Social Media / PR Archives | Page 20 of 33 | Bristol Creative Industries

You know everything there is to know about your area of expertise. Fantastic! Congratulations! But how useful is that if no-one knows that you’re a fountain of knowledge? Part of being an expert in any given field is making that knowledge available and accessible to those who need it. Writing business blogs is a great way to do this, but there’s more to it than that.

You could argue that if you download all the information in your head into one lengthy article, or one comprehensive website, you have demonstrated your knowledge and proven your expertise. I’m afraid it’s not quite that simple. Firstly, how many people will read one long piece of text in one go? Most of us are time poor and when searching for information we need, we want quick answers to specific questions. And even if we did stop and read all of that information in one go, we’re unlikely to remember it, or where it came from, for very long. By publishing content regularly, it keeps you top of mind. The more often people see your name pop up, the more often they will be reminded you know your onions!

To position yourself as an expert you need to be seen. This means the more places you can publish content demonstrating your expertise the better. This may sound daunting, but for example if you write a business blog just once a month, you can likely the use the content of that to create several social media posts to dot post periodically each week. If you can secure positions in relevant trade magazines or local publications relevant to your audience, with feature articles about your areas of expertise (not a sales pitch for your business) people are more likely to perceive you as an expert.

When you know everything there is to know about a particular topic, you might take this knowledge for granted. Don’t! Things change quickly, so make sure you keep up to date with changing technology, systems, suppliers, and trends. If the rest of the market has moved on and you’re still talking about an out of date process or service, your audience will quickly tune out and find another more reliable source of information.

Sounds obvious, right? But when you have all the answers, you might assume prior knowledge in your audience that simply isn’t there. It’s often useful to go back to basics, as well as covering more advanced topics and ideas within your field of expertise. To make sure you’re hitting the right note with your audience, ask them what they’d like to find out more about. Or think about what questions you get asked on a regular basis – if a few people have asked you about a certain topic, there are probably many more people looking for the same answers online. If they can find the answers from you when they need them, it helps to build your reputation as an expert.

There’s nothing worse than needing to find out more about a subject, landing on a website or finding an article in a magazine on that very topic, and not being able to understand a word it says because it is full of technical jargon. There is always a temptation to prove how much you know by using industry specific terms, technical abbreviations, and acronyms. But trust me, not only is it not necessary, but it will put far more people off than it will ever impress. Perhaps you want to talk in depth about legislation in your field, or the technical aspects of a new product launch. That’s fine to do, as long as you’re explaining it in a way your readers will understand, not just a way that you understand.

To position yourself as an expert, it’s best to separate the sales pitch from the informative resource as much as possible. if you are constantly trying to push your product or service on people, while answering their questions, they’ll start to wonder about your credibility. For example, if you’re a home improvement company writing a blog about different types of front doors and you only cover the benefits of the products you sell, visitors may not feel you’re offering them an honest, balanced view. If, however you talk about the pros and cons of every available door, whether you sell it or not, they’re far more likely to trust you and eventually buy from you for your expertise.

It’s not an easy balance to strike, to generate content that demonstrates your expertise, without appearing too pushy and without assuming too much prior knowledge from your audience. But when done well, positioning yourself as an expert in your field can generate a level of trust among your existing and potential customers that is truly valuable.

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.

Business owners are busy people. I’m sure that’s not exactly news to any of you. The thing is, because of this, the business owners and management teams of the businesses we work with often forget quite how important it is to engage with the publications they actually want to be featured in.

We often ask leaders what publications they and their client base read. And we often get the same sort of responses: I don’t know, I don’t have time to read, it’s all just advertorial nonsense from our competitors anyway.

There are so many reasons that business owners absolutely must read the publications they want their business to be featured in. Some are perhaps a little more obvious than others. But today, we’re going to cover them all. Including how it’s a massive help with boosting your PR presence.

How do you know your business is the right fit for specific publications if you don’t even read it?

