Smart content is vital for brand visibility – here’s how we do it well

Press releases; whether you think of them as an essential route to media or a traditional tool, we know the power they behold to bolster your brand.

Building your businesses profile, reputation and driving sales can be the work of the mighty press release – if it’s done right. While we say content is king, the content has to be accurate, engaging and smart to work its magic.

A great article by one of our favourite reads, PR Daily, outlines how press releases can serve a host of other purposes, including helping readers find you from behind a paywall and increasing your site’s search ranking on Google.

PR Daily’s recent SEO Certificate Course for Communicators covered this topic and included Visably’s Ultimate Guide to Search Engine Strategy.

Within the guide there is lots of brilliant intel on search and in particular how we can optimise releases for search. Here are top tips from Visably’s guide.

1. Small keyword tweaks can have big effects on search volume

If you have a headline or key descriptor phrase in mind, double check to make sure that’s actually how people look for that type of benefit or product. For example, the keyword phrase “Portable Kayak” has only a third the search traffic as “Lightweight Kayak.” These small changes to the title of your press may make a major impact down the road.

2. Who you quote matters

Quoting a recognisable figure like your CEO or other public figure (sponsored athlete, celebrity chef or social influencer) in the press release may provide your content with greater visibility as those people may be the subject of searches themselves.

3. Original graphics and data help

Not only will your press release be more likely picked up by the journalists, but search algorithms will also recognise and reward original content and data presentation. Not all press release topics will have this opportunity, but it’s worth pushing your team towards generation and distribution of original content and research.

4. Don’t be spammy

Indiscriminate distribution of press materials continues to plague the PR industry. Beware that with SEO, you can actually incur tangible penalties from this kind of behaviour. Follow links from websites of questionable reputation can weigh negatively on your page rankings. You don’t want just anyone publishing your press release.

You can find out more about how press releases can serve a host of other purposes, by reading the Visibly guide here.

Lockdown 3.0 and the property market – should the stamp duty holiday be extended?

Despite the uncertainty of the last few months, as well as the government announcing a third lockdown at the start of the year – the property market is one sector that remains strong and buoyant in a period of economic turbulence.

As PR specialists based in the East Midlands, we work with many clients across the country in the property and construction industry, keeping up to date with the latest market news and monitoring its overall performance and ups and downs, to ensure we provide the best service for our clients.

In 2020, chancellor Rishi Sunak announced a stamp duty holiday until 31 March 2021, its aim, to increase public demand for housing and help buyers cut some of the costs associated with getting onto the housing ladder. These efforts to boost the sale of properties during a difficult period proved to be much-needed fuel for the economy.

Moving house during lockdown
Image: www.pexels.com

During the changing lockdown restrictions and circumstances of 2020, the housing market initially suffered a slump during the second quarter when it came to a halt. Following the reopening of the market, pent-up demand saw house prices and sales rise rapidly as people looked to buy and sell quickly and take advantage of the time-limited stamp duty holiday in order to save money.

House prices have since seen a dramatic climb over the last few months – the highest ever in fact – with the average house price in the UK now at a record £253,374*.

As the March 2021 stamp duty holiday deadline looms closer, leading property experts and businesses are calling for the government to extend the holiday to take the third lockdown into account and further drive forward the market.

The positives of extending the incentive would benefit prospective homebuyers and the market as a whole, and given the current lockdown, an extension may be the slice of good news buyers need to take the plunge and complete house purchases.

Despite the housing market adopting a position of ‘business as usual’, the restrictions on staying at home mean that transactions are taking longer – with people unable to complete and submit paperwork quickly, and estate agents, brokers, solicitors and lenders working from home and having to adapt to new methods and practices to accommodate the demand from customers.

Therefore, an extension of the stamp duty holiday would ease some of this pressure, allowing more time for transactions to be completed.

Though there has been some criticism towards the stamp duty holiday, with experts claiming that it may have hindered some buyers from purchasing a home rather than helping them, there is no doubt that the incentive was always designed to be a temporary fix to bolster the market, which seems to have been effective on the whole.

As one of the biggest drivers of the economy, it is seen by many in the industry as vital that the government extends the scheme once more, as we potentially face many more months of national economic instability.

Jennie Holland PR has extensive experience and expertise working with dynamic companies in the property, construction and law industries, including FHP Living, G F Tomlinson, JMP Solicitors, Taggart Homes, ALB Group, Influence, Howard Ward Associates and Land & New Homes Network. We implement targeted PR and digital marketing strategies to bolster your brands online and offline presence; by securing articles with backlinks in high domain authority media and providing a result-driven social media management service.

We can help you become famous amongst your target audiences. Contact us today to start your new year PR journey and let’s meet those targets together in 2021.

*https://www.express.co.uk/finance/personalfinance/1381445/house-prices-rishi-sunak-extend-stamp-duty-deadline

The importance of nurturing client relationships

In the PR world, doing our job well requires knowing our clients’ brands very well.

And that is why building lasting client relationships is a key part of what we do – so we can understand businesses and those who they are selling to.

Besides entering into an engagement for a contract of work – the best client relationships require careful management and are sustained and nurtured through regular and close communication, transparency and going the extra mile.

