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Posts from August 2017

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Trumping your own social media



As politicians go, the President of the United States (known on Twitter as @POTUS) is probably up there as the most 
famous in the entire world.

Multi-billionaire Donald Trump joined this elusive list when he became the 45th US President back in January 2017. 
However, while he stands out from previous presidents for various reasons (sexual assault allegations, business tycoon, 
unfortunate hair), it is his Twitter account and the ongoing posting of erratic – and often threatening – material that is 
stealing the limelight.

Take 10 minutes to look through Donald’s Twitter feed, and you’ll soon find examples of how not to approach Twitter. 
Yes it’s hard getting your message across in 140 characters, but there’s being direct, and there’s misjudged content – and 
continually falling into the latter’s trap culminates in constant backlash from the general public. And of course, this is on
a global scale, with a large part of said globe absolutely terrified at Trump being in such a position of power – so the wrath 
is pretty severe. 

Here are five times Trump trumped his own social media efforts, and basically showed us he shouldn’t be let loose with a 
Twitter account:

-          Flooding in Texas: the severe flooding across Texas caused by Hurricane Harvey has the world sat open 
mouthed, as highways disappear, roofs become congested with people trying to avoid the water, while sharks and 
alligators begin swimming in land. Messages of support and love have swamped social media, however one particular 
personality was absent for a little too long. President Trump failed to acknowledge what was happening in Texas, or 
address its residents to inform them of aid missions, until many hours after the storm hit. Now, he’s playing catch up, 
scrambling a series of manic messages that tell us he’s finally paying an interest. What the President should’ve learned 
(but probably hasn’t):  when natural disasters hit, be visible; be seen, be heard, be there.

-          Banning transpeople from the military: this summer, Trump hit the headlines again by announcing – via Twitter – 
that he was banning transpeople from joining or being part of the US military. Before you ask, no, the military had not 
okayed this; in fact, they had no idea it was even being considered until the tweet from @POTUS. In retaliation, the 
military released a statement explaining they don’t take orders from tweets, and won’t be enforcing this bizarre and 
fascist suggestion. What the President should’ve learned (but again, probably hasn’t):  being publically fascist will never 
end well. But hate crime aside, if you’re going to make a decision about a major national organisation and broadcast it 
on Twitter, let them know beforehand.

-          Horrendous grammar and spelling: I’m not saying you can forgive rude, racist and irresponsible posts if everything 
is spelt right, but it helps. The President’s tweets are continually filled with spelling and grammar errors, and frankly, it’s 
unacceptable from the world’s most powerful man. One such error was tweeting the letters ‘covfefe’ in place of another 
word – but we have absolutely no idea what that other word should’ve been. Remember when Ed Balls tweeted us all 
saying exactly that: ‘Ed Balls’? Remember how we laughed? The President must’ve thought we were laughing WITH Ed 
Balls, because he recently tweeted simply saying ‘We’. Any idea? No? Me neither. What the President should’ve learned 
(but probably hasn’t – do you sense a theme?):  hire a copy checker (and take them EVERYWHERE with you), or get a 
phone that underlines your errors.

-          Threats against North Korea: social media is not a playground, and shouldn’t be treated that way. However, 
Trump is insistent on airing his dirty laundry with North Korea, and playing its enemies off against each other, on Twitter, 
practically every day. We’re not talking about a bit of insult throwing here – we’re talking nuclear war threats. What the 
President should’ve learned (but probably hasn’t): it’s not okay for the world to see potential global destruction played on 
their Twitter feed. Instead, tell us when you’re meeting together with the leaders of North Korea and China in person to 
resolve the issues and create a harmonious world. Social media, while open and honest, should also remain as positive as 
possible.

-          Tagging strangers in posts: If there’s anything that Trump likes more than his own self-promotion, it’s telling 
the world how amazing his family is. However, when he recently tweeted to share how fantastic his daughter Ivanka is, 
describing her as a ‘woman with real character and class’, he clearly didn’t check he’d used the right tags. Rather than 
include his daughter in the post, he instead got a little-known woman from Brighton with 8k followers caught up in his 
storm. While I bet it’s lovely to receive such praise, it was yet another step in the ‘How not to do social media’ manual 
by Donald J. Trump. What the President should’ve learned (but probably hasn’t):  if you’re dragging other people into 
your social media content, tag the right person. While it’s an easy mistake to make, and didn’t actually cause anyone 
any harm, it just looks stupid. And you, Mr President, don’t need any help with that at the moment.

