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Community is at the Heart

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Here at Technical Marketing & PR, we are passionate about the future of Wales’ development. For this reason, TMPR consultant, Louise Matthews, volunteers as a non-executive director on the board for Planning Aid Wales, where she brings 15 years of marketing and PR experience to bolster the organisation’s communication capabilities.

Planning Aid Wales is a charity that works towards creating effective community involvement in planning and building development. The organisation promotes and facilitates community engagement, to help all voices be heard in the planning of Wales’ future.

With an ever-growing population, there is a need for the development of more houses and community facilities in Wales, with TMPR believing that community is at the heart of creating effective development policies. Louise comments: “Planning Aid Wales advocates that communication between local councils and the public is essential. I am proud to bring my marketing and PR skills to the charity, as it provides a future vision that looks to maximise community welfare.”

Take a look at Planning Aid Wales’ website to find out more about its services or how you can volunteer to support the charity: http://www.planningaidwales.org.uk/

Technical Marketing & PR Wins Major International Contract

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Technical Marketing & PR expands services ‘Down Under’

A Cardiff-based PR agency has won a major additional contract with existing client, Promethean – a global education technology company – to deliver the communications campaign which will promote the winners of its Australia and New Zealand Grant initiative throughout the region.

The first ever Promethean Grant competition was piloted in the UK last year, attracting entries from 250 schools across the country. Pupils were invited to show their creative skills to win a Promethean ActivPanel – an advanced interactive front of class display – with 30 schools being successful in winning the technology for their classrooms.

The success of the campaign has led Promethean to take the Grant global, and Technical Marketing & PR’s successful track record with promoting the UK incarnation has been recognised with the award of the PR brief for Australia and New Zealand. The company is set to manage the communications activity surrounding the winning schools and their creative campaigns.

The Promethean Grant is also returning to the UK in March 2018, with Welsh schools being encouraged to enter after there were no local finalists last year. Stuart Fraser, Promethean’s Head of Wales, said: “We’ve bolstered the support we offer to our customers throughout the region this year and it would be great to see some Welsh schools as winners.”

Gillian Rhodes, Promethean’s Head of Marketing in EMEA and ANZ, said: “Having seen the excellent coverage and exposure the Technical Marketing & PR team secured for the UK Grant over the last 12 months, there was no hesitation in commissioning them to deliver PR support for the ANZ programme.”

Louise Matthews, Director at Technical Marketing & PR, concluded: “This is a really great result for us and testament to the excellent work of our PR team. It’s a fantastic opportunity for us to take our public relations work to a new international level as well as support a great scheme that encourages creativity and technology in schools. This shows that Wales is a great place to come and do business.”

Are you GDPR ready?

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What is GDPR?

GDPR is the new General Data Protection Regulation which will come into force from 25th May 2018. It will replace the current Data Protection Directive 95/46/EC. The new regulation intends to strengthen and unify data protection for all individuals in the European Union.

 

But what about Brexit?

Even though the UK is set to leave the European Union, the government has fully committed to GDPR. From a global perspective Europe is leading the way with GDPR and although data protection is constantly developing, the rest of the world is likely to follow over time. And if nothing else, all you would have to do is store one EU citizen’s data on your system and you would have to be compliant with GDPR anyway. Any company not compliant with GDPR would face significant difficulty in trading with the EU.

So, what does GDPR actually involve?

Valid Consent: There will be stricter rules surrounding consent to use people’s data. Obtaining consent for processing personal data must be clear and seek an affirmative response or opt in system.

Transparency: People will have a right to see what information you hold about them. You must be able to tell any one person at any time how their data is being used.

The Right to Correction: Individuals will have the right to rectify any information that is incorrect.

The Right to Erasure: In some cases, people will have the right to have their data completely erased.

Data Portability: People will be able to request their data is moved from one service provider to another.

The Right to Object to Automated Processing: Individuals will have a right to object to certain types of automated processing.

 

How will GDPR impact PR & Marketing?

GDPR will impact all areas of businesses, it’s not just an issue for compliance teams. GDPR will arguably change the way in which marketing departments operate. In marketing we work with a lot of data, particularly when it comes mailing or analytics. Communications data such as name, email, phone number and address, all fall under the GDPR remit.

