Category: Uncategorised

The state of our environment is increasingly dominating global headlines and we are hearing continuous reports of the many and varied impacts the human race is having on the natural world. Just this week this Summer’s first severe heatwave has arrived in most European countries. And there is evidently a growing awareness and increasing effort being made to help lessen the blow of our carbon footprint, shown in the influence of the Extinction Rebellion and countries increasingly declaring a state of climate emergency.

We are also seeing an undeniable trend and desire to move to a more sustainable, environmentally-friendly world not only in our personal lives but in businesses too. An obvious example of this is the numerous food service organisations, including the likes of McDonald’s, Nandos and Wagamama, which have banned the use of plastic straws in their restaurants and Waitrose and Marks and Spencer trialling recycling and packaging reduction initiatives. Thankfully, calls are now being made for production of single use plastics to stop, hitting the problem at the source rather than treating the symptom.

Many of these systemic movements and changes are being assisted by technology. In the office environment, technology now allows us to run virtual meetings and partake in mobile working, cutting emissions and reducing our daily carbon footprint. We can now create biodegradable products at almost mass scale, reducing waste and decreasing the number of harmful chemicals that pollute the air when producing plastic. In our homes, new technologies are tackling some of the biggest producers of emissions (electricity and heating) with eco-friendly tools and renewable energy technologies including heat source pumps, solar and wind. Additionally, smart technology is teaching us to be more efficient with our energy, and it’s the same in our offices, too.

Another way in which technology is supporting and driving environmental change is through the development of AI, satellite data, drones, remote sensing and thermal imaging. These applications are being used in environmental experiments to allow scientists to monitor and make accurate and informed decisions, in order to develop new and effective strategies to help care for the environment better.

Technology has also had a huge role to play in spreading awareness of environmental issues. TV/broadcasting and social media are incredibly powerful platforms that are allowing us to share news, reports and live footage from all over the world – including those areas most vulnerable to global warming and plastic pollution, from oceans to secluded frozen landscapes. In turn, this growth of awareness is influencing people’s choices and is prompting many to make lifestyle changes, whether this be reducing their waste, using shared public transport or sourcing more local food produce. It is also encouraging businesses to go green by banning plastic use, installing water re-fill stations in cities and implementing cycle to work schemes.

There is no doubt that we will continue to see new developments in support of the race to halt the negative effects on the planet that we’re already experiencing, so what does the future look like for green technology in our everyday lives? We are certainly likely to see more smart city solutions and transport methods evolve – as an example last month Transport for London announced some buses would be powered by hydrogen in 2020 – and it’s not too hard to picture an all-virtual business world either. While we may never reverse the effects of climate change, technology is certainly giving us a good opportunity to assist in the rescue and restoration of our planet.

Unless you’re in advertising, where the role of the copywriter has existed for decades, the availability of writing-only roles is few and far between — and it got me thinking.

You can apply to be a marketing exec and writer; a PA and writer, or an account exec and writer, I discovered after a cursory Google search. It’s true that in PR and marketing there are many roles where writing is a required skill. It’s always handy to have a few people on the team ready and able to draft a synopsis, press release or blog.

But the lack of dedicated content creation or copywriting roles is concerning. Of course, this is just my initial impression based on a 30-minute online exploration and doesn’t necessarily mean it’s the case across all organisations or marketing disciplines — it could just represent a snapshot in time. But it does raise questions around the importance attached to creating good content.

The thing about writing, especially in the B2B tech space, is that it requires a specialised skillset. You’re taking technical information and reshaping that into something that not only appeals to journalists (in the PR space) but to end audiences as well. You’re giving them something relevant, meaningful and beneficial. Yet, you also need to ensure that it encapsulates the right messaging and hits all the right notes to get readers to engage with the content, whether that’s a press release, thought leadership article, eBook or email.

Can you do this effectively when your focus is split? The answer is almost always no.

The challenge when you’re juggling other responsibilities and tasks, such as account management or media relations, is that writing requires single-minded focus (speaking from experience here!) and the ability to meet the needs of the audience as well as the client.

