AuraTalk issue 1 - PR e-zine for SMEs

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Information about AuraTalk issue 1 - PR e-zine for SMEs

Published on January 3, 2017

Author: AuraPR


1. AURATALK ISSUE NO. 1AURA-PR.COM F O R S M E s T O S T A N D O U T PHOTOGRAPHED BY LAURA SUTHERLAND - MITCHELL LANE, GLASGOW One of the biggest challenges for PR and SEO is assuming either everyone knows everything or no-one knows anything Amplify your message by supporting events with PR. We look at the Hello, My Name is Paul Smith exhibition PR has changed and now uses paid, earned, shared and owned media to form plans and demonstrate a return of your investment INTEGRATE PR & SEO ONE STEP AT A TIME PR & EVENTS: HELLO MY NAME IS PAUL SMITH WINNING IN MODERN PR

2. EDITOR'S NOTE Laura Sutherland E D I T O R - I N - C H I E F As a PR firm we're always looking to find new and engaging ways to create and use content. Content is what audiences seek, whether news, information, videos, 'how-to's' or tips and views. We then got around to thinking about our own content and what our audience will be looking for. A blog sometimes isn't enough. Yes, we're all over Twitter, Facebook, LinkedIn and YouTube, but sometimes simplifying things is required. We've now turned to a handy magazine. We want SMEs to smash PR and digital marketing. We want them to grow and we want to help them achieve success. Through a series of articles and guides we hope to help. We would of course be delighted to hear from anyone who requires a PR consultancy who can create and deliver awesome results. E: W W W . A U R A - P R . C O M


4. INTEGRATE PR & SEO IT NEEDN' T BE A HEADACHE. IT NEEDS TO BE SCALABLE PR and SEO can and should exist side by side One of the biggest challenges for PR and SEO is assuming either everyone knows everything or no-one knows anything. First tip – understand what people know and don’t know! Google’s algorithm updates present an opportunity for PR practitioners, mainly because we’re constantly generating content and we’re feeding Google with quality stories and ‘honest’ and relevant links. The updates discount spam and people trying to cheat to get ranked higher. Objectives should be the same for PR and SEO – everything needs to sit centrally, including strategy, reporting and evaluation. Reporting is about reporting, not targeting. Everything has a value and whilst we’ve come away from meaningless AVEs and moved onto Barcelona Principles, simple wording on the value of the activity could help people understand why it’s important. Top tips for integrating PR and SEO N O M A D I C | 2 4 Develop a year plan which allows the online and offline activity to work together, including social and email marketing too Develop a process for news announcements – timing is everything and it’s also nothing If possible, break your support material up into a few different posts e.g. one for news, one for a blog, one for a video, one for images from ‘the activity’ – Google likes a drip feed of content Get to know how to construct a great release which is SEO friendly Keep your media and influencer lists up-to-date Build relationships with influencers – define, evaluate and engage with them

5. PR & EVENTS Amplify the message. Hello, My Name is Paul Smith The Lighthouse, Glasgow

6. STRATEGIC EVENTSExpert advice for exhibitions and events September is a busy month for exhibitions in London as it tries to promote itself as the design capital of the world through the London Design Festival. 350 events and installations are staged by hundreds of different studios and individuals from around the world in many venues across the city. In particular we remember all the commercial interiors businesses exhibiting new products and designs at 100% Design and Decorex. The vibes at these events are fantastic. Years ago when the recession hit, we thought 100% wouldn’t last many more years. Exhibitors and visitors were in serious decline. But it has bounced back and is now even bigger and better, attracting some of the biggest names in design and interiors globally. Here’s our top success tips for a great exhibition experience: Know your visitors Understand who your visitors are. You should know this before anything else! The more knowledge you have about the audience (the people who attend the exhibition), the more relevant and informed strategic decisions you’ll make. Prepare your strategic goals and KPIs Your strategic goals will match your overall business objectives and comms/PR plan. Don’t just turn up to be seen. Exhibit to gain something for your business. Key Performance Indicators (KPIs) will assist you in figuring out how to measure your goals. Briefing designers Successful stands communicate with audiences quickly and effectively. The key to attracting people onto the stand is to have interactive things for people to do – screens with video, ipads with apps etc. Keep text to a minimum. Make sure your concept is in-line with your wider PR and comms strategy which will of course be supporting the business strategy. Brand and product positioning is important but keep your stand free-flowing and open. It makes people feel like there is room for them! Other things to consider: audio, hashtag, URL, marketing materials, place to hide staff personal belongings! Choose your team wisely Well groomed, approachable, good listening skills, knowledgeable about the brand and product/service… Make sure your team are ‘social’ and proactively using the platforms that your customers use to engage them whilst they are at the exhibition and from afar. Photos, video and live blogging is all great! Make sure you use the official hashtag of the exhibition as well – this ensures you are visible to all attendees following the hashtag, not just your immediate audience. Ensure you capture data Data capture is the golden nugget since addresses were used for direct mail. Now, email marketing can be particularly effective for both current and prospective clients. It’s a way of keeping your brand front of mind and presenting an opportunity that’s only a click away. Make sure you prioritise the leads as you capture the data. Tell everyone you’ll be there If you don’t tell them, they might not know! Make sure you’ve submitted images, video, press releases and social links to the exhibition organisers for the website and exhibition programme. This is free promotion and marketing, part of your exhibitor rate. If you’re including your own advertising in the lead up, ensure you tell people your stand number on all your adverts so they can find you. Send an email to clients and ensure your social activity follows the stand build, the exhibition build-up etc keeping everyone up- to-speed with the exciting developments. Choose relevant and branded merchandise to giveaway Don’t just buy a product for the sake of it. Really think about how it relates to your stand concept and how it will make the person receiving it feel and use it.

