Lights, camera, action: Why video should now be central to your PR strategy

11th September 2024 by Philippa Probert

We know how important it is to always include a choice of high-resolution photos with a press release to illustrate a story but what about a video?

With the ability to captivate audiences and convey messages in seconds video is a valuable PR tool that I think we will see being used a lot more over the next few years.

We’ve started to see journalists and news desks ask for and accept videos alongside releases and, with some publications even having specialist social news desks,  it’s clear to see why video is taking over.

Video hosting platform, TikTok, is expected to hit over 2.2 billion users by 2027* and 9 out of 10** brands are already using video, with 87% of marketers reporting a direct increase in sales through video. So how and why should video be part of your PR strategy?

Videos can be used to share multiple messages; to launch a new product or collaboration, promote a businesses service, share positive testimonials or details about an upcoming event.

Viewers are likely to be more engaged watching a short video over reading a wordy news piece, especially when consuming news on their devices, hence why some brands now choose to go down this route more than the traditional methods.

And making engaging videos doesn’t have to break the bank or need specialist equipment. Mobile phones have great cameras and editing apps such as CapCut can allow us to create specialist videos that are budget friendly, adding titles, music, captions and subtitles, as well as tailoring transitions and tempo.  

To make the most of video material, brands can use stories to build anticipation such as a sneak peek of something, they can go live to give viewers a countdown to the video being shared or use to go ‘behind the scenes’. Once the video is shared, brands can do a follow up Q&A or bloopers (great for increasing engagement as it shows personality behind a brand).

Video, and especially short-form video, are here to stay and will continue to help brands get their messaging out there.  Companies who focus on creating content that stands out, as well as trying different content to see what resonates with the audience, will reap the rewards.

Some of our predictions for the future of video include:

• Soon video content will accompany written press releases just as much as still images, maybe even instead of
• Experts who provide commentary or a statement may do so via video format as well as a written comment making it perfect for news websites and social media platforms
• Short-form videos will continue to be in demand giving brands just a few seconds to capture their audience with concise messaging
• Live streaming will be used more often by brands seeking genuine, in-the-moment interaction with their customers

If you want us to help with your video strategy, drop us an email beinspired@activepr.co.uk

How to maximise the impact of a press release

30th August 2024 by Philippa Probert

Public relations and press releases go hand in hand but have you ever thought about what else us PR professionals do to maximise a press release’s impact?

Nowadays we don’t just draft a release and issue it to key journalists and media outlets, we also use digital channels to share the news with a broader audience.

We will never stop issuing press releases via traditional routes but we also leverage online platforms such as a client’s website, social media and email marketing to reach more people.

Sharing snippets of a press release on social media is probably the quickest and easiest way to share news on multiple platforms. Tailoring the message so it’s suitable for each platform is also key as some details may be relevant to a Facebook audience but not relevant to a LinkedIn audience. You can also engage with social media users by asking them to like, share and comment on the post.

Uploading news releases onto your website and then sharing the link on social media also works really well and will help increase traffic to your website.

Another way you can maximise content from a press release is via email marketing. Going straight into the inbox of your database, this is a great way to include snippets of key information from a release such as information on a new development or dates and times of an event.

As a PR agency, we’re constantly receiving requests from journalists in our inbox so if a story fits in with their brief this presents another opportunity to send over a tailored press release.

What should a press release include?

• Strong headline
• Introduction that includes who, what, when, where, and how
• A clear news angle
• Relevance to current events or trends
• A quote
• High quality images or videos
• A call to action
• Details of how to find out more
• Notes to editors (a boiler plate)
• Contact details for your marketing or PR team

Want us to do the work for you? Email beinspired@activepr.co.uk to speak to our team about how we can manage your PR strategy.

A lesson in supersonic PR from Oasis

29th August 2024 by Kate Logan

The news that Oasis are reforming for a series of gigs in 2025 went viral at supersonic speed last week.

The same 11 second video clip showing a date and time was posted by both previously estranged Gallagher brothers and via the official Oasis X account, in the style of the band’s logo.

There was little doubt as to what was coming and WhatsApp groups across the nation began pinging in anticipation.

Sure enough, there was morning glory at 8am on Tuesday as the reunion tour was confirmed and fans instantly crashed the official website looking for news on how to secure tickets.

A teenager of the 90s, I grew up at the height of the Brit Pop era, my loyalties lying with Oasis over their rivals Blur. I was lucky enough to go and see one of the last gigs they performed in Liverpool before their explosive split 15 years ago.

However, it’s not just the Oasis fans of old like me clamouring to get tickets, some might say the band’s popularity has endured throughout their years apart and fans perhaps too young to watch them live before their split are keen to seize their chance to be here now.

15 years is a long time in PR – but Noel and Liam are just as adept at gaining publicity in the digital era as they were at securing tabloid column inches in the 90s and early 2000s.

Their coordinated teaser campaign, giving just a date and time, was a masterstroke and a lesson in how less is often more in digital PR. All part of the masterplan of course and designed to maximise shares on social media.

Flawless in its execution, the same message flashed up on a screen behind the stage after Liam’s performance at Reading Festival, flickered then disappearing like a 90s analogue TV signal.

Despite the tumultuous nature of the band, its branding has never wavered, nor has it needed to. The black and white Oasis logo looks as fresh today as ever, testament to the effectiveness of simplicity and consistency in design. Using that instantly recognisable style of the logo for the teaser message, with the white stylishly updated to gold, will live forever in fans’ memories.

