Pivoting Your PR Strategy In A Merger

Mergers and acquisitions are one of the trickier situations for PR folks to navigate. Change is never easy – but you can take control of the narrative. Time is of the essence, and it falls on the communication team to update the messaging, announce the deal and keep tabs on both internal and external sentiments. The key is to ensure trust and credibility in both brands don’t dip – while reassuring customers and other stakeholders that it’s business as usual and that this means better products and services – in the long run. 

If you are in this unique situation – take a deep breathe – and read on. 

Connect the dots 

Communications teams are often the first to the roped in just before the merger is legally inked. The first task is to connect with core team members including key executives and communications colleagues from both brands; choosing channels carefully to avoid any news leaks with strict non-disclosure agreements reinforced. The communications  team should identify if there has already been talks or rumours in the media – carefully mapping out key journalists and titles for the official announcement roll out. Needless to say, any ongoing campaigns or communications should be on pause. 

Map Out Messaging 

As two become one, the core team need to collaborate and map out a fresh narrative for the merger. The new direction needs to be clearly articulated with key messages need to address all potential stakeholder concerns. A press release, speech and holding statements together with extensive FAQs will form the foundation of the roll out plan. All spokespeople should be briefed with a media training session to help them navigate tough questions. 

Team First 

Just before rolling out the communications externally, coordinate with team leads to announce the merger internally. It’s important to check the tone and humanise the message – with sincere platforms such as a town hall with a senior executive, followed by smaller group sessions that would help open up conversations to address any questions. This announcement may bring up insecurities as employees fear a reorganisation – and if larger changes are in the works; change management specialists should be brought in to help. 

Roll Out

On top of sharing a press announcement, the communications team should pick a media outlet or two for key interviews. Here’s where the initial research comes in handy, as the team should pick a credible, neutral source that was not skewed in publishing initial speculations. The spokesperson representing the new merged brand will need to brace for incoming media queries – stick to the fresh messaging and help address any concerns. 

Listen & Reinforce

Once the news is out, the communications team will need to step up monitoring for new sentiments and message pick-up both in news sources as well as social media. This will help them reinforce or tweak the narrative to land better.  This is only the beginning – and it usually takes companies between six months to several years to complete a merger. In the meantime, the team needs to keep a pulse on the sentiments and roll out larger campaigns that will cement the new narrative. 

There’s no one size fits all plan – but these basic blocks would help put a PR plan in place.

We’re here for you – reach out to us by emailing hello@mutant.com.sg. 

 

We’ve Got a Problem: How to Communicate During Troublesome Times

Whether it’s your website’s technical malfunction, a customer service issue gone viral or the introduction of an unfriendly government regulation, there will come a time in every company’s life when something goes wrong. 

And in those moments, your customers, the press and the rest of your industry will be looking at how you respond.

You’ll definitely have a knee-jerk reaction – and in this era of immediacy, it’s all too easy to jump on your favorite social media platform and word vomit your personal position. But this is exactly what you should not do.

That said, immediacy is not a bad thing, especially because of social media, where news spreads around the globe in a matter of minutes. Working quickly to craft a statement or provide a solution will be paramount to success – but that does not mean you should be in such a rush that you sacrifice careful thoughtfulness.

They say when the going gets tough, the tough get going – and where you should get going is straight to your communications team and public relations agency to craft a plan. Here’s what you should keep in mind.

Don’t Panic (or, at least, don’t panic in public)

It’s not that you can’t panic at all – you can (and most likely will) panic. Internally. Not on social media, not in a press release, and absolutely not in front of reporters. When you respond, you’ll want to be calm, collected and measured – not having a meltdown in front of the world.

After you’ve taken a breath and had a glass of water (or something stronger than water, we won’t judge), you should activate your crisis team – executives, your communications department, your PR agency – and put out a holding statement until you have had time to craft a proper response.

Get Your Thoughts Together

Once the initial emotions of shock, anger, or sadness (perhaps all three?) have passed, you’ll need to sit down with your team and investigate what the facts of the incident are and what this means for your business. Go over every possibility, every point – you need to know all of it in order to work through it. Once you’ve considered exactly what this crisis means for your company, then you can begin to determine the company’s stance.

Understand What Your Customers Expect to Hear

But before you put a statement together, you’ll also need to consider what your customers are expecting. Depending on the situation, they may want refunds, a major discount or special code to be used in the future – but what they expect is a genuine apology and assurance that action is being taken so that this does not happen again in the future.

Put yourself in their shoes and think about how you would feel if a business you loved made a mistake or was in a perilous situation similar to what your company is facing.

Find the Middle Ground

With both the business thinking and customer thinking in mind, work to find the middle ground. Consider what sort of solution is the appropriate course of action for your business. Once your positioning and solution have been determined, it’s time to start writing a statement in earnest.

