Tag Archive for: digital communications

How To Best Use Influencer Marketing

/in , , , /by

Influencer marketing is increasingly being used by businesses and brands to extend their range and reach into new and lucrative markets.  Although the marketing tactic has been used for several years, influencer marketing is set for exponential growth in 2023.

PR agencies have always been the preferred partner for businesses looking to engage in influencer marketing.  From the more traditional media briefings in which companies sought to inspire editors and the media agenda, through to brand collaborations when the reputation of an established brand is used to leverage exposure for a new or emerging brand – the right PR agency can help reach and influence new audiences like no other marketing medium.

Today however influencer marketing primarily refers to collaborations between brands and ‘influencers’ on digital platforms whether social media, blogs or other digital channels. The question often asked by clients is ‘what is an influencer?’ and how to gauge whether they have a genuine ‘influence’ amongst target audiences.

Influencer Marketing – Breaking It Down

One common mistake is to not differentiate between a celebrity and an online influencer. Admittedly many celebrities can extend into the role of influencer but in many cases, they are quite separate entities.

Most influencers have built a loyal and enthusiastic audience by posting relevant and engaging content that resonates with their followers.  People organically elect to follow these influencers based on their content, which in turn can vary from quite generic topics such as food & drink, parenting and travel right down to very specific subjects such as photography, wellness or types of gin (and everything in-between!).

Influencer marketing is not limited to consumer brands as an influencer can be a well-read business expert or blogger who tweets relevant content, or a respected marketing executive on LinkedIn with insightful views and opinions. Within any industry, there are influential people—you just need to find them – and that’s where working with a PR agency can help.

Some influencers have hundreds of thousands (if not millions) of followers but there are also plenty who seem more like ordinary people. They may have less than 10,000 followers but they have developed a reputation for being the experts in their field. They are the go-to people who are trusted to provide the answers to people’s questions. Depending on their sphere of expertise, they can often be the people who make the most engaging social posts on their specialist topics. They share the best pictures, make the most entertaining videos, and run the most informative online discussions.

It’s important to realise that the influencer’s audiences don’t really care about brands specifically, more the opinions of the influencer towards the brand.  It’s therefore important to work with the influencer rather than push your rules, ‘brand guidelines’ or business practices into their actions as they can simply walk away, taking their followers with them or worse still become antagonistic.

The growth of influencer marketing

The statistics speak for themselves.  In 2016, influencer marketing was a $1.7bn industry worldwide, while last year (2022) it had grown to more than $16.4bn.  According to an influencer marketing hub report,  90% of survey respondents believe influencer marketing is an effective form of marketing and currently more than two thirds (67%) of brands use Instagram for influencer marketing.

The growth is set to continue as 75% of the survey respondents suggested that they would be dedicating a budget to influencer marketing in 2023. This rate is up substantially from the 37% who claimed they would allocate a budget to it just 6 years ago in 2017.

Tips for influencer marketing

So, for brands or businesses looking to engage with influencer marketing, we’d suggest that to be most effective, start with a plan that includes objectives, target markets and a budget and then begin careful research into who would be a good fit and provide you with a platform for targeted exposure.

When researching influencers, don’t be overtly swayed by their follower numbers but instead look at their levels of engagement.  How many people like their posts, comment or share as these are the key metrics to consider.  Often big name influencers may not be right for a brand or too commercial to develop genuine and lasting relationships.

Decide also how you are going to find and approach the influencer.  This can be time consuming so working with a PR agency that works with influencers can be a big help as often they may have existing relationship or the resource to target them organically.

When you have found the perfect partner, work with them and develop a schedule of activities.  Consider how their posts can integrate with your existing social media or content marketing schedule, what agreements are in place to ensure the right number of posts, reels or blogs are included in exchange for a product or service.  Is money changing hands and, if so, are the right contracts in place? Also remember the influencer must declare if a financial agreement or if a product has been gifted.

