24th February 2017
Is your startup ready for PR?
We’d love to say that your startup should have a PR agency in place from the get go, however, this isn’t always the case. Regardless of how brilliant, innovative and unique your startup is you still need all your ducks in a row in order for a PR agency to create an effective strategy that will meet your business needs. Here are five questions that will help to determine whether you’re PR ready:
1. Do you know who you are and what your startup offers?
This may seem like an obvious question, but if you’re not 100% clear on what your company is, then startup PR will be a waste of money. You need a snappy elevator pitch, clear branding and a functioning platform or product so that PR efforts will support and work in unison with your business, without creating a huge disconnect.
2. Can you outline your goals?
If you don’t know what you want for your company, neither will a PR agency. What are your top business goals for the year and are they achievable? Do you want to acquire new client prospects? Increase website traffic? Attract investors? If you present clear goals to a good PR agency, you’ll be presented with a comprehensive media strategy designed to help you achieve them.
17th February 2017
PR Measurement: Why it is time to retire AVEs for good
Once, not that long ago, the introduction of AVEs prompted PR people to put away their rulers in favour of a more commercial measurement technique for brands’ media coverage. But now, the continued use of AVEs smacks of a quiet desperation. They are like a sad embodiment of PR’s inferiority complex towards the advertising community in spreadsheet form.
In economics, cost and value clearly aren’t the same thing, so marrying the price of advertising space to the outputs of media relations programmes is really rather pointless. AVEs don’t enable us to understand and measure the benefit of activities that keep brands out of the headlines, messaging cut-through in editorial vs. that allowed in advertising placements. Perhaps most importantly though, they can’t measure an overall campaign and won’t help us to look at social or online media in any form.
So why are they still being used? AVEs are a comfort blanket. When clients or agencies find themselves reaching for metrics to prove the value of their work, AVEs are a convenient crutch.
15th February 2017
Choosing a global PR agency
Ambitious companies looking to expand to new territories face a number of challenges. Finding an office, hiring staff, thinking about infrastructure and getting through all of the red tape and paperwork have to be considered. On top of this they will need to think about how they connect with customers and partners in their new surroundings through global PR and marketing efforts.
While many companies have done perfectly well using a number of different agencies to cover different territories, dealing with just one agency should offer a simpler, more efficient and cohesive experience.
But this isn’t necessarily the case, so here are the questions that you should be asking yourself when you are choosing a global PR agency:
13th February 2017
How to get noticed without a PR agency
What’s the ideal time for a company to start thinking about PR?
Our answer (of course) would be: From the very beginning. However, while your product might still be on the drawing board, with no full-time employees on your books or revenue being generated, actually engaging with a PR agency doesn’t make sense.
That doesn’t mean that you can’t be working on your own PR already, though. There is plenty you can be planning, preparing and actually doing in order to facilitate future engagements with the media no matter what stage you are in your company’s journey.
10th February 2017
What content marketing can do for your B2B brand
Content marketing is a term that most, if not all, B2B brands will have heard. So what is content marketing and what can it do for a B2B brand?
Brands in the B2B space need to use every tool at their disposal to reach, grow and engage their target audience. While earned media – coverage in relevant third-party publications that your audience consumes – and paid media such as advertising can get you so far, these are only part of the puzzle.
Increasingly brands are becoming aware of the fact that they need to be creating and filling up their own channels – or ‘owned media’ – in order to get the most best out of the momentum they have built up from other channels.
However, while it is easy to write a few blogs and stick them on your company website, to really get the most out of content requires a lot of hard work and dedication.
Here are the questions you should be asking yourself before taking the plunge with content marketing.
8th February 2017
How adtech companies can differentiate themselves
It is one of the deepest ironies in business, to me, that the sector which does the worst job at communicating itself is… the advertising industry.
The agencies started it. Most of them are a labyrinthine mess comprising hundreds of distinct operating units and sub-agencies. Behold, Publicis Groupe’s confusing announcement of Publicis One, a consolidation into, well, four divisions.
For an industry which prides itself on “storytelling”, this inability to effectively communicate a service offering should come as something of an embarrassment.
But ad land’s communication problem has been taken to new highs – or, should I say, lows – by a new wave of advertising company, one that doesn’t necessarily have storytelling at heart: the adtech vendor.
6th February 2017
Why the Trump administration needs to tell the truth
Clarity CEO Sami McCabe has recently written about how the PR industry should respond to Brexit and the Trump presidency. Associate Director Ashley Norris has also examined how Trump could actually prove to be a blessing in disguise for the media industry.
I, however, want to turn my attention to a key aspect of how Trump and his team are handling communications now they are actually in control. Barely three weeks in, there are plenty of great lessons for people working in comms and at brands who want to get their name known coming from the Trump administration. Most, it has to be said, would be listed in the section headed “Don’t” rather than the one titled “Do”.
One of the latest comes from Kellyanne Conway, who invented an incident – the Bowling Green massacre – in order to further justify the new policy that stops immigrants from seven nations entering the U.S. Now, as controversial as the policy itself may be, I want to focus on why what Kellyanne Conway did was such a big no-no from a comms point of view.