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20 years in B2B PR. I’m not sure I expected to be writing that when I graduated with a degree in International Marketing back in 2001. Although as you’ve probably guessed, my career in this industry began some time before the gown and mortar board.

During school and college years, I eagerly helped out a local PR agency with anything I could – getting my first step on the ladder to help carve out future employment opportunities. I had an industrial placement during my degree and worked within PR during academic holidays…oh and my dissertation examined international PR, so I guess the writing was on the wall!

From starting as a junior account executive to two decades later as the MD of an award-winning B2B tech agency, it’s fair to say that I’ve learnt a lot not just as a communications professional, but as a manager, about running a business and about the industry as a whole.

Here are five things I’ve learnt over the last 20 years…

#1 You don’t have to be a ‘techie’

Yes, it’s B2B tech PR, but you don’t need to be a techie. Having a certain amount of technical knowledge does help, as does an interest in technology, but it’s not a term I would use describe myself.

Throughout the years, I’ve seen and contributed to rather a lot of tech trends which are now a part of our everyday life such as HD television and the cloud. While the technology driving both is complex and sophisticated – the trick for working in the industry is to have an understanding of the nuts and bolts, and features and benefits. That way you can translate those technical concepts for the layman, be it the media, customers or investors.

#2 You need to be customer centric

Service delivery isn’t for everyone. And that’s okay. I’ve seen many people come and go within the world of B2B tech PR and those who ‘go’ are often the ones who simply don’t get a buzz out of service delivery. It’s not a fault or a criticism, they simply prefer to be on the other side of the table.

As a business, everything we do starts with the question…what do our customers want and need? It’s only with that knowledge that we can adapt and change to remain relevant.

#3 Relevance always matters

Talking of relevance, it’s a key element for both businesses and individuals. If I think back to my first days in PR, I used to snatch the press clippings from the fax machine (yes, an actual fax machine), cut them out, mount them and post them off to clients, boasting about the column inches said article achieved.

Rather a lot has changed since then. Buzz words have been and gone and the depth of PR campaigns continues to evolve. It takes desire, time, commitment and determination to remain relevant. As a service provider, our clients look to us to be ahead of the curve in terms of emerging trends and to achieve success. As a communications professional, you need to grab any opportunities you can to learn new skills or ways of working which can help you grow and ideally present commercial opportunities for the business.

#4 Don’t be afraid to specialise

Although success may come more easily if you have a rounded knowledge of PR and integrated communications, you will most likely find an element of the delivery which you particularly enjoy — especially today.

The term ‘PR’ now encompasses so much that it’s harder to be a jack of all PR trades and more likely that you’ll end up being a master of none. Much like it’s a good idea to have a broad understanding of technology, having an overall view of marketing communications and strategy will be necessary for success while you might find a natural desire or skill within one of the specialist delivery skills such as content creation or social media.

Becoming a specialist doesn’t close the door to development and rather opens the door to success and progression.

#5 Relinquish control

Unashamedly, I’m a control freak. Like everything, it has its benefits but also its challenges. I have a process for most things; a certain way I like to do things and I like for things to be done. And for a while, that was it.

But a few years back, I realised my way wasn’t the only way. Only with this recognition can you really allow those around you to flourish, which in turn will support their individual and your collaborative success.

Again, looking at our business, I like to think I can recognise our team members’ strengths and encourage them to play to them. We employ specialists with potential, but that potential will not be reached unless they are allowed to spread their wings and have responsibility. There will be bumps in the road but calculated risks and allowing those around you to support your growth will deliver ultimate success.

And finally…

Looking back at my late teens and early twenties, I know that my eagerness to get a foot in the industry was worth it as were all the hours I put into clipping coverage, fetching coffee and helping with events. As a result, I can’t tout the value of hands-on experience enough.

Yes, a good CV and the relevant qualifications are equally important but having that first-hand knowledge of how an agency operates, the culture, and their expectations, gives you that boost and gives you a definite advantage.

By Suzanne Griffiths, Managing Director

When writing about tech, it pays to not sound like a robot. Engaging content needs to use a tone of voice that is human and conversational, yet a common misconception is that active voice is everything and passive voice has no place in content today.

