Standing out from the crowd
30th April 2018
Joe Cross writes...
Making a press release stand out from the crowd is one of the ultimate aims for any PR professional.
Gaining coverage in the national media is often regarded as the pièce de résistance. The reasoning behind this is simple…it’s difficult. Additionally, it demonstrates that you’ve written a good story. Selling in your release or idea to the UK’s best-known newspapers is a challenge, but there are measures you can take to increase the likelihood of your story making it through the noise.
In many cases journalists, writing for print or online, will already know what stories they are running with very early in the day, so your window of opportunity is short. Journalists are incredibly busy people, but they do want to hear from you if you’ve got a good story. They can appear blunt and a little formidable over the phone but if your story is strong they will listen.
From my own experience I have identified a few little insights into what works and what doesn’t. Preparing a script to have in front of you when pitching your release is crucial. You’re not going to get long so make sure your points are clear, catchy and reflect the most exciting or interesting parts of your story. It also helps to have your notes written in a more colloquial style, so you don’t end up sounding like a robot. Finally, forget pleasantries, go straight in with your story idea, telling the journalist you’ve got a piece which may be of interest to them. It’s not rude, it’s efficient and journalists appreciate this, they don’t want you asking how their day is going!
It is integral to build relationships with journalists first, and this can take time. Journalists receive countless emails and phone calls on a daily basis, so in many cases you’ll need to go that extra mile in order to develop a rapport with them. Understanding what each journalist specialises in is key so make sure you’ve done your research on them, their recent articles and their areas of interest.
The importance of a good photo can also not be underestimated. It’s an opportunity to grab the journalist’s attention and really sell your story through an image. Infographics are becoming increasingly popular as well, suitable for print and online and a great way of presenting facts and figures in a very simple and attractive way. Another important thing to remember is that your correspondence with a journalist doesn’t have to be about a news story. Editorial and thought leadership pieces are also welcome and if you want to set up an interview for a client or invite a journalist along to a media event, that is perfectly acceptable.
To take advantage of this level of experience and expertise from the Genesis team, please drop us a line.
Why Your Website Needs HTTPS (And Why It Needs It Now)My week at Genesis PR Breaking out of your social media bubbles
Hello. Welcome to Genesis.
As an award-winning PR agency in Ipswich, Suffolk, we offer a full range of services to promote awareness of your brands. Our expertise takes in everything from PR, reputation and media relations to social and digital channels, SEO and press office services.
PR, Social and Digital
We start by understanding your goals
Digital and social media have changed the media landscape completely and our expertise includes traditional PR techniques, which are still very relevant today, as well as the new opportunities of social media marketing.
Our approach is to develop the PR strategy and tactics which directly support our clients’ aims and objectives. We begin by understanding what it is they want to achieve and immerse ourselves in their business and markets before combining the right channels and platforms in the PR plan.
To prove our effectiveness and to further develop and enhance campaigns, we provide month by month reporting and analysis, evaluating campaigns and providing the return on investment on which our strong client partnerships are based.
Insightful and strategic, we take time to understand what makes our clients tick before devising the right PR strategies, campaigns and programmes which support their goals.
Our approach embeds sound advice and workable strategies with creative ideas and pragmatic delivery. All from a highly professional PR team.
Proactive, news savvy and timely, we know how to make a good story, whatever the target media. We identify the news angles, generate the right content and create the coverage which forms the foundation of great PR.As well as national, trade and specialist media (print and digital) we are also PR specialists in delivering UK-wide coverage into local and regional media titles.
Social, digital and SEO
We integrate creative social and digital PR with strategic SEO to maximise our clients' online visibility and audience engagement. Our expertise is in creating the content and using social and digital channels to spark interactions and conversations which sustain interest and help build relationships and brand reputation.
Our social and digital campaigns can be standalone or integrated with traditional PR and press office activities.
We build reputations by increasing our clients’ visibility and their share of voice in their market, increasing earned media mentions online and offline.
