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Posts from January 2018

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Tangible PR and 2018 - the year it finally becomes the norm



We are now four weeks into 2018 and it’s been a whirlwind already. What is clear is that this year will definitely be one of change all round as technology marches forward, the political landscape evolves, and our very own industry continues to turn everything we know on its head.

 

A few days ago industry title The Drum led with news that advertisers had started to feel the pinch with $10bn worth of media business under review. Is this a lot? Is this the norm? I’m not sure – with the ad budgets of the major brands easily reaching into the millions, perhaps not? But the fact that the media is talking about ‘feeling the pinch’ means we are also talking about it.

 

What is certain in the PR world is that everyone wants more in 2018 – but not necessarily more hours dedicated to their account, rather more certainty that the activity will cut through and deliver a difference. This means measurement is coming to the forefront, finally, and quite right too.  In fact in a recent pitch we spent over half an hour discussing measurement with the prospective client.

 

Article after article debating this issue fills my inbox, to my bemusement. It’s been something that’s been built into Refresh PR’s foundations – we simply don’t propose and run campaigns that can’t show an impact on a business.

 

So, how can PR be measured?

 

It’s not actually as difficult as people make out, for example:

 

Trading online? Then build increased traffic to the website as a key metric. Most of our clients have this as a KPI. We monitor Google Analytics and report back to them on a weekly and monthly basis and are able to demonstrate just how we’ve made a difference.

 

Working with influencers? Measure engagement levels – how many people commented that your brand was great? Give your influencer a sales code to promoted to their network and measure redemption levels

 

Want more people to talk about your brand? Invest a small amount in research to benchmark where you are now, and then again at the end of the campaign. Watch social media and the internet in general carefully to view the increase in brand mentions

 

A good PR strategy

 

Before setting the KPIs, make sure you’re measuring the right thing. Go back to the drawing board and your PR strategy. Who do you want to reach, with what message, by when, and what action do you want them to take? If you are 100% certain of what you want people to do, then focus on this and measure the progress!

 

Analysis is crucial

 

Much like online advertising, thanks to Google Analytics we can measure so much more than ever before, and really understand what our target audiences are doing.  Making sure the PR team is doing this on a weekly basis means that campaigns can be tweaked and readjusted regularly, to ensure the target audiences are consistently being reached, and positively influenced, by the campaign.

 

Which all brings me back to my initial thought when I read the article: $10bn of advertising spend? Put it into PR activity instead!!

 

 

 

 

 

Tagged with: creative PR agency, digital PR agency, food and drink PR agency, Food and drink PR agency | Creative PR agency | How to measure PR | PR in 2018 | Online PR agency | Digital PR agency, how to measure PR, online PR agency, PR in 2018

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Injecting creativity into B2B PR



Having worked in B2B PR for half a decade, I’ve witnessed my fair share of lacklustre PR campaigns.

For some reason, B2B PR is synonymous with colour seps, dry campaigns and rigid press office, and I’m not sure when this became the norm. There is no need for B2B PR professionals to hang up their creative hats, when in fact, they have the perfect opportunity to inject some creativity into their industries.

Take the Heating Installer Awards for example. Initially created as a way for an underfloor heating provider to communicate to heating installers across the UK, we abandoned a traditional basic press office function, which many would have deemed adequate, and ploughed the budget into a multi channel campaign that lives predominantly on social. This not only created a channel for us to communicate with our target audience directly, but also generated news, conversation amongst those within the industry and allowed us to forge long lasting relationships with key players within plumbing, heating and the built environment.

Refresh PR now owns the Heating Installer Awards and it has gone from strength to strength, recognised as an industry standard for success.

It doesn’t just have to be B2B PR though. Every now and then, a consumer product or service will come along that is really struggling to penetrate the market. Google’s latest venture is a prime example of this.

How many of us can honestly say we are avid users of the Google Art & Culture app that was developed last year? The app allows users to “Meet the people, visit the places and learn about the events that shaped our world. Discover collections curated by experts from the most famous museums. Be moved by stories depicted in thousands of photos, videos, manuscripts and artworks on every type of screen and in virtual reality. Find your favourite artworks, create your own collections and share them with friends”.

Google, however, acknowledged the lack of engagement with the very niche app and by applying some very creative thinking, transformed it into software that would appeal to the masses.

