providing they are harnessed in the right way.

PR agencies are well placed to work with companies and brands to shape and foster a community of advocates and influencers.  Influencers can also help humanise the brand in addition to boosting appeal and trust, promoting products and services to new cohorts, providing invaluable user-generated content (UGC), word-of-mouth recommendations and social media chatter.

When considering an influencer be sure to undertake the due diligence and to create genuine partnerships that have strategic alignment with brand values. As ever, key performance indicators (KPIs) will play a crucial role in demonstrating whether the return on investment (ROI) is beneficial.

If you’re a business leader with proven experience in a sector, what’s to stop you from developing your own profile as a thought leader in the sector?  2022 could be the year for this and we are looking forward to working with our clients to achieve this ambition for them.

Finally, although we live in the digital age, brands need to be backed up by real people, otherwise, they risk becoming faceless.  Analysis of the social media platforms we manage clearly show that consumers want to experience the human touch and to understand the people behind the brands.

  1. Develop a social conscience

There is also greater pressure coming from consumer organisations and the public to ensure the products we are consuming have been delivered in a sustainable way, haven’t unnecessarily damaged the environment or caused distress to people or the planet.

If companies are doing good work, it’s important to share the news or at least give a vision for the future that stakeholders can buy into or be part of.  In short, communicating with a conscience has never been more crucial.

We are however still at the stage where companies are positively viewed for their good works, however, in 2022 it’s likely that there will be a shift towards the greater expectation that a company is doing the right thing.  Not acting or doing the ‘wrong thing’ therefore poses a risk to an organisation’s reputation, which can quickly spiral out of control in a digital world.

Be careful not to virtue signal or publish ‘green guff’ as the public are getting increasingly savvy and there is a risk it could backfire.  If you keep your actions aligned to your vision, values and core principles you can’t go far wrong and always keep the communities you are looking to influence in the forefront of your mind when selecting a campaign to support.

2022 will be all about developing a PR narrative that allows clients to demonstrate their credentials in a meaningful way.  When done well, community-led storytelling is more acceptable and authentic than direct brand-led communication, but this community advocacy needs to be consciously harnessed and not left to chance.

  1. Create the right content

As we continue to embrace the digital era, social and web channels are only going to gain more momentum and be an increasingly critical communication tool. In the coming year, ensure that the content provided is authentic and relevant to your audience’s interests.

There has already been a monumental rise of short-form video this year, but more companies will use the format for sales and information, not just entertainment. Of course, the sales messages conveyed via video will have to be entertaining and engaging to capture and hold the viewer’s attention.

The power of speech as a search tool will continue in 2022. Already nearly a third (29%) of people in Britain now own a smart speaker and Forrester predicts the number of households with smart speakers in the EU will reach 57.5 million by 2024. When creating content consider speech search terms as well as those typically typed into Google as increasingly consumers will rely on voice to search for their favourite product or to request information.

  1. Manage your messages

As we develop a multi-channel PR and communications strategy, communications professionals should not be lazy but adapt their messages to suit the platform.  Whether LinkedIn, Twitter or TikTok adapt the message and content to suit.  As new platforms develop, they also become more mainstream so don’t write off Snapchat and TikTok as only being relevant to younger generations.  More and more Millennials and other older generations are becoming active there.

The final point to make is to ensure your messages are adapted for various audiences.  Although much of the above relates to acquiring new customers, don’t forget that “a bird in the hand is worth two in the bush” and that retaining customers that are already engaged should be an equal focus for companies and brands in their PR and communications.

 

We’d love to know your thoughts on what you feel are the topics and trends for 2022?  Whether you agree or disagree with the above, I’m sure we can all agree that the only real risk is to those who choose to do nothing.  We’d happily meet to discuss or support your plans in 2022 and always love to hear or share ideas – you can contact us here.

Whatever you choose to do – we wish you the best of luck and hope you have a happy, healthy and prosperous 2022.