Prepare Your Statement(s) – And Notify the Larger Team

Consider the types of statements you’ll need to confront this crisis and take control of the narrative. This could be a press conference, a press release, posts across social media channels, emails to your customers, app notifications – and it likely will be a mixture of some or even all of these options, depending on the situation. Once you know the channels through which you’re responding, then make sure to draft, edit and polish suitably.

Once these drafts are ready to go, be sure to brief the rest of the company before you blast the statements out. Your people will be dealing with customers or clients (or both!) getting in touch after your statement is out in the world, and they should be prepared for how to respond based on the company’s position.

Keep Monitoring

Once you’ve published your statement, use social and media monitoring tools to keep tabs on how your solutions are sitting with customers, and if they are working the way you hoped. Fingers crossed everything goes smoothly – but if the conversation turns negative, then you should work to address all concerns before attempting to move on from the issue.

Though no business ever wants to have a crisis on its hands, in the event that you walk into the office and find yourself in the middle of one, it’s important to have a plan for what happens in crisis mode. With enough deep breaths, facts and  level-headed thinking, your company can weather this and emerge from it stronger – and even in a way that may win you new customers. It is possible – so long as you don’t panic.

Concerned about stumbling instead of stepping forward? We’re here for you – reach out to us by emailing hello@mutant.com.sg. 

 

The Role PR And Communications Plays In Building Responsible, Ethical Businesses

Digital advances are transforming how we live, learn, work, and play – and the media industry is, of course, no stranger to how digitalisation is altering its landscape. Changing consumer behaviour and an increased hunger for instant gratification has forever evolved the way we view and digest content, moving slowly away from linear offline publishing and steam-rolling ahead towards multi-platform distribution models. The general consensus is “anytime, anywhere”.  

In fact, annual growth of internet and active social media users in Asia Pacific (APAC) has increased by 10% and 12% respectively, according to the Digital In 2019 Report by We Are Social and Hootsuite. More consumers are constantly plugged in and being bombarded by information from virtually every platform possible. 

With this, it’s no surprise the public relations and communications industry has grown more complex as we adapt to new forms of communications. As the go-between for the brand, media, consumer, and the wider community, PR professionals have to work closer than ever with their brands and clients to identify new storytelling opportunities that provide value to the audience, on the right platform, with the right approach.  

The key connecting factor here is trust, which is imperative to building a good relationship between a brand and its audience – and this only becomes even more necessary during times of digital disruption. Yes, our job is to take a brand objective and create a palatable story that aligns with the broader business goals, but it’s also to provide guidance and counsel around sharing the right messages in an ethical and responsible manner.  

As transparency comes under scrutiny and consumers slowly recognise the impact of #fakenews, PR professionals need to lead the way in un-blurring the line between fact and fiction.

PR should proactively combat fake news

Sensational news will always travel faster than the truth. In Singapore, according to a 2018 survey by Ipsos, four in five consumers were confident in their ability to spot fake news – but 90% were actually unable to distinguish the fake headlines from the real ones. With social media being a hotbed for misinformation – paired with APAC consumers’ high social penetration rate – users are vulnerable to being exposed to unverified sources of information all the time. 

The good news is that consumers are aware of this threat. The 2019 Edelman Trust Barometer found 71% of Singaporeans rely on traditional media as a credible source of information – a five-year high – and 73% were worried about false information or fake news being weaponised. It’s great that the rising threat of fake news elevates trust in traditional media; the fact that The Straits Times has dedicated an entire section to debunking it is testament to how intrusive it is.   

Better reporting is the way forward in the fight against fake news, and the pressure is on for media publications. Journalists have their work cut out for them in identifying credible sources and information as they implement improved fact-checking and research processes to ensure what is published is accurate. This presents a real opportunity for PR professionals to work collaboratively with journalists by providing accurate and timely information from our clients, building them up as thought leaders, which in turn helps journalists gain access to credible sources. Similarly, PR practitioners have the responsibility to proactively counter misinformation and take a stand whenever we spot something amiss. 

Take last year’s Trump-Kim summit as an example, where we saw speculations from unverified sources on the earned media value. Our team at Mutant Communications saw the opportunity to reach out, armed with verified statistics through a client’s media intelligence platform to correct the statement in subsequent news syndications. PR professionals have an obligation to help journalists and the public identify facts, and in doing so foster a transparent relationship that builds trust organically. 

Ethical concerns around paid influencer promotion

APAC is one of the most digitally active regions, and this has led to an increase in consumers who trust in influencers, vloggers, and social media celebrities for purchasing decisions, the latest report by Meltwater found. In fact, a report by Celebrity Intelligence shows 80% of respondents in SEA said influencers are pivotal in shaping their opinions and buying decisions. With this amount of clout, it’s no surprise there’s a growth in paying key opinion leaders (KOLs) to create content promoting a brand. 

As PR practitioners, we have taken product-centric briefs from clients who want to engage KOLs, with the main objective being to sell as many items as possible. While KOLs do have a role to play, PR professionals have a duty to guide clients in making smart choices when working with them. It’s not enough for clients to simply pay a bunch of KOLs to spread their message – the onus falls on PR professionals to educate clients on how they can pick the right people, platform and timeline to run with their message. 

