Ik zoek een PR bureau in het Verenigd Koninkrijk

Ik zoek een PR bureau in het Verenigd Koninkrijk

Ik zoek een PR bureau in het Verenigd Koninkrijk

Ik zoek een pr bureau in het verenigd koninkrijk

Je hebt een leuk en succesvol bedrijf en de volgende stap is internationaal uitbreiden naar het Verenigd Koninkrijk. Of misschien ben je al internationaal actief en is nu de tijd aangebroken om je beter te profileren door middel van public relations. Maar waar begin je met zoeken?
 
Hier zijn vijf suggesties om het juiste PR bureau te vinden binnen het Verenigd Koninkrijk. Het is natuurlijk een optie om zelf de PR en marketing in hand te houden, maar niet elk bedrijf heeft hier de mankracht voor. En ondanks dat Nederlanders befaamd zijn om hun uitstekende Engelse talenkennis, vaak is men onbekender met de dagelijkse omgangstaal of uitdrukkingen die een persbericht of artikel net wat meer ‘oomph’ geven. Het is wellicht efficiënter en goedkoper om public relations and communicatie uit te besteden aan een PR bureau (of freelancer/zzp-er) in het land zelf.
 
1. WAT WIL JE BEREIKEN?

Voordat je überhaupt begint met zoeken, is het belangrijk om de doelstellingen te bepalen. Wat wil je met PR in het Verenigd Koninkrijk bereiken? Gaat het om een vrij kort lanceringsproject of is er juist een langere campagne nodig om het profiel van het bedrijf en leiders te verhogen? Wil je een nieuw product in de markt zetten en ben je op zoek naar creatieve ideeën? Of is het beter om de issues rondom een bepaald probleem aan te kaak te stellen? En wat is het budget? Een internationaal PR bureau inhuren geeft een heel ander kostenplaatje dan een eenmansbedrijf. Als je weet wat jouw bedrijf nodig heeft, wordt de volgende stap binnen de zoektocht wat makkelijker.

2. NETWERK

Benut je bestaande netwerken, in real life en natuurlijk op het Internet. Vraag familie, collega’s, klanten, ex-studentenvrienden en wie dan ook of zij iemand kunnen aanbevelen. Sommige PR bureaus hebben een samenwerkingsverband met buitenlandse bureaus dus leg de vraag zeker neer bij je huidige Nederlandse PR adviseurs. En dan zijn er natuurlijk de andere social channels, met name LinkedIn en Twitter. Gooi de vraag in de groep en gebruik de juiste #hashtags om ook diegenen buiten jouw bestaande netwerk te bereiken.

3. GOOGLE

Just Google it! Maar weest niet volledig afhankelijk van Google.nl of Google.com. In het VK wordt vooral Google.co.uk gebruikt en dan krijg je toch echt hele andere zoekresultaten te zien. Typ de juiste zoektermen, bijv. , of eventueel samen met jouw sector (, , …) voor de beste resultaten. Google is ook erg handig als je op zoek bent naar een PR bureau in een bepaalde stad of regio. Helaas is dit voor Londen minder effectief omdat er werkelijk honderden bureaus en freelancers in de stad actief zijn.

4. DE NEDERLANDSE AMBASSADE

De Ambassade in Londen heeft een uitstekende economische afdeling die steun kan bieden bij internationaal zaken doen tussen Nederland en het Verenigd Koninkrijk. Ze zullen geen specifieke bureaus aanbevelen, maar zijn volledig ingesteld om Nederlandse bedrijven te begeleiden en in de juiste richting te sturen. Zit je nu toevallig in het noorden van Engeland dan kan NBSO Manchester uitkomst bieden. Het is een handelskantoor van de Rijksdienst voor Ondernemend Nederland (RVO.nl) dat nauw samenwerkt met het economisch team in het VK. Meer informatie is hier te vinden: Holland UK Trade

5. VAKORGANISATIES EN -BLADEN
  • De CIPR, ofwel Chartered Institute for Public Relations, heeft een ledenlijst van individuele PR-adviseurs.
  • De PRCA, ofwel Public Relations and Communications Association, heeft een ledenlijst van PR bureaus.

