Category Archives: Company Reputation
To many, the description of the words ‘niche audience’ might be unclear. A niche audience can be briefly described as a small number of consumers/users within a specific sector which has a custom need for a product. Public Relations plays a vital role in reaching out to niche audiences.
One of the reasons PR is such an integral part of communicating with a niche audience is that it helps to create a relationship between a business and its customer.
Public Relations includes services like traditional PR, newsletters, and social media. These channels are in turn very important to the business as they help it to connect directly with its niche markets.
- Traditional PR – Although digital media has changed the face of PR, traditional media such as trade magazines remain important when communicating a message to a niche audiences. For example manufacturers typically still prefer traditional printed magazines to digital news sources so by placing relevant and interesting material in industry magazines, we can help manufacturing companies reach out to potential customers.
- Social media is integral to tapping into niche markets. Websites like LinkedIn allow for a business to find specific people they want to potentially do business with. For example, our client Pollite manufactures frangible airport masts, and they utilise Linkedin to find electrical contractors for airports across the world.
- Newsletters– These are a great way of reaching the exact people you want to target. Strong data lists are crucial here – once you have a highly targeted data list, then a newsletter is the perfect way for marketing your products directly to people likely to do business with you.
If you would like to find out more about targeting your niche markets you can get in touch with us on 02476520025 for some professional advice on the best route to take…
By Cynthia Mbugua, Second year Media and Communications student at Coventry University
In Public Relations, it is obvious to expect anything to come from it. This can be the good, the bad or the ugly. Any good PR firm has to be prepared to handle any kind of situation that comes along with it. At the same time, it is always good to be able to recognise some of the tips needed to avoid a Public Relations disaster.
1. The number one tip of how to avoid a PR disaster is to recognise that your employees are your social ambassadors. By this you should be able to know that brands, either small or large must face the fact that the people with your closest connection to your organisation are your employees. It is clear that your employees can either be your perfect brand advocates and evangelists, but they can also burn your reputation when they lose control on the social media networks.
2. It is always good to mitigate the risk of employee social media manual which clearly defines how employees should put the company’s messages across. As I said earlier, your employees are the highest percentage of your company’s reputation.
3. Another tip which should be considered is to think before sending off content, for example emails and tweets. Everyone working in the organisation should know that the heat of the moment is definitely not the best time to respond to your clients. During a moment of tension we tend to say things that we do not mean and this can in turn affect any kind of relationship with your clients and potential clients.
4. The issue of security in your organisation should be handled with exceptional confidentiality too. Safeguarding the reputation of your organisation should be everybody’s key responsibility . If your organisation has a clean responsibility then the more chances you are likely to get to work with more clients.
By: Film Producer Gail Downey
From: Whirlwind Productions/Nose Art Films
This is the second of three blogs from our friend Gail Downey, the Director and Producer of Nose Art & Pin-Ups. Following on from her previous blog in which she told us how she got the idea to do the film, she tells us how she set the wheels in motion and the help she received along the way…..
Like so many things the idea to make a film about Nose Art and Pin Ups on the aircraft of World War Two came about by chance. I have made history programmes for the BBC and The History Channel before and while doing some research came across the title “Nose Art & Pin Ups.”
Curious to find out exactly what that was about, I read through the article and discovered it was the artwork on aircraft painted, sometimes by the crew, sometimes by commercial artists like Don Allen, who had been drafted into the United States Army Air Force in WW2.
What I found fascinating was what the images meant to the crews, fighter and bombers, who risked their lives every day in missions in which one in seven of them died. They were all part of the Eighth Air Force or “Mighty Eighth” when the USA joined the war against the Germans in 1942.
The article focused on their Nose Art and offered moving footage of aircraft, which to a film producer, was like gold dust. Here was the artwork on the actual planes in WW2 and provided I paid for the rights, I could use that filmed material.
But where to start on a subject which is so big? That is always the hardest part of making any film. Make the subject too niche and the audience will be too small. Make the subject too broad and you miss the point .