It’s also worth considering what doesn’t work.  Buying influence does not work as many influencers have spent time building their following and so wont risk tarnishing their reputation by selling out and promoting products they don’t like, relate to, or would not recommend to their followers.

It’s also not necessarily about quick results and fast sales.  Although this can be the case (most famously when Delia Smith recommends a kitchen product, they sell out fast!) the main objectives of influencer marketing is building the exposure of your product, its reputation and taking it to new potential audiences through the strength of third party endorsement.

Remember also to be specific as one size does not fit all.  Spend time to find the right fit with an influencer and when that’s achieved it’s proven to pay dividends.

For more information on influencer marketing, contact a member of the Source PR team and let us help build you reputation, product awareness and take your brand or business into new and exciting areas.

Skills You Need To Be A Successful PR In 2023

/in /by

It’s no secret that working in public relations and managing successful PR campaigns can be a stressful yet rewarding at times. One day you could be pitching in a hot new client story to the media, the next you could find yourself in Milan conducting a video shoot (okay, that doesn’t happen all that often, but it did for me recently, so I had to mention it!). Working in PR, means you get to add many strings to your bow and here, we explore the essential skills that’ll help you to enjoy a thriving career in PR.

 

Strong copywriting skills

Possibly the cornerstone of any role in PR and comms is solid copywriting skills. A huge part of the role, you’ll need to turn your hand to writing blogs, white papers, reports, press releases, case studies…the list goes on. If you’re in an agency role with several clients, it’s important to nail the tone of voice for each client and have the ability to digest sometimes complex information before drafting it up in an easily readable and understood manner.

 

An eye for news

A must-have skill in PR is knowing which story is going to hit the sweet spot with the media. In meetings or interviews, being able to pick out those golden key pieces of information that will leave journalists wanting to know more isn’t a knack that should be taken for granted.

 

Passion

Passion is what gets us through on the hardest days. Maybe you’re struggling to get in touch with a journalist, your social post isn’t performing how you wanted it to, or your event sign up numbers aren’t as high as anticipated – these things can really put you on a downer after weeks or even months of planning and hard work. A dash of passion and desire to do your best work is what is needed to get us through those tricky days!

 

A thick skin

Unfortunately, like many industries, delivering successful PR isn’t for the faint hearted. You may come across a cranky  (we all have bad days), challenging crisis comms work, or get some unexpected feedback on an article you poured your heart and soul into and it can be dis-heartening. Feeling this way isn’t a bad thing, it just shows we care!

Adaptability

“But that’s how we’ve always done it” isn’t a welcome phrase in our industry. As professionals, it’s important to be able to adapt, change and embrace new trends, techniques and technology. Gone are the days of cutting out individual press clippings and compiling them into a book to then send in the post to clients – and aren’t we glad of that!? If PRs had ignored this new method of communication called social media 10 years ago, then I wonder where we’d be now. Arguably, SEO only became a thing in the late 90s, and look how much that has evolved over the years. For me, there will always be a place for genuine content and print media, but there’s also plenty of room for the newer stuff too!

 

The team at Source PR have all of these skills in abundance, to find out how we could help you and your business, get in touch.

How Much Do PR Agencies Charge?

/in , /by

As we head into what is likely to be another economic slowdown, there is often an uplift in businesses wanting to raise their profile in an increasingly competitive market.  With budgets tight and ambitions high, prospective clients often ask us ‘How much do PR agencies charge?’.

The short answer is how long is a piece of string, as there are a number or variables that can influence the amount PR agencies charge, whether it’s the amount of time spent supporting the account, the specialist nature of the work or the seniority and experience of the team required to deliver the results.

But it’s equally an important question as the predetermined budget is one of the key factors when selecting the right PR agency to support your marketing goals.

