Gary King

Good morning today spent with one of our clients at 44 Communications Ltd talking through the results of recent research into one of their core channels. In the past (read: pre-covid) we used to run semi-regular Focus Groups to find out what employees were interested in for the channel. Whilst they were valuable, they took a lot of time to organise and pulled hard-pressed workers off the job for an extended period of time. Not easy to do when there are deadlines and priorities competing for attention. So, this time we worked with the client on a programme of 'Speed focus groups' - fast conversations with employees asking a set of questions and quickly exploring themes. No more than a few minutes of time but some great insights and ideas raised. Added to survey results, these give some flavour and life to the numbers, helping us work with the client to frame an action plan. It's not the first time we've done these. It can be hard getting opinions from front line workers whose priority is service delivery on tight schedules and with limited resources. So, it's important we take time to design measurement approaches that fit their world rather than demand they fit into ours. Just goes to show, research and insight can be done even when operating circumstances may make it seem difficult. It's always worth asking the question "what do you think about...". #internalcommunications #research #engagement #measurement #channels

6

Unlock the power of digital marketing to drive Yorkshire exports with our on-demand webinar 📣 This webinar dives deep into the most effective digital marketing strategies for B2C and B2B businesses seeking international success. Key topics covered: ✅ Effective multilingual SEO techniques ✅ Scalable content methodologies and PR ✅ Essential tips for translation and localisation ✅ Cost-effective approaches to reduce and maximise opportunity ✅ Winning strategies for international pitches Watch this webinar with Martin Calvert, Marketing Director at ICS-digital and ICS-translate, and take your digital marketing strategy to the next level. ➡️ View the webinar here: https://lnkd.in/ej9xaYhV #Digitalmarketing #Exports #SEO #Internationaltrading

5

Why a Broad PR Distribution Network is Key to your PR Success A wide network of distribution partners is vital for maximising your PR efforts. Here’s why: → Maximising Reach 1. Partners such as media outlets, influencers, and bloggers significantly expand your reach. 2. Targeted Messaging: Different partners let you tailor messages to specific demographics, ensuring your news reaches the right audience. → Building Credibility 1. Third-Party Trust: Sharing news through respected partners boosts credibility and trust in your message. 2. Reputation Growth: Consistent exposure across various platforms enhances your brand’s standing. → Boosting Engagement 1. Higher Interaction: Partners with loyal audiences increase the likelihood of your news being engaged with and shared. 2. Cross-Platform Reach: Sharing content on various channels improves visibility and interaction across platforms. → Diverse Storytelling 1. Unique Angles: Different partners can present your news from various perspectives, appealing to diverse audiences. 2. Multiple Formats: Distributing content in different formats (articles, videos, podcasts) keeps it fresh and engaging. → SEO Benefits 1. SEO Boost: Featuring your content on multiple platforms improves your site’s search rankings through quality backlinks. 2. Wider Presence: Increased distribution boosts your online visibility, making your brand easier to discover. → Crisis Management 1. Fast Response: Strong relationships allow quick distribution of corrective messaging during a crisis. 2. Controlled Narrative: Broad networks help you manage the narrative by quickly disseminating your side of the story. → Long-Term Partnerships 1. Ongoing Opportunities: Strong partnerships create future opportunities like collaborations, interviews, and co-branded campaigns. 2. Sustained Coverage: Regular distribution through trusted partners keeps your brand top-of-mind. → Positioning as a Leader 1. Thought Leadership: Frequent features in credible outlets position you as an industry authority. 2. Industry Visibility: Broad distribution increases your recognition among key players in your field. → Building Effective Partnerships: 1. Select the Right Partners: Focus on partners that align with your audience. 2. Foster Relationships: Regular engagement is critical to maintaining strong, long-term partnerships. 3. Tailor Your Pitch: Customise pitches for each partner’s audience and platform. Summary A broad distribution network is crucial for amplifying PR efforts. It increases reach, credibility, and engagement while positioning your brand as an industry leader. #Marketing #PR #Relations #Networking #AMBMarketingConsultancy

1

Great to see a big poster at Weston-super-Mare this morning for a London orchestra. For the next version, how about a QR code enabling the user to literally "share the wonder" through a channel-exclusive ticket offer for them and a friend? This simple change, supported by some box office work, would develop a static advert into an audience engagement and growth tool, and offer some v handy data off the back end. #artsmarketing

