Whether you are writing a blog, planning a sales meeting or telephone call, storyboarding a video, producing a report, giving a speech, or writing an email – in short, any piece of communication – there is a nice tool that will help you ensure that it is effective.
Monthly Archives: July 2016
We are – more so than companies in other sectors – in the relationship business: we work in “public relations”, “media relations” and “employee engagement” amongst other fields, so we think long and hard about connections between people, and how to influence relationships, thoughts, feelings and behaviours. As marketing professionals, we’re also interested in social trends – but you’ve noticed the decline of ties and pinstripes too. Read More
Autumn’s here, the leaves are turning brown, the nights are pulling in and on Sunday 7th October the new series of Dr Who was launched. Yeay!
For the first time there is a female Doctor – and about time too. At Changeworks we’re quite excited about that, even though we don’t handle PR for the programme. As it’s is about time travel, let’s imagine a time in the future when the Daleks want to do business with us, rather than exterminate us. Read More
At Changeworks we have an interest in psychology, so we’re familiar with the Dunning-Kruger effect – and you may be too – even if you haven’t heard the name. The effect is a type of cognitive bias, where people with minimal ability assume they actually have superior expertise or ability. This overestimation occurs specifically because they don’t have enough knowledge to know that they don’t have enough knowledge, which is an interesting paradox…
On Wednesday 20th June at a flashy event in San Francisco, Instagram announced the launch of a new video app allowing users to upload and stream videos of up to an hour. This is a significant change for the social media platform that created its niche as a photo sharing app. Read More
When building a growing agency – or any business for that matter – most of the attention goes towards client work. The culture of an agency is often lost, but at the end of the day, our clients are our greatest resource. So it is crucial we give our culture the time and attention it deserves, because if we’re happy then so are our clients. Read More
Over the last decade there has been a big shift in internet technology with a major rise of video content. From commercially produced material to the explosion of self-filmed and edited content via smartphone – video is everywhere! Read More
Article written by Account Executive Jordan Dalziel. This article was originally posted on Jordan’s LinkedIn profile.
The social platform has over 230 million members, 3.2 million company pages and infinite ways to connect. But if your profile isn’t robust and engaging, it might be a good time to revisit and refresh your presence!
112.4 billion business emails are sent and received each day – that’s 122 emails a day per person! Despite the growth of other online communication channels, email continues to multiply.
Email marketing works because it allows you to reach your customers (and potential customers) in the place they visit every day. But once you get to the inbox, how do you make sure your emails actually get opened? Read More
It’s been reported this morning (Monday 16th April 2018) that JD Wetherspoon is closing its Twitter, Instagram and Facebook accounts for all its 900 pubs and head office following the abuse directed at MPs. Abusive behaviour has become an unfortunate spin-off of social media and often it does get in the way of productive discourse. However, the backlash is coming and such behaviour is becoming increasingly socially unacceptable. Much of it, of course, is also illegal. Read More
Some people may think the press release is dead and buried, but many of us believe it’s very much still alive.
In recent years industry professionals have declared that the press release is dead. Once seen as the most effective ways of PR communication, press releases have been criticised to spam up journalists emails with irrelevant content. Read More
This year marks 100 years since women gained the right to vote at a time when it was seen as a man’s job to go to work – engineering in factories, warehouses and mechanics. We believe it’s only right that we continue to celebrate this and show our support for empowering women in the UK. Read More
As a PR Agency we need to plan for GDPR. From May 2018 the game is changing and the old rules of the Data Protection Act 1998 (DPA) are being updated.
