Carnsight Communications, Author at Bristol Creative Industries

We’ve written many blogs on press releases and useful tips on when is best to pitch, what to avoid when pitching and crafting a perfect press release. But today we wanted to dive a little deeper into the timeline of a press release. In fact, we’re going to share this blog post using the template of a press release to help you visualise the key layout and style, whilst also helping you understand the process involved.

MARSHFIELD, (DATE): Carnsight Communications is pleased to announce the release of its latest blog post detailing the timeline and process of creating and distributing a press release.

A press release is a crucial part of any company’s public relations strategy, providing a formal announcement of news, events, or updates to the media and the public. The following is a timeline of the process involved in creating and distributing a press release:

Identify your news:

The first step in creating a press release is to identify the news or event that is newsworthy and relevant to the target audience.

Drafting:

Once the idea has been identified, the next step is to draft the press release. This includes writing a headline, subheading, body, and boilerplate.

Review and approval:

The press release is then reviewed and approved by the relevant team members, including Carnsight Communications, and executives.

Distribution:

Once approved, the press release is distributed to media outlets, journalists, and other relevant parties through email, or other means.

Follow-up:

After the press release is distributed, Carnsight Communications will follow up with journalists and media outlets to gauge interest and secure coverage.

Measurement:

Finally, we will measure the success of the press release through various metrics, such as media coverage, website traffic, and social media engagement.

“Quotes”

“Creating and distributing a press release is a critical part of any successful PR strategy,” comments, account manager at Carnsight Communications, Georgia Christley. “We hope this timeline provides valuable insights into the process and helps companies effectively communicate their news and updates to their target audience.”

For more information about Carnsight Communications and our PR services, please visit www.carnsight.com

Boiler Plate

Carnsight Communications is a PR and communications consultancy based outside of Bath. We specialise in practical, powerful PR for the media and marketing industry, small businesses and entrepreneurs. Carnsight Communications cover everything from social media to SEO optimised web copy, blogs, influencer liaison and award entries. We are straightforward, proven and focussed on results.

We hope this helps you to understand the timeline involved with a press release and also how to structure your release. If you need further advice, why not get in touch on [email protected] and one of the team will be in touch?

Press releases are a valuable tool for communicating important information about your business to the public. However, all too often, press releases are filled with generic, cliched quotes that fail to capture the attention of readers (are you really “delighted” about this piece of news?) If you want your press release to stand out, it’s important to avoid these common cliches and instead aim to provide quotes that are interesting, informative, and add value to the story you’re telling.

Here are three top tips for avoiding cliche quotes in your business press releases:

Use verbatim

One of the most common mistakes people make when crafting quotes for press releases is trying to put words in someone’s mouth. Instead of trying to shape a quote to fit the existing narrative, listen to what your spokesperson or subject actually says and use their exact words in your release. This will make your quote feel more authentic and less forced.

Store and collect soundbites

Another way to avoid cliched quotes is to keep your ears open for interesting things people say in other contexts and be sure to note them down. This could be a quote from a book, a movie, or even a conversation you overheard in a coffee shop. By incorporating elements of these unique quotes into your press release, you can add a fresh perspective and make your release more memorable. Remember, it’s not about copying, it’s about taking inspiration and learning from others. When you see or hear a quote you like, ask yourself what you like about and how you can implement that in your own quotes.

Think about adding value

Finally, it’s important to think about how your quote can add value to the story you’re telling. Instead of just repeating information that’s already in the release, try to provide insight or a unique perspective that will make the quote more interesting to readers. Your quote is where you can be a bit more salesy and show your enthusiasm (within reason). You can (and should) reinforce your key messages in your quote. Your quote is where you can shine. This could be an anecdote or a new piece of data for example.

By following these tips, you can create quotes that are interesting, informative, and help your press release stand out from the crowd. Remember, the goal of a press release is to communicate important information to your audience, and cliched quotes will only detract from that goal. So take the time to craft quotes that are authentic, original, and add value to your story.

By now we all know that having a LinkedIn presence as a professional is important. With over 875 million users, LinkedIn can help you build connections with other business professionals and engage with your network by joining the conversation. For many business owners, it’s both necessary and important to open a personal LinkedIn profile and a business page. In today’s blog, I’ll be outlining the key differences between the two.

