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Measurement. It’s the topic that public relations and communications professionals regularly debate and want to improve – but doing so is a continual challenge.

The softer arguments for investing in marketing of any kind, for a combination or all of the goals of brand awareness, brand development and relationship-building with new and existing customers, are generally accepted.

However, demonstrating return on investment is something that in-house and agency-side communications practitioners still need to justify to their Directors.

First of all, it is almost impossible to set firm KPIs from a PR campaign built around a monthly retainer. If your main scope of work is filling in a timesheet, then deliverables and activity can be mere sideshows. This traditional way of working is one of the reasons PR has developed a bad name.

Fortunately, the tide is changing. As awareness of the need to measure PR output grows, supported by the recent AMEC Integrated Evaluation Framework, the adoption of systems and processes to manage marketing communications measurement have increased accordingly.

Platform Adoption: The Marketing Automation Stack (MAS)

Take CRM systems as a first example. They should never be purely the domain of the sales team to log and prioritise leads.  They should provide marketers with significant data, which can be analysed to demonstrate the value of and better PR and communications – and ideally, that data should come from both potential and current clients.

In our recent research report, ‘A Perfect Match: ABM and ABS’, 59% of 200 senior B2B Sales and Marketing decision-makers said they use a CRM system to gather, retain and take action on information about both groups. As more and more marketing teams understand the possibilities of automation, the needle is beginning to shift around measurement.

At the centre of any good PR campaign is strong content creation. Content is fundamental to securing opportunities with the media, analysts and other influencers.

So it’s natural, we would argue, that a strategy must demonstrate how this content is delivered in a tailored, relevant and timely way to each audience segment, through as many channels as possible. Integrated marketing is proven to be more effective in terms of awareness, recall and consideration, than single-channel marketing. Not only does this approach increase return on investment, but it retains the consistency of messaging to the audiences, regardless of how they consume information.

Which brings us onto marketing automation software, sometimes combined with a CRM system, or integrated with it. By connecting social media channels, blogs, forms, email marketing and more to a platform such as Hubspot, savvy marketing teams can track leads directly from content created by the PR and communications agency.

Delivering Marketing Leads to Sales Teams

Take our client, Omnico, for whom we launched the first, and now established, Retail Gap Barometer – created to chart the gap between consumer expectations in an omni-channel world, and the reality of retailers to deliver upon them – at the start of our engagement.

Rather than taking the survey data, creating a press release and simply delivering a quality volume of media coverage, our partnership with the client has led to a vast variety of asset creation, including reports, eDMs, sales brochures, eBooks and more. With this approach, Omnico was able to attribute more than £12million in qualified sales leads to our work alone by tracking the campaign through their marketing automation platform.

It’s results from projects like these which prove multi-channel marketing can have a demonstrable benefit in generating sales opportunities for B2B brands. Encouragingly, our research found that 89% of both professional groups agreed with the statement that their company’s marketing efforts have a positive impact on sales efforts and lead generation.

Evolution not Revolution

Armed with the impact and measurement of our work for Omnico and other clients, we have been able to put metrics against our work which grab the attention not just of the sales and marketing teams, but the boardroom too.

And it is a key starting point for us with prospects and clients.  The question “Do you use a CRM and marketing automation system?” has become one of the first we ask senior marketers and PRs at our first point of engagement. It can fundamentally alter the capabilities of and deliverables in our campaigns and moves the conversation from one of coverage volume to sales leads – right from the start.

By Susan Richter, Head of Marketing Communications

Deliver Integrated Campaigns

Andrew Bailey, the FCA’s chief executive spoke last week of his “fears” that the city regulator would be left behind by technological innovations including blockchain and artificial intelligence. The comments came as the regulator released its new annual business plan. He wanted to stress the fact that without regulation in close harmony with technological advances, financial firms could be left vulnerable to making bad business decisions and, as a worst-case scenario, even go bust. Although I’d argue that two other joint worst-case scenarios are data breaches and mistreatment of personal and business customers, both of which remain significant compliance and regulator risks…

A lack of appropriate regulation could potentially undermine the strength of London as a leading financial centre as funds and resources continue to be allocated to the cost of Brexit. “The more money we have to spend on Brexit, the less we have to spend on other areas“, he added. With the FCA set to spend an extra £22m on Brexit preparations, the effects on the organisation’s budget is clear to see, especially with further delays to Article 50 possibly pushing this figure higher. Therefore, finding the budget to keep up with the rapid pace of technological innovations will only become more challenging.