If you’re scared of emulating Donald Trump on your social media channels, and want the help of a PR agency to ensure 
your social presence remains professional, on brand and is always spelt correctly, give Refresh PR a call. We’ve masses of 
social media experience, particularly in using it as a channel to support wider PR campaigns. And we promise we won’t tag 
the wrong person in your posts – all Trump-esque mistakes are avoided as standard. 



Tagged with: B2B PR agency Manchester , PR, PR campaign essential, Public Relations, Social Media, Twitter

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From fake farms to hepatitis C: how can our supermarkets avoid a naming and shaming dilemma



This week it was widely reported that an unnamed British retailer was found to have sausages on its shelves containing hepatitis C. This follows another recent story, claiming Morrisons, alongside other supermarkets, had previously been stocking produce from ‘fake farms’, and as a result would now only be stocking British products.

With Britain’s largest and most loved retailers continually facing scrutiny, how they can manage a situation when it does flare up? As a PR agency, we understand the importance of communicating in a timely and effective manner when it comes to a crisis.

Though no two crises are the same, brands can keep a few key points front of mind when it comes to how to handle these effectively. So listen up Tesco, Morrisons and the many more to come, these points may come in handy!

1.    Be honest

Don’t add fuel to the fire by not being honest, so we would always recommend coming clean about a situation. Often if you don’t, it can whip up an unnecessary media storm, leading to ongoing speculation and make the brand look evasive. Being straight up about your position shows you have nothing to hide, are addressing the situation and are being transparent with your customers.

2.    Be direct

Release a statement as soon as it is requires, and be clear in what you say. Don’t use industry terminology or complicated language; ensure the statement is something your everyday customer will be able to understand and the media won’t be able to misinterpret.

3.    Pick a spokesperson

When someone delivers a statement to the media, it’s important the person is close enough to the situation to understand its gravitas. Often brands will send marketing or PR professionals to speak due to media training, however if product issue arises – send a product developer, financial – send a senior member of the finance team or staffing, let it be HR. It is however important to ensure anyone speaking on behalf of the company is media trained and confident in the subject matter. Or if in doubt send the MD or CEO to show how seriously the company is taking the incident.

4.    Give solutions

The public will want to know what your brand is doing to rectify the situation at hand. Will it be recalling the product, ending a relationship with a third party supplier or putting a policy in place to prevent the situation occurring again? If so, tell the customer!

5.    Make change happen

If you want to be seen as a trusted brand, it’s important not to make mistakes twice. Learn from them and put strict policies in place to ensure change happens. Revaluate policies and their impact every six months: ultimately have they worked or do they need looking at again? Trust can be rebuilt, but if change doesn’t happen, in a market spoilt for choice, consumers can easily shop elsewhere.

Tagged with: Food & Drink, Lifestyle, PR, PR campaign essential, Retail

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When personalisation goes wrong...



Personalisation can elevate a marketing campaign; everyone likes to feel a bit special. A favourite of mine was EasyJet’s 20th anniversary campaign. For such an impersonal brand, intent on the stack ‘em high, sell ‘em cheap mentality, they used personalisation incredibly well with fantastic results.

EasyJet looked at all previous customer data and found each customer’s personal EasyJet travel story, for the past 20 years. This allowed them to create emotive, personalised stories shrouded in nostalgia for all customers. Each email told the story of previous flights, holiday destinations and miles travelled, and included suggested next trips.

The campaign was very successful; open rates were over 100% more than average, with 25% higher click-through rates. Social media also went wild for the campaign with a reach of 685,000 and 1.1 million impressions. Moreover, within a few hours, EasyJet had improved it’s positioning within the public, becoming a loved brand with positive sentiment.

Whilst this personalisation campaign was a complete success, not all go down quite so well. Remember what happened with Walkers earlier this year? To mark their competition to win tickets to the Champions League final campaign, Walkers launched a campaign on Twitter, the ‘Walkers Wave’, asking people to respond to a tweet from the Walkers Twitter account with a selfie, using the hashtag #WalkersWave. The user's picture would then appear in a personalised video, featuring Gary Lineker.

It wasn’t long people the public abused the campaign and Gary was seen holding pictures of Fred West and Harold Shipman, not what Walkers had in mind and damaging to the brand.

