Evaluation
I had a conversation with a professional acquaintance of mine, not so long ago, about media cuttings. What we mean by this is the recording of client coverage in the media. Traditionally consultancies present the cuttings to demonstrate the success of the PR team. We don’t do this at Gem PR & Media. We don’t believe that showing our clients a book of cuttings at the end of the month, a project or campaign, proves anything - other than what you already know.
When we first sit down with a potential client we always ask the question ‘what are your business objectives for the next 12 months, three years and five years?’ If we know what they want to achieve then we can help them achieve it.
What we do at GPR&M is align campaigns with business objectives through a strategic and sustained approach. How we gauge success is by measuring the growth of the client’s business in the areas that we’ve focussed on. For example, we have a client in the US who sells healthy readymade meals. The business is five years old and we started working with the client in June 2015. In July, they had their best month of the year, a month in which they usually struggle, and in August they had to take on extra staff to keep up with demand. The client puts much of this growth down to the targeted online campaign that we have created and continue to manage. We didn’t need to show cuttings, the proof was in the pudding.
We ask all of our clients, if they don’t already, to keep a record of leads so that we can continue to improve on strategy and tactics to help them grow, build brand awareness and position them as ‘go-to’ sources in their industry. We don’t do cuttings, we do results.
PechaKucha!
On Thursday evening I took part in Springfield’s 20th volume of PechaKucha 20 x 20. PechaKucha involves a simple presentation format where you show 20 images, each for 20 seconds.
It was created by two architects in Tokyo in 2003 because architects (according to the organizers) talk too much. The idea is, that if you give someone just 20 slides and 20 seconds to talk about each slide they will be forced to present in a comprehensive, but succinct fashion.
So, I had a go. My topics was, of course, Guernsey. In the US the easiest way to explain Guernsey’s location is ‘a British island, near France’ so that was the title of my presentation.
Castle Cornet and a cruise Ship
I want to say a massive thank you to Guernsey photographer Chris George who supplied us with high resolution images and to my pal Zoe Ash of Visit Guernsey. I talked about our beautiful island, its rich history and the part it plays in the finance world.
I’m telling you all this because wouldn't it be something to have a PechaKucha night in Guernsey or Jersey? It’s a great opportunity to promote your business or interests in front of a group of people from all walks of life. At Gem PR & Media we’re always looking for PR opportunities for our clients and we aim to lead by example. So, Guernsey, Jersey let us know if you would like more information about PechaKucha.
Gemma discussing Guernsey Cows
Social Media Top Tips
- Post at five minutes to and five minutes after the hour. This is when people are checking their phones for emails and updates on their way to and from meetings, the office, lunch or home.
- If you are having trouble tagging a person or business in a Facebook post use the @ symbol and a capital letter at the beginning of the name.
- Use hashtags to increase the profile of your social media activity; especially when you’re mentioning trending topics.
- Add videos, photos and links to your posts to increase their visibility.
- Post regularly, but make sure you’re posting material that is relevant to your target audience.
- If you’re pursuing an aggressive campaign post four-to-five times a day on Facebook.
- If you want all of your followers to read your tweet make sure you place a character ahead of a @username otherwise the post will go to the @username only.
- Make sure you regularly update your profile on Linkedin and make new connections.
- Support your fellow followers on Twitter by participating in #FollowFriday/#FF. This will also encourage others to include you in #FFs and attract new followers.
- Engage with Facebook, Linkedin, Twitter, Pinterest and Instagram users; social media is about two-way interaction.
- If you receive a complaint on social media deal with it promptly by acknowledging and, if necessary, taking the conversation offline in order to resolve the matter.
A day in the life of Gem PR & Media
Part of what we do at the consultancy is write for and on behalf of our clients from columns to Q&As and features to news stories. A feature that often crops up amongst the business media is a version of ‘my 9 to 5’ or ‘all in a day’s work’. So, I thought I’d write my version in this week’s blog.
What’s the first thing you do when you arrive at work?
Well, I start work at 5am so the first thing I do is boil the kettle! While I’m waiting I logon to my computer and open my email, Facebook page and time sheets. More often than not I’ve already checked my emails and social media accounts on my cell, before I get to the computer. Once I’ve got my coffee I proceed with my tasks for the day, making my UK clients a priority, before those in the US reach their desks.