Now for the part where I tell you how Whiteoaks is different. It’s one thing to say we’re different, but our team structure is one of the ways we prove it. Each team member at the company has a specialised role, whether that’s content writing, media relations, social media or account management. That’s not to say we work in siloes — quite the opposite in fact. We have dedicated roles which all combine to complete the integrated PR and marketing picture.

Looking specifically at the writing team (affectionately known at the Writers’ Pen, take from that what you will!) we’re an eclectic bunch of individuals with different career histories (marketing, teaching, journalism, PR) and complementary skills that ensure we add value to our account teams and consistently meet our client briefs.

We are well versed in tackling subjects from hybrid cloud and the state of retail, to cyber security, fintech and customer engagement, and transforming these topics into compelling narratives that engage and inform, forming part of a wider campaign.

If you need convincing about the importance of great content and how we can help you create it, why not get in touch?

As part of the University Guide 2020 series on The Guardian’s website on Friday 7^th June, there was a feature on Journalism, publishing and public relations (PR). The article looked specifically at how these professions have evolved especially since the advent of social media and the increasing prevalence to self-publish, presenting both opportunities and challenges for print media.

It got me thinking about how fast paced and varied the B2B tech sector is and the four tips I would offer new recruits thinking of joining.

 

#1 Understanding media

To succeed in public relations, it’s important to read, watch and listen to as many newspapers, blogs, magazines, radio and TV and social channels. From the outset it may seem an insurmountable task but when you know your B2B tech client and the specialist verticals they operate in it becomes a more manageable part of your job to navigate.

#2 Storytelling

The ability to tell a story and shape the narrative when pitching a new fintech solution or providing fast action commentary on a topical news item like cyber security or artificial intelligence (AI) will help you cut through the media noise and get your client the media exposure you were hired to secure. Understanding what makes a good story should make you friends with journalists for life.

#3 Networking

‘People buy from people’: it’s not just a truism in selling, it’s also valid in PR and communications. While your social profiles (Twitter, Facebook, LinkedIn, etc.) are all excellent ways to connect and show that you are keeping up to date with the industry, it’s also important to network in person with targeted, relevant journalists and influencers. All PR professionals that are successful are well connected and, more importantly, seen as reliable sources for access to media commentary.

#4 Creativity

PR is a very creative profession, where original ideas are hugely valued, no matter the industry. Notwithstanding the need to be well organised, injecting a creative spark will be what makes your hard work worthwhile and gets your client the headlines they are looking for and the subsequent sales leads.

If you would like to find out more about B2B tech PR and who works for Whiteoaks just watch this short video on our Careers web page and get in touch. We’re always on the look out for the next B2B tech superstars!

In an age when we’re always connected and find it almost impossible to go anywhere without having some kind of technology with us, are we right to blame the technology and not ourselves when there’s a problem?

Since we’re surrounded by technology wherever we go, and its involvement in almost everything we do, it can become easy to blame all our problems on technology “Automation is destroying jobs” “Social media is addictive and damaging our social relationships”. We are quick to blame social media for our bad choices – being on your phone and crashing your car, and then blaming it on social media, well, it’s a bit like blaming the oven for burning your food.

And how does this track when most of us now look to technology to solve the world’s problems, for example, technological innovations are now seen as one of the main drivers to help tackle climate change. So, should we be blaming technology for our problems but then expect it to solve every challenge at the same time?

On a personal level, technology has helped me stay in touch with people that have moved further away, so if it wasn’t for technology I wouldn’t be in contact with them now. But that doesn’t mean using technology should completely fill my time. Taking a break from technology and trying new experiences outside of your normal routine can be a very beneficial thing to do. Yet, placing all the blame on technology doesn’t seem right when we’re the creators and controllers of technology.

Belinda Parmar, CEO of The Empathy Business, recognises technology has many positives but points out that “tech also has a dark side”. There is an argument that some tech companies have abused their power and influence to create a society that is completely reliant on technology – such as social media companies. At SXSW 2019, Aza Raskin, co-founder of the Center for Human Technology, spoke on a panel about the “digital loneliness epidemic” and the “infinite scroll”, the design principle that enables users to continuously scroll through their feeds, without ever having to decide whether to keep going or stop.

