Recognising the principles of inspiring PR professionals

PR has long struggled with its reputation.  Far from being a vehicle to ‘establish and maintain goodwill and mutual understanding between an organisation and its publics’, those publics can see it as ‘spin’ that is there to excuse poor behaviour or to steer attention away from an uncomfortable truth.

However, the day to day reality of PR is, largely, very different and there are those individuals who achieve and inspire, and are outstanding for all the right reasons.

Nominations are now open for industry awards that recognise individuals of exceptional character, principle and determination and not just professional achievement.

The Suzy Ferguson Spirit Awards were created to honour the memory of Suzy Ferguson, a PR professional who died of bowel cancer aged 31.  Her work impacted clients and fellow professionals and she was a positive force in her community outside of work.

The awards are now in their fourth year. The number of inspirational entries has grown to such an extent that 2017 will be the first time there will be two awards to recognise both a ‘rising star’ and an ‘experienced PR professional who sets a shining example through mentoring and championing others’.

These awards are a clear demonstration that there is a lot in the world of PR to be proud of.  In an industry where strategies are applauded and results celebrated, these are a refreshing look at professionals with passion and compassion, who are achieving because of their attitude to their career and those around them.

Sound like anyone you know?

Nominations are open until Friday 23rd December.



There are stories in your organisation – if you know where to find them

Stories are central to people understanding and engaging with your organisation. But finding them can take a little bit of effort and a lot of conversation.

Service users or beneficiaries are the obvious primary source of stories and it’s always best to speak to them directly. Taking that bit of extra time to just ‘chat’ can uncover things that a business-like conversation could miss.

Talking about what happened at the weekend, their families or even the weather develops a relationship that can uncover all kinds of stories you weren’t looking for but that could make great content for your organisation.

You might find an adaptation their hairdresser has made to allow them to enjoy a bit of pampering, a special friendship they’ve developed with a neighbour who now walks their dog or vital repairs they’ve been attempting at the weekend because their landlord isn’t doing the job.

The same principle applies to staff. Their professional achievements and passions are a great starting point for opinion pieces and sector profiles. But there may also be those personal tales that really bring them to life, both for the media and for internal audiences. The more people see an individual as a person with a life they can relate to, the more they can engage with them in a positive way.

And don’t forget staff in roles outside of your central vision. Maintenance, catering, apprentices and volunteers are a rich seam to tap.

Regular conversations are key to finding these stories. In an ideal world, gatekeepers like area coordinators and managers would email you with ideas every week but we all know that doesn’t happen.

Pick up the phone. Don’t email or message. It’s so often during the idle chat, or ten minutes into a conversation that the real gems emerge, the event or conversation is suddenly recalled.

Remember too that although a story might not be ideal for an approach to the media, it could work perfectly for your social media channels or your website. And if you have a fantastic picture or Smartphone video clip to go with it, its power increases.

The only other things to bear in mind are your key messages and values. Before you get too carried away with a corking story, check it fits in with them, that it says what you need it to about your organisation. Tackling damp on a Sunday morning because the landlord isn’t maintaining the accommodation isn’t a story to share if the landlord is you!

You can find more advice about developing case studies and effective storytelling in our introductions on our website.

Top tips for preparing a comms strategy

We’ve recently been asked to help several charities develop a comms strategy. It’s something that all organisations should have. But what makes a good one?

A good comms strategy gives careful consideration to what you should communicate, to whom and how, based on insights drawn from across your organisation and beyond it. It also tells you what you shouldn’t waste time on, which is just as valuable, if not more so.

However, not every organisation needs the same sort of strategy. Small charities with a few services and audiences should have a strategy that reflects that, focusing on what’s needed. Bigger organisations, juggling lots of viewpoints, stakeholder groups and sub-brands need to invest time and energy in a strategy that takes account of them all.

Here are our tips for developing a comms strategy that works for you not against you:

  1. Make it relevant –your strategy must be thorough, yet relevant and appropriate. There’s no point in creating a huge document, pulling in every view, opinion, bit of theory and every imaginable target – you’ll never be able to fulfil it, and you’ll end up pushing it to the back of your mind in favour of just ‘getting on with the job’.
  2. Make it robust – give thought to everything the strategy might need to weather, and build in enough flexibility so that, if new and unexpected opportunities come up, you can adapt and shape it accordingly.
  3. Workshop – we often find that workshop sessions offer a great way to explore core elements of a strategy to help establish buy in from across the organisation at an early stage. Involve people from different levels and include service users and volunteers.
  4. Share it and live it – writing your strategy isn’t the end of the process – you need to make sure it’s usable and remains relevant. Develop easy-read handouts or checklists for other departments to use and consider running training or information sessions to help others understand how it relates to them.
  5. Review – it’s also important that you make time to review your strategy at regular points to make sure it’s still relevant and achievable. If it’s not, make adjustments to reflect the reality of the situation you’re now working in.

Let us know your tips for developing a comms strategy.

Why small can be beautiful

Small Charity Week (13-18 June) is an opportunity to reflect on the incredible work done by some of the smallest organisations in the sector.

In a world where bigger is often considered better, it’s easy to overlook the work of organisations run by small teams with modest turnovers, and without the resources of big charity ‘machines’.

But, through our recent work with the amazing charity Birth Companions, we’ve been reminded of the power of small. Instead of being a negative, modest size can often be a real positive, particularly when it comes to comms and PR.

