Partners PR

Is there a place for webinars in your marketing mix?

Partners PR — 27/07/2022

After more than two years of video calls, you could be forgiven for thinking that people have had enough of online meetings and are now craving and embracing face-to-face contact.

But with statistics telling us that 54% of B2B professionals watch webinars every week (Findstack, The Ultimate List of Webinar Statistics for 2022), it seems online workshops will be sticking around for a while longer as part of the marketing communications mix.

We’ve all (just about) mastered the technology, remembered to take ourselves off mute, found the chat box, figured out how to get into the right breakout room, and realised the time-saving benefits of attending workshops in our lunch hour.

So, if webinars are going to form part of your B2B marketing activity, here are some of the best ways to promote them and achieve maximum value.

How to promote a webinar

Start with the people you already know – and encourage them to promote the webinar to their contacts, too. Create a professional, branded email using widely available email building software, which makes it easy for attendees to book their place and to share the email with relevant contacts.

Make sure that your email grabs attention and gives people compelling reasons to attend. One of the great things about these email marketing platforms is that you can see who has opened your email, how many people have clicked on the registration page, and how many have signed up for your event.

You will encourage greater attendance by sending more than one email invitation. Create a timetable leading up to the event - and stick to it. Most email marketing software packages make it easy to automate email resends to recipients who haven’t opened the original invitation after a given period of time, which helps maximise attendee numbers.

How to promote a webinar on social media

Put together a content plan to promote the webinar across whichever social channels you use. It’s easy for messages to get lost in the ether, so you’ll need to strike a balance between posting often enough to get the message across without overloading people and tuning them out. This balance will be different on different channels.

As well as sharing information about the event with your personal network and company page followers, LinkedIn can add further value when it comes to promoting - and even hosting - your event. There are a number of tools you can use including event-specific content and posts, InMail, LinkedIn Events, and sponsored posts, which are effective in targeting specific people by job title, location, sector etc.

If you’re running a lot of events, it’s worth setting up an Eventbrite page, too, and using your wider marketing channels to encourage people to follow so that they are alerted whenever a new event is posted.

Using key media to promote your webinar

A professionally written, targeted press release gives you another channel for announcing your webinar and giving your target audience insights into why they should attend. The story can feature on your website as a focal point for social media activity, as well as being sent to relevant trade and regional media. Make sure there’s a link to the registration page on your landing page to capture sign ups.

The release should highlight the benefit of attendance and outline the main themes – but don’t give away the entire content in your press release, or nobody will sign up to find out more!

Use external channels to drive webinar attendance

Another way of boosting attendance is to consider a solus email, working with an industry magazine with a readership that is relevant to your presentation content. The benefits of this are that the email is seen to come from a trusted source, and niche B2B media outlets often have high numbers of relevant and engaged readers.

Combine your webinar with an exhibition

If you’re ready to take your presentation into the real world, you could consider running it as a seminar at or alongside an industry exhibition. We’re seeing strong numbers at the industry trade shows we’ve visited so far this year, and often the people you are targeting will be at the exhibition already, so it’s an easy decision to sign up and come along.

If there are no seminar slots available at the exhibition, you could book a meeting room at the exhibition centre away from the exhibition stands, and then use the methods discussed to encourage attendance. Alternatively, work with the event organisers and put yourself forward as a speaker at one of their seminars or exhibition panel events.

It’s ain’t over till it’s over

You will undoubtedly have people sign up who don’t log in and watch on the day. Or people who dip out to take a call during the workshop. That’s why it’s important to follow up soon afterwards with a link to watch again/watch online. This is also a perfect opportunity to direct your audience to your next piece of content – the next webinar in the series, or to more information on the topic you’ve covered.

Everything is content

So, you’ve delivered your event. Tick it off the list and move on to the next activity on your marketing plan, right? Wrong.

In preparing your presentation you have created a content goldmine, so make sure you get the most out of it. Often you or the presenter will have written a script for their presentation. With a bit of tweaking, this will make a great keyword-rich blog post and/or article for your next company newsletter.

You’ll no doubt have a few soundbites or key takeaways from the presentation, too. These can be packaged up into social posts, like these, and shared across social channels after the event to help drive traffic back to watch the webinar – in exchange for their email address, if that’s how you’ve set it up.

There are many ways to get online events working hard for your business and budget, and we’d be happy to chat if you’re planning a webinar, seminar, or workshop to help you make sure you get the most out of it.

Our team has spent the last three decades helping manufacturing and engineering businesses generate results from great communications, so if you’re looking to make an impact with your target audience the chances are we can help.

To find out more about how our PR, social media and digital marketing support can help you grow your business, give Partners director Karen Tinkler a call on 01904 610077.

A compelling case for case studies

Partners PR — 09/04/2020

Case studies have long been an integral part of marketing strategies and for good reason. When done well, they are the most powerful and cost-effective marketing tool there is out there to help tell your stories and give evidence of successes.

Unlike some marketing activities, which are gone in an instant, case studies have longevity. They also have many applications which helps reach wider audiences and can make your budget go further.

What is a case study?

Case studies are an in-depth review of something within a real-life context. They explain how a product or service has provided a solution to a problem. They help you demonstrate your product or service’s values as well as explaining what they do. You will usually include a third-party experience of your product or service, which adds credibility to your piece.

They should be a good mix of written and visual content that is easy to digest and there should be clearly defined user journeys that direct the reader to the next steps.

Sharing successes

Case studies are also a great way to document a successful experience and will provide information to give credibility for future projects. Give them to your sales team. They will instantly bring to life the work you do. It will give reassurance to prospective customers and illustrate your company’s capabilities.

Extending the reach

One of the many beauties of case studies is that they can be repurposed for many different uses. They can also be used within other marketing activities such as sales presentations, thought leadership pieces, or can be included in social media posts.

Put them on your website. in fact, put them on your home page. And then share. Then write a blog post about your case study (yes, that’s a thing too) and then share. Make a video. Make a video of your case study and then, yup, you guessed it, share away! Newsletters, e-shots, advertising, even email signatures, add a case study….and share!

Giving SEO a boost

To rank well your website needs good content above all else. Well written and structured case studies are great content that will not only help your websites SEO performance but also help your company’s reputation and to build trust with your potential clients. The content will also help potential clients find your business online.

To get the most out of your case studies you should have a clear strategy in place, know what keywords you want to target and be prepared to market them further than just putting them on your website before you even start creating them.

Delivering results

We know case studies work – we have had clients tell us that they have won new business on the back of case studies that have appeared in the media. The key to getting results from your case studies is to ensure they are well researched, expertly crafted, well targeted and distributed in the right places.

Getting started

If you’re looking for an effective marketing tool, with longevity and that is cost effective, then you should give case studies a whirl. Always aim for quality over quantity - a couple of really strong case studies will perform a lot better than lots of poor ones. And don’t forget to make them easy to share.

And if you need a hand with researching, crafting, repurposing or shouting about your case studies, then we are here to help. Give us a call on 01904 610077 and tell us about all the real-life successes you’ve been achieving.

York PR agency achieves Top 50 status

Partners PR — 19/11/2024

Partners PR has been ranked number 44 in the 2024 Prolific North Top 50 PR Agencies list. The rankings, which are based on financial data from Companies House and submissions from over 200 PR agencies across northern England, highlight Partners PR as the only York agency to make the top 50.

This recognition underlines Partners PR’s success in securing new clients, maintaining steady growth, and establishing itself as a high quality PR consultancy with over 35 years’ experience.

Monica Green, director and co-owner, said: “We are so proud to be ranked as one of the leading agencies in the north. Our rising in the rankings reflects our continued growth, our commitment to new and existing clients, and the hard work that everyone puts in. It’s a fabulous result for the team.”

Specialising in PR for the manufacturing, property and construction, professional services, and food processing sectors, the agency boasts an impressive portfolio.

Key services include helping businesses across the UK and beyond to use PR to grow, build value ahead of a sale or exit, attract and retain talent, and communicate effectively in a crisis.

The agency’s consistent climb in the Prolific North rankings is testament to its strategic growth and success, strengthening its position as a trusted communications partner in the region.

Tap into £5,000 of support for West Yorkshire businesses to boost growth

Partners PR — 31/07/2024

Are you ready to unlock your growth potential and take your business to the next level? If the answer is yes, then a carefully thought-out PR strategy could be just what you need.

To help get you started, Partners PR Directors, Karen Tinkler and Monica Green have been appointed as official coaches to the Good Growth Programme, which gives West Yorkshire businesses access to £5,000 worth of support for just £500 to give you a boost and help supercharge your PR strategy.

How can a PR strategy help grow my business?

In manufacturing, a well-crafted PR strategy can foster trust and credibility, supporting growth and profitability. It can help you build value in your business ahead of an exit or sale, and it can help you attract the talent you need to achieve your growth ambitions.

Through strategic media relations, thought leadership, and targeted communication campaigns, public relations helps to maintain your public image and boost exposure amongst your target demographics. Ultimately, this helps to highlight business successes, innovations, quality standards, and core values, to attract new clients, investors, or talent, as well as set you apart from your competitors, which is key in this fast-paced industry.

An effective PR strategy also includes crisis communications planning. This helps to safeguard your business reputation in the event of a crisis. Your reputation and what people say about your business in a crisis can have a big impact. So, whether it’s a product recall, social media backlash, cyber security breach, or a high-profile legal case, the need for an effective crisis communications strategy is integral to protecting your business reputation, controlling the narrative, and stopping the spread of misinformation.

What is the Good Growth Programme?

The Good Growth Programme provides access to expert support worth £5,000. Through the programme, we can help you kickstart a successful PR strategy, including crisis communications, media outreach, employer branding, and more.

The programme is government-funded and available to ambitious businesses in Bradford, Kirklees, Calderdale, Leeds, and Wakefield with a turnover between £0.5m and £10m.

To qualify for funding, businesses must have both the ambition and the opportunity to create jobs.

The programme is run by Oxford Innovation and the process starts with a simple online registration and the appointment of a Client Manager who will provide 1:1 support throughout the four-month programme.

You will then be asked to complete an online diagnostic tool to outline your company’s potential for growth and identify areas in which you could use support to sustain your long-term business plan. From there, you will be connected with a dedicated coach to get you started.

As coaches, Monica and Karen will provide bespoke, strategic PR and communications advice that support your overall business needs.

How can Partners PR help you?

Karen explains: “The Good Growth Programme gives you access to specialist consultants – or ‘coaches’ – working in different areas of business support. It’s designed to support you at a strategic level, so – for example – we could help you build a communications strategy for your business.

“The funding could also be used to develop a crisis communications plan – something we’re seeing increased demand for post-Covid, as businesses review or create risk management and business continuity plans.

“You may be launching a new product or moving into a new market and need publicity to help build awareness among potential new customers. Or you could simply be looking to map out a media relations strategy to help boost brand visibility and awareness in key markets. The Good Growth Programme can help fund all these things, so come and talk to us if there’s a communications gap in your business.”=

In addition to expert one-on-one bespoke business coaching, the Good Growth Programme offers access to five high-quality masterclass sessions covering essential topics for any business: marketing, people and skills, finance, net zero, and digitalisation. These sessions connect growing businesses with a network of like-minded business owners while providing expert insight on key business topics.

Sound good, where do I apply?

To find out more about the Good Growth Programme and/or to register an interest in participating, go to www.wygoodgrowth.co.uk. Alternatively, contact us and we’ll put you in touch with the right people.

Getting the message

Partners PR — 11/04/2022

Partners director Karen Tinkler spoke at a recent Made in Yorkshire Masterclass about finding your audience and shaping your message. Run jointly with Clarion Solicitors’ business development director Steve Crowe, and ROCOL marketing and communications manager Shaun Heys, the event focused on helping manufacturing businesses adopt a strategic, value-driven approach to sales and marketing.

Here are some of the insights Karen shared into understanding your audience and shaping your message.

Building real value

A lot of people see marketing and PR as “the fluffy bit” in the sales process. The part that’s difficult to measure. The truth is, keeping your business visible among the right people has clear bottom line benefits.

If you’re looking to grow, improving brand visibility and reputation has a valuable contribution to make. Take for example the lawyer who told me recently that in the sales of a well-known manufacturing business the acquiring company paid – in his view – well over the odds, because they saw real value in having that brand in their portfolio.

Being visible as a good employer and becoming known for being a great place to work can also help your business compete in the race for talent. And what is it that helps keep your business visible? Oh yes – PR and marketing.

My point is that, done well, PR and communications add value to your business in many ways. For it to work, it has to be strategic, focused, and well targeted.

How do I identify my target audience for PR and marketing?

A good sales strategy will identify the industries, sectors, and businesses you are targeting. The next link in the chain is to dig down and think about who is going to buy from you, who else influences the buying decision, and how you get in front of those people with messages that will resonate and encourage them to buy from you rather than someone else.

Walk in your customers' shoes

The first step is to spend some time in your prospective customers’ shoes. Think about who they are and what’s going on for them. This is where sales, marketing and PR teams can do great things together. Your sales team is out on the ground, meeting people, hearing why people want to buy – and why they don’t. They’ll be getting incredible insights into what’s going on for customers and the sector in general – what are the biggest challenges, the real pressures they are facing, the things that are keeping them awake at night, or stopping them doing their job as well as they could be.

Capture those insights. And then think about who else is involved in the buying process.

If you’re selling industrial lubricants for machine maintenance and your end user is an engineer who is measured on keeping machines running, their priority will be a product that is easy to apply, that does the job well, and lasts longer than others on the market so they can extend maintenance intervals.

But if you’re a purchasing manager who is measured on meeting strict budget targets, you’ll be less concerned about how easy the product is to apply and looking far more closely at the purse strings. Their ears may well prick up when you tell them that extending lubrication intervals on all their machines could save them £100k every year. They need to understand the bigger picture, the wider efficiency benefits and not just see your company name as a line and a number on an invoice.

Think about everyone who can have an impact on whether a company buys your product or service, and for every one of them, work through what will help – or hinder – them buying from you.

It’s not about the product

When people buy from you, it is not about the product. Here’s why. if I said: “Do you want to buy some PR?”, I think I know what the answer would be.

But I know that as the MD of a growing business, you are really struggling to recruit enough people, and the right people. And I know that being short staffed is causing you all kinds of pain. It’s pulling you into jobs you shouldn’t be doing. It’s stopping your business from growing. You’re having to deal with grumpy customers who can’t get hold of someone to talk to about their order.

What if I said to you that I can help you get more of the kind of people you want in your business? And what if I showed you how we’ve done that for other businesses like yours? Even if you didn’t sign up there and then for PR support, I think you would be more inclined to give me five minutes of your time to find out more.

That’s why it’s not about the product. For most manufacturing businesses, there are other products on the market that do what your products do. You have to find a different way to differentiate and demonstrate how you add genuine value.

What’s my message?

Once you’ve invested the time to really understand what your prospective customers’ pain points are, it’s time to start thinking about how you can help overcome them. And that’s the message you take to market.

Customers might say that they choose your business because you offer great customer service or technical support. And that’s fantastic. But what does ‘great technical support’ mean to them and how do you articulate that back out to the wider market? Dig deeper. Is it about having a real person on the end of a phone when they need to talk through a software issue on a CNC machine or help them choose the right product to maintain a bakery oven chain?

When you are really clear on where and how you add value for your existing customers, you can go and tell prospective customers how you can add value for them, too.

There are so many PR and marketing channels. Which ones should I use?

So often we see companies approached by people from websites and magazines asking them to spend money. They’ll bombard you with the numbers of website hits they get each month, or the number of subscribers to their publication. Or they’ll sell you a fantastic deal, “only £100”. But if those two million subscribers aren’t the people you need to reach, then there is absolutely no point wasting your money, not to mention your time and effort putting together content that isn’t reaching the people who matter.

Go back to your strategy, your target customers, and your market insights. For example, once you know that 100 people every month are asking Google what anti seize does and how to apply it, you can come up with answers to those questions and post them in a well optimised blog post.

You might think that 100 searches a month isn’t very high. And by some standards, it isn’t. But as manufacturing businesses you’re not answering searches on how to make banana bread in lockdown. Many manufacturers are operating in much smaller niches, and if what you are saying is relevant to those 100 people, you could find yourself with new customers, or at the very least more of the right kind of people in the top of your sales funnel. Share the article on your social channels, and you might find yourself with even more.