Our thought leadership PR focuses on building our clients’ credibility as authoritative spokespersons on the subjects which matter most. We make it our business to understand the topics and trends which are the talking points and use our expertise to make our clients the ‘go-to’ source for comment.
Press office management
The Genesis press office service supports each client with a highly efficient and responsive operation with agreed protocols for each client’s media enquiry management.
As well as reactive handling of media calls we are always proactive in identifying additional opportunities which arise daily from the breaking news agenda.
Influencing your stakeholders’ perception is at the core of good reputation management. We help our clients to analyse stakeholders, manage relationships and engage with the right people in the most effective way, influencing opinions and creating positive brand image.
Public affairsWe make it our business to understand the changing face of local and national politics and how this affects our clients. We advise on, create and implement public affairs programmes which influence political agendas, build positive relations and change hearts and minds. Our public affairs expertise is at every level.
Reputation ManagementWe closely monitor and analyse how clients are perceived through the media and advise on the strategies and plans to address reputational issues. Our expertise includes managing negative and sensitive issues and creating positive PR to help repair client reputations where trust has been lost.
Event ManagementOur event management expertise includes large scale (350+ people) conferences, corporate events and awards ceremonies. We deliver the end-to-end solution from event creative and planning to speakers, stage management and speech writing. Our PR for clients also frequently includes smaller scale customer events including (for the healthcare sector) patient engagement events.
Crisis managementIf things go wrong for our clients, we provide the PR advice and expertise to help them navigate their way through the issue and minimise reputational damage. Our crisis management service offers a strategic approach based on a tested framework of procedures, templates and training.
SEO Specialist ServiceWith our experience and expertise in PR and social media marketing we are best placed to create the digital content which will maximise links, gain brand exposure and drive traffic to your website. We work with our SEO specialists to deliver strategies for our clients that achieve sustainable ‘page 1’ search engine rankings.
Creative and designOur print and online graphic design studio is part of our full agency marketing and public relations service. We offer creative communications solutions that deliver impact and cut-through, from brand design, websites and brochureware to magazines and corporate reports, blending impactful copy writing with stunning design to deliver excellent results.
We go beyond the expected to get our clients into the news
Our business-to-business team provides expert corporate public relations, helping private and public sector organisations to reach and engage with business audiences or influence debate amongst opinion formers and key influencers.
We provide a PR agency service which goes beyond the expected to get our clients into the news, creating the media exposure to build brand awareness and reputation, as well as drive enquires and sales. We are highly effective in distilling complex issues into compelling PR strategies which achieve the desired outcomes.
For clients with a UK-wide network, or representation in specific regions, we have particular expertise in creating and delivering PR campaigns to engage local business audiences and raise awareness through targeted regional media relations.
Sector experience includes:
Grant Thornton is the UK’s fifth largest accountancy firm and we deliver PR for them across the East of England and East Midlands. Our campaigns to maximise PR for their ‘Limited’ initiatives generated extensive broadcast and business press coverage which has positioned Grant Thornton as an authority on their target mid-sized business segment. New client wins and new quality prospects with good probability of conversion are achieved.
“Genesis PR works hard to squeeze every last drop of PR out of each of our Limited initiatives, ensuring we gain maximum possible coverage to help reinforce our market position as the region’s leading advisory firm. Their work has raised the profile of the events to unparalleled levels providing an invaluable boost to our business development.”
OFTEC is the UK’s trade body and authoritative voice for the oil heating industry. The PR campaigns we created in 2013/14 promoted the OFTEC name and what it stands for, and pre-empted the Government’s green announcements with hard-hitting, factual counter-arguments for national media. Our constant source of authoritative news stories, opinion pieces and comment is targeted to relevant trade and consumer media.
“Genesis’ work and outputs have undoubtedly contributed to some key business objectives. Their extensive coverage in regional media has directly supported an uplift of new boiler sales of nearly 10% year-on-year, while their actions in national media, we believe, has gone a long way towards neutralising publicity on new Government schemes which pose a significant threat to our industry.”
