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

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Welcome to Wrexham is #PRgoals

23rd April 2024 by Kate Logan

It’s the football story that continues to enthral us.

The first two series of ‘Welcome to Wrexham’ have been fascinating to watch. And series three is in no doubt now as Wrexham has just secured promotion to League One – its second promotion in as many seasons.

It’s also scored priceless positive PR for a football club that’s been rescued by its bootstraps more than once.

If you’re not familiar with the Disney+ documentary, it’s a behind the scenes look at the Hollywood takeover of Welsh non-league club Wrexham AFC.

Led by American actor Robert McElhenney, who somehow managed to persuade Deadpool himself, Ryan Reynolds, a Canadian, to become his business partner, the programme, so far, follows their first two seasons as owners.

While still learning the offside rule and, perhaps most importantly, what football means to the fans in this passionate north east corner of Wales, the pair slowly begin to appreciate the realities of running a football club.

It’s a story like no other. While American takeovers and documentaries on streaming channels are nothing new to the Premier League, at this level (Wrexham were initially playing in the fifth tier), they are both highly unusual. 

The documentary delves into the new owners’ motivation, day to day tribulations, fan dedication, and local fascination around what has been a bizarre but thrilling event in football history.

It also covers their investment across the club, including in the women’s team, who have also deservedly received promotion to the Adran Premier, the top tier of Welsh women’s football.

Satisfying our need to see the headlining new owners, the film crew also takes us on a journey with the fans, like The Turf landlord Wayne Jones and likeable yet outspoken painter and decorator Shaun. For fans like Wayne and Shaun the football club really is life. Shaun hates his job and, when we first meet him, has recently split with his partner, yet football gives him hope, every weekend. And while too often in the past that hope led to disappointment, it occasionally leads to unbridled, intoxicating joy. It’s a familiar rush that keeps sports fans coming back for more every week, and it’s captured eloquently in the series by Wrexham’s loyal supporters.

This takeover had been about the best PR it’s possible to get for a football club. But there’s a bigger and even more heart-warming story that Welcome to Wrexham brought into focus. It’s put real people in the spotlight, and we’ve all fallen a bit in love with this story, and their stories. This town and its community are rightly central to the tale and the global interest has given the local economy a huge boost.

And it seems the only way is up for Wrexham. So far, we’ve watched the new owners navigate their first two seasons, triumphantly culminating in the team’s epic promotion to League Two. No mean feat after languishing in the National League for 15 seasons.

Wrexham is back on the football map and, having started my journalism career in the town (which received city status in 2022 too), I couldn’t be happier. I once witnessed a crucial victory in the club’s history, having covered the Court of Appeal case in London that was featured in the “Hamilton” episode of the documentary as a young reporter at the Wrexham Leader. While that made headline news at the time, it still felt the club was battling for all its worth. This feels so different. Wrexham AFC is on the up and we’re all invited along for the ride.

I’ve found myself checking Wrexham’s scores and the League One table every week this past season and I’d wager I’m not the only one. Wouldn’t it be the story of the century if a future series of Welcome to Wrexham featured their promotion to the Premier League? Now that really would be priceless.

Photo by Paul Schnürle on Unsplash

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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 TwitterFacebook and LinkedIn.

* UK: LinkedIn users 2024 | Statista

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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.

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The charity appeals changing with the times

31st October 2023 by Kate Logan

From the Poppy Appeal to Children in Need and Comic Relief, major fundraising events have become staples of British life.

While raising money for an array of amazing causes, they also increase awareness and bring out the best of our community spirit. But with so many charities vying for our support, the pressure is on for fundraising campaigns to move with the times and combat “donor fatigue” made worse by a cost of living crisis.

Only those with the most imaginative hooks can capture our attention. They must, of course, be social media friendly, and many are moving to become more sustainable. 2023 has so far seen the launch of the first plastic-free poppy, which followed on from plant-based red noses for Comic Relief.

Comic Relief has seen donations steadily decline since its peak of raising more than £100m in 2011. Last year’s total was just £31m, its lowest since 1997. Its campaigns however are more creative than ever.  In 2022 the charity took advantage of the “unboxing trend” – a social media phenomenon which led to toy manufacturers offering “surprise” toys with extra wrapping to conceal their products. Comic Relief cleverly concealed a range of eight surprise character noses in mini cardboard boxes, even including a “rare” rainbow chameleon, a pretext to increase demand – and no doubt the talk of every playground!

