From Denise Taylor, managing director
Last week we were delighted to be part of the launch for the Midlands first creative consortium, of which we are a member. The key message of the launch was one that Bridge has advocated for quite some time now:
When done strategically, marketing can have a positive impact on business development, regardless of industry sector!
The event followed recent reports that 70% of CEOs have lost their trust in marketers carried out by Fournaise Marketing Group. In order for CEOs to really experience benefits Warwickshire Creative Fusion promotes the need to make marketing highly targeted, strategic, consistent, and creative.
We met a diverse range of businesses from throughout the UK at the launch, and they all enjoyed the series of linked seminars bases around nine different disciplines of marketing. They covered all aspects of marketing from conceptualising campaigns to making your product go international. I gave a presentation entitled: “The pen is mightier…” which gave tips on mining businesses for great content.
I was happy to present to a full room of delegates who were interested in learning about mining their businesses for good stories.
Key points from my presentation:
- There has been a seismic shift away from traditional print media to digital media. Sales of UK dailies have plunged by 20% in the past five years, however some trade magazines continue to fare reasonably well in sectors like manufacturing, but they also have a digital presence. This has completely revolutionised the PR industry and has opened up many more channels and opportunities for agencies and companies alike – but – it is a case of finding your way through all the noise and chatter.
- Good PR is about the content that exists in your business, and the content you create to tell your story. A survey of over 1300 marketeers by Outbrain on objectives of content marketing:
- Increase engagement: 52%,
- Increasing traffic to site: 42%
- Raising brand awareness: 35%
- Increased sales: 33%
- Improved SEO: 31%
- When having an online presence it is all about thought leadership and building reputation and credibility. If you can achieve this, then others will start to talk about your brand and products.
- Building campaigns around issues is creative and creates original content that the press will be interested in.A key tip is to create polls and stories and then your can use this information through a variety of channels.
We found that attendees left the event with a number of fresh ideas for their marketing campaigns. Cathryn Goodwin, Creative Engagement Officer at Creative Enterprise, founded by European Regional Development Fund (ERDF) and Coventry University said: “I gained some very useful tips about how to tell the story of my organisation, what we do and how we do it, and it was really good to talk to the supportive members of the team about how their skills could help our business and our clients. There was a good mix of people at the launch with a friendly positive vibe. We’re looking forward to dealing with the Fusion members again.”
The overall message from Warwickshire Creative Fusion is that when utilised strategically, the nine key areas of marketing; public relations, video production, design and branding, direct marketing, translation, print, photography, and web development can really deliver an effective return on investment, increase sales, and raise profit margins.
When flicking through the business pages of your chosen daily newspaper, scanning the pages of a business publication in your accountant’s waiting room, or studying an in-depth feature in a trade publication you subscribe to, you don’t often consider the journey of that article before it was printed on to the glossy pages in front of you.
A fundamental part of handling a company’s PR is their ‘Account Management’. We are regularly asked, quite rightly, what this actually entails. Account Management is the umbrella that constitutes for all the hard work that goes into boosting that client’s profile.
These are as follows:
In-depth research is required in order to write a significant and relevant press release that the media are going to want to use. Initially we carry out research into the products and services of our clients, and then we look at what is new/innovative/recent/newsworthy. Alongside this we will research industry trends and requirements from the press. This can be a lengthy process as there is a lot of content out there, and we find a way to hit the mark correctly.
Response to media requests
There is no possible way of determining how much time we will spend on a certain client’s activity. In fact each day in a PR office is quite spontaneous. We receive media requests from journalists sporadically throughout the week, which can consume the time you have originally allocated to another task. This then can lead to additional media coverage enhancing the profile of a client’s business further
Developing relationships with key journalists is the most fundamental factor in gaining coverage for a business. Much time is spent liaising with journalists to get them to recognise your company’s brand and services so that they are aware of whom to call on when they want information in a certain field.
Conceptualisation is integrated into all of our client’s Marketing Communications Strategies. This is the creative process that involves generating ideas for campaigns and stories in sight of raising the profile of a company. This is developed alongside the research element of account management.
Gauging your return on investment for PR activity is a grey area. Without paying extreme amounts for a full press clippings service then it is hard to know exactly every publication your content has been published in. Our team put many processes in place (Google Alerts, monitoring applications, individual searches, media relations) to decipher as much coverage as we can. We then measure this against the advertising charges for that publication/site. PR is arguably more valuable than advertising as it places you as industry leaders and experts in the field. The traditional method is to multiply the advertising value by three in order to work out an effective AVE figure.
Communication & Meetings
We ensure that we maintain regular contact with all of our clients, keeping them updated with activity and other things going on in their industry. We regularly make suggestions on things that they can be doing, i.e. answering questions on LinkedIn as an expert in their field. Every little helps!
We also ensure that we schedule in regular bi-monthly meetings face to face in order to keep everything up-to-date on their contract. Some of the best stories can come out of these meetings without the client noticing there is a story in something that may have happened. If two of our team members attend these meetings then it can take a significant amount of time out of our working calendar.
Many clients will hold events for various occasions. As their partner in PR we like to make sure we have a presence at anything like this. It shows support to our client and also gives us more of an insight into the type of company they are.
Hopefully this blog gives you more of a rounded view of what account management entails with regards to PR. Quite a lot of work, eh?
Had there been no watchmaking in Coventry it is likely that there would have been very little in the way of engineering industries at all.