Lots of clients come to us with big-name publications they’d like to be featured in, sometimes its national newspapers and publications like Forbes and Refinery29, and other times it’s publications key to a particular industry like The Drum, TechCrunch or Property Week. The thing is, those publications are difficult to get into. Not impossible. But a challenge. And we can absolutely meet that challenge, but in order to break through in those popular publications, the content has to be absolutely spot on.

We try to be completely honest with our clients about whether or not a piece of news or thought leadership will be interesting to the media, or a specific publication. The reality is, some pieces, while strong articles and news pieces in their own right, just aren’t the right fit for the business owner’s dream publication. Perhaps it’s the subject matter, the style, the strength of the argument being made or even how the argument is made.

Business owners will be able to get a much better sense of this for themselves if they regularly read the desired publication. This will help them get familiar with the types of content the publication features and shares.

Why should a publication feature you when you don’t actively support it?

To expect to be featured in a publication that you don’t actively support and engage with can come across as rude and presumptuous to the very journalists you’re pitching to and trying to impress. They want to feature content from writers and thought leaders who respect and appreciate what they do as a publication. And it makes sense on your side too, what’s the point in being in a publication you don’t even like, or at least respect and understand the value of?

Not to mention, in a day and age where journalists are facing increasing pressure and smaller and local publications are having to close left right and centre, these publications deserve your support. If you need them to promote your business, then there has to be some give and take. You can read more about the importance of local press in a previous blog.

Read the publication, share your thoughts on the pieces on social media. If you think a piece is particularly pertinent, you could even reach out to the writer on social media and let them know how much you enjoyed it. And ideally, have at least one subscription for your company. It doesn’t have to be expensive, but it really can be money well spent.

Engaging with the right publications gets you noticed

If you do the things I mentioned above like sharing the articles you read and reaching out to the journalists who wrote them, you will start to get noticed by the right people. Publications appreciate their readers, particularly those most loyal and engaged with the content they produce. If you share any thoughts sparked by the articles publicly, then you might find you’ve shared a take that the journalist is really interested in. You can get a rapport going and may even be able to provide quotes for a follow-up piece if you’re lucky.

Reading makes you a better business owner/ leader

Ultimately, reading the thoughts and opinions of others in your industry will make you a better leader. It will broaden your perspective, teach you about things you didn’t previously understand, and keep you updated with the latest innovations and developments in your sector. Reading is good for you. There are ample studies that say so. And if you struggle with reading for accessibility reasons, or any reason for that matter there are usually a few things you can do:

But I really am time-poor!

The tough love answer to this is to make time. It’s an important part of your role. But I understand that there’s nuance here. And so, here’s a sneaky tip for those of you who want to read publications more but are genuinely struggling with finding the time due to business, childcare or other personal lifetime pressures:

Newsletters and bulletins – don’t have time to sit and read through an entire edition of a publication? No problem. Newsletters and bullets can provide a great summary of the biggest stories of the day. You can read them over breakfast, on your lunch, or even just skim over them with your morning coffee. Even just checking out the headlines on a REALLY busy day can go a long way in helping you understand the general goings on within a sector, though of course take the time to delve in deeper when you have the chance.

So, there you have it, plenty of reasons you should actually read the publications you want to be featured in. It’s really surprising how often this comes up.

I make a point of checking in with publications like PR Week, PR moment and Stylist (more for personal enjoyment) on a regular basis so I know what’s going on in the industry. I also read the bullets for all sorts of publications within the sectors we work in such as construction, advertising and marketing, business management and hospitality. And yes, it is my job, but arguably, it’s yours too!

Lodging & hospitality public relations specialist, Abode Worldwide, has appointed experienced agency leader and former Fleet Street journalist Neil Millard as Managing Director.

Millard joins the agency from Rhizome Media, where he spent nearly six years working across industries with a particular focus on property. Before that, he was a news journalist for some of the UK’s biggest titles, from the Evening Standard and MailOnline to the Sunday Mirror and The Sun.

