Professional writer and press manager

Can your brand afford not to have a professional handling social media?

Clearly intended to invite controversy, the title of Steve Farnsworth’s article Is Social Media Beyond A Public Relations Professional’s Skill Set is pretty effective at producing clickbait.  And that’s its intention. Any article’s intention is to inform people of its angle, but more importantly to incite a reaction: igniting enquiry. I was no rebel for resistance when I saw this little gem early this morning.

Having actually read his article, and the article that incited him to write it, it transpires that I agree entirely with both articles’ premise, and wish now to contribute my own opinion on the relationship between being a PR professional and managing clients’ social media accounts.

Weaving together a raft of skills gained, from marketing to content creation, from social media to journalism and everything in between; it’s the job of a PR professional to create brand messages that are seen by the public. Be that in 140 characters via twitter or an extended blog post about the latest news, and company developments; everything counts as content, and everything creates a dialogue between your brand and the public.

By opting to choose a professional in modern PR, you should find someone who is able to strategise your social media usage, ensuring they:

  • create targeted, insightful content to appeal to a wide audience of prospects
  • educate and inspire both existing customers and prospects to engender trust and build a culture of respect for the brand’s authority
  • generate targeted leads and new sources for lead generation through engaging relevant prospects
Expert content creation is linked with social media

PR Professionals need to wear the hats of experts in marketing and social media today

PR, like SEO, content creation and arguably sales and marketing in general, is a movable feast. Particularly in the digital area. It’s a long lasting relationship that incorporates all kinds of skills and knowledge, which change daily.

Like mighty oaks on a still night, the principles are unbending: you want to increase exposure, focusing on targeted prospects, present a positive public image of the company and build trust relationships. But where PR has changed is that it’s interlinked with content creation. And it’s essential now to offer value to prospects and existing clients. This often happens in the form of linking content marketing to social media. And to being available on social media channels to answer questions and develop dialogue.

For example, embedded into my work with Chocolarder and The Cornish Seaweed Company, is recipe creation to engage prospects. This is giving people who are interested in the product something for free. They don’t have to use Chocolarder chocolate or Cornish Seaweed to create the recipe. It’s personal choice. However, since many people have also read the copy in the About Us section, and interacted via social media, the majority have a vested interest in the ethos of the company and will choose their product.

Giving prospects something valuable to take away

Content creation includes recipes

The result is that by giving people a valuable product, albeit free recipes or advice, you strengthen your position as an authority on the subject, whilst also creating desire through subtle marketing. Gone are the days of the hard sell, with individuals preferring to invest in companies who create a feeling.

It stands to reason then, that the same person who is creating the tone of voice across all channels –  blogs to brochures, and pins to tweets – ought to be responsible for managing PR campaigns. So in retort to Farnsworth’s question: A PR professional is more than qualified to manage social media. So long as they’re forward thinking, modern professionals who understand the evolutionary and fluid nature of all things digital. Preferably with an online portfolio demonstrating a varied toolkit to draw from.

I can offer content management and brand development across all channels, including PR campaigns or management.

Some of my clients choose to outsource my services, and for others I have an in-house role. How much or little involvement you wish me to have depends entirely on your business, your budget and your preference. If you want me to suggest ideas; I’m full of them. However, I’m also pretty well qualified at just converting words into stories.

To have a chat about any of this, please feel free to call 07729263818 or email me laura[at]palavermaven.co.uk.

Professional writer and press manager

How content changes can help you get noticed

Whoosh! How on earth did it get to be November? And an unseasonably mild mid November at that?

It’s not you: it’s me

Content has really changed over the last few years.

What used to be a mandatory part of a website; reserved for keyword stuffing and announcing tidbits of company news, has suddenly become the game changer that can propel your company forward into the homes of the masses. Better yet, like a garden, a relationship and, theoretically a bank account; the more you put in, the more you will get out.

Content is a sure-fire way to grow. And the way that it’s changed means there has never been a better time to release bits of content throughout the many digital channels; building your brand’s online presence. The most exciting by-product of this is engaging with people who have a genuine interest in your product, service or company.

I recently posted about the ubiquity of content. It is everywhere and in everything your brand creates and sends out. From a photo of the prototype, or the methods and processes used along the way; to the finished product and everything you communicate about it afterwards.

Making waves via social media make content accessible

Effective content marketing starts with ripples

Testing the waters

As you intrepidly dip your toes into the creative waters, beginning to experiment with what’s out there and what works; you might make mistakes. The same way that rockpools can hide tiny crabs, the internet can hide theses pitfalls. But it never stops rockpooling from being fun! Advice columns throughout the business and entrepreneurship communities implore you to be specific with content, but this takes time, and experimentation, and a little bit of magic. Facebook, twitter and other social media platforms have their own in-built analytics, which allow you to track response and engagement with followers.

