Days turn into weeks. The story gets picked up by… no one. The silence is deafening. The pride you felt turns into frustration, and you’re left wondering why your amazing news didn’t resonate. You’ve invested so much, only to feel like you’re shouting into an empty room. 

The Emotional “Why”

This isn’t just about a failed marketing effort; it’s about a missed opportunity. It’s the feeling of your hard work not being seen. It’s the quiet dread that your brand might not be as important as you thought. You’re losing more than just media coverage – you’re losing credibility, authority, and the trust that comes from being featured in a publication your audience already believes in. 

When that happens, it’s not because your story isn’t good enough. It’s because storytelling – real storytelling – requires more than a press release. It requires relationships, timing, strategy, and a deep understanding of what the media truly values. 

Enter the PR Agency 

This is where we come in. At Brighter Directions, we don’t just write press releases; we craft powerful narratives designed to be told, shared, and remembered. We are your story’s architects, and our foundation is built on two decades of trusted relationships with journalists, editors, and influencers across industries. 

A compelling pitch isn’t a broadcast – it’s a conversation. It’s about understanding what matters to each journalist and how your brand fits into the larger narrative shaping your industry. A PR agency doesn’t just tell your story; it ensures the right people are listening. 

Our work goes far beyond sending out a press release. We help you identify what makes your story truly newsworthy, find the right angle for the right outlet, and position your business as a credible voice in your field. That means when your story appears in the media, it doesn’t feel like an ad – it feels like validation. 

Why Brighter Directions? 

While other agencies might sell you a database of contacts, we sell you a relationship. We act as an extension of your brand, meticulously researching the right media for your story, tailoring our pitches to resonate with specific audiences, and following through until we’ve earned genuine coverage that you simply can’t buy. 

Our team understands that visibility is not the same as credibility. You don’t just need clicks, you need confidence. The kind that comes when a respected journalist chooses to feature your story because it aligns with their readers’ interests, not because they were paid to. 

We’ve helped countless brands transform from being overlooked to being sought-after sources of insight. We turn that initial feeling of frustration into the thrill of seeing your name in a trusted publication, your leadership quoted as an expert, and your story shared across channels that matter. 

Because PR isn’t about noise – it’s about influence. And in a world where attention is fleeting, influence is everything. 

A press release can announce your story. A PR agency can amplify it. The difference? Strategy, relationships, and results that last far beyond a single news cycle. 

At Brighter Directions, we don’t just get you seen – we get you validated. Contact us today to discuss your PR needs.

The post Why Your Brand Needs a PR Agency, Not Just a Press Release appeared first on Brighter Directions.

Think about it. A frequent flyer who always prefers a window seat and a specific meal. A boating enthusiast who consistently charters yachts in the Mediterranean during the summer. These aren’t just data points; they’re insights into individual preferences, behaviours, and desires. By harnessing this wealth of information, aviation and marine companies can move beyond broad-stroke marketing and craft truly resonant experiences at every touchpoint of the passenger journey. 

From Take-Off to Touchdown (and Departure to Docking): Personalisation in Action

The beauty of data-driven personalisation lies in its ability to impact every stage of the customer lifecycle: 

• Pre-Journey Anticipation: Imagine a targeted social media campaign showcasing luxury cabin upgrades to business travellers who frequently book long-haul flights. Or perhaps an email highlighting specific diving excursions in a customer’s preferred destination based on their past booking history. This proactive approach not only captures attention but also demonstrates a genuine understanding of individual interests. 

• Seamless Booking & Planning: Personalised recommendations during the booking process, such as preferred seating options pre-selected or tailored suggestions for onboard amenities or shore excursions, streamline the experience and reduce friction. This makes the customer feel valued and understood right from the start. 

• Onboard/On-Water Experience: Imagine personalised entertainment options displayed on in-flight entertainment systems based on past viewing habits, or crew members addressing passengers by name and anticipating their needs based on their profile. For the marine sector, this could mean curated itineraries based on past preferences or personalised service in onboard restaurants. These small touches can create a lasting positive impression. 

• Post-Journey Engagement: Following up with personalised thank-you messages, tailored surveys seeking specific feedback, and exclusive offers based on past travel patterns fosters loyalty and encourages repeat bookings. This continuous engagement transforms a single transaction into an ongoing relationship. 

