Jo Detavernier, vice president of Swyft our US partner and the founding firm of our global network, First PR Alliance provides this helpful two part guide for UK tech companies on how not to get lost in translation when venturing across the pond:
Part two UK marketing to US: getting it right
Any modern marketing and PR campaign must be integrated. Integration implies that you will try to have your ‘owned’ (your website, blog, etc.), earned (media coverage) and paid (advertising) channels working together to reinforce one another as much as possible. In many cases ‘shared’ (online shares) is added to the mix, which when added equates to PESO (paid, earned, shared & owned). In what follows we stick to the first three tracks and count shared with earned.
Here is a list oof tools that are available for a marketing and PR campaign in the US. For each campaign you will be making a very unique selection of building blocks. And since you have now been fairly warned about selecting the right market segment, speaking the right language, funding your effort sufficiently and employing the right channels, all of your marketing activities will now be poised to yield the highest possible return.
- Website with content and style tuned to an American audience (either a U.S. site or American pages on your global site) and plenty of call-to-actions to help people convert through the sales funnel.
- Blog with articles that depart from the benefits of your products or services as they are relevant to American buyer personas.
- Newsletter to send out content that is geared towards different buyer personas.
- Video content aimed at providing valuable information to prospective buyers.
- Distribution of press releases to American news outlets that serve your target audience and to wire services (e.g., Business Wire) when warranted.
- Offering interviews to journalists that attend a trade show at which you have a booth.
- Pitching of stories, on an exclusive basis where practical, to journalists.
- Press tour whereby you visit the offices of journalists for one-on-one talks (this assumes you are a sizable player in your respective industry or are first-to-market with disruptive technology).
- Contributed articles to trade magazines.
- Advertising in print or online media.
- Promoted content and/or ads on social media.
- SEA on Google and/or Bing.
- Sponsored posts (native advertising) / advertorials in print or online media.
- Sponsoring of podcasts.
Integrating owned, earned and paid
As mentioned earlier, marketing and PR campaigns that yield the best results are ones that are fully integrated. Pitching interviews on a story in October, promoting posts on Facebook in January and paying for a sponsored article in March can and will have some impact, but they are not nearly as powerful as a fully integrated campaign where you bring everything together in ways that are mutually reinforcing.
Let’s illustrate this with an example. Let’s say you have just conducted a survey about a hot issue in your industry. How can you maximize the impact of that survey to increase brand awareness and stimulate lead generation?
- Owned: You can make the survey report available on your site for people who leave their email address (make sure you respect American CAN-SPAM regulations while you are at it); write a series of blog posts on the results, illustrated by an infographic; dedicate a status update to the survey on your Facebook page; and publish a slide deck on your SlideShare account.
- Earned: You can send out a release about the survey (after negotiating a scoop with a major tech news outlet or a trade publication if it’s got strong enough news value), pitch interviews with your CEO about the results and use the survey to feed your proof points for a contributed article in a key trade magazine.
- Paid: Companies will typically not pay to promote a survey, but the buzz that is created by the survey will allow your now ‘primed’ audiences to be extra receptive to any advertising campaign that you would want to run in the months following the campaign.
In these two blogs we have discussed what some common mistakes are that European companies that are looking to expand in the US will typically make and what advice these companies should heed if they want to succeed across the pond. The American market is in many regards very different from aThe UK and those entrepreneurs and marketing managers who stick to their UK playbook when arriving in the US will do themselves a huge disservice.
This white paper is based on the Swyft white paper How Should European Companies Write Their American Marketing and PR playbook? Swyft is the founding member and organizer of First PR Alliance. For more information on Swyft, visit growswyft.com
First PR Alliance is a network of independent PR and marketing agencies that offers highly-coordinated support spanning borders, time zones, languages and cultures. For more information, visit firstpralliance.com.
Can a journalist comfortably hang out with PRs ?
Our in house writer and working tech journalist Sandra Vogel explains how it works for her…
There are some who say journalists and PRs are chalk and cheese. They want different things, they see the world in different ways, and it is impossible to work in both camps.