Most of us probably know by now that the stakes are higher. With the DPA there was a cap of £500,000 that the ICO could levy, however with GDPR the penalties will reach an upper limit of €20 million or 4% or annual global turnover – whichever is higher. Serious stuff. It is also a game changer in that, as a business, we have to earn trust in order to have people want to share their data with us. Read More
If you haven’t read up about the dangers of fake news, then as a small business owner, now is definitely the time. This is especially true if you’re active on social media, write a blog or use online news from associates, suppliers or sector commentators to help sell your services. Read More
Your agency will appreciate you writing a clear brief, and the process of composing it will help you define your requirements and expectations and help to justify the expenditure to other decision makers in your organisation. They might also have something to contribute to the brief: it shouldn’t be a document written by a committee but it should a document, not just a verbal brief, and it should be drafted by one person and scrutinised by at least one other, preferably more. This is true of a brief for any form of marketing communications, not just PR. Read More
Predicting the future (accurately) is notoriously difficult; radio didn’t signal the death of newspapers; TV didn’t either, and although the internet may be signalling, it’s probably safe to assume that The FT, The Times, The Daily Mail and even The Guardian aren’t about to fold any time soon. However, in the next five years one or more may become web only, like The Independent, and more Christmas shopping will be on line this year than last, as has been the case every year for many years. In the last two decades the internet has changed marketing for ever.
Amongst other trends, the internet has seen the rise of content production by amateurs. Anyone and everyone can write copy and upload it with pictures – sometimes to professional standards… more often not. That doesn’t make the profession of journalist redundant; indeed reporting and commenting on social media – and interacting with it – has become part of the journalist’s role – and part of the role of PR. Drafting blog posts, responding to Twitter storms, creating content for Facebook pages, search engine optimisation and smoothing the customer’s digital journey may not fall within the traditional definition of PR – but they are all concerned with relationships with the media and the public.
Research means different things to different people, but there’s a consensus on it being a process of enquiry and investigation; systematic and methodical, a contribution to knowledge. It’s essential for evidence-based decision making (“seat of the pants” decision making is so last century).
There’s still a role for intuition, in management in general and marketing and PR in particular, but even the best intuition needs to be supported by having a handle on the facts. Guessing or assuming may appear to save money but it can lead to costly mistakes.
For example, it’s simply no good speculating on how many High Net Worth individuals there might be in the UK, and where they are.
Keeping your brand safe and secure is vitally important in the age of digital marketing. In this blog we’ll talk about your own online presence such as blogs, websites and social media. However, it’s worth noting that you have a responsibility to your customers too, especially if you hold personal and financial information about them on your systems. Read More
Staying on top of social media trends is vital if businesses want to increase user engagement, share company content and drive sales.
The requirement for a strong social media presence has been reinforced this year and the impetus behind digital marketing is set to gather pace over the next 12 months. With 2018 just around the corner it’s time to start preparing for the changing social media landscape. Read More
The worldwide web is awash with interesting and relevant content, but with such a huge variety of material out there, what will make your audience want to keep reading?
In this blog we talk about content planning and how to go about implementing it across numerous channels. Read More
Social Media is one of the biggest and emerging industries in the modern world. Due to constant updates, social media platforms continue to grow in popularity. Social media is no longer limited to the younger generation, but has now become popular across all age demographics and is an essential marketing tool for millions of growing businesses. Through this popularity, standout trends continue to emerge each year.
The need for strong social media presence has continued to soar in 2017 and will only increase in prominence in 2018.
You may be surprised, but public relations and email marketing have a lot more in common than might first appear. Despite the facts that email marketing is more technology and internet based while PR is more writing based, both seek to achieve a lot of the same goals and can learn from each other.
Every industry is different and has its own language. The email marketing community, too, has its own jargon that sets it apart. Whether you send email campaigns or receive them, you should be aware of the email terminology. However, many PR professionals see email marketing as overly technical and fail to understand its relevant insights.
Some people consider grammar an annoying technicality that doesn’t warrant much effort because what really matters is what you have to say.
We disagree. From crafting press releases to developing copy for client brochures and everything in between, writing is a passion of ours and we think it’s important to make the effort to get it right.
By 2018 the new GDPR law will impact businesses across all sectors!
This will also have a significant impact on how you conduct your marketing activities.
What is GDPR?
The EU’s General Data Protection Regulation (GDPR) is a new legislation that will protect all EU citizens from privacy and data breaches. It introduced tougher fines for non-compliance and breaches, and gives people more say over what companies can do with their data. The GDPR will apply to all companies processing Personal Identifiable Information (PII) of those residing in the EU.
With more than 1.5 billion people using Facebook, it’s no secret that the social network is the place to be if you want to reach a large audience.
Facebook offers a variety of opportunities to attract and engage potential customers, yet organisations often say they find it difficult to build an interesting and attractive page.
