< Previous East Midlands Business Link www.eastmidlandsbusinesslink.co.uk PUBLIC RELATIONS According to my research, you better watch out. I am also reliably informed from my network of sources that you better not cry. Don’t even think about pouting. The reason for these tips? Simple, Santa Claus is on a deadline. Of course, being a diligent type, he’s making a list and doubtless will be checking it twice. Clearly, this will then help him discover who’s been naughty or nice Because as you might have realised, Santa Claus is on a deadline. Now, deconstruction of favourite Christmas tunes aside, which list do you think you’d be on if you were really honest about the way you pitch the media and deal with reporters? That is assuming that you do actually do this of course. I realise that to many people, the very notion of “reaching out” to the media is genuinely add value to the reporter and their audience/s? If so, there is a win/win. 3. Learn what they want Not every reporter works to the same deadlines and many work for a huge range of different titles. Some will only want exclusives, some want quick comments. 4. Check how they want to be pitched Twitter/X is a goldmine for this. Most reporters prefer an email NOT a phone call. Some prefer a DM and will openly ask for them having opened them for a pitching window. 5. Answer the question/be useful Journalists are not there to advertise your business or build your profile, they are there to entertain, educate and inform their audience. Help them do that and you will do well. Greg Simpson, founder of Press for Attention PR, helps you prepare to pitch the media. right up there with sticking pins in their eyes or watching another HILARIOUS episode of “Mrs Brown’s Boys” whilst forcing down another mince pie. However, for those brave souls who might be planning to pitch the media as part of their marketing new year’s resolutions, or for anyone who might need a refresher after a “challenging” year of less than stellar pitching, here’s how to make the Nice list and avoid the Naughty list. 1. Have a list Stands to reason, right? There’s no point attempting to run a PR campaign, even if it is just a one-off, without a target list of IDEAL reporters/media that your audience follows. 2. Check that list (more than twice) Just because it is ideal to you does not mean you are ideal to them. Can you www.eastmidlandsbusinesslink.co.uk East Midlands Business Link PUBLIC RELATIONS 6. Don’t try and wangle the angle There’s a fine line between opportunism and just being…well, you know. If a reporter is seeking comment on X, don’t pitch them Y. If they want to hear about NEW products, don’t pitch them something old or that has been out a few months. NEWs - the clue is in the word. 7. Check the requirements If the reporter says that they NEED a case study or stats, it isn’t a whim, it is a prerequisite. Don’t waste their time pitching your angle if you can’t meet their needs. 8. Meet the deadline Nothing will irritate a reporter more than uncovering a great story or handy comment and then being delayed by dawdling from the business. Be sure that you CAN meet the deadline and the wordcount BEFORE you promise you can. 9. Picture the scene A lot of media opportunities will at least need a “head shot” of the person quoted. Make sure you have some professional pics that are high resolution and don’t lurk under a whacking great company logo. You can send the logo pic (worth a crack) but always have the safe back up. PS don’t send a pic of you on holiday or cropped from a group shot. We can tell. 10. Don’t b*gger off Be available in case the reporter needs extra info. Sometimes it is just clarification or they might want more from you. If they get your “out of office” reply or go to your voicemail it is highly likely they will move on. If you are around but ONLY for them, make that clear when you pitch. So, looking at those tips, which list would you be on if you assessed yourself on your efforts in 2023 or if you were thinking about pitching the media in 2024? If you need a hand getting on the Nice list, just leave a mince pie and a glass of something nice in my inbox. A former business journalist, Greg Simpson is the author of The Small Business Guide to PR and has been recognised as one of the UK’s top 5 PR consultants, having set up Press for Attention PR in 2008. He has worked for FTSE 100 firms, charities and start-ups and conducted press conferences with Sir Richard Branson and James Caan. His background ensures a deep understanding of every facet of a successful PR campaign – from a journalist’s, client’s, and consultant’s perspective. East Midlands Business Link www.eastmidlandsbusinesslink.co.uk CORPORATE HOSPITALITY With the 2023 year coming to an end, you may be looking toward hosting conferences or events in 2024. Here’s how to get started. W hen it comes to putting together a top-notch conference, whether it’s setting up a yearly company kick-off or getting top industry talent in one room for a chat, the key to the event lies in figuring out what you want this event to achieve. Especially prescient for larger scale events, organisers must be clear on the primary message of your conference. It may help to come up with an overarching theme for the event, which sums up the reason for getting together. This should be catchy, relatable, and something that is relevant to the industry in the moment. Instead of the clinical sounding “Boosting efficiency through teamwork,” try colloquialising it as “Teamwork Makes the Dream Work”. This theme isn’t just a fancy slogan; it also provides a guiding light when organising the event, from logos to social media tags and all the printed paraphernalia. It may sound cliché, but there’s a reason governments still use slogans like this at elections, and it’s because they work on a grand scale. Laying this groundwork can also help to streamline your budget, and target spending where it would be most beneficial. Having a cohesive theme not only makes your event stand out from the crowd but also means understanding and marketing the benefits to those who Organising an effective and enjoyable conference Organising an effective and enjoyable conference