Earlier this month, The National Lottery experienced a PR fail surrounding their World Athletics Championship campaign, leading to them rapidly deleting tweets.

Users on Twitter were asked to retweet a post from the National Lottery using the hashtag #Represent. The National Lottery would then automatically reply with an image of the British athletics team holding a sign displaying the user’s Twitter handle; so far so good. It didn’t take long however for Twitter users to change their handles to very controversial characters, including the likes of Jimmy Saville. Despite being a total fail, the hijacking achieved more coverage than the campaign itself ever would have. 

When it’s good, it’s very good, however it is difficult to get personalisation right. Where Walkers went wrong was their lack of data. Their campaign depended on interaction with the public, rather than intelligently using already stored data to create a personalised email.

Our client, Kagool, specialises in personalisation, and understands the sensitivities and technicalities surrounding it. If you’re considering a personalisation campaign, we would recommend working with experts, ensuring the execution goes smoothly, and a using a PR agency to come up with creative and interesting content, increasing open rates and results. And if you do run an automated personalisation campaign dependent on public engagement, make sure you have a PR agency on hand to handle the backlash…

Tagged with: B2B PR agency Manchester , Celebrity, Creative Agency, Marketing, PR, PR campaign essential, Social Media, Twitter

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Proud to be in Manchester



As Manchester gears up for a weekend celebrating diversity, and more importantly love, Refresh PR has even more reasons be proud of this great city.

As a creative agency in Manchester, the team has been busy observing how the different brands around the city are planning to celebrate Pride.

A city known for its acceptance and forward thinking ways, we are seeing rainbow flags appearing everywhere, while bars, restaurants and brands are all putting their individual stamp on what is set to be a fantastic event.

From Almost Famous’ Rainbow Burgers and Albert Schloss’ Pride Kronuts to I Love MCR’s rainbow heart t-shirts and our very own Wish Upon a Sparkle’s fabulous pride design with legendary Manchester Drag Queen, Anna Phylactic - brands are going above and beyond to show their support for the LGBT community.

So, in honour of Pride, here are the top three reasons Refresh PR is proud to be based in Manchester:

1.       Manchester’s Music Scene

Stone Roses, Happy Mondays, Oasis, The Courteeners, Blossoms, The Smiths, even Take That, the list goes on. Manchester is the home to many a music legend and this flows through our fair city. From the many gig venues across the city, to the buskers on Market Street, it is hard to ignore Manchester’s musical heritage and you would be hard pushed to find a city bursting with more talent and passion.

2.       #ACityUnited

Blue or red (or neither in my case), whether you like football or not, you can’t deny that Manchester boasts some of the best (and most iconic) teams out there. People come from all over the world to visit our football stadiums and watch some of the most talented players in the sport. Even for someone who couldn’t tell you the difference between off-side and an indirect free kick I can still feel smug that if I wanted to watch a match I have two teams to choose from, right on my doorstep.

3.       The People of Manchester

Ultimately it is the people who make this city great. We are big, bustling city yet people still take the time to stop and chat, help other people and make a difference to the community. But as well as all the everyday Mancs out there, there are also some very un-average residents of this city. Alan Turing, Emily Pankhurst and Tony Wilson, to name but a few. With these individuals all hailing from Manchester it is clear to see that this one city has changed the world.

Tweet us @RefreshPR and tell us why you’re proud to live and work in Manchester

 

Tagged with: Lifestyle, Manchester, North West , PR Agency Manchester

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Another shortlist for Refresh PR



Monday morning started off like any other, but as the Refresh PR team sat down for our weekly kick-off meeting, the postman made a special delivery.

In an envelope was a sheet of glitter paper and instructions on how to make an origami mask, alongside a card announcing that our very own campaign, the Heating Installer Awards, had been shortlisted for yet another award – this time, the international B2B Marketing Awards.

As one of the top eight in the ‘Best SME - Targeted Campaign’ category, we’re up against large household names such as Vodafone, Samsung and Saga - something we are very proud of.

For three years, The Heating Installer Awards has been a huge celebration of good news within the plumbing and heating world, and has gained the support of large companies within the industry such as Vaillant, Danfoss and Sentinel. The awards have also been endorsed by big characters such as Charlie Mullins from Pimlico Plumbers. The team at Refresh PR has generated great results with coverage landing in an array of national, regional and trade titles, as well as appearing on BBC Radio and The One Show.