28

2 Comments

As part of Leeds Digital Festival back in September, I hosted a webinar with Jonathan Paget asking the question, ‘are tech marketers practicing what they preach?’ This webinar came off the back of our latest research report looking at the marketing readiness of Tech and IP-led companies. One of the most interesting insights we uncovered was the number of businesses that believe they have a genuine USP. However, in our experience, this is often not the case…Find out what else we uncovered here:https://lnkd.in/eUb7xqYx

4

Will the next government bring increased regulation for the UK advertising industry? The UK general election falls on the last day of MAD//FEST LONDON, so by the time Grace Carter gets on stage to start the party in E1, many of the votes for the political parties will have already been cast. One change that the new government could oversee is increased external regulation and governance of the advertising industry - would that be a good thing or a bad thing for you? Let's take AI for example. Katherine Viner, editor of the Guardian, recently called for AI regulation. She said, "Without quality journalism to train and ground large language models, these technologies would struggle to make sense of the world around them." Without quality, trusted data to train the AI models on, it is easy to see how we could get into a vicious circle of AI choking on its own exhaust fumes: 1 - Incorrect content published 2 - AI reads that incorrect content 3 - AI therefore writes incorrect content Crap in, crap out, as they say in the trade! ;-) I would also add that digital advertising relies on quality content that consumers spend time with, so that the advertising has a chance of having an impact. For example: The difference in dwell time on an MFA site, which uses GenAI to create the content and click-bait to get somebody there, to a page with 10 ads, is a world away from the experience of a subscriber to a premium publisher site, who logs on to consume the content they pay for and only sees a single ad next to that valued content. 💬 - What do you think - more government regulation or not? #ai #regulation #advertising

24

5 Comments

Exhibitions and conferences... something we are all accustomed to attending in our roles within the energy sector and most likely do with our eyes closed. But is your company's brand up to scratch and is your messaging aligned with your company objectives and vision? Gastech, OTC, Global Offshore Wind, ONS, ADIPEC, Subsea Expo and Offshore Europe, to name a few. We have orchestrated media opportunities all over the globe for clients and my biggest piece of advice is to not leave it too late. Working with the ThinkPR (Scotland) Ltd team as an extension of your mar/comms team helps embed Think into your business; understanding your goals, helping navigate the world of media, building trust with your team, working with management on personal branding and ultimately alleviating the stress and panic that can come with media interviews. Drop me a message if you want to know more or how ThinkPR can work with your business to elevate your brand. #PR #Marketing #BrandMessaging #PersonalBrand

19

1 Comment

A few days ago, I published the post below here on LinkedIn and on other social networks about my blog being in Vuelio's listing of the Top 10 UK PR blogs 2024. Some nice reactions here (thanks!) and there. On LinkedIn, though, within a few hours, I'd received email pitches and DMs from people wanting me to publish guest posts, with the promise that they'd promote the posts and "amplify my SEO presence," to quote one. All in exchange for "just a few carefully selected links," to quote another. It’s clear that LinkedIn is fast becoming a breeding ground for inauthentic, spammy, approaches. But the real question is: How do we maintain trust and authenticity in a space that’s increasingly being exploited?

1

1 Comment

Perfect partners don't exist. Perfect conditions exist for a limited time in which partnerships express themselves best. - Wayne Rooney Partner with Siliconchips Services Ltd. for the best results #publishing #journals #stm #openaccess #universities #publishingservices #copyediting #selfpublishing

3

There is both a democratic and business benefit for advertisers to support news brands in the lead up to a general election. When accuracy and fact-checked information is an absolute necessity, such as with a general election, news brands really come into their own, and it’s really important that advertisers support that. This is a cornerstone of democracy, and it costs money to provide it - can you imagine a world where deepfakes and influencers tell us how we should vote!? 👀 Not only is there a democratic need for advertisers to support trusted news brands, but there is also a huge business benefit as well in the shape of more attention. For example, The Spectator sees a 30% increase in audience numbers as we approach a general election, and the dwell time on an article pertaining to the election is also increased. In short, more people spend more time on our content, and I am sure other premium news brands see a similar trend. On top of that increase in audience and dwell time, there is a higher share of voice because the UK government, one of the biggest advertisers, stop activity in the run up to the election. I think that’s what they call a win-win? #ukelection #news #advertising