Suit or casual?
Casual until I liaise with a client on Skype or I have a meeting, then it’s smart.
Clear desk policy or scattered papers?
To be honest, we try to stay paperless, other than printing documents for clients, we stick to our white board, emails, Skype and the good old phone. My desk normally needs a tidy every so often though as I do have a weakness for post-its!
Coffee or tea?
Always coffee, but I am trying to drink more water (my health industry clients would be proud)!
Packed lunch, restaurant or gym?
I tend to skip lunch because I ordinarily have a late breakfast between 9am and 11am
When are you at your most productive?
I am definitely a morning person; I get the majority of my work done between 5am and 12noon. I try to arrange meetings on a single day or after 10am or 11am when my UK and Channel Islands clients have finished for the day.
How many emails do you have in your inbox?
I don’t tend to file emails so I literally have 1,000s which have accumulated since day one on August 29 2013!
What’s the last thing you do before you leave the office?
I never really leave the office as I work from my laptop and phone often. In fact I think it’s important that my clients know they can get hold of me 365 days a year 24/7, I’d want that if I was entrusting my business’ reputation in someone else's hands.
Coffee, Cocktails and Christmas
This week I got back to basics and wrote an article for a business magazine in the UK/CI about the affect of coffee in the workplace. The article called for research, interviews and - well, of course - a few cups of coffee.
I also wrote an article for a European inflight magazine about a family holiday at Christmas in Disneyland Paris. This one was fun to research, not too much coffee, but a few YouTube videos of previous Christmas parades - and lots of magic.
Last week I wrote an article for a bank in the Channel Islands, which wanted to get across the expansion of its business and private client offering through dedicated customer service. It was great to have the opportunity to write a piece for the corporate world having spent time as a journalist and public relations consultant in the offshore finance centers of Guernsey and Jersey, Channel Islands.
Finally, at the weekend I drafted a column for a client about corporate hospitality. He is actually the owner of a luxury mobile cocktail bar and drinks service, but we wanted to provide readers with an overview of his experience, knowledge and professionalism. We want his business to be the go-to for corporates entertaining staff, suppliers or clients this Christmas and beyond.
So, in the heat of the Midwest sun, in the past several days I’ve written two articles about Christmas, one about coffee and a feature about the finance industry. What this demonstrates is Gem PR & Media’s ability to be flexible, innovative and most importantly, when it comes to deadlines, timely.
We plan articles, commentary and column contributions for our clients months in advance. At the same time, we speak to current trends and global activity to provide relevance.
We are able to provide content for ad-hoc clients and editors within 24-hours. Our proofreading service can turn around copy in minutes. It’s great to be at the heart of a fast-paced consultancy offering good quality, current and creative copy around the world.
A Trail Not a Trial
We have worked on a range of public relations campaigns since the launch of Gem PR & Media in 2013, but most recently we were involved in a congressional campaign in Illinois, USA. We learnt a lot during this campaign, from conception to completion; we helped create a strategy, messaging and managed media relations, but most importantly we developed a candidate.
Our job was to guide him through the political maze, which includes the electorate and the media. It was one of the most challenging public relations campaigns we have ever worked on, but also one of the most rewarding. In a congressional campaign where the district covers numerous counties there’s plenty of travel involved, the media is widespread and so are the many meetings, rallies and parades.
In a political campaign, a key to success is fundraising. Fundraising events are crucial, but also one of our favorite aspects because the support the candidate receives from friends, family, colleagues and proponents encourages them - it reminds them why they are doing this in the first place.
We had the opportunity to work with intelligent, well-informed and passionate individuals including, people working on the campaign, supporters and journalists. We are excited about Gem PR & Media’s next political adventure. Watch this space.
Me. University. Media.
Dannie Jones
Dannie Jones first interned with Gem PR & Media in Easter 2014 – since then she’s provided support with social media campaigns and copywriting for various titles through our press service. Dannie has just completed her second year at university and is about to start a summer programme in Guernsey with Specsavers’ creative team. She took a few minutes out of her busy schedule to tell us what the last year has been like – while she’s thrown herself into media life (as well as hockey).
My Skype meeting with the new Loughborough Student Union’s Media senate just finished and so the task of writing up the minutes will soon be underway.