Navigating the Data Landscape: Turning Insights into Impact

The foundation of effective personalisation is, of course, data. But simply collecting data isn’t enough. The real power lies in the ability to analyse, interpret, and activate these insights strategically. This is where a sophisticated marketing communications approach becomes crucial. 

This is where we come in. At Brighter Directions, we understand the nuances of the aviation and marine sectors and the immense potential of data-driven marketing. Our boutique services, encompassing both Public Relations (PR) and Social Media management, are designed to help you: 

• Uncover Actionable Insights: We work with you to identify the key data points that truly matter, helping you understand your audience on a deeper level. 

• Craft Compelling Narratives: Our PR expertise allows us to translate these insights into authentic and engaging stories that resonate with individual customer segments. Imagine PR campaigns highlighting the personalised care and attention your passengers or guests receive, showcasing the “human touch” behind the data. 

• Targeted Social Media Engagement: We leverage social media platforms to deliver personalised content, offers, and experiences directly to your target audiences. Think tailored social media ads showcasing specific routes or cruise destinations to users who have expressed prior interest, or engaging content that speaks directly to their passions. 

• Build Meaningful Connections: Our integrated approach ensures that your personalised messaging is consistent across all touchpoints, fostering stronger relationships and brand loyalty. 

The Personalised Horizon

In the competitive landscapes of aviation and marine travel, standing out requires more than just destinations or services. It demands a genuine connection with your audience, built on understanding their individual needs and preferences. By embracing the power of data-driven personalisation, you can transform passenger journeys into truly memorable and rewarding experiences. 

Are you ready to chart a course towards deeper customer engagement and greater success through the power of personalisation? Let Brighter Directions be your trusted partner in navigating this exciting frontier. Contact us today to explore how our tailored PR and social media strategies can help you soar higher and sail smoother. 

The post The Power of Personalisation in the Passenger Journey appeared first on Brighter Directions.

Licensing rules

There are a lot of license-granting organisations out there, but most of the UK media publications are either managed by the NLA or CLA. According to the regulations set by these governing bodies, a business cannot share any part of articles or features without a license, or without written permission from an official officer of the publishing house. Failing to have either one of them could result in thousands of pounds in unexpected fines and licensing fees. 

Surprisingly, this also includes those snippets of articles that pop up automatically when you type in a URL on your LinkedIn page. Teaser images, headlines, or excerpts – anything that appears from the publisher’s owned-page to yours can and will leave you in breach of the law. But don’t be disheartened, there are some ways you could navigate this, without having to lose out!

How to share coverage without getting in trouble

• The very first thing you would do is check what licensing body manages the publication you’re trying to share coverage from. You can do this by checking if the publication is listed under a CLA or NLA title, or even consider emailing the journalist to double check. 

            –  CLA: https://www.cla.co.uk/checkpermissions 

            –  NLA: https://www.nlamediaaccess.com/title-search/ 

• If you do find the publication listed, fear not. You can still share the coverage, as much as you want, on your social media – as long as you’re rewording the content. Paid features or not, you cannot share anything directly from the feature. This includes screenshots of the article, headlines, excerpts, and even titles. 
• You can share the URL everywhere on your social media, BUT you’ll need to share it as a simple link. The auto-generated snippet you see popping up every time you paste a link on your LinkedIn? That will need to be deleted before you hit share. 
• Even though you can’t share images directly from the article, you can share images of your own that are still plenty relevant.  
• Reword the content. Summarise the article in your own words, tell people why they should read it and find value, and paste the URL for them to dive right in. Make sure to tag the publication in the post, even go the extra mile and thank the journalist who made it happen. This increases your chances of getting some re-posts, as well as buying you some brownie points for future pieces. 
• Share, re-share, and then share it a couple of times more. Make the best of the re-worded content and make sure to include the links of your hard-earned coverage across all of your communication channels. The news page on your website, your newsletters, and even your staff and associates’ social media channels are good places to boost your coverage. 
• Feature their logos. While publications’ logos are also copyrighted by the NLA, it’s not uncommon to use them under an ‘as featured in’ section on your website. 
• A simple and easy solution, work with publications that do not mandate an NLA or CLA license. Check back on the list and see if your relevant publications are covered by them, reach out to them if not! 
• The last, but by no means the least, good option would be to get the license. If you’re a business projecting lots of PR coverage in the coming years, it’s worth investing in an official license. There are different options too, like the long-term kind or the single-use license that gives you distribution copyrights for that specific article you have secured. 