With GDPR in place, marketers will only be able to mail people who have opted in to receive messages. The sign-up process must include information to subscribers about the brand that is collecting consent, and outline information on the purposes of collecting their personal data. Records need to be kept of the given consent.

But what about people like journalists who make their contact details readily available? Although you are unlikely to face consequences for mailing journalists you must not be complacent. Only send journalists relevant content and do not abuse the access you have to their information.

There is no allowance for data collected without consent prior to GDPR. Many companies will want to work with marketing and PR firms to make themselves visible in new campaigns to retool and build brand awareness to encourage new opt ins.

You might think that there is going to be a mad rush to collect new data, but this is where ‘privacy by design’ comes in to play. Privacy by design is about being responsible users of information and only collecting the minimum amount of data required to conduct business operations. The data must also not be stored for any longer than is necessary.

Working with other organisations

In an increasingly globalised world of information sharing and collaboration, businesses often work with other partners or services to outsource areas of work. The original data owner is responsible for ensuring there is a procedure in place to confirm the data is used appropriately. There needs to be a formal control in order so that the information is only used for the purpose agreed. This could take the form of a contract or formal assessment of data security and privacy. It’s all about showing that you have effective regulation and control processes in place.

 

“GDPR won’t impact small businesses like mine”

GDPR will impact all businesses. Rightly so, larger businesses and corporations will have a lot more work to do to make sure they are GDPR compliant, as they often have large databases that feed in to one another. It will become mandatory for large businesses processing high volumes of data to appoint a Data Protection Officer. But small businesses also need to be able to prove they are compliant, even if it’s in the form of a 1-page document. You need to have some sort of document you could show a compliance officer to demonstrate you are GDPR ready. Any business you work with inside the EU, where sharing data is involved will be required to assess you to some extent in terms of GDPR. So, it’s worth getting it right.

 

What are your obligations?

Accountability: Demonstrate compliance by maintaining accurate data processing records.

Data Transfer: You are only allowed to transfer data if the appropriate safeguards are in place.

Data Security: All data must be kept secure and protected.

Data Breaches: Data breaches must be reported within 72hours.

Data Protection Officers: DPO’s will be mandatory in organisations processing large volumes of data.

Data Protection Impact Assessment (DPIA): DPIA will be mandatory if you’re processing activity results in a high risk to any person’s data rights.

 

What will happen if you don’t comply?

Regulators are super serious about data protection and responsibility this time around. Regulators in the UK have begun a serious recruitment drive, so companies will certainly be subject to checks. Data Protection Authorities and the Information Commissioners Office (ICO) will be able to flag companies that are not compliant and carry out an assessment. Consumers and individuals will also gain power from this perspective as they will be able to make complaints about any organisation they feel is using their data irresponsibly. Hefty fines will be placed on businesses who are not compliant with GDPR.

 

What next?

There is certainly a lot of information to take in surrounding GDPR and it is important to do your research and make sure your business is compliant. The emphasis is on being responsible data users and being able to demonstrate how you comply rather than defending yourself if you don’t. GDPR is a great opportunity for businesses and organisations to get into shape and promote how you control data use in a professional manner.

 

Benefits of GDPR

Enhance customer trust

Improve brand image and reputation

Strengthen data governance

Tighten information security

Increase competitive edge

 

It’s important to do your research and get the correct protocols in place. The ICO website is a great place for more information on GDPR. Check it out here.

Online Content: ‘The Perfect Mix’

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In celebration of ‘Pancake Day’ we thought we’d give you a sweet treat to indulge on. We all know if you get the pancake mix wrong, they can end up being a disaster. Online content works in exactly the same way, you need to start with the right ingredients to come up with something that will appeal to your audience. So, here’s what we believe to be ‘The Perfect Mix’:

 

  • Start with a captivating title 

The chances are the first thing your reader will see is the title. You need to make sure that you grab their attention by telling them what the content is about, but equally don’t give away the punchline. It needs to be a teaser that pulls them in and drives traffic to your page or website.

  • Keep paragraphs short

Smart phones and tablets are now the most popular devices to view content on, so make sure you consider this when you’re writing. Short and concise paragraphs mean that when viewed on a mobile device the content won’t appear too ‘heavy’ and the reader is more likely to remain engaged. A few sentences per paragraph are generally ample.

