Ge ne uis or l’eau de chris?

Weirdest title ever? I know! Bear with me though there is a method to the….madness?

As this is my first blog post I should probably start by saying a few things about myself, I am a final year Communication Management and Public Relations student, I am on my 5th year of university after doing a year in Leeds studying Event Management. Unfortunately, that didn’t quite work out for me, so here I am 5 years on from leaving school, in Jordanstown approaching my last 9 months of university, oh also I am obsessed with my dog and love, love, love, Love Island!

Now I don’t exactly love, love, love Love Island, I could definitely still live without it but it leads me onto what this blog post is actually about.

It’s the 9th October 2017 and Chris Hughes, a contestant from summer ’17 series of Love Island has just released he will be partnering up with Topman, one of the UKs biggest high street retailers for men (and women, great for an oversized hoodie ladies!) to sell bottled water named L‘Eau de Chris, infused with his own tears. Instagram, Twitter, Facebook any social media platform you can think of went into melt down.

Now, if you haven’t heard or have no interest in the Love Island frenzy, Chris was known on the show for shedding a tear here and there, and rightly so, everyone has there moments, right? Everybody hopped on the band wagon “oh this is just another way for them to make money” “absolutely ridiculous, selling your own tears, you should be ashamed of yourself” to state but a few of the harsh tweets- I have inserted a few below to have a chuckle at when this was released, allowing a good 16 hours to pass of mixed reviews of his new business partnership, receiving praise from some and not so much praise from others. Over these 16 hours Chris allowed his followers to drop and rise, twitter to go crazy and Instagram to be bombarded with horrible comments, all whilst knowing the real reason behind his new “business venture”.

  

  

The plot thickens, Topman was not Chris Hughes newest venture, CALM- Campaign Against Living Miserably, a leading UK based charity to help against male suicide was.

This new campaign was in fact in aid of increasing awareness of male suicide, smart, eh?

Chris Hughes is now in fact one of the newest ambassadors for CALM and face of their campaign #dontbottleitup, this all came from his courage and openness whilst being featured on the show, as I said *or typed* before, everybody has their down moments so why keep it in, male or female? Chris Hughes has openly spoke about his problems with anxiety and how talking about problems and speaking openly has really helped him.

Chris stated in his interview with CALM “it’s like halving the problem straight away when you talk with someone about it” and that I completely agree with and commend him for how open he is, obviously I am a girl but by being around my brother, dad and boyfriend I know how hard it can be for men to show emotion or open up. There is that stigma now that men need to be ‘masculine’ and women are the ‘emotional’ ones but I completely dis agree and this is exactly why I think this PR campaign is one of the best social media has seen. Any suicide, male or female is absolutely horrendous and soul destroying, so campaigns like these are what is needed in this generation to get people talking, talking about their problems and opening up.

Okay, to the title, ‘Genius or Ludacris’ get it now?

The name behind the bottled water in the first place means Ludacris i.e. its Ludacris to feel like you should bottle it up, this was all very fitting as it was also World Mental Health Day, the day the initial campaign/prank was released.  After it the cat was out of the bag, opinions completely changed and so did the general public’s view on Chris Hughes, very quickly.

This whole campaign and PR stunt helped to spread the hashtag around not just the UK but around the world and really, I think that is the perfect venture for someone with his following and platform to go towards. Don’t get me wrong I can’t help but have ‘FOMO’ (fear of missing out), when I miss just one episode, I can’t be the only one to admit to that? But usually end up hating them all once they come out and take over my Instagram and twitter with their horrendous teeth whitening discount codes or new merch, but this changed my perception on Chris completely….and hopefully will change yours too!

Sarah Heath is a final year BSc in Communications Management and Public Relations student at Ulster University. She can be found on Twitter: @sarahmeganheath,  Instagram @sarahmeganjane, LinkedIn: https://www.linkedin.com/in/sarah-heath-375053a6/

 

Under the Influence

When it comes to modern day businesses, Digital marketing is leaps and bounds ahead of all other forms of advertising. It’s expensive – companies are spending up to 1.5bn on Instagram alone – but its effectiveness means that big businesses have no hesitation in investing time, money and effort into it.

So where’s all that money going? The answer is that a lot of it is going straight into the pockets of influencers*. Influencers who are affecting our buying decisions everyday, without us evening realizing it.

