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Refresh PR sees a digital future



At Refresh we passionately believe in investing in developing the future workforce and helping talented youngsters acquire skills and experience. And we don’t just talk the talk, we walk the walk as we demonstrated with the launch of our grad scheme last October.

Building on this we have now gone one step further by signing up to become a Digital Ambassador as part of Manchester Digital’s Digital Future initiative, a scheme that is asking businesses in the region to help bridge the digital skills gap by signing by passing on their expertise to young people. In this role we will provide advice and introductory training to youngsters across the North West on developing and implementing digital PR campaigns and strategies.

As an agency we are already seeing a growing demand for a more digital approach to PR and marketing and we passionately believe that our knowledge in this area can help young people consider a career in the field and provide them with skills that will generally aide them when they enter the workforce.

The Digital Futures programme aims to encourage more young people across GM to pursue a digital career and support educators to deliver relevant curriculum and careers guidance.

The scheme was launched following the findings of the independent trade body’s 2019 Skills Audit, which revealed that almost a third of digital businesses in the region had turned work away over the past year as a result of not being able to find the right talent to fulfil it.

Businesses already signed up to support the Digital Futures campaign include AutoTrader, On the Beach, Sainsbury’s, The Co-Op, NHS Salford Royal Hospital and Sigma. In total Manchester Digital aims to have 250 GM businesses on board by May 2020, through the GMCA-supported campaign.

We’ll share details on our first Digital Ambassador training session in due course! 

Tagged with: B2B PR agency Manchester , creatiive agency Manchester, Creative Agency, Manchester, Marketing, North West , PR, PR agencies Manchester, Public Relations North West, Social Media

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Are you an Account Manager looking for a new challenge? Get in touch!



Working in a fantastic location in the Northern Quarter, we’re a sociable bunch of like-minded people who really enjoy what we do.  We’re proud to be a fun, friendly team offering a more flexible approach to work. 

 

We’re looking for a confident and articulate person with a passion for PR who will relish the chance to join the team as an account manager working across a range of B2B and consumer accounts in the home, tech, built environment, e-commerce, lifestyle and food and drink sectors. Our fast-growing client base ranges from cutting-edge business start-ups to national companies across both private and not for profit sectors.

 

You’ll have already gained valuable PR agency experience with at least a year spent working at junior account manager/account manager level so you’ll hit the ground running and will have already proved you’re great at developing and managing PR campaigns aligned to clients’ objectives.  You’re great at building relationships; a trusted partner to your clients and experienced in coaching teams to ensure they are delivering quality results consistently. From networking, to developing and delivering pitches, you have a real passion for business development and will want to bring on board new clients you’re passionate about. 

 

More broadly, we’re looking for someone filled with energy and enthusiasm who is proactive, persistent and methodical in their approach with a real eye for detail – you may even pride yourself on being a perfectionist! You are considerate and supportive; a real team player with the ability to remain calm and considered when faced with new or pressurised situations.

 

As a fast-growing business, we can offer you the unique opportunity to contribute to the direction of the organisation.  What’s more, we’re dedicated to helping our people grow and achieve their potential through The Refresh Management Academy – a six-month programme of structured training and development, created and delivered by experienced PR practitioners and expert trainers.  This unrivalled programme provides you with all the key skills that will help you to become a highly effective account manager and progress your career with Refresh.

 

Interested in applying or finding out more about the role? Send your CV to iwantajob @ refreshpr.co.uk

 

Tagged with: B2B PR agency Manchester , creatiive agency Manchester, Manchester, North West , PR, PR agencies Manchester, PR agency jobs Manchester, PR Agency Manchester, pr jobs manchester, Public Relations, Public Relations North West

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Bee in the City



With just under a month left of Manchester’s Bee in the City, between the team at Refresh PR we’ve been making it our mission to visit them all! Whether it’s in the Northern Quarter, Spinningfields, Media City UK, Heaton Park or any of the other hundreds of locations in Manchester, we’ve been enjoying admiring the Bees, learning about the artists and watching them bring the people of Manchester together.

 

So what is all the buzz about? I have had friends ask me ‘what is the point in the Bees?’ and I must admit at first, I thought they were a nice idea but that was it; they were ‘just a nice idea’. However after walking past them every day for the last couple of weeks, I realise just how wrong I was to underestimate the public art event. It’s impossible to walk through the city not see families enjoying a day out following a trail, locals taking pictures for Instagram or tourists visiting and being totally impressed by what they find! The giant colony of Bees has truly brought a new buzz to the city.