We created a set of activities for 220 local Regus business centres to promote the Regus network and build the reputation of Regus centres as the flexible workplace which frees businesses to work more effectively. As well as gaining substantial media coverage, the activities brought in fresh footfall and helped create and build relationships with other businesses and organisations in their local areas.
“Genesis PR came to us with the concept of using community activities as a way of raising the profile of our 220 UK business centres in local media. They delivered three timely and highly effective campaigns which directly contributed to heightening the awareness of the Regus brand and our network, as well as delivering fresh footfall into our centres with, no doubt, many new customer sign-ups. The team worked highly proactively and tirelessly to ensure these campaigns were a success.”
UK and EMEA PR and
Creative ideas and strategies which work
We help businesses, community interest companies, charities and public sector organisations to engage with consumer audiences. We help clients to connect, inform and engage with their customers and deliver campaigns UK-wide as well as to specific regions or audiences.
Sector experience includes:
We worked directly with 40 Ford car dealerships to build their profile and reputation in their local markets. This PR won the ‘Best Automotive Campaign’ at the 2012 CIPR Excellence Awards. The strategy involved a group-wide CSR programme of activities that created news stories that could be replicated easily across all dealerships to generate widespread local coverage. In 12 months we generated 1,161 items of local/regional media with 46.6 million Opportunities to See. 98% of coverage included at least two key messages.
“Genesis PR works very proactively to gain significant positive media exposure. We are impressed with how they instigate PR activities which directly contribute to our strategic objectives.”
(ex) Chairman & CEO,
We created and implemented the stakeholder engagement and communications strategy for the launch of NEEDS, a new NHS integrated diabetes service in North East Essex. This effectively built awareness and understanding of the new service and engaged patients to directly help shape the final service delivery plan. Tactics involved face-to-face patient engagement, the leveraging of partners and stakeholders, support for patient forums and the use of social media as part of an integrated PR and marketing plan.
“Genesis PR took the NEEDS service from early concept stage to successful launch in a highly cost effective way. Their excellent feedback and evaluation report is being used to demonstrate how we listened and acted on the ideas of patients.”
Chief Executive, Suffolk GP
Commissioned by Suffolk County Council, Live Well Suffolk is the county-wide healthy lifestyles service aimed at reducing smoking prevalence and obesity across the county’s population. A programme of integrated campaigns has included ‘Where’s the sugar monster?’ which engaged 5-11 year-olds and their parents by targeting primary schools. The campaign raised awareness of the hidden dangers of sugar and generated 105 enquiries to Live Well Suffolk’s child weight management service as well as 15 press and radio items.
“Genesis has supported us fantastically. They provide top class support in developing and managing branding, websites, marketing and PR campaigns.”
Flexible, responsive and dependable
Genesis PR provides a PR and marketing service that is strategic and hands-on; passionate, dedicated and always committed to delivering the best we can by going the extra mile.
Who we are
One of the top PR agencies in East Anglia, we are amongst the most dedicated and friendly PR companies you’ll meet.
Based near Ipswich in Suffolk we work with national and regional clients in corporate PR, business-to-business PR and consumer engagement. Our PR services are comprehensive and we have been recognised with numerous awards.
How we work
Our client relationships begin with us immersing ourselves in their business, goals, markets, customers and stakeholders.
We then work creatively to develop programmes and campaigns with ‘cut-through’ and which deliver the client’s desired outcomes. Our PR consultancy has a genuine desire to do the best for each client we work with. Being proactive, flexible and responsive, we work as an extension to in-house resource.
We’re always on the lookout for bright and enthusiastic people who have a nose for a good story and can rub along with a great team of like-minded individuals. If you think you’d make a great addition to the Genesis team then drop us a line with an introductory letter and your CV.
Please see the bottom of the page for our careers section to see what vacancies we have available.
Meet the team
Senior Account Manager
Senior Account Manager
Digital Account Manager
Senior Account Executive
Senior Account Executive
Digital Account Executive
Account Executive - Marketing
Join a great team!