Media licensing may seem like a minefield, but rest assured, it is one that can be navigated with ease once you know how, without losing out on maximising its benefits. If you have any questions or want to find out more about this, get in touch for a free consultation! 

The post Breaking down PR legalese: Your guide to NLA and CLA licensing appeared first on Brighter Directions.

In modern journalism interaction is key, articles which can spread on social platforms is worth more in this digital-first era.

If you lack a strong enough hook in your product or service, at least in the initial stages, try approaching editors with comments or thought-leadership ideas. Fresh outlooks within your industry which goes against the norm to get people talking about you and your business.

Be aware though that the line between provoking a conversation and causing offense can sometimes be thin and the last thing that we want is to upset readers or editors.

Know where to start

Unless you are delivering a truly revolutionary product reaching out to national media is unlikely to bring results except if you have personal contacts.

Instead, work up through the ranks. Reaching out to local and regional media to build a solid base of coverage which larger media outlets can see during their research into your business.

A smaller, more refined list of targets will be easier to pitch than a wider scattergun approach.

First however you need to create your pitch for editors. There are a few things to keep in mind here. Once you know who you want to reach out to, check:

1. Do they have specific guidelines for pitching or editorial approaches?
2. Who is the best person to reach out to? The overall editor is often not your top option.
3. Are there any specific points of information they want from you? Some editors like to receive images, others just want text to begin with.
4. Is your product or service relevant to their audience?

Once you are happy that what you have to offer is worthwhile it is time to pitch.

How to pitch?

Each journalist wants slightly different things. With job cuts and smaller teams most editors and reporters will have an inbox overflowing with pitches, many of which will never be opened.

Which makes your subject line vital to grabbing attention.

Distil the essence of your product, service, comment, or business down to its most basic form in a way that would make someone want to open and see more.

Due to the low chances of being seen first-hand, following up on your pitching is also imperative to getting in front of the right person.

We suggest following up four to five days after the initial pitch, and a final chase a week after this. Constant follow-ups every day could end up with you being blacklisted.

PR campaigns can be tough, time-consuming, but ultimately rewarding when successful.

If you need help with your own PR marketing activities the expert team at Brighter Directions can help with any PR, social media, email marketing, or general enquiries. Get in touch today at hello@brighterdirections.co.uk or call us on 01246 586 330.

The post Secrets to a successful PR campaign appeared first on Brighter Directions.

Today, marketing professionals must straddle a line between social media, advertising in print or digital, creating topical and engaging press releases, maintaining close working relationships with editors, writing charming copy, adhering to marketing budgets, coping with crisis management… the list goes on.

What if we focus only on traditional PR channels?

Traditional PR in a nutshell

We just listed every aspect of a modern marketer’s role, so if we distil this back down to the core of traditional PR what is left?

Before the explosion of digital media there was print. Today many PR professionals seek clicks and engagement online but print media still exists, with many now sharing newsrooms with an online edition making any secured coverage here worth twice as much as digital alone.

Reputable titles such as The Guardian and The Times still see a circulation of hundreds of thousands of copies and can be key targets for media coverage. Tabloid titles such as The Sun maintain a circulation of close to a million copies.

These figures have declined significantly in recent years but when taking into account for the shared coverage online too their appeal remains strong. The Guardian alone sees hundreds of millions of visitors each month.

So, what are the traditional methods of PR?

Step one, the press release. For a business looking to promote their latest product or service, big-wig hire or acquisition the press release remains a go-to form of communication.

When creating a release it is vital to have a target in mind, particularly if crossing mediums and industries. Consider who you would offer exclusivity to, if anyone, and reach out to them first before circulating wider or self-publishing on your website. Editors will often edit a release if they are interested in covering your news so try not to become too attached to your work.

Option two, media relations.

Maintaining a close relationship with editors and reporters is the sure-fire way to get eyes on your news. It is a two-way give/take situation. If you can provide interesting news or features for an editor’s readers, they can provide the audience you are seeking.

Traditionally these relationships would grow from in-person meetings, conferences, phone calls. Now, this aspect of PR remains of importance but has evolved. It is possible to reach thousands of reporters instantly via social media, engaging with their posts and stories to build a rapport without ever actually speaking. Digital PR has not replaced good relationships, in fact it has made them easier.

Not only easier but more widespread. In addition to editors and reporters of newspapers and magazines we now also see value in working with ‘influencers’ and online bloggers who build their own community of followers often with more trust and closer ties than that of a newspaper reader to their title of choice.

