Manufacturing slips back into contraction as output and new orders decline
Aye up, it’s GS on Ai on PR: By Greg Simpson, founder of Press for Attention PR
Aye up, it’s GS on Ai on PR
Now, that’s what I call an initial effort! Which is nearly as HILARIOUS as the joke prompts I fed into ChatGPT this morning before I began this piece. I was even half tempted to let the mystery machine write some of this column as I am up against a deadline on a range of content from tequila and tax to insulated conservatory roofing and private investigators (I have a varied client portfolio). However, the chances of me risking that damage to my brand is tiny. Not because it would be particularly BAD in terms of how it sounded but because it would be perfectly mundane! That’s because it would not be ME and if you are a regular reader (hi mum), you would spot it a mile off and all of the equity I have created with a slew of pithy headlines, cheeky turns of phrase and crafty nods to regional dialects would be for the birds (or me ducks). On the shelf behind my desk is a HUGE jar of Marmite. NB: not a jar of yeast extract. It is unashamedly the Marmite brand because it serves to remind me to be myself, not “meh”-self. In a world where content can be squirted out of the Ai sausage machine with incredible speed, this extra special something is crucial because there is a secret ingredient in every prize winning product from an artisan and it is normally THEM. Imagine if you hired me to promote your business (go on, it’ll be fun and I’m pretty handy!). I can guarantee that within 5 minutes of us chatting about the business brand values I will be asking about YOU or about the founder, or the MD – I want to know the “face” of the business. That’s because I’m still a journalist at heart and us reporters think a little differently. Why? It comes down to a simple thing, people sell stories, not brands. Therefore, people should TELL stories, not brands. If I write “Virgin Atlantic” here, not one of you reading this just looked into the middle distance and thought “mmmm, Everyone Can Take On The World,” you thought about Richard Branson. Now might be a good time to remind you that I chaired a press conference for him a few years back, I might have mentioned that a few times! Now, in terms of global reach, his brand and profile might well be virgin on the ridiculous (sorry couldn’t resist) but to a journalist, he is still gold-dust. If the PR team wants to launch a new Virgin business, they have a word with Mr B. Now, he won’t be the person running the tactics and strategy (he’s a tad busy), but he will be the face and he will be at the press conference doing something cheeky and subversive. That’s his brand and by extension, Virgin’s. Today, I have 3 different clients to pitch across the property, financial and national business media. My opening line to my target reporters will not involve the business name whatsoever. It will lead with the relevant person to that audience from within those businesses and explain why they are relevant as much as the story angle. Try this little exercise. PR: “Would you like to hear from a business that installs conservatory roofing?” Journo: “Err…no.” PR: “Sorry, would you like to hear from a family firm that began 10 years ago at a kitchen table and now employs 124 people?” Journo: “Go on then.” NB: reporters rarely gush with excitement when pitched. Or what about this: Journo: “Looking for an expert on security from cyber and physical theft in the corporate world.” PR: I have ACME Ltd who are really good at this. They have X locations around the world.” Journo: *tumbleweed PR: Their expert on this used to be in the Royal Grenadiers.” Journo: The ones with the hats?” PR: Yes, the ones with the hats. Journo: Ping it over. Ai can be hugely effective if you struggle to get anything out there content wise or even as a starter for 10 but please remember, your secret sauce when it comes to branding, PR and getting noticed is not more sauce, it is more oomph. The world is getting noisier as content becomes easier but if you are going to be heard, sometimes it takes a whisper in the right ear. 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. See this column in the May edition of East Midlands Business Link Magazine here.Clowes Developments raise over £2,000 at ‘ProperTee’ charity golf day for Derbyshire Mind
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Phenna Group makes third ecological sector acquisition
Amazon to create new multi-million-pound fulfilment centre in Northampton
Neil Travis, Amazon’s regional director, told the BBC: “The East Midlands is an important region for Amazon, with more than 6,000 small and medium-sized enterprise selling partners, and I am delighted to confirm our ongoing commitment with this £500m investment in a new, state-of-the-art fulfilment centre in Northampton.
“Amazon continues to invest in our buildings and innovative technology to provide our people with some of the most advanced workplaces of their kind in the world, ensuring their wellbeing while delivering for our customers.”
PJ Thory and Gemmix make quarry and concrete site acquisitions
East Midlands recipients of The King’s Awards for Enterprise revealed
“I wish them every success and commend the invaluable contributions they make to communities both at home and overseas, helping to grow the UK economy.”
