Building a brand through PR

Building a brand through PR

The role of PR in helping to build a brand and sustain its market position is becoming an increasingly bigger part of the marketing and advertising mix.

Growing a brand is much more than just selling a product or delivering a service. It requires strategic marketing and communications efforts to facilitate a positive relationship with the brand’s target market, as well as other key stakeholders.

As consumers’ grow more fussy with their buying habits and subconsciously develop a spoilt for choice attitude, the emotional expectations of brands inherently increase for consumers. This is where PR becomes integral in connecting the two, shaping and moulding public perception. 

Brand personality

PR is instrumental in identifying the brand’s personality and key messages in order to develop a strategy that will empower the brand to connect emotionally with audiences. These can include harnessing influencers, securing journalists and bloggers as supporters, as well as consumers and employees. The ultimate goal of PR is to increase brand awareness, promote brand development and position the brand’s spokespersons as thought leaders or pioneers. Not forgetting it’s role in managing the brand’s reputation.

Building audiences

Ultimately PR has the means to reach target audiences and unlock new ones. Building awareness for a brand through word of mouth channels and ‘earned media’ is achieved across traditional and new media channels and platforms. PR enables a brand to connect with audiences by effectively telling the story behind the company, brand or product.

Brand growth

Thinking about engaging PR as part of the brand’s growth strategy? It’s important to remember that while PR can generate a measured increase in publicity and brand awareness, the success of a good PR strategy is judged by whether it assists the company in meeting its business objectives. Whether that’s about diversifying the brand’s audience, making an impact overseas or competing in a particular market.

At FR, we’ve had the privilege to launch diverse brands from eco-friendly mother and baby brand, Kit & Kin, to global film streaming service FilmStruck Curzon – each with their own story to tell. Check out some of our case studies to see how we’ve helped brands to reach their audiences and create an impact in their industry.

By Anoushka Awad, Account Director, Franklin Rae

What do you need to know about brand licensing?

What do you need to know about brand licensing?

Brand licensing often goes hand in hand with great entertainment IP. So, what do you need to know about this fast paced industry? Award winning licensing agent Caroline Mickler offers her expert insights in our latest ‘Connections’ blog.

 

The landscape in which kids entertainment and the parallel world of brand licensing sits is changing rapidly. The changes are not only happening where children are searching for and viewing content, but also in the way they look for merchandise associated with their favourite characters.

The retail space is also evolving at a rapid pace. While the traditional bricks and mortar stores are still dominant, online spend is ever increasing. Competing for space in the traditional retail store is becoming harder for small or new kids entertainment brands as shelves are often dominated by large production companies’ merchandise. Online retail becomes an important player for the smaller companies to gain ‘space’ for consumers to find their brands.

Creating theatre

As online spend grows, high street stores need to create a reason for people to bring their children into stores. Companies like The Entertainer and LEGO are good examples of how retailers are adapting to this by creating a sense of theatre. When you enter the Leicester Square LEGO store in London, it is not the boxes of the latest LEGO that draws you in, but rather the chance to take your photo in the life size LEGO underground carriage or play at the ‘Pick and Build’ wall. Major toy retailer, The Entertainer, regularly has toy demonstrations and character visits to their stores to keep customers coming back.

Keeping up with the trends

It is not only in-store theatre that is important, but also being quick enough to recognise the latest trend such as fidget spinners or slime. These can be successful married up with your IP. Understanding where kids are consuming content or finding the latest trends is now vital for the children’s licensing industry and moving on with these trends as quickly as the kids do is also a necessity.

Digital consumption

While linear TV is still an important player in brand building and awareness for entertainment properties, the way the children are consuming these shows is moving more toward SVOD, and user generated content across a multitude of platforms. The rise of ‘kid influencers’ on YouTube creating ‘unboxing’ content of new crazes and toys is on the increase. Social platforms are not only generating the rise of the kid influencer but also the rise of user generated content. Children are able to snap, video and create their own content on platforms such as PopJam, SnapChat and Musical.ly, creating a whole wave of content that traditional kids entertainment properties are also now competing with for ‘eye balls’ and engagement.

