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Originally posted on: www.carnsight.com

There are a lot of words and phrases businesses use internally that don’t work so well when it comes to PR. Writing for publication in the media is very different from writing for your business website or internal comms. While creative and enthusiastic language is often encouraged when it comes to writing for yourself, the media doesn’t always appreciate that kind of flowery language. In this blog, let’s discuss why this is the case and how you can ensure your language is fit for PR.

Words are precious

Think of it this way – journalists are writers. They’ve worked hard to hone their craft and in their profession words are precious. Every word has to serve a purpose – to ensure the piece has the desired effect on the reader, to maximise that effect within a very tight word count limit etc. Because of this, clarity is paramount. The problem with flowery language is that it’s often unclear.

What does it mean really mean?

So, let’s get specific here. What unclear language am I referring to?

Words and phrases like innovative, out-of-the-box, game changing and state-of-the-art sound great and all, but what do they really mean?

These are the kinds of words and phrase to avoid.

It comes down to showing not telling; state-of-the-art how? Innovative how? It’s not that there are blanket bans on these words, simply that they have to be justifiably used.

The proof is in the pudding

Ultimately, if you’re going to use grandiose words and phrases then you better be able to solidly prove they are applicable.

This also applies to words and phrases such as best, biggest, first of its kind. These superlatives should only ever be used if you can definitively prove that they are true of what you’re saying. Journalists will do their research. If there is bigger, they’ll find it. If it’s been done before, they’ll find it. Don’t try and make a bold claim that you can’t back up.

Keep it simple

PR isn’t about adding big bold claims that can’t be backed up to sound impressive. PR is about finding the interesting part of every story. It’s a PRs job to dig through to the good stuff, and if a story truly isn’t newsworthy, it’s their job to be honest about that.

Want to know more about maximising your chances of getting featured in the media? Our blog is packed full of information. Consider checking out or blog posts on how to write a good press release or things to avoid when pitching to journalists. PR Week also have a fantastic article covering 15 things you might have been told about journalists that aren’t actually true. 

In my 20+ years in marketing, I have heard my fair share of reservations from clients about outsourcing copywriting for their business. They know they need an external resource to get through the work, and they know someone else out there can probably do a better job than their already stretched internal resources. But they worry that their website, feature article, or business blog won’t sound like them if it’s written by someone else.

This is an important point to address, particularly when talking about blogging because your business blog should be an accurate reflection of you and your brand. One of the major benefits of a blog should be that existing and potential customers can get to know you better.

How can this be achieved if it’s being written by anyone outside of the company?

The answer: because that’s what copywriters are trained to do.

A good copywriter won’t insist that you adopt their style of writing in your marketing communications. They will take time to understand your business values, learn your voice, and adapt their style to suit your company. Of course, they will need your input up front on the topics you wish to cover, and the tone of voice you want to portray. For example, are you looking for a serious and authoritative business blog, or are you looking for something a bit more casual and fun? But once these ground rules have been established, they should be able to be left to their own devices to create the glorious content you’re looking for.

The outcome is advice and information for your clients that sounds like you, but better.

I am very grateful to have received feedback from clients many times to say that a piece of writing I have completed for them was exactly what they wanted to say but more eloquently put, or that I have phrased something in a way they wouldn’t have thought of. This is a benefit I can offer as a result of over 20 years of writing copy for different clients, multiple PR & Marketing courses, qualifications, and being able to dedicate all of my working hours to the one task of writing.

Shock, horror, I’m losing control!

Sometimes people are simply nervous of the loss of control. Which as a complete control freak myself, I understand! So, bear in mind that it doesn’t have to be an all or nothing partnership. While I wouldn’t recommend physically collaborating on a piece of writing and having more than one writer producing the bulk of the content (that would just get messy), I would always encourage clients to work as closely as they feel comfortable with their writer.

For some this means downloading content ideas and leaving their copywriter to it, but for others for whom this is a new concept, they offer up ideas for the blog but might also offer feedback on some initial bullet points during the planning phase, and work together on the editing process once the work is complete. We don’t always know what we like or don’t like until we see it. If you’re honest about your likes and dislikes in a piece of writing, your copywriter will continue to tweak the style until they are supplying copy that you are completely happy with first time, every time.