Active voice is where the subject of the sentence is performing the action, such as: the cat sat on the mat. Passive voice is where the subject of the sentence has something done to it by something or someone, such as: the mat was sat on by the cat.

Active voice is direct, punchy and gets to the point. It’s great for firmly putting key points and messages across in a strong and confident manner. But it’s not so great when it’s over-used. This can lead to entire articles reading like a series of bold statements and this can be monotonous for the reader.

Here’s a tech-focused example of active vs passive:

Active voice: The IT team can work on more meaningful projects with the solution in place.

Passive voice: The solution allows the IT team to work on more meaningful projects.

As you can see in the tech-focused example, the passive sentence still works. It’s not going to confuse the reader and, if it’s included in a paragraph that’s already leaning heavily on active voice, it can help that paragraph to flow a lot better. Well-crafted content can and should use passive sentences to complement the active sentences.

Say you’re writing about a solution that applies automation to workplace processes. You’re probably trying to pacify an audience that is worried about human jobs being taken over by computers, so you don’t want your content to appear as though it’s been written by an AI.

The truth is, there really are no rules when it comes to style. It’s your choice as a writer to decide what works best. However, using both active voice and passive in moderation is always going to help you write better content as opposed to sticking purely to active voice.

This very blog switches heavily between active and passive voice, so if you’re still reading, here’s your proof that passive voice is not a content killer.

If you’re struggling to articulate the benefits of your product or service through the power of words – or content writing seems like witchcraft to you – enlist the help of the experts. We’ve got a few.

As a communications professional there’s one buzzword I’ve heard, seen and used a lot over the last few years — personalisation. As both marketers and consumers, we know the benefits and there are myriad stats to back that up.

A quick google yielded these beauties:

• 91% of consumers are more likely to choose a brand that gives them relevant offers and recommendations
• 84% of consumers are more likely to spend with a brand when they’re treated like a person and not a number
• 80% of companies say business has improved since using personalisation

The thing about personalisation, is that it’s more than knowing your name; it’s getting recommendations (Amazon is leaps ahead with this) and content that is specific to your needs. If you think about it, with the abundance of data and use of smart algorithms, brands know a lot about you. From what device you used to open an email, how long you watched a video, to what you searched for and what you have in your online shopping basket.

And it’s easy for brands in the digital age because everything we do is online, connected, part of something bigger, so there’s always that abundance of data.

But what about offline? Does personalisation still work? Does advertising still work?

Consider this: I hardly ever watch live TV. Why? Because like many people I am addicted instant gratification. Wait a week for the next episode? Sit through an ad break? Pfft. Binge watch on Netflix, NowTV, Amazon Prime (yes, yes I have all three)? Now you’re talking my language.

I did, however, catch a bit of live TV last week, about 10 minutes in total. During that time I happened to see an ad that changed my life. It was for coffee bags. Like tea bags, but coffee. And if there’s one thing I love as much as series-on-demand, it’s coffee. Good coffee.

Pre-digital age I would’ve run to the local supermarket to look for them. But today? I did what any lazy shopper does and found them on Amazon. Click, click, ding dong. From awareness to purchase in less than 24 hours. Certainly a coup for marketers.

But who gets the credit? What is this success attributed to? Targeted advertising? Personalisation? Or just pure chance.

I’d be inclined toward the latter if I just bought the coffee bags willy-nilly. But I didn’t. While it was quick and easy to find and order them, I had the added benefit of being able to read reviews — which were decent, unlike the coffee bags I ultimately bought.

And those reviews and the additional data around the bags, while not strictly in the realm of personalisation, still ensured that I was getting a product that met my needs.

The whole exercise did more than show me that tv advertising does still kind of work. It reinforced the idea that everything is connected. From the channels we use to the way we use them and likewise in the way that we’re marketed to. Different channels and platforms fulfil different needs, but they are all working together in an expanded marketing mix.

And with that in mind, my coffee bag experience doesn’t seem nearly as random now!

“Let’s meet for brunch and then spend the afternoon shopping.” Brunch? Yes, absolutely! Spend the afternoon shopping? No thanks! Those four words have me running for the hills: the crowds of people; constantly feeling rushed; not finding anything that catches my eye. And don’t even get me started on queuing for the changing room!