The traditional financial services firms are investing in technology such as AI to speed up decision-making, create efficiencies and improve customer experience. It’s also to keep up with the competition posed by specialist Fintech and Paytech start-ups, something my colleague John Broy recently blogged about in more detail. The commercial advantages are clear for these businesses, but Bailey stressed that changes in technology could bring risk to the operational resilience of our financial system. This poses the question of how accountable firms are for the effects of decisions taken by machines. It’s important to also consider the risk to consumers who could make ill-informed decisions without the adequate guidance that humans provide, compared to machine algorithms alone. This could potentially leave us all more exposed to financial scams and leave some of the less tech savvy generations struggling to participate in a technology-driven banking system.

One of the reasons that the FCA is concerned they won’t be able to keep up with the changes in technology is that they could struggle to acquire the skills and resources to match a changing landscape. There is no doubt technology will revolutionise the financial system in the next 10 years but at what rate and to what degree, no one can predict. It is essential that international financial regulators like the FCA continue to invest in resources but more importantly their people. Regulators must continuously upskill existing staff and create an attractive place for new people to join, as technology advances to make sure they can provide consumers and firms with the right advice and products.

2019 marked the 22^nd year that Whiteoaks attended Las Vegas’ NAB Show – the ultimate event for media, entertainment and technology professionals – which is longer than some of the new ‘Oaksers have even been alive!

Held in the Las Vegas Convention Center, this year’s NAB played host to over 90,000 attendees where guests could roam the hall floors to explore the ground-breaking innovations fuelling the media and entertainment industry, including 5G, 8K TV and Artificial Intelligence.

As always, we supported our broadcast clients by hosting journalist meetings; with almost 30 briefings booked across three days, these face-to-face sessions gave them the chance to discuss the latest trends and how their own evolving solutions continue to mould and shape the wider media and broadcasting industries.

One of my highlights included the fact that one of our long-standing clients signed a deal on stand at the show, a first for us and them, and being there live in Pacific Time meant we were able to support the drafting of the press release and distribute it all within 12 hours. This kind of ‘on the ground support’ proved invaluable to our client’s marketing team and once again demonstrated that done well, media relations can still play a vital role in generating new business – something my colleague Simon Coughlin recently wrote about in detail.

Between the Whiteoaks team old and new, apart from racking up well over 250,000 air miles over this time travelling to the ‘Sin City’ of Nevada, it has also meant we have since become quite the experts in knowing how to survive a trade show.

So, whether you’re an exhibition veteran or you’re planning your first trip, here’s five handy tips that will ensure you have a successful show – and have fun too:

1. Comfortable shoes – an absolute must. You‘ll be on your feet for the majority of the day, standing, walking and sometimes even running if you’ve got a briefing booked in a different hall. So be sure you aren’t wearing in a brand-new pair of shoes for the first time and go with something you know you can wear for a few hours.
2. Water and snacks – you’ll need something to keep you going. Sadly, exhibition show food isn’t usually a great culinary experience – more there for speed and convenience – but if you do find yourself busy around lunch time it’s a good idea to keep a quick snack and some water in your bag to give you some energy along the way.
3. Journalist details. So, you’ve done all the hard work before you attend the show and booked in meetings with the client and the journalist, but it comes to your agreed time slot and the journalist isn’t to be seen. Don’t panic, give them 5-10 minutes just to make it to you from any previous appointments. Then give them a ring to see if they can still make or try to rearrange for another time during the event.
4. Take advantage of the free magazines. Many publications will make a special edition version for big industry shows and often give these out for free during the event. Make sure you grab some to show the client that all important coverage secured ahead of the show.
5. Finally, have fun. Trade shows don’t need to be feared. Embrace the opportunity and if you’re lucky enough to have one in Vegas I would definitely recommended seeing one of the infamous Cirque du Soleil shows, watching the Bellagio fountains or going on the New York New York rollercoaster.

