EC-PR are Finalists in the 2021 UK Agency Awards!

EC-PR are Finalists in the 2021 UK Agency Awards!

EC-PR are Finalists in the 2021 UK Agency Awards!

EC-PR is delighted to announce it has been selected as Finalists in the 2021 UK Agency Awards in the category of Best PR Campaign.

Lorraine Emmett, Managing Director of EC-PR said: “To say we are delighted is an understatement. Achieving this recognition for the second year running and after such a challenging year, means the world to us. We are committed to providing our clients with certainty of PR delivery and this has been reflected in our consistent growth over the last twelve months.”

The UK Agency Awards honour everything that makes an Agency remarkable. Including creativity, design, digital and technology; marketing, advertising, public relations and media – rewarding exceptional agencies, campaigns and talent.

The judging panel draws from leading in-house professionals in marketing, communications, advertising and digital from some of the UK’s biggest and best brands. The UK Agency Awards are one of the few awards schemes that are judged solely by in-house judges; your entry will not be viewed by any other agency.

The 2021 winners will be announced on Thursday 9 September.

Congratulations to all the Finalists!

The UK Agency Awards accolades are amongst the most prestigious in the Agency calendar. Brought to you by Don’t Panic, an award specialist events agent that deliver over 35 award schemes around the world annually, these awards are judged by leading, in-house, industry experts in marketing, communications and advertising which means they are not a popularity contest they are simply won by merit, talent and expertise.”

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Blu Wireless Tech PR Case Study

Blu Wireless Tech PR Case Study

Blu Wireless - Tech PR

How EC-PR built brand visibility in key target markets for Blu Wireless and achieved #1 Share of Voice in the UK amongst competitors

Context

Blu Wireless is disrupting the market with ultra-fast and seamless 5G mmWave solutions engineered for emerging connectivity needs – from smart city networks to connected vehicles and high-speed transport. Blu Wireless works with integrators, manufacturers and service providers to deliver the superior reliability and speeds of connectivity needed for the data-intensive applications of the future.

Challenge

Blu Wireless’ awareness in its key market segments was varied. In high-speed transport, it had a relatively high level of recognition but wanted to build strong thought leadership in key target publications. In other key target markets, such as defence, the brand needed visibility and wanted to gain recognition for their expertise in this field.

Approach

EC-PR proposed a 12-month media campaign titled ‘Leading with intent’ aimed at ensuring Blu Wireless becomes visible, valued and understood amongst its target customers (C-suite executives and technical experts such as Senior Engineers) across three core segments – public safety/smart cities, defence and high-speed transport, in both the UK and USA. The main objectives of the campaign were to increase brand visibility through thought leadership and establish a dominant share of voice on key messages.

The campaign was centred around a highly targeted proactive media outreach. This was underpinned by strong customer proof points/case studies, partnerships (Blu Wireless’ collaboration with Liverpool 5G Create), thought leadership content (an insight paper) and carefully crafted media narratives that highlighted the disruptive effect of mmWave technology on the future of the three vertical markets and the pioneering expertise that Blu Wireless could offer. 

OUTCOME

Within a year, Blu Wireless achieved #1 Share of Voice (61%) in the UK among its key competitors, with the next best competitor recording just 16% of the UK Share of Voice. The campaign generated tier 1 press coverage in key verticals, particularly in transport and defence-focused publications, such as Global Railway Review and European Security & Defence.

Blu Wireless’ partnership with the Liverpool 5G Project has also garnered a steady stream of coverage in key IT and telecoms publications, such as Computer Weekly, Government Computing, and UK 5G Innovation Briefing.

The ‘Public Safety Beyond Covid-19’ insight paper featured contributions from five authors, notably from the University of Liverpool/Liverpool 5G Create Project Lead and Connectivity Technologies Ecosystems Manager at Facebook, helping cement Blu Wireless’ authority and visibility in the 5G space.

Blu Wireless logo

EC-PR has become our strategic communications partner that delivers not just robust advice but also challenges us as a business. Their ability to create outstanding thought leadership is complemented with a highly professional, tenacious and transparent approach to campaign delivery.

