The importance of influencers in PR campaigns

Social media influencers are everywhere today, and subconsciously or not we are influenced by what they say. Followers trust what their favourite influencers say, so working with them is crucial to your marketing strategy for your PR campaigns. In fact, the influencer marketing industry is set to reach $16.4B (£13.5B) in 2022.*

What is an influencer?

Influencers, as you may have guessed, influence people via social media by sharing what they do in a day, what they may be buying and their hobbies, typically with a significant following. Not all influencers have millions of followers … nano and micro influencers, for instance, might have between 1,000 and 50,000 followers, whilst celebrity influencers, such as Kylie Jenner and Ariana Grande, will have hundreds of millions.

What do influencers add?

Companies will choose the influencers they want to work with based on their business goals. They may want to choose people who reflect their characteristics, such as a baby company wanting to collaborate with a mum; or a company may want to target its audience at an older or younger demographic. When done right, influencers can be the key to boosting a company and its profits.

Successful influencer campaigns

  • Daniel Wellington: In 2011, founder Filip Tysander used $15,000 to launch an influencer campaign on social media, which he now owes much of his success to. In a time when influencers were not everywhere you turned, Tysander took a chance on this new way of marketing, and it paid off. He would exchange a watch to micro influencers in return for a post featuring the watch, quoting the brand. Today, Daniel Wellington is worth an estimated $35.87 million** and partners with the likes of Hailey Bieber and Kendall Jenner.

 

  • Dunkin’ Donuts: 2020 saw the then most followed person on TikTok, Charli D’amelio, collaborate with Dunkin’ Donuts releasing a drink titled ‘The Charli’. Her 95 million followers responded extremely positively to the campaign, and over the next year, Dunkin’ held a competition on TikTok with the #dunkinmenucontest gaining 43.5 million views. Charli and Dunkin collaborated on merchandise that sold out and ‘The Charli Cold Foam’ was released. Since the first drink came out, 3/4 sales skyrocketed; there was a 57% increase in app downloads and a 20% increase in cold brew sales.*** This campaign also allowed Dunkin’ to expand their consumer base to teenagers and children.

 

  • Levi’s: In April last year, the brand worked with six celebrities/influencers, from rapper Jaden Smith to youtuber Emma Chamberlain to climate activist Xiye Bastide, in their ‘Buy Better, Wear Longer’ campaign. For Levi’s, the ad was ‘a call-to-action for Gen Zers, urging them to reuse, repurpose and reduce their consumer footprint.’**** The various industries the influencers came from, and their different supporters, brought a wide variety of potential new customers. After the first half of 2021, Levi’s profits were up 198% … yet another great example of influencer marketing.*****

 

The influencer marketing industry is rapidly growing, so if you are not using this strategy, it may worth your time of day!

Contact our team at Jennie Holland PR for a chat on how influencer marketing could work for your next project.

 

* https://influencermarketinghub.com/influencer-marketing-statistics/

** https://www.networthspot.com/danielwellington/net-worth/instagram/

***https://neoreach.com/the-charli/

****https://www.thedrum.com/news/2021/04/19/levi-s-enlists-jaden-smith-top-gen-z-influencers-first-global-campaign-3-years

*****https://www.forbes.com/sites/shelleykohan/2021/07/08/levi-profits-skyrocket-198-as-denim-trend-continues-to-evolve/?sh=37ef554f4b0d

Life after lockdown: How can we look after our mental health now and in the future?

After marking one year since the UK first entered lockdown, we wanted to explore one of the hidden consequences of the isolated lives we’ve all been leading over the past 12 months – the effect it has had on our mental health and wellbeing, and what steps we can take to ensure we continue to cope and thrive through challenging times.  

It has been reported that as many as ten million people in the UK now require new or additional mental health support as a direct result of the COVID-19 pandemic, with the president of the Royal College of Psychiatrists, Dr Adrian James, predicting that the lasting effects of the pandemic on our mental wellbeing will be felt for years to come.  

As many of us faced uncertainty in 2020 – be it over our health, employment, living and working from home situations, or through concern for family and friends, the pandemic has understandably sparked a wave of national anxiety, as we grow increasingly eager to return to normality.  