One well-placed and well-targeted blog post, news story, opinion piece, or case study can be far more valuable than half a dozen cheap adverts or editorials saying the wrong things, in the wrong place.

How often should I communicate?

Frequency is less important. The key is consistency. Consistently saying the right things in places where the right people are looking will absolutely lead to the right kind of opportunities for your business.

Tell the stories of why your company and products are different, framed in the context of helping to solve their challenges, make their lives easier, save time or money, help them reduce their cost base, achieve greater efficiencies or machinery uptime. Tell these stories where you know they’ll be looking - online, on relevant social channels, at events or trade shows, in industry media. And tell them consistently, to keep your business and brand in front of the right people.

They won’t always need your products and services right now but, when they do, you want to be the company they turn to. If your competitors are the ones out there talking the talk, they’ll often be the ones who get the call. Even if they don’t do it well.

For PR and marketing to work for your business, my advice is to be focused, targeted, and consistent. Spend time on the groundwork, defining your audiences and shaping your messages. Get the right messages to the right people, and it will generate results. And if you need a hand, you know where we are.

Partners Group wins volunteering award

Partners PR — 08/07/2021

Employee-volunteering charity York Cares has given The Partners Group a Golden Moments award for being the first company to take part in a Team Challenge after lockdown.

The award was announced at a virtual event to celebrate the huge difference that employee-volunteers have made in the city over the past year.

Partners Director Monica Green was interviewed by BBC Radio York about the team challenge, which took place last August at Greenfields School and Community Garden on Haxby Road, York, where the team pruned fruit bushes, raked grass and litter picked.

Monica said: “The team challenge gave us the chance to bring the team together in a COVID-safe way whilst also helping the local community. We’ve supported York Cares since it was formed in 2006 and are always inspired by their work. They make it so easy for employers to enable their staff to volunteer their time and skills, and help individuals and communities in most need. It was wonderful to receive a Golden Moments award.”

18 Golden Moments awards in total were given to volunteers from Nestlé, boxxe, Aviva, York St. John University, Benenden Health, Joseph Rowntree Foundation (JRF), Joseph Rowntree Housing Trust, Joanne Thompson (FCCA), University of York, and City of York Council.

The event included a screening of a film featuring York Cares’ Big Community Challenge at Rowntree Park, which the Partners team was also involved in. Watch it here.

Business leaders Discuss Investment, Success and Tax Relief in Latest Editor's Pick

Partners PR — 21/07/2021

Watch this episode

Kicking off the second official Made in Yorkshire (MIY) episode of the Editor’s Pick, a bi-weekly LIVE stream from the Made in Group, Karen Tinkler - Director at the Partners Group sits down with three members to discuss their latest news.

Karen held an interesting and engaging discussion with like-minded business leaders Ian Thurley from Siddall & Hilton, Jo Young from Additive-X, and Kully Nijjar from Catax to chat about investment, success stories, and how manufacturers can qualify for Research and Development (R&D) tax relief.

Brand new from the Made in Group, The Editor’s Pick goes LIVE across the group’s social channels every first and third Wednesday of the month - streaming to over 30K followers. The aim of the 20-minute discussion is to engage members with the latest news in manufacturing, getting up to speed with what their fellow members have been up to.

Based in North Yorkshire, The Partners Group has been helping manufacturing and engineering businesses use PR and digital marketing to grow, attract staff, launch new products, and more. A lover of storytelling, this made it easier for Editor Karen Tinkler to pick three stand-out stories published to the Made in Yorkshire platform.

Long established manufacturers of welded wire mesh, Siddall & Hilton have aspirations of becoming world-class mesh manufacturers. Hand-picked by Karen to discuss on the stream, their story entails the company’s recent £2m investment in Mesh Welding Capabilities.

The largest investment made in 12 years, the new LGR102 welding machine is set to produce 100% of Siddall & Hilton’s industrial mesh product range. As a result of the investment, the firm will be creating up to 12 new jobs - great news for the West Yorkshire area. Ian Thurley, Chief Executive at Siddall, said:

“We purchased the machine from Austria - which has been a very straightforward process considering the restrictions due to COVID-19. They even supplied us with an engineer who has been by our side since April.

I would recommend to manufacturers that if you have funding and availability investing during a downturn has huge benefits. It means you can capitalize on growth when the economy returns, which has been our main aim”

Next up Karen spoke with Jo, Managing Director at Additive-X, discussing How Lush Revolutionised Product Development with the company. The leading additive manufacturer helped Lush find out how they could modernize their manufacturing ways. Previously hand-making molds, which could take several days, Lush now has the capability of 3D printing their molds thanks to Additive-X. Jo said:

“3D printing has an array of benefits from producing molds, like Lush, to prototyping for manufacturing - with positive impacts on time and cost savings across the board. In the past, we have really helped businesses make a difference in their processes - allowing them to print their own goods. In the past, we have helped the likes of the food industry gain the capability of printing their own grips for their lifting tools - which can be printed time and time again.

Lastly, Karen spoke with Kully from Catax, who has recently joined Made in Yorkshire as a patron. Also patrons for Made in the Midlands, Catax help manufacturers receive tax relief on their R&D projects - already working with many Made in Group members.

Karen wanted to find out more about how easy it is for manufacturers to find a claim in R&D, Kully said:

“Innovation leads to an R&D tax claim, it doesn’t have to be an advancement in science and technology by someone in a white lab coat. As long as businesses can demonstrate the “head-scratching moments” where they have tried something and it hasn't worked out there should be a claim. We are here to help businesses find their story and prove to HMRC that they have still made a level of advancement in the sector. Alongside writing the reports for this, we work with accountants to maximize tax relief”

Watch this episode

Hannah celebrates 25 years at Partners PR

Partners PR — 17/09/2025

Account Director Hannah Trinder is celebrating 25 years with Partners PR.

Hannah joined the York-based agency fresh from university in 2000 and hit the ground running, eager to master media relations and client support. She’s since grown into a trusted PR consultant and leader, shaping strategies and guiding campaigns for clients from manufacturing to professional services in Yorkshire and beyond.

Rising from a junior member of the team through to account director and people champion, she continues to play a vital role in shaping the agency's future. “The company, much like the industry, has grown and evolved so much over the years, but what hasn’t changed is our commitment to strong relationships,” Hannah says.

“When I started, our work was centred on traditional media relations; we carried out research in the library and physically posted press releases to news desks. Today, we support clients across a much broader range of communications, from digital channels to full communications strategies.”

Partners PR director, Karen Tinkler, who also celebrated 25 years at the company last year, says, “It has been fantastic to work alongside Hannah and see her role at Partners grow. Hannah has developed her skills and become a leader in our organisation. Not only is she loved by clients, but also by the rest of the team. Congratulations, Hannah, on a fantastic 25 years. We are looking forward to working with you for many years to come!”

When asked to reflect on her proudest achievement, Hannah points to the longevity of client relationships built over decades. “It’s a huge privilege to work alongside so many incredible businesses over many years and to be a modest part of their journey, helping them grow, adapt to changing markets and succeed. Knowing we’ve played a role in supporting them along the way, and seeing the difference we make, is one of the job’s biggest thrills,” she says.

“I love the variety, too. In the same week, I might be guiding a client through a sensitive reputational issue and then switching to a campaign that’s wildly creative and more light-hearted. That’s what keeps it fresh, even after all these years.”

Colleagues, too, have been central to Hannah’s experience. She has recently been appointed People Champion at Partners PR, a role focused on supporting the team, encouraging development and helping to maintain the collaborative culture that underpins the firm’s success.

“What I enjoy most about working here is the talented people,” Hannah adds. “I’ve been lucky to work with an amazing team and some truly inspiring businesses. After 25 years, I still find the work exciting and rewarding. The tools of the trade may have changed, but the importance of strong relationships and straight-talking advice remains the same.”

Partners Group appointed to raise Manufacturing analytics company FourJaw’s profile

Partners PR — 22/12/2022

FourJaw Manufacturing analytics has appointed The Partners Group to further raise its profile among UK manufacturers and increase the understanding and awareness machine monitoring can provide manufacturers of all sizes.

The Sheffield-based tech firm provides accessible and affordable plug and play machine monitoring that gives manufacturers real-time visibility of the efficiency of their factory floors. The cloud-based software combined with ‘plug and play’ hardware enables managers and machine operators to understand the top causes of machine downtime, the data insight, can then be used to make informed decisions to improve the current production processes resulting in increased productivity, capacity and profitability.

FourJaw is a spin-out from the University of Sheffield Advanced Manufacturing Research Centre (AMRC) and has grown significantly over the past two years. James Brook, Head of Marketing and Communications said, “We are very pleased to have The Partners Group on board to help raise our profile and shout about the benefits of FourJaw’s machine monitoring platform”.

“I appointed Partners Group based on their strong understanding of the manufacturing sector and felt they were ideally placed to help FourJaw on our mission to deliver accessible technology that empowers manufacturers to achieve their productivity potential. We have had some great results so far, including entering and being shortlisted at the Sheffield Business Awards and We look forward to what the future brings with Partners.”

Partners Group director Monica Green adds, “FourJaw is a game changer for the manufacturing sector and will help many businesses navigate the industry 4.0 age. We are excited to help get the brand and messaging out to manufacturers up and down the country.”

Investing in personal brand for business growth

Partners PR — 10/06/2024

In today’s digitally driven world, the phrase ‘personal branding’ has become more than just a buzzword. It’s a vital component to professional success and overall business growth.

In a fast-paced competitive industry, such as manufacturing, getting yourself heard can be difficult. Cultivating a strong personal brand can open the door for new opportunities, boost your credibility, and establish you as a thought leader in your sector.

Cherelle Jones Senior Account Manager at Partners PR is joined by Adam Bradley, Director at Corrosion Resistant Materials, and Luke Appleby, Director at Equilibrium Risk, as they delve into the benefits of creating and nurturing your personal brand to elevate your business.

What is personal branding?

Let’s start by looking at what personal branding is. Jeff Bezos is famously quoted as saying, “your brand is what people say about you when you’re not in the room,” and this applies as much to you as a person as it does to your business.

Luke summarises personal branding as “a powerful tool for building your professional reputation. It combines your skills, experiences, values, and personality traits to set you apart from others in your sector. Building a personal profile is about presenting yourself, defining what you stand for and showcasing your valuable sector insight.”

While for some it seems to come naturally, for many it can be daunting and stir up feelings of imposter syndrome. This can be uncomfortable, but it is important to remember that it’s perfectly natural. Statistics show that more than 75% of people in the workplace suffer from imposter syndrome, particularly within fast-paced environments such as manufacturing and engineering.

Luke is open about his battle with imposter syndrome but views it as healthy. “If you don’t have imposter syndrome, then you are not working hard enough. To progress, it’s important that you push yourself, so I think imposter syndrome should be seen as a positive thing because it means growth.

“The key is to stop overthinking it and remember you are the expert in your field. Your industry insight and opinions are not only valuable but unique.”

Adam agrees: “Sometimes, working on your personal brand will push you far out of your comfort zone, but it’s all worth it. It will only make you stronger.”

Building the foundations of your personal brand

So, how do you start building your personal profile? The first step is to identify your values. What makes you different from others in your field? What are your strengths, skills, and expertise? Defining these key points will help you identify your niche, and help you remain consistent.

Adam says: “The pandemic was a turning point for me, and the start of my personal branding journey. I attended a Steve Knapp online training course called Plan, Grow. This inspired me to utilise my knowledge and experience to help promote my company and grow.

“I started with LinkedIn, telling the story of what I was doing, and sharing industry insights. Then I started looking at networking and attended as many events as possible, both online and in person. This helped me to meet new people and build my connections.”

Online presence plays a crucial role. Identify which social media platforms will help you reach your target audience and start to maintain an active and professional profile.

Cherelle says: “For manufacturing businesses – and most B2B industries - LinkedIn is the most popular platform to share insights and establish yourself as a thought leader. It allows you to showcase your skills, experiences, and accomplishments to build credibility and boost exposure for both you and your company among like-minded people and perhaps even potential customers.

“Try different types of content to see what works for you and your audience. LinkedIn allows you to publish articles, create multimedia content, and participate in industry groups, which ultimately helps you to amplify your reach. “

Get out there

“It’s all about pushing yourself out of your comfort zone. Besides LinkedIn, I started attending as many networking events as possible to get out there, meet new people and make myself known,” says Adam.

While the thought of stepping into a room full of strangers can be daunting, networking helps you to connect with industry peers, potential customers, and suppliers to further boost your exposure.

Luke adds: “For a long time, I actively avoided networking opportunities but then I set myself a challenge. Now, I try to talk to the first person I see and strike up a meaningful conversation, which besides helping my profile, it helped me build my confidence.”

First, research what events are relevant to your industry, including conferences, seminars, and networking events. Second, start attending them. This will help you connect with people, build your connections, and open the door for new business opportunities.

It also helps to find professional associations and organisations related to your field. Again, besides offering networking opportunities, they are a great way to connect with people who share your goals and interests.

“Now, I have been involved in round table discussions, podcasts, panel events and I have been a guest speaker at several conferences,” Adam adds.

Remember, Rome wasn’t built in a day. Building a personal brand takes time and requires consistent effort and attention.

Cherelle says: “Be authentic, and stay true to your values, beliefs, and personality traits in everything you do. Being yourself will help you to form genuine connections with others, fostering a sense of trust that is essential for long-term relationships and overall business growth.”

Think about the impact of online engagement and interactions on your personal brand

Be sure to actively engage with your audiences, especially on social media. Take the time to respond to comments, messages, and enquiries in a timely and professional manner. By doing this you demonstrate that you value their input and opinions, which helps to build trust and loyalty.

It also helps to stay updated on industry trends, advancements, and best practices to maintain relevance and keep that competitive edge. Investing in professional development is key to enhancing your skills and expanding your knowledge base, which ultimately helps you to position yourself as a forward-thinking professional and evolve with industry landscapes.

Consistently working on your brand helps to boost your reputation, which can have a significant impact on your business bottom line. It helps to be mindful of your online reputation, including that of your company.

Your online reputation reflects perceptions of your company among your customers and can significantly impact your business success. Cherelle adds: “Be sure to monitor social media feeds and address any negative feedback or misinformation promptly. Often, it’s not the issue that defines you, it’s the way you deal with it that people remember.”

Think about PR to nurture your personal branding efforts

Having a PR strategy in place for your business can also help you to amplify your personal brand. Proactively managing your online reputation and nurturing an online presence that reflects your core values will help get your business stories heard and seen by the people that matter. It can also help you to boost and maintain both your and your company's reputation by placing you as a thought leader within your sector through consistent media coverage.

“Working on my personal brand and seeking PR opportunities put my company on the map,” says Adam.

Cherelle says: “A well-crafted personal profile can help to humanise your brand and boost overall exposure which is key to attracting new opportunities. When potential customers can connect a face with that story, too, they're more likely to engage.”

Adam adds: “This is a subject I love to talk about because it has helped me, and my company. My personal branding had a significant impact on business exposure. People know who we are and what we do, which has ultimately generated sales.

“I am now Vice Chair of the British Stainless-Steel Association (BSSA), and I have won a number of awards, including 42under42 and Business Person of the Year.”

Personal branding is not just a buzzword. It is a powerful tool for building your professional reputation, expanding your network, advancing your career and creating opportunities for the business you represent.

For help getting started, contact Partners PR on 01904 610077. With more than 35 years’ experience working with manufacturers, our PR masterminds can help you engage with your audience, and place your story in the hearts and minds of the people who matter the most to you and your business.

Time to refresh your website?

Partners PR — 28/07/2021

Just like your wardrobe, living space, or garden, it is important to give your website a regular 'spring clean’ to ensure it is performing well and in a way that reflects your company. There is no time like the present to review your website, channel Marie Kondo and ask ‘does this bring me joy?’

The online world is ever-changing. A digital faux-pas can dramatically affect your website’s user experience, searchability and ultimately reflect poorly on your business as a whole. Chances are your website is how many people will first encounter your company. So, how do you know whether it's time for a refresh?

The signs it is time for a website refresh

The best thing you can do, regularly, is to go onto your website as the intended user. Perhaps get someone who is not familiar with the site to do it and feedback – how was it? Was the site easy to use? Could you find what you wanted? Did you want to stay and find out more? A cluttered or messy user journey is going to affect engagement, Google rankings, and can reduce enquiry levels.

