ADVERTIS ING & PR
Sponsored by Suzanne Howe Communications
RESPONSIBLE PR FOR CHANGED TIMES
The world of PR and communications can be a daunting prospect, especially for companies having to navigate new routes to market in these challenging times. Suzanne Howe, Managing Director of Suzanne Howe Communications, gives an insight into everything from how to brief potential PR agencies, to getting the most from exhibiting at events.
Cleaning is a competitive industry. To hold your own among stiff competition, you not only need to be able to do a good job, but you also need to demonstrate that your team is the best option. Public relations plays an important role in opening up the conversation.
For those new to the world of PR, it can be an intimidating task. For the cleaning and facilities management sectors, the effects of COVID-19 have been profound. But a heightened awareness around hygiene, cleanliness and wellbeing will be one of the lasting and positive legacies of this unprecedented time. Our proactive yet sympathetic approach has continued to generate positive PR coverage for many clients.
And with a little insight, you too can find the right company to help you broadcast your greatness to the world, even in uncertain times.
Choose wisely The first step is to find the right fit. To maximise your chances, a detailed PR brief is essential. Start with useful background and be clear on both your business and PR objectives. If you already cover some areas through marketing activity, let the agencies know.
Be specific. Decide exactly what you’d like to be included – such as references or case studies – and state your expected, measurable outcomes. Finally, make sure you include a budget and timescale.
Once your chosen PR firm is on board, you can start tailoring your PR strategy to fit. This can cover everything from press releases to media training. Some of the key elements include:
Print and online coverage Stories build brands, and these days there are more avenues for storytelling than ever. Finding a story that is relevant to your business, and interesting to readers is key, so make sure whoever you choose to tell your story takes the time to get to know you. Trust them to steer you in the right direction, even if it means rethinking some of your ideas.
Exhibitions Developing a presence at trade shows can be an important step to finding new clients and showing the world that you are a force to be reckoned with. You don’t need the biggest stand; just make sure your team is engaging and knowledgeable, with useful information, and you could enjoy an impressive return on your investment.
Decide what you want to promote and stick to the point. Press packs and one-to-one editor briefings can help to bring wider coverage while offering a sought-after prize can be a great way to engage with passers-by and collect contact details from potential customers. Don’t forget to take photos and, crucially, follow up on all leads.
Events Putting on your own events – such as seminars or awards ceremonies – brings even more kudos, as long as your company comes across as professional and trustworthy. Again, decide on the messages you want to communicate and create a confident and engaging image.
Key things to consider are logistics, such as travel, catering, facilities, and the size, capacity and attractiveness of the venue. Communicate through social media, and keep the conversation going once the event has finished.
Suzanne Howe Communications specialises in four main sectors – cleaning and FM, packaging, sustainable products and food. We offer a fresh voice and are passionate about adding value to clients, from local start-ups to global corporations. We provide free guidance and would love to talk about your business.
For further information contact Suzanne Howe at
suzanne@suzannehowe.com or call 0203 468 0923. You can also follow us on Twitter @suzannehowecomm.
www.suzannehowe.com
https://twitter.com/suzannehowecomm 16 Tomorrow’s FM Yearbook 2020/21
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96 |
Page 97 |
Page 98 |
Page 99 |
Page 100