But that’s not true. It is possible to be a freelance journalists who also works with PRs.There can be significant benefits to working in both camps.
Fellow freelance PR Lianne Robinson makes it brief.
I saw this tweet from Tom Knowles a few weeks ago, And it stayed with me. I see this type of thing all the time. Paragraphs beyond paragraphs of long clunky words with no clear explanation as to what it is they are trying to say.You can spend what seems like an age watching a company description going around the various the heads and powers that be of a company. I know this as I’ve worked in-house too. Everyone wants to add their own point of view, something that makes them feel that they played a part in the creation of the copy. But in doing so, adding a long word here and a bit of jargon there, we can completely lose all sense of what we’re trying to say.
As our junior’s three year PR degree draws to an end and the student loan looms large, she asks: Was it really worth it?
Ultimately only time will tell (although I would
like to think YES) as I am yet to graduate and secure a job in the industry.
However, I can still look back on my time studying PR at UAL and pick out the positves and negatives.
Firstly, I do think studying in London brings such an advantage to any student, particularly a PR student, as your University is located on the door step of some of the biggest PR agencies in the UK. Additionally, my Uni has fantastic connections with a variety of PR professionals, with completely differing backgrounds.
Consequently, every week we received a guest lecture from somebody different,
who would provide us with an insight of their experience in the PR industry and
offer advice to those wanting to take a similar path. For me this has been one
of the highlights of my PR degree experience. The talks have opened my eyes to the different paths, sectors and opportunities working in the industry has to offer.
The opportunity the university provides to being exposed to different PR professionals gives you the ability to be proactive and make connections. In
my case, if it wasn’t for Sam being one of my guest lecturers in my second year, I wouldn’t have landed an internship at the tech PR agency Hotwire in the summer of 2017. This then led to me landing my role as a junior for The Comms Crowd.
However, if I am being completely honest, if someone was to say to me do you
think a PR degree is worth it, I would struggle to definitely say yes. This is simply because I feel as though the duration of three years is far too long for the work that you do. In addition to this, obviously this differs depending on where you study, however my course has been primarily theory based. It has been interesting to unveil the theories and history behind PR, although I feel it could be argued whether it is necessary to have this knowledge to succeed in the PR industry.
So although I have obtained a great deal from studying a PR degree, I do feel three years is too long and nor do I believe it is essential if you want to go into the industry. In my experience, PR internships are not too hard to come across, once you
have gained the necessary experience from carrying them out. If you are hard
working, passionate and approachable it is possible to secure a role in PR without a PR degree.
After six years as a freelance PR – four of them as part of the Comms Crowd collective, PR Pro Debbie Smith muses on why it’s essential to know when to turn work down.
When you first go freelance, it takes a while to attract the volume of work you need to meet your financial targets, and for new (and hopefully exciting) opportunities to find you. You spend almost as much time networking as you do on client work: going to events, emailing friends of friends who might be helpful, meeting contacts for a coffee in the faint hope of a referral and stalking people who might be useful on social media.
After a while things settle down. You find some regular clients, even acquire some work on a retainer, and develop a healthy pipeline of new business. You’re enjoying your improved work-life balance and wondering how you ever managed a daily commute followed by 9-5 (and usually longer) in an office.
But then one of two things happens. Either a) you realise that work is gradually taking over your evenings and weekends or b) you don’t have enough work. Before too long, I guarantee that you’ll experience both. But the solution is the same in both cases – assess the situation, take a deep breath and if the situation isn’t working for you then simply and politely say “no”.
Turning down work is unlikely to be something you think about when you’re planning your freelance career. You’re too busy wondering how to find enough of it to pay for all the holidays you’ll now have time to take! But it’s a vital skill, and one where my track record has been a bit mixed. Here are some tips based on my experience.