 

The campaign also has a charitable side as people are being encouraged to donate to We Love MCR Charity to help Manchester continue to have a positive impact on its communities. And if all that wasn’t enough, I recently learnt that all of the Bees are also going up for auction on 17th October 2018 to continue to raise money.

 

You’ve got until 23rd September to check them out! Let us know what you think and which your favourites are. Here are Refresh PR's top three Bees (you can see an even bigger selection over on our Instagram @refreshpr):

 

Bee in the City

 

I absolutely love this bright, colourful bee in St Ann’s Square (and at Refresh PR we’re also proud to say that it was created by our agency’s lovely friend @mehaart).

 Bee in the City

Here is our local pretty pick Piccadilly bee!

 

Bee in the City

 

This bee is my personal favourite… you can’t beat a classic! Visit this bee outside Australasia on Deansgate.

 

 

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

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Multiple award success at Refresh PR



The team at Refresh PR is celebrating this week as our hard work has been recognised by leading industry body, The CIPR, in its North West PRide awards.

 

Last year Refresh PR was recognised as the North West’s Outstanding Small Consultancy, something that the team was immensely proud of. This year we've again been shortlisted and are up against some very tough competition to retain our crown. This award really recognises the hard work of the team, the results we achieve for our clients, and our commitment to delivering the highest standard of work. CIPR Awards 2018

 

Our client work has also been recognised in the award nominations for two campaigns up for a trophy. Our work for the Heating Installer Awards, which is now in its third year, has been recognised in the integrated PR category. The campaign, which utilised social media, traditional media, events, email marketing and video, as well as direct and influencer outreach, successfully generated a 33 per cent increase in entries from year two and achieved 401k Twitter impressions.

 

Our work on TableNow.co.uk’s launch campaign and specifically its search for a Professional Eater has also been recognised. The campaign, which called out to foodies across the North West to apply for the role and become TableNow’s official restaurant tester, generated significant traffic to the website, engagement with the brand and coverage across the North West.

 

The winners are announced in November, so it will be fingers crossed until then.

 

The consumer team at Refresh PR has also been shortlisted for an MPA Innovation Award for its work for client Esteem - No Pause, which manufactures clothing for women experiencing the menopause. The campaign, which encourages women to talk about their experiences, incorporated video, media activity, face-to-face engagement and social media work (to name but a few). Another truly integrated campaign!

 

For all of our clients at Refresh PR we strive to deliver effective, measurable campaigns that don’t just use vanity metrics but actually make a difference to the brand. If you want to speak to us about creating award winning campaigns then email info@ RefreshPR.co.uk or call 0161 871 1188.

 

Tagged with: B2B PR agency Manchester , Consumer PR Manchester, creatiive agency Manchester

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Why Did the Chicken Cross The Road? To Teach Us About Crisis Management



We all know about the recent KFC ‘Chicken Gate’ news story. Some of us will have experienced the chicken-less disappointment of an empty restaurant first hand, others will have read about it in the media, and some may have seen their social media connections in uproar about the situation.  

 

A chain of chicken shops running out of chicken and having to close restaurants nationwide is a pretty big crisis by all accounts, and will ultimately cost the fast-food chain millions.

 

But what really got people talking is KFC’s reaction to the crisis. The full page ‘FCK’ image placed in a national newspaper was genius. It didn’t make excuses, it didn’t pass blame – the company owned up in a funny, but to the point, tone of voice, and most importantly it apologised.

 

The image caught the attention of celebrities and marketing professionals alike, all praising the response, but the debate in the Refresh PR office is around whether this is an advert or a PR stunt.

 

Many people have called it a masterclass in PR crisis management, however does using paid for media space remove the PR element of the reaction?

 

The crisis reaction will have been designed by an advertising agency, the space in The Metro will have been bought by a media buying agency, so can this be classed as PR?

 

Here at Refresh PR we decided that this is an example of first class crisis communications, not necessarily PR – although that will have played a part.

 

The chicken shop didn’t wait for a nib in a newspaper carrying their quote apologising for the situation, or for a 30 second video of a spokesperson being interviewed outside of a restaurant. They owned the situation they were in by being bold, brave, funny and apologetic.

 

They understood the power of social media to spread the word and that ultimately with the right advert and the right sentiment, their customers would respond in the way they needed them to – by sharing pictures of the advert and most importantly forgiving them. 

 

So hats off to the Colonel and his marketing team – they nailed this situation with the perfect crisis communications response.