Purpose

Whether or not you’re a business owner, a personal LinkedIn profile will allow you to showcase your skills and experience while still being able to highlight the things about you that make you an individual. This is a chance for you to join relevant LinkedIn groups where you can join the conversation, share your more personal views and grow your network by connecting with like-minded individuals in your industry. The purpose of a business page, on the other hand, is usually always to promote a company by building brand awareness, sharing valuable content that is helpful and engaging with a broader audience that includes potential customers/clients.

Content

Personal LinkedIn profiles are typically filled with your career history, education, and other skills that you would like to showcase to other professionals on the platform. This can be handy when job hunting as recruiters can quickly and easily find you based on your skill set. On a personal profile, you are able to share content that is more personalised to you. Whether this is an opinion on trending articles, what you got up to over the weekend, personal hurdles that you’ve overcome, or other professions you might want to talk about that are or are not related to the company you work for.

Content on a business page has more of a focus. A business page should have more of a ‘we’ tone, and branding should be applied throughout. Business pages are a lot less personal. This doesn’t mean that you must keep things boring. Team shots always do well and people to relate better to other people than to a business. What is important, is to weave in posts that promote your services and/or products as well. At the end of the day, businesses aim to sell over socialise.

Analytics

A key feature LinkedIn business pages offer that personal profiles do not are detailed analytics and insights into how your posts are performing. This collection of data can help measure how effective your posts and updates which means you can tailor your strategy to the wants of your audience. LinkedIn’s current algorithm interprets how far they spread your post based on the interaction (likes, comments, reposts) it’s receiving from other users on the platform, so it’s definitely worth keeping an eye on what your audience enjoys engaging with. With LinkedIn analytics, you can also learn what the best days and times to post are to get the most engagement from your followers, which again can help you improve your strategy.

And there you have it. I hope this blog has helped you learn the difference between managing a Linkedin personal profile and a LinkedIn business page.

Awards can provide a great boost to a business’s reputation and can often lead to new opportunities and increased success. Writing an awards entry is an important part of the process, but often, winning an award comes down not just to the quality of the work but the way in which you present it. That’s where we come in. In this blog post, we’ll explore five things to avoid when writing awards entries to help ensure that you put forward the best possible submission.

Avoid being vague and too ‘general’.

When writing an awards entry, it’s important to provide specific examples and evidence to support your claims. Avoid being vague and general in your submissions. Provide detailed information about what you did, how you did it, and why it was successful. Use specific metrics and data to quantify your achievements and demonstrate the impact that your work has had.

Make sure to focus on the award criteria and not yourself!

One of the most common mistakes made when writing awards entries is focusing too much on you or your business, rather than on the actual award criteria. Before you start writing, carefully review the award criteria and make sure that you address each requirement in your submission. It’s important to showcase how your work aligns with the award’s values and how it has made a difference in your field.

Proofread, proofread, proofread!

This is SO important when submitting an award entry and many people don’t realise this. Spelling and grammar errors can be very damaging to your entry. Make sure that you take the time to proofread your submission thoroughly. Don’t rely solely on spell-check software, as it won’t catch every mistake. Why not ask someone else to review your submission before you send it in.

This is your time to show off your personality.

An awards entry is an opportunity to showcase your personality and unique style. Don’t be afraid to show your passion and enthusiasm in your writing. However, it’s important to balance this with professionalism and avoid coming across as arrogant or boastful.

Give yourself plenty of time to prepare.

Writing an awards entry takes time and effort, so it’s important to start early and give yourself enough time to craft a strong submission. Waiting until the last minute can result in rushed writing and a weaker submission. Make sure that you give yourself plenty of time to brainstorm, draft, revise, and proofread your submission before the deadline.

Take a look at a recent article from CEO World Magazine where you can find many useful tips on how to make your awards application stand out.

Let us help you

Get in touch if you’d like to hear about we can help with your awards entries. At Carnsight Communications, we’re experienced at crafting award entries for a range of industries – from legal to advertising to business – to help you tell your story in the most compelling way.

We start by establishing the story – the thread that should run throughout. We pare entries down to their most impactful elements – often working within word limits. And we focus on results, presenting everything in a digestible way. After all, many awards judges only have time to scan each entry. So it needs to stand out.