Since then, the announcements have kept coming – pre-sale ballots, new gig dates added in response to demand, all pre-planned and brilliantly coordinated. We’ll watch with interest as the publicity reaches fever pitch ahead of the opening night next year.

Wish us luck getting tickets!

What role does PR play in shaping a brand?

4th June 2024 by Philippa Probert

As public relations professionals we work on a variety of activities aimed at building and maintaining a positive reputation for our clients. This includes enhancing brand awareness. But how do we help to shape public perception of a client’s brand and why is it important?

One of the best ways to create a strong brand identity is to share USPs and show consumers why they should choose your company over others. This message should be reinforced consistently across all communications, including via press releases, on social media and in any paid for advertising. It can also be enhanced by hosting events – either with consumers or, if the target is other businesses, then through networking events.

Building positive consumer interest is another way we can help shape brands. We’ve helped businesses stand out by developing long-term PR campaigns that showcase their social values. As we predominately work within property, this includes managing community funds and creating campaigns to inspire the next generation into the industry.

Loyalty is built on trust so if you can grow consumer confidence then this will work wonders for your brand. Sharing positive stories about your company and its people, for example volunteer work, company milestones, staff news like promotions and awards, will all help to establish a personality behind the brand.

As PR professionals we have cultivated strong relationships with journalists and this is essential for media coverage. Earned media in reputable publications will raise your brand to new heights.

We can help you to create a lasting and positive image so if you want to know more, email beinspired@activepr.co.uk

Why should your business be using LinkedIn?

17th April 2024 by Natalie Tomlinson

LinkedIn is a professional networking platform. According to www.statista.com its users in the UK are on the up, growing from 39.2 million in November 2023 to 39.7 million in January 2024*.

LinkedIn is a great platform to raise your personal profile, allowing members to connect, build a professional network and share content. But it is also a very powerful tool for businesses.

Let us tell you why…

• Shout it from the rooftops

LinkedIn allows you to showcase your business… to the world of business. Sharing not only your news, but also your connections. Been for a coffee with your accountant (post about it and tag them); gained a new client (post about it and tag them); want to thank your printers for a good job (I think you get it now!).  

• Drive traffic back to your website

If you’re updating your website on a regular basis with news, blogs, events etc then why not let everyone know? Post a small snippet on LinkedIn with a link back to the full details on your website. Driving traffic back! This is also a good time to remind you… don’t forget to add your web address to your page.

• Hiring?

LinkedIn allows you to post job adverts. And don’t forget even if you haven’t used the platform for hiring purposes it will be one of the first places a potential employee will look for further information on your business. Another reason to keep all your details up to date.

Leading into…

•  Connect with your employees

Ask your team to add your business to their employment status so anyone searching for your business can see your team members… putting faces to the names is always a plus! It’s also a good idea to ask your team to share your news and updates with their network.

•  And finally…

Don’t rush your posts. Plan them and, most importantly, don’t just post for the sake of it. Your content should either engage, entertain, educate or inspire. Add as much value as you can to each post to drive interactions.

Social media is one of our fortes and we help clients across all sectors to engage on social media. So if you would like a hand then drop us a message – you can find us on Twitter, Facebook and LinkedIn.

* UK: LinkedIn users 2024 | Statista

Why planning a marketing campaign is like planning a holiday

4th April 2024 by Rachael Bruce

It seems holiday season is already upon us. News websites and social media accounts are full of travel stories and reminders about when to renew your passport. You’re lucky if one in four emails doesn’t generate an out of office autoreply advising that the person you’re trying to contact is on holiday.

When it comes to planning a marketing campaign, there are in fact parallels with planning a holiday.  Read on to find out why.

1. Budget: Knowing how much you have to spend is important and can help focus ideas. If you’re budget is more weekend in Blackpool than a five-star all-inclusive trip to the Bahamas, you’ll need to plan accordingly. Low-fi social media content filmed and edited on a phone could provide a cost-effective alternative to enlisting a production crew to script, film and edit your owned content. With the right message and content, you may even be able to secure earned media coverage from your customers, journalists or influencers.
2. Research: Checking what the weather is like where and when you want to travel, along with reviews of hotels and other facilities in that area are important when thinking of booking a holiday. Similarly, knowing your audience and how best to reach them is crucial to a successful marketing campaign.
3. Packing:  Packing your suitcase for holiday is like preparing your assets for a successful marketing campaign. It doesn’t matter if your suitcase is ready weeks or minutes before it’s time to leave, what matters is what’s inside. For a well-executed marketing campaign, you’ll need a mix of assets for different media channels. This may be as simple as reformatting for different platforms or it could be changing the tone and creative completely to target different demographics.It’s important that your assets are on brand and that every detail is correct before you go live with your campaign, just as you’d check you have your passport and it’s in date before heading to the airport.
4. Timing:  There are two types of traveller – those who arrive at the airport hours ahead of their flight time to allow for delays at security, duty free shopping and people watching and those who race through the terminal and arrive at the gate just as it closes.  Some brands are still working on their summer 2024 campaigns, while others are already planning for Christmas and beyond. There is no right or wrong time. The advantage of the digital age is that while deadlines still exist and can help focus efforts, we’re not as tied to timing as we were when print was the primary medium. Social media channels will even recommend the best time to post based on when your audience is active.

If you need some help planning your next marketing campaign, think of us like a travel agent. Yes you could plan your next trip yourself, booking everything from travel and accommodation to excursions direct, but why not leave it to the experts. Our services include press release and copywriting, social media management, event planning and more. Contact us to find out how we can help.