 

To learn more about crisis communications why not attend our event on 11th April 2018 https://www.eventbrite.co.uk/e/crisis-communications-would-you-know-what-to-do-tickets-43308180935

 

 

Tagged with: creatiive agency Manchester, Creative Agency, Food & Drink, food and drink PR agency, leisure PR, lifestyle pr, Manchester, PR agencies Manchester, PR Agency Manchester

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Roses are red, violets are blue, which Valentine’s Day campaign would you choose?



How did you spend February 14th? Did you end up having a romantic dinner for two, or crying alone into a tub of Ben and Jerry’s? With the hype surrounding Valentines Day, it can be hard for PR campaigns to stand out from the crowd. Here at Refresh PR certain campaigns didn’t go unnoticed. Here are a few that caught our eye:                                                                                                                                                                                                                       

Greggs - Greggs decided to mix things up this Valentine’s Day by becoming the antithesis of its normal self and hosting candlelit dinners for customers. A selection of its branches turned into restaurants, accompanied with dimmed lighting and classical music. Although only available at five of its branches, this story was covered far and wide, proving to be a PR success.

 

Moonpig – Moonpig partnered up with NHS Blood & Transplant to encourage the public to sign up for organ donations. Pun-heavy cards were created to help raise awareness for the cause and 6,400 free cards were given to those on the organ list. Delivering a strong social message as well as creating awareness for the brand, this is a firm favourite at Refresh PR.

 

Uber Eats – For those who remained single this Valentine’s Day, help wasn’t too far away. Renaming the period from the 14th February to 18th February as #BFFWeekend, Uber Eats offered friends the chance to buy one get one free from a number of their restaurants. When the brand undertook research last year, it found the most popular dish ordered on Valentine’s Day was in fact a donner kebab, so this was of course included in the deal.

 

Refresh PR – It would be rude of us not to mention our own Valentine’s Day campaign. Here at Refresh PR we hand delivered heart shaped balloons to local businesses and sent our clients personalised cards. It was our way of spreading a little love to those we work closely with, and resulted in interaction on our social media feeds, as those who received our gifts sent us their own message using the hashtag #LoveRefresh. It goes to prove that even the most simple of ideas go a long way!

 

PR campaigns built around specific times of the year can be a great way to create brand awareness and encourage new business. If you believe your company could benefit from a PR campaign, get in touch with us on 0161 871 1188.

 

 

 

Tagged with: creatiive agency Manchester, Creative Agency, Food & Drink, PR agencies Manchester, PR Agency Manchester, PR Manchester

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Maximising the Media Agenda to Make Brand Impact



Any keen social media user knows by now that there is a national day for everything. As soon as we’ve finished stuffing our faces with Domino’s on National Pizza Day (9th February), we’re kicking back with a cocktail on National Margarita Day (22nd February).

 

Along with the weird, wonderful and quite frankly obscure (National Open an Umbrella Indoors Day – 13th March, in case you were wondering), there are days that genuinely have a big impact on the media agenda. The most obvious of which is Christmas.

 

On the run up to December 25th, you can’t open a newspaper or go online without reading about festive decorations or gifting ideas. So when BuildMyGift.com asked us to support the launch of its new website in November by generating coverage in Christmas gift guides we grabbed the challenge with both hands.

 

We knew that we had to make a big impact-and-fast for BuildMyGift.com and ultimately our coverage had to drive website traffic. To do this we used tactics we knew would secure online coverage with a live link. This included a strategic mix of media outreach, blogger partnerships and top tips and features, working with a leading gifting psychologist.

 

This three month campaign resulted in 89 pieces of Christmas focused coverage in titles including Metro.co.uk, Glamour.co.uk, Express Online and The Scotsman. The team also secured a further four pieces of coverage in the news pushing the brand’s Valentine’s Day offering, including a mention on This Morning.

 

Using Google Analytics we were able to track the success of this coverage, proving that it not only drove website traffic but also generated sales at these key times.

 

For vegan health, beauty and wellness brand, Arbonne, the new year not only marks the start of the ‘New Year, New Me’ craze, but also Veganuary, a campaign that encourages people to go vegan for the month of January.

 

Knowing the impact this has had in previous years across the media and popular culture, and veganism’s overall rise in popularity, Refresh PR’s consumer team worked closely with key target media to secure inclusion in product roundups, in 11 top tier titles throughout January, including Elle, Good Housekeeping and The Daily Telegraph.  

 

To hear more about how we can generate coverage for your brand at the right time, in the right place, contact info@refreshpr.co.uk.