This way you can identify trends in popularity and respond with more of the same. This post by B2B explains what to look for and how to look for it in greater detail; but, put simply, whatever generates the most engagement and the most sales, leads and meetings is your bread and butter.

When ripples become waves

Honing this down to a strategy for getting noticed involves tenacity, sagacity and diversity in digital methods. It involves being open. It involves being social. The power of twitter is demonstrable by the recent successes we have seen with client work. As Christmas approaches, sales have increased at an astonishing rate for two of our most treasured clients: authentic artisan bean-to-bar chocolatiers from Penryn, Chocolarder and sustainable, ethical seaweed harvesters The Cornish Seaweed company. Where having articles in certain publications may have created ripples; passing these around through social media will make waves.

creating waves in the social media indusrty

After the storm comes focus and strategy

The way content has changed recently only serves to make it easier for brands to produce and distribute it; building relationships, building trust and building impact.

If you’d like to discuss how a strategy could be implemented  to help raise your exposure, and therefore sales, please get in touch to discuss your needs. From general copy to press releases and bespoke packages: no undertaking is too big or small and you are under no obligation.

Cornwall businesses help raise money

Why I chose to #FollowTheFairies anyway

More heavy rain tapped on the streets of Falmouth this morning as somehow another Friday has sneaked up and hoodwinked us into thinking this means a day of rest. Sometimes this is the case, but this week doesn’t seem like one of those weeks.

Gearing up for all sorts of things that need to be sorted for my trip to help families in Ecuador prepare small cacao plantations; whilst trying to meet deadlines for clients from Truro to Trowbridge and ‘Cisco to Singapore; something about those pesky fairies goaded me into ditching the pressures of PR; the wonders of writing; and use my words for free.

If corporations are helping people does it really matter?

Marketing magic or fairy dust?

Arguably, a marketing campaign on both their part and mine, the fairies tell us to help people; as they are doing. To raise brand loyalty, yes. But also to actually help people. Unlike the M&S campaign, I don’t have heaps of money to throw at sensationalising my ‘good deeds’. I just work some extra hours and – yes – probably feed my Florence Nightingale complex. Will I gain recognition by working for free? I doubt it. I’m an atheist so I don’t think it secures any afterlife for me.

But I didn’t get into this industry to make loads of money, though. I did it to feel empowered and move away from an education system I felt was demonstrating the wrong values to students; perpetuating stigmas. I did it because I actually love words. I did it because I want to empower local communities to create opportunities for young people. And I continued with it because I have started to see the changes taking place.

Albeit subtly.

I wax lyrical about patience and tenacity; the two being major players in the long waiting game of content marketing. At the same time, I run consuming PR campaigns, liaise with businesses from foragers to wine experts; cacao farmers to counsellors and most things in between. I type and tap and edit and ponder and I feel permanently unable to catch up with my to-do list.

And yet in the middle of this frantic world of rushing photos here and articles there, and getting x linked up to y; sometimes it’s good for me to just remember what’s really important. So, when a little girl I used to babysit for (who is now 30…) asked me if I can help to raise awareness about her campaign to help Abi walk, I took the fairies’ advice and I used some of my day to help get this campaign some traction.

I’ve always felt with charity that I can give time more than money; having still not got out of my student overdraft. So even though I know my ‘good deeds’ are perpetuating a campaign for a big corporation, and even though writing about them instantly devalues their altruism: hopefully they will help, in some small way, to make a difference to someone’s life.

Professional writer and press manager

Why Social Media is Vital to Your PR Strategy

Blustery winds and the onomatopoeic sounds of leaves started November, which seems to be rushing by in a whirlwind of excellent and yet crushing marketing campaigns; gearing up for Christmas. This years’ #FollowTheFairies campaign has been nothing short of excellent in terms of representing the exact post I had scheduled for this week. It portrays the dichotomy of our lives in glittering glory.

content trends rise and fall

Brands in Cornwall can reach anywhere in seconds with social media

One of the things I’ve learned in my varied life as a teacher, chef and now writer; is that people will always be talking about you.

Back in the 80s when we just told our friends what we thought about someone or something, it had an effect on things within a certain locale. But obviously through social media these thoughts and opinions can spread far and wide. Word of mouth is powerful, and now it’s never been easier to digitally let words out of your mouth or off your fingers and across the mosaic of wires we call the internet.

This cascade of chatter, like the November seas, has its rises and falls.

 

As the name Palaver Maven was intended to suggest; I’m an expert in creating chatter. And I love to do this across all channels. Since I initially tried to reject it in the early 2000s, the rise of Social Media has been exponential. In recent years, I embrace it as wholeheartedly as I did the rebrand of Opal Fruits. I mean it took me time, but it grew on me.

