Tag Archives: Public Relations

Are you ‘driving around aimlessly’? 3 tips to focus your social media

taget practise“Public relations without research is like shooting an arrow, then requisitioning a target to install in the field.” — Anthony J. Fulginiti, APR — communication briefings

Last week I made a presentation to the Highland Business Women’s Club. I was invited to talk about my business, but I decided instead to focus on the importance of having clear objectives for your company, before you head off on a PR or social media initiative.

It sounds simple enough, doesn’t it? But it’s the hardest part of the process. So many companies I speak to want to start doing social media, or a blog, or making announcements, but they have not spent time thinking about where it is they want to go as an organisation.

I used a metaphor in my talk, and listening to the guests afterwards, I think it made an impression. “Social media,” I said, “is like the car. Public relations is the map. But your goals — that is the destination.” And I suggested that nobody in the audience should waste their time driving around aimlessly. They needed PR for the map it provides, but without a destination, they could spend hours on Twitter, Facebook and LinkedIn, and end up no nearer achieving their objectives.

Sound familiar?

Here are my three tips to ensure you don’t waste time in your social media activities.

  1. Spend time thinking about your business objectives. Get together with your key people. Don’t be afraid to include juniors in the discussion. They often have fresh ideas and a different perspective.
  2. Visualise the outcome you desire. Then write it down. What does it look like, in that place that means “success” for your company. Is it a second office? More staff? More lucrative clients? Be precise, so you will know when you get there. And think big.
  3. Assign the work. Choose someone talented to develop a plan to achieve these goals. If your company is too small to have a staff member devoted to communications, then out-source it to an experienced contractor. Not only will you get just what you need, if you choose well, you will also access a great reservoir of business experience.

If you think you could use some assistance developing your company’s goals, and then crafting a plan to make them happen, get in touch with us. We love this kind of work. We specialise in ideas, and PR is just one way we make things happen for our clients.

PR for Professional Services: why it’s different marketing the services of solicitors, accountants, architects and engineers

I would never have discovered this Argentinian Tango-Reggae band, if they hadn't been performing on the streets of Buenos Aires

No doubt they would have preferred to stay at home, but then I would never have discovered this Argentinian Tango-Reggae band, Jamaicadeiros, performing on the streets of Buenos Aires — and bought both their CDs!

On Wednesday I attended a networking event organised by the Inverness Chamber of Commerce. This was the second networking lunch I have attended, and I must say, I really enjoy these functions.

The format is simple — a hotel meeting room with several round tables set for lunch. Choose your table and then, after a welcome and introduction by the host — in this instance, Chamber of Commerce Chief Executive Stuart Nicol — the formal networking begins. Each person at the table takes a few minutes to introduce themselves and to say a bit about their business. During this time, the first course is served, and then, after the introductions, people chat informally.

Someone in legal services asked me about PR, and said he had just started advertising on radio. I was intrigued to learn that he is using advertising, because many professional services firms prefer not to. Traditionally, firms of solicitors, engineers, architects and accountants have shied away from promoting themselves directly. It has been seen to be a bit brash, and frankly, not their kind of thing. But as competition heats up, and your client base diminishes through attrition, promoting your professional services firm may become a more pressing issue.

While advertising is the obvious choice when people think about getting their company name out there, it’s not the only way to achieve this objective. There are many ways to help raise your company’s profile without taking out an ad in the local paper, or committing to a month of 30-second spots on the radio. One of the most simple and straightforward ways to raise awareness of your business, is to go out and meet people at local business events. You may say, “But I’m an engineer, it’s not my job to network!” and of course, you would be wrong. If it’s not your job, then whose is it?

No one cares more about the survival of your business than you do. Unless you have a monopoly on the service you provide, you should probably consider doing at least one or two things to raise your company’s profile.

Three simple — and crucially, low-key —  things you can do are:

  1. Stay in touch with former clients, using a corporate newsletter to share information about developments in your field — changes in legislation, for example. While you’re at it, you can also use your in-house publication to tell clients past and present about new recruits to your firm, new services you provide, recent contracts you have won, and seasonal information such as filing deadlines or an FAQ about stamp duty. A newsletter can be a very cost-effective way to stay in touch. If you don’t have the expertise in-house, a public relations firm can easily produce this for you. Like media releases, corporate newsletters are our stock-in-trade.
  2. If your industry has an awards scheme, consider how you can take advantage of this. Whilst it takes time to put together a nomination, winning an industry award is a great way to promote your business, and give you an excuse to get in touch with your local media. I can’t recommend it enough.
  3. Attend local business events, and make an effort to speak to people you don’t know. I am a big fan of networking, and you can read my previous blog posts about it here. As a self-admitted “people-person”, I have no fears of speaking to strangers at these events. However, I am in the minority it seems. To get over your reluctance to speak to people you don’t know, try to keep in mind this wonderful saying from Canada: “There are no strangers, only friends we haven’t met yet.”

As you can see, none of the suggestions above requires you to be “too forward”. However each of the tactics I listed will help you to raise your company’s profile with key audiences.

As usual, if you have any questions, feel free to drop me a line using our contact form here, or via Twitter @Bruce_PR.

 

5 ways Bruce Public Relations can help your business. Right now.

Laura Bruce from Bruce Public Relations speaking to a Highland audience about public relations in the age of social media

Laura Bruce from Bruce Public Relations speaking to a Highland audience about public relations in the age of social media

5 reasons to contact Bruce Public Relations:

1. You have just valuable new contract, and want to spread the word.

We would be delighted to get the word out. From announcing a new ship joining the fleet, to the awarding the contract for a multi-million pound hospital, to the opening of a new nursery, Bruce PR has helped clients of all sizes and shapes to share their good news. And we would be delighted to help you share yours.

2. You may soon be on the receiving end of some negative media coverage and you have no idea what to do.

Asking how you came to be in that unfortunate position isn’t going to help much at this point. What you need now is crisis management. And we have expertise in that. With clients in health care, transportation and chemical industries (to name a few), we appreciate that there is a lot that can go wrong. Machines malfunction, people make mistakes. What matters now is what you do about that. If you think this is the kind of help you need, get in touch with us — or another trusted and experienced firm — quickly. The sooner the better. You can thank us later.

3. Your business has grown to a certain point, but you would like to reach the next level.

We can help. In fact, this may be our favourite kind of work. Whilst our stock-in-trade is PR, what we are particularly good at is helping you to see your business with fresh eyes. With nearly twenty years experience helping businesses across dozens of sectors to achieve their objectives, we can often help you to find a new and better way of growing your business.

4. You have heard that this [Facebook / Twitter / LinkedIn / Insert name of next new channel] thing may be important for your business, but have no idea where to start.

Yes, we can help you with this as well. If social media is something you know you should start doing, we can help you to position your social networking within an overall communications strategy. However, if all you need are a few pointers to set you in the right direction, we can help you with that as well.

5. Your [daughter / nephew / computer technician ] did your company’s website five years ago, but it’s just not what you need today.

From copywriting to press releases to corporate brochures to instruction manuals, writing is something we simply love to do. And if it you would like some help updating your website, creating some fresh material for your blog, or helping create a user-friendly manual for your  product, please get in touch. We would be delighted to help. And if your website needs a makeover, we know some talented designers who can help steer you in the right direction. Together, we can ensure that your website is hitting the right note.

So there you have it. Five ways Bruce Public Relations can help your business. Right now.