1. Have a network of contacts with complementary skills
One occasion where I got it right was when someone who organised a local business club asked me to do some PR for her company. It was my first year in business and I needed more work. However, I’m a tech specialist and she worked in financial services, which requires very specific skills. I knew immediately it wasn’t for me, but fortunately I had a solution – a former (and trusted) colleague who’d also set up her own business and had many years’ experience in the sector. I put the two of them in touch, they hit it off and worked together for several years. The result was a success for all parties: excellent media coverage, both people remained good contacts of mine, I wasn’t stressed by trying to do work I didn’t have the skills or knowledge to do or ruin my reputation by doing a bad job, and the PR colleague passed on some other work to me.
2. Don’t be seduced by a challenge – and if it smells fishy, it probably is
In year two I wasn’t so smart. I wasn’t as busy as I would have liked and was flattered to be contacted by a tech company with an exciting new product. I should have said no when they said they wanted to get it into the national press – not my strong point – and looking back with 20:20 vision I should have asked more questions during the briefing, as something didn’t seem quite right. But they positioned it as a challenge, so I said yes. Unfortunately I wasn’t able to generate any national interest – and then I found out that they’d already try to do the same thing themselves, and called me in when they were unsuccessful. So the product wasn’t even new! The lesson I learnt was that if it’s outside your comfort zone, and especially if something doesn’t seem quite right, trust your instincts and quickly and firmly say NO THANKS.
3. Don’t overload yourself – remember that work-life balance
Recently a combination of retainer work, my own holidays and an urgent project meant I found myself working late into the evenings and going to bed with list of actions and priorities whizzing round in my head. Add to that the need to change all my personal emails away from my previous account (not recommended but unavoidable) and the pressure was on.
I managed to get everything done, but realised that I didn’t want to continue at the same rate indefinitely. As Sam pointed out when we discussed it, you need to remember why you started freelancing in the first place. In my case, that means time for family and friends, hiking, work with a community group, my new hobby of kiln-fired glass and our extremely bouncy rescue dog.
So we reorganised a few things, made sure everyone was playing to their strengths, and life is now returning to normal. The question I’m asking myself is why, when I’m so busy, did I offer to write a blog? When I suggested it Sam’s response was “that’s really funny” – but here I am. So practice saying no when life gets too frantic. Believe me, it gets easier every time!
I was recently interviewed for MK’s award winning PR blog. I taught Marcel at Westminster Uni where Ihe graduated with a distinction and he was also our junior for a year. In his #4PRQs series he asks a range of industry types the same four questions. The one I found most interesting was:
What is the biggest mistake of junior people you employ, and how can it be fixed?
And this is my expanded answer:The biggest mistake even the best junior makes, is trying to appear you are on it when you are not… saying you understand what you are doing when you don’t, not quite. I get the motivation – need to look like you are on it, don’t want to ask daft questions.
But we know coming into an agency life from an academic background is a huge shock: not least the speed in which things move:
- Agencies are always very fast, very busy and er slightly stressed and everyone apart from the new junior knows exactly what they are doing.
- The level of multi-tasking expected is unprecedented, it’s not unusual for a junior to sit across five or six accounts or even more.
- Being cc’d on every mail on every account sounds great right? you finally get to see what’s really going on. But believe me. it’s a high price to pay for wading through 200 mails a day, and where are you supposed to put them when you’ve read them? Are they all important??
So it’s no wonder juniors are over-whelmed from day one. But without complete understanding of what you are doing and why, even ‘simple’ tasks like updating media lists, or sourcing twitter feed content goes awry as the junior lacks the confidence to speak up and clarify any questions, resulting in frustration and lack of faith all around.Much better to fess up at the beginning and claim ignorance, especially in my sector where the subject matter is deep. I mean how is a junior supposed to be all over AI, blockchain, machine learning, crypto currencies – etc? We really don’t expect you to get it straight away anyway, so you just speak up and ask those ‘stupid questions’.
Sam Howard celebrates six years of not having a proper job.
The evolution continues: from lone freelancer, to collaborator, to creating the collective to now (albeit cloud-based) looking like a proper little PR agency with around eight retained clients and working with a regular crew of four senior and two junior PRs.