I can do it myself

You may be reading this thinking that employing a freelance copywriter is nice in theory, but that you are able to write your own business blog. You’ve done it before, you can do it again. But as your business grows the issue isn’t talent, it’s a lack of time and thinking space. You need time and space to allow the creative juices to flow sometimes, and often you need to research a topic to make sure you have your facts straight. All of this takes time, which becomes in shorter and shorter supply as your business grows.

Shoehorning your business blog into someone else’s role in the organisation won’t work.  

 Many companies that try to maintain control over their blog content internally end up with an inconsistent blog that doesn’t sound like them anyway because the posts that do make it through, have been rushed. It’s not negligence on the part of the internal writer, but if there are customers to serve, you and your employees will rightly put these customer facing tasks above a blog post.

It can feel counter intuitive at first to spend time recruiting a freelance copywriter but handing over your business blog to a third party is a fantastic way to save time, guarantee the consistency of your business blog, and ensure it continues to sound like you. Because it isn’t rushed. It can remain a well thought out and considered blog, with enough time spent on each piece to sound like the quality focused company you want to portray.

Newsjacking is essentially when you take advantage of a current event or trend in an attempt to generate media attention and boost brand exposure. There are endless examples of newsjacking out there from big-name brands in all sectors. The recent England win in the UEFA Women’s EURO is just one example of a news story that brands have capitalised on:

• Leading pizza chain Domino’s rebranded one of its stores to honour one of England’s European championship winners who once worked at the outlet.
• A Royal Mail campaign showed a football-shaped parcel addressed to “Home”.

There are definitely pros and cons to newsjacking, but when done well, it can be a great way to give your business a little publicity boost.

When you can and can’t newsjack?

The important thing to remember is that you can’t and shouldn’t newsjack every story. There are some factors that are vital to consider:

• Tone – What’s the tone of this piece of news? Is this a suitable story to comment on? Is it controversial? Is it your place to speak? Is it sad news not to be taken lightly?
• Brand Messaging – You have to know your brand well enough to know what stories will work and what stories won’t. Can you create content that both fits this news story/trend and is in line with your brand messaging? Is it in character for you to hop on this particular piece as a brand?
• Relevancy – The last thing you want to do is hop on an irrelevant bandwagon too late. Act in a timely manner and always ensure that all other of these listed factors apply.
• Purpose – Newsjacking usually fulfils the purpose of being entertaining or educational. Think about what you have to offer with these things in mind and think about that from the perspective of the everyday layman, not your business.

Social media and newsjacking

The news and social media come hand in hand now. Newsjacking doesn’t have to just mean traditional newspaper, or broadcast coverage stories. It also applies to trending memes, hashtags etc. ‘Memeification’on social media is one of the most popular ways you can tap into trending conversations. Getting into the nitty gritty of what a ‘meme’ even is is probably a whole other blog post, but do drop us a DM on socials if that’s something you’d like us to delve into.

In conclusion

Newsjacking provides brands with an incredible opportunity to get involved with popular conversations and get their brand personalities noticed. That said, a note of caution for those tempted to give newsjacking a go: Feeding off a news story, depending on the nature of it, can seem insensitive or exploitative if done incorrectly. Newsjacking is a strategy that should be thought through clearly before acting. Speed is also key and so companies who have the systems and processes in place to put quality content out there quickly are the ones who will be able to reap the reward.

PR is a fast-paced yet rewarding career. We’ve all heard the saying that ‘life is too short’ right? So why waste your time in a career that doesn’t make you happy?

Being happy at work and loving what you do is an overall productivity booster. It’s a known fact that when you love what you do and feel happy at work – you tend to see a boost in your productivity and it enhances your staff’s performance. People who enjoy their job will more likely be motivated and produce a higher quality of work! Carnsight Communications recognises the need to ensure a healthy working/life balance.

PR: Why Carnsight?

For those of you who know the team at Carnsight Communications – it’s quite likely you will know that we all enjoy our roles. Carnsight Communications is a great company to work for with a flexible approach to a work/life balance.