But just as we had to adjust to lockdown life, we will also have to readjust once again when restrictions are finally lifted. Though not an officially recognised mental health condition (yet?)Post Pandemic Stress Disorder is a term being used already.  

Lockdown has presented us with some valuable learnings and opportunities tooin terms of revaluating our lives, identifying our priorities, putting things into perspective and setting new goals for ourselves 

So, what can we do to continue to remain strong through the remainder of lockdown, and get ready for returning to normality?  

We’ve shared our top recommendations to help with moving forward, to ensure we’re prepared.

Work-life balance 

As many workers made the transition from the office to home during lockdown, we adapted and developed new daily routines in order to continue our work from the safety of our homesA stressful time for businesses both large and small, as a flexible and fast response was required to keep companies running smoothly despite the upheaval that closing offices caused.  

Working remotely, though challenging, has revealed some of the qualities that are needed to do it effectivelyIt strips away all of the other ‘stuff’ that goes along with being in an office – the commute, what you choose to wear, the vending machine chit-chat, making sure you shout loudest about how busy you are – instead, it just boils down to the work, and the quality of work, that you achieve in a day.  

This change highlights the importance of a work-life balance, which has become a hot topic of discussion over the last few years, long before the pandemic hit.  

Learning how to switch off at the end of the day and not worry about all the things you have to do the next day, is a real skill – and one that is vitally important to your mental health.   

Little things like switching off your phone, or not checking your emails outside of office hours, will allow you to reclaim some valuable me-time that you can spend how you wish.  

Reach out to loved ones 

Lockdown life meant that many families were separated, unable to travel to visit one another and were reliant on telephone and Skype/Zoom calls to connect. 

The isolation we’ve all experienced from friends and family members can be used as motivation to reach out to those we haven’t spoken to in a while – as a lack of social interaction can remind us how important it fundamentally is to us, as humans. We are sociable creatures, so once lockdown ends, we will all be more grateful than ever to meet up with familiar faces once again.  

Since lockdown has helped to put aspects of our lives into perspective, it may also be the perfect time to reconnect with those you’ve lost touch with – school friends or estranged family members for example  or if you know anyone who has a history of mental health issues, reaching out with a simple message to see how they are doing can be a very powerful way of reminding them that they are remembered and heard.  

Make time for yourself 

Similar to creating a healthy work-life balance, making time for yourself will allow you to enjoy that all-important me-time.  

Instead of sitting on the couch scrolling through your phone or watching your favourite streaming platform, decide to spend your time in a slightly different way. Self-care comes in many forms, and really depends on what you enjoy doing, what relaxes you and what fills you with passion.  

If you have a hobby, or have something you’ve always wanted to get into, take steps to make it happen and spend some time on it each week. 

If you’ve always dreamed of painting – paint, if you’ve always wanted to try pottery – take steps towards making that a reality, whether it’s purchasing a beginner’s kit, or booking a class once they’re (hopefully) open later in the year.  

Set your own goals 

It might not be a new year, but the plan to relax lockdown restrictions over the spring and summer months feels like a reset – a chance to start again. With that in mind, setting goals for yourself for what you’d like to achieve professionally and personally will be a great way to stay focused, work hard and look after yourself.  

There is little point in creating too many goals, as you’re bound to set yourself up for disappointment (how many New Year’s resolutions do we really successfully stick to?) – instead, choose two or three things that you’d like to change or work towards.  

It can be small or large – go for a walk at least once this week, spend two hours studying an online coursetry a new recipe once a week, give up meat on Mondays – it’s up to you, but achieving your goals, no matter how small, is a very rewarding experience and helps you practice self-discipline. 

Celebrate your resilience 

The past twelve months may have taught you something new about yourself or your life – you might have realised you don’t enjoy your job; you need a new car or a new home, you want to start a family – whatever it is, using the time we’ve had in lockdown, staying at home and reflecting on what’s taking place in the world, may have helped to put some things into perspective for you. 