Photo by Djordje Vezilic from Pexels

ALL YOU NEED TO KNOW ABOUT DOING A SOCIAL MEDIA AUDIT

There’s been an exponential rise in businesses using social media platforms to excite, entice and engage with audiences as more and more consumers turn to social media during the recent lockdowns.  To maximise performance and ensure you are on brand and have a strong message, now is the right time for companies to undertake a social media audit.

Research suggests that just under half of consumers (43%) said they were spending longer on social media because of the outbreak, and 19% say they’ll carry on spending longer on social media once restrictions lift. There has never been a better time to audit your social media than now.

The Basics Of A Social Media Audit

The good news is that a social media audit for businesses is not as painful as it sounds when left in the hands of professionals.  It’s a very worthwhile exercise to ensure brands are making the most of their opportunities, reflecting best practice and also keeping pace with the evolving social media trends and algorithms.

The basic role of an audit of all social media accounts is to help you better understand what’s happening on each network and to see at a glance the following key metrics:

  • What’s working and what’s not
  • Whether impostor accounts are stealing your followers
  • Which profiles you need to revive, repurpose, or shut down
  • New opportunities to grow and engage your audience
  • Are you being consistent and considered with your messaging

At Source PR, we’re often asked to complete company social media audits as it’s critical to understand the key elements mentioned above before embarking on developing an effective social media strategy.  To constructively move forward with an effective social media strategy it’s important to first know where you are before you determine where you want to go.

What Does A Social Media Audit Look Like?

Visibility

When undertaking a social media audit, first look at what @handles are you using, over what platforms and who has ownership or control.  Is there brand consistency across the platforms, what do the biogs say and where are you directing any subsequent web visitors?  Also, look at the imagery you’re using and check that the pages are verified to prevent imposters.

Needs & Wants

From this point you can determine what platforms and handles a business needs / wants as well as determine what’s working and what’s not.  Take the time to look at what are the most engaging posts, who is engaging with you and on what platforms as well as which networks your target audience is most active on.

Competitor Analysis

We would also recommend that you compare your approach and outlook to the competition, evaluating how you compare to them and whether you are missing any opportunities to engage with audiences or simply getting the best out of the platforms. At Source PR, we have social media tools that can track and monitor in-depth competitor activity as well as physically doing the legwork ourselves.

Identify KPIs

When auditing you social media platforms remember to stay focused on the key performance indicators (KPIs) that you want to measure.  Some of the more popular measurements can be increases in followers, link clicks, profile visits, likes / comments and other engagements.

Social Media Audit Services

Undertaking an effective social media audit for business helps determine where you are before you develop the strategy and pathway on where you want to go.  Get in touch with our team if you’re looking for support with your social media audit.  Once this is done, the real fun can begin with the development of an effective and fun social media strategy to better excite, engage and enthuse your audiences.  Watch this space and follow our social media accounts for future updates where we will share some of our social media success strategies.

PR & MARKETING STRATEGY – IS YOUR BUSINESS READY FOR LIFE AFTER LOCKDOWN?

As we approach the end of Lockdown Mark III, the government believes that the UK economy will bounce back like a ‘coiled spring’. The question is, are you ready for a return to normality, what are you doing to prepare yourselves and have you got their marketing strategy in place to maximise opportunities? If not, now is the time to take action before it’s too late.

The Bank of England suggests that consumer spending is set to surge with that the British public having saved as much as £250 billion while being locked up. Restaurants, pubs and bars are the likely immediate benefactors as well as UK holiday providers, but all these industries have suppliers and employ people who, who when earning again, will look to treat themselves after months of curtailment.

We have talked earlier about the importance of maintaining a marketing presence during lockdown and have an excellent case study of Combermere Abbey, one of the region’s leading wedding venues and accommodation providers, on how they managed it so well. The case study shows how the business was forced to close due to the Covid restrictions but rather than twiddle thumbs, took proactive measures so they were well placed to take advantage when the lockdown was lifted.

Businesses preparing for the lifting of what is believed to be the ‘last lockdown’ should also consider how the economy has been permanently altered since March 2020. Consumer spending habits, lifestyles and trends have been shifted online, people have adopted new hobbies and outlooks, and it is hard to see how the high street can bounce back without innovation or embracing more digital opportunities.