 

  • Add a strong image

People are far more likely to remember content if paired with a strong image, they’re also more likely to click on it. People love visuals and are programmed to better remember information if associated with images. If your content includes lots of data, why not use an infographic?

 

  • Avoid using industry jargon

While you may be proud to know a wealth of industry jargon in your sector, it can be hard to decipher and off-putting to your audience. Say what you have to say in the simplest way possible in plain English, it’s far easier for your audience to digest.

  • Break content up into sizeable chunks

When writing, break up your content into small sections that you can later extract and use on social media. This is an easy way to make sure you have strong bits of content that you can push through your social media channels and direct traffic back to the original content piece.

 

  • Consider using video

Popularity of video content is on the rise and represents an increasing amount of internet traffic. All you need to do is take a look at your social media feeds to see that video content is everywhere, it’s easy for people to view and make sense of, even on the move. Because of subtitles, most videos don’t even rely on sound. The best videos are visual, short and concise and generally last less than a minute. You don’t even need a camera, the quality of the video recorded on your smart phone or tablet is sufficient for online use and there are apps available to help you to edit your video content so that it looks professional.

 

  • Make your content relevant

When sharing content on social media look out for opportunities to capitalise on your output. Tailor your content towards international days or celebrations that are likely to trend on social media, it will likely increase the amount of traffic to your post. Whether you coincide your content with general or industry specific days/ events, targeted and planned output tends to be more successful.

 

  • Add hyperlinks

Think about your content and whether it relates to anything in your wider content portfolio. If so, add some hyperlinks linking through to the content. The chances are, if people have made it as far as reading the body of your content they will also be interested in other content you’ve shared. Hyperlinks are an easy way to direct and increase traffic to different areas of your website or social media platforms.

So, there you have it, the perfect mix for online content. If your business needs support or advice on online content, then get in touch. We are more than happy to offer up some of our time for a free consultation.

 

 

TMPR’s 12 Days of Christmas

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Christmas is a time for giving… so here’s the gift of 12 days of PR and marketing tips from us here at Technical Marketing & PR.

 

On the first day of Christmas TMPR gave to me…

 

 

A Partridge in a Pear Tree (The marketing branch of your business)

There are many branches of your business that are key to its success. When it comes to the marketing branch, if you don’t have internal resources, bring in scalable and flexible support when you need it. Find out more here.

 

2 Turtle Doves (Your relationship with the media)

Turtle doves are known for their courtship and loyalty to their partner. This is exactly how your relationship should be with your core media. Deliver on your promises and be available to talk to them at any time. Building good relationships will increase your chances of securing positive coverage. Also in times of crisis, if you have solid media relations they are less likely to be so damaging towards you. Click here for more advice on media relations.

 

3 French Hens (International reach)

International reach is crucial if you’re looking to expand your business into new markets. Social media is one of the most cost-efficient ways of drawing international attention. The web is a huge space and using social media platforms as marketing tools can really broaden your reach. Find out what Facebook means if you’re B2B here.

 

4 Calling Birds (Tweet tweet)

Twitter is a really useful social media platform for SMEs when used correctly. You can engage with your customers, check out the competition, develop your brand image and use it for marketing to a wider audience. Follow us on our twitter to keep in touch, we like to share some useful tips!

 

5 Gold Rings (Winning gold)

We’re so proud when our clients win gold, or are even shortlisted for industry awards. This is a great way to recognise the hard work of your company, to get your name out there and secure some publicity. We can help you identify award opportunities and plan PR around them. Our client Promethean has recently been shortlisted for ICT Company of The Year (Over £3m turnover) at the Bett Awards 2018!

 

6 Geese Are Laying (Bring your brand to life)

Creative copy writing with a sharp technical edge can really bring your brand to life and ensure that your key messages are always heard and understood. Click here to find out more about creating powerful copy.

 

7 Swans are Swimming (Drive your business forward)

Swimming is all about moving forward. Case studies and testimonials can be an effective way to grow your customer base. Potential customers like to know you have customers that are completely satisfied. Find out how to create powerful case studies and testimonials here.

 

8 Maids are Milking (Make the most of your PR agency)

Your PR agency are experts in what they do, use this to your advantage and utilise them for all the help and expertise you can. Regular contact and keeping everyone on the same page is key. See our guide to getting the most from your agency here.