His property experience — covering student accommodation, residential sales & development, offsite construction, fractional ownership, property investment, development finance, and mortgage lending — will dovetail with Abode’s six key lodging, living and hospitality pillars as the agency targets rapid growth over the next three years. Its focus will continue to be on technology solutions and enterprise level operators across short term rental, hotels, multifamily/Build to Rent (BTR), student lodging, coliving, and senior living.

Abode Worldwide was founded in 2017 by Jessica Gillingham and currently works with brands across North America and Europe. The company’s mission is to supercharge the authority and credibility of global tech pioneers and their customers as they transform the way we work, rest, and play. The team – which is hiring for new roles –does this by combining deep industry knowledge and extensive media and influencer relationships with continual fresh insight.

In the last year, for example, Abode Worldwide secured over 100 speaking opportunities for clients across podcasts, webinars, and conferences, in addition to hundreds more pieces of profile-raising proactive media coverage and thought leadership. To date, the agency has partnered with some of the biggest companies in the world of lodging, including ALTIDO, Bidroom, Breezeway, Boostly, Buoy, Guesty, Hostaway, Jetstream Hospitality Solutions, Key Data, Operto, PointCentral, Rentals United, Reside Worldwide, Revyoos, Safely, Uplisting, Xplorie and 3Sixty.

Jessica Gillingham, CEO & Founder of Abode Worldwide, said: “We’ve got big ambitions to be the premier global public relations specialist in the lodging, living and hospitality space, and Neil has been appointed to help us get there. He has a wealth of media know-how, fantastic leadership experience, and is a tremendous asset across the business and for our clients.

“He couldn’t join at a more important time, with the merging of the lodging, hospitality, hotel, short-term rental, and real estate sectors really picking up pace and we are excited to be at the forefront of this transformation for the technology solutions, operators, investors and their customers.”

Neil Millard, Managing Director of Abode Worldwide, commented: “The way we live is going to change dramatically over the next 20 years, and Abode Worldwide sits at an intersection where all these worlds collide. Whether it’s short-term rental technology, student accommodation, multifamily/Built To Rent, co-living or senior living — every one of these areas will see accelerating growth.

“This shift is happening globally, so it’s a magnificent opportunity for me to join an agency that looks beyond the horizon and already has more US than European clients. I’m really excited to join such a talented team. Jessica has massive ambitions for the company, and we’ll be winning business worldwide. A key immediate focus for me will driving our expansion and maintaining a laser focus on delivery for clients.”

It’s a new year and as always, things are changing in the world of social media. Here is an update on what’s trending.

The return of ‘real’ content on social media

The days of perfectly photoshopped content are long gone with users now favouring authentic content from both brands and influencers alike. According to a study by Stackla, 88% of consumers say authenticity is important when deciding what brands they like and support. Many users find raw and real content easier to relate to. So forget about having a ‘polished’ looking feed. Realtime is in!

To the point video content

Viewers continue to enjoy content in the form of short videos. However, these videos need to get straight to the point and fast. Studies show that the attention span of the average human has dropped from 12 seconds in 2000 to 8 seconds in 2015 (shorter than that of a goldfish!) Not to mention, there is a lot happening on a person’s feed, so you need to make an impression quickly before they scroll on to other things.

Micro and nano influencers are now being recognised

As we all become increasingly aware of how much influencers are getting paid to promote certain brands and products, our trust in them plummets. For this reason, a lot of us are turning to smaller influencers, usually local to us, for recommendations on brands, products and even lifestyle tips. These influencers tend to provide a more ‘real’ feel, showcasing genuine experiences which ultimately sell better.

Augmented reality is the future of sales

Augmented reality was first introduced on the social media platform, Snapchat, with most of us being familiar with filters that added funny animal ears, moustaches and so onto our faces. A lot of businesses have jumped on this trend including many make-up and fashion brands that have made it possible to try on items such as sunglasses and different lipstick shades virtually. Pretty impressive. It will be interesting to see how far augmented reality extends into different business industries over the coming months.