 

 

 

 

 

Tagged with: creatiive agency Manchester, Creative Agency, PR agencies Manchester, PR campaign essential, Press office, Public Relations North West

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Change and acquisition management – How Refresh PR can help



In the busy world of acquisitions and mergers, it can be easy to deprioritise your outward-facing brand image and messaging, in favour of keeping staff and stakeholders informed of progress – especially if you’re making multiple acquisitions each year.

 

Change can be a major of cause of internal concern, so of course it’s important to pay extra close attention to how it should be handled in your communications plan. But equally as important, is the way in which you manage the messaging around the change, outside of your own four walls. As such, any company going through an acquisition, purchase or merger should work with a PR agency specialising in change management in order to streamline communications across all relevant channels.

 

Here at Refresh PR, we’ve a vast amount of experience in supporting companies through these significant and testing times. In the last month alone, we’ve helped two of our clients with their media liaison and internal communications during the course of acquisitions, to ensure sensitivity, manage staff expectations and retain a positive sentiment around both brands.

 

Whether it’s advising on the strategic messaging, providing support to your internal marketing team or developing a robust media procedure, Refresh PR can co-ordinate all decision makers and stakeholders in order to ensure a stringent process is put in place, which can be replicated for each future acquisition or merger.

 

To hear more about how we can support you through your next large scale business change, contact info@refreshpr.co.uk.

 

 

 

Tagged with: acquisition PR support, B2B PR agency Manchester , Change management PR, creatiive agency Manchester, internal PR, PR agency UK

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Refresh Kick Starts a Campaign to Break Menopause Taboos



In order to normalise the conversation and break the taboo around menopause, Refresh PR is launching the Don’t Pause The Talk campaign for our client, Esteem.

 

Nightwear brand, Esteem, is the solution to night sweats and hot flushes for women going through the menopause. Founder, Jane Hallam, will soon be a key figure in the conversation around the menopause, which up until recently hasn’t been happening at all.

 

With a gradual increase in media attention and a wave of celebrities now coming out to discuss their experiences, Esteem wants to give other women who are suffering from the menopause the confidence to talk about it themselves and share how it has impacted their lives.

 

To kick-start the campaign we worked with our filming partners, Trunk, to capture two focus groups talking openly and honestly about their experience of the menopause – the good, the bad and the ugly.

 

The revelations emerging from these focus groups will form the basis of the campaign, being seeded out via social media to show women it’s OK to talk about the menopause and encourage conversation about this currently sensitive topic.

 

Watch this space for the video footage and join the conversation using #DontPauseTheTalk.

 

To talk about how Refresh PR can give you ownership of industry conversation call, 0161 871 1188.

 

 

 

Tagged with: B2B PR agency Manchester , creatiive agency Manchester, Menopause PR, PR agencies Manchester, PR agency UK, Public Relations North West, Video and PR

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Maximising a new product launch



Marketing managers, R&D teams and sales reps work hard to bring new products to market. There’s even more pressure to deliver when products are seasonal and need to be ready to launch ahead of the key buying times, whether this be summer or Christmas (or any time in between). After months of toiling away testing and learning, running focus groups, revising, remoulding, reformulating and testing again, the satisfaction of knowing a product is ready for sale is truly special.

 

So, what’s the new product launch plan?  After all, this has been a key focus for many of the internal teams for months, so all eyes are on the marketing department to make sure it keeps up its end of the bargain and promotes the launch effectively. Have a look at some of the options below.

 

For the frugal

Isn’t it often the case that despite the blood, sweat and tears, when it comes to marketing there’s no additional budget available to launch? While frustrating, it doesn’t have to be a problem.  Firstly, ask your PR agency to build the new product launch into its existing retainer for a start – unless your agency is delivering a specific plan to specific targets (and therefore this falls outside of the existing plan) it shouldn’t be a problem, and the agency will be delighted to be flexible and support the new product launch. Then challenge your agency – what new ideas does it have? This is a major product launch, so you need more than a standard press release. When a strong idea is presented, it often equates to a little more budget being found. Finally, how do they suggest tracking the PR activity and linking it to results – so you can effectively report back your success to the Board?

 

So, you have a little bit more budget? 

Excellent! Ask your PR agency to get creative – this is a must to cut through the volume of noise out there in 2018. Creative doesn’t have to break the bank, but it does have to mean clever thinking. Give your agency a budget - you should have a strong enough relationship with your agency to trust that they will maximise this for you. Without a budget, ideas could be way off and you could end up wasting a lot of time.

