Why I Love PR - even if it is unrequited love

Before the digital age of publishing, it was pretty much impossible to accurately track a print readership. Publishers would print a certain number of copies and circulation would be based upon the hope of about three people picking up and reading each copy. Times the print number by three. You would have prime positions throughout the book - such as the covers (front, inside front, inside back and back) and the centre double page spread among a few other spaces that would get the most attention - but you couldn’t tell which articles were most read.?

Now in the digital age, we can track pretty much everything with analytics that record every click of the website. We know which pieces are getting the most attention and which articles are getting the most views.

So a lot of online publishers have made the mistake of only concentrating on getting as many views and clicks as possible and what makes the most commercial sense rather than what’s most interesting.

For that reason, some publishers have lost the magic of independent media altogether.

Because views and clicks are not always the most important thing - retaining trust with the readership/audience with meaningful content is.

For example, we know that an extensive exclusive interview with an inspirational individual is never going to get as many views as a quick article on where to find the best Pornstar Martini in the city.?

The same reason a video capturing a community project making a difference in the city region isn’t going to get nearly as much engagement as a salted caramel cronut being slowly torn in half and dipped in an excessive amount of gravy.?

While we strategise our digital content using analytics, and while we also want to get as much traffic to our website as possible, more importantly, we want to publish what’s more interesting and inspiring to read.

Regardless of analytics, we (I Love MCR) don’t forget our audience and the core values that we started the brand with.

The purpose of I Love Manchester

I Love Manchester is a purpose-driven city brand and trusted symbol of civic pride championing community, culture and a better future with a sense of optimism.?

The brand has always had a strong sense of social responsibility, ever since the first citywide I Love MCR campaign in the wake of the riots in 2011, which positively united the best of us from the wider community across Greater Manchester and beyond at a time of need to stand together.

Today, our purpose is to promote life and what's on in Greater Manchester, and help to build economic prosperity. At the same time, we like to think we make a bit of a difference to the lives and prospects of people across the city region.?

We use our platform to tell meaningful human stories and raise awareness of community projects, charities, not-for-profit organisations, and independent businesses while helping to raise funds for community activity across Greater Manchester.?

That's what makes us different.

Advertising

I have always valued my company’s independence.?

However, independence in media is often dependent on advertisers.?

Advertising allows us to generate revenue and support the causes that are important to us at the same time.?

Because profit is the only thing that’s sustainable when you’re trying to make a difference long-term.

The problem is, that clients can be fickle.?

That’s probably because PR, marketing and advertising is seen as a luxury rather than a necessity that it is and the minute times get tough, some businesses cut back on or cancel marketing and advertising spending as soon as humanly possible until they address the problem right in front of them.?

Although I believe brands need to market and advertise more when sales are low, it’s understandable that they panic and get short-sighted. It may seem "safe" and a way to reduce expenditure, but in reality, it's just aggravating the situation long-term.??

After all, while that lifeline may save them for a couple of months, eventually, they'll be even worse off. Even though investing in marketing and advertising during challenging times can seem terrifying, it's what is most likely to get them back on track and lead to growth.?

Meaning that the consequence of the panic-first decision to save cash short-term may very well be the reason why they go out of business in the end.

Now I’m not suggesting that businesses should spend their last bit of flesh on PR and advertising - although it worked for Marks & Spencer - but rather see marketing and advertising as a crucial part of your business plan.

Why I love PR

PR is not media and advertising.

Media & advertising is not PR.

But both mostly share the same problems and goals.

PR agencies want coverage while the media want good stories.

All marketing should result from a well-thought-through 'Market - Message - Media' plan.

So, PR and media should be harmonious—sharing the same sector—as two halves of a single thematic whole in what is recognised as one of Europe’s largest creative, digital, and technology clusters.

PR makes sense if a business wants to be seen on as many channels as possible. The best PR agencies will also recognise a company’s strengths and weaknesses, and then identify the best target audience for that business.

They can generate big ideas, create campaigns, and effectively communicate them to the right media at the right time.?

Smart agencies have a strong relationship with media and know that if a client wants more sales and increased revenue, it's better to target the right audience and double down on deliverables such as email marketing.?

However, PR doesn't work without the help of media partners.

After all, while a bit of editorial coverage or a post on social media on multiple channels might look good and give your ego a boost, it’s all just proverbial white noise. It’s hardly going to create new customers and boost the client's bottom line.

Some of the best agencies understand all this and we have worked very well together on their campaigns for well over a decade. ?

Competition

Essentially, a PR agency’s job is to get as much coverage on as many different media channels as possible for their clients.?So Manchester, as a territory, is a PR agency’s dream because it’s one of the most exciting and fastest-growing cities in Europe, and there are so many media companies and creator channels around.

Back in 2011, when I Love MCR launched its first campaign during the infancy of social media, there were only two or three decent media platforms. Fast forward 13 years and there are at least 10, plus a load of influencer accounts who will gladly swap a free burger for a social post. It’s brilliant for the greater good of the city. All platforms have their strengths and weaknesses and their audience. Competition is healthy and colourful.?

We will support local independent businesses through thick and thin - especially during a recession - and we offer free promotional listings on our website.