We’re very excited to launch the next year of the awards next month, and in typical Refresh PR fashion, we have a few surprises up our sleeve…

Good luck to all those shortlisted at the B2B Marketing Awards; we’re very excited for the ceremony in November!

If you want to read more about the Heating Installer Awards, visit: http://heatinginstallerawards.co.uk/

 

Tagged with: awards, B2B PR agency Manchester , Marketing, Public Relations

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Feed your appetite for blogger engagement



The blogosphere has grown exponentially: bloggers now influence consumers and their purchasing habits, while creating social awareness for brands and their campaigns. Using both traditional PR and utilising bloggers is a great way to gain maximum exposure for brands, as they both reach out to different audiences, reflecting the way they consume the media to ensure an impactful campaign.

 

Here at Refresh PR we work with bloggers, influencers and micro influencers in order to engage with a wider, more targeted audience for our clients.

 

Where to start?

 

Before selecting bloggers or influencers to work with it’s essential to research and understand your audience and decide who will work best for the brand. These influencers, in whatever format, will become advocates for your brand, so it’s vital they are portraying the brand messages and tone of voice back to their audiences correctly.

 

It is crucial you decide who will be the best fit for your brand whether that be a blogger, influencers, or micro influencer and establish how they can reach your customers via their audience.

 

Micro and Macro influencers – what’s the difference?

 

Micro influencers typically have around 10-90k followers on social media, whereas macro influencers tend to have a following of more than 100k, however it is micro influencers who get higher engagement rates on posts.

 

A smaller following means your brand will be reaching less consumers, but it will reach more of your target audience, as their followers will be more specific towards your sector. Micro influencers also tend to demand smaller budgets, so if you’re looking for a cost effective way to promote your brand to a new audience, micro-influencers could be the perfect approach.

 

Why should we use bloggers and influencers?

 

Using bloggers and influencers helps to create a specific brand message, while growing a strong and loyal social following to build brand awareness within your target audience.

 

Using bloggers is an effective way to create engaging content for your brand whilst relaying the brand message across numerous channels. Bloggers also help to improve SEO and drive sales, if done correctly.

 

One of the benefits of using bloggers is they create a trusted brand message. Data from influencer marketing platform MuseFind shows that 92 per cent of consumers trust an influencer more than an advertisement or traditional celebrity endorsement – so if you’re not utilising these channels, then why not?

 

Future Predictions

 

The blogosphere is always expanding, with a new wave of bloggers and influencers set to storm the internet. A study showed that nearly 85 per cent of marketing and communications professionals worldwide expected to launch at least one campaign involving an influencer in the next 12 months, so if it’s not in your plans, why not?

 

If you think your PR strategy could benefit from blogger outreach, get in touch to see how Refresh PR can help at hello@refreshpr.co.uk.

 

 

 

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Will GDPR take a bite out of your business?



The EU General Data Protection Regulation, otherwise known as GDPR is about to start making waves within companies across the UK.

 

The new law will be coming into place on 25th May 2018, in order to protect consumers’ data on the web, preventing people being signed up to mailing lists they may not want to be on. By this date, companies will be required to contact all those on their mailing lists to ensure they do still want to receive information from them. If they choose not to, or if they don’t reply at all, companies will be obliged by law to remove them from the list.

 

Food and drink companies will often send out e-newsletters to communicate to their database, sending regular information on offers, deals or company news. All these send outs will have to be in line with the GDPR guidelines, and if a company fails to do so, it could risk a €20M fine.

 

As a creative agency, we understand the importance of cutting through the noise and communicating directly with the customer. The introduction of GDPR will mean brands have to get creative between now and May to keep their databases opting in to receive the email information.

 

So how will food and drink brands stand out from the crowd come May? Putting in place a creative content strategy now is the first step for any business, and here are our three top tips to start to prepare.

 

Keep it topical

 

Food and drink, much like fashion, has trends, so it’s important to stay on top of these. Ensure your content is matching what your audience wants, and what they are searching for online. React quickly to news, for instance the egg cloud was a huge trend in 2017, but only for a matter of days – jump on the news quickly and bring the information to your customers before anyone else does! There are tools that can help with these trend predictions, so make sure they are utilised to give you a full insight into what your customers are searching for online.