We still won’t be relaxing – even though NAB is officially over, there’s all important follow-up calls and emails with the journalists we liaised with – plus it will soon be time to start thinking about IBC in Amsterdam in September!

When the UK AI industry gets together later this month at AI & Big Data Expo, we expect big things about its growing influence on key issues such as cybercrime, process automation, retail, healthcare and customer experience – all areas in which we have clients actively working in.  However, amongst this anticipation to hear about new and exciting innovation, we hope to hear that ethical AI is woven throughout all aspects of the conference agenda.

This is a topic that is gaining momentum, but with AI still something of a catch-all term, many industries have not yet moved on to this crucial next stage of the debate.

To provide some context, Professor Klaus Schwab, Founder and Executive Chairman of the World Economic Forum, is the author and co-author of two best-selling books[1] on one theme: the fourth industrial revolution (4IA).

The first three revolutions all had some form of production as the benefit. Number one combined water and steam to create mechanical production, and the second was led by harnessing electricity to allow us to mass produce. The third mobilised electronics, computers and IT to automate production.

We have, for a handful of years, existed in the fourth revolution – and it’s one where large-scale iteration in production isn’t the single outcome. This revolution is really quite different. Professor Schwab wrote that this “is characterized by a fusion of technologies that is blurring the lines between the physical, digital, and biological spheres.”

It is impacting almost every industry in every country – developed or otherwise – and creating change at a speed humanity has never before experienced.

41A has opportunities with risks which need to be proactively managed, and artificial intelligence (AI) is increasingly the glue that enables various technologies, devices, applications and systems to deliver the opportunities we are only just starting to realise. At the most fundamental level, AI is already showing signs of improving our world, extending to people’s lives, wildlife, as well as our climate. It’s truly democratic in its potential and applications. And they are vast. PwC research says that AI will provide $15.7 trillion in global economic growth by 2030 and in the UK it’s expected to contribute an additional £232bn by the same year.

PwC breaks down the scope of AI into four key areas:

• Automated intelligence: Automating manual, routine tasks;
• Assisted intelligence: Performing tasks faster and better;
• Augmented intelligence: Helping people to make better decisions; and
• Autonomous intelligence: Automating decision-making processes without people.

Across these four aspects of AI, commentary centres on ensuring ‘safe AI’ – where those key stakeholders I mentioned above are collectively responsible for ensuring it’s developed and implemented to align with general human values.

One of the key risks focuses on social ethics. And it’s a broad issue that is increasingly and encouragingly gaining greater traction and visibility in international discussions in the US and in an upcoming Bias review by the UK Centre for Data Ethics & Innovation. Businesses, investors, policy-makers and the public are all involved with responsibilities. We must collectively learn from the recent scandals which stick in the mind, such as Cambridge Analytica, something which author Bernard Marr has explored in a recent article for Forbes.

However, much like big data in the last decade, a lot of the talk around AI in B2B applications is what it “could do” – it’s largely hypothetical and all about the possibilities. And demand for those possibilities is high. As recently as December last year, $322 million was raised for B2B startups in just one week. Time will tell, but we now need to move on to ‘how’ it should be adopted – and I think responsibility plays a key role in this.

[1] The Fourth Industrial Revolution (January 2017) and Shaping the Future of the Fourth Industrial Revolution: A guide to building a better world (November 2018)

Are you a value-adding brandividual utilising holistic storytelling to leverage your influence and drive agile new synergies? Or do you, like so many others, recoil at the very sight or sound of too many buzzwords?

Type the term ‘buzzwords’ into the Google news tab and you’ll find countless articles decrying their use. Many of these articles appear to be responding to LinkedIn’s ‘Buzzword Beaters Bracket’ launched earlier this month, which has generated, well, quite a buzz.