On a surface level, it’s a great design feature but it contributes towards us being unable to put our phone down and potentially causing addictive behaviour. It’s true that Big Tech has figured out a way to steal and keep our attention, but we’re not powerless to resist. We are now inundated with notifications, whether it’s a reminder of a distant friend’s birthday or a suggestion of a photo we might like, we seem to struggle to ignore notifications (no-one wants to experience FOMO) leading to the feeling that you can never be without your phone. In fact, some of Silicon Valley’s tech pioneers keep their phones on black and white mode, because they themselves know how the bright colours and those little red iPhone notifications were chosen to create addictive behaviours in us all.

While some of us may feel like we’re in an epidemic over the misuse of technology – new technology always comes with a stage of adoption, during which time we figure out the best ways to use it and break every rule, until we find a better way, or at least a way that works for us.

There could be more education about the risks as well as the benefits of technology and having an informed society will benefit us in the long term. New innovations are developed faster than we can master them, and while Big Tech has an enormous amount of responsibility, I don’t think we should be blaming them for every problem that we have.

We are living in a time of innovation. The sheer volume and diversity of disruptive businesses being started, invested in or sold is testament to this.

At Whiteoaks we have had the fortune of meeting – and discussing growth strategies with – firms across the globe – from Russia and India, to the US and Australia. It makes tech PR and communications a hugely dynamic and exciting place to work in 2020. It’s true we’ve all been impacted by the pandemic, but moving forward, the focus on growth and success will remain.

With that in mind, it’s important for businesses of all sizes and stages to consider whether communications consultancy is the right strategic support service for their brand – but it’s a particularly important question for businesses undergoing some form of step change or transformation – be it corporate growth, a re-brand, entering new markets, or refocusing and looking at a future post-COVID-19.

The first question any such tech company should ask themselves is “what do I want PR to achieve?”. This may sound a fundamental question, but too often it is ignored by businesses that embark on a PR campaign because they feel they should, or they have been told to by people outside of the company to do so. Worse, it often results in sending out a press release every once in a while to journalists who, with the best will in the world, have never heard of said company, receive (honestly) hundreds of similar news releases, and are therefore are far less likely to report on the announcement.

This creates a vicious cycle.

With no coverage generated, leading to no inbound phone calls, PR can be viewed as a waste of spend, and effectively kill any debate around ramping up budget for some time. For any marketing professional joining these firms, it can be a frustrating experience.

We believe there is a better way, as our credentials explain.

The starting point for all our campaigns as a B2B Tech PR Agency is to define business objectives – and this is where it gets interesting for fast-growth businesses, as we believe PR should be fundamental to achieving that growth.

We have worked with clients looking for very specific outcomes; building towards a funding round, creating a pathway towards an IPO, entering the US market for the first time or increasing the number of channel partners on their books – and sometimes, all of these goals at once. Each of these objectives would require a very different set of tactical recommendations, using a number of different channels – not just PR. Importantly, by being far more targeted, the ability to measure outputs attributable to PR increases exponentially.

What’s more, the robust, reader-centred content needed to generate results in traditional PR, including media relations, should drive the content chosen across the marketing mix, including web content, social media and sales materials. This adds value to the business and increases overall return on investment in PR and marketing communications.

Businesses undergoing a step change need PR to actually deliver for them, but the perceived lack of transparency around what they are getting for their investment can be a huge stumbling block. How does a set number of hours every month help them achieve their strategic goals? Frankly, it doesn’t.

This is why our deliberately different approach of set fees for set deliverables, linked to clear performance commitments underpinned by a formal service level agreement, continues to resonate so well with tech firms.

Working on the business development side of our business, organisations we speak to tend to have had one of two experiences regarding PR:

• They have never invested before – and therefore like the certainty that we can offer in terms of transparency and commitment to results. Oh, and if we fail to deliver what we said we would, they get their money back;
• Or they have invested in PR before and had a negative experience with the retainer-based approach, for all the reasons outlined above.