Personalisation

One way retailers and the licensing industry have been able to become part of this fast-paced kids entertainment space is through personalisation. Examples include companies such as LEGO creating the in-store ‘Mosiac Maker’, or Evode group working with toy retailer, The Entertainer to create personalised branded products online and delivered to the store for collection. Online, the children’s digital brand, Bebods give kids the chance to create their own character and share their world via the PopJam platform.

The future is certainly up for grabs by the agile in the industry.

Caroline Mickler is an award winning licensing agent at Caroline Mickler Ltd

The Press Room: Andy Fry, Freelance

This month, we speak to veteran TV journalist Andy Fry ahead of MIPTV to hear what everyone’s talking about in the build up to market.

What are you writing about at the moment?

At the moment I’m mainly writing about subjects related to MIPTV in Cannes. But, being freelance means I have to spread my net quite widely so I’ve also been doing stuff in areas like travel, sponsorship and sports marketing. There’s much more of a sense these days that you need to be writing reports, moderating, consulting and so on to make a living.

What are the headlines everyone’s talking about at the moment?

The issue of female representation on screen is a big story right now. There’s lots of interesting looking dramas that have strong female characters, though still some work to be done with getting women into writing and directing roles. Drama, as always, is also a big talking point – especially with the launch of the new Cannes Series event which will showcase great non-English drama from around the world. Broadcast has also got me doing an interesting piece about entertainment programming based on a round table discussion – definitely a feeling there that drama is being paid too much attention by the trade media and critics.

What is your biggest frustration as a journalist?

The two extremes; 1) organisations that don’t engage at all because they don’t think they need the media. Generally in my experience that leads to problems for them in the long run. 2) Organisations that micromanage the process – questions up front, lots of PR execs involved, requests to see copy, questions about who else is being interviewed. It takes forever and makes you dread dealing with them again in future. But, don’t get me wrong good PRs are amazingly useful.

What are you watching at the moment?

Save Me on Sky, which is really good. I love Lennie James and hope he goes on to win some awards. I’m juggling it with Born To Kill (C4 drama last year) and just finished Peaky Blinders series 4, which was brilliantly back on form after a slightly wayward series 3. Jack Thorne’s Kiri was thought-provoking and for a lighter mood I am watching The Durrells with my wife, which immediately gets me looking at travel websites. I occasionally get sucked into First Dates by my wife and daughters. My son and I tore through the exceptional Silicon Valley and are now bonding over Mr Robot.

Why we need more Wonder Women in UK drama

Why we need more Wonder Women in UK drama

With the world having just celebrated International Women’s Day, women are becoming more empowered than ever before to stand up for their rights and be heard. So, it is very timely that the role of female scriptwriters in the UK drama industry is currently in the spotlight.

Britain’s unique mix of commercial, private TV and public-service broadcasting has meant that the UK has become one of the world’s leading production hubs. But, despite the fact that Britain is producing some of the highest quality drama in the world, is there enough diversity amongst show-runners and writers?

 

Nurturing female talent

In an open letter to TV drama commissioners last month, over 70 female scriptwriters criticised the ‘‘glass ceiling’’ and claimed British drama is “overwhelmingly written by men”. If you look at the dramas currently or recently aired on British TV, it’s hard to argue against this. Of the 20 primetime dramas aired so far in 2018, just two – Heidi Thomas’ Call The Midwife and Kay Mellor’s ITV series Girlfriends – were written by women.

I am a real sucker for a good TV drama. The most gripping dramas are those that weave together multiple plot strands before smashing your expectations out of the park with twists and turns that you just haven’t seen coming. When the UK does drama well it is very hard to beat. Making quality TV is recognised internationally as a great British trait and the global appeal of our output is second only to the States. But we do need to nurture the female talent on our little island.

The exception not the rule

Most of the British dramas I’ve enjoyed in recent times have been written by men; Netflix’s The Crown (Peter Morgan), BBC’s Dr Foster (Mike Bartlett), BBC’s The Moorside (Neil McKay), ITV’s Broadchurch (Chris Chibnall), and Sky Atlantic’s current drama Save Me, written by and starring The Walking Dead’s Lennie James. Jed Mercurio’s Line of Duty is also a particular favourite of mine.