Similarly, consumers are savvy, and can easily identify when someone is being paid to sing praises. However, it’s not always clear if a post is organic, or if it’s a masked, sponsored ad – and consumers should be given enough context to know immediately if the post’s objective is to spark a specific purchasing behaviour.

Don’t be afraid to say “no” if it means doing what’s right 

Numerous agencies will probably disagree with our approach here, but we believe it’s okay to take a stand and voice disagreements when it comes to servicing clients that go against the company’s values, or if there is a disagreement on what is ethical and what isn’t – even if it means losing the business. 

For example, we have walked away from a potential client who wanted to front-foot an anti-LGBTQ agenda across Singapore, and we’ve also said no to clients who were willing to pay us to set up fake profiles and write fake reviews for a product. We also regularly speak up if clients ask us to “fudge the numbers” or want us to play a part in spreading a mistruth as part of a media pitch (thankfully, this doesn’t happen very often!) We are not and should not act as mouthpieces for clients. So, rather than acquiescing to the demands, PR professionals should educate clients on how they can drum up thought leadership the right way.

For instance, I worked with a company that sells child passenger safety products – a huge issue where Singapore is lagging behind its OECD counterparts. We created a comprehensive PR and content strategy around the importance of using age and weight-appropriate child restraints, and by building a steady pipeline of educational content, we converted many of their customers into huge advocates for children’s ride safety. These advocates then championed our client’s messages unprompted across various parenting forums in Singapore, resulting in a direct uptick in sales.

At the end of the day, nothing erodes trust faster than being lied to. As PR professionals we are the messengers between all stakeholders, and it’s our job to safeguard the transparency between them. 

Truth is our greatest currency, and we have a great responsibility to communicate with honesty. Let us play a part in shaping ethical brands and businesses by making truth and transparency their core values.

This essay is the winning entry for the inaugural PRCA SEA Future Leader Award, where PR and communications practitioners aged 25 and under were invited to submit essays focused on the role played by the PR and communications industry in building trustworthy businesses in a digitally disruptive age. 

The essay can also be read here. 

Need help forging trusting relations with your customers? We can certainly help, if you write to us at hello@mutant.com.sg. 

 

Are you a fresh grad looking for a PR gig? An agency is the place to be

Can we take a moment to acknowledge just how pressuring it is for a prospective tertiary student to decide on a major that might define their professional career forever? As a tourism student-turned PR practitioner, the transition into the world of public relations comes with a steep learning curve. But it pays off massively if you have an eye for current affairs and an excellent command of one or more languages.

 After a couple of internships later, I realised a whole world lay beyond the familiarity of working for a brand. There was a mystery to these elusive agencies which hardly basked in the spotlight themselves, yet worked laboriously to ensure that their clients shone the brightest.

As a humorous nod to the hit comic series which our agency is affectionately named after, we think that the dynamic between agencies and in-house brands mirrors that of the one shared between mutants and humans in the X-Men universe. Being in an agency is like being a part of the X-Men, there are always more experienced practitioners that you can learn from and when the going gets tough, it truly helps to know that your team understands exactly what you’re going through.

With the exception of crisis prone industries, in-house PR and comms teams tend to be very lean. A small, tight-knit team comprising of a few experienced individuals are usually  responsible for overseeing and managing entire marketing campaigns. Does this sound appealing to you? While you will enjoy the autonomy of being able to call the shots, you might feel weighed down by the sheer size of the responsibilities which lie solely on your shoulders. 

So, how do you ascertain which working environment would be most conducive to your professional and personal growth? If you’re a fresh graduate exploring the possibility of a career in PR and communications, here are some reasons why we think agencies are the best place to work in – especially if you’re still on the fence.

Developing expertise across different verticals

As agencies evolve to stay ahead of the curve, many now offer a wider range of complementary services. From PR and content marketing to digital and social media management, agencies are usually filled with folks who bring diverse skill sets to the table. Depending on the client’s business objectives, people from different teams come together to get the job done. 

For example, Mutant’s portfolio of clients spans across the consumer, lifestyle, technology and corporate verticals. Having the chance to explore a myriad of sectors and industries is ideal for those who are undecided about the industry they eventually want to carve out a career in. Focus first on mastering the fundamentals of the trade, before jumping into a specific field. 

Learning from a team of experienced practitioners

With a shrinking media pool and mercurial audience habits, it takes more than just a seasoned practitioner to be a good mentor. From the undeniable force that is influencer marketing to the rising adoption of messaging apps, good mentorship comes from the ability to guide, while also adapting quickly to the changing times.

In an agency environment, the matrix-style organisational structure which requires you to sit across multiple practices will expose you to a plethora of unique perspectives and ideas. The great thing about working in an agency is that no two days will be the same, due to the nature of the client work involved. 