A big sign that your website needs a spring clean is if it is slow. Long loading times for pages and images are an instant deterrent to the user and may even cause frustration – not the emotion you might wish people to associate with you. It also dramatically affects your Google ranking. Google wants people to be happy with the results it gives them. Waiting 14 seconds to find out whether the site even offers what they need does not equate to an enjoyable user journey.

Perhaps your website is not getting the results you want. Time to remind yourself of your website goals and look at whether they are being met. Does it generate business? Is conversion steady? Is it a regular and accurate search find? Do you get repeat users? If the answers to any of these are negative, it is time to revamp.

Why websites need work

A website is an investment, where you get out what you put in. It needs to be looked after and managed correctly – and if it is, it brings you great rewards. You may have heard the phrase ‘Content is king’. Content is how you engage visitors, how you give back and show you are an authority and expert in your area. Content needs to be managed to give the correct impression and move with the times. Just imagine if you never updated your Facebook profile and people were led to believe the current version of you is your 2006 self. A horrific thought.

Aside from content, technology is forever evolving. The site may have incorrect foundations for what it, or indeed your business, has evolved into. This will dramatically affect its performance. There are factors external to your site that need to be checked and updated in site, such as general technological changes (such as Plugin updates) and new requirements, predominantly from Google, that affect visibility. The technology ‘back-end’ needs to be up to date for the front-end to do its job effectively.

So, how far do you go?

This all depends on the impact you want (the more you do, the bigger the impact should be) and how long it has been since your site was last given some real TLC. In order to know where to start, you will need to have an in-depth review and audit of your current website. Look at both the front and back end and see what works, on a technical, visual and business level. The key is to think long-term, research and plan. Take baby steps, it won’t happen overnight. If time or finances are tight, prioritise what needs to be done to get the site to a place that functions correctly against your key web goals. Traffic? Target your user experience and keywords. Conversion? Get that content up to date with a call to action.

Practising what we preach

Of course, we are not just here to tell you what to do – it applies to us just as much! When it came to giving our website a spring clean, we went all the way and built a new site. Our platform needed a core update and from audit and review, we realised the foundations needed updating to accommodate what we need now and in the future. We went right back to the drawing board and opted for a new design, new approach and a new offering, focusing on improved user journeys and lots of lovely content to keep visitors enthused and updated. Already it is generating enquiries, which shows we made the right decision.

So if you think your website no longer reflects your business, and it might be time for a site refresh, get in touch for a chat. We'll be happy to help.

How can Public Relations help manufacturing businesses?

Partners PR — 24/07/2023

There is an old saying: Advertising is what you pay for, and publicity is what you pray for. It can be tricky to understand how an effective Public Relations (PR) strategy can impact your bottom line but done correctly, it can be integral to both your overall marketing strategy and business growth.

How does it work?

When it comes to PR, many people have heard of the concept but don’t fully understand what it entails or the impact it can have on their business.

The definition of PR is strategic communication between a business and its audiences to maintain, cultivate and influence public perception.

The rise of digital platforms alongside traditional media outlets has made it significantly more challenging for manufacturers to cut through and be heard by their target audiences, which is why trust is now more important than ever. No other marketing campaign can build and maintain trust quite like PR, and a carefully executed plan will simultaneously boost exposure.

From launching a new product and being involved in prestigious projects, to simply celebrating business growth, it can be difficult to slow down and identify what is ‘newsworthy.’ A PR professional will help you do this and then take each story, and craft it strategically in a way that will resonate with your audience.

In addition to getting stories heard by the people that matter, a carefully implemented PR campaign will position your business as an industry leader within your target sectors and improve employee relations to boost overall morale and support future recruitment. It can also help build value in your company or attract potential buyers ahead of a business sale or exit.

In the unfortunate event of a crisis or emergency, your PR expert will work with you to implement a management plan to control the flow of information. Typically, this involves a combination of proactive and reactive measures to mitigate the negative impact and maintain trust and credibility.

Whilst PR can seem like a separate entity, it works in tandem with your existing marketing strategy. PR professionals often work with Search Engine Optimisation (SEO), social media, and other marketing tactics in mind to align with and strengthen your overall marketing strategy.

As with traditional marketing, there is no ‘one size fits all’ approach to PR. Depending on your overall objectives, some campaigns will generate faster results, whereas others may require a longer-term strategy. It helps to understand that from the very beginning, and your chosen PR expert will be able to guide you.

Choosing your PR expert

To execute a successful PR campaign, you will need a team of experts to help you. When building that team, you could decide to employ people in house or work with an external agency. Ultimately there is no right or wrong answer - it all comes down to business needs.

If you already have a marketing manager or a team of marketing professionals working in-house, you may want to recruit a PR professional to work alongside your existing team.

However, if you don’t have the time, expertise or resources to focus on PR in-house, you may choose to partner with an agency. Of course, with so many different agencies out there, finding the perfect one can be daunting, but it all comes down to experience, contacts, and knowledge.

Experience matters

The manufacturing and engineering sectors are each unique, and your PR activity must reflect this. Each campaign must be bespoke to your business, and your target audience. If you are looking at an agency, it helps to choose one that has experience in your specific sector and can demonstrate tangible results.

Although an agency may have tons of successful campaigns to showcase, if they don’t have experience in your sector, they may struggle to deliver the results that will impact your bottom line.

Take some time to research agencies with demonstratable experience, contacts, and insights within your sector. In addition, this could also prove to be a fantastic time-saver, as your chosen agency may have prior knowledge of your product and market and will be able to hit the ground running.

Partners PR has 35 years of experience and specialises in the manufacturing, engineering, food processing, building product and professional services sectors. Our experts always have a grasp on current affairs in those industries and work with you to craft strategic exposure for your business.

Whether it’s a one-off project or an ongoing campaign, the team at Partners knows PR inside out and understands the intricacies of the manufacturing and engineering industries. We will work flexibly with you to deliver the support you need to get your voice heard by the people who matter to you in your sector.

Talking the talk: why staff communication is essential for mergers and acquisitions

Partners PR — 20/01/2022

In a wholly unexpected consequence of the pandemic, mergers and acquisitions have become a hot topic. In early November 2021, the term “merger” hit 72% on Google’s Trends index, having skyrocketed to 96 in summer.

The trends are reflected in the state of the UK economy. According to the Office of National Statistics, the value of domestic mergers and acquisitions (MA) shot up to £10.6 billion – up by more than £6 billion compared to Q1.

Indeed, UK takeovers hit an all-time high in the first seven months of 2021, with names like the National Grid hitting the headlines. Reuters cited faster-than-predicted COVID recovery and reduced Brexit uncertainty as two contributing factors. But for all the optimism around this, M&As come with their fair share of perils.

The personnel risks of mergers and acquisitions
In a 2019 article on culture change, McKinsey notes the potential risks to staff during M&As. “Even small tactical changes, like new expenses policies or cafeteria options, can rattle employees.” While M&As can be exciting, they can also cause friction – staff may be concerned about job security or culture changes, while managers may struggle to motivate larger teams. So, where does communication come into all this?

Why you should plan employee communications for business acquisitions
A huge cultural change commands an effective communication plan. If you’re not sure what to include in your comms plan, consider how it will benefit your teams:

They will need to understand the change and how it impacts their job role
They will feel more engaged if they are involved in the process
You can anticipate concerns and reduce uncertainty around job security
You can prevent high staff turnover by fostering loyalty as you integrate different working cultures.

Planning your M&A comms: before the acquisition
Before the acquisition is announced, decide what needs to be communicated. Put yourself in your staff’s shoes: what will stay the same, and what will change? You should communicate immediate changes – even the bad news such as redundancies. Work with your HR teams to make sure you follow a fully compliant process with meetings and opportunities to appeal. Working methods may be one of the first things to change, but the new company may also phase this in. Look at what’s instant and what will take time, such as upgrading to new business systems and processes.

You should have dedicated representatives to answer questions and keep all senior management teams updated. Let your staff know where they can go to find information. You can also relieve pressure on a single contact by preparing considered responses in an FAQ document or video.

Above all, remember to keep HR and managers updated. Their buy-in is as crucial as the rest of your staff, so they need to be informed before answering questions.

How to make the announcements
Your plan should include who is going to make the announcements. Current staff may appreciate the familiarity of the existing MD, but it would be even better to have both the MD and the CEO of the acquiring company making announcements. This shows ‘buy-in’ from the top – instilling unity from day one.

Keep it clear and concise. Let staff know where they can turn if they have concerns. Make sure you answer five key questions:
1. What’s happening
2. Why the merger took place
3. Where the business goes from here
4. How teams will change, if they do
5. What it means for customers and other stakeholders.

Look at your current channels
Your communication channels should be consistent and relative to your business size. Look to see how your existing methods can work, for example, monthly team meetings. If yours is a smaller business, keep up with one-to-ones, video calls or all-staff meetings. Make sure you back up your message in writing, such as email.

If your organisation is larger, an initial video or intranet announcement can inform people at scale, but you will need to follow it up. Consider staff briefings or departmental meetings, and links to more information, such as internal newsletters.

Don’t forget that some staff may not have access to all channels – such as factory workers with email. Put up noticeboards and send out memos. Likewise, if your business is international, consider time differences with any digital announcements.

Once the acquisition is complete
Staff should always be your top priority, but next you’ll have to inform your stakeholders. Think about the channels you use for customers and suppliers – does one prefer email over face to face? Do your customers regularly engage with your social media? Have a plan for the channels you’ll use and draft a list of frequently asked questions. Remember that communication doesn’t stop here. Keep your stakeholders engaged with updates detailing your growth. This will help with ‘buy-in’ and ensure they understand the reasons behind the acquisition.

Where frequent comms helps
Keeping your staff updated will help them feel valued and allay any concerns about job security. While this is great for unifying teams, it will also improve retention – saving key funds on recruitment and helping to promote long-term profitability.

With a strong comms strategy in mind, you’ll not only assure staff in the short term, but build your vision for the long term.

#introducing The Partners Group

Partners PR — 10/12/2019

We would like to welcome Yorkshire based PR agency The Partners Group to Made in Yorkshire, welcome to the Made in Family!

The Partners Group is an experienced, creative and friendly team of PR, communications and digital marketing experts. The firm’s success over the last three decades is down to the partnership approach The Partners Group take to their work. They genuinely care about their clients' success and love helping them grow, save money, attract the right staff, build their brands, manage their reputation, generate enquiries and engage the people who matter to them.

Karen Tinkler, Director of the Partners Group, said they joined Made in Yorkshire as patrons to support more manufacturing businesses across the region. Karen added:

“What sets the network apart from the crowd is its specific focus on the manufacturing and engineering sectors, the integrity of the team there, your focus on delivering value for members and patrons and the proactive approach you take to helping them benefit from being part of the group.”

“We work with a lot of manufacturing and engineering businesses across the region and beyond, and we’re excited to become part of Made in Yorkshire.

Talking about what The Partners Group are looking forward to as a MiY patron, Karen said:

“I’m looking forward to meeting more of the region’s manufacturers, hearing about best practice in the industry, success stories, and being able to help with questions members might have around PR and publicity. I hope that being a patron will help us contribute to the network’s continued success.”

The Made in Group was created to challenge the erosion of British manufacturing and to open a channel of communication between local firms. We are proud to have manufacturing and engineering experts The Partners Group as a Made in Yorkshire Patron.

Want to help champion the manufacturing sector? Join Made in Yorkshire today

https://madeinyorkshire.com/benefits

Partners PR director celebrates a quarter century

Partners PR — 12/12/2024

York-based B2B public relations agency Partners PR has a reason to celebrate this month, as one of its directors marks 25 years at the company.

Karen Tinkler joined Partners PR in 1999 as an account executive, before being promoted to account manager and account director.

In 2006, Karen bought the business in a management buyout alongside fellow director, Monica Green. Now, the agency has a seven-strong team specialising in business-to-business PR support for manufacturing, food processing, building, construction and professional services companies across the UK and beyond.

Reflecting on 25 years at Partners PR, Karen said it has been “quite a journey.”

“There’s a certain pressure that comes with buying an already successful business, and we’ve seen some interesting times over the last two and a half decades,” she said.

“One of the things I’ve enjoyed most about my time so far at Partners PR has been the number of incredible people I’ve met, worked with, and alongside. I’ve learned so much.

“We’ve survived a recession, successfully led the business through a global pandemic and, while it hasn’t always been easy, I would make the same decision again in a heartbeat.”

Alongside her work at Partners PR, Karen has chaired the International Public Relations Team, a network of independent PR consultants from around the globe.

She has also held a volunteer board director role with York Professionals, supported startup businesses as a mentor, volunteered on the committee responsible for running the annual Northern Lights family law conference, and sat on the development board at Yorkshire children’s hospice, Martin House.

Karen adds, “The world of PR has changed so much, and continues to do so. This keeps things interesting for me, and I love helping businesses navigate those changes and embrace communication to support their continued growth, attract talent, and build value.”

Established in 1988, Partners PR works with clients in the manufacturing, professional services, building and construction sectors throughout the UK, from its office in Nether Poppleton, York.

For more information visit www.partners-pr.co.uk

The Subtle Art of Newsjacking

Partners PR — 01/11/2023

In manufacturing, staying competitive and relevant makes keeping up with current affairs and industry trends crucial. Sometimes, a breaking news story that directly impacts your sector may lead you to ponder the possibility of responding. That’s where the subtle art of ‘newsjacking’ comes into play.

While the term newsjacking sounds like a buzzword, it is one of the most common and effective strategies used by savvy PR professionals. Done correctly, newsjacking could get your view heard in the media, positioning you as an expert in your field.

Here, Cherelle Jones, Senior Account Manager at Partners PR breaks down the delicate art of newsjacking, and how to use it effectively in your PR strategy.

Put simply, newsjacking is all about seizing opportunities presented by current events, trends, and industry news to boost business visibility, present yourself as a thought leader, and connect with your audience in innovative ways using timely and relevant content.

The term was originally coined by marketeer David Meerman Scott, but it has become a tactic that many businesses employ to remain heard in a busy media landscape.

To be successful, the first thing you need to do is monitor the news, and if you see something that relates to your industry, delve deeper and strategically plan your input. From PR to social media, newsjacking can be used across the content creation sphere to get your story heard by the people who matter.

How it works

While in theory, newsjacking seems like a very simple concept, it is actually a very delicate art. It is important to be mindful that your approach often dictates your outcome, and there is a fine line between what topics should and shouldn’t be commented on, which is why we advise you to rely on a PR professional.

A PR expert understands newsjacking inside out and will understand the best way to approach each topic to ensure the best outcome.

Our knowledge of the media, and the news agenda means we can spot relevant opportunities and craft an effective strategy to place your company at the forefront.

The first step in newsjacking is research. A PR expert's natural curiosity means we like to delve into any given topic, see every side, and have all the facts to hand. From there, we will begin crafting our approach.

The approach will depend on the platform, and how much you have to say around the given subject. If it's a small comment, it could be carefully weaved into your social media agenda or shared as an opinion-led blog post to help drive traffic to your website.

However, if you have insight, data, or an opinion to present that differs from others, you can consider broadening things out and targeting the news agenda. Whether it's comments, a press release, or a case study, we use our in-depth knowledge of the media to reach out to the relevant journalists. From there, we can tailor a response around your data, statistics, or expert commentary to aid the news agenda or enhance the story, increase your brand visibility, place you as the expert in your field, and encourage audience engagement.

Sounds great, right? However, there are two important things to note. Not everything needs a comment, and timing is everything.

Think before you act

The news agenda moves on very quickly, so if you want to get your voice heard, you need to strike while the iron is hot.

If it’s a specific event you are considering newsjacking, your spokesperson and overall response should be lined up ahead of time. From a PR perspective, press releases can be planned weeks in advance, but we are always prepared to tweak and adapt last minute to maximise impact.

Another thing to consider around newsjacking is sensitivity. It goes without saying, that there are some situations, such as natural disasters, tragedies, and personal misfortune that should never be seen as an opportunity for gain.

If your comment or story has the potential to be taken out of context, comes across as insensitive, or could be offensive, it's best to avoid it. You don’t want negative attention surrounding your business, this can have a detrimental effect on the reputation you’ve worked hard to build.

So, in the spirit of making things a little easier for you, we have listed some simple questions a PR guru would ask before planning an approach.