 

Whether it’s a B2B or B2C product launch, creativity is essential. If you’re not getting this, try to provide some examples of product launches you like, and have obviously delivered in terms of sales – this may give your agency a guide and may help, particularly if it’s a new relationship.

 

You’ve been told money is no object?

Lucky you! While extremely unlikely, it’s not unknown! Ask your PR agency to lead on an integrated launch plan for you. A good PR agency will have strong links with partners, such as creative, digital and SEO consultants. Some will choose to have this resource as part of the agency already, and others will choose to bring on relevant third parties who are particularly skilled in either the job at hand or in a specific sector. Together, they can formulate an integrated campaign combining key elements that your campaign needs.

 

Again, if you follow key influencers who you feel could represent your product well, tell your agency. Work in partnership with your agency and you’ll get the best results – we aren’t mind readers but we are keen to make a success of everything we do, and will happily adopt a client’s idea, expand, offer more suggestions and make a damn good success of it.

 

As entrepreneurship and innovation continues to be embraced by the UK, and as more and more products are launched each and every day, the competition to grab attention is getting harder and harder. Creativity is essential, but this is only successful if combined with a strong and organised plan which is executed efficiently with enough budget put behind it to buy the time to achieve great things.

 

Our top tips for marketing managers:

-        Plan ahead of time: the more time an agency has, the better it will deliver the campaign. This is even more important if it is a seasonal product which must go to market at a certain time of year, or if the activity needs to support a six month product listing (this is not a lot of time to mobilise and deliver a campaign!)

-        Know your budget and tell your agency: If they advise it’s not enough, it probably isn’t – after all, they only want to succeed and continue to work with you! Be fair with them, and they will work hard for you in return

-        Be proactive with the relationship: share ideas and thoughts as this may spark more ideas at agency end, resulting in some fantastic collaborative work

-        Tell them how you want to be communicated to: not sure what your agency is doing? Chances are the team is working hard for you behind the scenes, but if you don’t know, ask! Ask for weekly updates, a regular call, face-to-face meetings or Facetime. At the same time, make sure this doesn’t eat up most of your budget!

-        Be clear with KPIs: ensure internally you have these signed off, so everyone knows what success looks like

-        Celebrate with them: you get a pat on the back? Give them a quick ‘thank you’ – you’ll be top of the to-do list the next day, I promise

 

 

 

 

 

Tagged with: B2B PR agency Manchester , creatiive agency Manchester, Creative Agency, ideas for PR, PR agencies Manchester, PR agency UK, PR campaign essential, PR for new product launch

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What I Love About PR This Valentine’s Day



So this Valentine’s Day, as everyone is getting soppy over flowers and chocolates, I thought I would reflect on what I love most about working in PR. After all, you probably spend more time at work than with your significant other, so you may as well love what you do.

 

After a decade working in PR I have experienced the good, the bad and the ugly of the industry and I have also seen it grow and develop into a marketing force to be reckoned with, something that I know will continue. So here are the top three reasons why I love this job.

 

PR gets results

For a long time measurement has been a dirty word in PR. As we typically form part of a complex marketing mix it has been very difficult to prove that PR has activity driven any form of action – whether that’s a purchase, increased brand awareness, or footfall/web traffic.

 

But now, thanks to the changing face of the media and improved analytics it is easier to see the impact of our activity. Now, more than ever, clients are wanting online coverage and it is easy to see why. Not only does it live on a site forever, but it helps improve a brand’s SEO and for ecommerce offerings, it can drive sales.

 

For example, we were able to track every piece of online coverage we got for our client BuildMyGift.com on the run up to Christmas to see how it performed. Having achieved backlinks on the likes of Glamour.co.uk, Metro.co.uk and WhatEmmaDid.co.uk, we used Google Analytics to track the activity and could prove it drove website traffic and even more importantly, sales.

 

PR is subtle

Now subtle isn’t always good when it comes to marketing, so bear with me on this one. It is very rare that you’d find a brand that wants a subtle approach to marketing; most want to make a big impact and fast. But with consumers now being hit with up to 10,000 marketing messages a day, sometimes too many in-your-face campaigns can become white noise.

 

PR has to be smarter than that. Just the other day a friend send me a travel article about the best places for a girls’ trip, which I read from start to finish, taking in the tips and advice on where the best bars and Instagram moments are.

 

It took a few minutes to realise that this wasn’t just a handy travel guide, but a PR feature for a new dating app, which received a couple of mentions throughout (with a live link of course). Now, if it is taking someone who works in the industry a few minutes to figure this out, then to the untrained eye the app is simply part of this feature recommendation. See, subtle, while aligning a brand with your values – now that’s clever.