Character development

It shouldn’t come as a surprise that extensive relationship-building, be it with the media, clients or other stakeholders is a part and parcel of agency life. Contrary to popular belief, you don’t need to be a social butterfly to flourish in a client-facing role – as long as you have the ability to empathise with people and forge sincere, genuine relationships, you will succeed. 

While having to juggle the expectations of multiple parties might seem a tad challenging at the start, you will find yourself easing into it as you spend more time in your role. Sometimes, you will feel like the cards are stacked against you. However, the pain is short-lived, and you will find yourself emerging relatively unscathed, having grown more confident and eloquent. 

We could always spend time wondering if an agency function or in-house PR and comms role would suit us better, but the truth is we’ll never know for sure without experiencing a job firsthand. So if you’re still looking for something to nudge you into taking that leap of faith – take a deep breath, get your résumé in order, and apply away!

Well, what are you waiting for? If you’re on the hunt for a PR gig, you ought to write in to us at : hello@mutant.com.sg

How to be a Mindful Communicator

When I worked for a government organisation, I was tasked with drafting an internal document that would help outline a new project. After a month, it was a multi-chaptered, highly detailed and cross-indexed behemoth – the kind of document you complain about putting together, but are secretly proud of when you send it “upstairs” for approval.

Unfortunately, “upstairs” was not as in love as I was, and what followed was a week of vague feedback about “alignment” and “strategic integration”. Frustrated and dejected, I eventually went to a more senior colleague who, after a quick read, said “Aiyah! No wonder they said no. Don’t have the buzzwords they wanted!” He then proceeded to give me a list of “key terms” that needed to be added to the document. These phrases did not add much meaning, they did not communicate anything new, and, in some cases, had to be shoehorned in to fit. But you can guess how this story ends: magically, the document was now perfectly aligned and strategically integrated.

Most people laugh at this story because it’s relatable –  everyone in the working world has come up against this type of corporate speak at least once. But to me, it’s both a humorous anecdote and a cautionary tale: because I sometimes catch myself automatically lapsing into buzzwords and corporate speak.

So in 2019, let’s Marie Kondo our habits and aim to be a more mindful communicator.

The importance of mindful communication

In George Orwell’s dystopian novel 1984, he introduced the idea of “Newspeak” – a totalitarian government’s attempt at stripping language down to its bare essentials to eliminate “undesired thoughts”. Within the novel, Orwell theorised that if people had restricted grammar and limited vocabulary, it would limit freedom of thought.

Though the world hasn’t completely reduced the value of discourse (okay, maybe a little), I’ve seen many instances where people opt for the shorthand of corporate speak instead of taking the time to explain fully what they mean. Though the use of corporate buzzwords can be essential at times, the danger lies in when it comes time to think about new things or to improve on existing models.

To help us break out of the spin cycle and practise mindful communication, I’m sharing a few lessons I’ve learned  over the years and that I, too, am using on the daily.

1. Communicate with intent

There’s a misconception that many people in the PR industry talk for talking’s sake. I believe the opposite is true. Most of my peers are hyper-aware of everything they say, and if it’s a choice between saying nothing or risk saying something that doesn’t have value, they tend to err on the side of caution. Before starting on any type of correspondence, ask yourself if there’s a clear intention behind it. If there really isn’t – and you’d be surprised how often this happens – then not communicating might even be a better choice. If there is a clear intention, though, then let that be your starting point. For example, if your email is to request information from a client, then start your email with that request upfront and gear the rest of the email towards helping your client fulfil that request.

2. Think beyond words

Communication is closely tied to words and language, but it’s about so much more than locution. There are studies that indicate using mind maps helps with the ability to recall that information. This makes practical sense, as the bias toward visuals is probably why YouTube has become the world’s second most used search engine (consider the last time you needed a “how-to” guide).

A mindful communicator should be prepared to explore other means of communication, such as illustrations, videos or charts, in order to make a point. Even with text-heavy documents something as simple as inserting bullet points and tables can be immensely helpful when discussing dense information.

3. More than just buzzwords

Jargon, buzzwords and industry slang can be great in certain situations, but you’ve got to be mindful of how you use these terms.

Take, for example, the phrase “end-to-end solution”. Technically it means a product or service that encompasses an entire process, but this term has become overused (and misused, in some cases) within the tech industry. Not only has it lost its meaning and impact, those outside the tech likely will not fully understand what it means. This happens often with buzzwords (e.g. “sustainability”, “holistic” “360-degree-approach”), and thus the challenge is to find new ways to phrase concepts that are both accurate and succinct.

So, the next time you find yourself slipping into a buzzword fugue state, take a cleansing breath and try to bring a little more awareness and mindfulness into how you communicate – hopefully you’ll find a new way of breaking through an already noisy world.

 

3 PR Lessons We Can Learn from Bey And Jay

Recently, Beyoncé and Jay-Z dropped their first fully collaborative album, The Carters. Critics and fans alike immediately embraced the tracks and hailed the LP as a celebration of Black art, excellence and legacy.