It is not just the hospitality and retail industries that is expected to bounce back, but house builders and construction industries are also likely to benefit as people look to either move home or make renovations following months of being in lockdown. A report from our client Miller Homes suggests that lifestyles have been changed by the pandemic with more home working or a demand for more outdoor space. These new ways of living and working present clear marketing opportunities.

The use of social media has also grown significantly as users feel that they have a safe space to interact, be entertained, distract themselves, and find inspiration without any risk of contagion. July 2020 saw a rise of 10.5% in social media usage, compared with July 2019, according to a GlobalWebIndex survey. Some 46% of women and 41% of men said they’ve spent more time on social media during the pandemic, making it the second-most popular digital activity.

Businesses should alter their marketing approach to reflect this and have a marketing and social media strategy in place that maximises the opportunities presented. It’s likely that the space will remain competitive and it will be the brands that have relationships with their customers and who are able to excite, entice and engage that will come out strongest.

If you’re looking for a PR or marketing strategy, the team would be delighted to have a chat to understand where you are, what the vision is and to help pull plans together so you can get there. The end of the ‘last lockdown’ is fast approaching, make sure you are ready like a ‘coiled spring’ to take your opportunities.

WHY SOCIAL MEDIA IS NOT ALWAYS ABOUT ROI

Social media: a powerful tool that will connect you to your audience and help spread the word about what your brand has to offer.  It is of course another platform that can encourage sales but a recent campaign had us thinking about how social media does not necessarily need to lead to an increased ROI.

Have you ever thought about putting baked beans on your Weetabix?  I’m guessing your answer is no.  Well, it turns out that Weetabix have thought about it, to the point that they got tins of Heinz Baked Beans and delicately placed them on top of the nation’s favourite breakfast cereal.

On the morning of 9th February 2021, the Twittersphere went into meltdown with calls from Twitter users for Weetabix to delete its account.  It’s safe to say people were disgusted.  But it’s the disgust that carried this campaign to the point that the tweet became viral.  Weetabix’s tweet currently stands at 36K retweets, 65.6K quote tweets and 124.2K likes.  It’s certainly not a brand partnership that people would be expecting but that’s what makes the campaign so successful.  Pairing two foods broke the internet and catapulted the Weetabix and Heinz brands straight onto headlines.  The tweet was covered by media titles including, Sky News, Telegraph, Manchester Evening News and Daily Mail.

 

Piers Morgan even tried it on Good Morning Britain, adding to the conversation on social media and giving the campaign an even bigger boost to those who don’t have an online presence.  The campaign was given an opportunity to get another bite of the cherry, as Piers sampling the new delicacy made headlines and gave Weetabix and Heinz even more press coverage.

 

It wasn’t just the general public that made their opinions known on Twitter, other UK brands joined the conversation too, making for a hilarious Twitter thread.

Other brands were even trying their own disturbing Weetabix combinations…

Innocent Drinks are well known for running outrageous campaigns and causing a stir on social media.  At the end of 2020, Twitter descended into chaos as they claimed they had teamed up with Heinz for a ‘Beanz Machine’ breakfast smoothie.

So, it was all too funny when one Twitter user replied to the thread saying, “@innocent levels of chaos on the Weetabix page today.”

What followed was yet another strange brand collaboration, Weetabix took it even further…

 

The campaign worked so well because the country is living through lockdown 3.0 and everyone is in serious need for something to laugh at.  Plus, food combos are always a popular topic of conversation, Weetabix created a large-scale conversation that lasted for days.  The campaign brought everyone together, even if it was to share their disgust with Weetabix.

 

It’s evident from these types of campaigns that social media is not all about pushing sales messages and products.  It’s all about brand-building and gaining interest from the target audience.  A brand won’t go viral by simply tweeting about what they have to offer.  As the other brands started to respond to the Weetabix tweet, they were opening up a conversation for their own followers.  This was purely organic social media content and Weetabix only needed to spend money on Heinz Baked Beans.

