It’s been a nightmare month for Heck sausages. PR doesn’t get much worse than having #boycott[insertyourproductname] trend on Twitter, which is exactly what happened in the UK following a controversial decision by the Heck marketing team.
Ghost writing is a delicate balancing act. A great ghost writer must master the ability to capture the voice of their subject, without losing their own. Here at BlueSky, we regularly have the privilege of ghost writing for our clients. From high-powered alumni short of time, to brilliant professors lacking the English fluency to do their research justice; we’re never without plenty of engaging articles to produce.
Who else is sick of the phrase ‘the rapid pace of change’?
One pregnant teenager. So much controversy Shamima Begum’s face has been plastered across every front page in the UK over the last two weeks. The media storm has been a sensationalist dream for many outlets (arguably, far too many). A story in which the words ‘school girl’, ‘baby’ and ‘ISIS’ can all be crammed into one headline provides clickbait gold for a national news industry increasingly relying on SEO and digital content optimisation to keep itself afloat.
Another month, another influx of pioneering research papers. But which ones are destined for the headlines? The first step to securing phenomenal press coverage for business schools and universities is to identify exactly which research, and which student or alumni success stories, are most likely to catch the media’s attention. It’s equally vital to know when material lends itself to a press release, to an opinion editorial or to interview articles. Sound complicated? Not to worry, these tasks fall to us. Recognising press trends in business and higher education There are some trends in the news cycle that can be tapped into time and time again; internationally hot topics today include blockchain, diversity and AI. Looking beyond these, different nations’ press networks have their own tailored interests; UK media, for example, is predictably receptive to any particularly insightful comment on Brexit. Exploiting these popular themes might generate quick hits, but standing out to a journalist in amongst a sea of PR pitches is ultimately about thinking outside the box. What haven’t people heard about yet? Which publications reach your target audience most effectively? Or who can offer comment on a popular topic, from an alternative perspective?
Return on Investment. The crux of so many PR client meetings. Gone are the days of walking into a client’s office with a stack of newspapers that they’ve been featured in since the beginning of your contract; no longer can the value of PR be realistically measured by how much the table shakes when you drop that stack of coverage. So, how can it be measured?
The appetite for academic research in the media is huge. Studies and statistics lend credibility to comment pieces and provide great insight into current trends. But it’s not quite as straight forward as throwing dissertations at journalists!