Over the years, the Carters have managed to exert an ironclad control over their public image despite their humongous stature. The four-pronged strategy of largely staying clear of public squabbles and scandals, carefully curating their social media feeds, rarely giving interviews and not hyping their new projects before they’re released has only deepened the mystery surrounding hip hop’s foremost family. This decision is no accident – the couple is notoriously private and this strategy has infused intrigue into their reputation. Because they are rarely in the public eye, when they do pop up, it seems that the whole world sits up and takes notice of them.

From a business perspective, this type of PR strategy seems impossible to implement. But there are some lessons that can be gleaned – here’s what we can learn from the Carters:

Controlling the Narrative

When rumours of trouble in the couple’s marital paradise broke out in 2013, neither party added fuel to the fire. Unlike other celebrity couples who rush to give a statement when their relationships hit rock bottom, the Carters remained mum on the state of their marriage. They addressed the hearsay when Beyoncé released Lemonade in 2016, an entire album peppered with lyrics and visuals that suggested the possibility of marital strain. The endless speculations that ensued proved to be massively profitable for both Jay-Z and Beyoncé.

While controlling the narrative should be a basic skill for any company’s PR team, in this age of hyperconnectivity and non-stop streaming, firms will find themselves with a very small window of time to prevent crisis situations from becoming communications disasters. Whether it’s appeasing a crowd bent on obtaining answers or addressing unsavoury gossip, it’s imperative to weave a story that sets the tone for all future conversations surrounding the topic at hand. That way, your narrative will drown out all other chatter.

A Well-Oiled Social Media Machine

Both Beyoncé and Jay-Z are known to shun traditional PR paths when announcing new content. For albums Beyoncé and Lemonade, Beyoncé decided to bypass mainstream media outlets and release the albums digitally via an announcement that came from her own account. By doing this, she broke the fourth wall and gave the content directly to her fans via social media. The result? Unprecedented success for both albums. For Lemonade specifically, the release of the album was timed at a juncture when social media was rife with conversations surrounding racial tensions and feminism, and the album’s messages on both topics seemed especially poignant. The couple also demonstrates a deep understanding of curated visuals in today’s social media landscape, as reflected in the multiple music videos of Lemonade and Jay-Z’s 4:44.

It’s no secret that combining social media and highly creative visuals is a winning combination. But to ensure the success of your client’s products upon launch, you must leverage social media to reach your target audience. Follow up with a steady stream of high-quality visual content that’s shareable, accessible and most importantly, relevant.

Authenticity

You’ll be hard-pressed to find a recent Beyoncé or Jay-Z interview. Instead of relying on the media, or even social media, to give fans an inside look at their lives, both Bey and Jay prefer to pour little details of their life into their music. Beyoncé’s mastery of social media is impressive – she occasionally posts rare snapshots from her day-to-day life, puts time and effort into creating a spectacle when announcing milestones and hardly ever adds captions or hashtags, letting the images speak for themselves. As a result, fans interpret and discuss the images, and are left wanting more.

Audiences are smart and can easily discern an inauthentic brand. So cut through the clutter by staying true to your brand’s core values and identity; be honest and daring, let your voice ring true in all your communications and never be afraid to weigh in on issues that are pertinent to your business.

Though you may encounter 99 problems, PR should never be one. A good PR strategy is irreplaceable – so why not invest time and energy in creating a fail-proof communications game plan? Reach out to us if you’re in the dark about how to get started.

Need help crafting the ideal PR strategy? Drop us a message at hello@mutant.com.sg

(Cover photo source: Pinterest)

What Is a Content Strategy and Why Do I Need One?

It’s likely you’ve heard the term ‘content strategy’ thrown around lately, but unless you work in the world of content marketing, you probably are thinking, ‘What exactly is a content strategy?’. We’re here to help.

Depending on the brand you work for, the definition of content strategy may vary slightly, but broadly it is the creation and distribution of content that drives profitable customer action.

It’s easy to task marketing or PR departments with this type of work, but, really, content strategy leverages skills and knowledge from several different departments: the aforementioned marketing and PR, but also corporate communications, social media and even business development.

By leveraging knowledge from all of these spaces, a content strategy can help propel your company toward its goals and drive real business results. There are myriad benefits to a robust content strategy, but these are three of the biggest:

BRAND CONSISTENCY

Keeping your brand’s voice and style consistent across all types of content (think press releases, marketing collateral, social media posts, the corporate website, and beyond) while also effectively communicating your brand’s message can be a surprisingly big challenge, especially if there are multiple staff members writing and posting content.

By creating brand guidelines – from preferred grammar style to design instructions regarding corporate logos, fonts and colours to social media instructions – everyone on your team will have access to an editorial starter kit that will help them craft content that aligns with your business’s established voice.