With the new feature, users can take a selfie, upload it, and the app will automatically match it with a work of classical art, finding your doppelganger. It is now the most downloaded app for 2018 so far. Not bad for something not many people knew existed until a few weeks ago.

With the lines between PR and marketing becoming increasingly blurred, it’s time for trade PR people to start causing a stir. Abandon the frustratingly safe press office, aim a bit higher than a colour sep, and show the world that B2B can be creative too!

At Refresh, our consumer and trade teams work in tandem to create creative and hard-hitting campaigns that, most importantly, get results.  

Get in touch if you’d like to hear what we can do for you by calling 0161 871 1188 or by emailing hello@refreshpr.co.uk . 

Tagged with: B2B PR agency Manchester , PR, PR agencies Manchester, PR Agency Manchester, PR campaign essential, PR Manchester, Public Relations, Public Relations North West

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PR Debate: Who was Right – The Influencer or the Owner?



Last week we saw The White Moose Café hotel owner hit the headlines for shaming a blogger and social influencer after she asked for a free hotel stay in return for coverage on her website.

 

The owner wrote a damning letter back asking the blogger, Elle Darby, who would pay his staff and bills if all he received for her stay was exposure? He later went on to announce that all bloggers are now banned from his business.

 

The response that The White Moose Café put out was anonymous, but the blogger decided to out herself to respond to the letter, admitting she had been exposed, while still feeling that the hotel owner was acting in a bullying way.

 

The blogger and wider marketing community have since been debating who was in the right and who was in the wrong. Should bloggers and influencers assume they deserve free stays and special treatment? Should businesses be more aware, and appreciative of the exposure and the impact this has on their business? Or is there a better way for small businesses to work with bloggers and influencers entirely?

 

No matter what your opinion on the situation, both parties have received a huge amount of PR and exposure from the story, no doubt increasing both of their social followings and website traffic. This hasn’t gone unrecognised, as the owner of The White Moose Café sent Elle an invoice for the PR coverage she has received off the back of the story going viral – apparently it equates to £4.6m (not bad hey!).

 

My first thought when reading this story, was would the owner of The White Moose Café have responded in the same way if it was a ‘mainstream’ journalist contacting him about a review? Something we’ll never know.

 

At Refresh PR we often work with bloggers and influencers and we know that used in the right way for the right client they are an extremely powerful medium. We have seen blogger coverage drive direct website traffic and sales, not to mention brand awareness and social followings.

 

So, although this isn’t the ‘typical’ way of a blogger and a business working together there is no denying the success of this activity, intentional or unintentional. Both parties have increased their exposure, generated column inches and sparked debate – hands down a successful PR stunt whether they intended it to be or not!

 

 

 

 

 

Tagged with: Celebrity, creatiive agency Manchester, Creative Agency, PR Agency Manchester, Public Relations North West

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Demand grows for backlink building campaigns



Increasingly, clients – particularly online retailers – are seeking the support of Refresh for digital PR. Delivered successfully, a digital PR campaign will not only increase a company’s ranking on Google, but will increase traffic to a website, reduce bounce rate and ensure there’s real buzz around a company in online media and social channels, which are continually increasing in popularity.

 

The wants of the media change daily. For many journalists working in today’s world, the aim is to keep users on their website or social media channels for as long as possible. By doing so, they prove the value of the content they’re writing to their editors, advertisers and audience in order to achieve cut through in a noisy and ever-changing industry.

 

This has, in turn, impacted the ways businesses think about their PR and marketing. Objectives are now targeted by online visibility scores, social engagements and the success of cross-channel campaigns. In addition, being on page one of Google for a key search term can make a company successful overnight – similarly, being bumped down to page three can also have catastrophic outcomes.

 

Refresh PR has substantial experience in creating digitally-led PR campaigns, targeted specifically with helping to improve a brand’s SEO. This is achieved by using clever techniques to secure coverage on high authority news and social websites which include live links back to a website.

 

By doing do for clients including Kagool, MyGlazing.com, GourmetMeatClub.co.uk, BuildMyGift.com, insureTAXI.com and more, we’ve driven hundreds of thousands of consumers to engage and buy from the brands via their websites, increased domain authority, secured bounce rates of less than 40% and moved our clients up Google rankings for many of their keywords - in some case, moving from page three to page one.