Did you know, according to a 2021 survey, that more than a fifth of UK employees (21%) like their job or employer less than they did pre-pandemic? And nearly half of those employees (42%) also said that their job had become boring, repetitive, or dull. While a further quarter of these people believe their job had lost all meaning!

PR can definitely not be labelled as boring – that’s just one of the reasons why people like me, love our work so much!

Why is working in PR so rewarding?

Here are some of the key factors that play a part in keeping us all happy at work at Carnsight Communications;

In PR, we work on a variety of topics and sectors

Firstly, we work on a variety of topics and sectors – each day is never the same! We are able to work on many different campaigns from product launches to crisis management. The role brings so much variety and is fast-paced which doesn’t allow for boredom!

The joys of a Coverage Buzz

Coverage Buzz – there is nothing more rewarding than getting coverage for our clients – the buzz never gets old! If you’ve ever experienced the excitement of securing coverage, then you will know exactly how exciting this is. The buzz is always heightened when sharing with supportive team members or clients and they share the coverage too.

There is always something to learn in PR

The ever-changing nature of the industry means we as PR professionals have to stay on top of trends and must continually evolve with the times to stay ahead of the game –  keeping us busy and our minds active! What’s not to love about learning and self-development?

The Dream Team

We learn from the inspiring team around us – each member of Carnsight Communications brings their own expertise and skillset to the company. We are all able to learn from each other and work together as a team to create the best solutions for each project.

Proactive and empowering

Having worked in PR for a couple of years now, I can positively say that PR is not for everyone. A career in PR is fast-paced and there is always work to be done. You must be proactive and find solutions to problems rather than hoping that things may blow over or pass.  This can be empowering.

PR involves so much variety on a day to day basis

There is always a number of projects to work on . This includes managing clients’ teams and ensuring you balance your time across them all can be challenging. PR professionals usually keep many plates spinning at once and that certainly keeps us on our toes!

If you are one of those people who said you now find your job dull or boring, why not have a think about starting a role within PR? Take a look at some skills needed for a career in PR and media here.

Or look further into the expectations versus the reality of Public relations here.

What is a creative brief?

A creative brief is a short document that sums up a project’s mission, goals, challenges, demographics, messaging, and other key details. Typically produced by the person heading up the project, a creative brief outlines the problems to solve and offers the tools they might need, without prescribing a solution. 

Why do you need a creative brief?

To start – you need a plan! A solid creative brief ensures everyone is on the same page before the project has begun and acts as a guiding north star throughout. Simultaneously allowing a project to stay on track, whilst underpinning the creative concept and strategic thinking.

A creative brief helps align everyone on the task at hand. Even the best creative minds in the world can’t solve a problem they don’t understand. More than just an arbitrary document, it is a tool that allows for clear and thorough communication from the very beginning of the design process. It prevents potential last-minute project changes, misunderstandings, and conflicting objectives along the way. 

Marjorie Newnham, Project Manager at Fiasco Design, adds: “With larger projects that involve multiple stakeholders and various rounds of creative, it’s especially important to agree on the deliverables up front, so there’s no potential for confusion later down the line.” Establishing parameters and crucially –  building trust, at the beginning will help ensure a smoother project journey.

Who is a creative brief for?

It’s quite likely that the people who will use the brief are an external creative agency who may not be familiar with language that is specific to your industry. So it should be accessible to a designer or web developer, for example, and avoid lots of acronyms or jargon. However, worth adding that this doesn’t mean a creative brief needs to be dry! It’s meant to incite enthusiasm and possibilities.

Hayley Yates, Account Director at Fiasco Design, adds: “It’s valuable for us to know if a client’s been through a similar creative process before, or if this is their first time. It allows us to tailor our approach based on their level of understanding of the process, as the acronyms and jargon exist in our industry too!” 

What should a creative brief include?

Whilst not an exhaustive list, including these key bits of information will help a creative agency to understand and work towards your project.

