I’ve just been reading in PR Week about the wisdom or otherwise of starting up a PR agency in a recession. Hmmm, I think I’ve come across this theme before, probably in 1991 – or was it 1982?
The story goes something along the lines of: new agency is keen to build a credible client base by offering rock-bottom rates. The clients they’ve targeted are only too happy to benefit from high calibre PR expertise at recession-busting prices.
This does of course make perfect economic sense. I would also venture that start-ups bring more to the table than low prices to sustain their initial appeal and keep their more established competitors at bay.
The hunger to prove a point probably gives a new agency a head start with things like client service and innovative problem solving. Fresh ideas are priceless and if PR creativity is called for, then start-ups will be more likely to tick all the boxes.
There’s a danger that complacency may set in with typical client-agency relationships. Some would argue that this is a comfortable environment in which personal chemistry can thrive. Others might say that no-one wants to rock the boat when all standard PR procedures are being followed. A new agency, on the other hand, has a blank canvas on which to introduce a raft of new ideas and follow them through with enthusiasm.
For this is the life-blood of any new business. Enthusiasm will carry all before it when sustained and supported by true expertise and service. The new agency’s stock will soar when everything is going well. Needless to say, the initial rock-bottom fees will take on a value-for-money aura that no other agency can hope to shift.
There’s an intrinsic momentum with a new PR agency, a self-perpetuating energy that harnesses business opportunity with a need to succeed. The fact that they’re operating against a backdrop of economic recession lends the whole process its own unique frisson.
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Tagged B2B PR, B2B public relations, business-to-business PR, PR, PR agencies, PR agency, PR Cheshire, PR Knutsford, PR Manchester, PR services, public relations, public relations Cheshire, public relations Knutsford, public relations Manchester
With 2012 well under way – and plans to launch Buzzwords’ new copywriting courses (online and face-to-face) at an advanced stage – what better time could there be to spill a few beans on how to improve your PR writing. Here are four things that may set you thinking:
1. Use short, simple words
Don’t show off! French phrases and rare words might cut it in certain circles, but copywriting is all about communication. You need to make sure ALL your readers know what you’re talking about without them having to scurry off for a dictionary (or, worse still, abandoning any attempt to read your gems altogether!).
2. Know who you’re writing for
Create a mental picture of who your readers might be. Think about their age, interests, educational level, social influences and so on. What will turn them on? And what might put them off? These are largely common sense things, but it’s wise to give them a thought before you start blazing away on the keyboard.
3. Research your subject
With business-to-business PR, you’re talking to specialists. With consumer PR, you’re talking to savvy consumers who will twig right away that you’re not really on their wavelength and therefore not worthy of too much of their time. Research material is everywhere on the Internet – so use it!. You don’t need to regurgitate dry facts. Think around the subject. Put facts and events in the context of your own particular message. Be relaxed in your writing by all means; but most of all, make sure you’re credible.
4. Aim high – and keep it that way!
Quality PR writing is all about clarity and energy. If you can achieve that in everything you write, then your readers will stay with you until the bitter end. If you’ve read this far, you’ll know what I mean!
Posted in B2B PR, business-to-business PR, Cheshire PR, copywriting training Cheshire, copywriting training courses, copywriting training Lancashire, copywriting training Liverpool, copywriting training Manchester, Manchester PR, PR, PR 2.0, PR Cheshire, PR copywriting training, PR Knutsford, PR Manchester, PR services, PR writing, press release writing, public relations, public relations Cheshire, public relations Knutsford, public relations Manchester, writing press releases
Tagged B2B PR, B2B public relations, business-to-business PR, copywriting for PR, PR, PR 2.0, PR Cheshire, PR copywriting, PR Knutsford, PR Manchester, PR services, PR writing, public relations, public relations Cheshire, public relations Knutsford, public relations Manchester, writing for PR, writing press releases