 

Refresh PR’s digital tactics are delivered with a business’ objectives in mind and aim to exceed expectations. If you’re interested in working with Refresh PR to improve your online and digital PR, get in touch today.

 

 

 

 

Tagged with: Lifestyle, PR agencies Manchester, PR backlink campaign, PR campaign essential, Public Relations North West, SEO and PR

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Do you have Britain’s best Window with a View?



The search is once again on to find Britain’s best Window with a View. For the third year, Refresh PR will run the campaign on behalf of MyGlazing.com, the UK’s independent consumer advice website for home improvement and glazing.

 

The campaign, which drives hundreds of thousands of visitors to the MyGlazing.com each year, comprises social media, digital PR, backlink building and traditional media relations activity to generate entries into what is fast becoming a key event in the calendar year.

 

Adding to a very successful two years, for the first time in 2018 views from offices will be eligible to enter the campaign. So if you’re lucky enough to gaze out of your office window each day onto an amazing view, we want to hear from you. We’re also still inviting entries from tourist attractions and other public buildings as usual.


The campaign will launch at the start of February, so get snapping your views now (remember to include the window frame) and save them up ready to upload to www.myglazing.com/wwav

 

 

Tagged with: B2B PR agency Manchester , Built Environment, Construction, creatiive agency Manchester, Creative Agency, Public Relations North West

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Polypipe on Twitter



Earlier this month the team behind the Heating Installer Awards 2018 hosted an evening Twitter Q&A with sponsor, Polypipe.  The hour-long burst of activity was aimed at heating installers who want to know more about Polypipe, its services and also have a bit of downtime at the end of the day.

 

The Q&A achieved 281 engagements and 6440 impressions from @HIAwards, with further engagement on the @PolypipeTrade account. High quality interactions were achieved from the installer community throughout the duration of the hour.

 

The hour went seamlessly, with the teams at both ends typing furiously to respond to the questions, and banter, thrown at them.

 

As an added bonus, the awards saw additional entries over the following days, attributed to the increase in awareness and engagement from this activity. More Twitter bursts of activity are planned for the coming weeks, including giveaways – so get following @HIAwards!

 

Twitter campaign construction 

 

 

 

Tagged with: B2B PR agency Manchester , Construction, Creative Agency, PR agencies Manchester, PR Agency Manchester, PR campaign essential, Twitter

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Merry Christmas everyone



Christmas for an online retailer is the pinnacle of the year – a chance to boost sales, which also results in the busiest time of the year and generally a well-deserved rest from 23rd December onwards as the final postage date delivers a welcomed respite.

 

Preparations for the Christmas period usually start in March-April time, with campaign ideas discussed and decided upon, then actioned in plenty of time to meet the deadlines of the long-lead magazines, which start work on Christmas in July, followed by the short-lead titles and then online. So when we started a campaign for brand new online retailer, http://www.buildmygift.com in mid-November, you’d be forgiven for thinking we’d got giddy on an early mulled wine or two.

 

However, in just six weeks we were able to plan the Christmas campaign and its key messages, then work with a gift psychologist to obtain a unique story angle while undertaking research to gain additional statistics to support the story, appoint key social influencers to post about the personalised gift hampers, and complete a tough media sell in to achieve coverage, with backlinks, for our new client.

 

A fantastic start to our work with BuildMyGift.com!

 

 

 

 

 

 

 

 

Tagged with: creatiive agency Manchester, Creative Agency, Digital PR, online PR, online retailer PR

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Refresh Academy adds modules for 2018



We work extremely hard to ensure our team is upskilled in the services that our clients require for today’s business environment. During 2017 we were advised by many of our clients that they were seeking additional consultancy services, and not only that, but more campaign-based activity too.

 

Having an effective team which can fulfil the needs of our clients is crucial to the success of the agency, and we’ve worked hard to make sure that each team member has the ability to deliver the high standards that have become synonymous with Refresh.

 

Whilst our team undertakes regular training each month as standard, it’s important for us as an agency to help each person stay one step ahead. New modules added into the Academy for 2018 include:

-        PR to deliver on business objectives

-        Creating creative ideas to cut through the noise

-        Effective PR backlink campaigns

-        GDPR

-        Effective KPI and measurement setting

-        Crisis management

 

 

 

 

 

Tagged with: B2B PR agency Manchester , creatiive agency Manchester, PR agencies Manchester, PR agency, PR training

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How will businesses respond to the recent Facebook changes?



