A bad day for British Gas? #AskBG

So the temperature outside is dropping and the dark nights are drawing in. Yes it’s that time of year again people, time to announce the annual round of energy price rises just as everyone starts to think about switching their heating back on.

So there we have it, Scottish and Southern Energy (SSE) gallantly went first this time with an increase of 8.2% for gas and electricity from 15 November. Energy was already high on the news agenda after the party conferences but SSE fuelled the fire, starting the speculation as to when the rest of the ‘Big Six’ and others would follow and how much higher would they go. Probably nothing unusual in this, the politicians and the national media have been doing the same dance around the energy issue at roughly this time of year for the last few years.

But then something remarkable happened.

British Gas announced an 8.4% rise in gas prices and 10.4% for electricity with dual-fuel bills roughly in the middle and rising by 9.2%.

While the news itself came as a surprise to no one, I don’t think anyone was expecting them to voluntarily line up the organisation’s Customer Services Director in front of a social media firing squad.

Unbelievable.

BG opened the floodgates themselves, inviting in an inevitable stream of criticism and, in my opinion, some well deserved loathing and abuse. But while it looked like a social media blunder of seismic proportions, surely they can’t have been so naive? So why did they do it? Here’s what they said:

"We know people are worried about rising energy prices and they want to talk about this – including on Twitter – and it's important we're there for them to talk to. That's why we offered a Q&A session with our customer services director. It was the right thing to do because we are committed to being open and transparent with our customers at all times. We also want to make clear rising prices don't have to mean rising bills and there is help available.”

What do you think? Personally, I think @jamesrbuk asked a very pertinent question, “Will you pass on the cost savings from firing your social media team to customers?”

Seriously though, I can see their rationale in using the Twitter Q&A as a tactic to tackle things head on and be seen to be ‘transparent and open’ with its customers, but the PR team should’ve known better. To me, their main mistake was timing.

Timing is essential for getting maximum impact but in this case it should’ve been more about having the right impact and this would’ve helped them to time the Q&A more appropriately. Isn’t hindsight a wonderful thing? But hopefully BG will learn from this for next time. And you can guarantee there will be a next time, probably October 2014.

Rachel Meagher

Account Director 

Clever communication is key to future success

At the heart of what all PRs do lies creativity, not only in terms of content but approach. Whether you’re writing an engaging press release or a short and snappy tweet, the aim of the game is to attract interest in your story and your client.

At a recent PRCA National Conference, executive director of government communications Alex Aiken said ‘the press release was dead’ during his speech on the future of PR. Aiken argues that this method of communicating with journalists, which dates back to the early 1900s, has become too ‘cosy’ for press officers, and they should be using multiple channels to distribute news.

He refers to a new era of communications, where press officers should be content creators; ‘You should not start with three pages of A4, but a tweet, an infographic or a video. If you are writing more than 200 words on any subject, you’re probably in the wrong place.’ But as PRs, are we not content generators by nature?

Before the invention of email and social media, PRs posted (in the traditional sense) press releases or issued them by fax machine. While the ways in which we present and distribute press information may have changed, we still use some form of ‘press release’, just perhaps not in its ‘traditional’ guise. A press release enables us to deliver information in a concise, engaging and factually correct manner; it has benefits especially when delivering sensitive information and when part of a clear strategy, it can be one of the most successful means of communication.

I think what Mr Aiken is discussing is a change in approach to communications rather than the literal sense of the press release being ‘dead’; what is dead is the traditional, fragmented process of just sending out a lengthy document. Communications should be issued in a way best suited to the individual/sector/audience you are trying to reach; whether that is a 140 character tweet, a cleverly placed direct mail campaign or a press release. Now more than ever it is about thinking outside the press release and developing strong media relationships, only then will PRs be able to determine the best way to reach the journalists.

I believe the press release is, and will remain, a classic form of communication. However, you can’t deny that communications is evolving; readers are receptive to broader information and far less detail, 140 characters rather than 600 words. The skill here is tailoring the content as well as the means by which it’s issued. I keep a personal media database where I note the quirks and interests of a journalist; rapport is just as important as a direct email address or mobile number.

With stringent budgets, PRs not only need to be innovative in the delivery of their communications but also consider cost-effective solutions for their clients. Social media does have its perks as it requires little ‘funding’ however what it does require is time and a good understanding of the platform you are using.

Yes, the rules of the game are changing, but press releases are still very much part of the communications mix. If your story is worth reading, it will be read. But what the press release should not do is supplement a good PR/journalist relationship.

