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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

Laughter is good for soul. Or so the saying goes. We find humour in everything, from dog and cat videos online, to stand-up comedians and 30-minute sitcoms. But what about elsewhere like adverts or brand communications? Definitely yes — the Old Spice ad of The Man Your Man Could Smell Like sticks in my mind, as does the self-deprecating humour of the Skoda ads or the classic Skittles.

 

It’s easy to recall it in the B2C environment but when it comes to B2B why aren’t we using more humour? But I guess the question many people would rather ask is should we use humour in B2B.

Again, my answer is definitely yes.

B2B isn’t some impenetrable fortress of earnestness. Because the one thing we often forget about this space is that B2B decision makers are people too. It’s true that the purchasing decisions are bigger and require more research (aftershave versus buying hardware for an entire enterprise, for example) and the consequences of making the wrong decision are also greater. But…brands still need to attract attention and help buyers along that journey. And what better way to do that than with humour?

There are many things that don’t translate from the B2C environment, but humour isn’t one of them. B2B audiences are more serious, because let’s face it, automation software or cloud aren’t inherently funny. But humour can be used to help brands connect with their audience and get their message across.

Humour can also help brands stand out in a competitive marketplace and make a product memorable. Just consider how this worked in the B2C context for Old Spice. It’s just an aftershave which is pretty subjective for most people and on its own definitely not something we find funny. And yet, humour works. Makes it memorable.

In the business to business space, and especially the B2B tech space, the same can be true. The key thing is that it needs to be done properly, tastefully, and align with the target audience. It also needs to fit in with the brand values, purpose and messaging, and form part of the wider marketing and PR strategy.

Ultimately, tapping into humour is often the key to unlocking people, even in B2B. The path to success, as with many things marketing and PR related, lies in its execution.

It’s those three short words many of us have come to recoil from – ‘the new normal’. We’d not heard this phrase much before 2020 and we’d be happy if we never heard the world’s most famous oxymoron again. Who was it who sanctioned taking the word ‘normal’ from the adjective box and dumping it into the one for nouns where it really doesn’t belong? Language pedants should be up in arms! Besides, surely ‘abnormal’ would be more appropriate to describe a situation that nobody could consider normal in any sense of the word.

What the new normal actually means has been changing seemingly every week and has extended to being asked not to scream on rollercoasters. It’s such a powerful phrase because it conveys the sense of inevitability – it’s the new normal so get used to it. This is perhaps the reason so many object to its overuse in the media, and by politicians and even scientists. There is an implied sense of permanence and we are left wondering if the old normal will ever come back.

The language of the lockdown is a fascinating subject to observe, especially as a writer, as a whole new vocabulary has sprung up over the past few months. Language has a powerful effect on our emotions and when we are exposed to negative vocabulary such as crisis, restrictions, quarantine, panic, unprecedented and death count, day after day after day it is bound to sink into our subconscious and have an effect on our psyche.

Many also question the widespread use of the term ‘lockdown’ itself. Dictionary definition, “the confining of prisoners to their cells, typically in order to regain control during a riot.” It is one thing to voluntarily stay at home to fight the spread of the virus, but ‘lockdown’ can conjure up feelings of being under house arrest in one’s own home and removes the concept of volunteering from the equation.

Another phrase nobody had ever heard before this year is social distancing – another oxymoron, which should have been dubbed anti-social distancing due to the effect it has on human relationships. Then there is the increasing use of uncertain, especially ‘we’re living in uncertain times’ and ‘we are uncertain of the outcome’. Similar to ‘unprecedented’, these words have dozens of synonyms, but the politicians and media have come to rely on these phrases to push home the point. It would be nice if they could have the imagination to conjure up some more uplifting alternatives.

On a lighter linguistical note, some creative souls have come up with a whole dictionary’s worth of lockdown lingo which may or may not end up in the dictionaries published in 2021, but can certainly give us a chuckle. Of the lockdown slang which has sprung up all over the place online, some of the stand outs include:

• Coronials – “The generation born between December 2020 and March 2021, as a result of the enforced quarantining of their parents due to the Covid-19 pandemic” – Urban Dictionary.
• Quarantinis – “experimental cocktails mixed from whatever random ingredients you have left in the house.”
• Coronacoaster – “The ups and downs of your mood during the pandemic. You’re loving lockdown one minute but suddenly weepy with anxiety the next. It truly is “an emotional coronacoaster”.
• Blue Skype thinking – “a work brainstorming session which takes place over a videoconferencing app.”

With so much negativity around the language of lockdown, finding such humour in it is important to maintaining our psychological wellbeing and to deal with adversity during what hopefully will actually turn out to be only a ‘temporary normal.’

