- Launched in 2008 – something different
- A hardworking and straight talking PR team
- Understand the brands and businesses we work with
- Objective driven, there is a purpose to everything we do
- Develop realistic and sustainable campaigns
- Enjoy long-term relationships with our clients
- Make recommendations that add value
- Work as an extension of our clients’ teams
We are Open Communications
Directors, Lindsey Davies and Emma Lupton
“How we differ”
- A team approach (we are never unavailable)
- We don’t do ‘air kissing’
- Attention to detail is imperative
- Experienced writers with an understanding of the media
- A portfolio of results we never tire of sharing
- We never work with competing businesses
- We enjoy what we do, and we do it well
“What you should get out of today?”
- An understanding of PR and marketing communications
- The skills to draft a simple press release
- Ability to identify news that will drive interest and raise your profile
- Background into the media and how they work
- Opportunity to consider cost effective marketing communications
- Update on how to use social media to gain best return
- The knowledge to put a plan in place for your business
- Excitement
WORDS AND PICTURES
PR and marketing communications
Press releases /
news articles
Social media / user
generated content
Marketing materials
Customer facing
interactions - WOM
Copy that captures attention• Headline – make it stand out
– Single sentence that sums up the story
– Interesting, quirky not too clever
• Simple but effective
• First paragraph: who, what, where, when and why
• Further explanation
• Quote
• Contact details
Using imagery and video
• Bring your stories to life
• A picture paints a thousand words
• Many papers now use podcasts
• What visual prompts can be used
• How will your story differ from others received– What can you offer them that will make it different
– What can you stage that will get your message across simply and effectively
Consider marketing materials• Where are your prospects
– What do they read
– Print is dead, long live print
• What do you leave behind at meetings – Brochure
– Leaflet
– Business cards
• Can you do something quirky
• Could your product do the talking for you
• How will you engage, interact and share
Language – tone of voice
• Many people over complicate the message
• Keep it simple
• Think about your audience– National, regional or technical
– In print or a blog
• What is a solution
• Write down the words that describe your business– Look at them as a check list and inject that personality in to your writing
– Professional, confident, knowledgeable / approachable, friendly, straight talking
STOP PRESS
What makes a good story• The ‘why’ test
• How relevant is your story to the media
• Honesty is ALWAYS the best policy
• Be proud of your achievements
• Nothing is ever ‘off the record’
• Understand the media – Read the papers
– Watch the news
– Find similar articles
– Make a note of the reporter
Editorial and advertising • Editorial is run of paper
– News stories
– Balanced
– Editorial control
• Advertising is paid for – ‘Advertorial’
– Written by the business
– Sales led
– Supplements such as property
– Special issues
– Sponsorship of awards
BEING SOCIAL
Social media tools • LinkedIn
– Business connections
• Facebook– Consumer led campaigns
– Fans
– Business and personal
• Blogging – User generated content
• Twitter– Hashtags
– Follows
– Favourites
• Instagram– Images
• FourSquare– GPS tracking
When to use social • To share a message
• Engage with your audience
• Appeal to a new target audience
• Share images
• Create video content and share with a wider audience
• Share blog content with a wider audience
• Build a brand
• Recruitment campaigns
What NOT to do
• Mix business and pleasure
• #RANT
• Swear
• Be offensive
• Be overtly opinionated
• Access social media when drunk
READ ALL ABOUT IT!
Sharing your success
• Be proud of your coverage – frame it!
• Send links out through social media channels
• Bitly.com (make your URL’s smaller)
• Tweet and retweet links to your articles online
PUTTING THE THEORY INTO PRACTICE
New Moon Games • Brainstorm
• Choosing your stories
• Media / medium – Regional papers
– National newspapers
– Trade media
– Social media
• A planned approach – Schedule
– Keep it simple
QUESTIONS
Open CommunicationsNostell Priory Estate Yard
Nostell Wakefield WF4 1AB
www.opencomms.co.uk01924 862477