Here we’ve tried to outline some of the key elements that go into determining a PR budget, to help prospective clients pick the resource and team they need to support their business ambitions.  Knowing the information will hopefully help internal stakeholders understand why the costs are what they are and the agency is the right one for the business

Before appointing a PR agency, the first question must be whether the company has existing skills and resource available to deliver the plans.  If not, there is always the option to recruit a ‘PR manager’ to help, with typical costs of £35 – £50kpa depending on location, experience and skill set.  If selecting this route, ask whether they have all the required skills and industry resources to deliver the campaign as well as what plans are in place to cover holidays or other absences?

Another option could be to use a freelancer.  Freelancers often cost more than an in-house resource and can bring specialisms and experience, but often deliver tactically the strategy that’s been determined in house. Freelancers have specialities and niches, so if considering this you may need to hire one freelancer to handle your social media while another for media relations.  Costs can range from £150- £250 a day again depending on skills and experience and can quickly rack up if not managed carefully.

Selecting the right PR agency

When it comes to selecting a PR or social media agency, these typically fall into three categories, large, small and specialist PR firms.  Hiring an agency gives you access to a team of experts across the full spectrum of communications services from media relations, social media management, crisis communications, public affairs, SEO and more. Unlike a freelancer, agencies usually offer a team to deliver the strategic planning, measurement and evaluation along with tactical delivery and execution.

Smaller or ‘boutique’ agencies, typically have a staff of less than 20. Their monthly fees usually range from £1,500 – £5,000 (potentially more for a London based or highly specialist firm). The value is in the easier access to senior PR counsel as well as the agility and close working relations built with the team. Boutique firms can also specialise in specific sectors and services within the PR and marketing spectrum but offer a more personalised service to client businesses.

Large agencies usually have staff of more than 20 and have offices across the UK or world, offering support to clients that require that reach. Some of the brand names like Edelman, Weber Shandwick and Hill and Knowlton fall under this category. These agencies cost the highest with typical retainers more than £5,000 per month. These agencies are best suited for big corporations and governments, especially those needing PR support for multi-national launches and campaigns.

When it comes down to working out how much do PR agencies charge, most PR and social media agencies operate either on a project or retained basis.  Project rates tend to be for shorter term contracts between one and three months and can be used to support an event or crisis.  Project-based contracts tend to be priced higher than annual retainers because agencies spend a lot of time in winning the business, researching the company and getting to understand the various products or services. The short-term aspect can also put a lot of pressure on the agency’s resources to deliver within the time frame and the time spent on learning the account cannot be recuperated six months down the line once the project has ended.

Retained contracts run longer and are usually around 12 months duration, however at Source PR we are proud to say that we have supported several clients for more than 10 years on a rolling retained basis (as they value the work and results we deliver!). Retained contracts often cost lower than project-based contracts because the time spent and the research done in the initial few months by the agency are paid off in the long-term.

PR Agency Services

Services like media relations are offered on retainer contracts because the best results are achieved in the long term.  A one-off press mention in top-tier media can lead to a short spike in brand awareness or traffic to a website, but only consistent press coverage over the long-term will genuinely build and enhance a company’s brand and reputation.

Retained contracts typically allow clients to pay a fixed rate every month based on a specified scope of work or a fixed number of hours. Some months the work may be slower but it is usually balanced by months when the workload is higher.

One of the key influences into PR agency prices is based around the team allocated to support the business.  PR prices are proportional to the agency day rate card (i.e. how much time a member of the team would be required to support the business and the seniority / experience of the person or team). Naturally the hourly rate of an account executive is lower than that of an account manager, which is lower than that of an account director etc.

When looking to choose a PR agency, it tends to be best to work with a firm whose typical client is of the same size and budget as yours. Some clients with moderate budgets make the mistake of selecting a ‘big name’ agency only to have junior or less experienced PR staff working on the account as the client (or fees!) are not deemed as important to the senior team.  Smaller or boutique agencies typically give better access to the senior team at a more affordable rate.