Is this topic relevant to you and who you are as a business?
Would you want to be associated with this news agenda?
Who is the target audience?
What relevant messages do you have?
Is there an interesting take on the situation?
Do you have up-to-date statistics and a spokesperson?
Could anything we say be taken out of context?
What will we add to the conversation?

To give you an example: recently, a national news story broke around net zero and how the government could help homeowners prepare for upcoming changes. We issued a response to the contributing journalist to add insight from a heating manufacturer and get their voice heard at a national level.

If you decide a newsjacking is the way to go, act fast. Executed tastefully, it can help elevate your brand and influence public perception, but strategy is everything.

Here at Partners PR, we are a talented bunch of wordsmiths, creative thinkers, and PR strategists with more than 35 years of experience in the business. We work with B2B organisations across the UK in the manufacturing, engineering, food, and drink processing, building products, construction, and professional services sectors, helping them tell their story to the right people, at the right time.

Events and awareness days: how can you integrate them with PR?

Partners PR — 13/07/2021

In the age of social media, the world loves an excuse to celebrate. Trends such as International Picnic Day, National Truffle Day and even Pina Colada Day have gained popularity in recent years.

As a proud Yorkshire agency, we’re happy to support events such as Yorkshire Day. But where do these events stand when it comes to propping up your PR strategy?

Choosing your approach

There’s more than one way to skin a cat when it comes to events and awareness days. Invariably, your approach will involve some social media, from something simple…

Silvery Tweed Cereals showed off their new product development with a simple post to mark Valentine’s Day

…to something more elaborate and poignant:

As part of Mental Health Awareness Week, we worked with York Mind to create a campaign to support their fundraising drive that involved walking around York’s famous city walls.

The latter involved a more cross-channel approach, including targeting local media and ambassadors to bring high-profile organisations on board.

There’s no right or wrong way to leverage awareness days, but the approach you take should directly align with your values.

Showing off your personality

Many industries will be keen to shake off certain stereotypes, particularly if they’re not in a ‘sexy’ trade – think manufacturing or accountancy. However, their skillset doesn’t mean they can’t have fun.

To mark April Fool’s Day, industrial lubricant manufacturer ROCOL introduced a ‘multi-coloured’ metal-working fluid, much to the amusement of their thousands of followers. We’ve all seen examples of using humour to go viral – think Aldi’s ‘lemon on a pear’ – and these are fantastic ways of generating engagement for relatively low effort.

Taking a multi-channel approach

While it’s great to get engagement from humorous posts, you can level these up for even more engagement by introducing competitions.

Our client, integral blinds manufacturer Morley Glass and Glazing, regularly run competitions timed with events such as Valentine’s Day, Halloween, and Christmas as well as major sporting events. They have successfully integrated this into various channels, from sharing ‘find the image’ challenges on Facebook to promoting them via email.

Winners are then awarded prizes and shared on social media channels. Morley Glass have achieved 25% higher engagement with these interactive posts, demonstrating the value of awareness days.

Matching your business aims

While Morley Glass have seen great PR benefits, they’re also keen to ensure their content aligns with their CSR programme. As a business, you should follow this principle too.

For example, if you’re in the automotive industry, you might want to promote Clean Air Day. These might involve pushing offers on cleaner alternatives or donating X% of your profits to relevant charities.

Whatever you choose, it’s important that it matches your company values. This could be for any reason – for example, a company founder with a family history of cancer may choose to support cancer charities.

Planning ahead

Rather than using a ‘catch-all’ approach, consider which days would be relevant to your business and values, and plan ahead. Make or download an awareness days calendar and highlight causes that are relevant to you. You can then decide how much resource you want to allocate to each: a one-off amusing April Fool, for example, or a week-long awareness campaign.

Whatever you choose, be sincere and back it up with actions. Unfortunately, we’ve all seen the backlash that can happen when organisations don’t practice what they preach. It’s better to choose a few causes and be authentic than to chase publicity.

For more help planning your onward PR and social campaigns, contact Partners today.

MIY Expo exhibitor spotlight: Partners PR - the go-to agency for manufacturing businesses

Partners PR — 25/09/2025

For almost 40 years, Partners PR has worked with manufacturers across the UK and beyond, helping them build and maintain visibility among the right people. Our very first client back in 1988 was a Midlands-based UPVC window profile manufacturer and, over the three decades since, we’ve worked with companies behind the manufacture of every window component you can think of, as well as manufacturing and engineering clients making everything from industrial lubricants to global steel processing equipment.

We’re looking forward to exhibiting at the Made in Yorkshire Expo next month. As part of the Exhibitor spotlight series, Partners director Karen Tinkler spoke to Sam Sleight about what sets Partners apart, and what’s new and exciting in the world of PR.

1. In one sentence – what does Partners PR do best?

We help manufacturing companies use PR to support business growth; attract the right talent; communicate their Environmental, Social and Governance (ESG) activities and commitments; build value ahead of an exit or sale; and prepare for – and communicate well in - a crisis.

2. What’s the driving mission or purpose behind Partners PR right now?

We believe that communication is powerful. Used well, it helps businesses stand out to the right people – as well as the things I’ve already mentioned. PR can be seen as ‘fluffy’ or ‘nice to have’. But it’s not. It’s a mighty business tool, and our mission is to help as many SMEs as we can to use communication effectively in their businesses and enjoy the benefits and value that will bring.

3. What’s been the biggest milestone in the past 12 months?

Two of our team have celebrated their 25th anniversaries with Partners in the last 12 months. Karen Tinkler – one of the agency’s two owners – and Hannah Trinder, account director and people champion. We’re very proud of this, because it reflects the culture we’ve built in the business, where people – both employees and clients – come to work with us, and stay for a long time.

From a business point of view, we’ve broadened work with rail sector manufacturers over the last 12 months, where we’re getting a reputation as the go-to PR agency for companies involved in product manufacture and the development of the UK railway infrastructure.

4. Any exciting developments on the horizon?

AI optimisation (also known as GEO – Generative Engine Optimisation) is the next big thing in PR for helping businesses appear in AI searches for information, products and suppliers. We had an interesting experience recently, where a company ran a Google search for a PR agency, which gave them 30+ results. The same search on Chat GPT gave them just three companies to choose from. People are increasingly shortcutting Google and using AI to find information, fast. And research shows that AI searches use media coverage, forums, and company websites to find the information they feed back in search results. This makes it important for manufacturing businesses to be visible in relevant online news sites and media outlets, as well as making sure their own website content is accurate and up to date.

5. Something surprising or little-known about us…

We don’t just help businesses around the UK. We’re also part of the International PR Team network of trusted global PR practitioners operating across six continents. This means we can help manufacturing businesses add PR weight to their export strategies.

Come and meet us at the Made in Yorkshire Expo 2025. We’ll be on stand MIY163. There'll be fun and games on the stand, and we'll be very happy to chat about how PR can help support your business ambitions and boost your brand visibility - particularly in an increasingly AI-influenced world.

Partners PR achieves Good Business Charter accreditation

Partners PR — 11/03/2024

Made in Yorkshire patron Partners PR has joined companies including Aviva and TSB in signing up to the Good Business Charter (GBC), an accreditation that seeks to raise the bar in business practices for employees, the environment, customers and suppliers.

The Good Business Charter spans all UK companies, charities, and public sector organisations. It is overseen by the Good Business Foundation, an independent charity established in 2019 by entrepreneur Julian Richer. The Charter recognises responsible business practices in 10 areas including fair pay; employee wellbeing; equality, diversity and inclusion; ethical sourcing; environmental responsibility, and commitment to customers.

Partners PR works with clients across the UK in the manufacturing and engineering, professional services, food processing and building products industries. Director Monica Green says: “It has never been more important for businesses to build trust and show that they care about more than just profit.

“More, now than ever, people care about who they work for, work with, and buy from. We want to show our team and prospective clients and suppliers that we prioritise and value our employees, customers, suppliers, and the environment. Securing the Good Business Charter accreditation is one way of doing this, and we will display our accreditation with pride.”

Chair of the GBC Board, Simon Fox, says: “The Good Business Charter brings together 10 standards, most of which already exist, but in separate places. We have brought them together to give a coherent overall position for businesses to aspire to. We believe that the GBC has enormous potential to change business practice for good.”

Find out more about the Good Business Charter here.

Partners gets charitable at Christmas

Partners PR — 22/12/2022

The Partners team has continued its tradition of supporting local charities at Christmas, with a donation to Independent Domestic Abuse Services (IDAS).

In addition to a charity donation, some of the Partners’ team volunteered their time this month to take part in York Cares’ annual Christmas Challenge, helping out at York-based children’s charity The Island. We decorated their awards room ready for a special ceremony honouring the incredible young people they work with.

Employee-volunteer charity York Cares organises a number of seasonal challenges throughout the year to support over 200 worthwhile community organisations and schools in some of York’s most disadvantaged areas.

Karen Tinkler, Partners group director, said: “We’re pleased to be able to bring the year to a close with a Christmas donation that will help make a difference to people here in Yorkshire. In these challenging times, charities like IDAS need support more than ever.

“We always enjoy volunteering our time to get stuck in on community projects organised by York Cares throughout the year, but there’s something special about being able to give back over the Christmas period. We hope The Island’s awards ceremony goes well and the children enjoy the Christmas decorations!”

Manufacturers: why your value proposition is more important than your product

Partners PR — 15/11/2021

Take a look at any traditional promotional campaign and you’ll see the ‘glitzy’ side of product marketing. Even if the product itself isn’t super-duper sexy – think cutting tools rather than Coca Cola – many manufacturers are still tempted to focus on it.

“The latest innovations in laser welding technology” might be exciting to you, but does little to illustrate your value proposition. For long-term success, manufacturers need to focus on the benefits and the added value that comes from trading with them.

Why value proposition is so important for manufacturing right now

When positioning your product, you need to consider the sector itself. Right now, the UK manufacturing sector is suffering from setbacks including:

Staffing issues – we are currently facing the biggest manufacturing skills shortage in 30 years
Supply chain obstacles – Brexit, fuel crises and access to raw materials are causing delays
Increased regulation – there has never been a bigger emphasis on compliance or quality.

Whether you’re pitching to a new customer or re-evaluating your current products, you need to consider how your business, team, products, and services add value. The value you deliver goes beyond selling someone a product. You are most likely also helping them save time, money, or create a more efficient factory. The first step is understanding where you add value. The next step is making sure you're communicating it.

How to communicate your value proposition

“Added value is a simple equation: the difference between your costs and the price the customer is willing to pay.” Of course, we can’t put a price on this “difference”. Rather than clinical monetary values, we should focus on the long-term benefits of working with you. What do your customers value about working with you? Why do they keep coming back to you time and time again? What problems are you helping them to solve?

So, how can you offer your customers a stronger value proposition?

Give them assurances
The last thing a customer wants is to make a substantial order only for manufacturers not to hold up their end of the bargain. Certainly, supply chain issues are affecting every sector at the moment, so we need to manage expectations. However, we should also focus on what we can guarantee.

Look to what you can promise, whether that’s enough raw materials to make X volume of product, or a solid distribution network. This gives the added value of confidence – that you will meet deadlines, and that they can continue trading smoothly.

Offer convenience
We are all time-poor and living in a “convenience economy”. This extends beyond end-users: your customers need to know that they can access critical information quickly.

How can you offer this convenience? Offer (realistic) lead times upfront. Have a dedicated customer service team ready to answer any questions. Make information accessible both online and offline. Your customer service teams should be up to date on the latest developments, while your website and brochures should answer key questions.

But remember: convenience is not always synonymous with speed. It’s also about quality – it’s better to take longer to find the right answer to your customers’ questions than fob them off with AI.

Focus on modern-day values
Far from being a ‘buzzword’, sustainability is now a crucial consideration for UK manufacturers and suppliers. Not only must suppliers cater to UK customers’ changing demands; they must also consider external pressures such as climate-neutral deadlines.

Taking a sustainable approach offers immeasurable value. You may source raw materials from sustainable forests, or you may have your own targets to use X% of recycled materials. Equally, you may contribute to carbon offsetting schemes.

Make sure all of this information is available. If you have accreditations, such as FSC certifications, make sure these are visible in your online and printed marketing materials. Likewise, any form of ‘social proof’ – such as endorsements from organisations such as the Vegan Society – can add value.

Provide unrivalled quality
Last but by no means least, the quality of the product speaks louder than the product itself. Good quality translates as a long-lasting, trustworthy product that customers will want to buy time and again.

It encompasses the values of stringent manufacturing methods. It promises to deliver convenience long-term because of how it’s made – whether that’s with the latest technology or good old-fashioned TLC and craftsmanship.

Of course, manufacturers can turn to quality assurance standards such as ISO 9000. But quality means something different for everyone. For example, reputation is a marker of quality – if you’re working with a well-known name, chances are, customers can rely on high-standard goods.

Make sure you’re communicating this quality. That may be with product warranties, details on manufacturing methods, an overview of raw materials or simply a name. Suppliers understand that high quality comes with a price – and by adding value, you can adjust pricing accordingly.

How can I communicate my value proposition?

We are now using more customer touchpoints than ever, from traditional face-to-face meetings and printed brochures to online catalogues. Again, these need to espouse the values listed above:

Managing delivery expectations
Providing accessible information
Demonstrating your business values
Showcasing quality.

To keep customers on-side and keep revenue high, it's important to balance all areas. For more help communicating the value you deliver, speak to the Partners PR team.

B2B PR trends in the UK for 2023.

Partners PR — 12/01/2023

Social responsibility: A recent survey of PR professionals named social responsibility as the biggest PR trend for 2023, covering DEI (diversity, equity and inclusion), CSR (corporate social responsibility) and ESG (environmental, social and governance). The most important thing for businesses is to make sure this is deep rooted and not seen as a PR stunt. Companies and their executives need to “walk the walk” and not just “talk the talk” when it comes to social responsibility. Customers are increasingly looking to do business with companies that share their brand ethics and values, and we’ve all seen examples of reputation damage when companies make superficial claims without the substance to back them up.

Employer brand: This will be important for many UK businesses again in 2023. A lot of companies continue to face recruitment challenges and standing out from the crowd as an employer of choice will remain an important part of many corporate communication strategies. Businesses with strong values that are lived and breathed throughout their organisation – and well communicated in their PR activity - will be the winners in the fight for talent.

Make movies: Businesses that don’t include video in their B2B content mix in 2023 will be missing a trick. Whether it’s to explain a complex technical product/process or give a peek behind the scenes of your company to show people what it’s really like to work there, video remains one of the most engaging content formats and has an important part to play in PR strategies. And while the B2B world hasn’t yet embraced TikTok in the same way as many B2C brands, short form video is just as engaging when used across your existing social channels.

Twitter: stay or go? It appears to be business as usual on B2B Twitter in the UK since Elon Musk’s takeover, but our advice is to keep an eye on the platform and refine your plans accordingly. LinkedIn is far more widely used than Twitter in the UK for building B2B brand awareness and generating referrals in sectors that rely heavily on relationships and word of mouth recommendation, such as the legal and professional services industries.

Online: As the threat of recession extends B2B buying cycles, companies will need to play the long game and stay visible to people throughout the buying chain from the research phase until a buying decision is made. This means consistently creating and sharing strong, relevant content that will keep your brand visible among the right people and educate prospective customers on the value of buying from you versus the competition.

Impact: In the current economic climate, marketing teams are under pressure to demonstrate value. Using data to understand PR impact in areas such as brand awareness, social media engagement, and driving quality web traffic as a minimum will help refine future strategies and make sure PR partnerships continue to deliver value.

Six PR Trends for 2021

Partners PR — 10/01/2021

Investment in research, the value of data, and the acceptance of more 'rough and ready' video footage were some of the trends identified at the PRCA 2021 PR trends panel event this month.

Partners Director Monica Green attended the virtual event hosted by the PR industry’s trade body, and shares some of the trends.

1. Self-filming and Zoom interviews

Over the last year it has become commonplace for people to take videos of themselves from home for website and social media content, and to deliver media interviews via video. This more 'rough and ready' content has become more accepted and this trend will continue for as long as the pandemic is rife.

2. Humanising key spokespeople

Also, as a result of remote working and more time spent video calls, we are seeing inside people’s homes and getting a glimpse into their lifestyles. This is no bad thing, and helps to humanise business leaders, making them more accessible to a wider audience.