 

Keep it audience specific


When it comes to email marketing, the content must be of interest to those who receive the information. If a shopper uses your company to buy a particular product, ensure they are targeted with news that is relevant for them. Vegan customers will have no interest in deals on meat, families will have little interest in meals for one and students no interest in family recipes. Ensure the message you send out resonates with the customer for maximum impact. This can be done via data capture at the payment stage, or via an incentivised survey on the website. But start now so your database can start seeing the benefit of targeted messaging well ahead of the GDPR deadline.

 

Treat your customers

 

It’s important your customers feel wanted by you, so whether its discount codes, offers or the odd complimentary drink,  get generous before May. If customers see a value in being signed up to your emails, they will stay signed up. Food and drinks companies now have nine months prove to customers that by staying connected to their business, they will benefit.

 

 

Tagged with: , Food & Drink, GDPR, Lifestyle, PR agencies Manchester

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ASA; the recent changes and what you need to know



Last month saw the introduction of even stricter rules when promoting food and drink that is high in fat, salt or sugar (HFSS) to children. More than six years ago the initial rulings came into place that restricted TV advertising and now the ASA has updated its policies to reflect the ever changing ways we consume the media.

 

What is the HFSS ASA ruling?

 

The new rules reflect how young people’s media habits have changed over the last few years, with research showing that they now spend their time online, rather than in front of the TV. The ASA rulings now restrict the types of media that HFSS foods can be advertised on, above and beyond TV.

In summary, brands cannot advertise HFSS foods (based on classification by the Department of Health), on any platform where children make up 25 per cent of the audience. This includes using characters and celebrities popular with this age demographic.

 

What impact will the ASA ruling have?

 

As all parents, and retailers, know, pester power can be very influential on buying habits. The ASA’s new ruling will mean that children will no longer build these brand affiliations via advertising and marketing, meaning they are less likely to want to consume the products. With childhood obesity at an all-time high, the new restrictions aim to lower the consumption of these HFSS products, meaning a dip in sales for those selling or producing them.

 

What are the next steps for producers/retailers of HFSS foods?

 

If your business sells or produces HFSS foods that appeal to, and are consumed, by children then it is essential you re-evaluate your marketing strategy now. Ignoring the ASA rulings could see your campaign pulled or worse banned – meaning precious time and money has gone to waste.

 

However, it is important to remember that although children can be the end consumer, they often aren’t the customer you’re selling to. Take a step back from your current marketing activity and evaluate what it is mums, dads, and even grandparents want brands to stand for and try to align your brand with these values.

 

McDonald’s is a prime example of maximising this approach. Often considered the ‘junk food’ industry leader, McDonald’s has worked hard to position itself as a treat that parents reward their children with. From the various high profile sport sponsorships to the latest ‘Happy Dance’ advertising campaign that features children playing sports, shopping in the vegetable aisle and behaving at school, the brand has managed to target parents in a smart and engaging way.

 

Working with a creative agency will help brands re-align their marketing focus to abide by the new ASA ruling, while still allowing product promotion to a suitable audience.

 

If you want to talk further about how the ASA ruling will impact your business and the best marketing approach then contact Caroline, Refresh PR’s consumer director, on 0161 8711 188.

 

 

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Refresh PR shares ‘how to awards’ strategy with CIMCIG



You may have heard of the Heating Installer Awards; it’s the award winning campaign run by Refresh PR. From the One Show to BBC Radio, the public and plumbing industry were invested in the awards and engaged on a record scale throughout the 2016/2017 campaign.

 

Particularly in the construction and building product industry, face-to-face engagement with customers is a pivotal element of business strategy, and one required for successful campaigns. This November, our Head of B2B, Erin, will be in London to share the secrets behind the award-winning Heating Installer Awards, telling a room full of marketing professionals how they can inject the same passion and enthusiasm into their campaigns.

 

The talk takes place on November 8th 2017 at The Building Centre in London. Erin will be sharing her wisdom alongside experts within the industry, including EcoBuild and RIBA. Time is running out to register, so if you want to learn how to maximise your campaigns, booking details can be found here:

 

https://www.cim.co.uk/eventbooking/?crid=84861&ename=How%20to%20run%20a%20memorable%20event

 

If you think your PR strategy could benefit from some high engagement, award-winning campaigns, get in touch to see how Refresh PR can help.

