Strategic B2B PR campaigns that utilise the media, social networking and events to boost your brand
When it comes to SMEs, print and online media matter. Whether it’s the FT’s entrepreneurs pages at the weekend or The Telegraph Business Club, SME owners read for inspiration and answers to business problems.
Our approach to media relations is relentless. We ask journalists what they’re looking for and build relationships with them. We use creative techniques to generate news angles and above all, respond quickly when a journalist wants your story. We use Mediapoint, the Press Association’s newsfeed, to identify breaking stories that are relevant, making sure that our clients know about topical news in time to respond.
Our PR consultants create roundtable and briefing opportunities to help you deepen the relationship with your key media contacts.
Business-focused social communications
Conversations about brands, products and organisations take place on blogs, forums, Facebook and Twitter every day, so talking to your audiences via social media is a huge opportunity to maximise influence, create powerful brand advocates and manage your reputation.
With an in-house team of social communications PR experts, we keep a constant watch on the latest developments in social networking. Whether it’s giving strategic advice on the best use of LinkedIn, a Twitter stream to promote a new camera or an app to track the number of wasps in the UK, we use a wide range of social media PR tactics to create a brand personality and get people talking about you and sharing your news online.
Blogger outreach enhances your B2B PR campaign
Bloggers are increasingly influential. Many are journalists in their own right, with peers and followers who respect their opinion, take note of what they say and join in discussions on their comments forums.
We carry out thorough research to identify the bloggers that talk about your kind of product or service to SME owners. Our PR consultants then help you engage with them to create events or review opportunities that give them something relevant to blog about and spark conversations with their readers.
Using events, awards, sponsorship and speaker opportunities in your PR campaign
From speaker opportunities at conferences to sponsoring events, BOTTLE’s PR consultants have first class experience in picking the right opportunities to influence your audiences. We can advise on creating added value from the industry events you already attend right thought to creating a new industry award for your brand to own.
Brand development and messaging
All brands need a message that inspires and motivates people to buy. Even the best brands can forget this and focus on the product, not the benefits. It’s not rocket science but it does have to be done with precision. We start every client relationship with a messaging and PR campaign planning workshop, which digs behind what you tell us at pitch stage to tease out brand messages tailored to each audience.
Search Engine Optimisation to drive website traffic
Effective SEO helps your website, your blog and your social profiles to be found on search engines. We operate and run both on-site SEO (using keywords and web coding) and off-site SEO (generating beneficial links). Underpinned by exhaustive analysis and research, our optimisation campaigns enhance the performance of PR and social communications as well as build lasting traffic to your online properties. You can read more about our SEO services here
Strategic consultancy for a truly successful B2B PR campaign
We don’t take a PR campaign brief that says ‘we need media coverage’ and plough ahead; instead we look at your audience, the messages you need to engage them, the places and tactics for doing it and then advise you on the best strategy to reach that audience successfully. Be prepared for probing questions en route and expect a robust strategy as a result.
Crisis communications and reputation management experts
From an HR problem leaked to the media through to a customer complaint spreading virally on the net, crises take many forms. How prepared are you to minimise the negative impact on your reputation? Whatever sector you’re in, there are risks to your business and BOTTLE’s SME PR team has internal crisis communications and reputation management experts who can help you identify the potential risks, plan for and deal with a crisis, and make sure you have a robust communications response in place.
Your staff are your everyday ambassadors. Do you know how they talk about you? How positive are they about your organisation? How often do you communicate with staff and is it a two way conversation? From wikis to staff conferences, e-newsletters to staff forums, BOTTLE’s SME PR consultants provide strategic advice and tactical support to devise the right internal communications programme, designed to build advocacy from within.
Influencer campaigns to build your reputation within the industry
BOTTLE PR has significant expertise in running ‘influencer campaigns’. We offer guidance in the best way to approach significantly influential individuals and groups, steadily building your reputation with:
- Community groups and activists
- Local, regional, national and international government bodies
- Government agencies
- Opinion formers and decision-makers
- Industry bodies and professional associations
- Industry analysts
‘No comment’ is no answer. Whether you are raising your organisation’s profile for the first time or you want to fine-tune your approach, BOTTLE PR media training helps you to maximise every contact with the media and build your reputation as an authoritative ‘voice of the industry’.