www.eastmidlandsbusinesslink.co.uk East Midlands Business Link CORPORATE HOSPITALITY are coming. Attendees want to make sure they are investing their time wisely and will receive genuine benefit. In essence, a successful conference hinges on a clear vision and purpose, setting it apart as a must-attend experience delivering substantial value to participants. In the wake of the pivotal lessons learned from the disruption to in-person communications of 2020 and 2021, the essence of leveraging technology as a linchpin for the success of conferences and events has become indisputably clear. As event organisation must continue to evolve with the times, it remains paramount to consider all available methods of delivery. Whilst the default may still be to deliver a live conference, virtual and hybrid options remain worthy of discussion, particularly when catering to international clients. Events are now typically hybrid in some form, which, when considered as an opportunity, allows for a diverse range of offerings, accessible to all. Consider the ability to host overseas speakers, market the event to those unable to attend, and provide take-home material via a link to recordings. Awareness of effective use of virtual communication can be harnessed to create a truly unique experience. Moreover, awareness of technological tools can aid within the preparatory phase, boosting efficiency. Cohesive teamwork and clearly delineated task loads can be fostered through robust communication channels. Tools like Asana and Microsoft Loop exemplify this, enabling effective project management. However, the litmus test arrives at the event itself—ensuring impeccable platforms and technology from registration through participation is crucial. If one is to market based upon technological utilisation, the efficacy of the conference hinges upon a glitch-free technological experience. Contrary to many gatherings, the primary aim of a conference isn’t solely centred on amassing financial gains. Instead, the value lies in the experience in and of itself. Therefore, budgets must be allocated towards robust recording and sound systems, online marketing and websites, and any virtual resources provided to attendees. Whilst profitability isn’t the sole focus, achieving a favourable Return on Investment (ROI) remains a pivotal aspiration. In essence, a conference event needs to be considered as a strategic endeavour geared toward amalgamating technological prowess, organizational finesse, and prudent resource management to generate substantial value without veering into financial loss. As the event organiser, it’s highly unlikely that you’ll be steering the entire ship solo. Rallying a dedicated team is the secret to navigating the multifaceted realms of planning, negotiations, and promotion. Firstly, the Planning Team – the powerhouse behind securing the conference venue, accommodations, activities, and ensuring the catering dazzles attendees’ taste buds. They must be followed by the Administration Team, managing the financial wizardry of budgeting, attendee registration, and ticket sales. Once you have the backbone sorted, you’ll need some marketers to liaise with media, craft eye- catching promotional material, and deftly steer the conference’s online presence across websites, blogs, and social media © stock.adobe.com/ kasto 44 Á East Midlands Business Link www.eastmidlandsbusinesslink.co.uk CORPORATE HOSPITALITY platforms. Marketers can also be useful in securing event sponsors if required. Efficient offline promotion demands a high-quality conference booklet flaunting the agenda and a conspicuous link to the event website or ticketing platform. Online avenues, even on a shoestring budget, offer a myriad of promotional opportunities. Harness the power of social media platforms like Facebook, LinkedIn, and Twitter, aligning with your target audience’s preferences. Engage with relevant forums frequented by potential attendees, leveraging spaces like tech-centric communities for tailored promotion. Amplify visibility through personal blogs, press releases, and the strategic use of hashtags on social media. A catchy hashtag can be a powerful ally, providing a cohesive link across promotional posts. Marketers should harness the influence of speakers by encouraging them to promote the conference among their followers. Leveraging their existing audience enhances exposure to individuals already inclined towards their expertise. Finally, the event will require some on- site volunteers who ensure the smooth sailing of on-site activities on the big day. Volunteers provide an important “company face” and shouldn’t be overlooked. The final step in organising your conference is determining ticket prices. Determining the right fee structure becomes a pivotal decision when attendance isn’t complimentary. Striking a balance is key: fees should cover costs without deterring potential attendees. One approach involves adopting a tiered payment system, accommodating various career levels, such as students, with reduced fees. Furthermore, if your event utilises speakers and other activities, create a tiered ticket system to include some or all your offerings. The key takeaway when organising a conference is to do your research. Identify trending topics within your industry to get people interested, research the best way of delivering the event (whether live, virtual, or both) and the best methods of doing so. Harness the best talent within your organisation for running the event and finally, understand how people within the industry consume news and market the event via these channels. This level of preparedness is sure to create a streamlined, fuss-free event which will get everyone talking. © stock.adobe.com/Monkey Businesswww.eastmidlandsbusinesslink.co.uk East Midlands Business Link HEALTH AND SAFETY According to research, 1 in 10 workers will experience work related mental health struggles, 10 times more common than chemical exposure, and almost 9 times more often than head injuries. G iven most people’s first idea of a workplace injury is a slipped disc or broken wrist, these findings warrant scrutiny by businesses. Experts are advising employers to reassess mental