Finally, one of the other key influences in determining ‘How much do PR agencies charge’ comes down to the services required by the client.  Some services like strategic planning, branding and public affairs understandably cost higher as they require more senior expertise. Crisis communications cost much higher as it requires the PR professional to be available 24X7 to respond to the crisis as it evolves and can take them away from other scheduled work

Similarly, services like media relations or working with influencers – where a PR professional brings their relationships built over the years also cost higher.  Services like social media management or blog writing can cost lower because they can be successfully undertaken without needing years of experience or decades spent building relationships.

The last question to ask is how much would it cost you not to recruit a PR agency?  What is the value of your time, do you have the skills and time to deliver a campaign yourself.  Equally what are the sales and opportunities you’re missing by not building your profile?  All are valid questions when asking ‘how much do PR agencies charge’.

Speak to us

If you’d like to speak to someone about PR pricing and what agencies can deliver against specific budgets, feel free to contact a member of our team.  Source PR is one of the North West’s leading boutique agencies and offers a full range of services to client business across the region and UK.

The team would be delighted to discuss your PR, social media and digital communication requirements and to meet to discuss your ambitions and how best we can deliver against your PR budgets and priorities.

Developing PR Plans For 2022 – 5 Things To Consider

/in , , /by

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

/in /by

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?

/in , , , /by

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.

PR ADVICE – CAN DEMOCRACY SURVIVE WITHOUT INDEPENDENT MEDIA?

/in /by

Anyone offering PR advice to Donald Trump must have earned their corn attempting to manage his messages or even keep control of his diverging news agenda. The difficulty of offering PR advice to Donald was that, on average, the Whitehouse Director of Communications lasted just 150 days, barely enough time to effectively influence the strategy, direction or messages let alone establish working relationships with the media.

The Trump Effect On The Changing Media Landscape

During the latest presidency we have also seen a further dramatic shift in the media landscape with the emergence of ‘fake news’, direct communications through social media platforms such as twitter and a growing lack of trust in the media. This is a problem as a free and independent ‘Fourth Estate’, is supposed to hold power to account, an important element in democracy and debate.

The changing landscape has resulted in unprecedented scenes with the need for 20,000 troops to gather in the US Capitol to oversee the safe transfer of power in ‘The land of the free’. This issue has risen largely due to maverick communications and loss of control. Sadly, the storming of the Capitol buildings could therefore be a sign of things to come.

This ability to bypass an independent and regulated media has significant repercussions, particularly if the presiding narrative is that they are trying to steal the election, to not trust the media or the whole establishment. In situations like this where do you turn and who can you trust?

Would Trump Have Fared Better With Good PR Advice?

The need to be held accountable or to win an honest argument no longer applies, as communicating directly through social platforms is proven to be more effective. In Trump’s case he had more than 88 million followers on Twitter – considerably more than the readership of all the major US news outlets combined.

The net result however is illustrated by a poll in December that shows that 40% of Americans did not believe that the election was fair. This is further compounded as nearly 75% of those who voted Republican feel the election was stolen. This is despite the fact the mainstream media reported that 60 post-election lawsuits in multiple states all found that there was no fraud and that the result was fair. Logical debate is simply stifled by volumes of unproven and often unprovable claims.

It’s clear that the trust has gone and that the media are no longer seen as fair and independent reporters of the truth. The ‘lies and denies’ have gained traction and land on fertile ground particularly when communicating to an audience of followers who have built relationships with you online and who no doubt already replicate and share the same views.

Rebuilding Trust In A Post-Trump-Power World

The media also need to play their own role in rebuilding trust. There is a negative spiral occurring where media companies are not reacting to the changing landscape quickly enough or attracting the investment needed to support quality reporting. There is still a legacy of political influence or grudge bearing which needs to be overcome as it leads to poor journalism and subsequent declining influence / sales and so the cycle continues.