*In case you’ve been living under a rock influencers can be described as “a user on social media who has established credibility in a specific industry. A social media influencer has access to a large audience and can persuade others by virtue of their authenticity and reach.”

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Basically, influencers are everyday people like you and me. They don’t have to be celebrities (although they’re often classed as one) and they don’t need to have a discernable talent or passion. Most of them just need a good iPhone camera and a cool looking selfie backdrop.

Do I sound bitter? Let’s move on.

Brands will send free PR packages to these ‘instagramers’ with as little as 5k followers in exchange for a ad post & a promo code to share with their friends, in the hope that their influence will result in more people buying their products. Gaining immense internet popularity allows an influencer to shape and impact their audience’s opinions on matters through blog posts, videos, pictures, tweets, and so on.

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And it works. In a recent report, 72% of millennials admitted to buying their fashion and beauty products based on the instagram posts of their favourite influencers. I mean, Jeffrey Star said this lipstick is amazing. So it has to be… right?

This is perhaps surprising, given that millennials often display a mistrust of those around them, be it previous generations, politicians, or people higher up in society. So why does a generation who claim to have so many trust issues have so much trust in the people they view on social media?

Well…because Millennials LOVE validation.

71% of people are more likely to make a purchase if they get a recommendation or validation from their peers or their favorite blogger. No matter how good a product may appear or claim to be, how can we be so sure? For me personally, buying a product is never simply a “add to basket” task anymore. When I spot that new eyeshadow palette I really want (but really don’t need) you can bet I’ll be looking up reviews on YouTube before buying it. Like yeah, I really want this – but what did Jordan Lipscombe think of it?

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Validation from our peers is just the same. Think of all the time’s you’ll do a catwalk for your besties of the 13 different outfits you’ve tried on and hated before having a breakdown and claiming to have NOTHING TO WEAR and are no longer going out. Despite your bed and bedroom floor being covered in more than enough clothes. But that’s part of the Scratch Monday routine really.

“People influence people. Nothing influences people more than a recommendation from a trusted friend. A trusted referral influences people more than the best broadcast message. A trusted referral is the Holy Grail of advertising”.

– Mark Zuckerberg, Facebook CEO and possible extraterrestrial who ironically talks about trusting people –

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Style envy

“Industry influencers in niches such as fashion and beauty hold a lot of sway over this consumer group,” Molz said. “They start trends, determine what’s cool and desirable, and curate the must-have items as fashion magazines used to do.”

In the noughties the public would have determined what they would have worn at the weekend by what the celebrities were wearing in the ‘style steal’ section of Closer, or copied that dress Angelina Jolie was wearing in the red carpet photo they seen in OK. This is no longer the case as instead of reading a magazine on the bus or whilst waiting on the kettle to boil, we’re scrolling through instagram. Companies must recognize and adapt to this and ask themselves ‘who has the hold over their their target audience?’ This is easy – bloggers and vloggers, publishers, YouTubers, etc.

“Getting their seal of approval could be key in pushing millennials further into the sales funnel.” According to the Collective Bias study, while shopping at a store, “60% consumers have been influenced by a social media post or a blog review.”

It’s all science

Despite the fact of having often millions of followers, more clothes than they could wear in a lifetime & earn 5 digits for a single instagram post (Zoella srsly gets £12k per instagram post) – influencers are still perceived as mostly ‘normal people’, therefore relatable for millennials. When it comes down to it, they don’t do much more than we do on a daily basis (still sorta bitter over this) except it’s shared with millions of people.

Our desire to be like our favourite influencer can be explained by the psychological concept ‘social proof’ which was popularized by psychologist Robert Ciadlini. Basically, whenever we don’t know what to do or how to act we look to others and imitate them, especially in times of crisis. Who knew that copying a makeup tutorial from your favourite youtuber and failing miserably is psychological.

Another psychological example of why influencers work is the halo effect. The halo effect is cognivite bias where we judge someone’s opinion based on our overall impression of them. Basically, if we start to enjoy someones content and have positive thoughts about them, anything they’re involved in becomes more positive to us. This is why influencer testimonial works. SCIENCE.

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Anyway, enough of that technical stuff. Back to the real world.

So yeah, innocently following a good looking instagrammer that you spotted on the explore page (wearing an outfit you can only dream being able to pull off) seems all fun and games, but who knew it’s contributing to our everyday life & companies are making MILLIONS FROM US. Is anything NOT strategic these days?