Tagged with: B2B PR agency Manchester , Built Environment, PR agencies Manchester, PR Agency Manchester

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Are you ready for GDPR?



Companies that process a lot of personal data might know the ins and outs of GDPR, but what exactly is it, and what does it mean for the rest of us?

 

Essentially, the new General Data Protection Regulation gives consumers more control over their personal information. You might think this doesn’t affect you, however if you have a sales contacts database, or simply send e-newsletters to new or existing customers, you need to carry on reading. Here are five simple steps that will keep, you, your company, and your data safe.

 

Take control


With so much to consider when aiming to be a successful business in a competitive market, we suggest nominating a director or consultant within the business to ensure GDPR criteria is met. Make sure this person is invested and understands data management in the built environment. New information and developments are introduced to the industry regularly, so someone in the company needs to stay on top of these and apply them to your business.  

 

Secure your systems

 

Your nominated director should ensure your data is collected and stored correctly. Specifically:
- Controls and procedures must be put in place to ensure the data is kept confidential, is accurate, and available when needed
- Data should be anonymised and/or encrypted
- You must be able to restore the data and systems quickly in the event of an incident
- Regular testing and assessment of the effectiveness of your measures

In today’s day and age, this should all be commonplace anyway, however with the BIM (Building Information Modelling) mandate coming in last year, data has not been front of mind, so use this as a chance to update your systems, and adhere to the law.

 

Check your suppliers

 

You must ensure your suppliers and clients are also compliant. If your suppliers breach legislation, you could be held accountable. This is particularly important from those in the construction and built environment sectors that will potentially use third parties for everything from van hire to recruitment. With so many levels in the supply chain, it will pay to reach out to everyone you work with to ensure they are following the necessary steps.

 

Stay relevant to your audience

 

Currently, it’s easier to press ‘delete email’ than it is to unsubscribe, however, with the ‘unsubscribe’ button about to become more obvious than ever, it’s never been more important to provide interesting, relevant and up to date content for your subscribers. That way, they won’t need to unsubscribe and you save yourself a job.

 

Whether you manufacture plastic piping or deliver a specific service, it’s worthwhile speaking to an agency experienced in construction and the built environment to develop a content strategy to ensure you only send out valuable information, meaning you don’t lose customers at the first hurdle.

 

Stick to protocol

 

If there has been an information breach, you must report it to the Information Commissioners Office (ICO) as soon as possible. This is where having a person responsible for the management of data is crucial.

 

The introduction of this regulation won’t be unmanageable and in fact, it makes it the perfect time to update some potentially archaic systems. Focusing on accumulating and processing important, useful, and legally compliant information is a smart move – and if the GDPR provides some incentive for that, then those that work in the build environment industry will be better off for it.

 

If you want to know more, or discuss content strategy, get in touch.

 

 

 

 

Tagged with: B2B PR agency Manchester , Built Environment, PR agencies Manchester, PR Agency Manchester

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How to react in a crisis



Last week saw not one, but two PR disasters that would have been easily alleviated by a considered PR strategy.

 

Firstly, Hope & Glory festival has been in the headlines for all the wrong reasons. What promised to be the best bands, combined with a decadent Victoriana carnival atmosphere, wicked fun and a heavy dose of outrageous sideshows, turned out to be a disaster.

 

It all started with a tweet from the Happy Mondays’ Rowetta, urging fans not to attend the second day of the festival, as it had been cancelled. This, accompanied with a conflicting statement in the Liverpool Echo advising that the festival was still going ahead, left attendees confused. When the event organisers did tweet, simply stating ‘no festival today’, it was clear it was time to go home.

 

No official statement was given by the festival organisers for more than 24 hours, and when it was released, it provided no answers, only finger pointing, aggravating the situation further.

 

Only a few days later, there was mass confusion surrounding Botswana's Isaac Makwala, who was ruled out of the 200m heats and 400m final at the World Championships in London, despite insisting he was fit.

 

Organisers, the IAAF, declared Makwala had norovirus and he was banned from the race, and the entire stadium. The BBC waited hours for an official statement, without avail, allowing rumours and allegations to circulate.