Remember – you’ve made it this far, faced uncertainty and anxiety and that shows true strength. What would the current you say to yourself 12 months ago, having lived through lockdown? Celebrate your resilience, and with hindsight and reflection, allow yourself to realise that you’re stronger than you think.

Useful charities, helplines and websites: 

  • Mind – providing advice and support to empower anyone experiencing a mental health problem.  
  • Samaritans  free confidential helpline, 24/7, offering support for anyone wishing to talk about problems or concerns they’re experiencing.  
  • Shout UK – free confidential texting service, 24/7, offering support for anyone in crisis. 
  • CALM – Campaign Against Living Miserably  a leading movement against suicide, offering support and advice.  
  • The Mix – a leading support service for people under the age of 25 experiencing mental health problems.  
  • Rethink Mental Illness – helping people with mental health issues through local groups and services. 

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/

 

Entering the world of PR: what my first four months has taught me

 

Tamara Samuel at Jennie Holland PR in Nottingham

By Tamara Samuel

This month will mark four months since I embarked on my public relations journey and began my first professional job in the world of PR as an account executive at Jennie Holland PR.

I want to lend a little advice to those considering a career in PR by summarising a few things that I have learned during my first four months of working in the industry.

Believe in your abilities

Starting my first ‘big girl’ job has taught me how to have confidence in the skills I already possessed before starting. I began this role shortly after graduating from Nottingham Trent University and was excited but also a little nervous. I was eager to begin my career in the world of PR but slightly apprehensive about being new to everything public relations.

Little did I know that a lot of the skills I learned during university would be transferable into my PR role, even though I didn’t specifically have a public relations degree. I learned how to apply my skills to relevant scenarios in my current role.

Juggling essay deadlines, two part-time jobs and my extracurricular cheerleading activities unknowingly shaped me into a great multitasker, whilst fine-tuning my communication skills. These university experiences taught me how to prioritise my time which has been an incredibly useful skill for working in PR.

Every day is different

PR is a varied, exciting and fast-paced career choice. I love how each day is different from the last, my first four months have taught me how to be flexible and adaptable.

PR teams all have their own way of doing things and experiencing different agencies during my past internships strengthened my ability to adapt. From copywriting to researching to social media management, I gained the ability to juggle them all.

The smaller the agency the more varied the role. My agency is small which certainly has its perks, my work is never limited to one sector. I could be writing an architectural press release mid-morning then drafting social media posts for a legal client by lunch.

Don’t be afraid to ask questions

I was a little nervous on my first day when I first stepped into the JHPR office, but I had no reason to be. The team were all so helpful and welcoming from the very start. The PR industry has taught me that you never stop learning. Never be afraid to ask questions because you can gain a wealth of knowledge from the people around you and their experiences.

I have only been working in PR world for four months and I have already attended award ceremonies, team away days and networking events and have seen the team secure amazing pieces of media coverage for our clients, reaching an audience of 1.5 billion people in 2019 alone. I can’t wait to see what the future holds for my career in PR.

 

Thinking about a career in public relations? Chat to us today at hello@jenniehollandpr.com

Follow Tamara on Twitter @tamarasamuelpr

How to gain social media followers

Having a successful social media presence is a vital part of any marketing strategy, and gaining social media followers is a measurable metric on how well you’re performing.

Recently, Jennifer Aniston broke the world record for gaining the highest number of social followers in a short space of time with just one post, so we thought we’d share a few of our top tips on how you can increase your social media followers.

Produce quality content

We say it so often, but content really is king. Not only is this going to get you followers, but it’s also going to keep them. Ensure your content is timely and relevant, as well as visually appealing. If you don’t have access to a bank of professionally taken images – some good lighting and a smartphone camera can surprise you.

Know your audience

Once you understand your audience, you will understand what type of content they are most likely to engage with. You don’t just have to post about yourself and your company updates – post about and comment on relevant and topical things in the industry that your audience will find interesting. This can be anything from news articles to product announcements or policy changes.