If you’re shortlisted or win an award, we can also help with media and social media promotion, helping to maximise each entry.

If you don’t know which awards are the most powerful for your business, we can spend time researching, helping to create a database with detailed information on entry details and deadlines.

Google My Business is a free platform offered by Google to help businesses manage their online presence across Google, including Search and Maps. As a business owner, you likely have already claimed your Google My Business profile when you confirmed your business location with Google (more info here if not), but did you know that having a fully complete and optimised Google My Business profile can significantly impact a business’s visibility and credibility? In today’s blog, we’ll discuss some best practices for maximising your Google My Business profile and making it work hard for your business.

Complete your business information

Make sure all your business information, including the name, address, phone number, and website, is accurate and up-to-date. This information should match what’s listed on your business’s website and anywhere else online. Ensure you’ve also added information regarding your business hours services.

Add photos

Adding high-quality photos of your business, products, and services can help potential customers get a better sense of you and what you offer. Make sure the photos are well-lit, in focus, and showcase your business in the best light possible. Let your business personality shine through in the photos you upload. Don’t be too perfectionist about it, high-quality images of you at work are also great. be sure to keep updating the images on your page. Don’t let it sit stagnantly.

Use categories

Choosing the right categories for your business is crucial as it helps Google understand what it is your business does. Be as specific as possible when selecting categories and make sure they accurately reflect your business. Many people are tempted to select as many as possible to improve their reach, but this ultimately harms your listing. Be considered in your approach.

Ask for reviews

One of the most important elements is reviews. Reviews play a significant role in your Google ranking and overall online credibility. Encourage your customers and clients to leave a review on your Google My Business listing by providing excellent service and making the process as easy as possible (you can share a link with your clients/customers to keep everything running smoothly). Respond to both positive and negative reviews to show that you’re engaged and committed to providing the best possible customer experience.

Be sure to post

Google My Business posts are a great way to share updates with your target audience. These posts can be anything from an announcement about a new product or service to an update sharing recent behind-the-scenes sneak peeks. Use images and call-to-actions to make your posts more engaging.

Monitor your Insights

Google My Business Insights provides valuable data about your listing’s performance, including impressions, clicks, and actions taken. You can use this data to understand what’s working well and what can be improved to drive even more traffic to your listing. Make your efforts count by using the information provided to steer you in the right direction.

Keep your profile updated

It’s important to regularly update your profile to ensure that all your information is accurate. Keep your business information, photos, and posts current to provide customers with the most accurate representation of your business. You don’t want potential customers to take a look, see you haven’t posted in a year, and assume you’re out of touch or out of business. Regularly updating your profile also signifies to Google that you are active and engaged with your community, which in terms helps your listing’s ranking.

Having a complete and optimised Google My Business profile is essential for any business looking to increase its online visibility and credibility. By following these best practices, you can maximise your profile and drive more traffic and leads to your business.

Get in touch if you’d like to hear about we can help with your Google My Business profile.

There are countless benefits to having a strong social media presence. In 2021, 55% of consumers learned about new brands through a business’s social accounts (SproutSocial, 2021). In today’s blog, I am going to share six reasons why it’s important for businesses to invest in a strong strategy. From reaching a wider audience to keeping up with industry trends. Even small businesses will benefit from investing in social media.

Invest in social media to reach a wider audience

Social media is a great way to reach a wider audience. This process is simple. The more places your business shows up, the more exposure you receive. This can increase reach, engagement and ultimately, revenue. It’s important to keep in mind that different platforms have different purposes. So not every platform will be suitable for you. A good social media team will advise you on what platform/s is right for you.

Increase brand awareness

Social media works wonders in increasing brand awareness. It creates an opportunity for businesses to share consistent, on-brand content with their followers. Being able to connect with customers in real time allows businesses to build customer loyalty and trust while increasing customer retention.

The way your business deals with negative feedback is important and social media is also a wonderful way for businesses to show what your brand stands for by listening to the concerns of your audience and then working on making improvements.

Keep up with the competition

Social media is constantly changing and having a presence means that you can keep an eye on industry trends. This allows your business to appear dynamic, modern and able to adapt to the ever-changing needs of your customer base.