There are some notable exceptions. Last year’s BBC Three Girls, written by Nicole Taylor and based on the true stories of victims of sexual abuse in Rochdale, and Sally Wainwright’s excellent Happy Valley, which for me is without a doubt one of the best dramas ever shown on British TV. Yet, it is beyond question that this is a genre very much dominated by men.

Change is coming

Commissioners have suggested things will change in the future. Recently, ITV’s head of drama, Polly Hill, promised that four new dramas written by women would be revealed soon, and yesterday she announced the female-led drama Deep Water from leading producer Kudos and written by Anna Symons. BBC One’s Piers Wenger has also said that 40% of the dramas he has commissioned in the last year have been written by women. With so much talent out there, I’d like to see that glass ceiling come crashing down and shattering into pieces very soon. To quote the Spice Girls – it’s all about #Girlpower.

By Melanie Webb, Senior Account Director, Franklin Rae

The Press Room: John Elmes, C21

The Press Room: John Elmes, C21

This month, we’re turning the press spotlight on John Elmes, Senior Reporter at C21Media to hear more about what’s making waves in the TV industry.

 

What are you writing about at the moment?

“I’m in the middle of writing some pieces on the technological developments which may (or may not) revolutionise the TV industry. VR and AR are a significant part of this conversation, so if you have insight into either, drop me a line.”

What are the headlines everyone’s talking about at the moment?

“It seems like the whole TV world has been writing about ‘consolidation’ in recent months, thanks to the Disney-21st Century Fox deal at the end of 2017 and the Viacom-CBS talks this year. Elsewhere, column inches tend to be filled by the latest movement in the digital players’ arms race to be the global superpower – which, ironically, tends to lead to stories about consolidation. Who of the FAANGs is going to be top of the pile, and who will be left behind are the questions on a lot of people’s lips.”

What is your biggest frustration as a journalist?

“It depends on the audience I guess! Most of my frustrations stem from being scooped or not being able to stand a story up. Thankfully I work with a great bunch internally and externally, which means these irritations are few and far between. People not getting back to me with journalistic requests is another bugbear, but I’m guilty of that, so am painfully aware of my own hypocrisy…”What are you watching at the moment?

What are you watching at the moment?

“I’m just about to delve into season 2 of Marcella on ITV. I caught season 1 on catch-up and it was brilliant, so am planning to watch the second run linearly. Elsewhere, Mindhunter, Suburra – La Serie and Fargo have been compulsive viewing on Netflix. I’m also eagerly awaiting the documentary series Flint Town on Netflix too. It drops on March 2nd, so not long to go now.”

Content, communication & connections

Content, communication & connections

It’s not every day you make the decision to return to a job you left more than four years ago but that’s exactly what I did, returning to Franklin Rae at the tail end of last year. So why did I come back? Well, that’s an easy one.

Content

Franklin Rae has a long legacy in working with media and entertainment companies, helping them to communicate their messages to the industry as well as promoting their content to consumer audiences.  Working with creative companies has always been something I’ve loved and getting to do it at an agency with such a unique offering was an opportunity I couldn’t pass up.

Communication

The team here at Franklin Rae have such a wide range of experience, they all bring something unique to the table. Whether it’s a heritage in working with brands and/or producers, a passion for factual programming, a somewhat unnerving love of Rob Brydon, experience working in-house for distributors, a history of working for the trade press, or a love of all things TOWIE, everyone brings something to the company which helps to build our effectiveness and deliver for our clients.

Connections

Not only does Franklin Rae pride itself on its communication strategies, it also looks to bring added value to clients in a range of different ways. Connecting people is an important part of trying to bring that added value and as you can see from this month’s newsletter we’ve spent the past few weeks working with Edge Investments, setting up opportunities for production companies/content producers to meet with a VC and hear all about what they are looking for and how to be investment ready. Our feedback showed that those who attended found the event really useful and that’s what’s important to us.

Our plan for 2018 is to continue working with creative companies, connecting those in our network and adding value wherever we can. If Rob Brydon also wanted to stop by that would be a bonus.

By Leigh Turnbull, Managing Director, Franklin Rae