7. On-site press office Press Offices are great for leaving press packs for press that pick up a bundle of press packs, but make sure yours stands out! Journalists can be picking up 50-100 press packs so yours needs to stand out and it should also be really easy to manage! It’s a good idea to make all your press appointments in advance and if possible, on the stand. Make sure you have actual news for them and it’s not just the company background you’re handing over. The press also love samples and invitations to one-to-one appointments in showrooms. Be sure to invite them to any events you have organised around the exhibition. For example a launch or wrap drinks party. Follow up This is critical and should be personal. It might be in a traditional letter or a personalised email campaign. Make sure there is a call to action for the reader too. You can track opens and clicks and shares with a platform like MailChimp or your CRM may be capable of this. This gives you a flavour of the level of detail and attention you need to pay to have a stand out exhibition stand. Our expert PR and marketing advice for a successful exhibition will stand you in good stead. However, there are many other activities we could go on to discuss, such as integrating digital in exhibitions. We’ll leave that for another issue! Lotus Cars International first drive of the Lotus Evora West End Festival, Glasgow The Electric Gardens

8. 8 WAYS TO DEVELOP YOUR OWN CONTENT N E V E R B E S T U C K A G A I N F O R I D E A S It’s something many bloggers and PR people find difficult to be inspired by – a blank content calendar! Turn it into a positive and follow these steps. Content, after all, needs to be relevant to your audience, so where better to start? #5Ask your audience! Create a Twitter poll or ask your audience directly, what they might want to read about #6 Similar to the above, but using someone else’s content, ask someone to write a guest post for you – someone who has credibility and can add value to your site #7Think of other ways of presenting your blog – for example, if there is a meaty conversation you had with someone about a specific topic, invite that person to do a podcast with you, or perhaps a video #8 Reading books other blogs and papers can really liven your thoughts and indeed own opinions about topics and news. Always keep a pen and notebook beside you for those ideas #1 Imagine what your target audience might search for on Google. What key words would they be typing in? Right them down! These key words will be great for helping your SEO in your content #2 Listen to your customers, staff and clients – a source of topics from the staff room to your social channels #3 What’s the latest in your industry? Is there a topic, such as a scandal, that you can comment on? For Aura, this blog is useful to clients we work with to help develop content for the online and social channels #4 What are your peers talking about? You don’t want to be behind! Subscribe to similar blogs, emails and set up a Google Alert

9. WINNING IN MODERN PR Modern public relations no longer focuses on how much press coverage we can achieve and it also no longer continues to churn out content that's boring and irrelevant. If you think about it, public relations has always been about building relationships with public/audiences and maintaining the reputation of a business or organisation. Aura has been working over the last few years to try to educate clients about the importance of research, planning and having a strategy which supports business objectives. It's essential to have goals and to measure the success of any work. News, purchasing and information is now all done using smartphones and tablets. Our bespoke strategies reflect where your audiences are and what they are talking about. Our digital marketing and PR services take this into consideration. Your business objectives are at the heart of any activity whether it’s raising awareness or generating leads. We work with clients to understand their business, immersing ourselves in every aspect. Our PR services start off with people, understanding, planning and preparation. Strategic goals and key performance indicators are essential in every strategy, otherwise, what’s the point? The way in which PR operates has developed significantly over the last decade. Our PR services now use the PESO model, covering paid, earned, shared and owned media. PESO demonstrates a proven return of investment. What Aura does know about you – you are looking to build a relationship with trusted, respected and results-driven people. We know that MDs and Chief Execs of SMEs are often time- starved and looking for a partner which can add value to the business and deliver results in-line with business objectives. This leaves you to get on with your own job. You also probably need solutions rather than problems being thrown at you every day. That’s where we come in! We get to know you and your business and we come up with solutions, answering questions about USPs, the market and the opportunities. We’re proactive (and reactive when we need to be), and we’re always creating opportunities, whether it’s through great content for your website, developing email campaigns for your customers or working on something creative across media, digital and web. With SMEs it boils down to money! You want a return on your investment. We want to demonstrate ROI on every activity we undertake. We understand that cash is king! We work in a flexible way, allowing you to either pay a project fee or a retainer – whichever way is easiest for you (and us) to manage. It’s a two-way relationship. We will have a clear plan as to what we are trying to achieve, who we are speaking to and how we will do that. Modern PR isn't rocket science. It's moving with technology and responding to customer demand. Aura's office in the west end of Glasgow

10. Aura works across the UK with a wide range of clients, large and small. We'd be delighted to hear from you should you have any enquiries. T: 0141 337 6712 E: Tw: @AuraPR

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