fireworks-night

Set your PR campaigns alight with Property House Marketing this Bonfire Night

By Katherine Gallacher, Senior Account Executive

On Bonfire Night last year, you may have read our tips for creating fireworks with your email pitches. This time, we’re setting your PR campaigns alight by sharing some tried and tested methods for adding value to your content and making it work extra hard. Take a look to find out how PHM can ensure you get the biggest bang for your buck.

 

  1. Marry up your PR and marketing

We believe the two go hand in hand. Not only should your PR content mirror your marketing and advertising campaigns, but you should be recycling both. Tell PHM about your latest sales incentive and share your brochure with us…we can come up a good story angle to pitch it into target media and widen your reach. Do you have a press release you’re really pleased with? Don’t waste good content – turn it into a website story!

Across our clients, we work alongside some of the best marketing and ad agencies in the business to deliver a cohesive campaign across the board.

  1. Look at the bigger picture

Think about your story as part of the wider news agenda. Not only will this help you time your announcements and your storytelling (don’t try to compete for front-page space the day after a big housing announcement from the government), it will encourage you to be a part of the bigger picture. Are you launching a new development in an up and coming area? How can that tie into the latest stats on commuting from one of the big banks? Are you prioritising biodiversity? Does it tie in nicely with the government’s new policy on environmental concerns?

PHM will bridge the gap for you, creating stories which will put you at the front of popular discussions.

  1. Collaborate

Consider some joint PR. Working alongside brands that complement your product can put you in front of a whole new customer base, one which already buys into your values. PHM has worked on a number of campaigns and events that offer benefits on both sides – blog swaps are a low-cost way to associate yourself with some good causes, while a package with a social media influencer means guaranteed digital prominence and measurable results.

 

If you’d like to add value to your PR campaigns then speak to a member of the PHM team on 01483 561119.

Dust off the cobwebs: Keep your social media in shape this summer

Here at PHM, we like our content to shine bright on the never-ending feeds of social media and with the summer months finally here, what better time to help you dust off the cobwebs and bring you three essential top tips to keep your social in ship shape:

  1.   Cut waffle in long posts: your audience don’t have all day!

Many people using social media are simply scrolling; recent stats are claiming that the average person scrolls through 300 feet (90m) of social media content daily! With so much to consume, your audience doesn’t want to be reading long paragraphs with no substance. One way to keep people engaged in your posts is to stick to the point and cut the waffle. It’s important to keep content concise without compromising on quality.

  1. Know your audience and stay up to date with them

We know the majority of a beauty blogger’s audience will have no interest in bird watching, so why should your audience maintain engagement with seemingly random and unrelated content? Tailor your posts to trending topics to keep your following engaged and up-to-date without jeopardising your message. Does it suit their interests? Are they the right demographic? Is it the type of content the target audience would choose to spend their time consuming?

  1. Add pictures and graphics

Pictures are processed 60,000 times faster by the human brain than words, so it’s important to keep your feed filled with photos. However, it’s often difficult to keep creating new visual content from scratch. Here at PHM we use sites such as Unsplash and Canva. Unsplash allows you to browse and download high quality images for free, avoiding unwanted repetition. Canva is a site used to create visually interesting content for social media. The website offers templates and graphics which you can utilise to personalise and refashion your posts in order to keep things fresh.

If you’d like to find out more about how PHM can help with your social media strategy, contact the team on 01483 561119.

Open the door to more coverage with Property House Marketing

At PHM, we work hard to ensure the majority of our time is spent doing the practical things – advising and guiding our clients, creating high-impact stories and most importantly, securing high-quality coverage in places where our target audiences will see it and act upon it.

Whether landing the sought-after front cover of The Times’ weekly property supplement (a striking image of the grand front door at The Villas by Berkeley was featured at the beginning of February) or placing a first-time buyer case study in the Metro (a full page piece regarding one of So Resi’s happy shared ownership customers), we understand where our clients need their product to be seen and spend our time making this happen in the most efficient, impactful way possible.

A varied approach to media relations is, and will continue to be, the most effective way to share your message. So beyond a press release, how can you ensure your content reaches its target? We’ve revisited some top PHM tips

  1. The feature pitch

The press release should exist to share news, not story angles, and will land in a journalist’s inbox with plenty of other press releases vying for attention. If you have a good idea for a story that provides context to your content, send a simple email instead. A couple of paragraphs and a clear, direct explanation makes for easy and quick reading for a busy journalist.