At Genesis we create an environment where all of our team can flourish in their careers whilst making a valuable contribution to our business and our wider community.
Training and development is provided both on and off the job and we have created our own PR Induction programme for employees new to the industry. Our employee perks include free CIPR membership so everyone can make full use of the CPD and online training content which is available from our professional membership body.
Our team likes the fact that we actively support local charities. They also enjoy our bi-monthly team lunches at a local pub – on the company - and the nice bottle of wine on their birthday. To top it all everyone gets a bottle of champagne for each new client win!
Do we sound like an interesting and rewarding company to work for?
If so, please in the first instance apply with a personal letter of introduction and attach your up-to-date CV. Email: email@example.com
Current Positions -
Privacy & Cookies
Genesis PR Ltd. is committed to protecting your privacy and security. This policy explains how and why we use your personal data, to ensure you remain informed and in control of your information.
Where required, Genesis PR will ask people to “opt-in” for marketing communications. You will have the choice as to whether you want to receive marketing communications and be able to select how you want to receive them (i.e. email, phone or post).
You can decide not to receive communications or change how we contact you at any time. If you wish to do so, please contact firstname.lastname@example.org or telephone 01473 326400 (Mon – Fri 8am – 5pm).
The privacy and security of your data is guaranteed. We will never pass your personal data to anyone else, except for any successors in title to our business and suppliers that process data on our behalf both in the UK and abroad.
2. ABOUT US
Your personal data (i.e. any information which identifies you, or which can be identified as relating to you personally) will be collected and used by Genesis PR Ltd., a private limited company with company number 05090589.
Genesis PR Ltd. is based at Orwell Landing, The Strand, Ipswich, Suffolk, IP2 8NJ.
For the purposes of data protection law, Genesis PR Ltd. will be the controller.
3. WHAT INFORMATION WE COLLECT
Personal data you provide
Genesis PR Ltd. collects the details provided by you on registration together with information we learn about you from your use of our service and your visits to our web site. This may include:
- personal details (name, date of birth, email, address, telephone etc.)
- financial information (payment information such as bank details
- details of your interests and preferences
We may collect additional information in connection with your participation in any campaigns or promotions offered by us and information you provide when giving us feedback or completing forms. We also monitor customer traffic patterns and site use which enables us to improve the service we provide.
Information from third parties
We may collect information from social media where you have given us permission to do so, or if you post on one of our social media pages.
4. HOW WE USE INFORMATION
We only ever use your personal data with your consent, or where it is necessary in order to:
- enter into, or perform, a contract with you;
- comply with a legal duty;
- protect your vital interests;
- for our own (or a third party’s) lawful interests, provided your rights don’t override the these.
In any event, we’ll only use your information for the purpose or purposes it was collected for (or else for closely related purposes).
We use personal data to communicate with people, to provide and personalise our service and to promote Genesis PR Ltd. This includes keeping you up to date with our news, updates and services. For further information on this please see Section 6 (Marketing).
We will use your information to provide and personalise our service. We will also use your contact details to communicate with you. We may use your information to send you news about Genesis PR Ltd. services. We may contact you by post, email or telephone for these purposes.
If you do not want to receive commercial communications from us, please inform us at email@example.com.
Please note that there may be instances where it may be necessary for us to communicate with you, in any event, for administrative or operational reasons relating to our service.
We use personal data for administrative or operational purposes. This includes:
- maintaining databases of our clients;
- performing our obligations under contracts;
- helping us respect your choices and preferences (e.g. if you ask not to receive marketing material, we’ll keep a record of this).
5. DISCLOSING AND SHARING DATA
We will never sell your personal data.
Occasionally, where we partner with other organisations, we may also share information with them (for example, if you register to attend an event being jointly organised by us and another organisation). We will only share information when necessary and we will make sure to notify you first.
From 25 May 2018, Genesis PR Ltd. will ask people to “opt-in” for most communications. This includes all our marketing communications.