 

9 Ladies Dancing (Moving in sync with your PR agency)

Having a PR plan is important to make sure you and your agency are in sync. A dance wouldn’t be seamless without choreography, so why engage with a PR agency without a solid PR plan? Find out more about getting the most from your agency here.

 

10 Lords are Leaping (Aim high in those search engine results)

Leap high in search engine results by getting SEO right. Since Google’s updates to its algorithm, any decent SEO strategy is based on quality, dynamic, multi-media content, blogs, social media interaction and regularly updated web content. Have a look at our guide to digital PR here.

 

11 Pipers Piping (A consistent flow of content)

Any effective strategy must be sustained, you should always have ideas in the pipeline. One of the first mistakes an organisation often makes when engaging with a PR company in a campaign, is that once there has been a ‘big splash’ things can lose momentum. Work closely with your PR team to ensure there is regular quality output. Check out our guide to getting the most from your agency here.

 

12 Drummers Drumming (Make some noise)

When it comes to PR it’s all about attracting attention for the right reasons and making yourself stand out from the crowd. Use these 12 tips as a starting point to strengthen your marketing strategy and work better with your agency… and if you don’t have an agency, we’d be happy to chat through how you can maximise your internal resources.

 

For more tips like these throughout the year, sign up to our mailing list here. From everyone here at the TMPR team we wish you a very Merry Christmas and every success in the New Year!

TMPR Lends a Helping Paw to Hope Rescue!

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Here at Technical Marketing & PR we like to sprinkle a bit of happiness whenever we can, and that’s just what we did recently with Hope Rescue in Pontypridd.

The team work hard to re-home rescue dogs within the local community, and as a small independent team they rely heavily on volunteers and donations. When we heard that they needed help to they buy an information portal for their newly refurbished charity shop in Pontypridd, we were pawsitive that we wanted to offer some financial support – not least because technology is kind of our thing.

With the new portal in place, shoppers can browse their website and have a look at the Hope dogs available for adoption, it’s definitely a handy addition to the shop, make no bones about it!

Take a look at the Hope Rescue website to see how you can get involved with helping the charity, or to browse the list of dogs looking for new homes http://www.hoperescue.org.uk.

The Independent is the first national newspaper to go digital-only – but will it be the last?

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The Independent is set to cease trading as a print edition from March, making the move to “digital only”, a decision that will see many of the current editorial team made redundant, while there will also be 25 new “digital content roles’ made available.

While the news shook both the journalism and PR world, the closure of some of the UK’s best-known print titles is a move which we have seen emerging since newspaper houses try to grapple with the popularity of free news sources online versus their declining sales of print editions.

The notion that “print is dead” is a term that has been bandied around for some time, it’s something I heard almost a decade ago when working with a client who worked in the print industry, way before the likes of the Mail Online grew to the global phenomena it has now become (over 13m people on average read it daily). We have gradually witnessed the end of some of the biggest ‘lads’ magazines including Nuts, Zoo and FHM. All of which were staples of the lad culture back in the 90s, resigned to print heaven.

We have seen The Times adopt a paywall model since 2010, and The Sun follow suit in 2013, before scrapping it in 2015 back to providing free online content. We are even hearing rumours that the Guardian may be trialling paid-for-content that only members can access, although the Chief Exec says, “it’s not a paywall”. These latest rumours have surfaced after news that the Guardian needs to make £54m a year in cuts in order to simply break even, proof that somewhere along the line, something has got to give.

To me it seems like even the global newspaper houses still aren’t sure how to play the decline in print sales while still making a profit from online, and I can see their struggle. We have rapidly moved from a world that relies on the News at Ten and the morning paper to keep us informed, to an information hungry society that demands real-time news, 24/7.

The volume of content on news websites is extraordinary, and the ability of today’s journalists to create a news story from a 140-character celebrity tweet is commendable if not a slightly sad sign of the times. However, from what I can see, the paywalls have shown that consumers are reluctant to pay for accessing this content. News stories are breaking around us at all times and journalists need to be paid, ultimately it seems the publishing houses are in a bit of a pickle.

While I can offer no solutions (sorry about that) I think that it will be interesting to see how the industry continues to develop certainly over the next year. Perhaps the Guardian is onto something with a membership-model, only time will tell.