1. Your company’s background, ethos, or mission.
   Firstly, begin with an introduction into who you are and what you do. This is particularly important when briefing an external agency who are likely to have limited information on your business prior to the project. Make sure to include the values that drive your business and your brand mission statement (if you have one), as well as unpacking the key products or services that you offer.
2. An explanation of the project, and how it fits into the overall strategy of your business.
   The bigger picture helps to understand what you are trying to achieve and why. Maybe your business has changed route and needs a refreshed brand identity to communicate this shift?
3. Your audience.
   Who is this even for?! Are you trying to tap into a new audience? It is helpful to share demographic information and any behavioural insights you may have already gathered.
4. What are you hoping to achieve?
   Essentially this covers: why are you undertaking the project? How will you know if the project is a success? Are there any measurable goals you are hoping to reach? Alongside this, list an outline of any specific deliverables you are hoping for, as well as any ‘nice-to-haves’.
5. Your competition and any challenges you anticipate.
   This is helpful to understand your unique position in the market, as well as the trends impacting your industry. If you have any particular elements you want to avoid as they are too close to a competitor, then you can note them here.
   
   In addition, if the project is large and there are various stakeholders involved, it may be worth listing them out. It allows the creative agency to understand who will be involved in the process and sign-off.
6. Any logistical details, including budget and time frame.
   Finally, it is helpful to include an overall timeline and note any particular key dates when you will need deliverables. If there is a big product launch, for example, it’s important you outline this. The available budget is also crucial to ensure resources are properly allocated and to avoid overspending.

Although it might seem like a lot of information to convey in a relatively limited amount of space, a good creative brief stays focused and to the point. Pages and pages of additional information should be unnecessary. The more you are able to distill your thinking into clear and concise points, the clearer it will be to the creative agency you’re partnering with. The brief process in itself, might in fact help to refine exactly what you’re hoping to achieve. 

Working at the intersection of brand and digital, we take our partners with us at every step of the creative journey. Our open and inclusive ethos helps us to create joined up work that sparks change. Looking to start a creative project? We’d love to hear from you: hello@fiasco.design.

Originally posted on: www.carnsight.com

Having a good website setup is essential before deciding to do PR for several reasons. When potential clients or customers hear about your brand, whether from a friend, another business, your social media pages or the press/advertising, you can guarantee that the first thing they’ll do is head over to your website.

If there is nowhere for them to be directed to, or even worse, your website is out of date, you instantly lose credibility, along with those potential clients you were after. Just think of how many times you’ve landed on a website that:

• Doesn’t load properly
• Doesn’t look modern and crisp
• Hasn’t been kept up to date

You immediately click off, never to return!

Remember, PR means your name will be published in multiple magazines, articles and newspapers. Potential clients and customers will need to be directed somewhere. I will be sharing three important benefits of having a good website in place before deciding it’s time to do PR.

Increases brand awareness

A website is an ideal place to showcase your brand and all that it stands for. You can do this through:

• The tone of voice used in your content,
• The design and layout of your website,
• the style of imagery.

The branding of your website should be in line with the image you’ve created on your social media pages or anywhere else. Having consistent branding online supports authenticity. It will allow your business to be recognised amongst your competitors.

Improves credibility

A webpage works as the face of your business, providing any potential customers/clients with “the perfect shop window” for all that you offer. It’s important to keep in mind that the layout of your website must be kept clean. Chaotic-looking websites won’t help you appear more credible!

Helps generate leads

Having a webpage means you are in control of keeping the public up to date with relevant information first-hand. You can post your business working hours, and contact details and even provide webpage visitors with a call-to-action on each page. When built properly, a website, along with your social media pages work together by attracting organic traffic through SEO.

I hope these tips have helped inspire you to set up a strong website or have given you some ideas on improving the one you already have. Remember, your webpage provides you with a professional platform to communicate who you are as a brand, as well as allows you to seize opportunities.

If you’ve read our post on why good photography is key in PR then you know a good photograph can make or break a media story. This is particularly true when it comes to headshots.

When you think of a corporate headshot you may think of white background, suit and tie, and cheesy pose, but in reality, journalists don’t want these kinds of headshots.

So what makes a good headshot? In today’s post, we’re breaking down the dos and don’ts of headshots for PR. Follow these guidelines and you’ll be sure to have images any journalist would be delighted to publish.

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DO – Ensure there’s an interesting background. Even better if they can reflect you as a business, your values, your location etc.

