#Sticksandstones...

Sticks and stones may break my bones, but words will never hurt me.  Not sure that Beth Tweddle or Stan Collymore would agree with that.

Twitter trolls reared their ugly heads once again last week – with Beth subject to abuse during a Sky Sports News Q&A session, which was meant to be promoting women in sport; and Stan facing offensive messages as a result of him suggesting a footballer may have dived to earn a penalty.  (I don’t know much about football, but pretty sure that footballers are prone to the odd dive or two...)

And while Beth has handled the abuse from Twitter trolls graciously, and Stan has now reactivated his Twitter account after initially taking it down – you can’t help but question the potential lasting impact that incidents likes these have, not just on the targeted individuals, but on social media itself.

Yes we live in a world of free speech, but should that mean, as a result of today’s technology, that we can target individuals in this way?  Happily, there do appear to be ramifications for this kind of harassment with two people who sent abusive tweets to campaigner Caroline Criado-Perez and MP Stella Creasy last year, being jailed on Friday.  But plenty would argue that Twitter could do more to report and manage this form of bullying; for many cases such as these will only serve to raise concern about interacting so openly online.

As PR consultants we encourage our clients to engage with their target audiences across a range of channels, including social media.  It’s a powerful tool that allows them to learn, communicate and build support, but it comes with its own pitfalls. Sticks and stones may well break bones, but, as Collymore and Tweddle will vouch, words can certainly be hurtful. Fortunately, damage can be mitigated through careful strategic planning, in-depth research and timely delivery. And, of course, some comfort can be taken from Twitter’s real time element – what’s news today is often quickly forgotten tomorrow.

Sam Kandiyali
Director

Get motivated for change

Motivation. It’s a powerful force that can determine success or failure in almost anything.

Going to the gym, giving up booze (Dryathlon anyone?), or embarking on a spot of DIY, we know from experience that a good dose of personal motivation is required for most of us to make changes happen.

It strikes me this is true for our businesses too. A sense of purpose creates a kind of energy that we could just as easily call motivation.

As businesses we need to understand the motivations of our customers, if we’re going to create products or services that they’ll want to buy. Trying to get them to change their behaviours (swap brand, buy a house, change PR agency…) without tapping into their motivations is pretty futile.

The same is true of our teams too, if we are to drive our businesses forward and pull ourselves out of the muddy quagmire of recession followed by phew-we-made-it-survival, into a smooth and steady period of sustainable growth.

The New Year brings a surge of resolutions as we take the opportunity to ‘draw a line’ under what’s passed, and aim to ‘be better’ this year. Anything is possible. Everything is possible! Our motivations and sense of purpose are high.

January brings a great opportunity to try and capture the ‘air of possibility’ that hangs around us, and challenge our teams to think differently; to set themselves new goals for what they’d like to achieve and consider how they can use their talents to help us reach our business goals.

Momentum. The other big ‘M’. After one huge sugar rush of motivation in the first week of the year, the energy can quickly dissipate and we’re left with the Blue Monday scenario – dashed hopes and disappointment.

So what can we do to keep the momentum of motivation, change and possibility alive? Take action. Make plans, enact plans, set small and regular goals or milestones so you can measure your progress. Experiment, test new ideas, and, most importantly, involve those whose motivation you’re seeking to harness.

The good news is that windows of opportunity to reignite our motivation appear throughout the year. Attending a course (in my view, there’s none better for development and motivation than LEAD), meeting someone new, winning a new contract, moving office, starting a new project, change within a team, confidence in the economy lifting… any day can be a good day to start a new page.

We need to recognise and seize upon the windows of opportunity for making changes, open the window, and let the fresh air in.

Sarah Bryars

Chief Executive

Evolving PR: Team Target reports on what we believe 2014 will hold for the industry?

As we enter another new year, the question of 'what will this year hold for the industry?' naturally arises. Here are a few thoughts from some of the team on what we feel working in this industry will be like this year.

"In 2014 boundaries between disciplines will continue to blur, and great ideas will be king.

Great ideas that help to grow bottom-lines will be the king of kings.

It won’t matter very much whether those ideas come from PR, digital, social or advertising agencies. The client won’t mind so long as they deliver results that move their business forward a step towards their goals for success; whether that’s cash on the balance sheet, or, well, come to think of it, cash on the balance sheet.

Which means we’ll continue to search for meaningful ways to evaluate the power of PR to build reputation, increase engagement with customers, change perceptions and measure its fiscal impact. We’ll probably never cease in that quest.

We may also find that the briefs we receive become looser. After all, when boundaries fall the question posed becomes at once less specific, more complex and more direct “Can you help?”

2014 holds great possibility and an exciting opportunity to create economic growth, client by client, one step at a time. Now, thinking caps on, let’s see how we can help."

Sarah Bryars
Chief Executive

"It’s been pretty tough working in PR over the last few years during the economic downturn. When looking to make savings it is often sadly marketing and communications budgets that are cut. However, there are signs that things are on the up and hopefully 2014 will be the year things continue to improve. Whilst previously we have noticed a trend towards more project work rather than sustained press office/campaigns functions, I’d like to think that this year there will be more scope for ongoing briefs. If the last few months of 2013 are anything to go by this will definitely be the case! As Newspapers and magazines also felt the squeeze, and paginations reduced, there appears to have been a shift towards more online coverage which I think will only continue to grow. Content is king and with limitless amount of online ‘space’ to fill this can only be a good thing for us PRs!"

Bethan Simkins

Account Director

"We have already seen a shift in the way we present and communicate information, and in my opinion this change in approach will become more apparent and widespread in 2014. We will see organisations targeting media in a more bespoke manner, using methods best suited to the individual/sector/audience they are trying to reach. As mentioned in a previous blog, I believe the press release is, and will remain, a classic communication tool, 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, an infographic rather than a word document, an app rather than a brochure, the list is endless.