The senate consists of 10 members (of which I am one) whom run under the vice president of media. Loughborough students elect the vice presidents and president after a competitive campaigning period. Those elected make up the union executive team. They run our union; unique due to the fact the students actually own the premises.
And where do I fit in? In the academic year of 2014/15 I became the union magazine – Label – head of marketing. My application was spurred on by spending a month at Gem PR & Media. I had enjoyed my first year of university, living up to Loughborough’s sporting reputation and involving myself in the hockey team, but in second year I got stuck in with LSU media also.
Loughborough Student’s Media consists of four sections. LSUTV, LCR, Label and Lens. There are also hall media representatives that proudly showcase their campus living hall. There’s a chance for volunteers, like myself, to receive training with cameras and editing software. We’ve also made visits to the BBC and ITN. More than anything, there are plenty of opportunities; you could run your own radio show, write articles for the magazine, create television scripts or learn to take great photos and videos.
#BackBoocla
We are really excited to be involved in a project, which today sees the launch of a new class booking web application on the world's largest crowdfunding platform!
Boocla is a clever online booking website for anyone who runs classes and courses. If you are an instructor, teacher, trainer or tutor, with Boocla you get a mobile-friendly website, amazing class booking system, free sub-domain, free hosting, and free business cards for under $240 a year.
Oi Labs, the innovation division of award-winning advertising and marketing agency, Oi, has created Boocla - an amazing class booking system for anyone who runs classes and courses. Boocla is ideal for individuals and small businesses around the world; from yoga, personal training, kickboxing to music, karate, cupcake decorating and any other class or course related activity. In order to raise funds to take the project further, and to create as much interest in Boocla as possible, the app is being launched on Kickstarter.
Oi Labs has a target of $25,000 over the next 30 days and Gem PR & Media has been invited to tell the whole world about Boocla!
We’ve been busy writing articles, blogs, press releases, social media content and brainstorming ideas to attract attention to Boocla. If you’re a journalist, media outlet, blogger or vlogger we have everything you need at the touch of a button.
We’ll keep you updated with this exciting campaign, but in the meantime if you want to #BackBoocla visit KICKSTARTER PAGE or www.boocla.com to download user friendly material for your articles, interviews, vlogs or blogs!
The rapid pace at which Gem PR & Media is growing is down to one thing: contacts.
We work hard to build a strong network of contacts around the globe. It’s not a coincidence that we’ve lived in three continents in 10 years. Training and working as a journalist in Guernsey, the UK, and Australia and now also living in and writing for publications in the US, it’s hard not to build relationships and connections with the public and media.
Gem PR & Media is, and those that represent our company are, a member of several organizations, which allow us to connect with individuals from all walks of life. I am a member of, and have been for years, the Chartered Institute of Public Relations, I’m also a Rotarian, a Jaycee, attend weekly BNI meetings and I’m involved in a number of other charitable organizations. Chris and I often volunteer at charity fundraisers in order to give back to the communities in which we operate and strengthen our existing connections.
The other important thing to remember is, once you’ve made a connection, to remain connected. Friends, family and colleagues will tell you that I make a real effort to keep in touch either through letters and cards, emails and texts, Facebook and Twitter or Skype and calls. I work in the media and communications industry so it comes natural to me that I want to be in constant communication with my personal and professional network. What’s also important is that, with having a business spread across two continents, I remain in front of people. I do this through the media: writing articles about the PR and media industry – and Gem PR & Media of course. I’m also active on LinkedIn, Twitter and Facebook.
Once you build a strong network around you, it’ll only have room to grow. Organic growth is key. Warren Buffet said: ‘It takes 20 years to build a reputation and five minutes to ruin it.’ Isn’t building a network about building a reputation? If you think about it that way you’ll really start to value the network around you and continue to grow it.
Social it out
Last week I taught a social media class at Lincoln Land Community College in Springfield, IL, USA. The group represented a range of not-for-profits in the area; from organizations that support young children and families in the community to private clubs and retirement homes.
Having prepared a presentation, which included the basics when it comes to Facebook, Linkedin and Twitter, as well as Pinterest, Instagram and Snapchat we had an open discussion about the importance of social media when communicating with an audience. We also addressed the need to set objectives in order to measure the success of campaigns and we talked about quality over quantity when it comes to content.