I would encourage any company considering PR investment to first ask themselves how it can aid their growth plans, not accepting any set of recommendations until the agency can directly prove a link between what they are doing and the company’s goals. It sounds simple, but PR justified through filling out a timesheet simply doesn’t cut it anymore.

To hear more about the fast-growth tech firms Whiteoaks represents and discuss how we could help your organisation, click this button tell me a bit more about you.

Let us elevate your PR

Bekki Bushnell, Head of Business Development

@ Work questions:

1. What’s your career background, in brief?

My career background prior to PR was in journalism. From work experience at my local newspaper, The Peterborough Telegraph, to graduating with a sports journalism degree at Sunderland University just under three years ago. I have also been fortunate enough to work as a freelancer for the Peterborough Telegraph covering my beloved Peterborough United (The Posh) on match days, while also reporting on the local greyhound racing and Speedway.

All of my experience has been invaluable since I joined the Whiteoaks team as a Junior Account Executive in 2016, before really putting my media skills to full use as an Account Executive towards the end of the year. I have since progressed to Account Manager where I now head-up simply the best team in the agency (slightly biased), Team Taurus. Joining the agency from the bottom and working my way up has been a brilliant experience and learning how each job role works gives you a great platform to pass on experience and knowledge to fellow colleagues at every level.

2. What’s the most challenging job you’ve ever had?

While being an Account Manager is always busy, no pressure compares to when I covered some of The Posh’s league matches for the Peterborough Telegraph. Making sure a full match-report is uploaded to the newspaper’s website five minutes after the final whistle is a different kind of pressure, especially if a late goal goes in.

3. What apps, technology items and gadgets can’t you live without?

My phone is an obvious one, but I’m a self-confessed FIFA nerd, so life without a PS4 wouldn’t be as enjoyable. Amazon’s Alexa is also becoming pretty influential in my life; now I can play Pointless whenever I choose.

4. What’s the best advice you’ve been given? (life or career advice)

To always prepare.

5. Name one thing about your job that gives you a sense of satisfaction or makes you leave the office smiling…

Receiving good feedback from a client that the whole team has worked hard to achieve, delivering on and exceeding realistic expectations.

6. Do you personalise your workspace?

My workspace is very football themed. On my desk I have a personalised Peterborough United mug and coaster that was a birthday present from my team – they both keep me dreaming of a place in the starting 11.

7. What’s the first thing you do in the office in the morning?

I hang my coat up, make a cup of tea in my special mug as I mentioned above and plan out my priorities list for the day ahead.

8. What are you reading, watching or listening to at the moment?

I don’t really read much other than the news. At the moment I’m watching Sky drama Chernobyl and listening to That Peter Crouch podcast on my commute to work, which is well worth a listen!

Retail has changed, both for better and for worse. Gone are the days of visiting a store and finding the product you want is out of stock or ordering something online and waiting days for it to arrive. Now, order before 11pm and you’re guaranteed next day delivery. Everything now revolves around convenience which, as a consumer, is great. At the same time, the high street is struggling. Almost every day we see another news story about a profit warning or a chain going into administration due to the “challenging retail climate” and “changing consumer habits”. However, there are plenty of actions going on behind the scenes that don’t quite make the national news, of technological developments ticking away in the background of the retail sector, all with the aim of revitalising the high street.

VR/AR

Virtual reality and augmented reality (VR/AR) is a widely discussed topic across all industries, not just retail. In fact, over the next few years its use is predicted to increase, from architecture and manufacturing, to interior design and medicine, as well as its use in gaming. VR allows designers and consumers to ‘see’ new cars, factories and houses before they’re built, or for surgeons to study a 3D duplicate of human organs to accurately diagnose conditions.

Although there’s still a way to go, we are seeing progressive take up of VR/AR innovation in the retail sector. For example, John Lewis recently announced it was implementing augmented reality for its customers to see what make up looks like on their faces prior to buying, with more than 300 lipstick brands to choose from. Similarly, M&S has invested in specialist fitting technology that uses 3D scanning to allow customers to find clothing that best suits their shape and size in a bid to cut down returns and bolster sales. Whiskey distillery Jack Daniel’s also released a new interactive AR marketing tool, that turns any bottle of its product into a pop-up like book that tells the story of its brand and history. The technology here is still evolving, but with the innovation in progress already, it will be exciting to see what more VR/AR can bring to the retail sector.