health provisions for employees, to be in line with sickness benefits. It is also a cause for workplaces and workers alike to consider business and personal disability insurance, and whether they are covered for mental illness. Studies have determined that the risk to mental health is in line with the expanding tertiary sector, where employees increasingly rely on cognitive reasoning, as opposed to physical ability to do their jobs. Considering this, it is within a company’s best interest to prioritise and protect mental wellbeing. To tackle this growing issue, experts recommend that employers focus on creating an open culture regarding mental health issues, in which employees feel comfortable discussing periods of Mind as well as body 46 Á © stock.adobe.com/doidam10 East Midlands Business Link www.eastmidlandsbusinesslink.co.uk HEALTH AND SAFETY distress. Creating the ability for frank and honest conversation with one’s line manager about the issue, and available resources should be a paramount concern. A growingly popular example of resources for workers is the offering of a free course of therapy sessions. The studies have also highlighted that the inclusion of mental health coverage within workers’ compensation insurance should be a paramount concern. Current protocols often render it exceedingly challenging to initiate a workers’ compensation claim for mental health- related issues, unlike the more straightforward process for physical injuries that secure medical attention and wage compensation. Advocates stress the necessity for employees to seek legal counsel to explore the extent of available benefits. Notably, should a worker experience mental health challenges stemming from a physical injury, a seasoned workers’ compensation attorney can append a supplementary claim to the primary injury case. Moreover, if a mental health condition traces its origins to a specific workplace incident, individuals might qualify for additional benefits. Yet, whilst some things change, others appear to stay the same, both for better and for worse. 2022 research conducted by the UK Health Security Agency (HSA) showed that, in a notable decline, the recorded work-related fatalities have hit a historic low, marking a significant milestone since the establishment of the HSA back in 1989, with only 28 reported deaths. Although these numbers have exhibited volatility, contrasting with the 38 fatalities in the preceding year of 2021, they align with the consistent long- term trend pointing downward. Startlingly, the sectors of agriculture, forestry, and fishing constituted half of these 28 fatalities, revealing a disproportionate representation of older male farmers among the deceased. Statistics unveiled that nearly three- quarters of the individuals who tragically lost their lives were aged 55 or above. A www.eastmidlandsbusinesslink.co.uk East Midlands Business Link HEALTH AND SAFETY noteworthy detail arises in the fact that eight out of the nine individuals over 65 years old who passed away were engaged in agriculture, forestry, and fishing. Contrarily, while construction has shown an improved safety record, seven fatalities occurred within the industry in the previous year. The overall trend does paint an optimistic picture. In 1998, the fatality rate stood at 3.8 per 100,000 workers, a figure that dramatically plummeted to just one last year. However, examining specific sectors, the statistics reveal a varied landscape. Construction boasts a fatality rate per 100,000 workers a mere quarter of what it was 25 years ago, a substantial improvement, while agriculture remains largely unchanged in this aspect. These figures underscore the sectoral disparities in workplace safety, highlighting both achievements and areas that necessitate further attention and improvement. Given the escalating injuries and fatalities observed predominantly among older, self-employed men engaged in manual labour, there is an obvious necessity for targeted interventions within this specific demographic. Despite registering the lowest count of fatal incidents, 28 individuals tragically lost their lives in 2022 due to preventable work-related incidents—an improvement on record, yet a sobering reality highlighting the critical need for continued vigilance. The HSA report pointed to the positive impact of the advisory committee on construction, attributing increased safety standards and notable transformations in managing construction sites to its existence. These resulted in visible improvements, like controlled site access through safety passes, reinforced perimeters, and the shift from precarious ladders to safer scaffolding. However, challenges persist, primarily among smaller companies attempting shortcuts, emphasizing the importance of sustained efforts to mitigate risks and enhance safety standards across the board. © stock.adobe.com/FlukyA year of motors East Midlands Business Link www.eastmidlandsbusinesslink.co.uk AUTOLINKAs 2023 comes to an end, we take a look at what’s coming in 2024. Mercedes-Benz CLE Coupé The latest in a long line of elegant class- defining coupés from Mercedes-Benz, the new CLE Coupé unites conceptual and technical attributes of both the C-Class and E-Class with its athletic, expressive design, dynamic driving experience and cutting-edge comfort, convenience and safety technologies. Initially the new CLE Coupé is available in AMG Line, AMG Line Premium, AMG Line Premium Plus and Premier Edition specifications. The range of powertrains includes four-cylinder and six-cylinder petrol engines and a four-cylinder diesel - all with mild-hybrid technology. A plug-in hybrid will follow at a later date. The new CLE Coupé is the second vehicle to utilise the third generation MBUX platform - after the new E-Class - which introduces new functions, services and interaction options including a new Android compatibility layer to allow the installation of selected third-party applications, and an enhanced implementation of the “Hey Mercedes” intelligent voice assistant. Skoda Superb The fourth generation of the Skoda Superb builds on the strengths of its 50 Á www.eastmidlandsbusinesslink.co.uk East Midlands Business Link AUTOLINKNext >