Here’s a reminder of how small charities can use their size to make a big impact:

  1. Be the expert – Rather than working at arm’s length, being part of a small charity often means you’re closer to the action. You understand the needs of your beneficiaries, the challenges they are facing and how they are changing over time. Use this to your advantage and keep an eye on trends. Build anecdotes about the service users you come across into your media and marketing materials. Authentic story telling is what it’s all about.
  2. Stay focused – A good comms strategy is tied to wider organisational objectives, so it doesn’t just serve its own purpose, but those of the charity. No one knows those better than you and your team. A clear comms strategy with measurable objectives will keep you focused on what you’re trying to achieve, and the best way to do that, ensuring no efforts or resource go to waste.
  3. Keep it personal – Good PR is all about building relationships and journalists love to know they can come to you for comment. As a small charity, having good relationships with a handful of trusted journalists who understand your organisation will set you in good stead and will make achieving quality coverage much easier.
  4. Be nimble – Free from the challenges of large teams and disparate departments who don’t talk to each other, you’ll find that decisions get made faster and sign-off is easier, which means you can be more responsive, not only in dealing with the media, but in reviewing your activity and adjusting it if it’s not achieving what you need it to.

Let us know about your experience of comms at small organisations.

Whole lotta love (or haha, wow, sad or angry)…

You’ll have noticed a new set of ‘Reactions’ buttons on Facebook. An extension of the ‘Like’ button, you can now choose from a range of emojis to show how you feel about a post. You can add a reaction by hovering over the Like button on a PC or by holding it down on a mobile, and then clicking on either Like, Love, Haha, Wow, Sad or Angry.

reactions picReactions will initially work in the same way as a Like – they’ll carry the same weight (loving something won’t mean more than liking it) and by ‘Reacting’ to something, Facebook will infer that users want to more see more of that type of content. Facebook has said this weighting will change over time, as they gather data and develop their understanding of what people want to see, since, clearly, being sad or angry about something doesn’t necessarily mean people want to see more of that in their newsfeed.

This is a potentially exciting development for charities, which often employ emotive and moving content, meaning users may be reluctant to ‘like’ a story highlighting the negative impact of a disease, for example. The fact that people can now express a wider range of emotions will help give a more accurate reflection and nuanced understanding of their reactions – which can be monitored and used to inform future content and campaigns.

It will be easier to see whether people are reacting in the way we want or expect them to, and to analyse which type of content gets which particular reaction. So if, for example, a positive post gets a large number of angry responses, you’re either doing something wrong or reaching the wrong people – and it’s possible that in future Facebook might let you select your ad audience based on different Reactions.

This latest development will hopefully lead to increased engagement amongst Facebook users, but let us know what you think and how it might change what you do.

Our #digital future

After attending the recent CharityComms seminar on digital communication trends, we wanted to highlight and share just two of the many interesting and inspiring ideas discussed, about how we should be using technology now and in the (near) future to engage audiences, and make sure we’re not just talking to ourselves.

Breaking out of the bubble was one of our favourites. Joe Hall of The Climate Coalition and Woo Hoo Yeah Yeah! reinforced the idea that while we might be doing very nicely in our bubble – having fantastic, engaged conversations – many activists and others who care about our issues remain on the outside. Meaning there are literally millions not being reached. Joe is right to argue that these people should become a much more prominent target and a defined focus for future campaigns.

With the assertion that social media is becoming people’s main source of news and information and Facebook making many of us more narrow-minded, it’s vital that we make a conscious and concerted effort to reach less engaged audiences, and not leave them behind.

Virtual reality (VR) was another idea with a lot of buzz. The technology has been around in various forms for a while. It looks like its moment has finally come, as devices are more readily available and affordable. For example with Google Cardboard anyone can make their own headset and experience virtual reality from a smartphone for arond £3.

These exciting developments open up a whole (virtual) world of possibilities for charities and organisations that rely on creating a connection between their work and their audience – giving supporters an immersive experience of the charity’s work.

Some organisations have already been exploring the use of VR. In May last year Amnesty International launched a virtual reality street fundraising project using VR sets to transport members of the public from the streets of London to the war-torn streets of Syria. And it worked. Amnesty reported strong, emotional reactions; some people were brought to tears. The figures are also impressive: after a week they registered a 16% increase in regular givers.

A big thanks to CharityComms for another great event, and to all the presenters for their enlightening talks. We look forward to seeing how these trends influence charities’ communications activities in the coming months and years.

For more info, look on the CharityComms website where you can check out all of the presentations and see some of the Twitter reaction from the day.

Charity Christmas Campaigns – a few of our favourites

‘Tis the season to be jolly, and charitable, so we’ve rounded up a few of our favourite charity Christmas projects. We’d love to hear which ones have struck a chord with you, or which you’ve been involved in! Tweet us @amzpr.

Crisis Christmas Party
This is a great way of building an easy fundraising ask into a season packed with pre-planned, cause-ready activities. Great to see it has been well promoted on social media by party-throwers and party-goers alike using #crisisxmasparty.

Crisis cropSainsbury’s and Mog for Save the Children
Sainsbury’s has pulled off another great charity tie-in, with a huge amount of editorial as well as advertising-led exposure for Mog’s Christmas Calamity with Judith Kerr, raising funds for Save the Children.Mog24 Lever Street Manchester – with Wood Street Mission
A beautiful offline project, with a giant calendar on the side of 24 Lever Street in Manchester’s Northern Quarter. Each window will reveal a design created by local designers and illustrators which will then be sold to raise funds for Wood Street Mission, a charity helping children and families living in poverty.

Lever StWWF Advent Calendar
Unveiling easily shareable content including photography, films and facts each day to prompt donations in the run up to Christmas.

WWF#ObjectsUnwrapped – Historic Royal Palaces
A series of 24 films showing festive objects from the Historic Royal Palaces collection being unwrapped. This is a great example of just how effective simple, carefully produced films can be without breaking the bank!

ObjectsThanks to @madlinsudn for highlighting some of these on her great advent calendar storify.