For me, it’s online shopping all the way: the convenience (not laziness!); the accessibility; the choice. And, quite clearly, I am not the only one. In a study performed by Orbelo, there are roughly 7.8 billion people in the world and it is predicted that more than a quarter (26%), or 2.05 billion of them, will be online shoppers by the end of 2020. Furthermore, a report by global professional services firm Alvarez & Marsal estimates that 17.2 million British consumers plan to make their switch to online shopping permanent as perceived risks of contracting COVID-19 at physical stores redirects spending into online channels.

Online consumerism is not only here to stay but is on the rise. With this comes increased competition as retailers look at ways of developing new engaging, interactive online experiences that go beyond just click and collect or delivery: the next level experience for shoppers, enticing them and drawing them back. Cue AR.

Augmented Reality (AR) is being used by retailers to take their online shopping experience up a notch to establish an advantage over their competitors. To remain competitive and profitable, it is no longer enough just to have an online presence. An online shopping experience must now be personal and interactive to help ease buyer uncertainty and drive profit through consumer satisfaction.

You can only imagine my delight in this world of AR coming to life from the comfort of my own home. It’s essentially bricks and mortar shopping but remotely – far removed from heaving crowds and deafening background music.

Ever made an online shopping mistake because you didn’t notice the pair of trousers being listed as high-waisted before clicking “pay”? No longer an issue thanks to ASOS’s Virtual Catwalk. Want to make sure your coveted IKEA sofa will look good in your lounge? Never fear, there’s an app for that now. Even the wine world is upping its game with Living Wine Labels combining history, virtual integration and good wine (19 Crimes Red Blend – 110% recommend and not just because of the Irish-accented label talking to me).

And it’s not just consumers benefitting from AR. Retailers are reaping the rewards of AR as well, which include better product exposure, improved online sales, increased customer loyalty and reduced returns.

Although AR is still in its infancy, the technology is already becoming integral for major retail brands and it’s becoming clear that the time for retailers to invest in it is now. This new wave of immersive shopping is setting new expectations for today’s digital customer. In fact, 71% of consumers say they would shop more often with a retailer if they used AR and, by 2025, it’s predicted that AR will be common place.

I wholly expect this trend to not only continue but to be developed even further in this sector as more shoppers utilise online shopping and competition between retailers heats up. So, while sitting in the comfort of my lounge, wishfully “trying on” Gucci footwear that I most definitely cannot afford, I eagerly await the emergence of the future exciting online retail AR ventures that will no doubt give me further reason to stay put and shop online!

When deciding to embark on a Public Relations campaign, and ultimately selecting a PR agency to go on that journey with you, there are many factors that you need to consider. For many fast-growth businesses PR is a significant, strategic investment, and therefore choosing the right agency isn’t a decision that can, or should be, rushed. Things like experience, accessibility, cost, creativity and even personality fit should all factor into the decision-making process to ensure a successful and happy working relationship.

Thinking specifically about the financial aspects of onboarding an agency, assuming strategic recommendations are well received, prospective PR clients all want to know one thing: how much is this going to cost? Once a proposal is in place and both parties have an idea of what the campaign will look like agencies can give a monthly, or total, fee.

But looking beyond that, monthly fee businesses should be asking an even more important question: what exactly will I get for that and what will that mean for my business?

The simple truth is most agencies that work on a retainer-based model, where you’re billed for time spent by the agency, will struggle to give you an accurate or exact answer to that question, particularly the first part. When you’re buying time there is no way to guarantee what you will actually get for your money once those hours are used up.

In relation to the latter part of that question, it’s also important to consider what success looks like to you. For some, lead generation is a must. For others, it’s more important to raise brand awareness in new industries or attract attention from potential partners or investors. Traditionally, PR agencies have only been able to give estimates in terms of results, and certainly no guarantees, and that makes complete sense. When translating fee to hours to deliverables and ultimately results, it’s hard to be exact.

