Stuff and ThingsTop 50 UK PR Blogs 2013Top 50 UK PR Blogs 2013

Coverage Cup round up

Coverage cupWith the Olympics fast approaching, Spark has helped secure some golden pieces of coverage over the last couple of weeks.  Quick off the starting blocks, Venafi and IOActive secured comment in a Financial Times’ feature on women in security. The Venafi team maintained its strong start by quickly responding to the EU’s pledge of €1.8bn for cybersecurity – an effort rewarded with coverage in both the Independent and New Statesman. Meanwhile, HCL’s Rahul Singh led the pack by featuring prominently in a Telegraph feature looking at blockchain. Bringing the baton home, the Trustmarque team secured comment in a Times’ feature on legal technology.

A full list of Coverage Cup nominations can be found below:

 

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Coverage Cup round up: Euro 2016 edition

Coverage cupWith Euro 2016 well underway, Spark continued to score some great client coverage. To kick off, the JDA and Centiro teams recorded fantastic results with Customer Pulse 2016 Report, securing coverage in The TimesForbes, Business Reporter, Business Insider and Internet Retailing amongst of others. The Elsevier team remain in a strong position after doing the double with R&D Magazine and Manufacturing Global.  Trace One made the most of quick delivery (of Brexit comment) to clinch a result in Packaging News. Finally, HCL sealed an injury time winner in IoT Global Network for a by-lined article discussing security in the IoT revolution.

A full list of coverage cup nominations can be found below:

 

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Coverage Cup round up

Coverage cupIs the bank holiday referred to as a ‘national holiday’ because of the amount of national coverage Spark secures around that weekend? If not, it should be :). Egress paved the way by keeping their fingers on the pulse to quickly respond to an email leak by prison officers in Northern Ireland – achieving coverage on The Telegraph’s website. Egress also secured coverage on New Statesman Tech for research which found humans are still to blame for data breaches. Not to be out done, HCL secured coverage in a feature on monetising data within The Times’ Raconteur supplement. To round up an impressive collection of national coverage, Venafi placed an opinion article with New Statesman Tech on the snoopers charter. Spark also scored some good hits within the IT and vertical press. VMTurbo placed on article on using software to control cloud resources with CBR, while Trace One commented on Lidl recalling product lines in FoodBev. A full list of coverage cup nominations can be found below:

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Engaging influencers is the key to avoiding content shock

shockThis post does a great job of explaining content shock, why it exists and why you should ensure you are prioritising quality of engagement rather than quantity.

In PR, the level of engagement with content is tested in real-time.  We speak to our target audience and get their feedback.  ‘Hi journalist – we think this news is really interesting because….We think you should like it too as we know you’ve written about this stuff before….What do you think? Fancy pulling together a story? If so, how can we help?’ If we fail to engage, we can tailor/bolster the content as we go.

Wouldn’t it be great if you could do that with every piece of content that you send to your audience?

While you can try to predict the success of marketing content for example; a bit of testing on headlines that will encourage downloads;  a lot of analysis of what your persona is interested in; or what time of day they consume your type of content.  But in b2b marketing, it’s challenging to predict what your audience will actually do rather than what you hope they will do.  With limited time, the target audience is focused on keeping up with the day job.  Downloading content of unknown quality could be a waste of time.

However, routing your content through credible sources i.e. influencers such as journalists, analysts, Linked-in groups and industry experts or even general enthusiasts (content curators) significantly increases the chances of audience engagement.  They amplify it, and if they have the right network, it spreads quickly.

However, there is a catch; influencers have credibility for a reason.  They are picky; they have a reputation to think of.  Self-serving or vanilla content isn’t going to cut it.  This story about the Technical University of Munich and big data has reached the tech correspondent of The Guardian in San Francisco.  Why? Because it’s about one of the biggest T.V. shows of all time, it’s been distributed during the run—up hype to the new series of Game of Thrones and it has some really good numbers in it.  Geekiness and Game of Thrones go hand in hand so what better way to appeal to prospective students or commercial partners than through a story about the show?  It gets across the breadth, depth and complexity of the offering to its target audience yet it is still an interesting read for people with no interest in statistical analysis.

Next time you create a piece of content, it’s worth remembering to maximise pop culture and minimise the ‘you’ as it will carry your audience to the next stage of the buyer journey where you can talk more about yourself, focus more heavily on your key messages and differentiate from the competition.  Quality wins over quality and adding a Game of Thrones reference almost guarantees success!

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Coverage Cup round up

Coverage cupWith Summer just around the corner and the blazing sun hanging low in the Western sky, it’s fitting that Spark has embarked on a blinding run of national coverage. Verizon led the charge, securing coverage on both the BBC and Financial Times for a report which found email to be the most popular phishing tool. Also, angling for the coveted Spark Coverage Cup was the ViaSat team, who achieved coverage in Financial Times regarding the communications provider partnership with the European Space Agency. The New Stateman Tech also covered the announcement – so a great effort all round.

Making hay while the sun shines, The Venafi team struck with lightning reactions, responding to the Qatar National Bank hack and securing comment on IT Pro. The JDA team also had its finger on the pulse to respond to BHS entering administration, for which they were rewarded with coverage on Bloomberg, Essential Retail and Internet Retailing amongst others.

The full list of coverage cup nominations can be found below:

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