  1. Twitter

If Facebook talks to community and LinkedIn talks to business, then Twitter talks to everyone. Twitter provides an instant link between journalists and those of us looking to feed in content, against a backdrop of breaking news – ideal for finding those all-important hooks – and urgent media requests issued 20 minutes before a deadline.

  1. Phone

Email is a great tool for ensuring accuracy and creating a paper trail, and evidence suggests that any communication that avoids spoken dialogue seems to be the method of choice for millennials. Breaking with this trend, we’re big fans of the humble telephone – a verbal, instantaneous conversation means that you’re not only able to convey information effectively, but have a better insight into what journalists are looking for. No square pegs/round holes.

If you’d like to talk to PHM about a bespoke approach to your PR requirements, call us on 01483 561119 or email info@housegroup.co.uk.

Starting a career in PR

Starting out in PR? Top tips to get you started…

Senior Account Executive Louise Jarvis remembers when she joined PHM after university and shares her advice on starting out in PR.

For many, this time of year signals new beginnings; students are set to start a new academic year, while those saying goodbye to education (whether it be college, sixth form or university), are looking to step into the world of work.

For those wanting to kick start their PR career, here are some essential top tips which will help you on your way, because it’s a jungle out there…

  1. Ready…set…adapt

You may have mastered the art of essay-writing at school, but be prepared for your work to receive a lot of amends. Don’t worry, this doesn’t mean you’re a bad writer, it’s because every brand has a style to which you’ll have to adapt. Similarly, every strategy and campaign will require a different style of approach and execution depending on your objectives – be ready to switch it up, there’s no room for one-trick ponies in PR.

  1. Keep your eyes and ears peeled

Stay on top of the news. A great way to do this is to set up Google news alerts for your company and/or clients. Not only will this keep you sharp on what’s current, it will allow you to be quick off the mark when it comes to distributing a responsive comment or positioning your company and clients as part of the relevant and topical conversations being had in the media.

  1. Put your creative hat on

It may sound cliché, but think outside the box. It’s really easy to get into the same routine and way of thinking. In an age where journalists and consumers are time-poor, it’s never been more important to embrace creativity and think of ways to make your company and clients stand out in the everyday sea of content.

  1. It’s ALL in the details

Human error is inevitable, but there really isn’t room for sloppy mistakes in PR. Your role is to maintain and promote your company’s and clients’ brand or products, and nothing can sabotage credibility quite like an easily avoidable grammar or spelling mistake. Proof and proof again. Take five minutes out and come back to it. Ask a colleague to review with a fresh pair of eyes.

  1. Embrace the list

Working a PR job, especially in an agency, is a juggling act – there are always multiple things going on at once; events to organise, strategies to write and releases to distribute. One simple way to keep on top of your workload is by writing everything down, this will help you prioritise your tasks, because there are only so many hours in a day.

Need a fresh and creative take on your PR strategy? Give us a call on 01483 561119 or email info@housegroup.co.uk.

 

Lent: three bad habits to give up when writing copy

Three bad habits to give up this Lent when writing copy

Today marks the beginning of Lent and rather than giving up chocolate, here at PHM we’ve decided to look at the bad habits worth banishing when writing copy, from press releases to social media posts.

Here are three ways to ensure your written content is second to none:

  1. Cut the waffle

It’s important to keep your content concise without compromising on quality. It’s tempting to provide as much information as possible, but in a time-poor day and age, journalists and followers alike are keen to get to the heart of a story quickly.

  1. Don’t be lazy

It’s easy to repeatedly churn out the same content, and although consistent messaging and brand recognition is important, it’s also vital to keep things current and fresh. Your level of engagement is more likely to increase if you tailor copy to your audience and have something new to say.

  1. An eye for errors

Checking for spelling and grammatical mistakes may seem an obvious part of writing formal copy, but this is just as important when it comes to social media which provides another opportunity to promote your brand. Colloquial language is common across platforms such as Twitter, however there is no excuse for poorly structured content; attention to detail and errorless posts make for a more credible company.

If you’d like to talk to PHM about a bespoke approach to your PR requirements, call us on 01483 561119 or email info@housegroup.co.uk.