Kalli Soteriou

Account Executive

You can’t forget the past by pretending to be something else tomorrow

We've all witnessed Miley Cyrus very publicly trying to break free from her whiter than white Hannah Montana Disney character image, and her latest antics have sparked yet more controversy. Not only did the 20-year-old pose provocatively for Terry Richardson, she has also hit back at Sinead O’Connor’s open letter, in which she pleads with Miley not to let the music moguls ‘make a prostitute’ of her.

Sinead’s comments were in response to an interview the young pop singer did with Rolling Stone magazine, where she revealed that the video for her latest single, Wrecking Ball, was inspired by Sinead’s legendary video, Nothing Compares 2 U. Ouch.

However, Sinead makes an important point in her (slightly ranting) letter, calling on Miley to ditch the fabricated persona that she has adopted in an obvious and see-through attempt to be recognised as a “bona fide” pop star – simply stating let the talent you have speak for itself.

Trying to engineer something that you’re not, whether it’s a person, brand, product or business is no smart move. It will undoubtedly lead to controversy and break any trust you may once have had.

A business’s reputation is earned through its actions and behaviours; it’s shaped by where it began, where it is today and where it wants to be in the future. It’s our role as PRs to ensure our clients’ talents receive the recognition they deserve, but only authenticity will secure the longevity and growth of their business.

Alexandra Underwood

Account executive 

Be careful what you tweet for...

Twitter is all about sharing news and opinions.  Therefore, it’s understandable that many of us turn to the real-time online network to vent our frustrations when services, products or providers let us down.

Even I’ve done it – as a sporadic tweeter – when left stranded in my car with poltergeist windscreen wipers that were determined to either burn a hole in the glass or drain my car battery.  It didn’t get me anywhere though; the tweet went unnoticed, or ignored, by my ironically termed ‘roadside rescue’ service. And so I was left, un-rescued, to juggle with the car handbook, fuse box and torch to end the squeaky misery.

For post grad law student Mark Leiser his complaint on Twitter this week certainly prompted a reaction.  Waiting for a delayed easyJet flight and feeling sorry for an armed forces passenger, Mr Leiser turned to Twitter: “Flight delayed 90min. Soldier going to miss last connection & @easyjet refusing to help pay for him to get to Portsmouth. Get right into em!”

The 113 character tweet resulted in airport staff approaching Mr Leiser, as he waited to board the plane, and telling him he couldn’t fly.  The staff claimed it was because of that tweet – did they deem it as disruptive behaviour or was the ‘get right into em’ threatening?  Eventually, Mr Leiser was allowed to board, but only after pointing out his right to free speech and referring to his status as a law student.

easyJet’s response to the incident certainly begs questions, particularly around staff protocol on social media.  Companies and their staff need to brace themselves for criticism and be on hand to respond quickly and appropriately.   

But here is a lesson also for Mr Leiser and other tweeters out there – be careful what you tweet for, the written word can all too often be misinterpreted.

Sam Kandiyali

Director

A recipe for client-agency success

Speedos, Twerking and Jimmy Carr. It struck me this week that client-agency-media relationships can be formed in the most unlikely places.

It’s an obvious statement, but being able to foster strong relationships with clients and media contacts is often the key to PR success. 

This has resonated with me particularly over the last seven days, having been involved in two very different events for our client ADEY Professional Heating Solutions. Having worked with the magnetic filtration pioneers for three years, Target has built up a really strong client/agency relationship.

I am, however, relatively new to the account and was asked to be part of their six-strong team taking part in Cheltenham Triathlon last weekend. Having never done a triathlon before, I was nervous but accepted the challenge! 

Although it was tough, I thoroughly enjoyed the day and it was great to be part of Team ADEY. While swimming, cycling and running falls outside the usual remit of our retainer, there was a huge sense of achievement once we’d all crossed the line and a real team camaraderie.

Fast forward a few days and I found myself invited to the Energy Efficiency & Renewables Awards of which ADEY was a sponsor. We were guests of Installer Magazine which is a key trade title for us. 

Dolled up in our best frocks, we had a really fun evening which mostly involved discussion about Twerking and trying to second guess what songs the DJ was going to play (with a little bit of live stand up from Jimmy Carr thrown in for good measure). 

Not a features list in sight, it was a great opportunity to get to know some key media contacts in a more relaxed setting over a glass of wine.  

Against a backdrop of ROIs, KPIs and making sure we provide a high level of service for clients, I think we can sometimes forget that behind the grandeur of job titles lies a person just like you and me. The ability to get along together in a personal as well as professional capacity can pay dividends. 

Lycra and laughter is a great leveler.

Bethan Simkins

Account Director

The Feedback Loop

 Do you give good feedback? Let me re-phrase that.