Presenting a fresh spin on the brackets used to keep track the progress of teams in sports tournaments, the Buzzword Bracket plays common buzzwords against each other to find the most annoying of the bunch. The winner (or loser) that surpassed all other contenders in irritating people the most was ‘disruption’.

For those who aren’t in the know, a buzzword is a word or phrase, often labelled as jargon, that is fashionable at a particular time or in a particular context. You could argue that ‘buzzword’ is in itself a buzzword.

In B2B tech PR, buzzwords are used often and in abundance. Once they enter the business lexicon, they represent a meaning that is universally understood. Rather than taking a whole sentence or paragraph to build context, you can do it with just one or two words.

For example, in supply chain management, the term ‘digital decisioning’ has become widely adopted as a way of referencing the process of making crucial business decisions based on insights that are informed by real-time data from various touchpoints across the supply chain network.

Imagine having to read that description every time a piece of content references the practice of digital decisioning. As the term has entered the lexicon it has become commonly used in content written around supply chain management.

In B2B content it pays to be direct. Buzzwords allow you to do this by writing more concisely while continuing to demonstrate value to the reader. However… there’s a big but…

Sifting through the countless articles that call for the banishment of buzzwords, the reason they’re so reviled becomes clear: people feel they are overused and lack originality. Of course, creativity is key to making your content original, engaging and thought provoking. But this has to be balanced with directness and functionality that gives your content purpose and drives your messaging home to the marketing personas you’ve defined.

And that’s exactly what buzzwords can be: direct and functional. Unfortunately, they’re most often overused, sending readers running and causing confusion about what the brand is really trying to convey. It’s why we ourselves recently set out to ‘break up with the cloud’ in a recent campaign we ran around Cloud Expo Europe.

Our view is that buzzwords can play a limited, focused and purposeful role in grabbing attention and signposting in virtual flashing lights what a piece of content is going to broadly be about. But when it comes to the heart of your content, use purposeful, tailored messaging that resonates with your audience instead of relying on the fallback of the buzzword.

We all know content plays a critical role in your PR and marketing strategies – forming the foundation for audience engagement and ensuring the right messages resonate with the right audiences. But what about when it comes to events? Your events calendar is most likely full of exhibitions, seminars, roadshows and conferences. Do you consider a content strategy to be vital here? Does it influence your tactics?

The answer to both questions should be yes.

These events are not isolated instances. They should be tied together by an overarching strategy that supports the marketing and PR goals of your business. In the same vein you need to ensure your content strategy does the same thing; joining all events together with a unified theme across the visual representation, presentations, collateral and event communications.

Whatever that may look like, by developing content in advance, you can use it to feed into activities, guiding sales teams on the ground, providing insights for spokespeople to deliver during presentations, and supplying valuable information to customers and prospects pre, during and post-event.

Strategy: setting the tone with theme and narrative

A good starting point is to review the objectives for the business and the marketing strategy for the year – and develop a theme aligned to these goals and the audiences you need to engage and influence. The theme then helps you develop your narrative, what you want to say and how you want to say it. In its simplest form, this all about storytelling; taking the audience on a journey, by capturing and keeping their attention with a valuable message that resonates.

The narrative will inform the tactical selection and determine what types of assets are needed and what they need to accomplish. Importantly, it’s not just about setting the scene at the event with the right messages, your narrative needs to stretch across the lifecycle of the event.

Relevance: the heart of your assets

The permutations of content are endless, from social tiles, infographics, blogs and emails, to eBooks, whitepapers, guides, top tips and video snippets. But what remains the same is the value they bring to your end audience; the content needs to be relevant, demonstrate that you understand their industry, their challenges and have the solutions to address those issues. More than that, your storytelling needs to engage readers and be less about selling to them and more about helping them solve their business problems. This in turn will build trust with your brand and keep it front of mind when an opportunity arises.

