Archive for the ‘PR/Marketing’ Category

Avoid turning a drama into a crisis

By Althea Taylor-Salmon, posted 2nd January 2015

A calamity can ruin a company’s reputation and in some extreme circumstances, can destroy the business permanently. Because of the unpredictability of such events and the tendency of media coverage adding fuel to the fire, crisis management has become an integral part of any strategic PR agency’s repertoire. In a previous article, we covered some of the golden rules for effective crisis communications management – in this article we will provide you with real world examples of businesses who have handled potentially-damaging situations with expert finesse. 1.JC Penny Retail giant JC Penny released a teapot with what turned out to be an unfortunate
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5 excellent charity campaigns

By Althea Taylor-Salmon, posted 2nd January 2015

While most people are supportive of charitable causes, in order to raise the kind of funds which can actually make a difference to people’s lives, excellently crafted PR campaigns are required. The following campaigns elicit a range of emotions; some are humorous while others are extremely serious, but all are effective in their own way at encouraging people to donate. 1. The Ice Bucket Challenge Last year, the internet was bombarded with an endless stream of videos of people chucking ice cold water over their heads, including celebrities, athletes, musicians and film stars. There have been over 2.4 million
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Why A messaging workshop is for your PR

By Althea Taylor-Salmon, posted 2nd January 2015

Messaging is an integral component of any organisation’s PR programme; the type of story you tell can make a big impact on your target audiences and how they perceive your brand. When working within a business, it can be easy to develop tunnel vision to the point where your understanding of the business is dramatically different to that of your customers. This is precisely the point when a fresh pair of eyes is needed. A messaging workshop is a great tool for pooling the resources and ideas of your staff to develop or hone more powerful messages about the
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Creating thought leadership content

By Althea Taylor-Salmon, posted 2nd January 2015

Thought leaders aren’t just people who generate content, they’re the people who drive conversations, shape perceptions and influence others in their industry. Creating thought leadership content establishes you as the go-to source for expertise in your field. Established thought leaders become the brands that people trust, the brands that people buy, and the first voices that are sought out. Being a thought leader differentiates you and your business from your competitors, but it’s not something you can stumble upon – establishing yourself as a thought leader requires diligent, cumulative effort. Originality is key to creating thought leadership content –
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Make the most of earned and paid for media

By Althea Taylor-Salmon, posted 2nd January 2015

In a previous article, we discussed how the art of storytelling can be used as a powerful PR tool. In the digital era, we have more communication channels available to us than ever before, enabling us to formulate our PR programmes in a variety of ways in order to make the maximum impact and reach our target audience. Know your audience: As every marketer is probably aware, building rapport with your audience serves as an important foundation for business success. By using site analytics, customer surveys and general market research, you should be able to figure out the ways
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What is newsjacking?

By Althea Taylor-Salmon, posted 2nd January 2015

Marketing specialist David Meerman Scott defines newsjacking as: “the process by which you inject your ideas or angles into breaking news, in real-time, in order to generate media coverage for yourself or your business.” By recognising an opportunity as soon as it arises and striking swiftly, enormous amounts of positive PR can be generated with relatively little investment. Here are some of the most effective examples of newsjacking used by brands to gain exposure. 1. Virgin When the British Airways-sponsored, London Eye was experiencing a technical problem that prevented it being erected, Virgin Airways CEO Richard Branson ordered a blimp
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Effective storytelling

By Althea Taylor-Salmon, posted 2nd January 2015

Most companies believe that PR is all about selling their business, and this is true to an extent. However, for potential customers to truly understand the positive attributes of the brand, it always helps to target their emotional rather than logical faculties. This is where storytelling comes into play. An excellently structured, emotive story allows people to understand how the brand can benefit them; and benefits are infinitely more powerful than facts when you’re looking to make a sale! Just as we all love to witness (and vicariously experience) the trials and tribulations of a protagonist in a movie
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Promoting new homes to local buyers

By Althea Taylor-Salmon, posted 2nd January 2015

After a new development has been completed, property developers are left with the task of filling the new residential properties. At the initial stages of obtaining planning permission for the property, local communities should have been informed regarding new housing opportunities, which should help to spread the word once the development is finally complete. Pre-marketing will also help to attract off-plan buyers (before the development is completed). However, to attract buyers for the properties as fast as possible it helps to implement a comprehensive marketing and PR campaign, which may include some of the following: Pre-marketing You can use
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Getting the PR year off to a great start

By Althea Taylor-Salmon, posted 2nd January 2015

As the dust settles after the office party and personnel come back to the workplace fresh and raring to go from their much deserved break, the arrival of the new year presents a plethora of options for evolving your company’s PR strategy. While most new year’s resolutions involve quitting smoking or losing a few inches off the waistline after over indulging on the mince pies, a new PR initiative not only has the ability to improve the outward perception of a company, it can be a great way to foster team spirit and get everyone pulling together to achieve
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Engaging with local communities on property development

By Althea Taylor-Salmon, posted 2nd January 2015

Despite the fact that property developers invest sizeable sums into the long-term future of local communities, many people hold the belief that developers will simply come to an area, erect their building, take their profits and leave. A survey commissioned by the British Property Federation showed that as a result of 126 major development projects, benefits to the value of £3 billion were provided to local communities in the form of improved infrastructure, new healthcare, and educational facilities, refurbished public parks, new employee training initiatives and more. To gain the confidence of local communities and obtain planning permission for new
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