We all had a team meet a few weeks back and a common thread was the lack of stress around the job. (And yet when you go freelance it feels positively perilous, I still remember the early weeks lying in the dark staring at the ceiling mentally muttering g ‘oh god I think I’ve ruined my career’).
But what the crew were referring to is the complete lack of that type of stress that distracts you from getting the job done: someone checking on your timekeeping, the commute, the juggling of personal appointments, the annual leave quotas, the pre-occupation with promotions, job titles and perks, the jockeying for position, the vying for the boss’s favour – there is none of that.
The only stress is that of doing a good job for the client.
But here’s the thing – when you work for yourself the sense of ownership and personal responsibility is absolute, so every project, without exception, has to go well, in fact better than well, it has to be the very best you can get it.
So that client stress goes deep.
And even though we share everything, it’s still all too easy for perfect storms to occur… Like when in the space of one week we had not one but two of our beloved start-ups announcing funding, which in our world is a huge deal and requires an immense amount of logistics and planning, working with all the financial PR agencies, the fund providers and pitching to media in multiple sectors. And as luck would have it, in the same week it was end of module live assessment time for the class I teach at Uni… Nothing to be done but to disappear under the strain for six weeks and know you aren’t coming up for air until every stone is turned. And possibly I was a bit over emotional at the end of it.
So yes, freelancing can be stressful, but the sense of ownership, and of personal pride in work well done without any of the friction that comes with a ‘proper’ job, continues to make the freelance life entirely net positive.
Sam Howard survives another year of crash-course interviews.
In addition to tending the Comms Crowd, I have an enjoyable side hustle working as associate lecturer leading the Professional Employability module for Westminster Uni. Recently we conducted externally-invigilated panel interviews with every student for a hypothetical intern or junior role depending on their experience in PR, advertising, marketing events etc. There were two panels each panel interviewed 30 students in a day – intense. So you get a very succinct view of qualities that work in interview: Here were the ones that worked best for me:
IMMERSED – Those that could clearly demonstrate a calling for the industry, enjoyed discussing campaigns and liked watching how stories played out in the media. These candidates were able to demonstrate a very proactive choice of careers, almost a vocation and we loved talking to these guys, they were one of us already.
ENGAGED – Those that liked engaging with us were open and seemed to enjoy the process, This really stands you in good stead when so many candidates seem reluctant to even be in the room and the interviewer feels more like a dentist trying desperately to extract information, than a would be employer, .
TUNED IN – Finally those that demonstrated a (quiet) resolve, an innate understanding they had this one moment to convince us that they had the attitude, the attributes, the experience and skills to easily fit in a team and capably do a good job. Those that were successful substantiated passion with knowledge, balanced confidence with credibility, openness with professionalism and demonstrated a positive rationale.They did not get distracted by their nerves, let the occasion overwhelm them, nor lose their way in an effort to become our NBFs, but just resolved to take that opportunity to show us the best of themselves with every answer. In short they had FOCUS.
But if these are not key qualities for you the great comfort of course is most all PR firms don’t rely on interview alone and applicants are given the opportunity to match the talk with the walk, demonstrating their skills and abilities in a variety of tests from proof-reading, pitching, aptitude tests, copy writing etc – and then it of course becomes a very level playing field. Hurrah!
Newest Comms Crowd recruit and PR Pro, Lianne Robinson, looks at how the brave and the bold can get the better of Brexit.
Any economic event brings with it a period of uncertainty. We saw it back in 2008 when the market crashed and we are seeing it again now courtesy of Brexit.
When situations like this happen, it’s tempting for a company to crawl under a rock and keep quiet. But, at a time when staff, clients and other stakeholders are looking for answers, it’s imperative to have a voice and adopt an honest and open communications strategy. Doing this not only helps to protect its reputation but it also reduces the risk of a negative fallout later down the line.
In 2006, I landed a job in property PR. Back then it was one of the most exciting and fastest moving sectors in which to work. The industry was booming and companies were reporting significant growth and opportunity across the board. Then at the turn of 2008 the recession hit and disaster struck.
