AuraTalk issue 3 - PR e-zine for SMEs

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Information about AuraTalk issue 3 - PR e-zine for SMEs

Published on January 3, 2017

Author: AuraPR


1. Photo credit: The Herald Magazine ­ shoot with Morgan Cars 2011 AURATALKHELPING SMEs STAND OUT Issue No.3 A human-centred process- driven exercise for innovation in business Our top five tips for using video in PR to excite, engage and get shares PR has the opportunity to embrace entrepreneurial thinking DESIGN THINKING IN PUBLIC RELATIONS THINKING LIKE AN ENTREPRENEUR USING VIDEO IN PR TO ENGAGE AUDIENCES

2. EDITOR'S NOTE E D I T O R - I N - C H I E F WelcometothethirdissueofAuraTalk.Iamreallypleasedwiththefeedbackfromourfirst twoissues,whichseemtohelpourclientsandindeedotherPRpractitioners. Inthisissuewethinkoutsideofthebox,lookingathowdesignthinkingprocessesand entrepreneursovercomechallengesandturnthemintoopportunities.Wecanlearnfrom otherindustiresanddisciplines- it'swhatmakesus innovative.Thebiggestopportunitywe haveistolearnnewwaysofthinkingandhowthatcanapplyto business/organisation strategy,ultimatelyleadingtosuccess. ThePRofessionalsPRfestivalwillbekickingoffinamatterofweeksandI'mworkingto developareallyengagingcoupleofdayswithspeakersfromNewYork,Belgium, Stockholm,LondonandofcourseourveryowntalentinScotland. Alsointhisissuewelookathowvideoengagesaudiencesandwetakeabrieflookatthe 2016WestEndFestival,whichtakesplacethisJune.BignameslikeBillyOceanandBelle andSebastianhavebeenannouncedtoperformasthefestivalcelebrates21years! Inthenextissuewe'llcoverThePRofessionalsandtakealookatwhatconsumerbrands needtobedoinginthesummer,planningforChristmas! Thanks- Ihopeyouenjoythisissue. W W W . A U R A - P R . C O M Laura Sutherland


4. Design thinking - human-centred processes In the past, design has most often occurred fairly far down in the development process and has focused on making new products aesthetically attractive or enhancing brand perception through smart, evocative advertising. Today, as innovation’s terrain expands to encompass human-centered processes and services as well as products, companies are asking creatives to generate ideas rather than to simply dress them up. 'Design thinking' is a method of meeting people’s needs and desires in a technologically feasible and strategically viable way. It attempts to inspire the essential element of creativity, the ability to take an abstract idea and create something with it. It’s based upon the fundamental belief that an unexecuted idea, one that is never realised, is a worthless proposition and that doing is equally as valuable as thinking. A big part of the Design Thinking concept involves empathy for those you are creating for. It’s often manifested through a series of activities, which attempt to create an experience of what or how your idea will ultimately be consumed. In public relations, a good example is in the way we map a customer journey, either through service, route to buying or user experience, for example online. It's essential that we understand the journey before we can start to think of creative ideas. Empathise Define Ideate Prototype Test The process...

5. The interesting part of Design Thinking is like the creativity it attempts to foster, the very concept itself is continually evolving. One example of a design thinking process could have several stages: Empathize, Define, Ideate, Prototype and Test. Within these steps, problems can be framed, the right questions can be asked, more ideas can be created, and the best answers can be chosen. The steps aren’t linear; they can occur simultaneously and can be repeated. The critical sixth step is to LEARN! Learn The distinguishing characteristics of Design Thinking? - Finding simplicity in complexity - Beauty as well as functionality - Improving quality of experience - Creating elegant solutions - Serving the needs of people - Design Thinking as a Strategy for Innovation When design principles are applied to strategy and innovation the success rate for innovation dramatically improves. Design thinking is at the core of effective strategy development and organizational change. Aura's top tips for developing design thinking in your organisation While learning to be a good 'designer' takes years, non-designers can learn to think like a designer and apply these skills to leadership and innovation. Hands-on innovation challenges will guide you through a design thinking process from start to finish. #1 Develop the 5 discovery skills that make up the Innovator’s DNA and optimise your ability to innovate #2 Examine the four primary forces that shape innovation and 10 types of innovation you can leverage #3 How to connect more deeply with customers to uncover opportunities for innovation #4 Transform insights and data into actionable ideas #5 Explore the tool-sets and skill-sets used by designers: empathy for your customers, idea generation, critical thinking, aesthetic ways of knowing, problem-solving, rapid-prototyping and collaboration. #6 Develop a wide variety of concepts for products, services, experiences, messages, channels, business models, or strategies. #7 Create and implement elegant solutions that create value for your customers, faster and more effectively.