While June saw the reopening of many non-essential shops (dependant on the following of new COVID-19 secure guidelines), it’s now the turn of pubs, bars, cafes and restaurants in England to welcome back customers for the first time since lockdown began in March.

From tomorrow (July 4^th) England will also see the likes of hairdressers and cinemas opening their doors once more. However, for the hospitality industry, as they start to resume operations, entering these establishments could be a very different experience from how it was before the coronavirus outbreak and much of the sector’s success will rely on technology to ensure the safety of both customers and staff.

To support the NHS’ Test and Trace initiative, the government is encouraging the likes of pubs to take records of customer data, including visit duration and name and number, when they enter the premises and maintain that information for at least 21 days. As well as having your pub session monitored, customers can also expect to be more widely using food and drink ordering apps to reduce contact with staff members.

Despite these safety measures, a recent survey from EY stated that more than two-thirds (67%) of UK consumers believe it will take months or longer before they feel comfortable going to a restaurant, with similar sentiments for visiting cinemas and bars/pubs.

Quite rightly, EY also identified that this reluctance to flock to the pubs when they open has caused a rise of the ‘anxious consumer’. With this in mind, it’s worth considering that while many backend operations have had to be put in place for businesses to integrate new apps and technology, in the months they’ve been closed, many establishments won’t have had the time to expand their own or their staff’s digital knowledge – particularly as the ONS found 80% of hospitality staff had been furloughed in this time.

Those new to this increased level of digital services also have GDPR to contend with which could become a legal minefield if not correctly monitored. Customer data is going to be pivotal to successfully and safely keep food, drink and entertainment businesses open, so handling this sensitive information correctly is going to be one of the most important aspects to a more digital hospitality industry.

As your time-honoured local is set to be a bit more tech-conscious, it’s probably inevitable that there will be some teething issues as they start to work with more app-based ordering and booking systems but hopefully they have used the lockdown time wisely by working with technology partners to help manage their capacity and safeguarding of data.

Ultimately it’s a positive step for England’s economy which has been hit hard since March 23^rd, and as the hospitality sector is one of the UK’s biggest employers and contributes billions in revenue, hopefully this keeps us on a safe path to a ‘new normal’.

By Mark Wilson, Creative Director

There are many elements that contribute to an organisation’s success, especially when it comes to sustained growth. This was the focus of our research — Secrets of Tech Growth — where we spoke to the leaders of fast-growth tech companies to get their insights. We discovered that it’s not only having the right business model or using a tech PR agency at the right time in your growth journey that helps an organisation stand out, but, unsurprisingly, creativity plays a crucial role.

Many of the CMOs and CEOs that we spoke to agreed that you should use PR and integrated marketing as soon as you can in your growth journey. The same can be said for establishing a strong brand with a clear purpose.

For many firms, there’s a focus on the product or service in the early days, making sure it is appealing to the market, is saleable and that it actually works. The result is that the concept of “the brand” is often put on the backburner. Once the business starts to grow, it becomes difficult to backpedal and pay the due attention to the brand elements because you’re swept along in that momentum. It also becomes more expensive and complex to change your identity and assets when they don’t match your objectives or growth trajectory anymore.

Use your brand image as your foundation

The truth is you need a strong brand to build a strong foundation for your future PR and marketing efforts, and to help your technology business stand out in a crowded marketplace. Establishing your brand identity early on ensures that the market knows who you are, but also helps solidify your offering for staff as well, which ultimately impacts your sales efforts and how your target audience perceives you. It’s also key in fostering customer loyalty. Customers seek to buy from companies (whether that’s in the B2B or B2C space) that they trust. Building that trust from day one is certainly helped along by having that base of a good brand image to work from.

Don’t break the bank

Of course, this might be easier for some businesses than others, especially as far as budget is concerned. Should you go for a cheaper option? Use a freelancer or get a logo designed on a platform like Fiverr? As a Creative Director my answer is always no. You need to think about one thing and that’s longevity. And while paying a fiver for a logo may help you in the short term, you’re not necessarily doing your brand any favours in the long term.

Even with tight budgets there are elements of your brand you can get right; think about using strong graphics, gifs instead of expensive animation, video when you can do it cost-effectively, and having a website that conveys your message and brand identity in a few pages. It’s by far better having a few well thought out assets which convey exactly what you’re trying to say rather than a whole load of quickly put together assets which say different things – and which collectively damage your brand image. Working with a professional, be it an agency or experienced designer can make all the difference.

Moving forward

Most importantly, your brand image and your brand purpose need to be clear and consistent. Don’t bow to peer pressure; if you’re a start-up, for example, you don’t need to be edgy. You need a brand identity that is fit for your purpose. As long as your brand image is clear and complete, you have that foundation to build on. As you grow as a business your sales, public relations and marketing efforts, including design, content and creativity, will be more effective if they are built on a solid brand identity.