What I discovered, is that for many working in the non-profit sector, those responsible for social media are also taking care of fundraising, admin and human resources activity too. What this means is, as with many of us who lead hectic lives, time is precious. So, we also talked about curating content and maximizing its potential.
News sources, local, national and international, are a great way to find content. You can even access feeds that filter topics relevant to your audience. This cuts down on your search time. Perhaps one of the most important things to remember, when curating content is to tell a story through words, pictures and even videos. Don’t be afraid to take your audience behind the scenes of the organization, to meet the people in it and the projects and activities for which they are responsible. Like I said in my presentation, it’s our nature to be nosey, so use this to your advantage.
Investing time and effort in social media can pay off.
What also came out in our discussions is proving return on investment. Address ROI through the use of analytics tools available to you on the platforms themselves or through social media management tools, such as Sprout Social, Hootsuite and Buffer. Like any marketing or public relations campaign it’s important that you gain feedback - whether you do this face-to-face, through correspondence or on your website - find out how your audience is reaching you. Figure out what works best for your organization, and its audience, and use it to inform your social media campaign.
Select a cause that resonates with the people in your organization
I've often told clients that corporate social responsibility (CSR) should be an important part in their public relations strategy. Giving back to the communities in which they operate portrays a sense of belonging, understanding of the needs of their employees and a willingness to provide support through funding or volunteering. What's important is that your CSR activity, is not only part of your PR strategy, but also aligns with your business objectives. What I mean by that is to choose a charity, organization, school or non-profit that can successfully utilize the skills and expertise of you and your employees.
These days writing a check simply isn't enough. You need to select a cause that resonates with the people in your organization and one that fits the ethos of your business. We have supported Young People Guernsey and the Youth Commission in their public and media relations in Guernsey by gaining YPG exposure in The Guernsey Press and by providing PR strategy advice to the YC. More recently we’ve joined the Junior Chamber of Commerce, Jaycees, in Springfield, IL, USA. This is an international organization, with community links around the world. The Jaycees also provides the US-based directors of Gem PR & Media the opportunity to network with like-minded professionals in the city. We have volunteered at events in Springfield and Peoria. We also manage the Springfield Jaycees social media accounts; a true specialism of our business with a growing number of clients in the US, UK, Guernsey and Jersey.
We also support a number of charities through our international press service. We often approach publications with story ideas, which are focussed on organizations that we feel passionate about. Since launching the consultancy, almost two years ago we have negotiated coverage and written articles for The Priaulx Premature Baby Foundation, The Saumarez Park Playground Appeal and the Cochlear Implant Awareness Foundation to name a few.
Flexibility Through Outsourcing
Today the need for pro-active and strategic specialists is paramount whether in public relations, human resources or information technology, for example.
The biggest advantage to outsourcing certain areas of your business is the ability to flex your resources, dependent on what you need and how pro-active you want to be. You may have an internal HR, PR or IT team for example, but also need additional support to assist at peek times, to cover leave or manage a project from concept to completion. Often, with all three disciplines above, there is also a need for crisis support - whether down to human or technical error, business changes or economic developments.
Katie Bellingham Non-Executive Director Gem PR & Media Ltd. and Director of The Focus Group Ltd.
If you are just starting up then you may need guidance and support to help get you on the right track. Consultancy provides a cost effective approach, by engaging expertise in their field at a critical time, you’ll save money in the long run, and paying only for the support you need, when you need it. This is true for a number of outsourcing services. If you have policies, plans and procedures in place from the start, you will have a better idea of where you are now and where you want to go in the future. Not only will you be better prepared for the expansion of your business, you will also be better placed to avoid any mishaps that could serve to compromise all your hard work.
In our role as HR consultants we provide our clients with the chance to pro-actively manage employee relations. We often find that in small businesses, where there aren’t individual departments for IT, HR or PR, rely on the managing director, the financial director, or the office manager to pick up the critical business matters in addition to their day job. However, if you truly want to be cost effective and grow your business, it’s best to seek the help of experts as managing a hazardous HR issue, updating technology, and media relations can all lead to problems for your business if not handled correctly.
If you are uncertain about outsourcing, but know you do not have the staff or knowledge to do all of your HR or PR in-house, you could start by considering outsourcing certain parts. Whatever you decide is the right thing for you and your business; it won’t harm to consult an experienced practitioner about the best course of action.