AI and Machine Learning

Numerous retailers currently use machine learning, but AI is still yet to be fully adopted in retail. The primary difference is that machine learning adapts to provide a human with the data and basis to make an informed decision, whereas AI adapts and makes the decision itself, so it’s arguably understandable that many aren’t quite yet at the stage of relying on robots. Yet the industry can establish trends and patterns that can tailor the consumer experience. On the retailers’ side, this is beneficial in ways such as cost saving, as machine learning today can identify changes in the weather or current affairs, for example, and over- or understock accordingly. And McDonald’s recently introduced AI technology that automatically suggests a McFlurry ice cream on hot days, as well as using number-plate recognition to offer customers their usual food order. Walmart also unveiled its new ‘store of the future’ last month, including AI-powered cameras to monitor inventory levels to determine whether shelves need restocking, or if fresh items have been sitting out for too long.

At the moment, these developments are new enough to be exciting, but given the accelerating speed of technological innovation, it’s only a matter of time before they’ll become commonplace in the retail sector. And with that in mind… surely the high street will then experience a real resurgence?

@Work questions:

1. What’s your career background, in brief?

After graduating from university I moved into local newspaper journalism and spent a few years covering everything from local council meetings to major court cases. I loved my time as a journalist and still use my short-hand today. I then moved into the world of PR, starting with insurer Allianz in Guildford before spending the next decade at in-house PR roles in FTSE 100 organisations. I joined Whiteoaks in 2017 and now enjoy a (usually) pleasant drive to our Hampshire office rather than the often-delayed train journey into London.

2. What’s the most challenging job you’ve ever had?

I had a number of jobs during holiday periods while at university, from picking strawberries to making pizzas. But the most challenging job was trying to sell windows; hours on end cold calling householders only to have the phone slammed down within seconds. I admire anyone with the tenacity to succeed in sales!

3. What apps, technology items and gadgets can’t you live without?

I’m a bit of a social media addict —Twitter recently alerted me to the fact that I have been on the platform for 10 years!

It’s great for keeping track of tech journos — what they are writing about and any requests for information and quotes. And as an avid football fan I like to keep up to date on anything to do with my team; Southampton. I’ve also recently started using Garmin watches — one for use during the day to keep track of steps, heart rate, etc., and one for when I (too infrequently) run to keep a record of distance, pace and routes.

4. What’s the best advice you’ve been given? (life or career advice)

The nature of the roles I have had means that I have been involved with a large amount of crisis communications. When you first get a call from a journalist there is often a sense of panic, but I enjoyed the ‘war room’ mentality, ensuring all relevant stakeholders were involved in gathering the information to help us craft a response. The best advice I had when first starting in PR is that the key to crisis comms is preparedness — both in scenario planning and spokespeople training — and keeping calm. It’s PR, not ER!

5. Name one thing about your job that gives you a sense of satisfaction or makes you leave the office smiling…

The biggest kick I still get from PR is getting national coverage for clients. There is nothing better than seeing the hard efforts of your team result in coverage that surpasses expectations. At Whiteoaks we are particularly strong in helping our clients make their voices heard in breaking news stories, such as a major cyber attack. Preparation and speed are key; being ready to contact the right journalists, at the right time with original, compelling commentary.

6. Do you personalise your workspace?

We like to keep our desks fairly clear at Whiteoaks, but I do have a picture of my kids and a mug coaster of my football team.

7. What’s the first thing you do in the office in the morning?

Make a strong black coffee before checking emails that have come in overnight, mainly from clients and partner agencies we work with in the US.

8. What are you reading, watching or listening to at the moment?

My big passion at the moment is the BBC series Line of Duty, the drama about a police anti-corruption unit. For me, it’s the best BBC thriller of recent years and creator Jed Mercurio – who also wrote the excellent Bodyguard – is one of the nation’s finest TV writers.