DON’T – Use a plain white or block colour background. And don’t use black and white – colour shots please.

DO – Take personality-led, relaxed images.

DON’T – Stand in stiff poses or take stylised images.

DO – Take full head and shoulders shots (priority) and full body shots only (nice to have for the senior team)

DON’T – Use crops.

DO – Have a mix of landscape and portrait shots. The resolution must be at least 300dpi at A4 size. Online media particularly welcome landscape shots to work with the format.

DO – Take individual shots plus joint shots of the management team and the whole team.

DO – Think about images that tell a story and convey emotion – in-action shots are nice.

NOTE – Props can be helpful as long as they don’t clutter the image.

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A good shot could make the difference between coverage and not. Make sure your photography is stand out.

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If you’d like to read more about how to get great photography for PR you can read our blog with some top tips.

 

The names Kardashian, Musk, Rogan and Winfrey are now just as well known as the likes of Apple, Microsoft, Coca Cola and Nike. 

Whether you love them or hate them, their fame, notoriety and adoration are unquestionable. The Kardashians boast hundreds of millions of social media followers, Joe Rogan is the world’s most listened to podcaster and Oprah Winfrey is the very definition of the word mogul.    

Individuals now hold just as much value, as leading brands… and this is all achieved through the power of personal branding.  

Origins of personal branding  

On this, there is much debate as to who conceived the idea of personal branding. Many claim it to be Tom Peters in a 1997 article The Brand Called You. However, history shows us that the ideals around personal branding existed long before the two words were coined together.  

It was once written about Henry VIII that what he sought was not gold or gems but virtue, glory, immortality and Alexander the Great conquered nations and brought along with him his own scribe to publicise his ‘great deeds.’ 

It is often thought that ideals around personal branding are a modern phenomenon, turbo-charged by the ideals of social media. This is not true. You need only look to the history books to see how the ideals of personal branding have been interwoven with historical leaders. 

What is personal branding? 

Personal branding is the practice of building an identity for oneself, based on a number of elements such as knowledge, background, experience and values. Once established, this identity is then strategically projected to the outside world. 

This is very much like brand-building for a business, it’s something that takes time, dedication, know-how and lots of time and patience.  

Personal branding in action can range from overt to covert. We see it in day-to-day life more than we think. Magazine covers, newspaper articles and social media streams are filled with personal branding activities, and these are some of the most overt examples of it in action. 

But the more subtle elements of personal branding can fly under the radar, being noticed only in a more subliminal manner. 

Why is personal branding important? 

Simply put, strong brands help you attract more customers, it helps with longevity and helps to tell your story, and build authenticity and trust. This is a strategic process with many benefits for both the individual and any brand or business they may be affiliated with.   

Consider the personal brand of Steve Jobs. At the peak of his powers and the resurgence of Apple as a brand powerhouse. Brand Jobs and brand Apple were intertwined and interchangeable. Apple’s success could not have happened without Jobs.  

Building a personal brand is a strategic process with an array of benefits for you and your business. A strong personal brand increases your authority and trust, shapes the way you’re perceived, boosts your competitive advantage and can provide great credibility and trust.  

Building a personal brand 

Creating a personal brand takes time, effort, and dedication. Having a distinct and well-thought-out personal branding strategy is key. 

1. FIGURE OUT WHO YOU ARE

Every strong personal brand is routed in a unifying identity. This is built around the core drivers, motivators, interests, and beliefs of the individual. This is the keystone of building an authentic brand  

Example: David Attenborough is perhaps the shining example of a personal brand in action. A man who has used his passion and his knowledge to tremendous educational effect, endearing himself to a global audience in the process.

2. THINK ABOUT WHAT YOU WANT TO BE KNOWN FOR

Once you have the who, think about that what… namely ‘what’ do you want to be known for.  

Example: Margaret Thatcher wanted to be seen as a leader, so the image of the Iron Lady was created. A change in physical appearance and numerous photo opportunities reinforced this. The famous Tank driving image was one of the most powerful in setting the tone for The Iron Lady.

3. DEFINE YOUR AUDIENCE

Trying to appeal to the masses straight from the get-go does nothing more than dilute your brand.  