6. Celebrating 21 years! Since 2011 Aura has worked with Scotland's largest community event, the West End Festival. Aura works with the West End Festival (WEF) to help raise awareness of the events within the festival programme and to position WEF as a leading event in Scotland - there really is something for everyone! So far this year, we've announced the dates, launched the programme, announced headline events and acts, including Glasgow's own Belle and Sebastian who celebrate 20 years, this year, Billy Ocean and many more. We've also just launched a crowdfunding campaign to help the festival bring back it's much-loved Festival Sunday in 2017. We're looking forward to celebrating #WEF2016 - Friday, 3 to Sunday, 26 June!

7. Thinkinglikeanentrepreneur... What does it take? PR has the opportunity to embrace entrepreneurial thinking Business skills and entrepreneurship are not the same thing. Business looks at financials, spreadsheets and marketing plans whilst entrepreneurs look at finding problems and coming up with solutions. It’s the way someone thinks. f you look at risk, for example, business will teach you how to mitigate risk and most people in business fear it. To an entrepreneur, risk is exciting, and creativity and innovation are essential. If you learn more about being an entrepreneur, you’ll learn how to embrace risk. Entrepreneurs love to collaborate, share and exchange ideas, even with potential competitors. Something PR is often guilty of running away from, thinking more like a business, guarding innovation and ideas. Being an entrepreneur isn’t a job, it’s about a way of thinking and approaching challenges and opportunities. Real entrepreneurs can flourish in any sector, whether it’s government, not-for- profit or business, as a leader or an employee. Entrepreneurial thinking allows people to identify the problem early-on and present a solution. Something all businesses and organisations absolutely require. For PR, entrepreneurial thinking is possibly one of the biggest assets a practitioner could possess. It fits with how PR practitioners have to deliver innovative and creative solutions to tell client’s stories and help build brands. Being the same as everyone else has never allowed a brand to standout. Diversity in PR is essential if we are to represent any business or organisation which speaks to diverse audiences. Technology is PR’s best friend. Technology is the common denominator for all new successful start- ups, including developing software, data mining, algorithms etc PR should be, arguably, scalable – entrepreneurs are focused on scaling their business, more rapidly, maximising productivity and delivering faster more efficient results. Thinking like an entrepreneur requires a unique approach to the world and a mindset to help view the world as limitless in its possibilities for improvement, change and, ultimately, innovation. PR seeks to change something. A lot of entrepreneurs don’t succeed first time. They learn and they develop as the grow. PR can apply the same thinking – when innovating with clients it may not always work out, but the learnings from that will help you improve going forward. Business is all about building relationships. PR is the driver of building and maintaining good relationships with a business’ publics. Relationships are essential for survival and growth. Entrepreneurs instinctively build relationships and keep growing them. Specifically, it means recognising and valuing the people who you will encounter in your business and personal life, and bringing them along with you on your journey. You have much to learn from others, just as they can learn a lot from you. As Richard Branson put it, “Other people have ideas also.”