3. Finding shared values

We are all experiencing a shared experience with the COVID-19 pandemic and there is a trend towards people wanting to help where they can. The bigger issues such as supporting your local community, being more sustainable and focusing on health issues are connecting people with the same motivations.

4. Investment in research

Research has always been a key area of PR, particularly when you are trying to change audience behaviour or perceptions. In a rapidly changing world, there is a growing appetite for businesses to bettter understand their customers and the choices they make in their buying decisions, making research key.

5. The value of data

Panellist Michelle Goodall from Access Intelligence said: “Crisis is a reset button to change the way you do things.” She commented on how data shapes PR campaigns: using audience intelligence and behavioural insights to shape messaging and produce relevant and impactful content that will deliver results. If you haven’t focused on data in the past, now is the time to recognise its potential.

6. PR’s role in creating data

Adrian Ma of Fanclub PR suggested that one of the benefits of PR is its ability to create data, praising its power and cost-effectiveness. He discussed the way in which PR professionals are well-practised in identifying the issues and news that attract audience interest, as we are used to packaging content for journalists with high news thresholds. This "nose for news" helps us generate good quality, engaging content for wider PR and marketing activity such as blog posts, websites and emarketing campaigns. And it is via these "owned" media channels that businesses can obtain data such as email addresses, for retargeting, lead generation and further sales and marketing.

The PRCA event explored a wide range of emerging trends impacting public relations and communications practice in 2021. Speakers included Vikki Chowney, H&K Strategies; Rohan Shah, Reuben Sinclair; Michelle Goodall, Access Intelligence; Adrian Ma, Fanclub PR; Shayoni Lynn, Lynn PR; and Stephen Waddington, Wadds Inc. The event can be seen in full on the PRCA YouTube channel.

If you're looking to reap the benefits of PR in your business in 2021, we'd love to help. Get in touch for a chat about our expertise and approach.

What is employer brand and why does it matter to manufacturers?

Partners PR — 23/02/2021

When we think about branding, we often picture our public image – colours, logos, tone of voice and house style. We frame it in the context of the service we can offer to our prospective customers.

But what about prospective employees?

A company is, after all, only as strong as its people – a happy workforce pushes up profits by more than a fifth. So, at a time when the manufacturing sector is facing the biggest shortage of employees for 30 years, how can you make sure you’re attracting the talent you need to take your business forward?

It’s not all about the money

Contrary to popular belief, salary is not the biggest motivator. A survey by Glassdoor showed that 8 in 10 employees would prefer additional benefits in favour of a salary increase.

Instead, they are looking for:

Good values
Work/life balance
Respect and fairness
Positive feedback on their work
Career progression and personal development.

As employers, we all need to make sure we can communicate these benefits as part of job descriptions and in our wider communications. But how much do you really know about the perceptions of your business as an employer, aka your ‘employer brand’?

Look at your digital footprint

Feedback from others is a great way to see if you’re practising what you preach. With more and more digital channels cropping up every day, there’s no better way to see how your brand is perceived.

Look your company up on sites such as these:

Glassdoor

Glassdoor gives prospective employees the chance to look up companies based on current or former employees’ reviews. The reviews can be for the company as a whole, or top-level managers who are in the public domain – not private individuals.

All reviews are verified to make sure the person did indeed work there, so it’s a great insight into working practices and salary expectations.

TheJobCrowd

TheJobCrowd is similar to Glassdoor, but it focuses specifically on graduate roles or those in the early stages of their career. It also has an employer area that helps companies promote themselves as a great place to work.

Google

While Google reviews, or indeed other third-party review sites such as TrustPilot, are designed for customer experience, they can impact employer brand. Some ex-employees may choose to write reviews on Google (for better or for worse!).

Don’t ignore this feedback – good or bad. It’s your opportunity to respond and show the world how you’ve taken comments on board. For example, if people were disheartened by inflexible work policies, you could alert them to your new remote working scheme.

Shout about professional development

As proponents of PR, we believe in shouting about your successes – including career progression – to help demonstrate what your business offers to would-be employees. With professional development cited as one of the biggest recruitment incentives, it’s a great chance to show employees what you can do. Use your social networks to shine a light on the rising stars in your business, whether they’ve won an award or passed an exam.

You can even cross this over with wider brand PR. For example, if several of your team have achieved Chartered Engineer status, shout about it. Show others the career development opportunities on offer within your business.

Show and tell

The pandemic has put the spotlight on employer practices – the good, the bad and the ugly. From highlighting remote working policies to challenging diversity, 2020 forced employers to shift their thinking.

If you want to foster genuine trust, you need to be able to demonstrate that you’re living your values. Perhaps you’ve made a commitment to sustainability, for example. You could publish quarterly reports on the changes you’ve made, from switching to eco-friendly suppliers to cutting down on business mileage.

Remember that one of the key drivers for employees is company values. This is particularly pertinent for the emerging Generation Z workforce, who are more motivated than ever by sustainability, diversity, equity and inclusion. In 2020, Generation Zs (those born between the mid-1990s and early 2000s) made up 36% of the UK workforce – so you cannot overlook this market.

Refine your recruitment process

How you recruit is a direct window into your company culture, and whether or not you’re a ‘good employer’. You can supplement your job description with an active digital footprint using all of the methods mentioned above.

Natalie Saunders, Director of HR Consulting at Clarion, adds: “The candidate experience is key in a competitive market where employers are (in part thanks to COVID-19) fishing in wider talent pools. How well you tell the story of your organisation – why it exists and what it stands for – is crucial to attracting the talent you need to succeed. Consider asking your people if they will share their journey of joining and working for you in a short video – give people an insight into the lived experience of being a part of your team and a sense of what it will feel like.”

The recruitment process shouldn’t deter. When advertising for staff, remember three things: transparency, inclusivity and authenticity. For example:

Be transparent with the salary or salary range – don’t lead people on.
Offer flexible working and equal opportunities (even Zoom interviews!).
Go beyond ping-pong tables and Casual Fridays, and offer perks people will value.
Practice what you preach: codes of ethics, mission statements, employee stories and engagement surveys will all help.

Recruitment is evolving all the time, but the importance of strong company values remains. Just as you’d expect an employee to align with your values, you should be prepared to treat your team well.

A strong employer brand is the only way you can communicate that.

Read how we’re helping our clients use PR to attract high calibre recruits.

The Art of Storytelling for UK Manufacturers

Partners PR — 06/01/2025

So, you’ve decided 2025 is the year to tell your story and enhance your brand – but what does that really mean in today’s manufacturing world? We often hear that “PR is dead” or that in the age of social media, anyone can do it. While it’s true that more people have access to communication platforms, telling your story well is more important now than ever, especially in the digital era where poor execution can have lasting negative impacts.

Digging deeper into your manufacturing business

At the heart of effective PR is a deep understanding of your business. In manufacturing, where the complexities of production, innovation, and supply chain management are central, telling your story requires more than surface-level insights.

Our approach is always to get under the skin of your organisation, to understand what drives your business, what challenges you face, and what makes your manufacturing processes unique.

This strategic understanding, combined with expert storytelling, allows us to advise on what to say, who to say it to, and through which channels, all in line with your business goals. Whether it’s through branding, video content, SEO, or social media, an integrated communication strategy is crucial to making an impact in today’s competitive landscape.

Adapting to the changing digital landscape

The rise of digital content, from videos to blogs, has blurred the lines between traditional PR and SEO. For UK manufacturers, this represents an opportunity. Whether you’re creating thought leadership content or promoting new innovations, the core of good PR remains the same – crafting a narrative that resonates with your target audience. In this way, PR once again sits at the heart of strategic communication.

The foundation of good content is strategy

Content creation in PR isn’t new; we’ve been doing it for decades. What’s new is the environment in which that content exists. Today’s PR for manufacturers must be backed by a clear strategy that aligns with your business goals. We work with clients to define their messaging, understand their audience – from supply chain partners to end consumers – and identify the best communication channels to reach them. It’s about delivering content that not only tells your story but does so in a way that adds value to your audience.

Many agencies offer tactical content solutions. However, a good PR agency will first take the time to understand your business from the inside out, ensuring the tactics they use are built on a strong strategic foundation.

What does PR look like for UK manufacturers today?

Strategy over tactics – Tactics such as press releases or social media campaigns can help get your message heard, but without a strategic plan, these efforts won’t have long-term impact. Focus on a comprehensive approach that considers your overall business goals. The Partners Pathfinder, a tailored workshop that builds your PR strategy, is often a great place for manufacturers to start.

Choose your channels wisely – Not every tool or platform will suit your manufacturing business. Develop a clear message first, then select the communication channels that will best reach your specific audience, whether they’re customers, investors or potential employees.

Think before you speak – Just because you can post content online doesn’t mean you should say anything that comes to mind. Ensure your messaging reflects your brand’s values and overall strategy. In manufacturing, where precision and reputation are key, miscommunication can damage trust.

Integrate and innovate – The lines between marketing and PR are increasingly blurred, but this presents an opportunity for manufacturers. Whether it’s reaching new markets through innovative content or finding more effective ways to communicate your story, integration is key to staying ahead.

Embrace real-time engagement – In today’s 24/7 digital world, your audience expects timely responses. For manufacturers engaging in social media or digital campaigns, this means being prepared to engage outside traditional office hours to maintain credibility and build relationships – even more so if you operate internationally.

Listen more than you speak – Historically, PR was about crafting talking points and news releases. Today, it’s more important to listen to what your customers, partners, and the industry are saying, then engage thoughtfully.

Consistency is key – PR is a long-term game. For manufacturers, consistency in messaging and delivery builds trust and strengthens relationships, whether you’re communicating with industry bodies, distributors, or consumers.

Ultimately, PR for UK manufacturers is about more than just publicity – it’s about building a brand that is trusted, respected, and known for its quality and innovation. By telling your story strategically, you can elevate your business, connect with your audience, and stay ahead in a rapidly evolving industry.

Facebook – Creating a page, getting started and gaining your first 100 followers

Partners PR — 02/04/2020

With over 2.23 billion monthly active users, Facebook is certainly a platform that businesses should seriously consider adding to their marketing mix. And with the tools and options available, it’s now even easier to create a great business page and reach more of your intended targets.

We have spent many years creating, managing and evolving Facebook pages, and we have lost count of the amount of campaigns and posts we have delivered over the years. We have experimented and tested, had some failures and learned, had great success and learned some more, then Facebook did another update and we had to learn some more. It’s been fun and frustrating at the same time, and we don’t want others to go through this.

We have created this guide to creating a professional Facebook page, getting the ball rolling and gaining your first 100 followers. But before we get into creating your page, there is one topic that we want to cover with you as it’s vitally important. And that topic is…

Is Facebook the right platform for my business?

Facebook is social. Social is not just business, so it needs to be fun, interesting and engaging, not just sales promotions and business updates. If you want to just talk business, then Facebook is not the platform for you. If you’re reading this then you are probably aware of that, but the big question is if your business understands that? If the business is not happy to engage in the right way, then it will impact on the success of the page and all your effort could be wasted.

Think about what you want to achieve, the demographics of the targets you want to reach and what would interest them. If you can put out the content that they will engage with then great, let’s get you going. But if you can’t, then we would seriously consider if it is worth the investment.

We don’t want to put you off, Facebook is a great platform to help reach your targets, but it must be done in the right way, and so we would highly recommend doing your research and planning before jumping in.

If you have done that and Facebook is the right platform, then let’s continue with getting your page up and running.

How to create a killer Facebook page that will get you noticed

Lots goes into creating an amazing Facebook page and it’s not something that can be done in one hit and forgotten about. It needs to be sculptured and evolved over time. Here we will cover the basics to get you started:

Fill out your business information – page name, categories, address and phone number
Add a profile photo (170px x 170px) and cover photo (820px x 462px)
Fill out page information – description, categories, contact information, location, hours, etc
Create a username and customer URL to make it easier to find
Add a call to action button
Customise your page to make it unique and put the best content first
Add any collaborators who will also be working on the page
Publish your first post.

Once you have done all these and your page is in a good place, it’s time to really get things going and we have a few tips to get you started.

How to kick things off with a bang and get the ball rolling

You now have a page set up and so it’s time to start posting and building up your network. We have compiled the below tips to help you get things going and give your page a good start.

Start posting as soon as possible. Share website content, run a competition or post some thought-provoking posts. Just start getting your messages out there. If your page is new, then there won’t be much there for people to stick around or come back for, so you need to improve this before you start to get lots of visitors.
Explain to the business what you are planning to do and ask them to get involved by interacting with posts, liking and sharing the page, inviting friends to like it and to become a Facebook ambassador for your company. You could even ask them if they have anything that you can use. For example, if any of them are doing anything for charity or helping a good cause that is worth shouting about. Getting employees involved is a great way to get a good boost to your network.
Start talking to your suppliers, customers and wider network about collaborations, sharing and supporting each other. Not only will this help widen your reach and build your own network, but it also means that you can share some of the workloads and do more with your own resources.
Pay to boost some posts to widen your reach quickly. Gone are the days of being able to reach a wide audience without paying on Facebook and if you are late to the party, it can be a struggle to build up your network. You may want to consider setting aside a budget to boost some posts and give things a good initial boost.

There are lots of ways to build your network and get your posts seen - the above are just a handful of ideas - we highly recommend rolling up your sleeves and getting stuck in.

How to get your page’s first 100 followers

Anyone who has a social media account will know that great feeling when you reach a milestone. It might have been your first 100 friends, or your post that got over 100 likes, whatever is was it certainly felt good. And once you hit that first milestone, it is so much easier to get to the next one and the next one. Here are a few tips to help you on your way to getting your first 100 followers:

Invite your Facebook friends to like the page and get them to ask their followers
Ask your colleagues to like and share the page, and ask them to invite their friends
Ask suppliers, clients and any other organisations that you work with to do it
Promote your page on your website and emails
Look for other opportunities to promote your page. For example, on delivery notes, flyers in product catalogues or on hold messages
Run a contest to gain followers, likes and shares with a decent prize
Be social, join groups, follow others, share, like and comment, the more you get out there the more people will notice you.

So, there it is, our tips on creating a good Facebook page, getting the ball rolling and reaching your first milestone of getting 100 followers. However, there is so much more to consider and plan than what we have covered here, so to help get you started we have compiled the questions below.

Do you have a social media strategy in place?

Does your company have a social media policy?

Have you decided who will own the channel?

Do you have procedures in place that deal with negative comments, reviews, etc?

Do you have any opportunities to advertise the page to your targets?

Not sure where to start? Or do you have a page but not sure how to take things forward? Then we are here to help, just let us know what you want to achieve, and we will make it happen.

Engineering firm calls on Partners' manufacturing expertise

Partners PR — 09/03/2022

We're thrilled to say that we've been appointed by Midlands engineering company Micro-Mesh to build brand awareness of its online FilterFinder division, launched during the pandemic.

Founded in 1968, Micro-Mesh is a family-run business specialising in the manufacture of hydraulic and air filters. The company manufactures bespoke filters to precise customer specifications as well as supplying a comprehensive range of standard products from its 40,000sq/ft facility in Nottingham.

In December 2020, the company launched FilterFinder: a long-awaited project brought forward by the pandemic. With a catalogue containing more than 600,000 part numbers from over 1,000 manufacturers, FilterFinder is one of the UK's largest hydraulic filter cross-reference databases.

The PR brief is to build the FilterFinder brand among maintenance engineers and purchasing teams, areas that our team is familiar with through our 20-year working history with industrial lubricants manufacturer ROCOL, our work with tooling supplier Cutwel, and with other businesses in the engineering and manufacturing industries.

Elliott Underwood, who led the development of FilterFinder, says: “FilterFinder draws on the 50-year Micro-Mesh heritage and expertise but we are starting from scratch when it comes to brand awareness. The e-commerce platform has got off to a great start, but we recognise the importance of building the brand to support its continued growth.

“We were looking for PR support from an agency that understands our sector, and Partners fits the bill perfectly. The team came highly recommended, and we were instantly impressed by their understanding of our industry and customer base, and their track record of work with manufacturing businesses. We’re excited to be working together and looking forward to a long and successful partnership.”

Partners director Karen Tinkler adds, “Micro-Mesh has built an enviable reputation for quality products, technical expertise and innovation. Our job is to help them build that same trust in FilterFinder. There’s a lot happening across both businesses, and this is a fantastic opportunity for us to help tell the story of Micro-Mesh’s continued success, evolution and innovation through the FilterFinder brand.”