47

1 Comment

Effective communication in marketing is essential, whether it’s with your team, stakeholders, or customers. Here is Kate Field, KAT’s Marketing Manager, with her top tips for clear comms. #KATMarketing #EffectiveComms #MarketingTips #MarketingAgencyUK

1

Advertising isn't all about awareness. Driving action and creating business is another, equally critical focus 💰 Utilising the latest research from Radiocentre, we break down exactly how radio can deliver performance, alongside building your profile 📖

10

How can single-industry comms agencies thrive in a niche? 🤔 With over 21,000 PR agencies in the UK, competition for talent and clients is fierce. So how do independent, single-industry agencies stand out and succeed against the creative giants that do it all? In our latest podcast, we dive deep into this with Ravi Vijh, MD of Bastion – the UK’s top video games comms agency, which is on an incredible growth journey. From launching new divisions to hiring passionate people, Bastion is a shining example of how a focused approach can yield extraordinary results. 🙌 Tune in as we explore how a single-industry focus helps Bastion accelerate growth, foster diversity, and attract top talent in a competitive landscape. It's a must-listen for any agency looking to thrive in a single-industry niche! 🎙️Full episode available on Spotify - https://lnkd.in/g6uRNvWz #videogames #videogamescomms #publicrelations #pragency

6

It’s crucial for clients to consider their role in driving change and successful partnerships if they are going to create dial-changing work with their agencies. Many marketers, however, lack formal training in agency management, which can lead to: ❌Reactive firefighting ❌Inefficiency ❌A repetitive blame culture. Discover how our Upskill programme can put an end to these issues and help orchestrate success by contacting Vicky Gillan, or click the link below. https://lnkd.in/ebqgT5CH

5

💡 TOP TIP THURSDAY 💡 No.2: It's not a sales pitch. Pitches to journalists should be crafted with the intent to inform and engage, rather than sell. Journalists want stories that provide value to their readers, offer fresh perspectives and/or deliver important information. When a pitch comes across as a sales pitch, it can actually diminish the credibility of the story so make sure it focuses on relevance, timeliness and authenticity. The media relies on us/PRs/brands to be a source of credible and newsworthy information, so provide just that. When pitches are disguised as sales efforts, it can erode trust and damage relationships. A well-crafted pitch must highlight the story's news value, providing context, data and/or expert insights that can enrich the journalist’s work. Prioritise the journalist’s needs over a direct sales agenda. Good luck 🍀

12

2 Comments

The results are in! On the whole, Communications pro's who responded feel sector knowledge can be picked up if you have the right skillset and culture fit/attitude. Am I surprised? Not massively. Although, I thought sector and culture fit might put up a bit more of a fight. That's your mid-week food for thought, anyway. #Communications #hiring

14

1 Comment

Welcome to part one of the eBook 'Powerfully Practical PR', dedicated to a beginner-friendly approach to PR ✨ We dive into the 'What', 'Why' and 'Where' to start with PR, helping you create those initial objectives and targets. And to grab yourself a 2 for 1, if you buy a copy of our eBook this week you will also get a free downloadable to further boost your PR knowledge! 🧠 Download Powerfully PracticalPR today 👉 https://lnkd.in/ecGr5HCE #PR #eBook #PowerfullyPracticalPR

5

We’re finally able to share this exciting news - huge thank you to everyone who has supported us so far - from big organisations, to founders who gave up time to have a coffee with us over the last few years. Marketing Engine helps marketers prove what they do works. Not just the Google search ads at the last click, but the daily actions which drive success at each touchpoint from PR to brand to media buying. If you’ve ever struggled to tell the story of your marketing results despite having all the data and spending hours on the planning, this platform is for you. We’ve been there, and we’re looking for more people out there who feel like this to help us shape the roadmap for Marketing Engine. If you’re interested in testing the platform and being part of the campaign to put the trust back into marketing, DM me or Kieron Goldsborough 🤓 #martech #startup #marketing #teesvalley Business Tees Valley Tees Valley Combined Authority Innovation SuperNetwork Ignite Accelerator The Thinking Digital Conference Innovate UK Thank you Insider Media for the coverage.

38

15 Comments