 

PR is cost effective

Bill Gates said: “If I was down to my last dollar I would spend it on PR”, and let’s face it, he seems like a pretty smart guy. Bill knows that you don’t have to spend tens of thousands of pounds to make a big impact with PR. There are no big production budgets and you don’t have to spend a penny on buying the media space.

 

It is about putting your audience at the heart of what you do, and understanding where they see messages and what they trust (see point 2 – subtle and clever). Sometimes the most effective piece of PR is one that didn’t cost a thing, other than a person’s time; a person who is creative, strategic, intelligent, forward thinking and adaptable to audience needs. And luckily I am surrounded by those people every day.

 

What do you think?

 

 

 

 

 

 

Tagged with: B2B PR agency Manchester , creatiive agency Manchester, Creative Agency, North West , PR, PR agency, PR Agency Manchester, 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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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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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

 

 

 

 

 

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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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Little Miss… SEO Superstar



The ultimate aim for anyone working in PR is to create and deliver campaigns that can reinvent themselves time after time after time, and never grow old. But in recent years, what’s happening with Google and its algorithms is dictating more and more of our work and to get it right, you have to think outside the traditional realms of ‘PR’.

One recent example came with the news that an addition is being made to the Little Miss and Mr Men book collection. The newest member of the family, Little Miss Inventor, is a polite nod and point of inspiration to young girls who might consider taking up STEM subjects in school.

It’s a clever move to both gain a new audience and re-engage an already loyal following, but also demonstrates the brand’s ability to mould its offering in line with current affairs, trends and an ever-changing audience, making itself always relevant.

You could argue the new character could’ve been anything – Little Miss Botox, Mr Protein Shake, Little Miss Vlogger – and it would’ve received as many headlines and column inches as Little Miss Inventor did. That might be true. But what the news HAS done, is got PR bods wondering to what extent this choice of character was a strategical decision in line with Google search terms?

Was it a coincidence that just a few days after the news broke on Little Miss Inventor, Philip Hammond announced a huge amount of investment into STEM in UK schools? The Chancellor revealed in his Autumn budget that schools are set to receive £600 for every student taking A Level maths, and more resource is to be allocated to technology departments.

Was it just by chance that they created a character in line with one of the most written about subjects in the world right now – the skills gap, and role of women, in STEM industries?

Was it just a fluke that Little Miss Inventor came at the same time as we’re being encouraged to support cottage industries, local suppliers and technological innovation, not just in our professional lives but in our personal lives too?

All of the above makes STEM one of the most searched for Google terms of recent years, and aligning a PR campaign with trends of this type makes for great organic SEO results – something brands the world over are trying to achieve – thanks to Google’s algorithms.

Type STEM into Google today, and what appears on Page 1? We’ll give you a few clues: She’s yellow, with green hair and a pencil behind her ear.  

 

Tagged with: B2B PR agency Manchester , creatiive agency Manchester, PR, SEO

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Does ethical PR equal good PR



In this fast moving industry where do we source our ethical guidance?

As marketing professionals it is our role to promote people, brands or companies, to change consumer behaviour – whether that is buying a product or voting for a politician. But with this power comes responsibility, as Bell Pottinger recently found out when it was removed from a leading industry body, following a campaign that the PRCA claimed spread racial hatred.

We also recently read about the TV advertisements which received the most complaints in 2017. One featuring a businessman twerking in high heels, another a kissing scene between a same sex couple and one which shows a mother telling her son about his dead father’s favourite  burger.

Whether you are offended by these ads or not, the point is that there is a regulator which is actively protecting UK consumers from misleading advertising or ones they find inappropriate. Whereas for PR the lines are not as clear-cut. 

For example, the ASA has recently tightened its rules on advertising high fat, salt and sugar foods (HFSS) to children, following the original ruling in 2006, to include social media – a reflection of children’s media viewing habits.

However, this ruling doesn’t include any PR activity. Yes, the PRCA and CIPR have codes of conduct, but these are best practice guidelines which allow you to be part of the industry bodies. There isn’t actual legal implications or restrictions for not following them.

So, it poses the question – where do PR agencies get their ethics from? 

Here at Refresh PR we get our ethics from our people and our clients.

Firstly we only employ the best people across our built environment, food, drink and retail, leisure and lifestyle, and tech teams, professionals who are able to connect the dots between business objectives, current consumer behaviour and future trends to create campaigns that achieve impact for all the right reasons.