Het is wel handig om te weten dat lidmaatschap niet verplicht is, dus er zullen genoeg fantastische adviseurs (zzp-ers) en bureaus zijn dit niet op deze lijsten staan.

En vergeet ook zeker PR Week niet. Hét vakblad voor de Britse PR sector, waar nieuws, cases en ‘league tables’ een goed beeld schetsen, vooral als het gaat om de wat grotere bureaus. Ben je nou juist op zoek naar iets kleiners, dan is het op z’n minst een goed punt om te kijken wat voor soort campagne’s juist wel – en juist niet – binnen deze markt aanslaan.

Als het goed is, heb je nu zoveel PR bureaus dat je waarschijnlijk door de bomen het bos niet meer ziet! Het echte werk begint dus nu. Kijk op de websites van de bureaus. Wat voor gevoel krijg je erbij? Bekijk de blog en cases – bevalt het werk en de toon? Ga een vrijblijvend gesprek aan met de bureaus aanspreken, maar zorg er voor dat je een goede ‘briefing’ hebt (meer hierover in een volgende blog post).

Zijn we iets vergeten? Welke andere tips voor het vinden van een PR bureau in het Verenigd Koninkrijk heb jij? Deel het hieronder. Photo by Mosa Moseneke on Unsplash

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We’d love a chat! To find out how we can help your business, fill out the form below. We’ll get in touch within 24 hours. 

Well PR company number 08008659  |  Contact us: info@wellpr.co.uk  |  © Well PR 2018

Why you should never ask for copy approval

WHY YOU SHOULD NEVER ASK FOR COPY APPROVAL

PR is a powerful tool to strengthen your brand, increase exposure and build trust. It can be tempting to remain in full control of the message and ask for copy approval after a successful interview, but this will go down like a lead balloon.

Just ask Clare Balding and her team who recently faced the scorn of a journalist who felt her integrity was called into question. For the sake of balance, I will add that Clare Balding strongly denies the accusations levelled at her, but interviewees should take notice to avoid ending up in a similar situation.

The power of PR lies in the trust that the reader has in the journalist and the publication.

Asking for copy approval shows that you do not trust the journalist to get it right. At best, the conversation comes to an awkward end. There is a chance that your comments will never see the light of day. The worst case scenario is that you risk alienating the journalist forever, which could be disastrous if you operate in an industry that is covered only by a handful of journalists.

During the course of my career, I have only ever come across one instance where copy approval is acceptable. And that is when the subject matter is highly technical and the journalist offers to send the draft article to the interviewee.

Copy approval is acceptable when the journalist offers to share the article with the interviewee for fact-checking only

Why? Well, the journalist wants to make sure their readers are given the right information. Mistakes or a wrong interpretation could tarnish their and the publication’s authority and reputation. So it makes good editorial sense to ask the expert interviewee to double-check for accuracy.

Alas, this does not mean free reign to change or edit the copy. On the contrary, I always advise my clients to only check for inaccuracies and log them in a separate document or email.

This will also give you a chance to clarify points that are factually correct but could do with a bit more nuance. If and how the journalist incorporates your additional info is of course completely up to them!

To make the most of your journalist interview you need to prepare thoroughly (your public relations advisor can help with that). Know what you can and can’t say and paint the journalist a picture using good examples and explanations. At the end of the interview, when you’ve done all you can, just let go and wait for the article to be published.

Summary points:
  • Never ask to see the copy before it’s published;
  • If the journalist offers to share it, only  check for inaccuracies;
  • Do not make changes to the copy directly;
  • Send suggested changes and other clarifications via email instead.

If you’re not sure how PR can help you, then read our blog post Five reasons why PR matters to your successful business.

If you need help with message development, media training or preparing for media interviews then get in touch with us here.

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We’d love a chat! To find out how we can help your business, fill out the form below. We’ll get in touch within 24 hours. 

Well PR company number 08008659  |  Contact us: info@wellpr.co.uk  |  © Well PR 2018

What is PR, anyway?

WHAT IS PR, ANYWAY?

Chances are that when you hear the word PR you think of a business sending out a press release and that’s that.

Well, as it turns out there is a lot more to public relations, so keep reading.

Let’s get the ‘boring’ part out of the way first.