So being a Brit, I decided to tell the story of the American servicemen based here in England in World War Two and concentrate on the Nose Art on their aircraft rather than that of the RAF. For a start there was much more Nose Art on the USAAF aircraft and it was easier to find in terms of actual film footage. So now you see how a producer’s mind works.
What I really wanted to do though was to tell the stories of these young American servicemen, who saw friends killed and captured, some severely wounded and others who, to this day, have memories, which thankfully my generation, will never know.
Finding the servicemen was the first task. I had tried to get the BBC and The History Channel to pay for the film to be made but was told no – it was too niche so I decided to fund it myself (which producers should never do).
Thankfully I found Michael P Faley, an American who loves history and like myself, has huge respect for the pilots and crews and what they went through.
Mike is on the board of directors of the Eighth Air Force Historical Society and with his help found Don Allen, who was a crew chief looking after aircraft of the Fourth Fighter Group based at Debden near Saffron Walden in WW2……….he was and thankfully is, still alive. And so the journey began. More on that next week.
Please support this project and help keep these veterans’ stories alive.
Gail Downey, Nose Art Films
What is the first thing you think of when searching the internet for a company or service? It is something you might not even notice you are doing, so subliminal it has become. And yet it is something that we all do every time without fail – come up with key words or phrases to input into a search engine so that websites can find useful matches.
It’s not just search engines that require key words though. In fact, a successful and strategic marketing campaign also requires a whole host of key words and phrases. Key words can be used to get across your messages and ideals when used consistently throughout marketing. Think of soft drinks, Christmas and children, think of Coca Cola. Think of cars, windows, scratches, think of Autoglass. Think of your products, services and key audience – do people think of your business?
To be successful, keywords need to be implemented from the start of a marketing strategy and consistently spread throughout all activities. From the beginning of your strategic marketing planning, think of all the buzz words that help to describe your business. If you were searching Google for your company, what words would you enter to find yourself? What values are you trying to promote with your business? Put them into words.
What words should I be using?
Think of words that describe your business. If you are a PR and marketing firm, those need to be your keywords. If you work in engineering, engineering is one of your keywords just as dentistry is one for dentists and computing one for IT companies.
Where are you? Are you in Coventry? Then that needs to be a keyword. Offering removal services from Manchester? Then removal services and Manchester need to be in your keywords.
Who do you work for? What audience demographics are you trying to attract? If it’s specialist medical chairs for over 60s then you need to be using words like ‘elderly’ and ‘pensioner’ in your key words. If it’s younger people, use the words ‘teenagers,’ ‘twenty-somethings’ or ‘children.’
That’s the obvious but what about the not-so-obvious? Have a good think. Is there another word that describes one of the existing keywords you have thought of? A good idea is to go through a Thesaurus and find all words similar to those you are including in your keywords. People search for different things. While one person might be looking for accountants, someone else might be looking for financial advisors. It is highly likely that you fit into both titles so make sure your keywords leave no room for error.
Never miss an opportunity
It’s not just a case of sitting down and penning your keywords – you need to use them as much as possible. Consider them in everything you do that helps to market your business. Keywords can be used anywhere in marketing material to get across your products and services to the right audiences.
Begin with the most obvious place – on your website. Your website may have been live for quite some time and gathering a consistent and impressive hit rate but that doesn’t mean it can’t be made even better. Now you have your key words, go back over your website copy and insert them in wherever and whenever appropriate. Even if one of your keywords is a cliché that you don’t want included on your web copy, make sure you still tag it in your META data so it is still present should somebody run a search for it. Done properly, it really does help with your search engine optimisation or SEO, driving your website up the search rankings.