At the end of the day, social media is pretty toxic… so let’s just remember that the girl with 122k followers who we claim we’d DIE to look like (bit dramatic) gets her hair done every week for free in an exchange for a instagram post, is sent all her clothes in PR packages AND has access to any beauty treatment she wants – WHENEVER SHE WANTS IT, as long as she puts up a pic on the gram of her new lashes.

So for the sake of our own self worth – let’s stop comparing ourselves to them & stop being constantly under the influence.

Catherine Maguire is a 3rd year BSc in Communication, Advertising & Marketing student at Ulster University, currently on a placement year at The Irish News. She can be found on Instagram: catherinelauram and LinkedIn: Catherine Maguire

 

 

The Tomorrow Lab Presents: Creative Engagement

The Tomorrow Lab Presents: Creative Engagement

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Last week I attended an event on Creative Engagement by local digital marketing agency The Tomorrow Lab. It comprised of six speakers from a diverse range of backgrounds talking about branding, social media and marketing (there was also a lot of pizza and beer, but I promise that wasn’t my only motive for attending…). Although primarily targeting those in the marketing industry, much of the advice imparted by the speakers can easily be taken as guidance for life. In the spirit of brevity, I’d like to highlight two of my favourite speakers from the day and what I learnt overall.

I’ll start with Sheree Atcheson; an impressive figure who wears many hats as a tech business consultant for Deloitte, UK expansion director at Women Who Code and founder of her own social responsibility organisation I Am Lanka. She delivered an inspiring talk about unexpected responsibility. To her, this meant being thrust into leadership (through her own hard work), at a young age. As a petite, feminine 20-something of Sri Lankan descent brought up in Tyrone, she professed herself that she was not what you would picture a typical leader to look like. However, rather than shy away from her responsibility, she embraced it and used her privilege to amplify others. She encouraged us to think about how we can all make an impact, simply by understanding our own privilege and really focusing our efforts. Sheree has an impressively long list of achievements, but the one that inspired me most was her founding of I Am Lanka. Despite living in Belfast, she facilitates important conversations and encourages Sri Lankans to champion their own homegrown talent before looking further afield. At a time when privilege is a hotly debated issue, Sheree calmly demonstrates how it is on us to use our own for the good of others.

The keynote speaker was Helena Langdon, Head of Digital and Communities at Innocent Drinks. If you’re familiar with Innocent’s humorous and quirky marketing tactics, then you’ll have a good idea of Helena’s personality. The company’s social media has spawned numerous viral campaigns, #1 Twitter trends and made it to all of the major national press, simply by being relevant in their own way. For example, did you know that Helena is responsible for #DogsAtPollingStations? And the well-traversed 4th Floor Stapler? What’s her magic formula? Basically, there isn’t one. Helena’s advice is to always keep things personal and remember that you’re dealing with other humans. This allows real conversation to happen, which in turn builds their brand from the ground up. Helena also believes in learning by doing, confessing that she has learnt many things by accident and that luck also has a massive deal to do with it. Luckily, they have an enabling rule at Innocent: “If you’re 70%, go for it.” Isn’t that a great general rule of thumb for life? It gives us the licence to take risks and make bold, brave decisions. Of course, mistakes will be made, but mistakes are there to be learnt from and help us develop in the long run.

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All six of the speakers gave their own valuable advice. Matthew Thompson, founder of Best of Belfast, encourages us to go deep, not wide, to create content that impacts and moves our audience. He believes that when you make content for everyone, you make content for no one. Alan Davison, Brand Strategy Director at The Foundation, showed us how your branding can completely change how people perceive your business (and also revealed that sometimes the best creative thoughts come from having a few glasses of wine!). Matthew Morris, founder of The Bearded Candlemakers, also believes in creating authentic content that showcases your own personal brand as well as your products. This has helped him build an Instagram community that he engages with regularly (and who all love his dog Teddy!). Sophie Smith, Senior Digital Marketing Specialist at The Tomorrow Lab, demonstrated how today’s technology can provide us with incredibly detailed insights of how our business is performing and how we can use these to take the guesswork out of building an excellent marketing campaign. I think she should also be commended for injecting a bit of humour to a talk on analytical data!

