Buy Social showcased to PR industry

The City of London Guild of Public Relations Practitioners and the PRCA held their first ever “Buy Social” forum, on 10 June, which aimed to persuade agencies and in-house teams to buy from social enterprises.

The event, hosted by Lloyds Banking Group, was attended by members from across the PR spectrum and featured a panel discussion and a showcase of social enterprises and networking.

Jonathan Chandler, Master of PR Guild delivered the opening speech and moderated the debate, which focused on identifying actionable next steps and addressing any concerns or issues arising from them.

Among the speakers were Matt Cartmel, Communication Director of PRCA; Suzanne Jones, Business and Support Director of City of London Corporation and  Celia Richardson, Director of Communications and Policy at Social Enterprise UK.

The Director of Poached Creative Jessica Smith also spoke to share her experience of working with the PR sector. She said:

"We work to put creative communications jobs within reach for disadvantaged people. You want to diversify your industry and we can help with that. Social entrepreneurs come from a range of backgrounds with experience in the media, corporate and charity sectors and we're keen to work in partnership with you on issues like this."

"Take a look at the directory and you'll see that there are social enterprises for almost anything you would want to buy. The most powerful way you can support the social enterprise sector is to trade with us."

The Buy Social Directory was launched on 4 June at the Guildhall by the Minister of Civil Society, Nick Hurd MP. To find out more visit http://www.buysocialdirectory.org.uk/ .

PR for the right reasons: a foray to the other side

Well, it's back to business here at Poached after a brief but productive pause. I have a new trainee, Louise, who is working for our new client, Healthy Planet.

This is my idea of Poached-lite now that the pilot is over: just one trainee who's main job is to help me out and make the most of any opportunity that comes their way. Meanwhile, behind the scenes, I'm still working to build business, gain new funding and get us set up for the future.

Healthy Planet has added an exciting new element to our work here at Poached and, in truth, one I was reticent to take on: PR.

What I know about public relations (or dealing with the media, which is what it mainly amounts to) stems from being on the other side of the fence. As a former journalist I know what annoyed me, what was helpful, and what I'd like to receive from a PR agency. But I've always steered clear of 'doing' PR - it feels a bit too much like crossing to the dark side.

There's another way of looking at it though. Right now I'm working for a client who has really interesting and positive messages about people and the environment. They're doing innovative things with technology, schools and businesses to try to gain as much as possible for the environment from the transactions that we would be making anyway - in this case buying gifts and paying rates.

So it's not difficult to want to help get those messages out there. And I'm sure journalists and the public will be keen to hear them. So, here's what I'm trying to do for Healthy Planet in a neat five points that you might find useful too.

1. Make sure the messages are simple and clear. Try not to do too much with the one press release/event/email/etc. People need one message that they can grasp quickly and easily - without having to think too hard or dig around for more information.

2. Think about what the audience will find interesting about it. Ask what's in it for them? Then lead with that. Good journalists will be attuned to their audiences' interests and will be more likely to run the story.

3. Target the message to an audience that has reason to be interested. Wasting your time on people or media outlets that will never want to run your story is also a waste of their time and damages your reputation.

4. Spend time getting the information right. Make sure it's concise, has all the facts, is set out clearly and consistently and has contact details and links to further information.

5. Take a deep breath and go for it. The worst you'll get is silence.