Read more about our work in the manufacturing sector.

The role of PR in the digital age

Partners PR — 20/12/2019

Whilst it is right to say that we have been living in a digital age for the last 20 years, the reality is that many of us are merely scratching the surface of what digital technology can do for us in our everyday lives, and a lot of us are also scratching our heads as we try to work out what it can do for our businesses.

Last month, Joe Richardson from Yorkshire PR, communications and digital agency The Partners Group headed to the annual Chartered Institute of Public Relations (CIPR) conference. From the relationship between content and power to the future workplace and digital detox, the day explored the digital future of PR. Here are Joe’s takeaways from the event and a fascinating day of discussions.

The role of PR in the customer journey

If the customer journey is made up of four stages - Awareness, Consideration, Action, and Loyalty and Repetition - then prior to the rise of digital it was easy to see that the value PR brought sat squarely in the ‘awareness’ and ‘loyalty and repetition’ stages, by raising the profile of a business or brand and managing its reputation on an ongoing basis.

This was all very well when the customer journey was a linear one. However, in today’s digital world it is anything but. With more and more people researching and making purchasing decisions online, and subsequently posting about their experiences, online influence has grown exponentially.

The role of PR during the ‘awareness’ stage of the customer journey remains one of driving awareness, but that role has now expanded to encompass PR activity to help drive greater visibility for businesses and brands in online, organic search.

PR’s role at the loyalty and repetition stage has also expanded significantly. Digital reputation management is key to securing new and repeat purchases, and online PR now very much includes online reviews. From TripAdvisor and Google to on-site product or service reviews and social media feedback, keeping on top of customer reviews and responding appropriately to negative feedback or complaints can make or break your online reputation.

Organic and paid search

The role of PR as part of an organic search strategy is well established in the B2C world and is becoming more so in business-to-business communications. In the PR world, we talk a lot about follow and no-follow links as well as citations. These are all things that can boost a company’s search rankings and, if done correctly, the increase in revenue from a jump in organic search rankings can more than pay for the PR budget.

There are a few things that will ensure your PR activity is working hard to support organic search. Taking a campaign-based approach to your PR can reap significant rewards. A successful PR campaign will have a clear objective, such as raising awareness of a product or informing the public of company news and will use strategic messaging to communicate with an audience to achieve this objective. Taking this strategic approach, rather than simply trying to encourage other websites to post a link to yours, allows you to target key trading periods as well as making it easier to measure what is successful.

Both journalists and publishers know the value of links. However, they do not want to feel as if they are being manipulated for a brand’s needs. Don’t risk a valuable relationship by requesting a link: the reporter’s loyalty is with their audience, not the brand that is the subject of the story.

With paid search, PR objectives can and should be aligned to paid search tactics in a couple of ways. On a basic level, using PR to earn links in the media is a simple way to boost traffic from a higher search results position. This can allow for the reduction in spending on certain keywords to maintain website traffic.

If a major piece of coverage is due to be published, paid search can be used to help deliver value from that media coverage. A tactical and timely paid search campaign that is based on campaign keywords will help direct and drive people towards your business.

Voice optimisation

The latest figures estimate that sales of smart speakers are set to overtake tablets by 2021. Children today will grow up talking to the internet, rather than typing out enquiries.

As smart speakers become more widely used, the way in which people search the internet is changing. Voice search differs from desktop and mobile: people don’t use keywords, they ask questions. This has opened up the discipline of Voice Optimised Search as companies seek to be ranked highly in voice searches.

Currently, we are seeing voice and AI (artificial intelligence) coming to the fore in the B2C world, which generally tends to be an early adopter of new technology. As the technology becomes more refined, it will become increasingly important in the B2B world, too.

For the PR industry, this means focusing on creating content that uses more conversational, ‘long-tail’ keyword phrases. Delivering content that answers spoken questions will result in higher rankings in voice search results. Another tactic is to create compelling questions about your product or service that will drive conversations.

Digital transformation

The ongoing advances in voice, paid and organic search mean that the job is never finished. What is working well today will be outdated as soon as the next wave of technological advances comes along. There will always be a balance to be struck between these advances and the rate of adoption by businesses and the public. Move too quickly and customers may struggle to keep up. Move too slowly and brands and businesses risk looking outdated.

Changes in digital communication have led to the creation of roles that didn’t exist 15 years ago. As these changes continue, this pattern will continue and may lead to the creation of entirely new industries. Children may not know what they want to do as a career, partly because the jobs they will end up doing don’t exist yet. This isn’t unique to the PR industry: it applies across every industry.

The manufacturing sector faces the challenges and benefits of Industry 4.0. The legal and professional services industries are having to adapt to the buying habits of tech-savvy millennials and Generation Z. The telecoms industry is seeing a shift away from a traditional model of selling to an ‘As a Service’ model (AAS). This model allows for steady reoccurring revenue. The way people buy products and services – both B2B and B2C - is changing. It’s happening across the board, and it’s vital that businesses in all sectors keep up with the pace of digital change to make sure they are not left behind.

Joe Richardson is a senior account executive at The Partners Group in York, working with clients across manufacturing, engineering, food processing, professional services, hotel and leisure industries.

Partners PR climbs Prolific North’s Top 50 PR Agencies list for the second year running

Partners PR — 12/12/2025

York-based communications agency Partners PR is celebrating today after being ranked 41^st in Prolific North’s Top 50 PR Agencies 2025, climbing three places from 44th in 2024.

The annual list, now in its 13th year, is widely recognised as the benchmark ranking for the PR industry across the North of England. Compiled by independent research specialists Mustard, the Top 50 evaluates agencies on a broad range of financial and operational metrics including turnover, pre-tax profit, headcount and balance sheet information.

Partners PR’s steady rise up the rankings comes in a year characterised by mixed fortunes across the sector. According to Prolific North’s analysis, pre-tax profit for agencies ranked 11–50 increased by just 2% overall, with the industry continuing to evolve rapidly as digital-first strategies, consultancy-based models and new service areas reshape the PR landscape.

Monica Green, Co-owner and Director at Partners PR, said: “We’re incredibly proud to be named among the North’s Top 50 PR agencies once again – and to climb the rankings for a second consecutive year. Our growth reflects the trust clients place in us and the hard work of our talented team here in York.

“The industry continues to change at pace, but our commitment to smart strategy, impactful storytelling and measurable results remains the foundation of everything we do.”

With the Northern PR sector experiencing an 8% rise in revenue this year and continued demand for digital content, reputation management, ESG communications and crisis expertise, Partners PR says the ranking reinforces the agency’s strong position as it heads into 2026.

Monica added: “Yorkshire is home to an exciting, ambitious PR community, and being recognised alongside so many outstanding agencies across the region is a real honour. We’re grateful to our clients, partners and team – and we’re looking forward to building on this momentum in the coming year.”

Partners PR is a York-based public relations and marketing communications agency specialising in strategic PR, content creation, media relations and digital storytelling. With clients across Yorkshire and the wider UK, the agency delivers insight-driven campaigns that help businesses grow their reputation, reach and impact.

Partnering Up To Help Businesses Stay Visible

Partners PR — 23/04/2020

PR and digital agency, The Partners Group, is offering its expertise to help businesses communicate effectively through social media during these difficult times.

The York-based firm has produced a free downloadable guide to using LinkedIn for business professionals who want to keep their profiles high and engage their customers and contacts online. The guide provides 12 steps to creating a stand out LinkedIn profile, three ways to build your network and top tips on avoiding common pitfalls.

Monica Green, Director of The Partners Group said, “We understand just how challenging it is right now for a lot of people and we want to help them to keep communicating with their network.

With many people now working remotely, the guide is available from The Partners Group website. Monica added, “This is the first in a series of resources we are compiling to help people and businesses keep communicating, and we’ll be making them available to download for free from our website over the coming weeks.”

Established in 1988, The Partners Group works with clients in the manufacturing, professional services, building and construction sectors, providing PR, digital and communications services.

The team also delivers global publicity campaigns through partner agencies in the International Public Relations Team network.

To download the guide visit www.partners-group.co.uk/Header-Links/Resources

Partners Group celebrates 35 years of supporting UK manufacturers

Partners PR — 23/06/2023

Made in Yorkshire patron The Partners Group is celebrating 35 years of supporting manufacturing businesses.

The Yorkshire-based PR agency was established in 1988, with a client base mainly comprising building product manufacturers. Since then, Partners has extended its reach in the sector, working with manufacturing, engineering, food processing, and building product manufacturers throughout the UK, as well as expanding its sector expertise to include companies operating in professional services industries.

The Partners team is marking this milestone with the appointment of a new Senior Account Manager, Cherelle Jones, who joins the agency this month with experience spanning construction and healthcare industries and PR work for companies including Polypipe.

Speaking at a client event to mark the firm’s 35th anniversary, Partners Director Karen Tinkler said: “This is an exciting time for our business, and we are thrilled to welcome Cherelle to the team. Her skill set is a perfect match for us, and her wealth of experience will help us continue delivering results for clients in an ever-changing business and PR landscape.

“PR has evolved significantly over the decades, and we’re seeing more and more forward-thinking manufacturers adopting solid PR strategies to help them grow their companies, attract and retain talent, and build business value ahead of an exit or sale.”

Cherelle brings 14 years of experience to Partners. She says: “I am thrilled to join the team at such an exciting time. The campaigns the team delivers are a true reflection of the drive, dedication, and ambition within the business. With the support of this incredibly talented team, I am excited to continue delivering campaigns that raise the profile of manufacturing businesses by telling their stories to the right people.”

The Partners Group is spearheaded by Monica Green and Karen Tinkler, who completed a management buyout in 2006. The company delivers PR services to clients across the UK, and globally through membership of the International Public Relations Team network. Find out more here.

Is your website working hard enough?

Partners PR — 16/01/2020

If you find yourself asking any of these questions, then it could be the first sign that you need to engage with digital experts to really make your website work harder for your business.

Who is visiting my website and are they the right people?
How can I get better results from my website?
Is my website right for my target audience?
Does the content I’m producing appeal to my customers and to Google?
How can I convert website visitors into leads or sales?
How can I give my website visitors a better experience?
Is my website doing anything to help achieve my business goals?

In today’s fast paced digital world, a website has a key role to play in business success. Get it right, and you could elevate your business to a whole new level. Get it wrong, and you could be losing more customers than you’ll ever know.

Gone are the days of building a website, adding a bit of fresh content now and again and dabbling in social media. A far more strategic approach is required, backed by research and insights that are linked to your business goals and marketing objectives.

It’s time to build a digital eco system that meets your business needs.

Like many businesses, you will no doubt have a website that covers the services or products you offer, and you may be putting content into a blog and creating news articles. You may even be sending out newsletters and e-shots, whilst also dabbling with social media and PPC. However, if it all lacks strategic direction, it will probably be disjointed and you won’t know exactly what is - and what isn’t - working.

This is where a digital marketing expert can re-energise your digital channels and bring a fresh, strategic and targeted approach that will allow you to take those next steps and hit your business goals. It’s like the saying from Albert Einstein, insanity is doing the same things over and over, and expecting the results to change. The same can be said about digital marketing, if it’s not producing the results you need then you need to change your tactics.

Digital marketing is not rocket science. Doing the basics correctly can get great results, but it can also be a budget and resources drain that just doesn’t produce the return you’re expecting. Through engaging with an agency that lives and breathes all things digital you can remove the guesswork, be more targeted and more efficient with your budget and resources.

Knowledge is power

Digital experts will enable you to understand what is happening on your website, why and how to improve things, where to allocate your resources and help to evolve your digital offering to fit your customers’ requirements.

At the Partners Group, we have coupled our years of PR and marketing experience with a strategic, targeted and modern digital marketing approach. This ensures that our clients not only get great PR coverage and communicate the right message in the right places, but that they have a digital eco system that ensures the best return on campaigns whilst continually converting prospects into leads and sales. This strategic, ‘omni channel’ approach is delivering great results for our clients.

Yes, digital marketing is time consuming and takes resources to do well, but there are people who can help, and it doesn’t take long to see improvements. Can your business afford not to have a successful digital eco system in today’s digital world, and risk being left trailing in your competitors’ wake?

We are ready and waiting to discuss how we can help transform your current digital marketing into a digital eco system that continually produces results - feel free to get in touch.

Partners set to support manufacturers at Backing Britain Live

Partners PR — 20/07/2020

We’re excited to support Made in Yorkshire members for a first of its kind event that expects to bring together over 5,000 people representing the Yorkshire and Midlands manufacturing industries next month.

Backing Britain Live (#BBLive2020) will run from 17-28 August. The virtual expo will include over 30 virtual events, a speaker line-up that includes Williams F1, Aston Martin, Brompton Bicycles and Gardner Aerospace, more than 100 exhibitors at a virtual exhibition, plus a series of round table discussions led by Lloyds Bank, BHP Chartered Accountants, Brewin Dolphin and Clarion Solicitors on topics including financial wellbeing, accessing R&D Tax Credits, and the economic outlook for the manufacturing sector.

Partners director Karen Tinkler says, “This is the first time we’ve seen a virtual manufacturing industry event on this scale, and it’s exciting to be part of it.

“Our team will be running a workshop before the event to help exhibitors and delegates get the most out of their attendance, and will be on hand during the two-week expo via live chats from our virtual exhibition stand to answer manufacturers’ questions about how they can use PR, communications and digital marketing to build stronger businesses as they emerge from the Covid-19 crisis.

“If that sounds like your cup of tea, why not pop the kettle on and join us for a brew and a chat about all things communications? We’ll even supply the tea: everyone who books a slot for a live chat during the event can have a cuppa on us.”

The Partners Group has worked with manufacturing businesses for over 30 years across a range of sectors including food and drink, building products, glass and glazing, rail, marine and aerospace. The agency joined Made in Yorkshire as a patron in 2019 to support and champion the region’s manufacturing sector.

If you haven't booked free places at the Backing Britain event, book them here. Look forward to seeing you!

Certainty: the best perk you can offer your team right now

Partners PR — 12/04/2021

Between Brexit and the coronavirus pandemic, UK manufacturing has had to bear the brunt of some of the strongest external influences in recent years. January 2021 figures from the ONS state that UK GDP was down 9% on the year before, reflecting the general state of uncertainty in the industry.

But beyond a macro view of manufacturing, we also need to consider the heart of our businesses – our employees. All of these external factors are contributing to feelings of doubt and anxiety. It’s up to us, as employers, to offer those extra assurances.

Reassurance in an age of uncertainty

How can we offer certainty to our teams when we don’t know what’s around the corner ourselves? It’s an excellent question. But the fact is, when do we ever know for sure what’s around the corner? None of us knows what lies ahead, particularly at the moment, but if you share what you DO know as often as you can, and focus on the reassurances you CAN give your employees, that will go a long way to help ease the anxiety many people are experiencing currently.

This is particularly pertinent in the manufacturing world. For many companies, feelings of doubt are constrained within their own four walls. UK manufacturing, meanwhile, is a frequent talking point in the media and may lead to questions from your staff around areas such as Brexit related material shortages, reduced staffing resources or shipping price hikes.

You cannot speak for your industry but you can speak for your company. It may be helpful for your teams to hear about the current situation in your supply chain, and what you’re doing to fill in any gaps. Show your employees that you’re staying one step ahead of potential issues and seeking alternatives, whether temporary or permanent.

You might also consider adding details of your completed ‘Staying COVID-19 Secure’ risk assessment to your workplace comms.

What’s the best way of communicating with my team?

For manufacturers, it’s not always as simple as sitting down to a weekly Zoom call. That’s why you need to have a stringent internal comms process that keeps staff abreast of changes such as:

Working hours and pay rates
Access to benefit schemes
Factors affecting the industry
Your response to the latest developments.

As workforces remain fragmented, with a combination of on-site and remote working, it’s easy for our teams to feel out of touch. In a recent blog, Managing a Divided Workforce, employee engagement specialist Michelle Mook said: “Communication is everything. Do your best to reassure and make people feel valued.”

What does this mean in context? It means focusing on the assurances that we can give our employees, rather than those we can’t. And when it comes to internal communication, keep these tips in mind:

Keep talking

Silence speaks volumes, so schedule regular communication to keep your teams abreast of what’s going on. Ideally, the answers to those key questions on pay, benefits and ongoing work should be answered by senior managers.

