Beam in collaboration with the Wakefield Business Support Programme presented a day-long creative and practical conversation exploring recent/current trends - in the UK and internationally - about how towns and cities are using the arts and creative businesses to develop, and how artists and creatives are responding to the opportunities. This powerpoint formed part of Linda Davies marketing taster workshop, Director, Open Communications UK.

2. Launched in 2008 – something different
A hardworking and straight talking PR team
Understand the brands and businesses we work with
Objective driven, there is a purpose to everything we do
Develop realistic and sustainable campaigns
Enjoy long-term relationships with our clients
Make recommendations that add value
Work as an extension of our clients’ teams
We are Open Communications
Directors, Lindsey Davies and Emma Lupton

3. “How we differ”
A team approach (we are never unavailable)
We don’t do ‘air kissing’
Attention to detail is imperative
Experienced writers with an understanding of the media
A portfolio of results we never tire of sharing
We never work with competing businesses
We enjoy what we do, and we do it well

4. “What you should get out of today?”
An understanding of PR and marketing communications
The skills to draft a simple press release
Ability to identify news that will drive interest and raise your profile
Background into the media and how they work
Opportunity to consider cost effective marketing communications
Update on how to use social media to gain best return
The knowledge to put a plan in place for your business
Excitement

5. WORDS AND
PICTURES

6. PR and marketing
communications
Press
releases /
news
articles
Social media
/ user
generated
content
Marketing
materials
Customer
facing
interactions
- WOM

7. Copy that captures attention
• Headline – make it stand out
– Single sentence that sums up the story
– Interesting, quirky not too clever
• Simple but effective
• First paragraph: who, what, where, when and why
• Further explanation
• Quote
• Contact details

8. Using imagery and video
• Bring your stories to life
• A picture paints a thousand words
• Many papers now use podcasts
• What visual prompts can be used
• How will your story differ from others received
– What can you offer them that will make it different
– What can you stage that will get your message across simply and effectively

9. Consider marketing materials
• Where are your prospects
– What do they read
– Print is dead, long live print
• What do you leave behind at meetings
– Brochure
– Leaflet
– Business cards
• Can you do something quirky
• Could your product do the talking for you
• How will you engage, interact and share

10. Language – tone of voice
• Many people over complicate the message
• Keep it simple
• Think about your audience
– National, regional or technical
– In print or a blog
• What is a solution
• Write down the words that describe your business
– Look at them as a check list and inject that personality in to your writing
– Professional, confident, knowledgeable / approachable, friendly, straight talking

11. STOP PRESS

12. What makes a good story
• The ‘why’ test
• How relevant is your story to the media
• Honesty is ALWAYS the best policy
• Be proud of your achievements
• Nothing is ever ‘off the record’
• Understand the media
– Read the papers
– Watch the news
– Find similar articles
– Make a note of the reporter

13. Editorial and advertising
• Editorial is run of paper
– News stories
– Balanced
– Editorial control
• Advertising is paid for
– ‘Advertorial’
– Written by the business
– Sales led
– Supplements such as property
– Special issues
– Sponsorship of awards

14. BEING SOCIAL

15. Social media tools
• LinkedIn
– Business connections
• Facebook
– Consumer led campaigns
– Fans
– Business and personal
• Blogging
– User generated content
• Twitter
– Hashtags
– Follows
– Favourites
• Instagram
– Images
• FourSquare
– GPS tracking

16. When to use social
• To share a message
• Engage with your audience
• Appeal to a new target audience
• Share images
• Create video content and share with a wider audience
• Share blog content with a wider audience
• Build a brand
• Recruitment campaigns

17. What NOT to do
• Mix business and pleasure
• #RANT
• Swear
• Be offensive
• Be overtly opinionated
• Access social media when drunk

18. READ ALL ABOUT IT!

19. Sharing your success
• Be proud of your coverage – frame it!
• Send links out through social media channels
• Bitly.com (make your URL’s smaller)
• Tweet and retweet links to your articles online

20. PUTTING THE
THEORY INTO
PRACTICE

21. New Moon Games
• Brainstorm
• Choosing your stories
• Media / medium
– Regional papers
– National newspapers
– Trade media
– Social media
• A planned approach
– Schedule
– Keep it simple

22. QUESTIONS

23. Open Communications
Nostell Priory Estate Yard
Nostell
Wakefield
WF4 1AB
www.opencomms.co.uk
01924 862477