On Thursday it was revealed that Facebook will be changing its algorithms once again, so users will begin to see more posts on their news feed from family and friends, rather than posts from brands and publishers. The CEO of Facebook, Mark Zuckerberg, explained he’s bringing in the change to make sure “the time we all spend on Facebook is time well spent.” So what does this mean for PR professionals who use Facebook as a key mechanism when working with clients?

If used correctly, social media can be an extremely influential PR tool, and Facebook has been growing in popularity for businesses who want to capture consumer interest during ‘down time’, i.e. the hours we’re not in work and are instead, switching off and pursuing our personal interests.

It’s been acknowledged by Mark Zuckerberg that “the time people spend on Facebook and some measures of engagement will go down," meaning there will be even less opportunity to consume content from businesses and publishers. As such, businesses that once used Facebook as their sole tool to engage with the public will now have to begin using a variety of other channels to connect with their target audience. A ‘one size fits all’ mentality is not the correct approach to take;  channels such as Twitter, LinkedIn, YouTube, Google+ and more will have to be utilised better in order to gain similar levels of traction once offered by Facebook. That said, not all consumers use every channel available, so it’s important to analyse where your specific target audience consumes its content.

Only time will tell whether this is a huge gamble by Facebook. By making this decision, it will have dramatically decreased its support from publishers and business, which may leave investors to question their involvement with the organisation.

Or, will it prove to be a smart move? When the changes come into place, companies may reveal that it hasn’t affected them as much as expected, or find it’s forced them to seek alternative methods of promotion which yield better results.

Ultimately, it’s essential for businesses to keep up to date on how changes like this could affect how they reach their customers and therefore, the nature of their entire company.

If you need help or guidance with your social media and online PR support, find out what we can do for you here: http://www.refreshpr.co.uk/page/88/Social-Media.htm. Alternatively, contact us on 0161 871 1188.

 

Tagged with: Facebook, PR, PR campaign essential, Public Relations, Social Media

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Strong start to 2018 as Refresh PR welcomes four new clients



Manchester-based agency, Refresh PR, has secured four new clients, delivering the agency’s most successful growth period to-date.  The PR agency, which recently celebrated its eighth birthday, has won new clients for its built environment, retail and lifestyle teams.

 

After a competitive five-way pitch, Cheadle based Equity Housing Group, a social housing provider with over 4,500 properties across the country, selected Refresh to manage its PR and deliver crisis communications. The campaign will work to reinforce Equity Housing Group’s established position within the housing sector.

 

When speaking of the win, Erin Heywood, head of B2B at Refresh PR, said: “Refresh PR has extensive experience in both the housing and construction sectors and our expertise in these areas shone throughout the pitch. The social housing market presents some exciting challenges and we look forward to working on Equity Housing Group’s PR and communications.”

 

Helena Banfield, marketing, brand and comms manager at Equity Housing Group, continued: “A number of agencies pitched for Equity Housing Group’s PR contract however we were impressed with the industry knowledge, out of the box thinking and enthusiasm from the team at Refresh PR. There are exciting times ahead for Equity Housing Group and we look forward to welcoming Refresh PR to be a part of that.”

 

Following project work in 2017, Refresh PR has also been appointed by Calla Shoes, a manufacturer of beautiful and stylish footwear for women with bunions, and Esteem – No Pause, a clothing collection designed specifically for women experiencing symptoms associated with the menopause. Calla and Esteem are both part of the successful Entrepreneurial Spark Business Accelerator, the world's largest free people accelerator for start-up and scaleup businesses.  

 

Using its extensive knowledge of the fashion, women’s lifestyle and e-commerce markets, Refresh PR has developed bold strategic consumer campaigns for both Calla and Esteem, utilising a clever mix of content, video, imagery and media relations to reach the brands’ niche audiences effectively.

 

Further cementing Refresh’s expertise in online retailing PR, BuildmyGift.com has also signed to work with Refresh PR. Launched in November 2017, BuildmyGift.com, was created out of a need for better and more personalised gifting options. Refresh PR has already used a hard-working press office and influencer outreach to secure prominent coverage for the ambitious start-up.