 

In situations like this, it is of paramount importance that communication to the public and the media are handled by experienced PR professionals. Undoubtedly, PR agencies across Manchester, and in fact the globe, have been discussing how they would have handled the situations, but being the nice and helpful people that we are, we will share our thoughts on how to correctly manage and execute crisis comms. Hope & Glory, IAAF, are you listening?...

 

1.      As soon as an issue arises, take control of the message and make sure it’s clear across all platforms. For Hope & Glory, the first communication should have come from the show’s organisers, not Rowetta. With Twitter allowing attendees to get their side of the story out instantly, it’s important you provide a clear, concise statement that informs the public of the situation. The IAAF failed to inform Makwala of whether he would be able to run, with the public speculating reasons why on Twitter. It is always beneficial for a brand’s public perception to address a problem at the outset, rather than letting the public make their own truth

2.      If you’re going to engage on Twitter, make sure your messaging is correct, and the tone appropriate. Hope & Glory’s attempts at engaging with its visitors were shambolic, aggressive, and defensive, alienating themselves further. To make matters worse, the bio of the account was changed to ‘TWITTER - The place where the truth doesn't matter, bullying is de rigeur and decent people get destroyed’. Apparently, the organiser of Hope & Glory, Lee O’Hanlon, didn’t check social media for the 48 hours surrounding the festival, leaving it to a junior team member, meaning he had no sight of his customers’ feedback, both big PR no-nos.

3.      When a company publicly announces that a formal statement will be released at noon, the company needs to make sure it releases it at noon. Having your audience waiting a further fifteen minutes (on top of the original 24-hour delay) will only aggravate the situation further

4.      Do not pass the blame. Your statement shouldn’t pass the blame onto other parties, rather acknowledge the issue and provide a concise response. If you have previously publicly announced you are in control of an event, denying any responsibility when a problem arises will further anger any stakeholders and will damage your public perception even more

5.      Don’t cry over stolen milk. In the official statement from Hope & Glory, the fact that the organisers’ milk and food were stolen was laboured more than the actual issue, that thousands of people were out of pocket. Trying to garner sympathy from the public because someone stole your pint of milk means nothing when they’ve lost hundreds of pounds. It’s imperative that you understand your stakeholders, and the wider issues

6.      Hire a PR agency experienced in crisis comms. It is worth every penny when serious situations arise. An agency will handle social media, manage the media, produce a holding statement and craft a full statement to be released to the public, meaning you can respond with a controlled strategy that is consistent throughout

 

It’s safe to say that Hope & Glory will go down in history for all the wrong reasons with Makwala’s career almost put on hold due a communication breakdown. Already dire situations were handled appallingly, magnifying the damage already caused. The fact that Makwala was eventually allowed to compete, albeit on his own, highlights the incorrect steps the IAAF took in communicating to the athletes, the media and the public and the following response from the public shows how important having a crisis comms strategy is.

 

If you think your company would benefit from crisis comms, now or in the future, contact us for more information.

 

 

Tagged with: crisis management PR, Manchester PR Agency, PR campaign essential, PR companies in Manchester, Public Relations North West

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Love Island – A Marketers Dream?



Confession time: I am currently going cold turkey, suffering withdrawal symptoms from my latest TV addiction – Love Island.

 

For the past few months I would sit at my desk desperate to talk about last night’s ‘muggy’ behaviour and who everyone’s type was on paper. But now it is over and all I have to remind me of the good times is my Love Island personalised water bottle (not even ashamed). Celebrity endorsement and PR

 

But although the show may be over, its marketing power isn’t. Superdrug was the headline sponsor for the second year running, but there are plenty of other brands that are utilising the show’s runaway success to reach their target audience.

 

From the contestants’ constant sponsored posts on social media to Primark’s range of slogan t-shirts, there has emerged a range of new celebrities and a common interest that binds this young audience together.

 

I imagine that the names of the show’s finalists will be banded about in brainstorms in every creative agency in Manchester and beyond, and we will see them feature in marketing campaigns for years to come. For example last year’s contestant Olivia Buckland has just been announced as the face of Cocoa Brown – securing plenty of coverage for the brand with the campaign launch.

 

So what is it that makes these game show contestants just so appealing? Well firstly they’re all ridiculously good looking, but it’s more than that. Brands have used models to showcase their wares for decades, but these are a new breed. They are models who consumers watched live their lives on a daily basis and created a genuine relationship with. Having these people represent a brand means that the relationship and bond with the ‘model’ can instantly transfer to the product or service you’re trying to sell.