National, regional, and local newspapers, print and digital, editors, reporters, influencers, bloggers. A mixture of professional, working relationships across this selection remains as important as ever.

Traditional marketing strategies remain viable

Outside of strictly PR, other longstanding marketing activities remain as prevalent and rewarding today as they always have.

Company newsletters, especially for larger businesses with a large database of recipients, is an easy way to spread news to an engaged audience who have chosen to subscribe to your mailing list.

Working with the local community, sponsoring events or fundraising for a good cause, appearing at tradeshows and business conferences to network. The modern marketing professional should not neglect any of these. Instead embrace how digital platforms have made each easier to handle.

Traditional PR strategies are as relevant today as they were for marketing figures in decades past. If you need a little help with your own outreach the team at Brighter Directions are happy to have a chat and see if we can assist.

Drop us an email at hello@brighterdirections.co.uk or call us today at 01246 586 330.

The post Using traditional PR to raise credibility appeared first on Brighter Directions.

Artificial intelligence

Integrating artificial intelligence in your PR strategy can help you create a story to your audience, alongside enhancing your role as a company. However, by generating an effective story for your audience, try not to create fake news. In 2019, it’s thought that AI usage will increase by 26% and consumer personalisation will increase by 29%. This improves SEO and helps find relevant content based on the searchers previous queries and pattern.

CSR

Corporate social responsibilities are prominent aspects of many businesses, this is expected to grow rapidly in 2019 with more brands and SMEs expected to build marketing plans inclusive of their social actions. External issues that could influence these CSR objectives include social, political and environmental elements. Examples of good CSR objectives would be; environmental efforts, philanthropy and ethical labour practices.

Earned media

The best type of media you can generate as a company is online likes and shares as it is an extremely cost effective way of marketing because, it’s free! Earned social media is the new and improved “word of mouth” public relations. When customers share positive feedback or comments online, or an influencer decides to share brand content, it can create an overall positive image for the brand. It is a beneficial way of creating customer trust through a third party.

This type of trust can be built through many different channels like social media, press releases and blogs.  In 2019 it is predicted that there will be a decrease in highly branded content and more authentic content will come to the forefront of PR strategies. This has already taken place with Google going back to basics and emphasising its natural, high-quality content. So 2019 will be the year to create natural, more authentic messages from the heart of your business.

Social listening

Social listening is the process of monitoring digital communication from customers to understand their view of the brand and using this feedback as a way to differentiate their/your product.  Social listening is a highly effective tool that can help control the narrative of your public relations and marketing. The brands that invest in this crucial strategy will be rewarded, responding in real-time to customer concerns or issues can help minimise the possibility of a PR crisis. Further engaging with the outside world on current events and news will ensure your brand stays relevant and will help create an authentic brand image by showing your unique perspective to the audience.

Trust in brands and their content

The place for traditional advertisements in marketing is still prominent; however, consumers are now more concerned about how relevant and valuable the advertisement is to them personally. If ads are not going to become more tailored to the consumer then content marketing, influencer marketing and referral partnerships will be the future’s most used methods in marketing. They are perceived to hold actual value to the consumer and are designed more directly for them rather than a ploy for mass attention.

New Year, new you doesn’t necessarily stop at personal traits, take the time this January to implement some of the coming year’s latest trends to remain one step ahead of the competition. For any assistance with your Marketing requirements, Brighter Directions are always on hand to provide outsourced services covering PR, Social Media, Content and more. Call our office today on 01246 586 330 to discuss your requirements.

The post New year, new strategy: Trends to look out for in 2019 appeared first on Brighter Directions.

Here are some of the ways you can stay current:

Social Media

It’s crucial to be on social media daily. Use it to stay connected with the top trendsetters within your industry. That way you’ll see when new trends appear. Customise your business’s feeds on Twitter, Facebook, and Instagram to easily scan relevant and trending topics. Follow the most influential movers and shakers, on Twitter, in your industry and track what they are talking about in real time. Use Facebook and LinkedIn groups to exchange tips and ask questions of experts about emerging trends and best practices.

Subscriptions

Subscribing to popular mainstream business publications, trade journals or consumer magazines, that cover the latest business or consumer news is still one of the best ways to stay in the know about specific industry issues. It is good practice to schedule regular time in your week to go through the publications, both online and offline, so you can refer to them while you’re on the go.

