Tag Archive for: social media management

How Much Do PR Agencies Charge?

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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

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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

Influencer Marketing Lessons From Marcus Rashford

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It’s fantastic to hear that the AQA exam board is looking to use Marcus Rashford as a case study on how best to use social media to instigate social change in society.  The 23 year old “black man from Wythenshawe” is not only a role model for many but a brilliant example of what an influencer can really do.

Marcus’ campaign to raise awareness of the issues associated with child poverty is rightfully textbook stuff, illustrating how best to use influence to raise awareness and deliver tangible changes to behaviour.

Within two weeks of launching, more than a million people had signed the petition calling for the government to extend free school meals through the summer holidays of the Covid-19 pandemic.  This was only the 5th time that a petition to parliament raised more than 1m signatures.

His success as an influencer is down to several reasons.  The first is that he has ‘lived experience’ and can relate to the issues he supports.  As a child, it’s well reported that Marcus Rashford had experienced significant poverty and could personally share the role that free school meals had played in his own life.  This meant he was not ‘preachy’ but honest and relatable based on his genuine experiences.

The footballer also has a significant profile on social media with more than 11.8 million followers on Instagram and a further 5 million on Twitter.  His personality shines through his posts and he remains consistently on message, relating to issues and topics that are important to him.  Marcus’ audience also relate to him on several levels whether football, as a young black man or as a role model in delivering social change.

He used his support well and his work was quickly amplified by cafés, takeaways, shops, and other outlets across the country who supported the campaign by pledging free meals to children during the holidays (in defiance of the government’s decision not to).  The campaign quickly built momentum at all levels of society and helped deliver the changes needed.

Marcus Rashford’s influence has been tangible.  He’s not only the youngest person to top the Sunday Times Giving List after raising more than £20 million in donations from supermarkets for groups tackling child poverty, but he’s also actively changed Government policy.

Last summer, Rashford managed to get the government to make a policy U-turn and agree to give free school meals to vulnerable youngsters during the Covid-19 impacted summer.  Later in October he secured a further £170m winter grant to support low-income families struggling with the continued impact of the pandemic.

Although he claims not to have ‘the education of a politician’ it’s clear his messages are simple and, like all good influencing campaigns or PR strategies, designed to engage with his audiences, encourage people to support the cause or even to take matters into their own hands.

This recognition, along with an MBE in the delayed 2020 Queen’s Birthday Honours List, are just some of the accolades he has achieved in his young life.  Let’s hope that Marcus Rashford’s great work continues to shine on the football field and in the fields of positively influencing equality, diversity and inclusion in today’s society.

Crisis Communications & Why You Should Have Plans In Place

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An organisation’s reputation is intrinsically linked with its ability to secure sales, attract top talent or even to charge a premium. Well regarded business also benefit from loyal customers who buy a broader ranges of goods and tell others.  So if reputation is all important why not ensure you have you crisis communication plans in place?

As Benjamin Franklin said; “It takes many good deeds to build a good reputation, and only one bad one to lose it.” Sadly however, most organisations do an inadequate job of managing their reputations, only focussing their energies when a problem has already surfaced.

So what should companies do to protect against reputational damage? The answer depends on the type, complexity and size of the organisation but there are some basic rules of thumb.

Firstly; have a crisis communications plan in place. Organisations should ensure they have the capability and capacity to  respond to negative press, social media or customer complaints. Issues can move quickly but can often be predicted – having a crisis communications plan allow a company to be responsive, co-ordinated and consistent in what it wants to convey, to who and when.

Secondly, be honest.  An organisation that communicates honestly can even build greater trust with its stakeholders in the long term, while one that appears dishonest can undermine confidence and prolong a problem.

Thirdly, get support.  When a crisis hits it can be all consuming.  Customers, suppliers and employees will all need reassurance as well as the media and/or any public authority.  All should be included in the crisis communication plan but business leaders should focus on what they do best and seek professional support to help in other areas.

Identify the members of the crisis communication team and can allocate roles and responsibilities.  This can include simple actions like who should act as spokesperson and whether more than one is needed depending on the enquiry?  Also consider who will field media calls, monitor social media and is there back up required for each role?   The plan should include contact information for all team members including personal mobile phone numbers.

A crisis communications plan shouldn’t predetermine what to say and don’t script the responses – instead focus on developing the key messages you can plan in advance as well as key company information.  Where possible anticipate what the questions may be and how the organisation should respond.  In preparing the responses, consider the who, what, when, why and how and the below offer a useful guide:

  • What was the cause of the crisis?
  • A brief description / understanding of what happened
  • Provide a timetable for future plans and actions
  • Communicate compassion for any victims of the crisis
  • Involve supporters and any emergency service responses

Although many crises can’t be planned in advance, there’s no excuse not to have a plan in place for when one crops up.  The old adage stands true that “if you fail to plan, you plan to fail”, often with devastating consequences to an organisation’s name and all important reputation.

To help develop your crisis communication plan, contact a member of our experienced team and let us support you through the process.

ALL YOU NEED TO KNOW ABOUT DOING A SOCIAL MEDIA AUDIT

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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?

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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

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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?

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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?

 

 

PR ADVICE – CAN DEMOCRACY SURVIVE WITHOUT INDEPENDENT MEDIA?

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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

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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.