 

You can almost guarantee that people had Weetabix on the brain for the rest of the day and added it to their shopping list for the next food shop!

 

Find out how we can support your business with its social media management by emailing us on louis@sourcepr.co.uk or calling 01829 72078.

 

IS LOCAL MEDIA COVERAGE JUST AS VALUABLE AS NATIONAL MEDIA COVERAGE?

At Source PR, we have plenty of experience gaining coverage for our clients, from the nichest of publications to some of the UK’s largest. From the BBC News to ITV, the Mirror Online and the Financial Times, we’ve got a track record we’re proud of.

 

But we’re no stranger to local media, either. In fact, a majority of our press releases go directly to local media journalists and publications. Forming good relationships with journalists and keeping up-to-date with the goings on of regional media is essential to our role in securing coverage for our clients.

 

But with smaller readership numbers compared to national media, is local media worth trying to get coverage in?

 

We say a resounding, loud yes: and here’s why.

 

1. A relevant audience

 

It’s obvious that directing a press release towards those who will benefit from the information most is the best course of action.

 

We work with Cheshire pubs for whom the target audience of their coverage is, naturally, local readers and viewers. While a viral Buzzfeed article or a national news story on BBC News is certainly not going to hinder their business prospects, it goes without saying that a pub first and foremost has to win over the local residents – and keep them coming back.

 

Targeting local media is the best way of helping them achieve this goal, both for online and offline coverage.

 

It’s not only smaller businesses that try for coverage in local media, either: national corporations that run campaigns and events in one particular area benefit from the local media’s ability to inform local residents, meaning they’re perfect to use for advertising and features.

 

Whether it’s a pub, a logistics company or a builders’ merchants, at the end of the day, it’s those local to the business who will be giving the business the most trade – so it makes perfect sense to reach them in their local media.

 

2. Trust is key

 

Did you know that, according to an American-based study by the Knight Foundation, local journalists are seen as more caring, trustworthy and unbiased in comparison to national media journalists?

 

The same study found that 45% of participants trust local news reporting either ‘a great deal’ or ‘a lot.’ Currently, there is a lot of mistrust for mainstream media from all sides of the political spectrum: from Donald Trump’s infamous rhetoric of citing news outlets such as CNN as ‘fake news’, as covered in our previous blog; to complaints in the UK of biased reporting from the big news outlets such as the BBC, sparking a national conversation about the need for a TV license fee.

 

Right now seems like the perfect time to invest time and energy into local media, which not only has the trust of its readership, but also keeps them informed of the most immediately relevant information to their day-to-day lives.

 

3. Keeping connected

 

Similarly, readers tend to feel more connected to their local media than to national media. A Government-backed study found that for every percentage point growth in a local daily newspaper’s circulation, local electoral turnout goes up by 0.37 percentage points. Informing readers of relevant local happenings leads readers to being more in-tune with goings on of their town or city, thereby making them feel more active participants in local democracy.

 

Some corporations have intervened in order to help keep local democracy thriving. To help combat the deficit in local news reporting, the BBC launched a Local Democracy Reporting scheme, which created up to 150 new jobs in local media throughout the UK. The reporters cover top-tier local authorities and other public service organisations.

 

In Facebook’s new ‘journalism project,’ the social media giant posits an initiative specifically for local news, stating that: “We will be collaborating with news organizations to develop products, learning from journalists about ways we can be a better partner, and working with publishers and educators on how we can equip people with the knowledge they need to be informed readers in the digital age.”

 

As Facebook has, in the past, come under fire for its lack of scrutiny of ‘fake news’, this is a great way for the corporation to step in and help make local news more accessible and verifiable.

 

Keeping it local

 

Some people think they have only made it in the world of PR if they’ve secured national media coverage. We say there’s a lot more to being successful in PR than only targeting the nationals. Targeting where your customers are reading is where it’s at, always.

 

Need some advice?

 

If you’d like some tips and support on the best ways of getting coverage for your business, you can get in touch with our friendly and experienced team via our website. We’re also on Facebook, Twitter, LinkedIn and Instagram – why not follow us?

 

 

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