At ec-pr we realised some time ago that generating great publicity comes from understanding people. Good publicists have mastered the art of communication and are able to work in tight collaboration with smart, engaging business people. The best PR agencies find out who their clients’ audiences are, what they talk about and how to reach them.
We love it and our whole business is built around this idea of engaging, accountable and thought-provoking PR.
At ec-pr we work closely with our clients, we understand their goals and help them navigate obstacles, problems and crises. We have worked hard to make our PR activities measurable and guarantee the success of our efforts.
Because we focus on people, we excel at generating great press releases and top-notch editorial that people want to read. We find the human story within the facts and make it interesting and readily usable by journalists.
Read on to find out more about our approach to PR. And then, if you are trying to find a PR agency that is refreshingly different, and who is bought into your success, you need to speak to Lorraine at ec-pr today.
Writing a PR brief can be challenging and stressful but if done right, can reflect well on you when the project delivers outstanding results for your organisation.
Short of time, the busy executive is tempted to put everything they know into the PR brief and leave it to the PR company to work out what the priorities really are or, alternatively, to put nothing meaningful in the brief and hope the PR company can fill the gaps.
The fact is that as with most projects, success is determined by the quality of the planning and no matter what business you are involved in, you need a comprehensive brief if you want to get the best out of partnering with a PR company. Here’s how:
Set your goal – Start by documenting what success will look and feel like and be as specific as possible. A handful of deliverables with one key measure is recommended. That way at the end of the project everyone will know if you’ve succeeded or not.
Context – Understanding what series of events has resulted in the need to achieve this goal will help your PR advisors to shape the messaging you want to convey as well as the tone, style and urgency. Stay factual
Target audiences –Who do you want to engage with and what do you know about their current attitudes and behaviours?
Messaging – what do you think you can say/offer that will make your audience re-evaluate the position and why should they believe you?
Potential challenges – Think about the problems you could potentially come across, if you identify them now you may find them easier to address.
Timescale – When do you wish to start your PR activity, creating a timescale can help you identify how long you have to prepare.
Let’s talk money – Identifying and specifying how much money you are willing to spend will have a direct influence on the type of activity you require.
Evaluation – If you don’t evaluate you won’t learn. At the end of a project have a wrap up meeting and go through the desired outcomes. Have you achieved them? What worked, what didn’t? What would you do differently next time? This meeting should involve constructive feedback.
If all your information is under ‘Context’ then you don’t have a robust brief and you need to do some more digging 🙂
Once you have addressed all of the above points you should be good to go. Remember, selecting the right PR company to communicate your message will help you achieve those key outcomes.
This time next week Southampton’s Mayflower Park will be buzzing with people as Seawork International opens its doors. Now’s the time to be finalising diaries with customers, prospects and the media before it’s too late. Here are a few effective engagement tips to ensure you are both seen and heard at the show:
1.Send an email: Make sure your editorial contacts who you know are attending or exhibiting at the show, letting them know what they are likely to see at your stand. If you have any news to announce, make sure you invite them to the stand so that they have an opportunity to talk directly to your experts.
2.Utilise communication channels: Seawork has its own blog page providing insights into commercial marine and all things to do with Seawork. Visit the website and consider possible news or views your organisation can contribute towards. The team will be at the Seawork Social & Press Hub in Hall C.
3.Use the show photographer: If you have a contract signing or an ‘official’ launch at your stand, make sure you have the opportunity for photographs to be taken by the show photographer.
4.Be proactive: Check in with the Press Room and find out if you can help with any stories and offer your experts as possible, credible sources to interview.
It would be great to hear how you’re getting on at the show. Both Lorraine and Liz will be there on Wednesday 15th so do drop them a line or call if you have any questions.
With 5 weeks to go, Seawork will no doubt bring about lots of exciting business and media opportunities. Picture the scene – your stand is a hive of activity and next thing you know, a journalist has caught you off guard and starts enquiring about your company’s activities. We hear time and time again that a situation like this ignites fear and dread where people freeze, become tongue-tied and leave the journalist feeling singularly unimpressed.
You could have a really great story to tell but if you don’t have the experts available who can communicate effectively, journalists will very quickly move on to the next story. Here are four steps that will improve the situation:
1. Prepare: This week, spend ten minutes with a couple of colleagues and brainstorm 20 possible/probable questions, including the difficult ones and prepare some answers. Write up the Q&A and circulate it to all attendees. This will ensure everyone knows what the company position is on a given subject.
2. Buy time: If necessary, you can say to the journalist “now is not a good time, could you come back in 5/10 minutes or later in the day?”. Ask him/her what they would like to discuss – that way you will have some time to think through your responses, particularly if they are tricky and sensitive issues.
3. Have an opinion: If there are potentially controversial or sensitive issues, work out where you stand and don’t be afraid to air those views – the key is making sure you can back them up. Journalists are looking for experts with a strong opinion. If your company prefers not to comment on such issues that’s fine, but don’t be surprised if the reporter then makes their excuses and ends the interview abruptly.
4. Be interesting and relevant: Coming across as an authoritative spokesperson is key – try to refer to real life examples to help bring your points to life. Also, be selective when weaving in your own internal messages.
Emmett & Churchman is a new business to business PR company owned by Lorraine Emmett & Liz Churchman. We fill our days helping clients to communicate more effectively with their customers, colleagues and the media so that they can get more engagement with their audiences than they could on their own. If you are unfamiliar with Liz & I check out our philosophy which will give you an insight into our approach to b2b PR; I would summarise it as businesslike with a sense of humour.
Our website is very much a work in progress labour of love. At the moment it is a static shop-window and reasonably text heavy and in need of lots of TLC as you would expect form a new venture. There are however lots of things that we want to do with it to make it more interesting and a useful business tool for our clients and business network. In order to do this we are going to task ourselves with adding particular types of content and to regularly report on our progress in achieving these tasks through the blog – outlining the challenges and work-arounds we discover in order to achieve our goal. In this way we will put in the work so you don’t have to and with the added benefit of knowing that as a small business we will of course be looking or the most cost effective option. Win-Win!
Our first task is to source some really high quality video that we can embed in our site that summarises our view on what makes outstanding communication. We’re conscious that we need to be aware of the limitations of film duration, permissions and content. Watch this space
If there are things we do that you particularly like or need further clarification then ping us an email; we’d be only happy to help. Or, if there are things you’d like us to have a go at then please feel free to lay down a challenge and we’ll see what we can do.