Ciara Barron

Head of Brand and Communications, Blu Wireless

EC-PR’s in-depth understanding of the telecoms and transport industries has strengthened our thought leadership in these markets. What was particularly valuable to us was EC-PR’s strategic recommendation onto how to build awareness in the defence sector where we have started to see some positive results.

Mark Barrett

Chief Marketing Officer, Blu Wireless

Results

#1

Share of Voice in the UK against its key competitors

61%

Share of Voice compared to its nearest competitor who recorded 16%

Tier 1

Press coverage, such as Global Railway Review and European Security & Defence

Share of Voice in the UK against its key competitors

Share of Voice compared to its nearest competitor who recorded 16%

Press coverage, such as Global Railway Review and European Security & Defence

Scroll up to read case study
technology pr

Technology PR

EC-PR is a B2B PR agency specialising in Technology PR and STEM industries. Read more about our Tech PR offering here.

 

Related PR services

GUARANTEED PERFORMANCE

Being in the right place at the right time… We will deliver feature length coverage to your target press… or your money back.

Socura Cybersecurity PR Case Study

Socura Cybersecurity PR Case Study

Socura - Cybersecurity PR

How EC-PR transformed the Socura proposition into a compelling media narrative, delivered outstanding thought leadership and valuable marketing outcomes.

Context

Socura offers a Threat Detection and Response managed service, often referred to as MDR. The service acts as an extension of clients’ in-house capability and is operated by a team of highly experienced security experts. Socura’s analysts work in partnership with the customer to detect and defend against cyber threats.

Challenge

Socura was a new entrant to the highly competitive cybersecurity market looking to establish its share of voice and make its brand visible, valued and understood amongst target customers.

approach

EC-PR proposed a comprehensive PR launch programme that spanned the development of a Brilliant Ideas Bank – a repository of engaging ideas for thought leadership and comment, and an insight paper titled ‘Cyber Security in a Post-Pandemic World’, providing the business with an ‘in’ to discuss with the media and provide the brand with relevance.

The launch campaign also consisted of a highly targeted proactive media outreach that was looking to secure thought leadership article placements, media interviews and brand mentions in cybersecurity and health and care press – two key sectors for Socura.

OUTCOME

The Socura insight paper launch had an immediate and powerful impact on the brand’s share of voice and visibility, including SEO rankings. Coverage in tier 1 tech publications such as Information Age and PCR was accompanied by influencer recognition on social media by the likes of Lisa Forte, a high-profile UK cybersecurity influencer.

The campaign continued with a steady stream of high-quality article placements, including in CISO Mag, Infosecurity Magazine, HealthTech Digital and Tech Native, firmly positioning Socura as a cybersecurity thought leader with a strong focus on health and care.  

Socura logo

EC-PR’s in-depth understanding of the cybersecurity industry has helped secure internal buy-in among our key executives and position them as thought leaders in the market. EC-PR’s strategic counsel has added great value to our PR function and empowered us to become more strategic in our approach to communications.

Andrew Kays

CEO, Socura

We have been totally sold on the value of PR. EC-PR’s expertise, dedication and the ability to transform our proposition into a compelling media narrative has not just built the foundations for our brand awareness and delivered outstanding thought leadership but also generated additional marketing outcomes, such as propelling forward our SEO ranking and social media engagement.

Anna Bancroft

Marketing Manager, Socura

Results

Visits to the
Socura website
increased by

Web-page engagement increased by

Engagement rate per session increased by

Visits to the
Socura website
increased by

32%

Web-page engagement increased by

54%

Engagement rate per session increased by

89%

Scroll up to read case study
Cybersecurity PR

Cybersecurity PR

EC-PR is a B2B PR agency specialising in Cybersecurity PR and STEM industries. Read more about our Cyber Security offering here.

 

Related PR services

GUARANTEED PERFORMANCE

Being in the right place at the right time… We will deliver feature length coverage to your target press… or your money back.