SEAMLESS, STRESS-FREE COMMUNICATIONS ROLL-OUT

Launching a new campaign, unveiling a corporate rebrand or announcing an exciting business development, though thrilling, comes with its fair share of stress. Making sure that the announcement goes live across all channels simultaneously can be a shockingly large headache, and even with brand guidelines available, it can still be difficult to ensure consistency across all channels – especially if social media is involved, and even more so if you’re responding to your audience or media in real time.

But with a concrete content strategy surrounding whatever your big news may be – from the initial communication to community management – you can rest easy knowing that the development won’t be overshadowed by frustrated members of your audience complaining about not having all the information on every social media channel or by a content misstep that goes viral.

MEDIA OPPORTUNITIES

Even if becoming a thought leader isn’t on your list of career goals, it’s undeniable that media exposure can be beneficial for both your business and your personal brand. An influential aspect of a truly 360-degree content strategy – and one that may not be a typical suggestion from an in-house department – is positioning senior team members as industry experts through thought leadership pieces, op-eds and broadcast or radio interviews.

By sharing your perspective and business insights in a clear, precise manner, you can not only make a splash in the business community, but may become an expert that journalists look to when they need a quote, which in turn can make your business top-of-mind for people of all stripes.

These benefits are just a few of the ways a dynamic content strategy can impact your business. If you are looking to invest in this type of communications plan or want a bit more information, feel free to reach out to us – we’re always happy to chat about crafting content!

Need help crafting an effective content strategy? Drop us a line at hello@mutant.com.sg.

How to Get the Most Out of Your LinkedIn Profile

In this social media-driven world, it’s easy to set up accounts on every single online platform and then only truly engage with one or two. Many brands are attracted to Facebook and Instagram because of their high user numbers and often end up neglecting LinkedIn, which can be incredibly powerful if used correctly.

When we ask why LinkedIn is often overlooked, the usual response is that they either don’t have time to devote to it or are unsure of what to post – LinkedIn is, after all, career-focused, so uploading that photo of your pet or snaps from your holiday don’t seem entirely appropriate.

So, what is?

Personal Career Updates

It may feel a bit uncomfortable to shout about your own workplace achievements, but if there’s any place for it, it’s LinkedIn. For example, when you’re promoted, in addition to updating your profile with the new role information, you should write and publish a post conveying your excitement for this next step in your career. Likewise, if a project or product you’ve worked long and hard on is announced, debuts or receives great media coverage, you should absolutely post about that. If you’re worried about the tone of your post, just keep it short and simple, and stick to the facts – your network of contacts will be pleased to hear about your achievements, so don’t hide them.

Industry News

If huge news about the industry you’re in breaks, you can be sure that everyone in your office will be talking about it. Additionally, everyone in your industry will be talking about it online, and LinkedIn is a great place for you to add your two cents about the announcement, whether it’s a simple sharing of a news article, a comment on someone else’s post about the news or a post containing your thoughts on the matter.

Engaging with Others’ Content

As with other social media platforms, one of the main features of LinkedIn is connecting with other people. Your LinkedIn timeline will likely be filled with posts, articles and news that your past and present colleagues and industry contacts have shared, so why not scroll through once a day to check in on the online chatter? LinkedIn allows users to like, comment on and share posts, so if something resonates with you or sparks your interest, giving it a like or leaving a comment is never a bad thing – plus, if it’s from a contact, the engagement will perhaps create a dialogue that leads to business opportunities. Win-win.

Publishing Your Own Articles

If you aspire to be a thought leader within your industry, then LinkedIn is the perfect platform for sharing your insights. Be it career advice, your take on trends or a deeply researched piece, writing and posting an article on LinkedIn is a great way for your voice to be heard and shared. If you’re unsure of the calibre of your writing skills, have a trusted friend or co-worker read over your piece, or – if you’d really like to beef up your LinkedIn profile and following – engage a content management team who can work with you to develop and execute content ideas.

Need a hand with your social media appearance? Drop us a note at hello@mutant.com.sg 

How to get the most out of your relationship with your marketing agency

A client-agency relationship is more than just a business transaction. It takes more than charismatic account management and savvy sales pitches to make the relationship really work. What many agencies and clients miss, is in the on boarding process– from the business objectives to the culture. Here are 5 key points to help you kick-start an awesome partnership with your marketing agency:

Invest some time

Given that you’re trusting this agency with the reputation of your brand, you need to feel confident about the ability and reputation of the team. Plus,  actually getting on well with the people you’re dealing with has a huge impact on your relationship – so don’t be afraid to explore the company culture, values and, of course, technical expertise. Developing authentic, trusted connections with your customers is at the heart of marketing; similarly, you need to feel confident in your relationship with your agency. The best way to do this? Invest some time when it comes to finding out a little bit more about the agency, whether it be heading over for a lengthy chemistry meeting, going out to lunch or arranging a happy hour.

Agree to a communication plan

At the start of any new client relationship, a communication plan should be mutually agreed upon from day one. 