This means you’ll have the choice as to whether you want to receive these messages and be able to select how you want to receive them (post, phone, email).
You can decide not to receive communications or change how we contact you at any time. If you wish to do so please contact us by emailing firstname.lastname@example.org or telephoning 01473 326400 (8am – 5pm).
What does ‘marketing’ mean?
Marketing includes news and information about:
- our work;
- our events and activities;
- services and offers.
When you receive a communication, we may collect information about you, respond to or interact with that communication, and this may affect how we communicate with you in future.
7. HOW WE PROTECT DATA
We employ a variety of physical and technical measures to keep your data safe and to prevent unauthorised access to, or use or disclosure of your personal information.
Electronic data and databases are stored on secure computer systems and we control who has access to information (using both physical and electronic means). Our staff receive data protection training and we have a set of detailed data protection procedures which personnel are required to follow when handling personal data.
Where we store information
Genesis PR Ltd. is based in the UK and we store our data within the European Union. Some organisations which provide services to us may transfer personal data outside of the EEA, but we will only allow them to do if your data is adequately protected.
For example, some of our systems use Microsoft products. As a US company, it may be that using their products result in personal data being transferred to or accessible from the US. However, we will allow this as we are certain personal data will still be adequately protected (as Microsoft is certified under the USA’s Privacy Shield scheme).
How long we store information
We will only use and store information for so long as it is required for the purposes it was collected for. How long information will be stored for depends on the information in question and what it is being used for. For example, if you ask us not to send you marketing emails, we will stop storing your emails for marketing purposes (though we’ll keep a record of your preference not to be emailed).
We continually review what information we hold and delete what is no longer required. We never store payment card information.
9. KEEPING YOU IN CONTROL
We want to ensure you remain in control of your personal data. Part of this is making sure you understand your legal rights, which are as follows:
- the right to confirmation as to whether or not we have your personal data and, if we do, to obtain a copy of the personal information we hold (this is known as subject access request);
- the right to have your data erased (though this will not apply where it is necessary for us to continue to use the data for a lawful reason);
- the right to have inaccurate data rectified;
- the right to object to your data being used for marketing or profiling; and
- where technically feasible, you have the right to personal data you have provided to us which we process automatically on the basis of your consent or the performance of a contract. This information will be provided in a common electronic format.
Please keep in mind that there are exceptions to the rights above and, though we will always try to respond to your satisfaction, there may be situations where we are unable to do so.
If you would like further information on your rights or wish to exercise them, please refer to the Information Commissioner’s Office website at www.ico.org.uk.
You can complain to Genesis PR Ltd. directly by contacting us.
If you are not happy with our response, or you believe that your data protection or privacy rights have been infringed, you can complain to the Information Commissioner’s Office which regulates and enforces data protection law in the UK. Details of how to do this can be found at www.ico.org.uk
Cookies are small text files that are placed on your computer by websites that you visit. They are widely used in order to make websites work, or work more efficiently, as well as to provide information to the owners of the site.
The table below explains the cookies we use and why.
|Cookie name||Cookie provider||Expires after||Description of cookie|
|_utma||Google Analytics||2 years||This keeps track of the number of times a visitor has been to the site, when their first visit was, and when their last visit occurred.|
|_utmb||Google Analytics||30 minutes||This cookie helps calculate how long a visit takes by collecting a timestamp of the exact moment in time when a visitor enters the site.|
|_utmc||Google Analytics||End of session||This cookie helps calculate how long a visit takes by collecting a timestamp of the exact moment in time when a visitor leaves the site. It stays for 30 minutes for another pageview to happen, and if it doesn't, it expires.|
|_utmz||Google Analytics||End of session||This keeps track of where the visitor came from, what search engine was used, what link was clicked on, what keywords used, and where in the world the site was accessed from.|
Most web browsers allow some control of most cookies through the browser settings. To find out more about cookies, including how to see what cookies have been set and how to manage and delete them, visit www.allaboutcookies.org.