In 2014, digital marketing and social media will be at the fore of many successful campaigns; however we are still finding our feet through the adolescent period of digital growth. As Anthony Simon, head of digital communication for the PM and Cabinets’ office said, it’s not just about tweeting or blogging – but about ‘engaging, listening and responding’ effectively to deliver online campaigns just as well as traditional offline campaigns. Social media is and will remain a low-cost, highly effective digital tool, however we are still only just tapping into what the various platforms have to offer. Watch this space!"

Kalli Soteriou

Account Executive

Iiiiiiiiiiiiiiiiit's Chriiiiiistmas!!

Just in case anyone hadn't noticed. I mean, the Christmas adverts that hit the TV screens in what seemed like July were a dead giveaway that the festive season was soon to be upon us. But does it really feel like Christmas?

The weather outside isn't particularly frightful so I don't feel like I need to go into full hibernation mode. Everyone at Target Towers is still very busy so there's no sign of the mythical slow down we all allegedly experience at this time of year, and more so than ever the world news is full of utterly despicable deeds, suggesting there's very little goodwill among men.

Bah humbug indeed.

With the shops full of everything Christmas from October, Christmas ads repeating for months on end to get return on the huge budgets they've spent, Christmas jumpers and Christmas hats sported as soon as the weather hits 12 degrees, it's little wonder most of us are sick of it by the time it gets here.

But then finally, when it does, after the long wait, when all the Christmas shopping is done and the fridge is full. It feels SO good. And we're not sick of it at all, not one little bit.

I LOVE Christmas but when it IS Christmas and not a minute before.

Happy Christmas everyone.

Rachel Meagher
Account Director

What is PR?

Recently whilst I have been studying for my CIPR Foundation Award, I have been looking at textbook definitions of Public Relations.

The Chartered Institute of Public Relations defines PR as:

"Public relations is about reputation - the result of what you do, what you say and what others say about you."

This week I have put the textbooks aside, I've been thinking about what PR is and what PR people do from an agency perspective.

Based on my first few days working with Target PR, these are my observations on PR outside the classroom.

Good relationships

Put simply, PR is about people and your relationships with those people. Good working relationships can help get things done quickly.

Good writing

PR is about producing copy people will want to read. Press releases are short, snappy and newsworthy.

Good causes

There's interest in how local businesses are supporting the local community. Companies that have been going the extra mile and holding quirky fundraising events that support local charities get great coverage.

Good timekeeping

PR is about thinking ahead and being aware of internal, external and your client's deadlines. PR involves careful planning and effective time keeping.

Good tea

And perhaps my most astute observation of the week is that PR is fuelled by copious amounts of tea. Whether the PG Tips, or the Earl Grey variety - its official - tea makes the PR world go round.

Charlotte Sanville
Freelance Account Executive

A spa day – but not as you know it

Spas and beauty salons were the hot topic this week at Target, not just because the team is planning its next pampering treat, but as a result of a visit to Spa Life, one of the UK’s leading industry events.

A first for Target, this conference was certainly an insightful introduction into the world of wellness. Alongside a range of exhibitors from skincare to cosmetics and nail art to aesthetic devices, ran a series of talks and workshops. 

So what did we learn? Oriel Frank, Director of Marketing at Elemis, confirmed our suspicions about the booming market for prestige skincare products (not just based on our own buying habits here at Target), while, perhaps surprisingly, sales of ‘cheaper’ anti-ageing products (under £30) have declined.  Our ageing population is driving demand, and so too are our skin-savvy teenagers, while men – 88% of them – are apparently embracing their feminine sides by following suit with skincare regimes.

So what’s driving people to buy?  We were heartened by the credit, from a number of the speakers, to good PR – using both traditional, but more increasingly online channels.  The value of recommendation was highlighted by Lopo Champalimaud, Managing Director of Wahanda, who referenced research which showed that 70% of consumers trust an online review, while only 5% trust an advert.  Clearly blogger activity and social media are having a dramatic influence on driving purchasing habits.  

All in all it’s refreshing to see an industry that is bucking the economic trend, embracing new communication channels and challenging innovation. And of course it’s great that it’s all about making you feel and look good too.

Sam Kandiyali

Director

A picture is worth a thousand words

The UK Picture Editors’ Guild Awards were announced this week (my personal favourite is Anthony Chapel-Ross’s shot of a returning father being reunited with his son) and it got me thinking about the importance of photography in PR.

It’s something we place great emphasis on and is a fundamental aspect to much of the work we do. As PR’s we pride ourselves on being accomplished wordsmiths yet we can’t underestimate the impact a striking image can have alongside carefully crafted copy, to help tell the story.

I don’t think it’s over stating it to say that a photo can make or break a story, and it’s critical within our role to ensure we either brief photographers correctly or sell the photo opportunity in the right way to entice photographers to turn up. 

A campaign that we worked on for Westonbirt Arboretum required both these skills and the final photo (see above) really encapsulated the message we were trying to convey. Hoping to encourage visitors to come and see the Spring flowers, we asked fashion students to design a dress using the flowers and foliage from the Arboretum itself. The winning submission was created on site and worn by a model to create a stunning photo that was used extensively on a national and regional level, as well as online.  

There have been many iconic photos which stick strong in the mind – Princess Diana sat alone with her back the Taj Mahal just before her marriage to Prince Charles broke down or the two African American athletes raising their fists in solidarity at the 1968 Olympic Games. While the two are certainly very different, they ultimately tell the story perhaps even better than words ever could.  

Bethan Simkins

Account Director