PR takes centre-stage: Top 3 trends in 2014

As we are approaching the end of the year we have asked our PR teams around the world to share their top 3 PR trends and changes in the media market with us.

Richard Fogg,  MD of CCgroup, one of GlobalCom PR Network’s UK offices, provides the first post in the series:

RichardFoggThe key PR trend of 2014 has been about delivering on the rhetoric of the last few years. Conference after conference. Thought leader after thought leader. Blog after blog. The PR buzz terms have been coming thick and fast: Content marketing. Data-driven insights. Paid media. Outcome measurement. Search integration. Agency re-structuring.

Of course there are new terms entering the PR lexicon. But, critically, the industry is starting to deliver. Especially in the B2B technology PR space. Especially amongst nimble independent agencies. Especially in LondonRead more

What’s the best way to sell to telecoms operators?

ConneCt-and-CCG-logos-2Vendors are facing some of the toughest trading conditions ever. It has never been so difficult to ‘sell’ to operators. It’s not just uncontrollable macro-economic factors that are frustrating vendor sales and marketing efforts. The manner in which operators buy has changed. However, many vendors are not changing how they market and sell in response to new operator buying habits. ConneCt from CCgroup Read more

Demand evidence and think critically!

Thought leadership in telecoms PR

Like the spurious claims companies make about being “innovative”, of which I’ve written much before, there are plenty of organisations that claim to be “thought leaders”. But how can you tell if they really are? Because they say so? What does thought leadership actually mean, and why is it important? Read more

Confused? Well don’t be!

Having fun at work - the Escapade TeamWith Escapade PR, GlobalCom gains new driver for consumer business

With the plethora of communications channels now available to reach consumers, it can be confusing to know where and how to apportion your public relations budget.
Do you opt for a social media route putting all your effort into bloggers, social media sites and on-line engagement?  Or should you rely on traditional print media to get your message across?  Or maybe regional radio both on and off-line is where you should be?

In reality there isn’t a one-stop solution for any brand, service or product.

If you have a mass market product targeting gatekeepers in a demographic or location that doesn’t have internet access at home then it is probably true to say that an on-line campaign would be wasted.  A better engagement route might be broadcast and women’s lifestyle magazines.
Conversely, if you have a service that is targeting students, it is probably not an efficient use of time and effort to target traditional print media but to look at experiential and on-line instead.

The key to a successful campaign is to really understand your target audience, their media consumption and their buying behaviour.

Escapade is an affiliate company of the CCGroup, and focuses on Consumer lifestyle. “Our broad lifestyle expertise spans food & drink, electronics, home, consumer technology, fmcg, leisure and personal care – so we have plenty to offer our clients’ brand”, explains Lynne Goddard, Head of Escapade. “The agency has just joined GlobalCom and will become a main driver for the network’s increasingly dynamic consumer lifestyle business.”

Escapade will be an excellent partner for international PR campaigns in the consumer lifestyle segment, and they know their media channels well,” says Ralf Hartmann, Chairman and Founder of GlobalCom.
Check out www.escapadepr.com for more information.

Lynne Goddard