Audio content on social media is on the rise

Podcasts are on the rise again with many people opting to listen to a podcast over reading articles or watching something on a screen. A great way to keep a ‘busier’ audience, who might choose to listen to your podcast while running or driving, informed and up-to-date. If you’re looking to reach new audiences on new platforms, starting a podcast series might be the way forward.

Quality over quantity

Less is more on social media. Posting for the sake of posting is not the way forward – in fact, it might even lose you followers if you post weak content continuously. Quality over quantity is key.

Have you just started using social media for your business? We have shared some tips for beginnerson creating your social media business strategy.

In this blog, we want to help you identify the pros and cons of in-house versus outsourced Public Relations. Before we get into the nitty-gritty, let’s cover some basics…

Firstly, what do we mean by PR?

Having great publicity is predominantly down to how you’re perceived in the media, known as ‘good public relations’. Public relations (PR) refers to managing how you, the brand, or your business are viewed by the public. It works to maintain your image and circulate important information, news or events. The dictionary definition says it’s “the business of inducing the public to have understanding for and goodwill toward a person, firm, or institution”.

Public Relations with Carnsight Communications

Here at Carnsight Communications, we believe PR support is about creating strategies and campaigns to showcase our clients’ brilliant work. PR is not advertising. It’s more of an organic reach and isn’t focused on promoting products or services through a paid-for placement. The focus is on maintaining a positive and consistent image of the brand through the media.

PR – maintaining a positive image through media

Measuring PR success

Measuring the success of your PR strategy is different for each client we work with. We always start with objectives, which vary by client, project and industry. As a result, once these are defined and agreed we can measure against them using metrics to really get down to the core of the success of each campaign.

Now we’ve covered the basics, you’re in the right place to get your PR journey moving forward. But maybe you’re stuck on whether to choose an in-house PR manager or to outsource. It can be a complicated decision process. You want to be able to maximise efficiency and keep costs down where possible. However, many business founders are not familiar with PR or how to invest their budget to maximise their efforts.

Benefits of outsourcing PR vs In-house

1. Teams of individuals who bring unique expertise

Having a team of experts who work within an agency or consultancy has many benefits for your business PR strategy. For example, each professional will usually bring their own expertise in many forms of PR such as marketing/copywriting or even journalism. They are usually uniquely experts in a certain field of PR which brings weight to their strategy. You can dip in and out, using expertise where necessary, rather than relying on one person for everything.

2. Extensive media contacts within many sectors

Agencies tend to have extensive media contacts within many sectors built up over years to help them cast the net wider when reaching publications. They can also reach out to friendly networks to support them and are also likely to have access to resources and tools to help them identify new targets.

3. Hand the reigns straight over

The agency is also ready when you are, armed with all the necessary tools and expertise that you require. No need to go down the difficult path of recruiting for a PR position, which can often be a challenging task. In fact, not only can it be hard work, but you will need to trust that your in-house PR manager is going to have the relevant media contacts for your business. And that they will be self-starting whilst also needing to be guided through their day-to-day. Such as setting tasks and evaluating the results.

Outsourcing your PR hands over all of these reigns. The agency will come up with realistic strategies and will explain its process and expected results. As a result, you only need to provide your time every so often, which gives you more freedom to work and focus elsewhere.

4. No downtime – PR can be done on a project basis

Finally, a PR consultancy can be used on a project basis – it doesn’t always need to be retained. You can do set bursts of PR throughout busier periods such as product launches or announcing exciting news meaning there won’t be workflow or downtime issues.

Outsourcing your PR or recruiting for an in-house PR manager is down to what you feel suits your company best. It needs to be right for you, the business needs and your brand image.

If you’re feeling unsure of where to go from here, feel free to get in touch with us. You can also find some information on hiring a PR agency on the HubSpot website.

In the meantime, why not read our recent blog on the best PR tips for small businesses?

https://www.carnsight.com/2020/02/19/pr-tips-for-small-businesses/

The PR stunt. An orchestrated creative concept that has formed a debatable reputation for itself over the years. Stunts have also earned the title of ‘guerrilla marketing’ as ideas become more elaborate in a bid to shout louder and compete harder.