8. Using video in PR to engage audiences Mobile is increasingly taking over a) how we consume media and b) our evenings! Do you sit on the couch with your mobile beside you? Guilty! The time has come for PR practitioners to up the tactics and start using video in PR. It keeps your audience excited, engaged, and you are effectively encouraging them to share the content. A study done by Forbes stated that 75% of senior executives surveyed said that they watched work- related videos at least weekly, and 52% watched work related videos on YouTube at least once a week. Cisco forecasts that by 2019, video will make up 80 percent of all consumer Internet traffic, up from 64 percent in 2014. They also forecast that every second, more than 1 million videos will be transmitted across the Internet. Some quick statistics: - Millennials turn to YouTube for instructions. - - 67% of these users say they can find a video on “anything I want to learn.” - 5 percent of all videos are responsible for 95 percent of all views. - Globally, a third of people watch more videos on their mobile devices than last year. Aura uses video for all of its clients, from the West End Festival, to The Lighthouse's exhibition and events, through to The Big Lunch. Each has its own YouTube channel for hosting the videos and URLs are used for posting on social. We also upload files directly to Facebook as it prefers direct uploads and will normally rank your content higher than if it was a link used. Here are our top 5 tips for using video in PR: #1 Storytelling - it says more than a press release You can capture emotions, allowing the audience to get a flavour of the brand's personality and an authentic approach is always the best. A real-life video can inspire people to take action based on the emotional connections. Think of the ad campaigns which have moved you to tears. Videos should be telling a story and gaining a reaction. Figure out what you want the story to do - what action do you want the viewer to take? contd...

9. #2 A picture says a thousand words - so what does video do in a minute?! It doesn't take much effort to watch a video, and with most videos being effective at 30 seconds, viewers can consume more information than just a visual image. Aura has started using iPhone for recording and iMovie for editing. A two-minute interview 'on location' can be quickly edited, topped and tailed on-site and uploaded immediately. Think about using sound-bytes rather than long- winded interviews . Give a top-level overview - short videos have been proven to get more views according to testing done by video management service, Wistia. #3 Authenticity -Testimonials are critical for businesses and organisations. The willingness of someone to speak in a positive way about their experience, you just can't buy. Well, you can, but then that's not necessarily authentic as it's paid for. Video testimonials are more effective and may take a little extra effort, but the impact of video will be greater than copy on a website. As I mentioned before, you can upload directly social platforms or you can upload to YouTube and use the link. This recent video Laura did for the West End Festival launch was shot on iPhone, edited in iMovie and uploaded to YouTube and directly to Facebook. It's had 1000 views on Facebook in less than a week! If we had a budget we could have paid to promote the post reaching a wider audience - but we don't. #4 Got a great news story or blog post? Turn it into a video Repurposing a news story into video is a great idea, particularly if the news was a success originally. If you have a blog post which was successful, why not take the key themes/points and turn it into a video? You could even do a mini series, taking one key point at a time. #5 Make it easy to share - Video, as owned content, is a great opportunity to promote branded content, in an entertaining and engaging manner. With sharing button embedded, video can be shared over multiple platforms with very little effort. The easier you make it for people to share, the broader reach you will have. According to YouTube’s social statistics: 17 million = the number of people that people have connected their YouTube account to at least 1 social service. 12 million = of those connected and auto-sharing with at least one network. 150 years = number of years of YouTube videos that are watched each day on Facebook. Over 50% = the number of videos that have been rated or include comments from the community. How Aura uses video: To activate launches and news announcements - once the news has been broken across print, broadcast and online media, get your video ready and start to share. Offer videos as part of a news story - some media outlets, increasingly, will use video content you provide in a raw format Think of video as a visual podcast - in the past we've used videos for discussion and debate Bring events alive - whether you pre-record a video for use at an event, record and broadcast live at an event or produce a video from an event Use video to entice sponsors - sponsors want to know what they will get and what the sponsorship is all about - show them, visually Trailer - get people excited about an event or piece of news coming soon by recording a trailer.

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 A highly creative, solution-driven public relations consultancy working across paid, earned and owned media.

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