To opt out of being tracked by Google Analytics across all websites visit http://tools.google.com/dlpage/gaoptout.
Some of our current and previous clients:
(ex) Ford Retail
“Genesis PR squeezes every last drop of PR out of each opportunity, ensuring we gain maximum possible coverage to help reinforce our market position.”
“Genesis has taken the Social Worker of the Year Awards to new heights, securing the support of Ministers, recruiting corporate partners and winning new sponsors.”
Sanctuary Social Care
“Genesis PR took our service from early concept stage to successful launch in a highly cost effective way.”
Suffolk GP Federation
“Genesis had a direct positive impact on the way we engaged with our service users in a meaningful way, ensuring their voice was not only heard but acted upon.”
NE Essex Clinical
“We needed a local PR company with great contacts, an understanding of the local media landscape and a passion for our brand. We chose Genesis PR.”
“What impressed me was the very creative way Genesis PR generated opportunities which wouldn’t ordinarily have been there. The publicity met our objectives.”
Suffolk County Council
Please get in touch. We'd love the opportunity to discuss your PR requirements.
+44 (0)1473 326400
- Our Account Executive Jack Alderton explains why your website needs HTTPS (and why it needs it now!). Read his blogā¦ https://t.co/1txZyulyLd
- The @IpsRoundTable traditional festive fundraiser Rudolph Run supports Ipswich food bank FINDās Ā£100,000 new home pā¦ https://t.co/zb0wf8EQBQ
- We are delighted to welcome @RoseLing91 to the team @GenesisPRuk. Rose joins us as an account executive bringing wiā¦ https://t.co/U2ARfidbw9
- RT @SuffolkShow: The #SuffolkShow takes place every year during May half term & celebrates the best of food, farming & agriculture in the cā¦
- We were filming and interviewing volunteers at the FIND #Ipswich foodbank yesterday š¬ Watch this space for the newā¦ https://t.co/TTO7n2R351
- We know that #Suffolk is a fantastic place to live, work & visit, so it's great to see the tourist trade in our regā¦ https://t.co/CIoIwu4VQ4
- Great to support the team on another brilliant garden opening! āļøš»šæ#client https://t.co/csqamfciIN
- RT @SuffolkWire: Genesis PR shortlisted for six regional industry awards https://t.co/mdG07tGlSP @GenesisPRuk @CIPR_UK #PRideawards #PR #Maā¦
- We're delighted to be shortlisted for this year's regional @CIPR_Awards! Read more here šhttps://t.co/zYE1CGhhlGā¦ https://t.co/icOgRPW3xj
- Take a look at this latest study which reveals people check their phone once every 12 minutes during the day and 2ā¦ https://t.co/cH7t2e7l0c
Posted on: 14th Aug, 2018
Our Account Executive Jack Alderton explains why your website needs HTTPS (and why it needs it now!). Read his blog post here: https://bit.ly/2nBLOiU
Posted on: 13th Aug, 2018
The Ipswich Greyfriars Round Table traditional festive fundraiser, Rudolph Run, supports FINDās Ā£100,000 new home project. Visit the FIND website to read the full story: https://bit.ly/2vZkkYc
Posted on: 8th Aug, 2018
We know that #Suffolk is a fantastic place to live, work & visit, so it's great to see the tourist trade in our region at an all-time high! š
Posted on: 6th Aug, 2018
Posted on: 3rd Aug, 2018
We're delighted to be shortlisted in such a wide range of categories at this year's regional CIPR PRide Awards! Read more here š
Posted on: 2nd Aug, 2018
Take a look at this latest study which reveals people check their phone once every 12 minutes during the day and 2 out of 5 of us look at our device within 5 minutes of waking up! Are you addicted to your smartphone? https://www.bbc.co.uk/news/technology-45033302
Posted on: 1st Aug, 2018
Facebook and Instagram are releasing a new tool to limit how much time people spend on their apps. Which social network do you currently use the most?