Used in the right context and at the right time, PR stunts can be the moment that makes your brand. Nail it, and you will join the likes of Greggs, Carlsberg and Tinder in the PR stunt hall of fame with a huge pat on the back. Get it wrong? It can be catastrophic for all those involved. And the really bad news? It is what you will always be remembered for.

What is a PR stunt?

It is an event or campaign that is planned by a brand to capture the public’s attention and increase awareness of its product and/or services. It often involves something visual and flamboyant in a crowded place that will receive maximum exposure and have a dramatic impact. Ideally then leading to an uplift of activity on social media channels or a flurry of sales for the company in question.

The best ideas are often the simplest, and if it is clever then it is more likely to be successful. Giving out free samples is a quick win, but if you want to be labelled a “disruptor”, you will have to think outside the box, and something more inventive than floating a large size inflatable down the Thames will be needed here.

When to do them?

Timing is everything so do your research and do not be afraid to postpone if something unexpected hits the news agenda throwing a spanner in the works – you don’t want to look insensitive or distasteful. Think carefully to ensure your chosen PR stunts complement your brand; they are usually accepted as comical and light-hearted concepts, so if this doesn’t match your company ethos, you may be undoing any hard work you have already done to establish yourselves. Remember, PR stunts take time and budget so you need to be 100% invested in the idea.

Of course, as budgets get squeezed and working from home is now established as the norm, it’s essential to consider if the PR stunt would have the same effect in our post-pandemic society.

Still unsure if you have a good idea to generate PR coverage? By avoiding a stunt and investing in a well-planned PR campaign, you will more likely achieve your overall objectives.

Here are a few of our favourite PR campaigns that have made headlines recently…

Sainsbury’s – launching their pop-up Sainsfreeze store at Box Park, London in September 2022, the supermarket chain aimed to help reduce food waste by showcasing innovative ways customers could freeze everyday foods they would usually throw out. Responding to the cost-of-living crisis and to statistics that the average family waste £60 per month on food waste, the campaign has received respectable media coverage.

Lime Bikes – the electric bikes and scooter provider acknowledged that after an eco-friendly commute to work, what would one do about their ‘helmet hair’? Partnering with Blue Tit Salons they opened a salon at Kings Cross Station in the summer of 2022 to offer complimentary styling sessions to all those in need of a quick re-do. A creative idea combined with a gap in the market solution equals a clever and successful PR moment.

Speak to us now on how we can help generate media coverage with a clear and concise PR campaign and not stunt. You will realise that the results and effects on your company will be better in the long run.

Let’s be clear – a press release is about something you’re trying to get coverage for, and this may well be a product or service you also want to generate sales for.

However, it’s the job of the release to inform and engage, setting everything out in a way that makes it easy (and desirable) for a journalist to write a news story about it. It’s not the job of a release to sell a product or service through using “salesy” or commercial language.

What do you mean by “salesy” language?

By sales language or commercial claims, I mean something along the lines of “Ours is the only solution you’ll ever need”. Or “That’s why it’s our product is the first thing you should turn to”. Language that makes claims that aren’t factual or can’t be clearly substantiated.

Editorial news stories are designed to give the audience something that’s interesting and relevant to them. They’re not designed to sell your product. That’s where an advertorial or an advert comes in. There’s more about the difference between PR and advertising on our blog.

How do I avoid creating a dry or dull press release?

The job of a skilled PR consultant or PR consultancy is first to establish what the news angle is (and even if there is an angle). And then to create a release that will work for your target publications.

It might seem like bold commercial claims make a press release more interesting, but actually, they’re the last thing a journalist wants to read. The easier and quicker it is to get your point across, the better.

We’ve written about creating press releases for every kind of business under the sun in our blog.

Where can I share my excitement for my product or service?

Your excitement can still come across in the release (it’s all in the way it’s wrapped up, as above). But if you want to talk about how you’re doing better than you would ever have imagined in your wildest dreams (and that’s a really valid thing to say), that’s where the quote comes in.