We believe there is a better way. At Whiteoaks, we are passionate about delivering ROI for our clients, making sure we can demonstrate the value of every penny spent on PR. Our unique model of engagement is deliberately different, offering clients set fees for set deliverables, ensuring absolute clarity from the outset. With this model we are completely transparent about how our clients’ investment will look not just in terms of the deliverables, but also by enabling us to guarantee tangible results that are aligned to our clients’ business objectives.

The icing on the cake? We offer all of our clients formal service level agreements, so if we don’t deliver then you get your money back on a pro-rata basis. How’s that for ROI?

By Bekki Bushnell, Head of Business Development

The press release has long been a staple of PR, first coming into use in 1906, when Ivy Lee, the PR representative of the Pennsylvania Railroad developed it to disseminate information following a train derailment. Knowing how damaging the accident could be for the company, Lee wanted to get the truth out quickly before the rumour mill could begin.

Back in 1906, when newspapers were the main source of information, the merits of the press release as a method for businesses and brands to spread information was clear. But, in this day and age where we receive our news instantly, can watch global events unfold in real-time and find out all there is to know about a subject in a matter of minutes, is there still a place for the press release?

Cutting through the fake news

We’re currently living through the era of fake news, with almost half (45%) of adults in the UK believing they encounter fake news every single day. It’s a time when a rumour can be taken as gospel due to it trending on Twitter or a celebrity discussing it on their Instagram story.

I would argue that this makes an even stronger case for the use of press releases, particularly when it comes to crisis comms, as they offer a means through which businesses can communicate important information and cut through the online noise. While social media platforms, for example, can be a force for good, in times of crisis, they can also be a hive of misinformation.

Issuing a press release during a crisis can help businesses get their story out there clearly and succinctly. It allows them to take control of the narrative, separate fact from fiction, and target key media with their messaging.

Yet, while I believe there is certainly still a place for the press release in PR, it would be foolish to think it hasn’t evolved. I think it’s time to reconsider whether it is the best vehicle for disseminating information by looking at what you’re trying to achieve.

When to issue a press release

According to research, 63% of global respondents said press releases were the preferred method to receive news and 44% of journalists think press releases are the most trustworthy source of brand-related information. That said, with journalists receiving up to 200 pitches a day, for them to cover a press release the story needs to be compelling.

Consequently, before sending out a release, it’s vital to consider whether the information is actually news, or whether it’s more about increasing awareness of a brand, as the outcome is likely going to differ depending on the focus of the piece.

For instance, distributing a press release about the opening of a new office or a low-level appointment might help grow awareness of a business among the journalists that receive it, rather than gaining coverage. Conversely, a news release announcing the findings of a research study or issuing a statement after a crisis may garner significant pickup.

Ultimately, there is no harm in sending out a carefully crafted press release, as long as the expectations of what it is likely to achieve are realistic. And, rather than seeing press releases as standalone pieces, incorporating them to larger integrated marketing campaigns can be incredibly effective.

Let’s take the research press release as an example, this asset can be used to launch an entire marketing campaign. By sending this type of press release out, you’re alerting journalists not only to the information in the release, but also giving them a glimpse of the bigger picture and what else you have to offer. In an ideal world, this could lead to the journalist following up for subsequent related content pieces or perhaps even an interview with the subject matter expert quoted in the release.

Integrated marketing campaigns as the way forward

With a wide range of resources and content types at our disposal, it’s possible to tailor the content you create not only to the messages you wanting to convey, but also to the audiences you want to target and how you want to reach them. By adopting this approach, PR and marketing campaigns will become multi-faceted and have a broader appeal.

So, while press releases are just one of the tools in our arsenal, as the world of PR is so fast-paced, they can be the ideal way to share information quickly and efficiently. It’s just about considering what you want to achieve and whether that format will get you there.

Long live the press release!

By Hannah Buckley, Head of Content

‘The Future’ – all rather exciting, isn’t it? Especially after spending months in lockdown. As the world around us continues to grow and evolve, so do the industries and products that we create: food, music, fashion, technology. Technology is a big one. Can you believe that there are twenty-four different types of iPhone to date? Twenty-four?! Granted they are the size of small laptops now and it’s amazing to think that the top-dogs over at Apple still see room for improvement.