Social media platforms started introduced ‘fact checking’ tabs in Spring 2020 to try and manage the number of misleading claims sprouting on the platforms, but when the claims come from an historically credible source such as the President of the United States then the problems are clear. Again it comes down to who to trust – who do you believe? The large tech firms determining what’s accurate or not, the President of the US, commentators or the media?

The Wider Impact On The World

When examining the issue in context of the coronavirus pandemic the problem continues. For example, currently opinion on the vaccine is divided – with some keen to take and roll out while others believe that it’s all part of a wider conspiracy as a result of information they have listened to online (ranging from Bill Gates to 5G conspiracies). The net result however is that nearly two thirds of Americans suggest that they won’t take the vaccine right away, presenting a significant health risk to the country and an even slower recovery and return to normal.

The answer however is not to ban certain users as tech giants themselves are not regulated enough to determine who has the right to opinions. Don’t get me wrong, I believe that anyone making comments on social media platforms should be held accountable but the right to the first amendment must be paramount. That does not negate the option to prosecute racist, homophobic or inflammatory comments or to give temporary or increasingly long bans if users continue flout the rules / laws.

By determining who uses their platforms sets a precedent that may come back to bite social media companies. What happens when they are pressured to ban individuals due to one off political or cultural views or even non-related actions – simply because they do not conform to the new normal. It would be a victory for the woke but a problem for debate and therefore ultimately democracy.

The consequences could ultimately put into doubt the future of an open and free internet. How can a handful of tech bosses make decisions on who does and doesn’t have a voice on the internet? If they do then surely they should themselves be open to more scrutiny?

Where does it all stop? The ‘wokeball’ effect is already taking place with other platforms being pressured into taking similar action with facebook, YouTube and Snapchat also banning Trump. What about holocaust or climate change deniers, devout religious groups, more extreme political parties or even celebrities pushing their own agendas…?

Is Senior Counsel And PR Advice The Answer?

So, what’s the answer? Debating and arguing over differing opinions are as old as humanity itself and are instrumental in a real democracy. Debate needs to be encouraged and media companies should share both the platforms and opinions, rather than ban people or get involved in personal spats where there is a risk they become the story. Media companies should have greater support or regulation in managing their newfound power (already enough to silence the ‘most powerful man on earth’) and commentators / influencers should be open to debate as well as scrutiny.

If offering senior counsel or PR advice to corporates or individuals the same principals should apply. We would always advocate the importance of being honest, to be able to look yourself in the mirror and justify your decisions but most importantly know what you or your business stands for and be consistent to the delivery.

JO MALONE’S MISJUDGEMENT – THE IMPORTANCE OF STAYING ON TOP OF CURRENT AFFAIRS

/in , , /by

While some businesses have folded due to the impact of COVID-19, others have managed to find their feet during it. We’ve seen tongue-in-cheek advertising slogans emerge, such as KFC’s switch from ‘It’s finger lickin’ good’ to ‘It’s good’ as a reference to the importance of hand-washing and personal hygiene,  showing an increase of sense of humour in brand communications in the past few months – a far cry from how we were all feeling back in March.

 

Staying on top of current affairs has always been an efficient way of plugging into the latest trends and hot topics, from newsjacking in PR, to keeping your social media strategies relevant. Gymshark is particularly adept at this, whether it’s voicing their support for the Black Lives Matter movement via a $125,000 donation, or something smaller, such as using the latest Twitter meme format to generate a healthy volume of engagement.

 

 

 

But it’s not just important for brands to stay on top of current affairs for their own inbound marketing, it’s also an essential way of knowing what not to say and do.

 

Gently does it

 

Jo Malone (the brand, not the person – she sold the company in 1999) recently faced backlash for exactly this. The candle and fragrance creator changed an ad that previously starred, and was conceived by, actor John Boyega to include a Chinese actor instead. The use of Liu Haoran instead was to allegedly cater to its Chinese consumer base. The original advert explores Boyega’s beginnings in Peckham, London, with the ad even starring his friends and family. The slogan for the Jo Malone campaign was ‘A London Gent’. With Boyega’s London roots, it simply makes much more sense than when compared to Haoran, who was born and raised in China. Boyega has since dropped his partnership with the company, saying that he does not condone ‘dismissively trading out one’s culture.’