Secondly, we will only ever work with brands that we believe in and which are as transparent with us about their operations as we are with them. From low calorie alcohol and botanically based health and beauty to student accommodation and social enterprises, our clients are passionate about their products and providing the best to their customers.

Both of these factors mean that we rarely have to question the ethical impact of the work we’re doing and if we are ever unsure we simply change tack, for something equally as impactful but without any negative connotations.  

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It’s Roald Dahl Day!



Happy Roald Dahl Day! Here at Refresh PR, we’re reminiscing about our favourite Roald Dahl books and celebrating the life of the much loved children’s author. Some of the team have shared their views on the books that added a sprinkle of magic to their childhood.

Sarah (Director)

Favourite Roald Dahl book - Charlie and the Chocolate Factory

“Charlie and the Chocolate Factory was my favourite Roald Dahl book as it appealed to me on two very different levels. The story really tapped into my imagination and senses.  I could smell the chocolate river, feel the marshmallow pillows and see the lemonade swimming pools. I desperately wanted to experience this chocolate factory.  Dahl’s ability to capture my vivid imagination made the strong moral message about good behaviour and kindness being rewarded over greed, laziness or ill-manners, even more profound. “

Erin (Account Director)

Favourite Roald Dahl book - George’s Marvellous Medicine

“The syntax Roald Dahl uses throughout George’s Marvellous Medicine is some of his very best – it’s practically poetry. I used to love imagining I was George, cooking up special potions in my kitchen, whether for good or bad. I think my mum probably came across a few random concoctions in the house, actually. Dahl is to blame!”

Christy (Account Manager)

Favourite Roald Dahl book - The Twits

“I have always loved Roald Dahl books and first read The Twits at school. It’s a bit of a twisted comedy, with some really interesting characters, which is probably why I enjoyed it so much!”

Emily (PR Assistant)

Favourite Roald Dahl book - The BFG

“This book will always remind me of my childhood. I immediately fell in love with the loving character that is the BFG, and I always wanted him to be my best friend. Roald Dahl’s ability to transport me to a magical world of dream catching and snozzcumbers was mesmerising.”

Aishleen (Account Manager)

Favourite Roald Dahl book - James and the Giant Peach 

“Roald Dahl had the amazing ability of bringing words on a page to life and truly capturing the imagination of any child, or adult, that picked up his work. There’s no holds barred with Dahl’s work, nothing is off limits and the fact that James and the Giant Peach was banned in numerous countries due to drink and drugs references makes it, in my opinion, legendary.”


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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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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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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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Refresh PR proves a success for start-ups



As an entrepreneur, launching a new business is an incredibly exciting time, but also one that carries overwhelming commitment and often, a lot of stress. It is therefore important for any entrepreneur to be working with companies that are equally excited and invested in the business’ success.

 

For new, often unheard of businesses, PR can play a significant role in raising awareness of a brand to their target market; introducing them to a potentially lucrative audience. Get it right, and it’s a worthwhile investment for the business owner and can help build the foundation for a successful future.

 

In order for PR to be effective for new businesses, the start-up and the agency have to be completely aligned on the business objectives. The start-up businesses have to be clear on what they want to achieve from PR – from listings and sales to brand awareness or improved SEO, while also taking the professionals’ advice on the best approach to achieve these goals and what will most benefit the wider business plan. An open and honest relationship from the start, as well as clear account direction, is required to deliver strong results.

 

Over the past few months, Refresh PR has worked with some impressive start-ups, including SkinnyBrands, the producer of Skinny Lager and Skinny Cocktails, and Calla Shoes, a bespoke shoe designer for women with bunions.

 

With each client, we worked to deliver results quickly and efficiently, understanding the client (and any investors) would need to see return on investment within weeks, not months.

 

For Calla, we carried out a press trip introducing the brand to some of the UK’s largest consumer magazines including Prima, Good Housekeeping, and newspapers including the Daily Express, all of which offer the perfect reader demographic for Calla.

 

Earlier this month Calla was included within the Daily Mail’s round up of brands that were set up by entrepreneurs looking to solve their own health issues. This feature went into the Daily Mail and the MailOnline, a combined reach of nearly 240 million, increasing traffic to the Calla website and resulting in a considerable increase in sales, a phenomenal and potentially pivotal achievement for a start-up brand.

