This month has been a monstrous month in terms of coverage for our clients and there’s nothing more extra than putting the circulation stats into our spreadsheets (*spreadsheet geek alert*) and seeing just how many people have been reached and how many people have seen our client’s products.
The Content Marketing Institute tells us that 70% of all consumers prefer getting to know a company via articles rather than ads – and from personal experience we know this to be true. We draw inspiration from magazines, online articles, Instagram feeds, Instagram stories, books, and so much more from the world around us. Advertising in this respect doesn’t seem authentic, we don’t want to be shown a particular view, we want to discover the whole picture.
We work with our clients to show off their inspiring products and collections, putting them in front of journalists and audiences that will take one look and fit them into their trend boards, mood boards, hot lists and style sections.
Which one do you prefer?
Let’s let that sit for a moment.
Which one do you prefer?
You became an entrepreneur to be different. To write your own rules.
It’s easy – very easy – to let your story slide over the years, and focus too much time on your ‘how’ instead of your ‘why’.
Your WHY is the foundation of your brand.
And when you have a brand… not just a business… the world is your oyster.
‘The Death of Advertising’ – announced Tasha on a cold Monday morning. An hour every Monday morning is reserved for post-weekend catch-ups, a quick media review and brainstorming the EPP side of the business.
“How can we get more coverage for our EPP clients?”
“How are we gonna get more brands in front of more journalists?”
“How do you find new brands when shopping?”
“Do you even ever look at adverts?”
And so our discussion around the death of advertising began…
Here at In The Bag PR we pay attention to the way information is consumed, the best way to reach our audiences, and the value we can add to the brands we work with. PR is earnt, we work with journalists to showcase relevant products from our clients, this process is more considered and credible than buying ad space.
Consumers give more consideration to brands that are ‘recommended’ by media, this includes being featured in magazines, included in online gift guides or being reviewed by bloggers and influencers.
It’s not rocket science, it does take time, insight and a little bit of trend-spotting – but there’s nothing better than seeing our brand’s products in gift lists, articles, home inspiration features and spotted lists throughout the press.
PR is a long-term investment in your relationship with the media, and is an absolute must to remain competitive in the modern world we live in.
And it can be a slow-burn, especially depending on your budget and the stage of business you’re currently at.
But one thing’s for sure: if you want to stand out in your niche, you’re smart to start today, no matter how small your commitment.
Take the first step.
There’s an old saying: “Advertising is what you pay for, publicity is what you pray for.”
In today’s post, we’re exploring what PR is not.
And straight off the bat, dear readers, PR is *not* advertising.
PR is defined as ‘earned media’, which is arguably the most trusted and credible form of content for a brand. In other words, earned media is ‘king’.
You can pay for all the advertising your budget will allow, but when it comes to influencing buyer behaviour, a well-placed article in a magazine, newspaper or popular blog is where the high conversions really happen.
We can all learn a lot from 1999’s cult-classic teen film, American Pie. Yes, that’s right: things even more business-relevant than late 90s fashion, not playing with your food and always, always locking the door when you’re… ah-hem… you know what we mean.
Mid-way through the film there’s a scene in which mochaccino-drinking sophisticate, Paul Finch asks his pal, Kevin to agree with anything he hears about him. Puzzled, Kevin agrees. Quickly, Kevin’s promise is tested when a fellow high school student – delightfully credited by IMDb as ‘Random Cute Girl‘! – runs over seeking confirmation on whether his friend Finch is… equipped. (You know; ‘trouser-wise‘.)
Bewildered and yet remembering his earlier promise, Kevin confirms the rumour and the girl returns to her waiting friends in a flutter of giggling teenage excitement.
Georgie is 18yrs old and studying English Language, Psychology and Government and Politics A Levels at Weymouth College.
During my week’s work experience at In the Bag PR, I have been given an insight into how a PR agency works to promote its clients through public relations and social media. It has been really interesting to learn how a PR agency helps businesses to grow and develop and gain exposure to potential customers.
I experienced how the day progresses from scheduling press releases to watching Pippa in conference calls to update clients on the progress being made. It is essential that the agency is in contact with its clients to give input and offer advice, ensuring that the client’s brand is actively moving forward. Not only is it important to keep a professional relationship with the clients but also with media contacts.
One of my tasks during my week’s work experience was to write press releases for children’s retail brands, these were sent to journalists to try highlight new products in the build up to Christmas. This was especially important as we know that journalists are looking at Christmas gifts and Christmas is a key time of year for retail brands. I also undertook some research for potential new clients within the child retail market. This involved looking for brands which fit the agency’s clientele.
A young Jamie Oliver was working as a sous chef chef at River Café while the BBC were filming a feature. At the time, the director was looking for the next ‘big thing’ in the TV chef world – Oliver made an unscripted appearance, lit up the cameras… and voilà – he got his first big break!
Fast forward to today, Oliver has sold over 37 MILLION books in 36 different languages. His app has over 12M downloads, he has 37 television titles broadcast globally, 10M unique monthly visitors to his website, the #4 Food Channel on YouTube and the fastest growing drinks channel in the world.
And he’s worth a cool £240 million.