Keep listening, too

When we say listen, we mean really listen. Offer opportunities for one-to-one chats, and remember to always ask for feedback. You need to know if your teams are crying out for more/different information or better communication. This is an emotionally-charged time and your staff may be feeling more overwhelmed than usual. Feedback is still one of the most valued indicators of job satisfaction, so don’t neglect it while you’re focusing on other things.

Choose your channels

Now is a great time to review your current internal communication and make sure it is still fit for purpose. It could be an opportunity to revamp – or introduce – an internal newsletter. Consider linking to any updated documents, such as changes in HR policies or your coronavirus safety checks. The latter should also be available in public areas, for example, posters and files in staff rooms.

Honesty is the best policy

Whether it’s emotional support or simple admin, honesty is key for employee retention. You may require more of a ‘handover policy’ if you’re reallocating tasks to different staff members. Conversely, if you’re heading back into the office, your teams may appreciate a ‘re-onboarding strategy’ – giving you all time to focus and plan for the months ahead.

Celebrate the wins

Keep rewarding the little things. Even if you can’t offer all the perks you once could, feedback is one of the biggest motivators for better workplace performance. You can try methods such as:

Employee of the Month in your newsletter (with the promise of a prize later on!)
Thank yous for new client wins
Regular one-to-ones to focus on and reward personal development.

Have fun!

Fun should be part of every workplace culture. Work hard to keep it alive. If you’re talking regularly to your team you’ll know what will float their boat, from quizzes or team challenges to charity events.

Above all, don’t be too hard on yourself. Whatever your position in the company, you will not have all the answers and, with a policy of transparency, your employees will appreciate that. Your business has no doubt weathered storms in the past, and will have come a long way in the last 12 months, too. Hold your head high and keep talking for, as they say, this too shall pass.

With a renewed focus on people and communication, your business can weather the storm of political and economic change. Download our free internal comms guide or talk to us today for help.

How can manufacturers get the best from a marketing agency?

Partners PR — 16/02/2021

Public relations and digital marketing are not a one-size-fits-all service. What works for one industry may be a world away from another. That’s why it’s so important for manufacturers to partner with an agency that understands their sector.

The emergence of manufacturing digital marketing

With the disruption of Industry 4.0 and generational handovers, manufacturing firms are investing considerably more in digital marketing. Historically, the industry relied on personal relationships to build companies from the ground up, but now we face the following challenges:

Increased competition from global suppliers
More intense product scrutiny due to technology
Changing market conditions, for example, Brexit.

A strong marketing and PR agency will have specialist knowledge of your sector, understanding changing trends and offering creative ideas. If you’re looking to partner with an agency, keep these things in mind:

Do they know their CNC from their TPM?

If your agency team can’t understand your product, they can’t market it. When you’re having those initial conversations to select an agency to support your business, look for evidence that the team understands the manufacturing sector. Do they have case studies of work with other manufacturers? Are they willing to put you in touch with their clients to help you find out whether they’re the right fit for your business?

One red flag is an agency that sends you an instant, generic proposal. We’ve seen this happen time and again with our manufacturing clients, who received cut-and-paste pitches without demonstrating specific knowledge of your industry or business.

Beyond the brief

An agency partnership isn’t just a service – it’s a relationship. According to the Content Marketing Institute, 55% of manufacturing marketers felt the biggest challenge was ‘overcoming the traditional marketing-and-sales mindset’.

You know your business, your supply chain and your customers. The right agency will bring ideas to help you reach the people who matter with the right messages. They will also suggest opportunities to work with other industry connections. A great indicator of a long-term relationship is an agency that is willing to connect their clients or share their contacts.

The best agencies will go above and beyond to help you because they can – not because they’ll get something out of it.

Meet the account team

We cannot stress this one enough. It’s so important to build relationships with the people who’ll be working on your account – not just a business development manager who’ll disappear after signing the contract. Request a meeting with the account manager.

Make sure they understand your goals

Depending on your marketing knowledge or your business aspirations, your goals will vary. You might want a deep-dive report each month into your online versus your offline performance. Alternatively, you might not be interested in bells and whistles – just the bottom line.

Make it clear from the get-go what you want to achieve, and ensure your agency can deliver. Establish how you will measure success: are you measuring likes and follows or is your agency keen to look beyond these metrics at the journeys people take once they have engaged with you.

Test the water

If you’re not ready to commit to a 12-month contract, is there an initial project you could use to test the water? A new product launch, a recruitment drive, or help to create a PR and digital strategy and plan for your business? That way, you’ll get a feel for the agency’s processes and client management. Once you feel comfortable, you can start planning long-term campaigns.

Nearly two-thirds of B2B industries are outsourcing to agencies. Give your teams time to focus on your operations and trust the experts.

We have been working with manufacturing and engineering businesses for over 30 years. From floorcoverings to food ingredients manufacturers, find out more about our work here.

In Conversation with The Partners Group: PR Best Practices

Partners PR — 28/04/2020

The Made in Group has held a live interview with Made in Yorkshire Patrons, The Partners Group. On the discussion table was PR advice for members, how to handle communication during the Coronavirus Outbreak as well as the sharing of groups Best Practice for manufacturers.

Held last Thursday at 2:30 pm via Zoom on the backend of the Made Platform, members gathered to watch a panel discussion from the Yorkshire based PR company. Hosted by Made in Group’s Alessandro Sorrentino, Digital Content Specialist, the discussion included panellists Karen Tinkler, the Director of The Partners Group as well as Joe Richardson, Senior Account Executive.

As part of the interview, both Karen and Joe discussed some of the online resources that the Partners Group has put together, and that are free to access online. These include Preparing for and coping with a crisis online, Preparing for and coping in a crisis, and Stand out from the crow: Creating a professional and engaging LinkedIn Profile.

You can watch their advice below.

What are some good Internal PR Methods?

In the first section, you'll be able to learn about some of the vital PR methods that you can use in an internal platform. From management-to-staff internal emails to company updates, you learn more about how to engage in good practice PR as a manager.

Best Practice Tips

In the next session, you'll hear from both Karen and Joe who will be sharing some of their Best Practice tips that you can implement into your workplace today.

PR During COVID 19

Following on from the previous section, in this question the Partners PR group answer and share their advice on how members can engage in good practice based PR during the Coronavirus Outbreak.

How to engage with clients during shutdown

In the final section, both Karen and Joe share their knowledge on how members can engage with their clients during the Coronavirus shutdown. You'll learn about what type of message you should be sharing, what platforms to be sharing that on, and how often you should be sharing it.

The Partners Group named one of the north's top PR agencies

Partners PR — 30/11/2019

York based PR, digital and communications agency, The Partners Group, has been ranked number 40 in the Prolific North Top 50 PR Agencies list, rising two places since last year.

The ranking is based on financial information taken from Companies House and data supplied by more than 200 PR agencies, which are either based in or have offices in the North of England.

The Partners Group, which employs a team of eight people, is the only York-based agency to feature in the top 50.

Director Karen Tinkler said, “We are so proud to be ranked as one of the leading agencies in the north. Our rising in the rankings really reflects our continued growth, client wins and the hard work that everyone puts in. It’s a fabulous result for the team.”

The agency works predominantly in the manufacturing, property and construction, professional services and food processing industries across the UK. Clients include Apollo Fire Detectors, ROCOL, Saint Gobain Glass, Morley Glass & Glazing and Silvery Tweed Cereals. The team also provides global publicity support through the International Public Relations Team network.

Find out more about the Partners team's work in the manufacturing sector here.

Free advice from Made in Yorkshire patron to help members combat skills shortages

Partners PR — 21/04/2022

Made in Yorkshire patron The Partners Group is launching free guides for manufacturing and engineering businesses to help overcome some of the key challenges the sector faces.

Recruiting talent into the industry, preparing a manufacturing business for sale, embracing and communicating a CSR strategy, and crisis communications are all among the topics Partners will cover in a series of white papers.

The first - How to use PR to attract the next generation of manufacturers – is designed to help manufacturing businesses combat the skills shortage in the sector and plan for long-term success. It will launch at next week’s Backing Britain 3.0 expo.

Partners is a team of PR and communications experts who have been working with manufacturing and engineering businesses since the agency was founded over 30 years ago. They joined Made in Yorkshire in 2019.

Director Karen Tinkler says, “Like so many industries in the post-pandemic world, UK manufacturing is undergoing a period of seismic change. These changes present both challenges and opportunities for the sector. Despite being plagued by staff gaps, supply chain shortages, and Brexit, UK manufacturing remains resilient. It continues to evolve in line with Industry 4.0, identifying new methods for cutting costs and upping productivity.

“But with a new wave of technology comes a new generation. Enter Generation Z – the young, proactive workforce who come armed with innate digital knowledge. Technological advancements offer great commercial gains, while fresh talent can propel the industry forward. It’s about connecting the two, and PR has a key role to play.

“Our first guide will help manufacturing businesses identify proof points and use PR to communicate effectively with Generation Z to attract new talent into the sector – and, importantly, into their businesses.”

The guide will be published on the Partners Group website. To access it, click here.

Building a global PR strategy for the results you want

Partners PR — 25/04/2025

As a manufacturer, expanding your public relations campaign across multiple countries can unlock huge potential for your brand—but like most things, it doesn’t come without careful planning.
When it comes to global PR strategies, a one-size-fits-all approach won’t cut it. To get the results you deserve, your approach will require a clear strategy that considers cultural nuances and media landscapes of that specific market.

Remember that age old saying, ‘Rome wasn’t built in a day?’ Well, the same can be said for building a PR campaign. It takes time and careful planning, which we can help you with. Whether you’re planning to enter a new market or simply strengthen your presence in established ones, we’re here to help you make sure your message lands and generates the traction it deserves.

Starting with a strategy

Before you start looking at your approach, we advise you to first think about your end goal and what it is you want to achieve. To get the best results, an international campaign should start with a sense of direction because a campaign without purpose is just noise.

Before starting work on any international campaign, we will always ask our clients three key questions. These questions help us to lay the foundation for the campaign and in turn helps you to think about the bigger picture:

Is this a full market entry with a new product or service?

If you are entering a new market, one press release simply will not work. You will need strategic, sustained communications to introduce your company and services, and build credibility amongst a new audience.

Do you already have a presence in your target market, or do you need to look at brand-building?

If you don’t already have a presence, you will need to think about brand building to start reaching your target audience. The first step is to identify how your brand is currently perceived (if at all) in that market and put together a bespoke strategy that reinforces your reputation, expands your audience, or increases visibility in the sector.

Do you need to shift perceptions or reposition your brand in a specific territory?

Think about your current reputation, and the overall reputation of your industry in the media landscape. Having this information up our sleeve will help us shape your messaging, manage the narrative of your campaign and ensure the message aligns with local culture, audiences, and news agendas.

By answering these questions, we will be able to create an effective, focused media campaign that communicates the right message in a way that will resonate with local audiences.

Stay true to your core values

Before you start communicating in a new market, take a step back and consider your brand values. While your messaging may change to suit local audiences, your core identity and brand values should remain consistent, this helps you to build and retain credibility.

Think of your brand values as a thread that ties your communication together. Your brand values define who you are as an organisation, what you stand for, and how you want to be perceived. Whether it's your commitment to innovation, sustainability, overall quality of your products, or your customer focus, your core values should be clear throughout all of your communications.

A PR expert, such as ourselves can help you craft compelling messages that align with your brand values, translating them for an overseas market. We can also advise on overall tone of voice, and act as your brand guardian to ensure every campaign reflects who you truly are.

Get to know the locals

Think about your target audience(s). Simply putting a UK press release through Google Translate doesn’t create a global strategy and certainly won’t secure you results. We advise getting to know the local audiences and understanding what the media landscape looks like in that market.

Remember, every market has its own culture and agenda meaning what is newsworthy here in the UK, might be irrelevant elsewhere. Again, we can support you here. With our global contacts, we can identify what local journalists want and tailor your messaging to suit them.

It’s not just about translating the language, you may also need to tweak the angle or news hook behind your message to reflect the cultural context, values, and specific interests of each market.

If you already have an industry contact in that country, get to know them and make sure they understand your intentions, this will help your credibility through word of mouth, ultimately making your sell that little bit easier.

When your campaign feels native to the market, it stands a far better chance of cutting through the noise and generating results.

A global PR strategy isn’t about blanket coverage—it’s about smart, focused storytelling that is tailored to each individual market. Set clear goals, tailor your approach, and keep it cohesive - this will help you stand out from the crowd.

If you’re ready to start planning your global PR strategy, let’s have a chat. As part of the global iPR Team network, we work with a trusted network of experienced PR and marketing professionals across Europe, Asia, Africa, and the USA to help bring local insight and global coordination to your campaign.

Partners help PBH Rail Group get PR on Track

Partners PR — 18/11/2024

York-based B2B PR agency Partners PR has won a brief to help raise the profile of full-service rail engineering company, PBH Rail Group following significant growth that saw the company’s annual turnover increase by 10% to £11 million.

Founded over two decades ago and operating from York, PBH specialises in railway infrastructure design, providing a wide range of consultancy services for rail engineering projects across the UK and overseas.

In May 2024, the company expanded its offering and introduced a new civil engineering department, which was followed by a raft of new recruits, including Gary Robson, who was appointed as Managing Director for Civils.

Partners PR is delivering an integrated PR and social media campaign to increase brand awareness for PBH Rail Group and maintain its reputation as a full-service rail professional while the company continues its growth trajectory.

Senior Account Manager at Partners PR, Cherelle Jones says: “It is a very exciting time for PBH Rail Group with its rapid expansion and growth, and we are thrilled to be a part of their journey.

“The company has an extensive knowledge base and industry skills built through years of experience delivering projects for some of the biggest names in the railway industry. Our PR campaign will help to tell PBH Rail Group’s story and generate exposure to grow the company’s profile amongst potential customers.”

Managing Director at PBH Rail Group, Mark Bonner, says he chose to work with Partners PR because of their commitment, industry knowledge, and track record.

He adds: “We are an ambitious company that is looking to grow. As well as recently launching a new department, we are expanding into new areas with some significant project wins, so we wanted to spread the word about our capabilities.

“Partners PR took the time to really understand the business and develop a bespoke strategy that will help us to achieve the visibility we want. The campaign is already off to a flying start, we are blown away with the results the team has generated already, so I am looking forward to seeing what else we can achieve together.”

With over 36 years of experience, Partners PR is spearheaded by Monica Green and Karen Tinkler and operates across the property, construction, professional services, food processing, manufacturing, and engineering sectors. The team works with clients throughout the UK and globally through its membership of the International Public Relations Team network.

New workshops set to boost PR skills and crisis readiness in 2026

Partners PR — 12/01/2026

York-based B2B PR agency Partners PR is inviting local business owners to join two practical and interactive workshop programmes running throughout 2026. The two-hour sessions on PR strategy and crisis communications are designed to help businesses stay visible in an increasingly AI-driven world and ensure they are prepared to handle reputational challenges with confidence.

The first workshop, Crisis Communications Essentials, has been developed to help small and medium sized businesses understand what they need to put in place to protect their reputation should the unexpected happen. Although major scandals often dominate national headlines, smaller businesses can be just as vulnerable to crises such as fires, fraud, data breaches, operational failures or social media mistakes. The workshop provides a clear, accessible introduction to the core elements of crisis planning and response.

Participants will look at how to identify and prioritise the types of crises that could impact their business, how to analyse and segment audiences to ensure communication lands effectively, and how to develop a structured crisis communications plan. The session covers preparation, rapid response techniques and the steps required to restore trust during the recovery period. It is designed to give business owners practical guidance they can adopt immediately to safeguard their reputation and maintain stakeholder confidence.

The second workshop, How to Stay Visible in an AI World, focuses on helping business owners set the foundations for a clear, effective PR strategy. As AI continues to influence how organisations are discovered and perceived, maintaining visibility among the right audiences is becoming a fundamental part of business success. The workshop is ideal for leaders entering new markets, launching products or services, seeking investment, attracting talent, or simply wanting to stay ahead as technology evolves.

During the session, attendees will explore how to identify and understand the audiences that matter most to their business, shape messages that resonate with them, and select PR activities that genuinely support their commercial goals. The workshop also examines how to measure PR impact in a meaningful way. By the end, participants will leave with the building blocks of a tailored PR strategy that aligns directly with their growth ambitions.