Tactics: delivering the content

Your content assets will vary from event to event, dependent on the aims of each. To illustrate an example, for the launch of a piece of propriety research, you could use a news release to generate industry coverage supported by interactive social tiles to create awareness across digital channels and use select statistics for a direct mail campaign to prospects, to tease the upcoming launch and drive registration to the upcoming event. The research report could then be exclusively launched at the seminar during speaker presentations and interest captured (a lead generation opportunity) to receive a full copy.    Finally, post event you could stage a webinar based on the key findings and supported with a series of blogs to continue to recycle the asset.

If the aim of your event is to further amplify your messaging, increase awareness and win share of voice at a busy show, you could use your narrative to create hype based on what you’re doing on stand and use interactive pieces of content like live demos and video, supported with social promotion live tweeting and blog content. Post event, you could release an exclusive eBook based on solving an industry challenge that’s linked to the key concerns for prospects.

Related: Event Series – Turning an event into a prime media relations opportunity

Related: Event Series – Getting the most out of your social media strategy at events

Related: Event Series Webinar – Redefining event marketing: Plan for success

Follow-on: moving beyond the event

The great thing about the assets you create as part of your content strategy is that they can be used before, during and after the event. They can be repackaged and re-purposed, and used for related (or follow-on) marketing and social media campaigns. Whether that’s giving prospects access to a hero piece of content, such as an eBook or whitepaper, or inviting them to a webinar or podcast and carrying on with a blog programme, your event content strategy can help you achieve the results you’re after, reinforce your messaging and guide prospects through the sales funnel.

Susan Richter, Head of Content

Tell Us Your B2B Tech Story

Read our eBook, ‘Making the Most of Industry Events’, and click here to download.

Events are an excellent way of reaching your customers and your prospects — that’s a given. But they also represent a prime opportunity to engage with journalists and play a crucial role in the media relations mix, enabling you to build relationships and generate positive coverage.

That’s not to say you need to move away from the traditional tactic of setting up interviews for key spokespeople — but there are a number of alternative creative approaches you can use to interact with the media, introduce them to your spokespeople and brief them to ensure your business is getting the right messages in the right publications read by the audiences you need to influence.

Make it compelling

Much like how a content strategy guides your narrative and approach to events, your media strategy should dictate what you do at an event. Engaging with the media can be a powerful tool for your business, but the key thing to remember is that you need a reason to get them there. Journalists are news driven and looking for strong opinions and compelling content they can use to shape the news agenda.

If you have major news with significant industry impact such as an M&A announcement, for example, then going down the route of setting up exclusive pre-briefings with top tier press is absolutely the way to go.  Briefing key contacts in advance ensures the journalist is well prepared and they can develop their story to publish as the news is launched at the event. The coverage will quickly amplify the story and adds additional credibility to the announcement.

But you could take that even further and host a press conference live from the event to officially announce the acquisition, with an interactive media Q&A facilitated by a leading industry commentator, to provide real-time comment and reaction to generate immediate hype and coverage.

You could also look to broaden your horizons by hosting a roundtable event structured around a key industry topic or the release of a piece of research, bringing in not just your own spokespeople but independent influencers and customer advocates and using this event within the event to own the agenda.  Providing media with access to independent speakers gives an additional hook to attend and a greater pool of opinion for the journalist to access. This type of event could easily be tagged to an existing forum to save costs, including venue hire and travel for spokespeople.

Related: Event Series – Content comes first: reviving the lost art of event storytelling

Related: Event Series Webinar Summary –  Redefining event marketing: Plan for success

Make it creative

A company’s own flagship event can sometimes be ruled out from a media perspective, with clients concerned about mixing customers and prospects with media attendees.  However, creating a dedicated press track gives the opportunity to give journalists access to the most compelling content, for example, keynotes, customers and future looking technology updates.  Arranging an exclusive lunch with the CEO or a site visit to a nearby customer for a chance to see a real-world implementation in action adds a different element to the agenda.

Of course, if you’re not going to have strong news for every event, you need to find creative ways to get that engagement and ensure you’re getting the best mileage out of your PR budget. The question is, how?

Consider hosting a breakfast briefing, taking place before the event, close to the venue. The two main elements here are making it easy for journalists to attend and giving them something of value once they are there. This could include views on upcoming trends, strong opinions on the industry or commentary on the future of the business.