Include social media platforms on external marketing materials

Ensure links to your social profiles are on your website and on your email signature. Sometimes customers and clients just aren’t aware that you are active on these profiles, and with social media being a real time update of what’s going on in the business, it’s important for people who support your brand to have the latest news direct to their feed. It also increases your chances of having repeat customers as they can keep up to date with the latest products and services, and as well as finding out about offers.

Remain active

Ensure you post continuously to show your audience you are active on social media. By posting regularly you can easily ensure your content is up to date, and your social media followers will constantly be reminded of you. They may not want to buy a product or service from you at that time, but when the time comes there is more chance of them thinking of you if you have posted recently. We recommend posting a few times a week across multiple platforms.

Interact with other accounts

Interact and follow accounts that are relevant to your industry or in your community. Not only will this build your presence online but fans of people you interact with could be led to your profile. Tag other people and pages where relevant to extend visibility to reach their pages. Following a customer or client could also be good way to get their attention and lead them to your profile.

Use relevant hashtags

Look at trends as well as hashtags and see if you can latch on to anything topical. If you have your own hashtag, make sure people are aware. Put your hashtag in your bio so your customers can tag in their own posts to get your attention. If you don’t want to shove a load of hashtags at the end of a post just for the sake of it, tag up a few keywords in the copy of your post.

While our tips might not get you enough followers to break the internet like Jennifer Aniston did, it can certainly increase your social media popularity, raising brand awareness and driving sales. Get in touch with Jennie Holland PR today and we can help you design and deliver and a successful social media strategy.

Eight reasons why businesses of all sizes need PR

In this increasingly digital age, when so many brands are vying for the attention of over-saturated audiences, ensuring that your company’s messaging and services are in the public domain is more important than ever.

Whether you have a start-up in its delicate early stages, a medium sized enterprise or a large long-established corporation with hundreds of years of heritage, the positive impact of good PR should not be underestimated.

In order to keep one step ahead of the competition, or in the arena with other competitors altogether, having a presence in the media and on social media is crucial and PR professionals will ensure that your messaging and brand is out there in the right places at the right time.

Simply put, good strategic PR will help your business get off the ground and stay off the ground by getting your brand noticed to increase your profile, credibility and sales.

A PR company will do this by starting relevant conversations that engage and influence your customers, provoking action. By reaching those audiences through clever PR, social media and other on and offline communications tools, a PR professional will get people reading, talking and sharing news about your brand to strengthen your reputation.

Eight reasons why your business needs PR:

1. To protect your reputation

Reputation is key and the more positive news in the public domain about your company the better, whether it’s new work appointments, project announcements, charity efforts or financial growth reports – if there is news to tell then we should tell it.

2. Reach your target audience

A PR professional will use media contacts to communicate your messaging to the publications and online sites that are read by your target audiences. Social media management will also allow a PR company to act on behalf of your brand – liaising with customers in keeping with your brand’s tone of voice and developing relationships to ensure a personable and accessible approach.

3. To communicate brand values

Your brand values are at the core of your business, they are what sets you apart from the rest and what promotes authenticity and the unique qualities of your company.

4. Raise awareness of your services

Raising awareness of your brand highlights your products and services and helps drive consumers to make decisions. It’s as clear as that – if people don’t know about you, they won’t choose your company.

5. Keep your business looking alive

There’s nothing worse than neglected social media channels, a blog page that hasn’t been updated since 2018 and no mention of your company in the press. Good PR and social media can help keep your business looking fresh and healthy, which is invaluable for attracting consumer interest and investment.

6. Establish credibility

If a brand isn’t credible or loses its credibility in some way then this can have a negative effect on consumers’ decisions and their behaviour due to the loss of trust. They will choose an alternative company if they lose their faith, so it’s important to look after brand image to ensure this doesn’t happen.

7. To provoke action

Your core communication through press releases and social media content should influence action. Through the creation and placement of strategic content, a good PR professional can ensure that target audiences are provoked in such a way that it benefits business, either through driving sales or getting people talking.

8. Manage a crisis

Should your business hit crisis point, things can escalate quickly and it’s important that your reputation is protected until things begin to resolve. From reactive press and social statements to providing advice to lead you through a difficult time, a good PR company can handle this.