 

Whilst the decision by Jo Malone was a mistake whichever way you look at it, it comes as an even bigger sting following not only the rise in protests in the last few months from Black Lives Matter, but also the actor’s own vocal support for the movement. The erasure of Boyega for seemingly no apparent reason is a reminder of the subliminal racism that is perpetuated by some within advertising industry. The Force Awakens brought in $124 million from China’s box office: though it fared much less strongly than the Avengers movies due to the lack of a nostalgia from Chinese viewers, there’s no doubt that he is known not just to Westerners, but Easterners too.

 

Keeping it current

 

If the powers that be at Jo Malone had their fingers a little more on the pulse when it comes to current political situations, would they have continued with the replacement of John Boyega for their Chinese advert? It’s difficult to say – many more factors must have been at play behind closed doors. But what we do know is that the company would have retained its partnership with the actor. There’s also no doubt that the Jo Malone will have lost the support of some of its British customers in the wake of the upset – something that could have been avoided with a little more planning and consideration for current affairs.

 

Whilst an outright support for Black Lives Matter is a risk some brands simply won’t take, many are. Some, simply to keep their fingers on the pulse, but for others like Gymshark, it’s a clear expression of their brand values.

 

Get in touch with us

 

At Source PR, we always have our eye on the ball when it comes to all things digital. For advice on PR, digital marketing and social media, including working with influencers, get in touch with our team here.

WORKING WITH INFLUENCERS IN 2020: EVERYTHING YOU NEED TO KNOW

/in , /by

According to the annual UK influencer survey, a yearly research piece published by Vuelio in partnership with the Canterbury Christ Church University, there has been a year on year increase in the amount of earned and average income of influencers in the UK – this includes bloggers, vloggers and instagrammers. Today, we wanted to talk to you about working with influencers in 2020, covering:

The State Of Influencer Marketing In 2020

According to the findings mentioned above, around 1 in 5 influencers say that it is their main source of income, this is twice as many as in 2016. This tells us that the influencer marketing industry is on the rise, and therefore is still – as ever – a profitable means of generating publicity for your brand (if utilised correctly, which we’ll cover further down).

A quick look at Google Trends will also tell you all you need to know about the state of influencer marketing over the past years, ending of course, at the present day in 2020.

Working with influencers - State of the influencer marketing industry

Unprecedented growth in this industry means that influencer marketing is certainly a channel you should be considering in your wider communications strategy, if it suits your brand.

Influencers are operating on a number of channels, the most popular being blogs, but also across social media on Instagram, Facebook, Youtube and even TikTok. The average number of accounts that an influencer runs at any one time is 5, so there’s often a great chance that your brand will be seen by a vast audience and through a variety of media types.

The report from Vuelio also tells us that influencers are posting more frequently than ever before, with the highest percentage of survey respondents saying they post 5 or more times a week – meaning there’s plenty of opportunity for sponsored content for marketers and brands.

Working With Influencers: What Do You Need To Do?

If you’re a brand owner, working with influencers could be a golden opportunity. But how do you work with influencers? There are a few grounds rules that you should follow…

  1. Do your research

Before going out on a whim, do some background research into what kind of influencers you want to promote your product or service. Be mindful, though. Googling ‘fashion influencers’ will often turn up the most popular influencers out there, but these people tend to charge thousands for a single post, that’s if they’ll even consider your brand – if you’re just dipping your toe into influencer marketing, you’ll want to find more mid-tier accounts that have a loyal following but that won’t cost the earth to utilise. You can do this by looking through Instagram and in Facebook groups, or better yet, work with a PR agency with experience in working with influencers, and tell them your goals.