There are as many definitions of PR as there are letters in the alphabet, but personally I like the following from the PRCA:

Public Relations, or ‘PR, is all about the way organisations communicate with the public, promote themselves, and build a positive reputation and public image.

The way an organisation is represented in the media has a huge impact on how people perceive it. PR professionals try to influence the media to represent their organisation positively and communicate key messages (source: PRCA again).

In my world PR is about getting you, the client, featured in the media without spending money on an ad, sponsored post or another form of payment. This could be an article, image or video about you and your company, or on an issue that is close to your heart.

(Don’t be fooled by the saying ‘All publicity is good publicity’. Sometimes PR is about keeping you out of the media).

The journalist acts as an independent third party. They add credibility to the story you want to tell and this creates trust between the reader and your organisation.

This image sums it up perfectly:

Good PR professionals focus on genuinely newsworthy or interesting stories that naturally exist within each organisation, the challenges it solves for customers, trends affecting the business and the wider industry, and giving a human face to the business.

Ultimately, PR is about storytelling in a way that appeals to journalists and their readers.

How we go about telling your story will depend on your business and objectives, but it’s likely to involve the following:

Strategy

A PR professional puts a strategy and plan in place to help a business get from its starting position to where it wants to be.

This includes identifying and developing key messages to make sure that stories and messages are accurate, backed up by proofpoints (don’t call yourself ‘market leading’ unless you really are) and in line with your strategic objectives.

Media relations

PRs and journalists have a symbiotic relationship: without each other neither of us can do their job effectively. So that means building relations with key journalists and influencers in the client’s industry.

This is a two-way conversation where PRs don’t just pitch stories (news, story ideas) but also ask the journalist what their needs are.

Newsjacking

Every PR professional I know is an avid consumer of news. The most used app on my phone is BBC News as it helps with keeping a finger on the pulse. We can identify topical news stories that our clients need to be part of.

This example is of Bostjan Bregar, CEO of 4th Office who contributed to a topical news story around National Unplugging Day 2016 in Business Advice.

Content and copywriting

Clients rarely have time and patience (or the skills!) to write.

Yet, writing has never been as important as it is now and this is not restricted to press releases.

PRs write blog posts to help with content marketing, thought leadership articles, case studies, award entries, social media posts, media alerts and comments to name just a few.

Here’s an example: an article on the need for gamification of health apps from John Miles at Health & Parenting that was published on Huffington Post.

Social media

Your published content needs to be shared via other social channels to maximise its impact and reach.

Twitter and LinkedIn are the most important social channels for business, but you might like to add relevant others such as Facebook, Instagram. The ultimate aim is to boost existing content, engage in conversations with others – customers, peers, influencers – and build/strengthen your profile.

That is only possible if your channels are set up properly and maintained on a regular basis. Something a PR can help with.

Crisis management

A business inevitably will face certain challenges, either public or in private.

PRs play a crucial role in coordinating and communicating a response that stops a potential crisis from developing or spiralling out of control.

Not all publicity is good publicity, regardless of what you’ve heard.

You only have to look at #PRfail examples such as United Airlines forcibly removing a passenger from one of its airplanes or Pepsi trying to make an ill-judged political statement in its ad featuring Kendall Jenner.

Awards & speaking opportunities

These work a treat for raising the personal and professional profile of business leaders or key spokespeople.

And it works on so many different levels.

When you are employed, winning an award or speaking at an industry event will raise your profile internally. Your boss will want to keep you, the knowledgeable and connected asset on the payroll and perhaps even fast track you for promotion.

Everybody likes to brush shoulders with success. Journalists are more likely to seek you out next time they write about a topic in your area of expertise.

Your profile amongst your peers will rise and you will open yourself up to new opportunities.

PRs help with identifying the best awards and events to consider. They also help with drafting entries, speaking proposals or even presentations.

Well PR client Amber Vodegel, COO of Health & Parenting has been shortlisted in the First Women Awards 2017 on the back of a compelling award entry.

People who work in PR will often say that it’s not rocket science.

They are right – it isn’t! But there is definitely a knack to it.

PRs need patience, a pro-active approach, creative thinking, tenacity, thick skin, and most importantly, a friendly demeanour to build and maintain those oh-so-valuable journo-PR relationships.