In those dark early days of fear, the companies who realised that the situation could yield opportunity had to react fast and work closely with their PR teams to reassure their stakeholders. In such volatile markets, it became vital for businesses to be much more visible, open and out there promoting the positives. There was a real need for company spokespeople to provide shareholders with a degree of confidence that action was being taken and businesses needed advice on how best to proceed.
It is widely noted that the Brexit result came as quite a shock to many. But companies across the country would have spent months, even years, planning for the possible outcomes of the EU Referendum and discussing their business strategy. Most businesses will have a game plan to put into action and now is the time to engage with key stakeholders on the significance of the decision and what it means for the business.
When markets become nervous, it is important to be a voice of reassurance, emulating a sense of calm and trust in order to bring people with you and protect the reputation of the business. Companies who think carefully about the issues and position themselves with care, have a real opportunity to use recent events to help build their profile and garner support. There is a lot to be said for those who are among the first out there providing guidance and confidence.
With something like Brexit when the outcome as a surprise to many, it is difficult to know what the right thing to say is and easy to let other put their head above the parapet to offer their opinion. When no one knows the most appropriate thing to say, only the brave and the bold are prepared to go on the record.
Right now there is much speculation around the future of the United Kingdom might and there are no ‘right’ answers. And while it’s true that yesterday’s news is no longer today’s chip wrappers as the growth of online and digital means that what you say is here to stay: offering a level of insight can pay dividends for the sake of supporting your stakeholders and the continuity of your business as much as anything else.
From our latest recruit, Marcel Klebba, social media activist and occasional junior.On gaining an essential PR skill – you’re never to young to start with the multi-tasking…
It’s 5PM. I am drinking my Earl Grey with (skimmed) milk, while writing this post. Playing in the background I have Radio 4’s Today Programme podcast from this morning that I didn’t manage to listen to till the end. As the Polish team is playing some decent football in Euro 2016, I am also following the score on my phone, while at the same time I am on my second screen monitoring multiple tweets and twitter feeds on TweetDeck.
This is taking multitasking to a whole new level, even for me!I multitask all the time. I have to. My life is quite busy so learning how to multi-task is a must for me. I am a PR student, part of the virtual Comms Crowd, while also making beautiful coffees on weekends at my local coffee shop. Whenever I have a bit of spare time from uni I try to get as much work experience as I can which is often hard. Once back home, after a full day of work or lessons or meetings, I still find myself having to to write an essay for the course or do prepare some posts for our clients’ twitter feeds. As I am a good son, who is living away from home, I can’t forget about face-timing my Mum, as well.
Multi-tasking is the skill that nowadays really pays off and that can give you a massive advantage, especially in PR where you need to be able to manage your schedule, meet clients’ deadlines, attend meetings while at the same time carrying on with your routine comms work .
Apart from its numerous advantages, multitasking has some drawbacks. Obviously, when doing too many things at once you run the risk of not doing any of them right Therefore, something tells me that I now need to pause the radio in the background in order to focus on my writing. Knowing when and what to prioritise is essential as well: keeping track of the football score, even though it’s super important for me,is not as time-sensitive and paramount as the work that I need to deliver for the clients. Juggling everything isn’t impossible and is extremely rewarding. Being praised for good work by Sam, is a superb feeling and keeps me motivated.
Talking of Sam and the Comms Crowd, I would not be able to do social media without the agency being, as we like to call it, cloud-based. It gives me the opportunity to work anywhere and anytime… within deadlines, not to upset Sam!
Comms Crowd’s approach is really innovative. Communication between all the members is being done via email and we share all our work on drop box we are all in our own offices, in some cases – living rooms. Comms Crowd gives us all flexibility and the chance to nurture not only startups, but also our kids, our hobbies, or, in my case, get the top mark for my Online PR module at uni. That’s The beauty of freelancing, as Sam has said, the beauty of multi-tasking I say!