If you’re looking to encourage people to follow you, it’s vital to reward them with relevant content which they will find interesting and will be keen to share. This means developing a content strategy that works for your company and is both business-led and in keeping with the organisation’s culture.
Traditionally, Public Relations was focussed on achieving results through earned media. With the increase in digital media and the public’s ever-shorter attention span, to be effective PR cannot afford to limit itself to one particular type of communication.
Generating fresh content is easier than it looks!
Organisations all over the world are constantly looking for ways to promote their business.
There are several strategies that rely on good content, which include blog posts. While your website or blog site is bursting with new, fresh content, unfortunately soon enough it becomes hard to think of new topics that will engage your audience.
If you’re in an active industry with real time news, there is always something to write about. With Election Day coming up, we can see real advantage for growing political, opinionated and inspirational content.
Below are Changeworks’ top tips to use to make content creation easier and keep generating valuable and interesting content.
Infographic: Generating Fresh Content
No amount of promotion or SEO is going to drive ROI for your content if no one cares about it. Without demand for the information it provides, your content has little meaning. Start generating ideas that people want to learn about, or your content strategy will not succeed.
33% of email recipients decide whether or not to open an email based on subject line alone. It is vital to craft subject lines that are compelling enough to get users to click through.
We have just started working with a new client which is solely based on email marketing campaigns, so we thought it was only right to share our insight of the tips we use to draft open worthy subject lines.
The queues at gym doors around the country may be dwindling a little bit as we get towards the end of January but the numbers will remain up for a couple more months at least. Similarly, the weight-loss group meetings will be squeezing into village halls across the UK for a little while longer, trailing off after the obligatory six months or so…
Sharing Team Success for 2016!
From your Changeworks team Sue, Claire, Jordan, Sarah-Jayne, Rory and Martine.
As the year comes to an end we would like to thank the clients and strategic partners we have worked with in 2016. Changeworks has had a very successful year and is looking forward to what 2017 may bring. Read More
What you should and shouldn’t do on social media.
Every marketing agency in the country advises their clients that they must have a digital presence. It is essential, companies are told, to have your name appearing regularly on the main social media platforms, including Twitter, LinkedIn, Google+, Instagram, Snapchat and Facebook.
It’s that time of the year again when Halloween is celebrated by holding parties, dressing up and going ‘trick-or-treating’.
On October 31st, countries from all over the world celebrate the famous tradition; thought to be the one night of the year when ghosts, witches and goolies are especially active.
There is always room for improvement – but let’s celebrate success as well
Do you think you are doing a good job or even a great job? If the answer is yes then you can sit back and relax, rest on your laurels and give yourself a proverbial pat on the back.
One thing you should acknowledge – no matter how accomplished you are at whatever you are doing – is that there is always room for improvement.
Wednesday nights sure have become more exciting with the Great British Bake Off returning to our screens. The ‘Bake Off’ showcases groups of extremely talented men and women who dedicate hours of their time to push themselves to be the ultimate star; watching the show has inspired us and we have definitely learnt a few lessons from watching the show.
With the 2016 Olympics well underway, we are recognising the similarities they have with marketing. Rio was chosen to be the summer Olympic host in 2009 which has been talked about ever since and we sure are being inspired by the sporting events.
Blogging is one of the greatest tools for learning how to become a better writer, connect with like-minded people, showcase your skills and build your brand. Whether you’re a beginner blogger or you’ve been doing it for years, we are sure you are still looking for advice to improve.
Helping our clients plan for exhibitions is a significant part of the services we provide. When it comes to exhibition planning, successful PR isn’t just about sending out a press release, we invest time in advance to research the media, create a message and develop a strategy.
There is a trend in this age of zero hours and minimum wage to take on graduates who are desperate for a first job and give them work that is well beyond their capabilities. The inevitable result is that the quality of work produced will not be to the standard that the employer is wanting and disagreements, disappointment and disillusionment will follow.
Twitter is one of the biggest online marketing phenomena in the business world; it has been growing faster than any other social network and is expected to grow at an even faster rate in the future. As a social platform, Twitter offers many benefits to businesses.