 

For SkinnyBrands, trade press was a huge focus in order to secure listings in the UK’s major multiples, a target the brand quickly achieved. Buyers in Tesco and Morrisons, which now stock the product, expressed that they have been impressed by the brand’s unique product offering, as well as its strategic PR and marketing campaign running parallel to the sales success.

 

Seeing the tangible difference that a piece of coverage can make to sales isn’t always something you encounter every day in PR, but with start-ups, this impact is noticed and hugely appreciated.

 

If you are a start-up and would like to have a conversation on how we could support you, then please give us a call on 0161 871 1188 or email info@refreshpr.co.uk.

 

 

 

Tagged with: creatiive agency Manchester, Good product placement examples, Leisure, Lifestyle, Manchester, North West , PR, PR agencies Manchester, PR for start-ups, Public Relations North West, Wellbeing

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Being passionate in PR



99 per cent of PR professionals are passionate about what they do. A love for telling a great story, the buzz of media relations and the fast-paced nature of the job is what gets us up in the morning. Sometimes, however, a love for the industry is just not enough.

 

If you work in a PR or creative agency, chances are you will have clients in a range of fields. From glitter to plumbing, we have it all at Refresh PR and that old cliché, no two days are the same, rings very true. In order to do justice to your clients, a love of their industry, as well as your own is imperative.

 

PR’s speak with dozens of journalists in a day, and we need to persuade them that what our client has to say is more valuable than their competitors. Unless you speak about your clients with true passion, you’ll get nowhere. If the news doesn’t excite you, how do you expect a journalist, who’s received 40 similar calls that day, to be enthused? If you love what you do, and love working with your clients, this will come across. 

 

Being fully engrossed in your client’s work will eventually lead to your PR agency being an arm of their company, rather than a supplier-customer relationship. Once this happens, you’ll automatically be kept in the loop regarding company news, be able to contact everyone and anyone when that golden opportunity comes through and be totally honest with them- a valuable but often over overlooked trait in our industry. At Refresh PR, we promote hot desking at our clients’ offices, giving us a chance to see what they do, and how they work day to day. Realistically, can you ever really get a true insight into your clients from just a bi weekly WIP call alone?

 

You’re much more likely to want to learn about an industry or topic that you’re interested in. Whether it’s cosmetics, food and drink or heating installations, find what excites you and you’ll never work a day in your life.

 

 

 

 

 

 

 

 

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Glastonbury – The Ultimate PR Win



Last month I left my real life at Manchester PR agency, Refresh, behind to spend five nights sleeping in a tent, while getting up close and personal with thousands of people who hadn’t washed in a few days – that’s right, I went to Glastonbury.

Anyone who hasn’t made the pilgrimage to Worthy Farm may read that opening paragraph and shudder with dread, but those who have experienced the magic of Glastonbury will be nodding along, knowing that those things that would usually fill people with fear are all part of the experience.

Where else can you crawl down a rabbit hole and party with Brad Pitt (apparently he was there, although I didn’t see him), watch films in a fleet of vintage cars, see circus performers at 1am – not to mention the music?

From secret acts and unknown musicians to the Foo Fighters finally headlining the Pyramid Stage, Glastonbury offers something unique – which is why tickets can be harder to get your hands on than Willy Wonka’s Golden Ticket.

And each year around October time there are newspaper articles about how the festival has sold out in record time, with countless fans turning to social media to complain if they were unsuccessful or to celebrate their excitement if they were one of the lucky ones.

And as a PR professional I can see why this record speed growth and demand is occurring – the ultimate PR coverage – the BBC!

Due to the BBC’s regulations, the corporation isn’t a PR’s best friend – they have to remain impartial and not to be seen to be advertising brands, yet they give unrivalled coverage to this incredible event each year.

Returning from Glastonbury you are greeted with friends and colleagues who tell you which sets they watched on TV and how they have to go next year. And of course, who wouldn’t be swayed when they see thousands of people singing along to rock anthems or disco classics in a place so unique, you can’t describe it to someone who hasn’t been. Even whispers of “I’ve been to other festivals” have Glastonbury veterans’ eyes rolling – it simply isn’t the same.

The BBC’s coverage captures this perfectly and is therefore the ultimate PR dream – radio, TV, on-demand service, online – a huge achievement for any creative campaign.

If we need to measure this impact, let’s check back in October 2018 and see if tickets take longer than 50 minutes to sell out. Watch this space…

 

 

 

 

 

Tagged with: BBC, creatiive agency Manchester, Creative Agency, festivals, Lifestyle, PR, PR agencies Manchester, PR Manchester, Public Relations, Public Relations North West, Social Media, Twitter