You may consider the above to be a bold statement, but it can be argued that Coventry did not directly experience the influence of the industrial revolution because there was no nearby source of iron ore, no limestone and the coal was deep and had to sourced via mines rather than obtained by opencast methods. It was not until the development of the railway networks in the 1840’s and 1850’s that many town and cities like Coventry were able to readily obtain bulk supplies of iron and steel for use in manufacturing industries.
In the 1600’s a clockmaking and watchmaking industry grew up in Coventry and the reasons for this happening are unclear but it may have been due in part to it’s central position and it is known that a stagecoach run linked London, Coventry and Liverpool which became the three major centres of watchmaking in the UK. There may also have been a Huguenot influence as Coventry had long been a place where immigrants had settled and a number of surnames of French derivation do crop up in watchmaking families.
Coventry did reach a position that it was known to have made at least 50% of all watches being made in England during the 18th and 19th centuries although it is difficult to accurately quantify these figures because many Coventry watchmakers were making movements and even completed watches which were not marked and were sold into the trade.
In 1861 weaving and watchmaking were both in a deep slump, which was in part due to the American civil war, people were starving and soup kitchens were set up. Many people were leaving the city to emigrate and prominent citizens were deeply concerned that the local pool of skilled labour was being diminished. They therefore set up a company (The Coventry Machinists) to manufacture sewing machines and the watchmakers proved adept at this due to the similarity of the work in making gearwheels and assembling drive trains
A nephew of Singer, who was one of the directors of the Coventry Machinists, visited Paris and bought back with him a French “boneshaker” bicycle. this was a rather crude affair but the potential was recognised by James Starley who was a foreman at the company and he developed the machine to be the forerunner of the modern bicycle. It was not long before former watchmakers found themselves making bicycles; this even included former dial painters being employed to paint the fine lines and designs on the cycle frames. Other cycle manufacturers sprang up in Coventry and at one point it was considered to be the cycle manufacturing centre of Europe. The invention of the internal combustion engine soon led to the development of a motor cycle and then motor car industry and entrepreneurs and inventors followed the by now well-trodden path to Coventry.
The Coventry clock and watch industry did survive the 1861 slump and watchmaking continued until the outbreak of the second world war, when the major manufacturers turned their hands to the production of munitions and other military equipment, which was why Coventry was targeted by bombing raids.
The major manufacturer, Rotherhams and Sons was making parts for the automotive trade after the war but did re-commence the making of a range of clocks which were usually given as presentation pieces and this continued until the 1960’s. So there you have it, without watchmaking in Coventry, we could well have gone without engineering overall!
This blog post was written by Coventry Watch Museum. The Coventry Watch Museum Project consists of a group of people, many of whom were born and bred in Coventry, who are seeking to inform people about the history of watchmaking which was so important to the industrial development of the city. The Project is a company limited by guarantee and a registered charity.
For more information about Coventry Watch Museum click here
Recognising the value in public relations is fundamental to a series of successful campaigns and a significant profile raise. Many companies take a PR agency for granted and expect them to magic stories out of the blue. However, a strong relationship is needed between the client and PR if anything good is ever going to come of the contract.
At Bridge, we like our clients to be aware of the real value of PR, and understand what their responsibilities are – after all it is all about communicating the right messages correctly!
1. Develop a comprehensive PR brief
You wouldn’t jump into a pool without knowing how to swim and where you wanted to get to. Prevent your PR campaign from sinking by having a detailed brief on what your business wants to obtain from it. Also, be honest about your budget! If the financial perimeter is set then the agency will not go overboard on their creative proposal, resulting in the company being let down when they don‘t have the finances to support it. If the seeds are sown correctly with a clear goal ahead, then your business will only reap the rewards of a vibrant PR strategy.
2. Maintain regular contact
PR is not intended for sales leads – that is what your sales team are for, however it is important that your agency are able to liaise with the sales team in order to sync the information that is going out in the public domain. If the sales team are regularly updated with info from the PR side then they can refer to it in their sales patter. Speaking to your PR agency regularly will keep your business at the forefront of the PR teams minds, and that foundation of a relationship will enable them to prosper in the work they carry out for you.
3. Frequent face to face meetings
In our experience the best stuff comes from meeting clients face to face. Although we currently live in a digitally dominated society, human nature can prevail all. Face to face conversations have the ability to develop a corporate personality more than any other medium. We have had recent meetings with clients who are very busy people, and some of the best stories come as we are about to walk out of the door and they say “oh did I tell you we’ve just won a massive contract…”
4. Tell them EVERYTHING
A PR agency can only be as good as the information they are provided with. Keep the PR agency updated with the happenings of your company as they will always be researching newsworthy angles in relation to what is going on in your marketplace. If you keep the PR team in the loop when it comes to news and business developments confidentiality will not be a problem as good agencies will always run content past you for approval first. Remember – they are working as part of your team!
5. Identify your ‘Bibles’
Whilst carrying out research on your PR campaign it is vital that you identify the key publications you want to be appearing in. Most publications provide media packs on who their readership is and what the circulation is. Maybe you are a local business and just want to appear in the local newspapers? Whatever the situation is you need to make the agency aware of this so that they can focus their material to the style and format of that specific publication. This way they will also begin to develop stronger relationships with the editors and reporters to ensure you receive regular coverage with them.
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.
At the end of June beginning of July, Bridge PR moved into new offices as part of our expansion programme, and we’re now just about settled in. As well as having lots more space to employ more staff, we have also changed our IT and telephone systems, bringing us right into the 21st century with cloud computing. In brief, all our data is now offsite, and our communications work through VOIP (Voice Over Internet Protocol). So far so good, and central and remote access to all our data has proved a real boon for our business.
Our new address and contact details are:
Bridge PR Limited
Tel: 024 7652 0025