  1. Target the right audience

Be sure that firstly, your brand suits influencer marketing (you can determine this by cross referencing your target audience against demographics of different social media channels). Then, you’ll want to utilise influencers who are based in your niche. The most popular areas of influencer marketing are fashion and beauty, travel and lifestyle – if your brand fits into these sectors than working with influencers is certainly an avenue worth exploring.

  1. Make sensible offers

Vuelio’s UK influencer survey found that most influencers received between £1 and £100 per sponsored post, and over half of influencers said they would reject a pitch due to lack of sufficient compensation. Most influencers will promote a product or service for a fair price so long as it is relevant to them. However, you do risk harming relationships if you do not make a sensible offer. Brands will pay influencers different amounts depending on the type of content required, and to answer the question: “can I work with influencers for free?” the answer is yes, sometimes. According to Vuelio, 23% of influencers have produced branded content without any compensation, mainly because the pitch sent to them from brand or PR added value to their audience. Just be careful and considerate when making contact for the first time.

Working with influencers survey

  1. Set goals and follow them

As with any type of marketing, you’ll want to set goals and use KPIs to track them. What do you want to achieve with your influencer marketing? Is it sale of products, brand recognition or simply just more traffic to your website? Once you have defined what you want to achieve from working with influencers, you’ll then be able to work with them on a method that best suits you. It could be a social media post, a sponsored blog or even an Instagram takeover.

Why Should You Work With Influencers?

If your influencer marketing strategy is spot on, then working with influencers can be an invaluable experience for your brand. Why?

  • It can help to grow your following on social media channels
  • It creates endorsements for your products or services
  • It can drive traffic to your website or social media pages
  • It can result in sales of your product of service
  • It can create testimonials for your brand that can be used at a later date
  • It can help build your brand image and by creating a positive association with a prominent person
  • It can help reach your target audience in a new and exciting way
  • It can help find a new audience of potential consumers for your brand

For assistance with your influencer marketing strategy, call us on 01829 720 789 or send us a message for a free consultation, we have affluent experience in working with influencers and will help you open your brand to this modern way of marketing.

STRATEGIC PR FOR RURAL BUSINESSES IS VITAL

/in /by

Businesses in the countryside are showing great resilience in these testing times and with clever use of strategic PR for rural businesses they are winning valuable goodwill which, along with the positive use of social media, they must ensure continues post Covid-19.

Many farm shops and rural outlets have adapted their operations to run doorstep deliveries and are overwhelmed with demand as supermarkets become unappealing places to visit. While this is proving a lifeline to the elderly and isolated, the opportunity must not be lost amid the Corona chaos of highlighting the quality of local produce and its sustainability when delivered locally. Much of this demand is based on trust and a back-to-basics appeal of receiving safe, affordable, traceable, local food in troubled times. Such appreciation will potentially lead to future loyalty and maintaining a strong PR and marketing message is important.

Social media messaging

Internet use has predictably risen during the crisis and as such it is the best way to raise the profile of an individual business. Rural business owners may now have the time to upgrade their social media and PR messages – this is the moment for the sector to shout about its strengths and capitalise on the wave of goodwill. A communications plan is needed to share with stakeholders and customers to keep them informed about how a business is functioning now and its future plans.

Rural = Safe

Post lockdown, our rural areas will potentially see an upsurge in visitors as foreign holidays may be put on the backburner for the rest of the year, with the UK regarded as a safe place to be. Businesses such as holiday cottages, camp sites and outdoor experience ventures need their websites and marketing strategies to be ready for this.

Appreciation of rural businesses, especially food producers, is now at a high and while it is keeping many of them afloat, it must be sustained by fresh business thinking. Now is the time to build your brand before normal life resumes; that will be the time to launch promotions and offers which can be prepared now.

For strategic PR for rural businesses or advice on using PR and digital marketing to strengthen your rural business contact Source PR on 01829 720789 or email gill@sourcepr.co.uk

Tag Archive for: digital communications