If you want to ‘do’ PR, but lack the time to do it yourself, then get in touch with us here.

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We’d love a chat! To find out how we can help your business, fill out the form below. We’ll get in touch within 24 hours. 

Well PR company number 08008659  |  Contact us: info@wellpr.co.uk  |  © Well PR 2018

Image with blog post title overlay

Five reasons why PR matters to your successful business

Image with blog post title overlay

FIVE REASONS WHY PR MATTERS TO YOUR SUCCESSFUL BUSINESS

If you run your own business, you may have said to yourself that you should ‘do’ some public relations. Even so, you wonder whether it’s worth investing the time – time that could be spent on other, more pressing things – and, is it even worth it?

Here are five powerful reasons why you should:

1. Lead generation

Whether you are a startup or an established business, success depends on your customers.

If you’re anything like me, you will turn to Google when you are looking to buy a TV, take up dance classes or hire a graphic designer. I will do my initial research before whittling the results down to a shortlist.

Your customers will do exactly the same. When you create content around the problems they are trying to solve (what to consider when buying a 50” TV, dance classes for adults in your location, how better design improves your website) you become more visible to potential customers. Valuable, helpful content that supports your brand story will build the level trust your (potential) customers have in you as a business.

An important part of public relations is the work with third-party influencers – the media, journalists or social media influencers. With advertising, you pay for and control the story you tell. With public relations, the journalist controls the message through unpaid editorial coverage in the media and online. This adds a level of credibility – and visibility in the Google results – that will prove irresistible to potential customers.

2. Investment / Buyers

Not only customers but also investors or potential buyers for your business will do online research before even agreeing to meet you.

Everyone likes to be part of a success story and if you are able to showcase your business and your people in the best possible light to potential investors, you are already at an advantage when it comes to securing the meeting and investment.

But don’t do PR too early! I wholeheartedly agree with this Harvard Business Review article that the best time to seek publicity is when your company demonstrates traction or hits a key milestone. Storytelling comes after you’ve resolved operational, logistical and business model issues.

3. Recruitment

As a business owner, you want to recruit the best possible people: they need to have the right skills but also be a cultural fit with the rest of the business.

What you do, what you say and what others say about you has a huge impact on the quality of potential recruits who come knocking on your door.

Your content – owned (your blog, web pages) and earned (media via third-party influencers) – will help them with painting a picture in their head of what it’ll be like to work for you. Health & Parenting, for example, embraces flexible working because it fits with their corporate ethos. Other companies might emphasise their outlandish office design as a major perk – like these gems.

4. New initiatives / campaigns

When you have a major announcement coming up, say a new store opening, or funding round, you’ll rightly want to share that with journalists in your space.

But only when it’s genuinely newsworthy and relevant to their audiences. Remember what I said earlier, that the journalist or publication is the intermediary? The real audience you are speaking to is their readers, so make sure your announcement is of genuine interest to them.

Warning: the launch of your all-singing-all-dancing new website will not capture any journalist’s attention

When you consider PR right at the start of the planning process you increase your chances of success. It’s much harder to achieve positive coverage results when PR is seen as an after-thought.

5. Personal profile

Public relations is also about you, the business leader.

John Miles and Amber Vodegel are the founders of Health & Parenting. With two chart-topping apps, Pregnancy+ and Baby+, they told their business story to Growth Business, and how they manage to continue growing in the highly competitive app economy.

Success breeds success so the more you work on raising your personal profile by writing thought leadership articles or commenting on pertinent industry issues, the more opportunities will open up for you.

Your personal profile doesn’t have to be all about work or your industry. It can also be about a topic that is close to your heart, relating to challenges that you have had to overcome.

An excellent example is Prince Harry who has spoken very candidly about his own mental health struggles or Emma Watson who is an outspoken advocate of women’s rights.

When done right, public relations is a powerful way to build your brand, increase exposure and most importantly, create trust. If you are looking to raise the profile of your business but don’t know where to start then get in touch with us here.

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We’d love a chat! To find out how we can help your business, fill out the form below. We’ll get in touch within 24 hours. 

Well PR company number 08008659  |  Contact us: info@wellpr.co.uk  |  © Well PR 2018