Choosing the right social media management team is equally as important for your business. There are countless companies offering services at budget prices that may seem tempting to smaller businesses looking to save on marketing expenses. An experienced team will provide:

Expertise

An experienced team will hold a deep understanding of social media platforms, and algorithms and will be able to identify target audiences. If your business is in a more niche industry, a good team will complete thorough research before beginning on a strategy and will continue with this approach when creating content – something you won’t get if you opt for a more budget service provider.

Alignment

If your company is already investing in PR and they also offer social media services, consider having them manage your accounts as well. They will already know your business inside out which means that social content will link up to PR and other messages that you want to get out there. They will be more likely to provide content that is on-brand and perfectly tailored to your business goals.

Consistency

Being consistent in content creation, posting and engagement is important, and a good management team will be able to provide all of this at the highest level. Make sure that your team aren’t going days on end without posting. They should be responsive, and able to react to current events.

Need help managing your social media channels? Get in touch to see how Carnsight can up help you boost your strategy and ultimately achieve your business goals.

This question came out of a really interesting podcast with Tom Lewis – Agency ownership models are everything. It’s primarily about the advertising agency model and how Tom sees it in a state of decline. My career started in adland before I moved into PR, and when I worked with Tom he was CFO and I was in client services. Ad agencies are set up slightly differently to PR agencies or consultancies, but there are similarities. We’re both service businesses and the relationships we have with clients are much the same. And one question arose (amongst many interesting areas) – can agencies ever truly work in “partnership” with a client?

I’m certainly someone who uses the word “partnership”– we like to talk about working with our clients as partners. But one of the podcast hosts argued that clients and agencies could never be true partners, because the relationship is never on an even footing. One pays the other for a service and that will always be the model. That’s no basis for a partnership.

It’s certainly a straightforward way of looking at it. And, having worked in service businesses for over two decades, I’ve experienced first-hand that many of the client/agency relationships have felt very uneven and unbalanced. There was often a sense of master/servant and we wouldn’t have considered the clients our “partners”.

But, that’s not true of every client/agency relationship. And, importantly, partners has more than one definition. One financial definition of partners is “persons carrying on a business in common with a view of profit”. Agencies and clients might not be based in the same business, but they should be working “in common with a view of profit”. They should have a shared goal, and ultimately, that will be a financial one. That definition is certainly closer to the partnerships I try and achieve with clients. The word “common” is key for me. Clients and agencies should be pulling together, united in objectives that are, ultimately, mutually beneficial.

I’ve always found that the best results come from working together, respectfully. As a consultant or agency, you must respect the client’s business, goals and knowledge. As a client, they should respect your expertise, experience and ability to achieve results.

Keeping an open dialogue is an important part of any good client/agency relationship. Both sides must ask questions and listen to answers. Trust is key, and that might be trust that’s earned over time, rather than gifted instantly (which is one of the reasons we always start off with a three-month trial with clients).

Crucially, if you’re going to work together well, a relationship needs to be forged, and the best relationships see you working alongside each other, I’d argue, as partners. That means being honest with each other, and discussing the fundamentals as a team. In the past, agency make up and models have meant we haven’t been able to walk away from a client that doesn’t work with us in this way. But at Carnsight, that’s not the case.

So for me, a client/agency partnership in this spirit isn’t just nice to have. It’s an essential.

Is your small business wanting to start PR without blowing big budgets? Read our blog for top tips on PR for small businesses.

We’ve shared many tips on crafting the perfect press releases here at Carnsight Communications and even what to avoid when pitching to journalists. What we haven’t done so much is provide detail on when is the best time to pitch your news. In this blog, we take a look at the most effective days and times to pitch, along with days to avoid. We also look into how current news events will affect the results of your pitching.

Bear in mind that this is based on averages and stats – so these are guidelines only, rather than rules to be set in stone.

Best days of the week to pitch?

So, you’ve crafted a great, newsworthy press release, but you’re finding the results aren’t quite what you’d expected. This could be down to a simple factor such as the time or day of the week you’ve sent it.

When is best to send your press releases to publications? According to many studies, the best day to send your news is on a Thursday. Press releases emailed on a Thursday tend to have the highest open rate.