That’s what the future of technology is all about: improving tasks that can be actioned quicker. Pictures that can be taken faster, and in better quality. God forbid if we ever must pick up a pen again – surely we can type everything moving forward? While the idea of a digitally driven life is seen to be smart and efficient in the eyes of many, it’s important that we acknowledge the man-made creations that we would be giving up as a result of these progressions. If typing were to replace the physical act of handwriting, then the humble biro would become obsolete. The notepad would be forced to retire. As we welcome the future of technology, we unfortunately wave goodbye to pieces of our past.

This year, Argos announced that it would be ceasing the publication of its legendary product catalogue after forty-eight years of development. The world’s thickest Christmas wish list (as seen through the eyes of me and my sister) will no longer be regularly printed by January 2021. Speaking with BBC News, Mark Given, chief marketing officer at Sainsbury’s, claims that customers’ tastes “have changed over the years” alongside their shopping habits; where an “increasing shift towards digital shopping” has resulted in the decision to cease the Argos ‘book of dreams’. Here lies a prime example of the cost that comes from the digital revolution, the price we pay when technology presents quicker alternatives to traditional methods.

While many see change as a daunting and threatening presence, we must also remember the good that comes from evolving technology. Another announcement made this year details how Sainsbury’s is testing a virtual queueing system  that will allow customers to wait for entry to the store from the comfort of their nearby car or local café. The Times reports that the idea behind the app is to prevent shoppers from waiting in the harsher weather come autumn and winter, when socially distanced queueing will be less appealing. I’m sure the creative team at Sainsbury’s HQ got a pat on the back for that one: a prime example of the benefits that come with the growth of technology. Why waste your time in a supermarket queue when you can be defrosting from the cold, winter air in your car parked meters away? Genius.

The future of technology is truly a mixed bag; we will feel remorse and sadness at the loss of old friends, but we will also embrace the arrival of ‘new normals’.

Regular use of social media by businesses has become one of the most reliable ways to communicate with customers and clients quickly and easily. Public relations campaigns no longer rely solely on traditional forms of content such as print media, so it is crucial for businesses to keep up with evolving trends. While it has become increasingly common to see firms managing LinkedIn, Twitter, Facebook and Instagram accounts, a new contender is quickly making an impact in the market.

Through utilising short-form content, TikTok is proving highly popular with the younger generation in the form of snappy, humorous and easily shareable videos, but why? And is there a place for businesses to capitalise on its growing popularity?

If we look into the psychology behind short-form content, a case has been made that for Generation Z, attention spans have shortened. Content can now be accessed more quickly and more easily, creating greater levels of instant demand for multiple pieces of content, and TikTok has continued this trend by putting a 60 second limit on multiple clip uploads. And it’s not just video. Pop songs are now 1 minute and 13 seconds shorter than they were 20 years ago. Increased quantity of content in a shorter form is now the name of the game.

Much has been said on the benefit that video content can provide to organisations. It has shown to grab a customer or prospect’s attention in a way images can’t, so many are now taking advantage of original video creations in their social media campaigns. But there’s a case that it may be time to complement those 2-3 minute informational videos with short-form light-hearted content to add a new dynamic to customer relations, with TikTok potentially holding the key.

As the PR landscape continues to be driven by social media more and more, is it time for businesses to jump on the TikTok bandwagon? TikTok’s potential in the business world could well be fulfilled by Microsoft’s apparent interest in acquiring its US operations in the near future.

With LinkedIn already a part of the Microsoft portfolio, could we see TikTok video integration on the platform in the future? Some of the world’s biggest brands already use TikTok to communicate with customers, with NBA and Apple Music sharing unique short-form videos to their followers. The uptake of the platform with other major brands may well hinge on current investigations on how the firm currently handles sensitive data. Many global businesses are likely to be watching these developments with interest.

With the Covid-19 pandemic affecting many across the globe, organisations and industries have looked to bring a new light-hearted approach to their marketing and bring people together during these tough times. Many organisations could well find that by utilising TikTok and other social media platforms to share fun and engaging content, a whole new type of bond can be built between customer and business.

Name, title and how long you’ve been at Whiteoaks

Maddy Birtles, Account Executive, have been at Whiteoaks for 1 year 9 months

In your current role, what does a typical day look like?