Tips For Delivering An Effective PR Campaign

Tips For Delivering An Effective PR Campaign

Tips For Delivering An Effective PR Campaign

Within your PR campaign, there are several areas we consider crucial if you want to ensure your campaign is effective and always driving you closer to your goals.

At EC-PR, we emphasise the development of a powerful communication strategy and a considered campaign plan. These stages are the core of your campaign planning process and the work we put in is what makes our client campaigns so effective.

Here are our top tips for delivering an effective PR campaign.

T

READ: 8 things to consider when choosing a PR Agency

Define Goals & Objectives 

Before you start your PR journey, you need to pin down what your goals are. What do you want to achieve? There are no right or wrong answers – your objective could be short or long term, and could be to launch a new product, or to change perceptions around your brand.

Which of these goals do you want your PR campaign to support? Having strong objectives is the only way you will ever be able to tell how effective a campaign is.

goalkeeper in a football net

Develop A Communication Strategy 

Every effective PR campaign is underpinned by a great communication strategy. Your communication strategy will define what you’re going to say, to whom and when you’re going to say it. Most importantly, it needs to be supported by robust evidence.

Skipping these vital steps will result in a poorly targeted campaign. A strong communication strategy needs to include your value proposition – why you exist and why anyone should care, in-depth persona development exploring pain points, aspirations etc, strong messaging for each stage of the buying cycle, and customer validation or research to ensure your strategy hasn’t missed anything and is aligned with reality.

Sounds like a lot of work? It is, but you will be thankful later! You can read more about developing an effective B2B communication strategy here.

Pull Together Your Campaign Plan 

The hard work isn’t over yet, but we are on the home stretch. Your campaign plan will establish what you should be talking about and where you should be talking about it. Start with a marketing asset audit to establish what resources you already have, if they are serving up the messages identified in your communication strategy, and what you’re missing. We suggest using a media lens model at this stage to identify your sphere of maximum potential influence.

Next, you will need to develop your editorial calendar – who is planning to write on what topics? Come up with topics, synopses, ideas for thought leadership pieces, and blogs that perfectly align with your communication strategy. Do you see why we place so much emphasis on developing a strong comms strategy? If you are stuck on ideas, simply refer to your strategy and think about how you can solve a problem, who has that problem, and how you communicate your solution. What you need to talk about should be very clear.

Here at EC-PR, we work with clients to develop what we call a Brilliant Ideas Bank – a suite of strategically aligned ideas to form the basis of editorial articles and help showcase your company’s knowledge and insights.  

chess board in play

Choose Tactics & Tools Carefully 

Choosing the right activities and channels to deliver your campaign is the key to success. Your communications should be based on everything you discovered during your research period. Don’t feel tempted to veer off course and try anything you can’t reasonably justify. If you’ve identified your target audience and hold industry insights, use them to your advantage and choose tactics and tools that have a strong chance of being successful. We use the PESO model to assist with tactical selection and prioritisation of the right PR tools.

Measure Your Success 

Finally, and it’s an obvious one…you need to measure your success. This is also why it’s so crucial to set clear goals right from the start. By measuring your successes, you can see how far you’ve come and how close you are to reaching your objectives.

pink measuring tape

At EC-PR we are passionate about B2B communication. We believe your work is amazing and we want to help you tell the world how extraordinary it is. Get in touch.

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What Does A PR Campaign Consist Of?

What Does A PR Campaign Consist Of?

What Does A PR Campaign Consist Of?

Planning on writing a couple of articles, whizzing them off to an industry magazine and thinking your PR campaign is complete? 

Mention PR to the uninitiated and they may just associate the word with news articles and press interviews, but there is a little bit more to it than that.

Read on to discover what a great B2B PR campaign should consist of and how you can make your campaigns stand out from the crowd.

Why Run A PR Campaign?

You could run a PR campaign for several reasons – to achieve a general business goal, launch a new product or service, raise brand awareness, revive older products, or show off your new brand. The possibilities are wide and varied but there should always be a purpose.