Many people think sending press releases at the start of a new week would be the most effective time. Actually, Mondays are actually considered one of the worst days of the week to pitch press releases. This is likely to be down to the fact that people are catching up on a Monday, with emails and planning out their workload for the week ahead. Journalists tend to have overloaded inboxes on a Monday so your news tends to get lost amongst the mayhem. Also, it’s best to avoid Fridays when sharing press releases.

Best time to pitch?

So, we’ve looked at the best days to pitch press releases, now let’s look further in to what times of the day are considered most effective.

This is a really important factor when pitching your news. It will play a key part in your news being published.

Studies have shown that the best time of day to send press releases is between 10am and 2pm. Editors tend to open about one third of all emails received between this time. It appears sending press releases before 10am is less effective and open rates drop significantly between 6am and 10am.

Open rates considerably drop off after lunch time so try to stick within the 10am – 2pm window. Also keep in mind to be unique in the timing of the hour you send out your press releases. For example, many companies will pitch on the hour (11am) or at half past the hour. If you send at 13 minutes past you’re more likely not to be swallowed up by competition.

Be mindful of current news events and any holidays!

Using the above times and days of the week to pitch is likely to increase your chances of publication. However, it’s important to keep in mind current events and any holidays that may affect your chances also. Hold off pitching in times where the media are likely to have a focus elsewhere. Are there special holidays such as Christmas or coronations to be mindful of? Are there any breaking news stories or current events that are happening at this time? If so, your news will be lost. So these times are worth avoiding at all costs as your news will not be seen as a priority.

Keeping this information in mind will help your press releases get the results you want.

Remember there should always be a clear angle in your press releases, meaning a journalist should have a reason to cover the news and to tailor it depending on who you’re pitching to. Never, ever send it out to a blanket list. And always research who you’re sending it to and make sure it’s relevant. Otherwise, you’re likely to be junked.

Some more great tips on writing press releases can be found below but if you’d like any further tips, check out our frequently asked questions or FAQs about PR.

Why do we use different strategies?

Different challenges require different PR strategies. Mostly, it’s good to use a number of different techniques together, to get your messages heard by the right audience. After all, people need to experience a range of touchpoints before they engage.

What are the different PR techniques?

This blog post outlines some of the different PR strategies we use that work to help your business to get noticed by the right people at the right time, raising brand awareness and building stronger connections with your audience.

1. Press releases / Newsworthy stories

We use press releases to talk about an event, milestone or launch. They’re a useful tool any time you have something ‘newsworthy‘ or important to share. Press releases are pitched to press, usually for news stories but can also be kept on file to feed into longer features journalists are writing.

Here are some examples of ‘newsworthy‘ stories we’d write press releases around:

Product launches
Brand launches
Partnership announcements
Hiring new executives/senior team members
Interesting events

2. Case Studies

Case studies are essentially ‘the ultimate customer review’ and are used to show off a scope of work for a specific project or client and results achieved. They could also be people case studies – where a person testifies to what you’re communicating – for example a beauty case study talking about the amazing results your product gave them. Case studies can provide that human element in an article by telling your audience that your work is trustworthy and they help to share details into practices used in achieving the results.

3. A product feature / placement

A product feature or placement is where a particular product appears in a publication and includes details such as pricing and specification of that product along with brand details. You often need to provide the product to a journalist for a trial or photograph to receive a placement. These could also include seasonal gift list features (for example at Christmas).

4. Thought leadership / opinion pieces (Op-eds)

Thought leadership content and ‘opinion pieces’ (‘op-eds’) encourage the author to relay their personal opinion and thoughts on a specific subject and allows the reader an insight into your specific expertise and views. These can be placed in publications such as industry press – for example a retailer’s expert opinion on a current retail challenge.

Benefits to an opting for a thought leadership or ‘op-ed‘ piece include:

Influencing your target audience
Educating on specific topics
Letting your audience get to know the people behind the brand and on a personal level
Gaining trust and establishing authority within your sector

5. Interviews / Profile pieces

Interview style features are useful to raise the profile of a brand or person, their background story and successes along the way. They can also help audiences relate to you and your brand. An interview gives you the opportunity to share details such as important achievements along your journey, or to tell a poignant story that resonates.