Your quote is everything you want to say in your own words. It should reflect your thoughts and capture your tone. You can either write it yourself, or you may want a PR consultant to write it for you. But either way, it’s where you can really express yourself and not feel as constrained.

The same non-commercial approach is true of comments you make for an article or longer opinion pieces you write for press purposes. They should also be non-commercial. They’re a chance to share your knowledge and expertise, not your sales messages.

There’s more about writing a press release – including a simple template to follow – on our blog.

PR touchpoints are the multiple points of contact that a company has with its customers/clients through public relations efforts. These can be physical, digital, or both, and they are used to communicate and engage with the public in order to shape perceptions and build relationships.

According to Rain Group, it takes an average of eight touches to get an initial meeting (or another conversion) with a new prospect. One isn’t enough, and this is just one of the reasons why we always encourage our clients to be open-minded when it comes to working with a wide variety of publications, not just one of the big nationals (where you’re less likely to be featured frequently).

Physical

Some common physical PR touchpoints include events such as press conferences, product launches, and trade shows, as well as more casual interactions such as networking events or social gatherings. These allow companies to present themselves and their products or services in person.

Digital

Digital PR touchpoints include websites, social media platforms, email marketing, online news outlets, and industry publications. These touchpoints allow companies to reach a wide audience quickly and inexpensively, and they are often the first point of contact for consumers looking for information about a company or its offering.

The benefits of multiple touchpoints

One of the key benefits of PR touchpoints is that they mean that companies can proactively shape the narrative around their brand and reduce the risk of negative publicity.

PR touchpoints can also be used to build relationships with employees and the media. By regularly engaging with these groups, companies can build trust and credibility, and foster a sense of community and connection.

Effective PR touchpoints require a well-planned and executed strategy, including identifying the target audience and determining the most appropriate ways of reaching them, as well as developing a clear and consistent message and tone.

In addition to traditional PR touchpoints such as events and media relations, there are partnerships with influencers or celebrities, experiential marketing campaigns, or interactive social media campaigns.

PR touchpoints are an important tool for companies to communicate with and engage their customers, build relationships, and shape perceptions of their brand. By creating a strategy that includes a variety of touchpoints, companies can more effectively reach and connect with their audience.

Why is it always a good idea to have a person as a case study waiting in the wings on a PR campaign? Because journalists love them and will usually feature your story if there is strong personal evidence to support it.

Reading reviews has become part of the buyer’s journey, and that’s what a people case study essentially is – the ultimate customer review that can make or break your PR campaign. People case studies are an independent voice that can add weight to your creative content and provide that human element in an article.

They are telling the world that your client’s product or service is credible, trustworthy and authentic. They are unique to your campaign.

So, you are ready to go, and you have got your case study all lined up to speak to the press and tell their story. But here are a few things to keep in mind to make sure it leads to a best seller and not ending up in someone’s bad books.

Do use a current case study. Media aren’t interested in speaking to someone who had their experience with your client pre-pandemic. Make sure they are relevant for today’s reader, usually within the last 6 months.

Don’t assume that your case study knows how to talk to the press. Give them a media briefing that anything they say may appear in print – even those little comments they thought might be “off the record.”

Do incentivise your case study. They are likely to grab the media’s attention and support you in achieving your KPI’s, so a gift voucher to their favourite retailer is a good investment.

Don’t forget images! So many case studies are cast aside because of a weak image. Make sure it’s good quality, requested size and shows the case study in a positive light if this is not possible – factor in a photoshoot pronto!

Don’t pitch far and wide thinking it’s a one-size-fits-all. Get to know your case study and find out which titles they want to be featured in and which ones they don’t. Are they age/gender appropriate for certain publications, and will they identify with the target audience? Investing in this research now will avoid unnecessary disappointment later.

Do use your case study for other channels. Feature them in newsletters, across social media platforms and on your website. There’s no better PR than a happy customer!