At the end of the day I left the event happily satiated with pizza, beer and some food for thought. All of the talks had one recurring ideal to me; be authentic and let your personality show through in all that you do, whether that be creating content for your brand’s social media channels or connecting with the people in your own life. I’d like to extend a big thank you to all of the speakers and to The Tomorrow Lab for hosting, I’m looking forward to the next event already!

Rachael Gordon is a second year BSc in Communication, Advertising and Marketing student at Ulster University. She can be found on Twitter @gordorachael and Instagram @rachaelgordon

Digital Strategy – Have You Got One?

Two words – digital strategy. What exactly is it, why do you need one and how do you get one? Want this explained for you without all the marketing gibberish? Read on.

Authors Karel Dörner and David Edelman broadly describe digital strategy as ‘ranging from being a general vision for change to the adoption of digital tools for improving interaction and marketing communications, to achieve overall organisation goals’.


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Is your organisation strategic in the way you use digital or do you just react?

A definite no-no for digital strategy is to use an ad-hoc approach to simply react with no defined purpose or strategy. If your company is doing this – then STOP or else be prepared for your competitors to eat your digital dinner.

Why should you digitally transform your organisation? Digital business is vital in our digitally savvy era for a company’s growth, customer relationships and overall success nowadays, no matter how big or small. Ultimately, companies without a digital strategy are directionless – they have no strategic goals for what they want to achieve online or who they are targeting with their content.

A good digital strategy will successfully use various online engagement methods such as social media management, blogs/bloggers, promotional emails and search engine optimisation (SEO). When these methods are combined with analytics, which measure their success, it can be extremely potent in increasing market share and delivering a strong ROI.

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What does analytics even mean? Basically, analytics measure engagement.

Using analytics to set specific goals and track your progress as you seek to reach your audience, alongside a cohesive strategy, allows you to effectively reach your target audience using the platforms they prefer.

Building the right brand image on the internet is the hardest thing for your company so it’s important you do it prudently. To keep your brand ahead of the curve you need to constantly update your content and strategy to reflect ever-changing consumer desires. Any digital strategy requires constant and consistent attention as change is the only constant.

So, you’ve read this far and are now wondering how to develop a digital strategy for your company? You’ll be glad to hear that it’s much simpler than it seems.

Money, money, money.At this point it is important to highlight how allocating not only a substantial initial investment but also a sufficient long-term budget to your strategy is crucial – namely for promoting social pages/tools, implementing marketing campaigns and investing in analytical tools.

The SOSTAC model is perhaps the most recognised and useful tool when it comes to planning marketing strategies.

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To be strategic your company must have specific objectives, based on completion of a situational analysis, which are aligned to your overall goals.When developing a digital strategy, it is essential to know your customers – what information can you identify on your current customers? What value proposition do you currently offer and what can be offered? Following this, a strategy can be further developed for how digital will be used to achieve these goals. All of this is done with an indication of how exactly success will be measured and voilà – you have yourself a digital marketing strategy.

Objectives for your strategy can include one or more of the following examples: do you want to increase awareness of your brand? Engage with the target audience? Build trust? Create ‘buzz’? Expand reach? Generate traffic? Increase market share? Increase sales? Achieve customer relationships management goals? You get the idea.

 Strategy answers the ‘how do we get there?’question and typically follows with customer segmentation and targeting alongside positioning and sequencing. Tacticsconsist of a clear channel plan detailing how exactly your company will reach set objectives. Actions detail the tactics and describes who does what and when. Then, control– performance must be monitored and analyzed, as highlighted in the above image of the model, to evaluate success and pinpoint how to improve your strategy.                                                                                                                                                                      

Some companies continue to shy away from adopting a digital marketing strategy, but I encourage you to invest in the channels of the future today to ensure you don’t fall behind.

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Amy Greer is a second year BSc in Communication, Advertising & Marketing student at Ulster University. She can be found on Instagram: @amyagreer & LinkedIn: linkedin.com/in/amygreerrr

PR- Out with the Old, In with the New?

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Grunig and Hunt developed the idea that PR creates two-way communication between an organisation and its publics… and guess what social media does? The exact same thing!

Why is it so powerful?

