Blogging is one of the key skills that I’ve picked up during my time at BlueSky, and whether it’s for our clients, or for ourselves, there are a few key principles that always hold true. Here are my tips for writing a compelling blog.
Having been at BlueSky for close to a year now, and starting with next to no PR experience, I’ve definitely picked up a few things! So, here are some of the most valuable PR lessons I’ve learnt about pitching, one of the most important aspects of the job.
When it comes to helping your company achieve its goals, great communication can be what makes the difference. So, here are some of the reasons why you should invest in recruitment agency PR.
When it comes to PR, sitting down and strategising before embarking on a campaign is essential. A well thought out, comprehensive strategy can often make the difference between success and failure. Correct planning will help you organise your ideas, make sure your core messages are congruent, work out your target audience and decide on the tactics that you will use to target them. While ‘make a plan’ might sound like the most obvious statement in the book, it’s something that often gets overlooked or doesn’t get as much attention as it deserves. So, with that in mind – here’s some simple tips for how to create a PR plan.
Companies invest considerable time and money into PR campaigns. While PR measurement may be a chore to some, without it you won’t learn anything, and won’t be able to improve future PR efforts. Measurement is an integral part of communications, and something that pays dividends in the long run. However, so many companies are neglecting it, with 50-60% of PR campaigns having no method of evaluation at all. Here’s how to measure PR effectively: How to measure PR effectively: Goal-setting Ultimately, the return on your investment depends on the desired goals of a campaign, so goal-setting is fundamental. These targets should be as quantitative as possible and address who, what, when and how much the program is intended to affect. This could mean an increase in client acquisition in your sector, or higher numbers of candidate registration. Goals should all be agreed on upfront, along with the metrics for measuring them. Business results
You may have heard the term before, but aren’t exactly sure what it means, how it can benefit your business, or why it’s named after a tree. So what is evergreen content? Evergreen content is content that is relevant now and long after it is published. It can show up in a variety of formats, such as ‘how-to’ articles, top ten lists, case studies, and much more. Topics that work well for this are those that are part of our everyday lives, or relevant for everyone within a certain industry or subculture. Be it health, finance, careers, family, or relationships, evergreen content will flourish regardless of what’s going on in the news. News articles, statistics and reports, and trending topics are typically not suitable for this. Long-term potential
In my short time at BlueSky, I’ve written a lot of blogs. This has meant a fair amount research on what makes a great post, and also reading some which aren’t very good at all! If my experience has taught me anything, by making sure you do these often overlooked things, you can take your blog to the next level. So, here's my list of 8 overlooked ingredients for a successful blog post: 1. Making a point This might seem obvious, but many blog articles have nothing to say. Well, they might have something to say, but they don’t have a point. When your blog has a solid hook, it gives readers a reference point to latch onto, making them more likely to share, comment, and engage. 2. Giving away knowledge Many bloggers and companies alike hold back their best knowledge in fear of giving away their ‘secrets’ for free. However, with the wealth of information available on the internet, your ‘secrets’ are probably not as valuable as you think, and this information will end up being put out elsewhere – by someone else. By giving out as much value as you can in your blogs, you’ll become more attractive to visitors.