Every day can be different in PR, but a typical day in my current role usually starts with reading the morning papers and looking online for the latest headlines and news stories. From then, my day will involve a couple of weekly catch-up calls with clients, team meetings and brainstorms and speaking to lots of journalist in media to secure ops for clients; ranging from press releases, thought leadership articles, briefings, features and news hijacking.

How did you get into PR?

I worked as a marketing assistant prior to my first PR role at Whiteoaks. Having experienced marketing for a couple of years, I was keen to explore another avenue and I was always intrigued by the buzzy fast-paced environment surrounding PR. I saw Whiteoaks was recruiting for a Junior Account Executive, and the rest is history.

What did you study and how has it helped you grow your career?

I completed a marketing apprenticeship while working at my previous job, which not only gave me some great workplace experience, but also gave me the confidence to get myself out there and explore new opportunities and a career path in PR. I think the knowledge I gained and confidence I built helped me right from the interview stage and kick-started all the new skills I have learnt now.

Why PR?

I’ve always kept myself up to date with the news and what’s going on in the world, which plays a huge part in PR. I like getting creative and being able to use that creativity towards building a brand, and I like being part of that brand’s journey. Being in a PR agency environment also gives you such a variety of different clients and sectors to work with. I enjoy building my own knowledge on the wide industry landscape, as well using it to secure opportunities for clients.

What is the best part of your day?

Receiving good feedback from a client always boosts my day. Knowing that the results you and the team are delivering are having a positive impact for the client and making a real difference to their business is definitely a motivator for me.

What advice would you give to people who want to get into PR as a career?

If you’re keen to get into PR but don’t necessarily have the qualifications, don’t let this prevent you from getting your foot in the door, work experience goes a long way. Don’t be afraid to get creative, keep up with the news agenda and touch up on your social media profiles if you haven’t already – these are a great way to connect with journalists and others in the PR network, as well as build your own personal PR profile.

What do you like most about your current role?

Being in the thick of the excitement when you secure a great opportunity for your client has to be one the most enjoyable parts of the role. Collaborating with the team and coming up new ideas is also something I really enjoy.

If you didn’t work in PR, what would your ideal job be?

I’d be an interior designer and own a bakery on the side.

Social media is now firmly part of the marketing mix and is a powerful way to communicate with customers, partners, employees and prospects. A core part of social media strategy is to make your target audience stop, engage with your content, and take action. The question you have to ask yourself when creating content for your brand is what makes a user stop, what’s in it for them? A person will only stop if they are getting something in return. Will it educate them? Help them? Humour them? Can they relate to it? Content is the ultimate currency when it comes to social media. And how that content is distributed adds another layer.

Having a corporate social media account that shares great content is powerful but there is more that can be done. Your employees are the backbone of your business. They drive it forward and deliver customer success. Employees are the lynchpin of your organisation, and arguably your biggest advocates. Encouraging your leadership team, spokespeople, key representatives or sales team to join social media and be part of your corporate social media strategy is a hefty mix. Not only does it expand your reach, but it expands your reach with the right audience by tapping into networks your employees have built up. Having your employees on social media also helps put a name and face to your brand and can deliver your content in a more genuine, trustworthy way. People like people.

Careful consideration should be given to who should represent your business. You should also make them aware of your social media policy and what they can and can’t do. Keeping them updated with what social media best practice looks like will also help them get better results. Whether an individual is about to start representing your business on social media, or  looking to refresh their approach, they should always remember the basics:

– Your profile is your online introduction. Create a professional looking page with a professional photo (no holiday snaps)
– Grow the right audience. Think quality over quantity. If someone can’t add value to your network, don’t add them
– Share your knowledge with captivating insightful information and updates
– Establish a good post frequency between business and industry updates. Don’t spam your audience by constantly sharing corporate post activity
– Balance professional and personal. The more transparent an individual is, the more trustworthy they will be. No ‘business babble’
– Listen engage and interact with your audience

Combining corporate social media channels with key individual accounts will not only enhance your social media strategy, and social ROI, but it will position key employees as thought leaders in their field of expertise online. Growing an army of social media influence will allow people to engage with your business in a more friendly genuine manner. Find out more about our digital capabilities here