Out with the old, in with the new. If you have been faithfully relying on traditional PR tactics, it’s time to change. Maybe not all of your tactics but definitely some of them. It is important that you take a more social approach allowing you to communicate key messages instantly with your stakeholders. The shift from traditional PR to digital PR is continuously and rapidly evolving. It is important that you adapt your PR tactics to meet the demands of this new way of communication. Digital PR tactics enable you as a PR practitioner to communicate and connect with the media and bloggers in a space where they are proactively searching for news and resources. This is a better way of targeting instead of spamming them with chunks of information (like traditional press releases) that they simply do not want or cannot share immediately.

The Changing Landscape of Digital PR

Adapting to the complex world of digital can be daunting. With the rise of social media platforms as key tools for communication, the mediating role played by traditional media between companies and publics has increasingly diminished. Due to the rise in use of social media, it is now the company’s role to monitor individuals feedback and comments 24/7 regarding its products and services online. The company also has primary responsibility to monitor, manage and deal with a crisis in a timely manner in order to protect and save the public image and reputation.

Due to the continuous growth of social media platforms, it is important that you understand what tools to use, how to use them appropriately, and how to measure their effectiveness. The structure of social media presents greater opportunities to reach out to segmented audiences that have been previously ignored or neglected.

The Chartered Institute of Public Relations suggest the importance of understanding the social network landscape. They suggest that the main focus must always be on the communities within their social media platforms whether they are connected through specific interest groups, trusted friendships, similar interests or driven by passions. In this case, it is a prime opportunity for you to connect with and get involved in conversations that are of relevance to your key publics. This then allows you to build relationships, influence further communications and ultimately lead to the end goal of advocacy and trust.

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  1. Network with journalists; This is a great way to get your company name and products out there and directly cut through the noise, however selection when choosing who exactly to network with should be carefully thought through. Be specific– ensure that the journalists you pick to network with are professionals whose interests are somewhat aligned with your company’s interests. Taking time to establish a strong relationship with key journalists and sharing their articles through your own outlets, creates a solid two-way rapport which benefits both parties long term.
  2. Publish on LinkedIn; LinkedIn is a great way to highlight your client’s experiences, disseminate content, find influences, gain industry insights and connect with new clients. It is a great platform to also discover key media opportunities, identify business opportunities and increase and maximise clients’ media coverage. LinkedIn now offers a publishing platform that you can now share content directly and know that you are targeting the right audience. Why not post content on LinkedIn that you have created for a newspaper article or for an industry publication? LinkedIn is a faster way of reaching your key publics than waiting for traditional media to publish your contribution.
  3. Use social media in your press releases; A great way to extend your reach of your press release with positive news is by sharing it across social media. Press releases posted on your company website should be accompanied with ‘share’ buttons for each social media platform available to make it easy for readers to pass your news on. A great way to maximise your press release coverage is by writing blogs that then link to them. This can be done by using concise messages which can be tweeted with an accompanied image to meet the needs of each preferred social media platform. Imagery and the use of infographics increase a posts appeal for sharing, so be sure to include some of these in your posts too.
  4. Seek bloggers coverage; Blogosphere is the ideal link between social media and PR. Bloggers are actively on social media and many of them are closely monitored by journalists. An easy way to seek blogger coverage is through having your service or product reviewed by them. Whether you’re pro-actively seeking coverage or not, your product or service will most likely be reviewed by followers of the blogger anyway again maximising media coverage and exposure. Free platforms such as Tomoson are available to help you get your product featured on niche blogs. This further increases your chances to be noticed by journalists.
  5. Prepare a Crisis Management Plan in advance; Fail to prepare, prepare to fail. PR disasters can happen at any time and it is disastrous to be caught completely unprepared if and when it does happen. With no plan B, your company could potentially take years to re-establish public trust and brand appreciation again. Having a plan B can help to at least control or manage the situation better. Having a standard press release designed and social media posts planned can minimise stress and impact of the crisis. The best approach to crisis management is a genuine apology signed by a MD or SEO of your company, accompanied by a plan of action to what you are going to do to fix the problem. Whatever the plan, make sure it is accurate, current and seeks approval from management beforehand so that if a crisis does occur your reaction can be quick and save your company’s good reputation to the best of your ability.

Finally, the use of social media can be extremely powerful for getting your key messages out there for product launches to promoting company branding to managing public relations campaigns. Social media efforts can be tracked and analysed through viewing their analytics which can then be tweaked and changed to be even more effective next time. Ensure that social media is incorporated into your PR campaign from the start to maximise the effectiveness of raising awareness of key messages to your key publics.