In 2023, Comic Relief moved on again to meet demand for more sustainable products and created a paper nose, designed by Apple’s former chief designer Sir Jony Ive no less, and created almost entirely from “plant-based materials, paper and love”. They also launched a new partnership with Amazon to sell the noses online, bending to meet changing shopping habits.

This year’s Poppy Appeal from the Royal British Legion has followed suit with its plastic free poppy. Three years in the making, the paper design is recyclable at home and made from renewable sources including offcuts from coffee cups. The new eco-poppy has gained widespread media coverage from the BBC and Sky News to the Guardian and the Mail Online, proving change can create headlines.

Children in Need takes place less than a week after Remembrance Sunday. Its strapline this year is “Be spotacular” which challenges people to take on various fundraising endeavours. It’s fair to say that Children in Need has cornered the market for wacky stunts and undoubtedly this year we’ll see our fair share of teachers in ice baths and school children donning Pudsey ears and PJs. While its premise has stayed true to its 1980s’ roots, with weeks of fundraising challenges still culminating in a live BBC1 appeal show, this year on November 17, the charity has evolved, particularly with its merchandise. It has its own online shop and this year’s Children in Need clothing range at Asda features 80 items, all available online.

Despite ever more inventive campaigns, it’s been a tough couple of years for charities. While the Covid pandemic threatened livelihoods, charitable donor levels were at their lowest level in a decade in 2020/21. Just 63% of the population gave to charity that year, according to Statistica, down from 75% the previous year. Figures bounced back slightly in 2021/22 to 66%.

With hopes that the country is beginning to emerge from a cost of living crisis, it remains to be seen whether the overall decline in the number of people giving to charity can be reversed. Either way, charities will need to continue to be on-point with their marketing campaigns to gain their share of donations.   

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Cause celeb – adding star quality to campaigning

24th August 2023 by Rachael Bruce

THE power of celebrity is much more than drawing crowds to theatres and cinemas or helping to market a product.

Big names in film, TV, music and sport are using their star status for good.

From free school meals to animal rights and gender equality, with a celebrity championing your cause you can reach the masses.

Often, the famous faces are simply lending their name to a grassroots campaign that resonates with their personal values and sharing content to help inspire others.

This free publicity is worth much more than the price of a sponsored or boosted post to those causes as it helps them reach those they wouldn’t otherwise and at little or no cost to either party.

Last year, Marcus Rashford’s campaign for free school meals was named the campaign of the decade.

The UN has long embraced the power of celebrity to support its campaigns. Former Harry Potter star Emma Watson advocates gender equality and fronted the UN’s HeForShe campaign.

In December, after more than 20 years in the role, actress Angelina Jolie stepped down from working with the UN Refugee Agency to work with organisations led by people most directly affected by conflict.

Joanna Lumley has lent her name to various causes including helping Gurkhas who retired before 1997 win the right to settle in the UK and calling for a stop to the clearance of unexploded ordnance damaging marine life.

Camp Beagle is the longest running animal rights protest camp in history and has embraced the power of celebrity at various levels. Last year, singer Will Young joined their campaign when he chained himself to the gates of a breeding facility, while more recently protestors were joined by Babe Station stars wearing bikinis.

But it’s the recent backing of actor Tom Hardy that’s made a significant difference to their fight for animal rights.

Within 24 hours of him sharing a link on Instagram to a petition to end animals being used or toxicity testing around 20,000 signatures were added. The star continued to push the message out to his nine million Instagram followers, thanking them for their supporting and encouraging more people to sign, even after the 100,000 target was reached.

This week saw the launch of Equity’s “Green Rider” campaign to cut the environmental impact of celebrity riders. Dubbed the ‘no jet’ set by the Guardian, it’s received the backing of more than 100 actors, including Gemma Arterton, David Harewood and Bill Nighy. The idea is that instead of asking for single colour sweets or a private jet, contracts should focus on “positive influence” and “not climate-damaging perks”.

For brands, unless a star uses their product, receiving a celebrity endorsement free of charge is unlikely. As with personal appearance fees, the cost of a sponsored post is likely to increase with the star’s status.

Influencers or micro-influencers are a great lower cost alternative to the traditional icons when it comes to promoting your business. Better still, your genuine customers who have real life experience of your product or service, are perfectly placed to spread the word.

If your marketing campaign is in need of some star treatment, contact us .

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