-Katie Bellingham is the Non-executive Director of Gem PR & Media Limited, Guernsey. She is also the co-founder and co-director of HR and business consultancy, The Focus Group. Katie excels at problem solving, within small businesses, independent organizations and large corporations. Her key skill is in business sustainability; advising on marketing strategies, employee incentive plans, resourcing needs and finance. Visit focushrs.com for Katie’s full bio.
Extra! Extra! Read all about it!
Like Rockefeller said: “next to doing the right thing, the most important thing, is to let people know you’re doing the right thing.”
Public Relations is a proven way for organizations to connect with their audience, but how can you ensure that what you are communicating is reaching your publics?
Something we always discuss with our clients is the importance of creating and sharing newsworthy content. Make sure the information you are providing is of interest or benefit to the media and your target audience.
There’s been a debate, for a while now, about the use of traditional press releases. I would say that the effectiveness of a press release depends on the company, the subject and the audience.
At Gem PR & Media we work with the media, more often than not, to provide them with the stories that best suit their audience. So, if we have an event that we want to publicize, such as a political fundraiser or meet and greet, we’re likely to issue a press release to relevant media and follow that up with a call to our politic editor or journalist contacts.
If we are working with a client in the health industry and our aim is to educate the public about the benefits of a particular treatment, we’ll likely liaise with relevant print, radio, online or TV media and provide them with an article, interview or video clip.
As well as establishing a relationship with reporters online, through Facebook, Twitter or LinkedIn, for example, it’s also a good idea to get out of the office and grab a coffee with them from time-to-time. You easily know any old school from a newbie. How? Because old school will pick up the phone and talk to you nine times out of 10.
“At Gem PR & Media we pride ourselves on our ability to develop meaningful and lasting relationships with our clients and the media.”
At Gem PR & Media we pride ourselves on our ability to develop meaningful and lasting relationships with our clients and the media. So much so that we provide articles to a range of publications through our press service because, aside from pitching and providing relevant content, the majority of our team are, or were, journalists themselves.
It’s all about knowing your client, their audience and the media.
When Gemma met David
I’ll never forget the day Barack Obama was elected president of the United States of America. My husband and business partner Chris, an american living in Guernsey, booked the next day off work and promised to wake me up in the early hours once the result was in. I watched with him Obama’s acceptance speech, a speech I remember parts of till this day, and that morning I sat at my desk as the news editor of The Guernsey Press in love with politics as much as I’d ever been. When I left the paper to move into PR I told the MD I was taking the leap because I wanted to one day run political campaigns.
This week I met a hero, David Axelrod, one of the brains behind Obama’s 2008 campaign. He was in Springfield, IL for a book signing of Believer: My forty years in politics. We talked about the Illinois 18th Congressional race for which Gem PR & Media is managing the PR for democratic candidate Adam Lopez, about his visit to the capitol city and about Guernsey. On walking away he shouted: ‘don’t ever lose your accent.’ I said: ‘I promise I won’t.’ So in a matter of weeks I’ve met a man I admire as one of the greatest political minds of our time and have joined the campaign to get a democrat elected to a seat in The House of Representatives, which has belonged to the republicans since 1939 - an area which Abraham Lincoln himself served (although he represented the 7th district). What a fantastic start to a our first summer in the USA and the penultimate months in the second year of Gem PR & Media.
21 months, two continents, one new website.
At less than two years old, Gem PR & Media has already expanded from its original setting in Guernsey to also include services in Jersey, the UK and IL, USA. With clients in retail, professional services, health and politics we continue to draw on the expertise of individuals around the world to provide the best possible service. As stated by the Chartered Institute of Public Relations in the UK, of which Gemma Long, founder and managing director of Gem PR & Media, remains a member, ‘PR is about reputation - the result of what you do, what you say and what others say about you’. At Gem PR & Media we concentrate on building strong and lasting relationships with our clients in order to achieve the necessary understanding and support to offer a strategic and sustained approach to their PR and media needs. We are delighted to launch the new Gem PR & Media website, which provides an extensive list of our services, locations and our story so far. Please keep up-to-date with our blog as we continue to create and manage exciting campaigns for our clients across the globe.