All the reasons to run a campaign will likely have the overarching goal of engaging more customers with your business. From brand awareness to thought leadership – the underlying goal is to attract clients and grow your business.

b2b pr campaign planning leads to business growth upwards arrow

The PR Planning Process

What activities should you undertake as part of the campaign planning process?

Without a doubt, the most important part of your PR campaign is the planning, or preparation. A thoroughly researched and well-planned PR campaign is a successful campaign. For best success, these are the components each campaign plan should include:

The customer journey – how do your customers reach you? You need to understand the journey your customers go through before they are ready to buy from you. Depending on what stage they are at in their journey, customers will consume different types of content or respond to different types of calls to action.

A marketing asset audit – once you have completed your customer journey, you need to establish where you are missing content, where there are gaps in the journey, or where processes can be improved. This missing content represents opportunities to influence and guide your customers towards your brand.  Remember – you want to make it as easy as possible for people to make informed decisions about you, or your products and services.

A target persona map – target persona maps help you delve even deeper into the mind of your customer and understand what turns them on (and off!), how and where they are likely to encounter your messaging and what the triggers would be for them picking up the phone or making an order.

The plan – by now you should have a deeper understanding of what your customer journey looks like, what makes them buy, where they ‘hang out’ and what work needs to be done at your end to improve any touchpoints. Now it’s time to plan what your live campaign will look like! This will involve choosing which media channels you will use, what activities you will carry out, key milestones, and who is responsible for what.

The media environment – once you have your persona front and centre of your plans, you need to consider and benchmark the competitive media environment. What are the prevailing and emerging BIG issues you need to have a position on; what are your competitors saying on these issues, which topics do you have a unique point of view on that will advance or challenge the debate and how will you evidence that point of view.

The content – now comes the fun part! Create a content calendar and work out what media needs to be developed, what the format will be, and how it will be distributed. A content calendar is not a campaign in its own right – but it can be used to support the campaign narrative.

Planning A PR Campaign

Now you’re familiar with PR campaign planning, are you ready to start? Your essential guide to executing a successful B2B PR campaign plan contains everything you need to get going.

What Does A PR Campaign Consist Of?

Your PR campaign may contain many different activities and channels and, depending on where your target customer goes for information, you will need to consider a mix of paid, earned, owned, and shared media.

Paid media – choosing a paid media channel will depend on your target market but two commonly used tools are paid social media adverts (Facebook ads, for example), and Google Adwords (Pay Per Click/PPC)

Earned media – is what others are saying about you. You pitch your business or content to bloggers, influencers, websites, and industry publications in a way that makes you worthy of talking about.

Owned media – the content you created, own, and publish on your own channels. For example, a blog you publish on your website. Or a podcast you promote via Facebook.  

Shared media – shared media is basically social media. Technically, your content may still be owned but it will be reposted, adapted, and even repurposed by others. The trick is staying on top of this and how others are engaging with your business and content.

b2b pr campaign planning leads to business growth upwards arrow

Who Is Responsible for Your PR Campaign?

PR campaigns can be assembled by either an in-house team, overseen by a marketing manager or director or undertaken by an external specialist agency.

If all the above sounds like a lot of work…yes, it is but if the process is followed correctly, your margin of error is vastly reduced, and the likelihood of success is increased. That doesn’t mean it will be easy though.

For that reason, you may choose to engage a PR agency. The professional experience, advice, and practical help a PR company can bring to your campaigns will be unrivalled. It’s also worth looking for a PR agency with experience in your sector or at least specialising in B2B PR activities.

At EC-PR we are passionate about B2B communication. We believe your work is amazing and we want to help you tell the world how extraordinary it is. Get in touch.

Join our #B2BPR tribe:

If you’ve found this article valuable, you can get more useful insight here:

Download our comprehensive guide: B2B PR Campaign Planning for all the templates, examples and tools mentioned in this article.

READ this Tech PR case study: How 2i found its voice – 18 Benefits from a communication strategy

watch our video: how to identify your target audience”

PR Guide to B2B PR Campaign Planning

Your complete Guide to B2B PR Campaign Planning

Including valuable example PR campaigns, templates and tools.

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