Then of course there’s hosting casual drinks on stand or inviting journalists around for a swing by.

The value from these sorts of engagements is two-fold; first, while you may not have news to share, you’re still getting your spokespeople in front of journalists for an informal chat about the show, the industry in general and upcoming trends. Second, the conversation goes both ways. Just as journalists are discovering more about your company and your take on things, even on an informal level, your spokespeople gain an understanding of the journalist’s view of the industry, the future and what topics they are currently writing about or interested in.

These types of meetings are likely not to yield immediate media coverage, but they can help shape future engagements and provide ideas for future content and thought leadership opportunities.

Related: Event Series – Getting the most out of your social media strategy at events

Related: Event Series Webinar Summary –  Redefining event marketing: Plan for success

Make it count

The success of your event is a culmination of months of hard work, but it doesn’t end there. Regardless of the engagement, whether a formal interview, a meet and greet, casual drinks or a press conference, it’s important to follow up with journalists, thanking them for their time, checking if they have all the information need – and you’ll be investing in that relationship for the future.

Charlotte Causley, Account Director

Deliver Integrated Campaigns

Read our eBook, ‘Making the Most of Industry Events’, and click here to download.

Whether it’s your annual flagship event where you own the event agenda, a leading industry expo where you will be exhibiting alongside competitors, or you’re attending a small local seminar, planning your social media strategy from the start will help give you a greater chance for success.

Engage, engage, engage

The first guiding principle when developing your social media strategy for events is focusing on how to engage with your target audience and not just broadcasting what you’re doing. While the latter certainly does play a role, overall it’s about using content that will resonate with customers and prospects to drive engagement, much like you would in your content strategy or in the material that you pitch to the media.

The second guiding principle is understanding the digital lifetime value of the event — this will always be greater than the duration of the event itself. Consider the size of what’s being announced and who’s attending. You also need to look at which platforms you own, when they should be introduced to your content, and what features you can take advantage of.

Strategy, narrative and your audience

Your social strategy should be designed to help you meet key objectives; sign up to an event, drive footfall to a stand, generate interest, create hype, or a combination. The key is to define the objective upfront, create a narrative and key messages that need to be incorporated in all your efforts throughout the lifecycle of the event.

Knowing who you’re targeting plays a crucial role when considering your social media strategy, so take a look at your existing social media following and determine whether you’ve built up the right followers for your event. If not, it’s not a problem, just be prepared to put extra effort and spend behind your social media tactics potentially with a hyper-targeted paid social media campaign to reach your desired audience(s).

Different support layers, different objectives

Of course, there are different levels of social support depending on the objectives for the event. For an intimate roundtable of invited clients at your own offices discussing industry challenges, for example, a pre- and post-event campaign isn’t necessary. You could tweet selected anecdotes or quotes from the evening as an awareness building exercise with some supporting images to bring the conversation to life.

Whereas for a major exhibition or tradeshow you’d need a comprehensive strategy that covers before, during and after the event. Again, there are various levels of support that can be included here; from building momentum and interest in the event as part of a larger content market campaign, to live tweeting with key takeaways to engage with any of your target audience who aren’t in attendance, to promoting assets after the event that visitors to the stand (customers and prospects) would gain value from to amplify your message and continue the dialogue.

Related: Event Series – Content comes first: reviving the lost art of event storytelling

Related: Event Series Webinar Summary – Redefining event marketing: Plan for success

Use your best ambassadors

There are always opportunities beyond your company’s own social media channels. For example, do you have any employees attending the event whose social media channels you can tap into? If you do, it’s a good idea to clearly brief your employees with how they can contribute to the social story, include key messages, event hashtags and a few gentle social media reminders on best practices. Do you have any customers or guest speakers with a good social media following that you can leverage as part of your PR, digital and social media strategy to further amplify your message?

So what does a typical event social support programme look like?