Through using the hints and tips above, your company’s PR effectiveness will instantly improve. Out with the old and in with the new.

 

Aimee Rourke is a final year BSc in Communication, Advertising & Marketing student at Ulster University. She can be contacted on LinkedIn: https://www.linkedin.com/in/aimee-rourke-593013109/ 

 

The Ghost of Snapchat Past?

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Kylie Jenner – is there anything she can’t do?  She boasts the title of being the boss of a multi-milion dollar cosmetics company, a yummy twenty-something mummy, and even an expert in predicting stock market trends.  Amazing!

If you’re a little lost here, let me fill you in.  After Kylie sent out a tweet explaining that she was feeling a little less than impressed with recent changes to the Snapchat app, their stocks plummeted $1.3 billion in value.

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By the tone of the tweet, I feel like Kylie probably wasn’t even thinking very much about it at the time of writing.  It was probably just a normal Wednesday for her, chilling out in her mansion, sipping an iced tea, smashing billions in value off the stock market with a single comment.  Average midweek stuff.

While some have marvelled in horror at these events and pondered what kind of world we live in when the Kardashians have sole control over who lives or dies on Wall Street, others have pointed to Snapchat having experienced a general downward trend over the past year – with Kylie’s comment simply kicking them while they’re down.

Last March, Snapchat went public, and despite warning investors that the app may never turn a profit, share prices spiked immediately after hitting the market.  However, the year since has been turbulent.  The company saw a disappointing 17% drop in their shares in mid 2017, with not a Kardashian in sight – the culprit behind this dip was social media giant, Facebook – owners of Instagram.

Snapstagram?

I can actually remember my first reaction when Instagram began rolling out their suspiciously Snapchat-like updates.

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Funnily enough, Instagram’s market value went completely unaffected by my tweet.

But despite Instagram blatantly plagiarising the most popular aspects of a rival app and integrating them into it’s own features, Instagram Stories flourished.  They introduced new and different features that Snapchat lacked, such as different fonts, filters and gifs, and of course, the endlessly popular boomerang feature, which allows us to watch other people clink glasses not just once, but several times in a loop!

Their tactics worked, though, and Instagram Stories alone now boasts more users than Snapchat.  And in keeping with the latest trends, Kylie Jenner gave fans the first peak at her new baby Stormi earlier this year, not via Snapchat, but on Instagram, in a post that became the app’s new most liked picture ever.  It seems that everything Kylie touches turns to gold, and so this gesture probably indicates that we should all invest all of our money in Instagram as quickly as we possibly can.

Redesign – or Re-disaster?

Never mind the threat from Instagram, though – Snapchat may have actually shot themselves in the foot with new updates that nobody asked for.  The company began rolling out a redesign of the app in late 2017, and their shares actually picked up by 25% in response as investors anticipated the effects of these new changes with optimism.  That fell a bit flat however when the changes rolled out…and just about everybody Hated them.  With a capital H.

As the full extent of the redesign was rolled out to user’s phones, the reaction was not good.  In fact, it was sort of dire.  Kylie was not the only one not feeling the apps new layout, with users complaining that the app was now ugly, confusing and difficult to use.  Some users despised the changes so much that a change.org petition aimed at Snapchat asking them to revert the app back to it’s old look gained over a million signatures.

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Personally, while I wouldn’t say I despise the changes, having to scroll for what feels like years to find someone I messaged yesterday while the names of random people I barely know and would never wish to speak to personally in a million years appear at the top of my feed is just a tiny bit annoying.  Or, you know, massively infuriating, depending on what mood I’m in.

Snapchat commented on the whole debacle by arguing that the update aimed to make the app ‘more personal’ and that users simply needed to get used to it, while promising more changes soon to be rolled out which would make the app experience more ‘customisable’.  While I’m not a tech expert by any means, am I crazy for thinking that if your customers don’t like changes, it’s unlikely you’re going to fix their negative attitudes with more changes?  Or maybe I’m just crazy, who knows…

So is this the death of Snapchat?

As a company that isn’t currently all that profitable, Snapchat’s future lies in the value of its shares.  They need investors to believe that Snapchat is growing and that it’s here for the long run, and not just a social media fad that will disappear into irrelevance as easily as one of its 24 hour stories.  This kind of volatility in its market value could spell disaster for a company that’s still only really in its early years.

