Happy Birthday Box PR!

Box PR has just celebrated its 3^rd Birthday.   Something we are very proud of and it got us thinking about significant dates in a company timeline and what changes.

We have a client who this year will be celebrating 30 years of business.  Should they mark this achievement?  Well of course, with all the pressures of modern business, it is a great accomplishment.  In order to have achieved 30 years in business means that the company must have a good product, built a trustworthy reputation, provide quality service, adapted to its markets as well as shown growth during that time.  That is no mean feat.   A company is only as strong as weakest part, therefore to do more than just survive, and so thrive as a business you need to build consistency across the company.

In those 30 years, the workplace has changed and companies that have established themselves have had to adapt and change.   Computers went from revolutionising the way we worked, to the fact we are almost entirely dependant on them for our day to day business.  Email, mobile communications, how we talk to customers all of these things have made a dramatic difference to business. We can speak to people in several counties with the touch of a button on our computer screens from our desks. Customers are now more informed about what they are getting and demand more, any weaknesses become more apparent and the margin for error much smaller.

Even in the 3 years that Box PR has been in existence we have seen the rise of social media as a means of communicating with the press and public.  The economic climate has meant publications have been battling low income revenue, and are increasing looking at ways of using digital mediums of reaching their audience.  How will we adapt to changing times, how can we make ourselves future proof? 

So what changes and developments will the next 3 years bring...................? Where is the internet going to take us next?  In the meantime we are off to blow out 3 candles and eat some cake that is something the internet surely won’t change?!

Email your thoughts to hello@boxpr.co.uk

Back to School for Box PR

This week Box PR has been back in the classroom. We were invited to Southampton Solent University to guest lecture about PR (Public Relations) in the real world and in particular to assist them in writing a press release about a product launch for their assignment.

Box PR regularly writes press releases about company news, new product releases and product successes, just as a start. There are several stages to writing a press release:

1.      Collating the facts and information to write the press release. 

2.      Writing a factual and informative press release. 

3.      Issuing the press release in the correct format to the targeted audience. 

4.      Following up with the media with regards to images and further information. 

5.      Collating press cuttings and media clippings.

Step 1 – Collating the facts

PR stands for Public Relations, which is about reputation - the result of what you do, what you say and what others say about you. Box PR looks to manage the reputation of our clients by reviewing and controlling the messages they send out to their employees, customers, potential customers and the media.

Therefore when writing a press release we look after that reputation, in order to earn understanding and support for a company, product or service whilst influencing opinions and behaviour.  Everything we do is a planned and sustained effort to establish, maintain goodwill and mutual understanding between our clients and its publics.

It is important that the release gives a rounded view and is written in the third person, to make it as straight forward as possible for journalists to repeat and share with their audiences.

Step 2 – Writing a factual and informative press release

Headline

Purpose to grab your audience’s attention

Select key words – good for Search Engine Optimisation (SEO)

Opening Paragraph

Brief overview of key facts, dates that you want the reader to take note of and remember.

Main Body

Be compact, don’t waffle, avoid repetition and fancy language and Jargon.

           

First couple of paragraphs

Who, what etc.           

            Who is it about

            What is the actual news

            Why this is news

            When/what – is the product launching/event happening

            How – how has it come about

Conclude

Draw all the points together

Picture

A picture tells 1000 words, always try and include where possible

END

Always mark the end of a press release

Boiler Plate

This is a paragraph about the organisation, what it does – general info for the reader prior to publication

Contact info

They need to know who to contact if they want further images or additional information make it easy for journalists!

Length is a tricky one – how long is a piece of string – initially try and stick to 1 page

           

Step 3 - Issue the Press Release

It is important that all news is circulated internally prior to publishing it outside to customers and the wider media audience. Circulate via company email, add the news to a noticeboard so all employees even those who do not have access to emails know what is being circulated.  Upload to the company website and circulate via social media sites such as Facebook, LinkedIn, Twitter and You Tube if applicable.

Once the release has been circulated internally then it is time to think about the wider audience:

•  Who are your key editors that should know about the “news” from the company.
•  Online and Offline editors, they are rarely the same person, so make sure both are targeted
• Customers, your existing database
• Potential Customers
• Target list, people you may want to tell rather than them hearing about it in a the press

Step 4 – Follow up with the media

When you send out a press release, some journalists will simply extract what you send and use the picture to publish straight online whilst others will want further information or high resolution images to put into print. It’s important to answer all questions where possible to ensure your message is balanced and portrayed correctly.

Step 5 – Collate press cuttings

Don’t let all your hard work go to waste, keep records where all your hard work appears in the media.  This helps you keep track of the messages you send out, who is interested in your releases, and the audience they reach.

In summary

PR must follow overall strategy of the company

All communications must be clear, concise, factual and targeted

All news must be promoted internally first

Tell appropriate media

Follow online and in print and record cuttings

But if in doubt contact the Box PR team, we are more than happy to help and advise you where we can.  Simply email hello@boxpr.co.uk

See you next week! 

The importance of planning

Failing to plan is planning to fail. Alan Lakein

It all seems to be about the planning at the moment, we have lots of shows different shows coming up, so there is plenty going on keeping us out of trouble.   The early part of the year is always a good time to look at what opportunities there are for shows, conferences, editorial features and advertising.  Things are always changing and it’s about making sure everything which can be incorporated is. Planning is about having lists.

Exhibitions are some of the biggest marketing spends many companies are likely to see throughout the year and therefore it is important for them to get the most amount of value from these shows.   It is the one time in the year that you can be exposed to many customers and the press at one time and it’s therefore you need to look your best.

There are many different aspects to a show.  Initially we ensure our clients are fully equipped with the ‘tools’ to do the job – enough business cards, company brochures, stand displays and graphics.  Are all the stand bookings in place, and right amount of space? The right number of lights? Electric sockets? The list is seemingly endless but these all make a difference to how your company message comes across! We look at the available publicity, such as show catalogues and guides, often the text needs completing for these and ensuring that all their information is up to date. Many publications that support events will run publicity around these events, so editorial opportunities need to be hunted down.  Do our clients want to advertise to support their attendance?  What new products or services will they have available?  Will the products be available for display, will the team manning the stand have enough information on the products?

As the shows get closer, stories to the press become more important and we sometimes do e-news mailings, as well as generating stories.   Once the show starts, then its show news and making sure all the right journalists visit the client so they appear on the radar. 

And before we know it, the shows will be all over with, and we can note what worked best for our clients and go away and the planning process starts all over again!

Check list for show……..

1. Book your space
2. Check with the show organisers the deadlines for booking equipment and stand requirements
3. Check exhibitor guide deadlines and make sure all information is submitted in time.
4. Check show editorial guides
5. Check magazine that are covering the show and arrange media appointments
6. Tell people you are going to be at the show, use all the tools available including direct mailings either in the post or online.
7. Regularly check updates on the show website and ensure your presence is paramount.
8. Ensure a smartly dressed team, and welcoming smiles on the stand to attract existing potential new clients to the stand!