Especially during these difficult times of the COVID-19 pandemic, we must ensure that clients are well looked after, as businesses face some of the toughest times in the current economic climate.

We’ve compiled our fundamentals for keeping and looking after important client relationships, to make sure clients are content and working relationships are the best that they can be.

Gain trust

Client trust is vital in a good working relationship and this can be built through open communication, agreeing realistic goals and delivering campaigns with tangible, solid results. We work with our clients to communicate as often as possible so that we can be sure we are meeting their needs and they can be safe in the knowledge that they are being listened to and that our work is of value. Also, being on hand as often as needed is important to talk and guide clients through situations and opportunities that may arise, offering professional input and solutions.

Be transparent

There is no point promising the world and under-delivering, as this will only spike distrust in a working relationship. In terms of deliverables, these need to be carefully considered and agreed  upon following meetings, in which the identification of targets and business needs takes place. It’s always fine to discuss ideas and to say what will and won’t work for a client. Certain ideas may be potentially more risqué and ground breaking, which is also great as it’s important to keep ideas fresh, however – it’s important to proceed with caution when handling any and all plans to ensure the best interests of the client are at the heart of any strategy. Transparency is of total importance from an agency point of view, to ensure that you negotiate and understand plans of action, which will stop you from entering into any unresolvable situations.

Go the extra mile

Clients notice the cherries on top, and any PR agency worth its salt will go above and beyond to meet and exceed client expectations – offering advice and ideas for added value regularly. Whether it’s offering proactive opportunities for media interviews when a particular relevant new topic crops up, or ensuring your brand is a trendsetter in it’s industry with out of the box ideas that pave the way in terms of leadership – there are always plenty of opportunities for news to place and your brand to get noticed – so it’s always worth going the extra mile, and clients will remember.

Be flexible

From budget, to deliverables – every client is different and a one size fits all approach is never the best option to suit varying client needs. Sitting down with a client and getting under the skin of their needs is the best way to devise a strategy that is bespoke to them – which meets the needs, requirements and target audiences of their services and products.

Whatever direction your business is going in, communicating your brand is so important, contact Jennie Holland PR to find out how we can help you, and to find out how to get the best out of your PR agency, read more here.

PR campaigns need a 360-degree approach  

When it comes to planning your next impactful PR campaign, it goes without saying that you need to consider all aspects of your approach. PR is not just media relations; it encompasses all external communications, and with so many digital platforms available to share content on, and the impact and reach of these constantly evolving, your PR campaign needs to be managed strategically.

Some aspects of ‘traditional’ PR, for example press releases, are mainstays, but you are more likely to have a successful campaign if you implement aspects of digital PR alongside traditional efforts.

To get the best results for your campaigns, applying the PESO media model will help to ensure that any PR strategy implemented is covering all ground.

The acronym stands for Paid, Earned, Shared and Owned (PESO) media, and this framework is most beneficial when used as a planning tool to integrate different forms of media.

This framework was first introduced by Gini Dietrich, founder and CEO of marketing and communications firm, Arment Dietrich, in her 2014 book – Spin Sucks: Communication and Reputation Management in the Digital Age.

The PESO Model

Paid

Paid media is fast becoming a top feature of PR campaigns. This form of media uses; ambient advertising, sales promotion, PPC and SEO to place money behind the content to boost and control its distribution. When using paid media, it is important that you choose platforms to target according to the right audience, to yield the best results and avoid wasting your money.

You can monitor the average click through rate percentage and average cost per click to see if the advert is on track to achieve the objectives set at the beginning of the campaign. Selective and tailored messaging on platforms such as Facebook and Instagram will ensure that any messages resonate.

Earned

Earned media is a form of third-party endorsement. This can be achieved through more traditional media relations or through blogger and influencer relations. When used correctly, influencer marketing can generate 11x the ROI of traditional ads*.

The use of influencers can help your brand to reach new niche audiences with dedicated interests, while raising your profile across channels and platforms, in addition to many other benefits.

Shared

Shared media is also referred to as content marketing. It is centred around pushing content through social channels, but can also include affinity marketing, review sites and partnerships.

Affinity marketing is an aspect of PR that consists of a partnership between a company and an organisation that gathers persons sharing the same interests, to bring a greater consumer base to their services, products and opinions. A long-lasting relationship can be formed using this concept, in which both parties’ benefit. This can be rewarding especially during difficult times such as the COVID-19 pandemic.

Owned

Owned media describes any content and channel over which your company or organisation has complete control. It includes websites, publications, presentations, research, podcasts and webinars.

When used correctly, owned media channels can be successfully used to establish your company or organisation as thought leaders, whilst building long-term customer relationships.

At the centre of the PESO model is Authority. Optimised, shareable and engaging content should be a golden aim for any campaign alongside Google authorship.

The most successful PR campaigns have a tailored and strategic approach and utilising the relationship between all the media forms in the PESO model can ensure that your next PR campaign is launched with a foolproof strategy behind it.

Get in touch with us today to discover how your next PR campaign can reach its full potential.

*https://www.socialmediatoday.com/news/the-brand-value-of-influencer-marketing-in-2018-infographic/520810/