Keep these keywords at the forefront of your mind for any other marketing material you produce. A press release about a new product or service offers a great opportunity to embed some of your key words while a direct marketing letter gives you the chance to be bolder when including these terms. Blogs are written by you and read by industry experts, followers and those interested in your business. What a fantastic opportunity to stamp some of your key words into your prose! What’s more, when writing a blog, unlike a press release – you have the final say over how it is published. Be striking and get your keywords as prominent as you can. Use one in your headline, add a sub-headline and don’t forget to tag the entire post with your key words. Again, keywords in blogs help with your SEO, and don’t forget to tag any images or videos you use with your key words. Be consistent.
Evaluate and monitor
Your keywords aren’t working? Then you need to sit down and think why this is not going to plan. Perhaps your industry is changing and your keywords are not supporting these changes? Maybe your target audience aren’t searching for your key words because your keywords are old fashioned or outdated. Put yourself in the mindset of a potential customer demographic. If you are selling to businesspeople think what kind of terms businesspeople will be using. It is unlikely to be slang words or terms that have been added to the Oxford English Dictionary within the last five years. They are more likely to be searching for the more traditional words that describe your business.
By regularly evaluating your key words and implementing them within your marketing strategy you can be sure that your key messages are being picked up by the right people operating in the right circles. Just as Google regularly reviews and changes its SEO terms, you need to be updating and changing your keywords for maximum effect.
And don’t forget, you can monitor the effectiveness of key words in your industry sector by using a free tool: Google Alerts. This will bring you regular updates and information from across the Internet using the key words you set up. It’s great for keeping an eye on your customers, competitors, and key industry trends as well as what is being said about your business – all because you’ve invested some time in thinking about key words that are important to your business.
It’s a question that is commonly asked – particularly by businesses owners who think they need PR, but are unsure exactly what it is. Some people think it is a way of winning new business; others think that it’s simply an exercise that gets them in the local paper and others believe that it just enhances their reputation. The real answer? It can do all this and so much more.
Public Relations is all about reputation – the result of what you do, what you say and what others say about you. It’s about not only developing a good reputation for your business but managing that reputation once you have built it up – establishing and maintaining goodwill and mutual understanding between a business and its public.
How does it work?
PR comes in many different forms; marketing, social media, public affairs, corporate communications, event management, content marketing public information – all titles which contribute to the umbrella that is Public Relations and all topics that cover a part of what PR is.
It’s about establishing trust between a business and the public, which could be done through many forms. Telling stories to the local, national, global and trade presses will catapult a business in front of a large public base. Being active on social networks and engaging with customers; old, new and potential shows the public that a business cares about the public. By holding regular events or seminars, your business can help educate the public about what it is you do. Through research, feedback, communication and evaluation, a business can enjoy positive PR and subsequent positivity when it comes to sales and customer lists.
PR is a more credible source of promotion than advertising. An editorial in a local magazine, promoting your business is worth far more than the price of an advertisement in exposure and credibility. Adverts are paid-for pages, targeting a specific audience whereas an editorial is placed because you have a good story worth telling – not because you are paying for the pleasure!
Do I need PR?
Yes. PR can only be good for business. Your company need not be the biggest, the most profitable or the most powerful in your industry sector to reach out and build trust with the public. In fact, without this circle of trust, you may never be the best in your sector.
Just as it doesn’t matter how brilliant your services are or how ground-breaking your products are – if nobody knows about them, they aren’t going to buy them. Every inch of your business can be run to perfection but you will make no money of nobody knows who you are – they will continue going to your competitors. With PR, the public will know who you are; they will see for themselves the successes of your business and grow to trust your brand and its services. If you communicate more effectively with the public than your competitors do, it will be you who the public turns to going forward.
Still not convinced?
Take a look at the question below and if you answer yes to any of them, you need PR!
- Do I want to grow my business?
- Do I want to build a foundation of trust with the public?
- Do I want to be ahead of my competitors?
- Do I want to move into new markets?
- Do I want to win new customers while retaining my existing ones at the same time?
- Do I want to win over my local community
- Do I want to be recognised as the best in my field of expertise?
To kickstart your PR and marketing, give Bridge PR and Media Services a call today on 024 7652 0025 and we can work out a plan that works for you.