latest from the blog
How to write a killer press release
How to write a killer press release At GingerComms, we take copy writing very seriously. And why shouldn't we? We know from our contacts what makes a good story, and have graduated from the old school press release - which we find rarely gets cut through - to writing content in our own unique style. Read on for our top tips on how to write a strong story which will smash your client's coverage goals. Cut the cr*p Most journos we know will press 'delete' on your email the second they spot...
How research can prevent a PR nightmare.
After the European Super League descended into chaos, the apologies from football executives and owners arrived. All of the rather red-faced apologies included some element of “listening to fans” and responding to their wishes. For example, Arsenal’s official statement went with: “We needed no reminding of this but the response from supporters in recent days has given us time for further reflection and deep thought.” “We have listened carefully to the reaction from our fans.”said Chelsea. A PR...
Our favourite campaigns of the year so far
Our favourite campaigns of the year so far Oh, 2021. While we were glad to see the back of last year, the beginning of this one wasn't so great, with yet another lockdown being announced just a few days in. But with the roadmap back to a more normal life announced, and with more and more people getting the vaccine, things are starting to look up. Some of our favourite campaigns of the year so far have honed in on this optimism and cleverly combined talkability with positivity for the year to...
PERSPECTUS GLOBAL’S 2021 BEAUTY REPORT: HOW COVID HAS CHANGED THE INDUSTRY
With almost a full year of lockdowns and restricted movements behind us, it's fair to say that the Covid-19 pandemic has drastically changed our lives. For those of us who have been lucky not to have been hit by tragedy, the pandemic has stripped back our lives substantially to different extents. We don’t go out unless we have to, many of us now work from home, the chances to socialise are currently zero. So what do us housebound creatures do when it comes to beauty and...
How to use research to make your newsjacking a success
By Evie Porter Ah yes, the good old newsjack. One of the first things PRs are introduced to at the beginning of their career is the idea of 'newsjacking' - seeing something reported in the news, and jumping on it for your client's benefit. Back in the day, this used to come in the form of an expert client comment, which would be shared with journalists writing up the story. And if you were lucky, the comment might be used. Nowadays, there's a lot of expert comments to compete with, and the...
KNOCK, KNOCK? WHO’S THERE? BOO. BOO WHO? NO NEED TO CRY, I DIDN’T MEAN TO SCARE YOU
By Ellie Glason Our latest piece of research for Perspectus Global examined the great British institution of the Knock Knock joke. Although famous worldwide for our sophisticated sense of humour, Knock Knock jokes have been with us from the time of Shakespeare - first appearing as a to and fro in Macbeth. And in the 1930s these were the height of fashion, being enjoyed as a parlour game by high society across the country. Even though they were more likely to make us groan than cackle, the...
Why do international PR research?
By Jon Horsley Across the world, just as cultures, politics and people seem almost too different to connect, so can marketplaces. So why bother to work out if there are comparisons to be made? Why do the successful startups, as well as the biggest brands and corporations commission international PR research? International research helps you forecast One of the most important lessons traders and analysts at big financial institutions are told is to read the foreign press. What happens to our...
How to craft an effective campaign during Covid times
By Evie Porter Oh 2020. A challenging year for all of us, and here at GingerComms HQ, quite frankly we can't wait to see the back of it. With Covid-19 changing everything about the way we live, it's not surprising that this has extended into the media. The stories we're reading are completely different, and it seems like you can't turn the page of a newspaper, or click onto a news website, before being faced with stressful headlines all about the pandemic. This means the...
THREE QUESTIONS WE GET ASKED A LOT ABOUT PLANNING CONSUMER RESEARCH – AND OUR ANSWERS
Part one of our new FAQ blog series - bringing you the questions we get asked a lot and our answers! How do I pick a topic for my research? It needs to link to the brand offering obviously, but how to make sure it will appeal to the media too? Timeliness is key - the subject for the research should feel current and of the moment, so look at lifestyle and consumer trends and use your research to bring a particular example to life - or conversely buck a trend and prove the reverse....
MADE TO MEASURE: HOW CONSUMER RESEARCH CAN HELP YOU EVALUATE YOUR PR CAMPAIGN
“Most public relations men, faced with the difficulty and cost of evaluation, forget it and get on with the next job” J Marston: Nature of Public Relations, 1963 Nearly sixty years on from the above quote, evaluation remains one of the thorniest topics in the world of public relations. The widely derided AVE (Advertising Value Equivalent) remains a tool despite fundamental flaws - going further back in history than our opening quote. It was first...
WORDS THAT MAY SOON BE EXTINCT – AND WHY THE MEDIA LOVES RESEARCH THAT KILLS THINGS OFF
Our latest Perspectus Global survey delved into the English language and identified a list of words that modern Brits never use - and have no idea what they mean. The evolution of language is always an fascinating topic, and our research garnered a blanket of national news coverage - from the Telegraph to Sun Snapchat. 31 pieces have so far been published, including a front page piece in the Times, an opinion piece in the Telegraph, and page leads in the Daily Mail, the Mirror...
QUAL + QUAN RESEARCH = SUCCESSFUL B2B RESEARCH
As a research agency specialising in both consumer and B2B research for our PR agency clients, we know a thing or two about developing and executing successful research projects. For B2B clients wanting to garner trade press coverage for their clients, our number one tip is this: put qualitative research at the heart of the campaign. It’s far too easy to approach B2B research projects in the same way as one does consumer research. Ie, choose a compelling topic that links to the...