Networking

Networking is one of the easiest ways to keep up-to-date with what’s happening in your industry which allows you to explore how others are addressing challenges and coming up with new ways to serve their clients. The face time you get from networking is also beneficial to your business and a great way to make new business relationships.

Competitors

Competitors are going to see the same emerging trends and opportunities as you do. It is worth checking up on what they are doing to determine what ideas they’ve followed. Being the first one to try out a new trend isn’t always useful. By observing your competitors, you can then decide which methods will work best for you based on their success—or failure.

Don’t be the last person in the know, devote a small amount of your time to understand the emerging trends in your industry and stay on top. That way you can maximise your PR coverage, target and plan your marketing campaigns more effectively and gain more exposure. Proving your business is up to date and relevant!

We have also shared out best insights on how PR is important for your business, click the link to have a read and digest some useful information https://www.brighterdirections.co.uk/2018/09/04/why-public-relations-is-important-for-your-business/

If you remain unsure about how to implement your PR strategy, or would just like additional information, please contact Brighter Directions on 01246 586330, or at danielle@brighterdirections.co.uk.

The post How to keep up with the latest trends to increase PR opportunities appeared first on Brighter Directions.

Well, the answer is that it has the potential to drastically change the fortunes of your business, and also the way others view your organisation.

In the real world, PR can be extremely expensive depending on how and when it is used. This is because it is time-consuming, and involves a long labour-intensive process.

Despite the previous paragraph being of a rather downbeat nature, don’t be fooled, because PR will reward your investment, and hard work in the long-run, by providing your business with the best achievable return, for its marketing budget.

With many placing PR in the same basket as marketing, PR is arguably the least understood of all marketing tools. The main objective of PR is to use intermediaries to communicate with your audience and influence them. The said intermediaries will most likely include industry spokespersons, stock analysts, investors, trend setters, industry analysts, customers, employees, and even the electronic and print media. More than likely, your company will have very little power over those influencers, or intermediaries, which will result in the public relations side of your business being problematic.

On the flip side of this, advertising is able to provide you with that control because it lets you create your company’s messages, pair them with a supporting graphic, and then place them where you wish your audience to view them and as you intend for them to view them.

To get people to take notice of your business, you must convince many important influencers that the service or product you are selling is worth considering. This includes having a complete plan in place, as people don’t have time to waste weighing up incomplete ideas.

The main points to tick off when coming up with a well-rounded plan will include: –

• Knowing your competition well.
• Knowing your chosen industry well.
• Knowing you your product/service can be most effectively utilised.
• Knowing your audience.
• Knowing your customer’s needs, and requirements.
• Understand why what you are communicating to your audience is of vital importance to them.

You may also have convinced yourself that everything is in place with regards to your advertising audience. But, this isn’t the case. As they are individuals on a database or spreadsheet, they will remain mainly anonymous to your business. As a result of this, the best way to communicate with them will be to see them as a circle that shares common interests, rather than attempting to reach out to them as a specific individual. Because of what it is, advertising focuses on mass communication.

PR also gives your business invaluable credibility, because it will operate through many well-respected intermediaries. An added bonus that these intermediaries provide, is that they target the intended audience, while also filtering out any irrelevant content. If these messages are then chosen to be communicated, they will gain credibility because of the intermediaries already established credibility.

A first-class public relations strategy will always involve laying down ongoing relationships with important intermediaries (which will then include their audience), while also understanding how your business may turn into an excellent data source for the influential. In order to get this relationship aligned correctly, it is essential that your company has provided the following:-

• An in-depth knowledge of the influencer’s needs.
• A quick response to the influencer’s requests.
• Instant accessibility to key executives within your organisation.
• Honestly being able to state your case.

Your PR communications with influencers doesn’t always need to be in relation to your business. By offering accessibility to your consumers in order for the influencer to study how they’re finding solutions using your company’s services, is an essential method of being able to offer more data. The influencer appreciates that you are not going to provide them with a disgruntled customer, but without your assistance, they very unlikely to be able to gain access. The influencer will also have the opportunity to contact your customer regarding your competitors and look at what they’re doing on a broader scale compared with your company.

As you can see, public relations is a very important part of your business, and if you are able to accomplish all, or at least most, of the above, it will help your organisation look more influential and imperative than it is in reality.

If you would like any assistance with PR & Media relations, don’t hesitate to contact us on 01246 586330!

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