Some tips to consider when agreeing to a clear communication plan:

  • How often and how you’ll catch up, whether it’s in person or over a call
  • Your point of contact – Knowing exactly who your liaison is saves a lot of time and effort when you’re in need of a prompt  response
  • The agreed goals and objectives for your business and what you expect from your agency.
Set measurable key performance indicators (KPIs)

In order to keep up with and evaluate the performance of your campaigns, your agency will need to provide you with specific metrics against which to benchmark success. These should be based on business goals and expectations that were set out at the very beginning of your relationship. Reviewing them thoroughly will allow for greater productivity moving forward, and will also signal when there needs to be a change in strategic direction as well.

Make your meetings count

No matter how often or seldom your meetings occur,  preparation will enable you to get the most value from your meetings with your agency and negate the need for continuous threads of emails or calls outside your regular meetings.

Tips:

  • Agree upon an agenda before each meeting. This will give you the opportunity to include topics that are a priority
  • Have objectives clearly defined before the meeting
  • Ensure all relevant people are present to allow decisions to be made
Make the most of your agency’s expertise

You know your brand and industry the best. Similarly, your agency will know the latest developments and technologies in their industry best. In order to optimise your campaigns, they should be able to anticipate twists and turns, and should have the ability to adapt quickly when things don’t go as first planned or when new opportunities arise.

Your agency should always work according to your agreed plan and scope, but flexibility is crucial to the success of your campaign performance. Not only does this benefit your outcome, but its encourages your trust in them to be able to deliver on outcomes that matter to you.

At the end of the day, your agency contains a wealth of knowledge and expertise, so use it! Explore all the ways you can learn from them;  whether it’s downloading guides, reading their blog or regular newsletter or simply asking questions your agency can help you grow your own skill set.

Want to talk more about how an agency of experts could help your business? Drop us a line at hello@mutant.com.sg

4 PR Takeaways from the Winter Olympics 2018

The frozen mountains of South Korea have seen much action over the last two weeks, as Olympians brave the freezing temperatures and unforgiving landscapes to bring glory to their countries. As the 2018 Winter Olympics draws to a close, here’s a few PR lessons to consider:

Relatability is key

Brands should take a page out of teen virtuoso Chloe Kim’s book- even in the middle of competition, the Olympic gold medalist shamelessly tweeted about her dog, being “hangry” and her eyeliner. Her sincere and heartfelt posts won over netizens, making her one of the most popular athletes in the 2018 Winter Olympics.

While we don’t suggest that your brand blog about everything under the sun, it is necessary to speak the language of consumers. Chloe Kim became everyone’s best friend almost overnight because she came across as a regular teenage girl to her peers despite being an accomplished athlete. Similarly, your brand should engage with your target audience in a way that feels authentic, relatable and honest. Speak the language of your consumers, and encourage two-way dialogue wherever possible.

Switch things up

Historically, figure skating costumes have been always been gendered. This year, Hungary’s Ivett Toth, France’s Maé-Bérénice Méité and Latvia’s Diana Nikitina were amongst the few women skaters who challenged status quo by ditching the usual skirts and dresses in favour of embellished bodysuits. Ivett Toth’s leather-and-AC/DC routine made her an instant internet sensation.

Similarly, the PR industry has undergone massive changes in the past century. Digital disruption and the emergence of a new generation that perpetually lives online presents a new set of challenges to brands. To keep things fresh and interesting, your business must come up with unexplored ways of reaching out to potential consumers. Amp up your communication game by daring to go where your competitors have not ventured before — and, your customers are bound to sit up and take notice of you.

When the spotlight is on you, shine

For two weeks, South Korea had the world’s undivided attention as top political leaders, elite athletes, tourists and journalists congregated in PyeongChang to experience the 2018 Winter Olympics. While South Korea has consistently engaged in a display of “soft power”, courting the international community with entertainment and technology,  the last few years have been focused on their diplomatic squabbles with neighbour North Korea. The success of the Winter Olympics will not only bring long-term economic prosperity to South Korea, but will also give the country a chance to shift its narrative from disgruntled neighbour and producer of K-Pop to an influential player in the international community.

If your business is thrust into the limelight, even unexpectedly- do not shy away from the opportunity to take control of your narrative and create goodwill. Embrace the attention and use it as a springboard to propel your brand to the forefront of your consumers minds’.

Don’t talk unless you have your facts in place

Recovering from a massive “foot-in-the-mouth” moment is much harder in the age of technology and social media and is likely to set you back by a few millions in damage control. American Broadcasting Network NBC is still reeling from their coverage of the Winter Olympics, where a supposed “expert” on Asia made insensitive remarks about the Japanese occupation of Korea. After angry netizens swooped in, NBC was forced to fire the commentator, apologised to the organising committee and read their apology on-air.

The internet has the memory of an elephant and little mistakes can be blown out of proportion. A single gaffe could cost you heavily, which is why it is wiser to subject public statements to several rounds of editing before they are sent out. An embarrassing typo or a glaring factual error could end up as internet fodder, propelling your brand to infamy if you aren’t careful enough.