 

Caroline Gibson, head of consumer at Refresh PR, said of the wins: “Calla, Esteem and buildmygift.com were all new business launches that required intensive PR campaigns to introduce them to both the media, and the public. Conducting project work in 2017 demonstrated not only Refresh’s ability to provide PR that has clear influence on the profitability of the companies, but also our love for the work that we do. 2018 is an exciting time for Refresh PR and our new clients.”

 

Contact Refresh PR on 0161 871 1188 to find out more about the business.

 

 

 

Tagged with: B2B PR agency Manchester , creatiive agency Manchester, Health & Beauty, Leisure, Lifestyle, PR, PR agencies Manchester, PR campaign essential, PR Manchester, Public Relations, Public Relations North West

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Stupidest monkey in the industry



We are less than two weeks into the New Year and fashion giant H&M has already caused a mammoth amount of controversy surrounding its ‘coolest monkey in the jungle’ hoody.

The product, which was modelled on a black child as part of the company’s marketing material, has sparkled a huge amount of backlash on social media and news channels alike, with many calling it ‘disgusting’, ‘inappropriate’ and ‘negligent’, for obvious reasons.

Many of the outraged customers hit back at H&M by heading straight to social media. And as the tweets began to grow, more and more people started to learn about the campaign, including celebrities and MPs. Singer The Weeknd has already cut ties with the company despite having a collaboration with them. The ‘Starboy’ singer took to twitter in a statement saying: “shocked and embarrassed by this photo. I’m deeply offended and will not be working with H&M anymore.”

Fashion brands are a huge part of our lifestyle and culture, and they go to great lengths to grow a loyal following and build relationships with customers. With this in mind it’s hard to understand how H&M didn’t think of the potential consequences surrounding launching a campaign featuring this material. Labelling and discrimination are always hot – but contentious – topics on the global agenda, so it’s bizarre to think H&M, a brand that famously stands for international equality and raising standards across the world, could have had such a poor judgement on the campaign.

H&M has since apologised, has recognised the concern and more importantly has admitted its failure. The jumper in question has been removed from sales and all images have been removed from their website.

I feel all of these are the first steps for H&M to try and build back brand loyalty and trust.  I think recovering trust amongst those who took offence probably requires more action than this, however it shows H&M has recognises an insensitive campaign – albeit a little too late.

 

Tagged with: Lifestyle, PR, PR campaign essential, Public Relations, Social Media, Twitter

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2018: A century on and another year of big change



While the event that comes to mind first and foremost for many when looking back 100 years to 1918 is the end of WW1, 1918 holds other key milestones – one of which will be celebrated up and down the UK over the coming few weeks: The Representation of the People Act 1918.

 

On 6th February 1918 the act passed electoral reform which would allow many returning soldiers, as well as women, to vote for the very first time. A massive milestone for women, it meant that 8.4 million females (but not all just yet, that’s a few years off!) could have a say in the country’s future.

 

As women, we’ve come a long way over the past 100 years – there are many milestones that I could (and I’m sure people will over the coming weeks) list out. And obviously I’m ultimately grateful to events from 100 years ago as it’s paved the way for many women, like me, to launch and grow successful businesses. However, I don’t want to focus this blog on women on boards, the perceived ‘glass ceiling’ or the gender pay gap though. Instead I want to look at the legacy that 2018 could leave.

 

The pace of change we’ve seen over the past 100 years is accelerating at a speed that would have been unimaginable even in the first decade of this century. Driven largely by technology, but also mass innovation, it’s impossible to compare the work environment of just 20 or even 10 years ago to that of 2018. And it’s simple – today’s businesses have to adapt, and quickly.

 

This year the media environment is going to change massively. In an era when there’s a big debate between freedom of speech and ‘fake news’ (thanks Donald) and the license to post whatever thoughts a person deems relevant on social media (ie in the public domain) with relatively no backlash, change is afoot. As every person is now technically a journalist able to report the news, I hope that the integrity of the more respected news outlets remains, without them bowing to advertising’s income too much. Meanwhile Google, Apple and Amazon continue to invest in original video content to hook people in, create differentiation and start to rival the bigger broadcasters.

 

The political environment is an ever moving beast too. Under President Trump, I’m in a horrific situation of almost feeling entertained by his Twitter account. I’m entertained (but probably in the wrong way), interested (that a President believes that the new era of politics is to dare and double dare another President), embarrassed (that I’ve resorted to following him in the way I occasionally would a Z-list celeb) and shocked. It’s 2018 and he’s already ripping up the rule book…could this be the way that politics is played out from now on? Could it?