Overall, I think there are a few lessons to be learned from the Snapchat redesign disaster, one of which being that the customer is always right.  A little more pilot testing and research into what the audience wants could have saved Snapchat a whole lot of stress and headaches over the past few months.  However, it’s yet to be seen whether or not this whole series of unfortunate events will see a decline in Snapchat’s actual user base, as it still attracts 187 million users a day – it hasn’t quite died and joined MySpace and Bebo in social media heaven just yet.

And personally, until the day I lose all of my 200+day long streaks, Snapchat will still be my go to.

 

Una McHugh is a final year BSc in Communication, Advertising and Marketing student at Ulster University. She can be contacted on Linkedin at https://www.linkedin.com/in/una-mchugh-a11956106/ and Twitter @unamickq

 

How PR is Changing our Perspective on Mental Health

Opening up about our mental health has always been considered a difficult topic. Up until recently, people were unaware of the meaning behind the term ‘Mental Health’ and what it involved. Understanding mental health and the issues that many people face is a relatively new concept. Thankfully, now in the 21st Century, people are becoming more accepting of mental health struggles; they are not as ignored as what they once were. According to public affairs expert and mental health advocate Katrina Gay, the stigma surrounding mental health is continuing to breakdown and the public relations sector has had a huge impact on this breakthrough.

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The public relations industry and the progression of mental health understanding work extremely well together. This is the case more so now than ever due to the digital advancements and the growing use of the Internet within the public relations sector. People do not want to be defined by their mental health issues; they want to be accepted for who they are as a person and valued for their personal qualities and skills. The Internet and particularly social media platforms, have provided people with a voice to express themselves with.

Creating campaigns to remove the stigma attached to mental health has become an increasingly popular method to achieve this goal. However, the way in which these campaigns are approached needs careful thought and attention. Mental health is a sensitive topic for many people to discuss, it can cause a great deal of discomfort and distress if approached in the wrong way. A fantastic campaign currently run by the Duke and Duchess of Cambridge, and Prince Harry known as Heads Together, has made tremendous improvements to how mental health is viewed by society. These Royals used their statuses to their advantage to promote mental health awareness. The campaign reaches out to a range of audiences such as young people and people who have lost loved ones. A fantastic way in which they promoted their campaign was to get involved in the 2017 London Marathon. Each runner that took part in the London Marathon received a ‘Heads Together’ headband and a letter from the three Royals wishing them luck on their marathon, and to also show support for Heads Together. This went viral, journalists, bloggers and mental health advocates instantly began to talk about this and what the Heads Together campaign was all about.

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Social media platforms such as Facebook and Twitter are great tools to use for reaching out to people about mental health. This can be through campaign promotion, setting up a Facebook page where people can talk about their mental health struggles and how to seek help, or posting a Twitter blog on understanding mental health. A great Facebook page currently run by ‘The Mighty’  has a range of tips and advice on coping with mental health difficulties.

The CIPR (Chartered Institute of Public Relations) makes a huge effort to promote mental health care, particularly around certain times of the year such as Mental Health Awareness Week. They work alongside the mental health charity ‘AWARE’ and aim to reduce the stigma surrounding mental health. The CIPR also provides information for people working within the PR industry on how to manage stress and the struggles involved within this career. 59% of people working within the PR industry have experienced mental ill health. It can be a challenging career and the CIPR aim to make public relations professionals more aware of mental health. Also, how organisations within this sector can support employees who may be struggling.

People within the public relations profession have a knowledge on how to effectively communicate. By using their skills, they can help to continue to breakdown the stigma surrounding mental health. This can be through an effective campaign, working alongside mental health charities and advocates, sponsoring events such as Mental Health Awareness week, or simply by publishing reports on current speeches or events that have taken place regarding mental well-being.

It is vital that we continue to work on how we can change the way in which mental health is viewed and what can be done to create a positive energy surrounding discussion on this topic.

References:

https://www.headstogether.org.uk/prince-harry-opened-the-2017-virgin-money-london-marathon-expo-excel-centre-london/

https://ciprni.co.uk/be-more-aware-of-your-mental-health/

http://releasd.com/d5de

Anna Haughian is a final year Communication Management and Public Relations Student at Ulster University. She can be contacted on Twitter  @anna_haughian and on Linkedin: https://www.linkedin.com/in/anna-haughian-667834131/