Is the feedback you give saying as many good things about you, as it is about the subject of your review?

We’re all accustomed to dishing out feedback, whether we’re reviewing a fabulous or disastrous holiday venue, providing a glowing testimonial for a colleague/mate/ex-boss/would-be-client on LinkedIn, or explaining to an unsuccessful candidate why they didn’t make the cut.

Particularly in situations where feedback is published for the world to see, it’s very clear that our expressed view is going to influence the reputation of the person or organisation we’re rating. This is powerful, and brands must have the courage of their conviction to ask questions of their publics, listen and act where necessary on the feedback they get.

Wise businesses understand the value of asking their customers what matters to them; who wouldn’t want to know the ‘secrets’ of winning our customers’ favour? It’s so easy for us to make assumptions on the reasons customers buy from us, but when was the last time you took the time to ask? That’s as true for us as PR consultants as it is for the clients we advise.

Reflected influence

There’s a balance of power when it comes to who gains from the feedback process, in which we tend to attribute all the ‘influence’ (power) to the person or organisation that’s giving the feedback.

Common sense, surely, that when we submit ourselves to the whim of our reviewers – will they love us or tell the world that we’ve failed utterly to meet their expectations – the reviewer has the power to make or break our reputation.

It struck me this week, however, that in a business-to-business scenario at least, the feedback process reflects on the reviewer too.

Here’s an example that will be familiar to many PR agencies, and probably to other sectors besides. We’re invited to submit credentials at the start of a tender review process. They outline a process that leaves some room for interpretation (I’m being nice, it was unclear). We ask for clarification, they reply but don’t answer the question. We submit credentials. They tell us, in a very polite email, that we’re not shortlisted. We ask for feedback. Radio silence.

This prospective client had the chance to impress the pants off us even if we were not destined to work together. We could have fallen a bit in love with them, become regular customers, told our friends and family how this was the one that got away which we’ll always regret…

Instead I find myself thinking they’re a bit amateur, a bit second division, probably would have been a hellish client.

That’s the thing about reputation and influence; it’s not all contained within a PR plan, it’s embedded in the way we conduct ourselves ‘on and off camera’.

So, my parting thought. Next time you’re asked for feedback, pause a moment and just consider ‘the feedback loop’: every action (or inaction) has a not-necessarily-equal-or-accurate reaction.

Sarah Bryars

Chief Executive

Image courtesy of Stuart Miles at www.freedigitalphotos.net

The silly season that keeps on giving

It’s August. The MPs had scarpered off to their holiday homes and the school gates were securely padlocked, leaving press rooms up and down the country able to indulge in the season of silly stories.

Many comms professionals have been debating whether silly season is still in existence – a credible argument considering the drivel that makes the print and digital pages on a daily basis, not just during the summer holidays. Incidentally, I've found myself sifting through some right corkers, laughing heartily before becoming pretty damn cross that maybe all of this is undermining the meaning of news and hindering the practice of quality public relations.

Despite myself, I feel compelled to present you with some of the frolicsome news stories that made the cut:

Is this the biggest chip in Gloucestershire?

Any real potato-lover will be able to recall a time when an extraordinarily large crisp, chip or wedge appeared in their packet or on their plate. However, one Gloucestershire resident was in such awe of an enormous chip she had been served, that she actually took a picture and sent it to the Gloucestershire Echo. And yes, The Echo did indeed feature the cooked vegetable. The lady in question also told the paper she will be researching into whether or not it has broken any records. We wish her all the best with her future chippy endeavours.

Cloud atlas: Britain flies high

When Amy Adams took a picture of a cloud formation, which remarkably resembled the map of Britain, it was no real surprise that it made its way into her local paper, the Coventry Observer. However, it was a complete shock to not only snap-happy Miss Adams, but also Matt Bates, the paper’s editor, when it appeared on the front page of the Guardian’s Weekend Edition!

Are big cat tracker’s socks the oldest in Gloucestershire?

Another belter from our home county. Frank Tunbridge, a big cat tracker from Gloucestershire, who spends most of his time following up leads on big cat sightings in the area, is sadly mourning the loss of his trusty socks. The socks, which had triumphantly served a comfortable 25 years service, have finally seen better days; a good innings we say.

However, we are pleased to inform you that Mr Tunbridge will continue his quest to find big cats in Gloucestershire despite the absence of his socks...and big cats.

Alexandra Underwood

Account Executive

Other recommended reads:

Man caught shooting marijuana-laced arrow into jail was ‘hunting for squirrel

Swiller!

Suspected smoke over Colsterworth turns out to be a cloud

Sharapova plans name change to Sugarpova for US Open