Instead, try focussing on defining a specific niche that’s well-aligned with your ethos and what you want to achieve. You can build your audience over time, but don’t make the mistake of trying to go too large too soon.  

Example: Joe Rogan didn’t become the world’s biggest podcaster overnight. He started in the world of mixed martial arts and stand-up comedy, building a fanbase over years before branching out to podcasting.

4. SHARE YOUR STORY

People want to connect with people, and sharing your personal story and your professional success is one of the best ways of endearing yourself with a consumer base. If you don’t want to mix your personal and professional life, then talk about your business journey instead. 

Example: Gary Vaynerchuck famously ‘holds up five’ in his photographs. This is a link to his personal story. As a child, he longed for a New York Jets jersey, but his parents couldn’t afford one. So his mother knitted him a jersey, with his name and the number five on the back.

5. GIVE BACK

Corporate responsibility and empathy are important traits in personal branding. 

Now, as consumers shift focus away from praising multi-millionaires and billionaires for their achievements. Gen Z and millennial consumers are particularly concerned with brands and individuals who are mission-focused and have ESG on their agenda. This is why it’s important to cultivate an ethical and trustworthy image that sets you and your business apart. 

Example: Bill Gates is perhaps one of the most high-profile examples of celebrities giving back. To date, The Bill and Melinda Gates Foundation has given more than $50 billion dollars to causes throughout the world.

6. BUILD AN ENGAGING WEBSITE

An important aspect of building a strong brand is owning your domain and building a strong personal website. Creating a site under your own domain name gives people an opportunity to get to know you, associate more with your brand and in time and if applicable take up services you may offer. 

Example: simonsinek.com is a great example of using an online presence to boost personal and company brand. Sinek’s site is not only an extension of his own brand, but an effective vessel for his numerous coaching, classes, and written materials.

7. CREATE ENGAGING CONTENT

Creating and promoting content online is a great way to build and maintain your brand, as well as engage in various touchpoints which link to your brand and audience. 

You may choose to write articles or guest posts, contribute to online publications or start your own blog. But it must be noted that content needs to be maintained, as stale old content will reflect negatively on your brand. 

Example: Martha Stewart’s personal brand has had its ups and downs, but the fact that it remains strong and trusted is a testament to her own brand. Marthastewart.com is a great example of using content that’s reflective of an individual brand. The site is diverse and varied but all content featured is what we’ve come to expect from the perennial homemaker.

8. PUBLIC SPEAKING

Speaking engagements are fantastic opportunities to amplify your personal brand, and in some cases, your personal brand can be hinged around public speaking opportunities. 

It’s important to tailor the talk to your brand, speaking at an irrelevant event that brings nothing to your brand value is of no worth. Research the opportunities that are right for you and right for you and your brand.  

Example: Tim Robbins is perhaps the ultimate example of public speaking in action. His brand has been leveraged entirely around public speaking centrepieces. Robbins himself is an example of changing brand identity with the times, discarding the flash and brash of the 90s in favour of a more subdued and contemporary brand style.

9. LEVERAGE PUBLIC RELATIONS

If you want to build a personal brand to complement your business, PR is a powerful tool. PR and personal branding go hand in hand, PR experts and agencies can utilise an array of tools and skills to promote a public image. And they can also prove vital in crisis management scenarios.  PR can also be a strategic tool in advising and developing the strategic elements of brand strategy.  

Example: Like them or loath them, there’s no denying that the Kardashians have played a masterstroke in aligning public relations and personal brand. At every step, they have utilised and capitalised on media moments to advance their brand value… and their bottom line

Personal brand 

A lot of business owners disregard personal branding as nothing more than a vanity project, designed to game the metrics favoured by social media channels. But this is an underestimation of the power of a personal brand. 

Strong brands can help businesses grow, build and retain audiences and in-time increase the bottom line.  

Martha Stewart’s personal brand allowed her to navigate difficult waters and even a prison sentence and come out the other end in a strong and healthy position. Gary Vee’s rags to riches story has been utilised to build his brand and increase his own wealth and Bill Gates has taken every advantage of his charitable givings to generate positive brand publicity.  

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