 

Secondly, they’re just like us. Before they went on Love Island they were just normal people with normal lives and jobs – hairdressers, careers advisors and bomb disposable officers (OK, not that normal). Which means that the glamourous lifestyle they’re now living seems almost attainable to mere mortals like us. Their teeth are so white because of this tooth paste – OK I will give it a go. Their bodies are so toned because they drink this protein shake – sign me up…you get the picture!

 

So for now I am going to sit back and watch how brands utilise these new found celebrities – the good, the bad and the ugly. Because for all the brands that get it right with their celebrity endorsements, there are always going to be some that look like they’re jumping on a bandwagon.

 

When considering a celebrity endorsement, it is important to consider the brand and its audience – all of the audience – not just the ones you’re wanting to target, as you don’t want to lose customers in the bid for new ones. As well as that you need to closely look at the celebrity; no matter how old or new, you don’t want their scandals or misdemeanours reflecting on your brand.

 

It can be a minefield but when done properly it can have a really significant impact on a campaign and brand reputation. So if you want to talk about incorporating celebrities into your marketing campaign to boost its reach then contact us at info@refreshpr.co.uk.

 

 

 

 

 

Tagged with: Celebrity, creatiive agency Manchester, Leisure, Lifestyle, North West , PR agencies Manchester, PR campaign essential, Product Placement

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Top tips on how to blag your steak knowledge!



Since adding Gourmet Meat Club to our roaster of food and drink PR clients, we have all become fascinated by the tips, tricks and hacks from its experts. Like most creative agencies in Manchester, we all eat out a lot, so having a few extra nuggets of foodie knowledge to impress others with is always welcome. Here, Gourmet Meat Club shares its top tips on how to really sound like you know your stuff when it comes to all things steak!

 

Food and drink PR

1. When it comes to steak – order medium-rare

Surprisingly nearly 30 per cent of the population choose steak cooked well done when dining out, however, this can kill the flavour and leave the meat tough and dry. Medium-rare is recommended with most cuts and will ensure the meat is still tender and flavourful when it arrives on your plate. However, for thin cuts such as feather blade, rare is recommended to avoid to meat toughening.

 

2. Go for cut, not price

In a recent survey we conducted for GourmetMeatClub.co.uk more than 1 in 10 (11 per cent) Brits choose the second cheapest cut of meat on the menu due to lack of understanding. But try not to get too hung up on price; instead choose a cut you will enjoy. A bavette steak is fast becoming the foodie’s choice, packing a full flavour with all the tenderness of a sirloin, yet this is one of the best value cuts of meat. A feather blade steak is another cut rising in popularity, with restaurants now specialising in it, however this steak is also a great value cut and boasts a sweet flavour.

 

3. Know exactly what your ordering

When choosing between a rump, minute or sirloin, it’s important to actually know the difference in cuts. For instance, a minute steak is small and thin, so perfect for a steak sandwich – not so perfect for an evening meal. Sirloin is a common choice in restaurants and though full of flavour it can be fatty. If you want to stick to a full flavoured cut, try a rump steak, it’s incredibly tender and has very little fat.

 

4. Different sauces for different cuts

Many restaurant goers fall into the same trap; peppercorn sauce. Though peppercorn sauce can be a great option with steak, if you are expanding your horizons then try switching it up for something different. A simple garlic butter can work well with a high quality cut, or for the more adventurous, a Chimichurri is an Argentinian sauce that is perfect with meat.

 

5. Order drinks to complement

A recent survey from GourmetMeatClub.co.uk revealed nearly 40 per cent (37.35 per cent) of the UK opt for red wine with a steak, but do we know what wine complements what cut of meat? The fatter the cut, the bolder the wine should be. For instance a rib-eye steak is typically marbled and so pairs perfectly with a bold Cabernet Sauvignon, where as a fillet, which typically has a lower fat content pairs well with a lighter red wine, such as a Pinot Noir. 

 

So with these handy top tips in mind, maybe it’s time to put them to the test, after all, our survey also revealed that one in five of the UK population opt for steak when trying to impress a date! Let us know how you get on!

 

 

Tagged with: creative agency in Manchester, Food & Drink, Manchester, North West , PR, PR Agency Manchester, PR firms in Manchester, PR Manchester, Public Relations, Public Relations North West