Social media, of course, gives people another platform to talk about you.

Or your brand.

And now they can do some real damage if they want to, or help to create a buzz. If someone mentions your brand on any social media, it’s going to get picked up by other users of that platform.

Conversations, allegations, accidents, or emotional experiences can spread as easily as water from behind a dam. And not only that, but they can reach further and wider than Brunel could have ever perceived.

Pretty much once they’re out there, these soundbytes, snippets of opinion; you have no control in the matter.  If your company is not harnessing the extreme power of social media in today’s world, then you are missing valuable conversation with not only customers, but prospective ones. Of not only answering queries as they come up, but also celebrating the great stuff. Admitting the errors. Of making followers active.

These days, people trust social media more than other forms of marketing. It’s a friendly place. It’s an arena for real people to emote about what they like or dislike. What’s funny; their views on current affairs.

What about the magic and sparkle?

The reason this post links so well with the #FollowTheFairies campaign is that the small acts of ‘kindness’ exhibited by the fairies, were reported by local news; quite the way a traditional press release might be. However, that hashtag incited many people to create ongoing murmurations online and suddenly: we knew who the fairies were. In some ways we’re disappointed to know that the magic has gone. In the same way we did with the fairies, we want to believe.

By now, be it through local press or online presence, or often a combination of the two, people have helped to endorse the fairies and what they are doing. This is why social media use and strategy needs to be an integrative part of your business’ marketing plan.

An endorsement on social media is free advertising.

More than content with my Michel Roux Jr chat

Being endorsed by a celebrity can change things over night for brands

Because it takes no more than the click of a button: it’s easy to endorse a brand. Positively or negatively.

When working on a press campaign recently, a little bit of interaction with a celebrity chef increased my clients’ site activity; sales; and responses from ‘traditional’ press. Having seen the brand pinged about via twitter and other social sites, it was beginning to feel ubiquitous; rapidly increasing followers.

 

 

 

 

To talk over branding or content ideas with a Palaver Maven, please subscribe by leaving your email in the box below, call or fill out the contact form.

Startup 15: The Social of Media

As a startup business myself, I have enjoyed providing a service to support other start-upss in gaining exposure through Press Releases and social Media  and maintaining it through well crafted content. Fortunately the nature of my work allows me to encounter people from a far reaching variety of industries: from cutting canvases to marketing mangoes; labouring over language to pushing pixels.

It’s very rewarding meeting so many people for whom starting a business has moved from a dream or an idea to a reality and empowering to share successes and lessons with such people.

Maplace.co is an example of just that. Below is the Maplace Press Release I have sent to organisations today. This is a truly social media: empowering other startups and existing businesses by offering a low cost platform for their advertising and outreach.

Passion will drive you forward: Maplace for Startup 2015
Two Czech citizens became so disillusioned with menial work in the UK, they decided to make a new map. Passion and perseverance pushed them to achieve this nomination.

In the days of digital ownership becoming a household name, Maplace.co has launched an innovative platform for businesses to gain online exposure. Essentially an innovative map application designed to allow consumers to purchase a piece of our planet, people have been snapping up their maplace for just £1 GBP.

In a time when physical property ownership is a controversial issue, following the global recession, Maplace.co encourages users to make their mark on places of significance to them. Registering to use the app is free, with normal rectangular ‘plots’ commanding a token payment of £1. Own your street, your first school, somewhere you went on holiday for just £1.

Partly like a global Monopoly game, partly a multi location social media; the app was born out of the dream of self employment, and breaking free from the mundane. Winning the nomination for Startup15 would see popularity in the innovative platform rise exponentially: raising the online profile of thousands of companies across the globe.

The journey so far has not been easy. Co-founder Rose Nekudova said, “We came to the UK to try and start the business and we knew it was going to be tough. The long hours in low wage jobs made us miss our families and we were almost ready to return to the Czech Republic. Instead, we managed to use our feeling as motivation to succeed. We want to empower other startups around the world by providing a platform for them to advertise and interact with the public”

Maplace.co is the first ever social platform allowing people to own their place on the world map. By uploading logos, businesses can get their brand noticed anywhere in the world: the more recognised, the better. Like owning houses on Mayfair in Monopoly, recognised spaces will be more lucrative for participant businesses. Own Big Ben and advertise from there. Buy up big buildings to capitalise on their notoriety.

True innovation and perseverance created Maplace.co: a revolution in technology, limited only by the imagination. This innovative concept winning the startup15 award would mean enabling other startups to gain exposure through a cheap solution to advertising: making it put the social into social media.

To find out more about Maplace.co, visit Maplace.co

About the founders:

From humble beginnings, we were spurred on by a true belief in our product. Our hope is that people will use Maplace.co to connect with others and create a unique online community. We hope to inspire others with our story.