Want to speak more about your PR campaign or media training? Drop a note at hello@mutant.com.sg

How to determine marketing priorities as a tech startup

As a tech startup owner, you’re faced with a multitude of challenges and anxieties as you think of ways to grow your business. Budgeting, resourcing, manpower, business development are all high up on the list, but so is marketing, which often doesn’t get the due it deserves. That’s because startups don’t know where to begin and have trouble identifying key priorities. And we get it — with so many options and so much jargon thrown around, it can be a confusing.

Take a step back, breathe and focus on one thing at a time. Here’s a few tips to help you determine your marketing priorities:

Audience group

Get the ball rolling by identifying your target audience. What are you trying to sell and who is it for? Do you have a brand voice in place? If not, focus on concurrently establishing your brand voice.

Whatever your end product or service is, defining your audience group allows you to identify the best marketing and media channels allowing for a more streamlined marketing strategy. For example, if you’re in the business of developing a payroll system, consider channeling your funds towards platforms such as LinkedIn and Twitter for your digital marketing, instead of consumer-facing platforms such as Instagram and Facebook.

Budget

Here comes the word that no startup owner wants to hear – budget. As a startup running on a lean budget, every dollar counts, but that doesn’t mean compromising on marketing. Expensive marketing doesn’t necessarily equate to good marketing and vice-versa.  Relying solely on your product attributes sounds idyllic, but more often than not, it isn’t enough.

We’re living in a digital age and this means you should take advantage of online channels and social media – after all, it’s free to use and easy to set up. Also, explore other avenues such as user-generated content, blogs and white-papers instead of spending money on advertising.

Define outcomes

Every marketing campaign has to have clearly defined outcomes and objectives. To do that, you need to identify where your company sits in the growth cycle.  If it’s still early days, brand awareness and data generation should be part of your KPIs. The data you acquire from these efforts will help define future campaigns too.

However, if you’re startup has taken off beyond the brand awareness stage, you should focus on ramping up sales and building a lead gen pipeline, meaning it’s time to reassess your marketing priorities and make necessary shifts.   
For B2B brands this means focusing on content marketing, while consumer-facing startups may consider giveaways and social media flash deals to excite their consumers. User-generated content is a great way to create buzz around your brand — not only is it free, it also considerably improves brand engagement.

Suggested reads:

If you need help getting started with your marketing priorities, drop us a note at hello@mutant.com.sg 

How to Millennial-Proof your Content Marketing

Millennials are often described as confident, liberal, lazy and even indecisive. But, now more than ever, this generation of 18-34-year-olds is recognised for their spending power, which is predicted to reach about $1.4 trillion annually in 2020. No surprise then that every brand wants to catch this generation. But getting and holding their attention is no small feat – especially when it comes to online behaviour. Millennials react differently to trigger points because of the overwhelming presence of technology in their lives (think Snapchat and Instagram). It also makes them the most informed generation!

Effective content marketing starts with a great storyline, so in order to connect with this generation, you need to find a story to tell. So how does one intrigue this bunch and hold their attention?

Here are five tactics that can help with your Millennial content marketing:

Don’t curate, create original content

Creating original content gives your brand unique value online. Initiate the conversation! Original content, in the form of an e-book, infographics or blogs, also works exceedingly well as a lead gen tool, especially to drive traffic to your landing page. Better still – Google loves original content especially if it’s useful and SEO (Search Engine Optimisation) friendly!

Optimise content for social

Social is the new SEO, driving the most significant traffic back to brands. Invest a chunk of your marketing budget in optimising content for social platforms. Short captioned videos need to grab their attention in the first ten seconds. Make sure you keep it crisp, as Millennials don’t wait around to watch long and boring videos!

Lean on data

Using data to analyse the performance of your content can give you an insight into what kind of content potentially turns readers into customers. Use tools like Google Adwords keyword planner to help find relevant keyword phrases that people search for. It will help you to come up with exciting and relevant blog ideas. Similarly, use Google Analytics to track and measure whether your content resonated with your audience and how it performed.

Stick to authenticity

Millennials can spot an ad from a million miles away. So keep your communications, advertisements, and content as authentic as possible. Share real, actionable tips, be transparent in sharing and keep adjectives to a minimum. Most importantly, know your authentic voice and use it effectively to connect. Don’t just market to them.

Make it Insta-worthy

Each piece of content should be designed with Millennials in mind. Feature items that are instantly shareable – both in real life and online. Do also partner with key social media influencers (who breed authenticity) to help spread your story. Brands should prioritise influencer campaigns when marketing to Millennials. They relate to the authenticity of influencer content and prefer the no frills, real, up close and personal nature of the medium the influencers use. When creating content for Millennials, keep in mind what they value as well as where and how they consume content.

Like what you’ve read? Drop a note at hello@mutant.com.sg for a customised content marketing plan for your brand!