Interviews or profile pieces include background research from the journalist as well as insights from the person or brand. The character and human aspect of a personal interview should appeal to readers.

Depending on the kind of interview, examples of questions that could be asked are:

Which was the first huge success that you can remember?
What’s your one big hope for the future of the industry?
Do you have any heroes in the industry?

6. Reactive and proactive PR

What is Reactive PR?

PR and journalism move very quickly, meaning it can be hard work reacting to stories quickly. Reactive PR strategies involve responding to current news situations that align with a client’s expertise, industry, or goals. Furthermore, reactive PR allows you to be ahead of the game instead of playing catch-up. Instead of trying to create the news, the news comes to you.

This method of PR will sometimes require comments from industry experts which are then featured in specific titles. The journalist could provide a list of questions to answer which will be used within a piece. Or you could provide facts or commentary to support their story. These comments again work to help with brand awareness and trust in your business.

What is Proactive PR?

Proactive PR is taking the initiative to get the word out there using an active outreach and by finding the right media publications and contacts to work with. Most people consider using this method when building a PR strategy. By seeking opportunities and actively promoting your brand to your target audience, you get to identify and tell the stories that you want to share.

Hopefully that’s a good overview.

If you’re stuck on where you should start with content for your PR activity, we can help. Take a look at our blog which will provide you with many useful tips and pointers.

Originally posted on: www.carnsight.com

In the world of PR, there are two key categories to bear in mind: business-to-business (B2B) and business-to-consumer (B2C). Both types of PR involve promoting a product, service, or company to a target audience, but there are some key differences between the two.

At Carnsight, we offer both B2B PR services and B2C PR services. This is because the skills are applicable to both and, as a team, we’re worked hard to develop our abilities in each element and area of PR. We understand the subtle and not-so-subtle differences between a B2B project and a B2C project and we’re able to adapt our approach accordingly. Today, let’s explore these differences together.

Target Audience

The target audience is perhaps the most significant difference between B2B and B2C PR. B2B PR focuses on reaching out to other businesses, while B2C PR targets individual consumers. In B2B PR, the target audience is typically made up of decision-makers within a company who have the power to make a purchase on behalf of their business. In contrast, B2C PR targets a much broader audience, aiming to reach the everyday consumer who may be interested in a particular product or service.

Messaging and Content

The messaging and content used in B2B PR and B2C PR also differ. In B2B PR, messaging and content tend to be more technical and informational in nature. B2B PR focuses on educating businesses about products or services that could benefit their company. B2B PR often involves sharing detailed whitepapers, case studies, and reports that demonstrate how the product or service can solve a specific business problem.

The messaging in B2B PR typically focuses on how the product or service can save the business money, increase productivity, or provide other tangible benefits. The content can be data-driven, analytical, and focused on the product’s features and specifications.

B2C PR messaging and content tend to focus more on the emotional and experiential. B2C PR aims to create a connection between the consumer and the product or service. B2C PR often involves creating content, such as videos, social media campaigns, and influencer partnerships, that can capture the attention and interest of a broad audience.

That being said, the decision-makers we’re trying to reach in B2B PR are still human, so emotion and experiences are still important. This could be a whole blog in itself but it’s key to remember that B2B can’t be dry and has just as much opportunity and obligation to engage and excite the audience as B2C. What matters is that the content that engages and excites the two different audiences will differ slightly.

Relationship Building

Relationship building is critical in both B2B and B2C PR as it’s essential to establish a sense of trust and credibility with other businesses or consumers. PR professionals may focus on building long-term relationships with industry influencers, journalists, and other key players within their target market. They may also attend events like launches, trade shows, conferences and fairs to network.

In the case of B2C, PRs often focus on creating buzz and excitement around a product or service. They may engage with influencers and social media personalities to create hype around a product launch or promotional event.

While B2B and B2C PR may share similarities, the target audience, messaging and content, and relationship-building strategies are different. Understanding these differences is critical for PR professionals looking to develop effective strategies and campaigns that will resonate with their intended audience.

However, it’s key to remember that the skills and techniques are universal, and people buy from people. The best PRs always have this front of mine.

Identify your news:

Drafting:

Review and approval:

Distribution:

Follow-up:

Measurement: