Many influencers do not want their social media feeds to be full of ‘ADs’ so will be aware of the fact that they need to produce some genuine sounding content too.
Do you target your PR? If not, you could be missing the mark. Read more about why targeting your PR is important.
Thinking about using influencers in your marketing strategy? Read our top tips on how to make sure you get the most out of this type of marketing and reach the right people.
Getting your PR placed in news publications is no easy feat, but don't fall at the first hurdle, always make sure your PR is newsworthy. Read more to find out how.
There are many questions to consider when starting marketing or PR campaigns – what’s our objective, what’s our budget, do we have the time or the right skills to pull off the work? But don't forget to think about who you know.
TALK to any marketer who knows their stuff and you’ll be sure to hear the words digital, channels, analytics and content as they discuss strategies for your business or charity.
And it got me to thinking, in this modern, digital world of instant news and instant information, is there really still a place for good old fashioned PR?
I have to confess to a bias here, my background is journalism and PR; Robin, the other half of McQueenie Mulholland comes from the marketing and charity world. When we set up our company we felt our skills complimented each other, but I think we have both been surprised at the resilience of PR over the last year.
With all the client work we do we look at the message we are relaying, who it is being relayed to and how that audience consumes the message. And traditional media, whether newspapers or magazines, TV and radio, still play an important role. The majority of our clients still view the traditional media as vitally important in reaching their target audience.
So we were pleased that one of our core products, PR, continues to be relevant. But, the thing is, we’re not calling it PR anymore. We’re calling it content (there’s that word again!).
And this blog is about sharing what we’ve found has worked especially well for our clients, which has been using a traditional piece of PR as a core product which is then developed to be used across many different channels.
We still approach a subject in the same way. We talk to our clients about what they want to achieve with their marketing and PR. We research and write the subject the same way PR experts have done over the years and then we use our contacts to place the piece - whether it be in the local paper or a national glossy.
But then we what we do is we give them even better value for money. We take that story (or content!) and we develop it for the client to use on their website, we change it again for them to use on social media, we change it again for them to use in their e-newsletter...the list goes on. One piece of writing (or content) developed for each channel according to the audience we are targeting - it’s brilliant!
And do you know the beauty of it? We can measure it. So in the dark old days before the internet you might have received a few more calls, or had a few more people visit your shop, now we can see how many people click through to your website from a newsletter or interact with you on social media. And because we can measure it we can make it work even harder for you.
So, yes, there is a future for PR - in fact it looks pretty rosy. We just have to call it content...
Whether it’s Marks and Spencer, Tesco or VW - we are surrounded by “brands”. They are an integral part of our daily life as customers, and crucial for helping businesses to grow, develop and maintain customer loyalty.
But a brand is not just a logo - far from it. A brand is the very heart of the company, the product, the reputation, the staff and the customers - a brand is a living thing, and its visual logo is only an element of that. Brands are the ‘X’ factor - they’re what makes your company stand out from the others.
My usual bleary eyed, early morning scan of the BBC news website, led me to two articles on well known British brands (RBS and Anne Summers), and how those brands have adapted to meet the needs of their customers. The RBS said:
"Our brands are our interface with our customers and through them we will be able to connect (with customers) and rebuild pride."
McQueenie Mulholland have recently been working on one of Devon's and Exeter's longest standing brands - the CVS (Council for Voluntary Service). Working to connect charities and businesses with the volunteers, staff or training that help them operate, the CVS has been in Exeter for about 70 years.
We’ve recently been tasked with starting this branch of the organisation off on the road to re-branding. We’re asking staff all about the organisation that they work for, how they describe it to others and what it really means to them and to the thousands of people that the organisation helps each year. After all, only by them all truly understanding what makes their organisation unique, can they build a brand that can adapt to new challenges and responsibilities.
This change is not something that will happen overnight. But it will become something that takes this valuable organisation into 2016 with the confidence that their staff, stakeholders, volunteers, partner organisations, customers and the general public understand, and can use, with confidence.
And we can’t wait to get started!