Before the event

• Formulate the objectives, narrative and key messages in collaboration in your PR and marketing team
• Drive awareness and build a buzz about the event through teasers about the speakers and content
• Start to drip-feed your key messages for the event with the creation of an event landing page, video snippets or blogs which can be actively promoted across social channels
• Create a suite of branded and interactive social media tiles will help to promote pre-event content and raise awareness to drive sign-ups.
• Brief your team and external speakers, providing social media guidelines to help them amplify the event content

During the event

• Engage with people attending the event by using the show hashtag
• Blend your offline activities with online to create an integrated approach, run Twitter polls alongside speaker sessions for on-demand engagement
• Share the event with those who couldn’t make it by telling them what’s happening on the stand, key announcements and presentation slots
• If you’re at an industry event, include key insight from other presentations and what’s trending at the show balanced with your key messages.
• Create content live from the show (e.g. demos in action or interview with key spokesperson) to generate interest from prospects and drive footfall
• If you’ve got a big announcement planned, look to highlight it with live social media coverage or a video Q&A.

After the event

• Promote content from the show and after thoughts for follow-up event activity. For example, uploading a presentation to SlideShare is great for your website SEO
• Create content assets linked to the interests of the attending audience to use for post-event promotion and continue the dialogue
• Report back to the business on key social metrics aligned to business objectives and new lead opportunities that have derived from social media

Related: Event Series – Turning an event into a prime media relations opportunity

Related: Event Series Webinar Summary –  Redefining event marketing: Plan for success

Final thoughts

When it comes to events, large or small, never underestimate how many minutes there are in a day. The majority of your event’s social media success will be down to how much planning you’ve done upfront for each of the three stages I’ve outlined, but also be prepared for the unexpected and be ready to jump on that next social opportunity as it arises

Emma Walker, Digital Account Lead

Tell Us Your B2B Tech Story

Read our eBook, ‘Making the Most of Industry Events’, and click here to download.

In 2019, B2B PR and communications is less about direct corporate messaging and more about sharing an interesting, relevant and insightful story for audiences and remaining relevant to the client’s sector and area of expertise. The industry is continuing to grow in 2019 as companies use PR as a platform to give themselves a voice, but it’s also creating a lot of competition. As a result, it is now more important than ever to stand out from the crowd and have something important and relevant to say.

For instance, the news agenda is currently saturated with updates on Brexit and everyone is fed up of reading the same old stories. It’s therefore our job as PRs to think about how we can move the news agenda along and say something new using a news hook to discuss an angle that no one else is currently talking about. In this example, we have been ensuring our clients are relevant to Brexit by offering advice on how Brexit may impact the UK high street and other areas of commerce or the likely impact of stockpiling on businesses.

One of the biggest challenges for PRs currently is to balance both the client’s expectations and the journalist’s need for a brilliant story. PRs must consider how a client’s story can remain relevant and interesting without straying too far from the client’s topic of expertise and the messaging that they are trying to convey. However, you must also consider that the story should spark interest for a publication’s audience. Another big challenge within the world of PR can be quantifying the value that PR directly has to a business, and then, integrating the PR function with the rest of marketing and the business operations to ensure maximum gain from the PR efforts.

We tackle each of these challenges by being proactive with content creation from the start, staying on top of the news agenda and creating an effective campaign that links to our clients’ area of expertise but is also impactful on the publication’s audience. We use content in several other creative ways, such as endorsing clients’ customer success through case studies and writing thought leadership pieces. This is in addition to creating e-books and whitepapers that can be used across the company for integrated marketing campaigns and as supporting information for our clients’ sales teams. Further to this, we also ensure that results from PR can be clearly demonstrated and maximum ROI is achieved by setting clear deliverables for our clients at the start of each campaign.

Whiteoaks International works collaboratively within our teams across content, media and social media to ensure that the power of PR is maximised through each channel. For example, the core PR team will work closely with the social media and digital team when a piece of great coverage has been achieved to ensure that this is being shared with the right messaging via the client’s social channels to reach an even wider audience. By working to our 360̊ Framework, we generate interesting and relevant content for our clients and ensure we deliver on all fronts.