During the restrictions of Covid-19, we gave our clients the option to pause or cancel their advertising contracts immediately. Not because it made business sense - it certainly did not - but because it was just the right thing to do.

While our organisation relies on advertising revenue to effectively run as a business, the longevity of the brand depends on good ethics and values.

Media brands spend too much time trying to be better than their competitors rather than focusing on being different. Pretending to have no weaknesses, rather than cultivating one or two cleverly chosen assets that can help them stand out.?

I went to a ‘first look’ at a new venue recently out of curiosity and every single local social media and social media channel was there fighting for the best angle and getting in each other's way. It was like the news team fight scene in Anchorman - one of them even had a trident - it's ridiculous. I remember when a first-look was an invitation for publications to unveil the space before it opens to the public, not a street brawl.?

Any half-decent publisher knows that unique content is king.

A press release or a mass first look is the antithesis of that, no matter how much you repurpose or spin it. Regurgitating press releases or covering the same thing as everyone else at the same time as everyone else is not unique content and nobody is going to be interested.

Decide on your desired audience and target it through the right media partners.

The stone in our shoe

When did PR become a competitor?

We all need a slice of the same marketing and advertising budget.

While PR agencies rely on paid campaigns, most media rely on paid advertising.

But instead of collaborating with media and advertising to get the best results for their clients, some PR agencies are often part of the bigger problem.

Some agencies are not interested in building a two-way relationship with the media - despite needing the media to do their job - and have become almost like competition.

The sense of entitlement from PR agencies is real, and the expectation that we should give their clients free coverage while they cancel advertising is becoming a real problem.?

Once they land a new client, some agencies take full control of marketing and advertising budgets and cancel advertising - even if it’s been working well - to preserve their pocket.

“We have a little black book. Why advertise when (you can pay us instead and) we can get you free (advertising) coverage?”

We’ve had some longstanding clients go completely silent on us for months until finally, we hear from them via their new PR agency who have put up roadblocks and blocked any further advertising.

When we've reached out to these agencies to offer more opportunities or just arrange a coffee meeting, we just get ignored. They don't even reply when you've published their release and sent them the link. So there's no interest in building a relationship there.

Then they have the neck to send us press releases for the client they just blocked us from without so much as an introduction as to how the information will benefit our audience. Some don't even bother to get our name right ("To [first name]). It's the same email to every news desk, ticking a box and hoping for the best.?

Inviting the media to a new spring menu launch is nice but it's basically a free advert for PR who are being paid to sell to media. I can’t pay my talented and hard-working journalists and creatives with free food. It’s not going to pay their mortgage or feed their families. I pay my way and I expect everyone else to do the same.

I Love MCR will support independent businesses - especially the hospitality industry which is going through a recession - but we're not going to publish a free dressed-up advert that the agency is being paid for while we lose revenue.

Besides, there’s no such thing as a free lunch. I'd be paying my staff to spend the afternoon creating a free advert for a business - sometimes a client we’ve just lost - and that’s just not sustainable.

We'd be silly to give free coverage, I mean, free advertising, for a client we just lost instead of spending that time writing thought-provoking stories.

I’d sooner pay my team to volunteer for a community group or charity than see them create and publish a single piece of content that's not beneficial to our audience. Because at least volunteering is making a real difference, rather than just keeping an agency’s client happy and fuelling our problem.

I'd rather the businesses advertise with other media ("competition") than see PR cut advertising spend altogether because media channels are all at risk of publishing the same stuff and it's all free advertising. Where’s the good in that? It makes a media brand less distinctive, easy to forget and ultimately loses the most valuable asset: the audience.?Not to mention journalism jobs.

In a nutshell

We will continue to positively work with PR agencies, but be smart and get to know us before selling us a press release addressed to the wrong name. Sell the story properly. After all, you want the coverage, we want to publish good stories.?

While we can't guarantee to publish everything, we will always consider and plan any enquiry or idea that promotes:

• New openings and exclusives
• Inspiring human beings
• Not-for-profit organisations
• Community interest groups and projects
• Charities and charitable initiatives
• Accessible family activities
• Independent businesses
• Offers (saving 20% or more)
• Clients and partnerships
• Brand values including Humanity, Diversity, Inclusivity and Sustainability

If you have a press/media enquiry, please email: [email protected]

We publish free listings for any independent business. Simply email: [email protected]

Furthermore, if you feel I Love Manchester has the perfect audience for a campaign, then talk to us and we will send you a thoughtful advertising proposal to consider and put in front of your client.

I Love Manchester maintains an average of 12 million impressions per calendar month across its platforms. The website’s traffic sources include direct visitors, search engines, social media (reaching an average of over 8 million impressions pcm), email marketing (over 180K subscribers) and partnership referrals. Moreover, we can tell exactly how many users are clicking through to partner websites to buy/book.

We provide our clients with full statistical reports at the end of every campaign and we even offer agencies a 15% commission.

If you’re interested in advertising to Manchester and beyond with the trusted city brand, please visit our advertise page for more information and email: [email protected]

If it's a new or struggling independent business, then we will work something out that's affordable for everyone to help support them in addition to free coverage.

If it's none of the above, then don't waste your time sending us anything while we concentrate on our purpose and mission.