 

Business-wise, Brexit continues to cause issues when companies can’t – or won’t – make buying decisions, unfortunately slowing things down. We work with several companies which import from the EU and I’m lucky to be in a position where I can hear their strategies, all of which are very different, but all aimed at buffering their business from the various political scenarios. In this area particularly I’m looking forward to coming out the other side.

 

Closer to home, as Refresh moves into its eighth year, we’ve geared ourselves up to deliver our most successful year to date. We’re lucky that as a company we can remain agile, and make changes happen quickly when needed (and we have). Yet it’s taken nine months of careful planning by a team of four directors here at Refresh to put in place the ‘new look’ Refresh which some clients have already been benefitting from over the past months, and others will be seeing shortly as we begin work on their 2018 campaigns. From a team of highly skilled consultants will come the best work we’ve ever been able to deliver, for big and small businesses alike. For clients, online content will be embedded into everything we do, together with inter-agency working to deliver clever and well thought out integrated campaigns.

 

And for me, I’m in a position where I consider myself more supported than ever by the fantastic team around me, which is a really simple thing to take for granted when you have it, but I’ll never stop being grateful for this, particularly given some past experiences. I focus strongly on making the right decisions which mean I can sleep at night – something that’s stood me in great stead so far and something I continue to pay close attention to.  We’re also here to make money – we want the team to get great bonuses and the pay increases that they deserve and I make no apologies for this, so a key focus is to work with clients which will genuinely grow with us, recognising our contribution to their growing success story. We’ll shortly be announcing four new clients which signed with us recently, allowing us to really kick 2018 off with a bang.  

 

Hot on the heels of being crowned the CIPR North West’s Outstanding Small Agency 2017, coming out of this key period of change has given Refresh a clear vision for 2018 and beyond – and we’re ready to run at 2018! It’s going to be an exciting year ahead; with small milestones of our own to reach - and then celebrate - throughout the year, I’m already looking forward to being part of this legacy!

 

 

 

Tagged with: Manchester, North West , PR, PR agencies Manchester, PR Agency Manchester, Public Relations, Public Relations North West

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The changing face of the BBC



When looking for news that I can rely on to be acutely accurate and up to date, I will hold my hands up and say I’m a BBC kinda gal. Some prefer Sky, other prefer the online version of their favourite newspaper. But for me, the BBC – with its outstanding journalists, familiar tone of voice and truly British identity – is the ‘go to’ place for what’s happening in the world right now.

But of late (perhaps slowly over the last 12 months or so), I’ve noticed its content change quite significantly. And I’ll admit – I was worried.  

We all know the mainstream media has had to alter its reporting style and subjects in order to meet the changing demands of the readers, who are typically more inclined to check social media than pick up a newspaper in order to get their daily dose of current affairs. And when the public is now – apparently – more interested in the latest celebrity gaff caught on camera than what their elected politician is doing to improve living conditions in their local area, it’s understandable – even if not comprehendible – that the majority of news outlets would alter their priorities to suit this.

If you were to click on to the BBC website right now, you’d say: ‘yeah, and the BBC is no different’. Yesterday alone, there were stories on the top jokes from the Golden Globes, a countdown of phrases we have Donald Trump to thank for and a link to a piece on how to get yourself to the gym. Synonymous with the longstanding commitment the BBC has made to explore the hardest-hitting, breaking news from around the world? No, and not what we expect from the stalwart of British reporting.

But do a comparison of these BBC articles and their counterparts elsewhere in the world, and the difference is automatically clear. Rather than egging on the story to take it to its next level, the BBC instead simply reports the fact that such a ridiculous story is news in the first place. Its coverage is almost tongue in cheek, as if it’s questioning why these matters are in fact news in the first place.

While truth and accuracy are constantly in disrepute in the media world, the BBC is standing strong in its ability to deliver the news we need to know, and challenge us on what we THINK we need to know.

And while readership figures continue to drop amongst the newspapers that have dominated our shelves for decades, if, like me, you’re a BBC kinda gal, you’re probably going to stay that way for a very long time.

 

 

Tagged with: BBC, News, PR, Public Relations, Public Relations North West