The recipients from the East Midlands include: INNOVATION Halo Solutions Ltd – Nottinghamshire – Lifesaving software invented by counter-terrorism police officer, motivated to help after Manchester Arena bombing. Hygienex trading as HSG UK – Derbyshire – HSG’s revolutionary washroom innovation technologies significantly reduce water consumption, save money and improve the environment. Whitehouse Construction Co. Ltd – Derbyshire – A flood resistant door and gasket for domestic properties, providing a passive defence against water. Winbro Group Technologies Ltd – Leicestershire – High performance, flexible manufacturing system for machining; Turbine Blades, Hydrogen Fuel-Cells, Semiconductor and Medical parts. Zeeko Limited – Leicestershire – Innovative process and product range enhancing the established business and offering growth and diversification opportunities. INTERNATIONAL TRADE CMS Cepcor Ltd – Leicestershire – The leading supplier of aftermarket parts to crushing operations around the world. Devol Kitchens Ltd – Leicestershire – Beautifully made furniture and accessories designed and crafted in Britain. Doff Portland Limited – Nottinghamshire – Sale of environmentally responsible horticultural products to European hobby gardeners, and the agricultural sector. Global Brands Limited – Derbyshire – The leading independent producer and creators of remarkable, tasty liquids, enjoyed around the world. Halliday Lighting Limited – Nottinghamshire – Experts in exterior lighting solutions internationally for sports, ports, airports, and industrial applications. Heraeus Electro-Nite (UK) Ltd – Derbyshire – Global leader in the development and supply of measurement technology for the steel industry. Learn Well Trading Limited – Rutland – Delivering the best kind of open-ended, child-led, play-based learning, into homes and classrooms worldwide. Matrix Corp. Pvt Limited – Northamptonshire – Provider of high-purity non-ferrous recycled metals to customers in Asia, Europe, and the Middle East. McGhee Investments Ltd – Derbyshire – Global specialists in the controlled manufacture, machining, recycling, testing and distribution of graphite products. NMS International Group Ltd – Leicestershire – NMS manages complex projects in difficult places. United Cast Bar (UK) – Derbyshire – Global leader in the production and international supply of continuous cast iron bar. Wrendale Designs Ltd – Lincolnshire – Leading supplier of beautiful quality design-led giftware featuring characterful illustrations inspired by the natural world. Zeeko Limited – Leicestershire – Zeeko continues to increase exports of its optical manufacturing technologies to the world’s biggest companies. PROMOTING OPPORTUNITY (THROUGH SOCIAL MOBILITY) Rockleigh Ltd – Northamptonshire – Rockleigh Ltd is providing life-changing opportunities for marginalised people. SUSTAINABLE DEVELOPMENT ML Operations Ltd, trading as Midland Lead – Derbyshire – Sustainable manufacturer of recycled lead sheet – positively impacting on our team, community and environment. Commenting on the King’s Award, Halo Solutions founder and CEO Lloyd Major said: “Halo is in the business of protecting people and anywhere where the public gather, from train stations to football stadiums, festivals to universities and everywhere in between. It takes great communication and co-ordination of information and resources to keep the public safe at all times. The Halo system is the software that connects everything together to enhance public safety and security, which helps to protect everyone. “Winning the King’s Award for Enterprise is a stunning recognition of the hard work we do in this space as a British tech company, bringing innovative software to the operational environments that need it most. We have an amazing team who are dedicated and committed to public and crowd safety, enabling our clients to keep their public spaces, events and infrastructure safe and protected. “It was a fitting honour that Halo played a part in the safety and security aspects of the state funeral of Her Majesty Queen Elizabeth II and at the coronation of His Majesty King Charles III.” James Brand, Managing Director of United Cast Bar Foundries, said: “The team and I are over the moon. It is recognition for our continued product development and commitment to producing a high quality product that has enabled us to open new markets around the world and trade competitively internationally. “Having a King’s Award for Enterprise gives us a further platform to develop and grow the business internationally. There are exciting times ahead for United Cast Bar.” HSG founder and Managing Director Simon Rice said: “We are deeply honoured that our continued innovation in sustainable technologies has been recognised with The King’s Award. “This recognition demonstrates our ongoing commitment to reducing water wastage – enabling our customers to reduce their carbon footprint as well as saving them money and improving the washroom environment. “Although we are a relatively small company, we certainly punch above our weight in the industry and have some of the most prestigious venues in the country on our client portfolio. “It is therefore a huge honour to be able to display The King’s Award emblem on all our packaging and marketing materials and to fly the flag outside our offices in Pride Park.”