Karen Tinkler, Director at Partners PR said the workshops come at a crucial time for businesses across the region: “Yorkshire’s SMEs are operating in fast-moving and often unpredictable conditions. These workshops are designed to give business owners the knowledge, confidence and tools they need to stay visible, stay prepared and stay ahead.”

How to Stay Visible in an AI World will run on the following dates in 2026: 11 February, 14 April, 11 June, 11 August, 14 October and 8 December.

The Crisis Communications Essentials workshop will run on 20 January, 11 March, 20 May, 7 July, 9 September and 12 November 2026.

All sessions take place from 9.30am to 11.30am at Independence House, Millfield Lane, Nether Poppleton, York.

For more information or to reserve a place on either workshop series, visit www.partners-pr.co.uk

Talk the walk: How a PR strategy helps to bring your ESG journey to life

Partners PR — 10/06/2025

Listening to the discussions around ESG on a recent Made in Group online industry meet up got us thinking. As the government ramps up its race to net zero, Environmental, Social, and Governance (ESG) strategies are no longer optional for UK businesses; they’re expected.

Whether customers, investors, employees, or the local community, today’s stakeholders want to know that the companies they support are serious about sustainability and social responsibility.

When it comes to the ‘E’ in ESG, many manufacturers seem to be taking all this change in their stride and implementing significant changes to their working practices to actively reduce their carbon footprint.

Of course, Rome wasn’t built in a day. Implementing change can take time, but have you thought about how you communicate the changes you are making and the benefits it can have? Communicating sustainability strategies effectively can help businesses grow by building trust, attracting new business opportunities and investors, attracting employees with shared values, and even opening the door to new funding to further accelerate your future growth.

Now, you may assume that communicating your actions is the last step of your ESG journey, but the right time is right now. Whether you’re in the early stages or well underway, sharing your story early and honestly helps build trust and shows accountability. It also invites others to join you on that journey.

So, where do you start when it comes to communication? Here are our thoughts.

Be honest

It’s important to remember that your storytelling must be grounded in honesty, clarity, and credibility. Glossy statements and vague promises might sound impressive in the short term, but they quickly fall apart under ‘greenwashing’ scrutiny. And once trust is lost, it’s incredibly hard to get back.

Without the right messaging, even the most meaningful progress can be overlooked or misunderstood. A good PR partner will help you to identify your key messages and tell your story in an authentic way that resonates with your key audiences and builds long-term trust.

Acknowledging challenges without making bold claims helps other businesses with their own journeys, and in turn, can open conversations that may help you. Remember, there is power in transparency, and it fosters trust to help you grow.

Take your time

Don’t run before you can walk. Too often, businesses try to position themselves as leaders before they’ve put in the work.

The key is to avoid overclaiming. Instead of trying to present a perfect picture, focus on being transparent about where you are in your journey. Whether you’re installing solar panels, upgrading your machinery, or simply looking at making your logistics greener, talk about what's going well for you but be open about what still needs to improve.

If you are ready to start communicating your efforts, we encourage you to work with a professional. An effective PR strategy is about clarity, not spin. We understand that sustainability is a complex matter, and each journey looks incredibly different, meaning there is no one-size-fits-all approach.

Given the increasing awareness around greenwashing, consumers and stakeholders are becoming savvier, so having a PR professional work on your overall message and narrative will help you communicate your story in a way that resonates with your audience.

We have a deep understanding of audience expectations, and the ability to translate strategy into compelling, authentic communications that support both your reputation and overall growth.

With almost 40 years under our belt, we pride ourselves on being a talented bunch of wordsmiths, creative thinkers, and PR strategists. We work with B2B organisations across the UK in the manufacturing, engineering, food, and drink processing, building products, construction, and professional services sectors, helping them to tell their stories in the right way, and at the right time.

If you’re ready to start exploring your environmental sustainability communications, we’re here to help.

Marketing lessons from Backing Britain Live

Partners PR — 01/10/2020

Always keen to try something new, and interested to see how an online only trade show would work, we rolled up our sleeves and got stuck in to Backing Britain Live in August. Now that the dust has settled, here are our thoughts on making the most of your presence at a virtual trade show.

Be prepared to fine tune

Billed as ‘the biggest expo of its kind for UK industry’, Backing Britain Live brought together 200+ virtual exhibitors across three virtual exhibition halls, featured 26 live events combining keynote speakers, round table discussions and online networking, and saw over 7,000 delegates visit the show over two weeks, as many of you will know. One thing we noticed was that, when it comes to going digital, a lot of the principles of successful face-to-face exhibitions still stand, but there are things that need fine tuning to achieve a successful virtual show.

Make it worth their while

Virtual or not, people need a reason to visit your stand. Take time to be clear about your message, and your offer, then communicate it. The approach we took was to target Made In network members who were exhibiting at the show with a PRINTED mailer (gasp), which we POSTED (double gasp) out ahead of the show, with an invite to join us on our stand for a virtual brew. And because we wouldn’t be on our stand to physically make a cuppa, obvs, we supplied the tea. Simple. We had some great responses, plus the added bonus of social shares and mentions. Our advice would be don’t dismiss the post box; it can give you opportunities to stand out from the crowd.

Take a multi-channel approach

Use the communication channels you have available - web, social, email, media…heck, why not go retro and pick up the phone? - to let the people who matter know why they should visit you, and the event. Will they hear valuable insights from high profile industry leaders? Have opportunities to network with exactly the right kind of people for their business? It’s not about you having a stand at a show and selling to people. It’s about showing the right people that you understand their world and can add value.

Don’t just sit there

Whatever you do, don’t be the person hiding away at the back of their virtual exhibition stand, working away in another browser window, missing conversation opportunities. A virtual show and exhibition stand makes it easy to hide, but remember why you’re there in the first place. It’s not just about people coming to see you – get out and see them! The beauty of a virtual show is that you can be manning your stand in one browser window, while visiting other stands in another. So don’t sit waiting for people to come to you; get out there and start some conversations.

It’s manning a stand, Jim, but not as we know it

Whereas a traditional trade show generally lasts a few days, running a stand at two-week virtual exhibition requires a different approach. Manning your stand (i.e. staring at a browser window waiting for someone to drop by) all day, every day for two weeks just isn’t practical. Instead, display on your stand and be clear in your publicity when there will (and won’t) be someone on your stand and available to chat. The live chat function also meant that visitors could start a conversation that exhibitors could pick up and respond to when they were next at their stand. While it’s a far cry from having an actual conversation in real life, the fact that most of us are very familiar with instant messaging meant that it actually felt pretty natural.

Talk about it

It’s a digital event, so you should definitely be talking about it on your digital channels. Before the show, flag up the benefits of attending. During the show, share useful information or best practice tips that you pick up from the speakers. Hunt down the event hashtags, as well as relevant wider industry hashtags, and use them. Engage with others who are talking about the show. Be visible, and be part of the conversation. After the show, think about the industry insights you’ve picked up there and can share that will add value to your customers and prospects.

Digital insights are ace!

You know those people who sneak past stands at trade shows, grab a free mint at lightning speed or throw a business card into the champagne draw bowl, then vanish into thin air? With digital visitor tracking, they don’t get away that easily. You know exactly who’s visited your stand, which gives you opportunities to follow up, and you don’t even have to do the dance of scanning delegate badges during the show. Result. This is one area of virtual exhibiting that we’d like to see evolve to offer more in-depth insights: when did people visit, how long did they spend on the stand, what did they view, what did they download? But, as virtual exhibition software 1.0 goes, we love, love, LOVED the digital insights. Make sure you download them from your virtual stand when the show ends, and use them well.

‘Happy hour’ is a great idea

If you missed the daily ‘virtual happy hour’ during Bacing Britain Live, you really did miss a trick. At its height, there were 90+ people on those video calls, raising a glass (or a brew), introducing themselves to the group and networking in smaller breakout sessions. And it’s a formula that really worked. Of course, seeing 90 faces on screen isn’t the same as being in a room together, but that didn’t stop conversations flowing, connections being made and relationships being built.

So as the world evolves, and we explore new ways of building the relationships on which many successful businesses are founded, our view is don’t dismiss virtual exhibitions. Done well, they can deliver huge value, with the added bonus of being able to run your stand and hear the wisdom of industry leaders while you’re still in your PJs. What's not to love?

If you’re preparing to exhibit at a virtual trade show, get in touch. We’ll be happy to help you make sure you get the most out of the event.

Why authenticity is key to recruiting manufacturing talent

Partners PR — 04/10/2021

Besieged by a perfect storm of new technology, Brexit and coronavirus, the UK manufacturing industry has had it harder than many.

According to the British Chambers of Commerce, two-thirds of UK companies are struggling to find new recruits, with production and manufacturing most lacking.

So, where exactly are things going wrong? The simple answer is to blame the skills gap or a generational crossover, but these are surface-level issues. Recruitment in fact has many parallels with PR: putting out the right message to engage the right audience.

Where authenticity and recruitment meet

How many times have you cringed at a job advert that asks for the world and offers ‘perks’ such as free tea and coffee or a “competitive salary”? These are neither unique nor are they genuine perks.

When recruiting, you need to consider your business values. This may bring up connotations of tradition or old-fashioned practices, but values can be tailored to the next generation of talent and are in fact what many would-be recruits are looking for from an employer. You just need to align your values with the demands of the next generation. For example:

Personal development
With Industry 4.0, manufacturing is evolving at a rapid rate. So, if your business counts a commitment to learning among its core values, this is an important message to communicate. However, it isn’t just about investing in the latest technology, but also in the ongoing personal development of your employees.
Skills and career advancement are one of Generation Z’s biggest motivators, so be clear about career progression opportunities in your communication and practise what you preach. Consider apprentice programmes or on-the-job training and offer this as a true ‘perk’ in your job descriptions.

Innovation
While Gen Zs value learning and development enormously, they also favour job security. By committing to innovation, your company can reassure this generation that it will move with the times and keep more people in work as a result. So, how can you practise what you preach with this one? It doesn’t mean throwing money at the problem. Consider initiatives such as:
Switching to more sustainable suppliers
Introducing JIT manufacturing and other Industry 4.0 technologies
Partnering with schemes such as Innovate UK to secure funding for the above or looking into your R&D tax credit eligibility.

Customer service
Whatever the generation, customer service is something that never goes out of style. Certainly, we can modernise this for the digital age, be that an e-commerce website or faster delivery, but it still comes down to the people.
“Your vibe attracts your tribe” is something of a cheesy truism, but you will attract like-minded people. So, make your commitment to customer service known: publish case studies to demonstrate it in practice and include them in your job advertisements. No recruit wants to hear how many years you’ve been in business – they want to see your company in action and the results you’ve delivered.
Remember, a job ad is your chance to sell yourself and a case study approach will help your business stand out.

Above all, practise what you preach

There is nothing worse than a brand that preaches values and does not act on them. We’ve seen tone-deaf advertising from global companies and a lack of self-awareness, from boardrooms to the way they treat employees.
You can do this by continually measuring and reviewing your working practices, from staff engagement surveys to technology updates and personal development progress. If you have evidence of your values in action, you’ll be able to promote your business as a trustworthy, authentic brand to work for, and the talent will come.

To find out more about communicating brand authenticity, contact Partners today on 01904 610077.

In conversation with The Partners Group

Partners PR — 28/04/2020

Last Thursday, the Made in Group was joined by Made in Yorkshire Patrons, the Partners Group for a live Q&A webinar where the focus of the discussion was how members can positively engage with their clients, and the wider role of PR during the current Coronavirus outbreak.

Held today 2:30 pm via Zoom on the backend of the Made Platform, members were joined by the company director, Karen Tinkler as well as Senior Account Executive Joe Richardson where the two shared their knowledge and advice to members who submitted several questions in relation to PR.

Check out the clips of the live interview below.

How to engage with clients during shutdown

In this first section, we ask the Partners Group how members can engage with their clients during the shutdown. In this section, you'll learn about the type of message you should be sharing, what platforms you should be sharing that message on as well as how often you should be sharing a message.

PR During COVID 19

In the second section, the Partners Group answer member questions on how to handle your companies PR during the Coronavirus outbreak.

Best Practice Tips

In the third section, both Karen and Joe share their best pratice tips with members.

What are some good Internal PR Methods?

We know a lot of members are currently working at home. In the final section, the Partners Group share with members some of the ways that management can communicate with their staff during the ongoing outbreak.

Back Britain by making your mark in a digital world

Partners PR — 15/06/2020

While many manufacturers may not sell their products online, that’s where the buying process starts for a lot of people. An effective digital marketing strategy, presence and profile will help make sure your business is visible when people begin their search for your products and services, and will help position you as a respected market leader and expert in your field.

The Partners Group is a Yorkshire PR and digital agency, with over 30 years’ experience of supporting manufacturers across the UK and beyond in the food processing, building products, construction and industrial products sectors.

Here’s our advice to get you started:

Establish your starting point: What are people searching for in your industry, right now? And is your website ranking for those keywords? If not, there’s work to be done to make sure you are appearing in the right searches, and not losing out to competitors. Get to grips with Google Analytics: it can tell you so much about what people are looking for and how your website shapes up.
Be useful: You might be ideally placed to advise on a niche product or application, but if your company doesn’t appear when people search for it, you could be missing out on a future customer. Prospective customers want to work with businesses that know their niche, and demonstrating your knowledge in the digital world is important for engagement early in the buying cycle.
Keep up: If you pivoted production and started to manufacture new products during Covid-19, does your website show that? Making the products is one thing; getting them in front of potential buyers is another. Your website and wider digital footprint – social media, email marketing, online PR, SEO – will all help you gain visibility and attract enquiries, provided you’re using them well.
Don’t ignore social media: LinkedIn, in particular, is a platform often overlooked by manufacturing businesses. And yet it provides opportunities to maintain the relationships built by sales teams and keep your company and products front of mind. Make sure your sales team is comfortable using LinkedIn, and put a good content strategy in place to give them useful and relevant information to share. How to guides, new contract wins, advice and case studies will all help keep current customers engaged and draw prospective customers closer.

For help with digital marketing, feel free to get in touch for a chat with one of our experienced team.

Online Reputation – why does it matter?

Partners PR — 02/05/2024

It is said that it takes 20 years to build a good reputation, but only five minutes to lose it.

In today's world, the digital landscape has undergone significant changes. When it comes to growing and enhancing a business, having a good PR strategy that includes online reputation management is crucial.

As PR professionals, we are frequently asked why online reputation is so important and how to manage it effectively. Here, Cherelle Jones, Senior Account Manager at Partners PR, offers insights into how you can take control of your online presence and grow your business by incorporating reputation management into your marketing strategy.

Why does reputation management matter?

A 2020 report prepared by Weber Shandwick highlighted that 63% of a company’s market value is directly related to its reputation, and 87% of executives consider reputational challenges more important than other strategic risks.

While reputation management may sound like a new phenomenon, it has always been understood by high-profile or public figures that a positive reputation is vital to overall success.

Regardless of your company's size or industry, people buy from those they trust, and your company's reputation plays a huge part in building that trust.

In highly competitive markets, such as manufacturing, where quality, reliability, and consistency are paramount, a strong online reputation helps to maintain trust and credibility among potential customers, partners, and stakeholders which in turn helps to set you apart from competitors.

A positive online reputation can also help in recruitment and staff retention. Prospective employees often research a company's reputation before applying for a job. A good reputation helps to attract skilled workers, and existing employees are likely to remain loyal when associated with a reputable company.

Your reputation can also impact collaboration with suppliers and partners. A strong reputation indicates professionalism, which leads to better partnerships.

What impacts online reputation?

In today's digitally dominated world, public perception can be shaped by several online sources, including social media comments, news articles, and customer feedback.

Having negative online comments and a poorly managed reputation can unfortunately lead to a public relations disaster that can impact your business financially.

It's important to continually work on building and maintaining good relationships with customers and a positive reputation. That's why we recommend incorporating reputation management into your overall PR strategy.

Keeping track of your reputation

The first step to effective online reputation management is to monitor your business's online presence and understand its digital footprint.

Ensure you are regularly checking social media platforms, online forums, and review sites that can provide you with valuable insights into your customers' opinions and feedback.

By staying informed, you can quickly identify any potential issues that require immediate action, as well as areas where you can make improvements to enhance the overall customer experience.

This proactive approach not only helps you build a stronger brand reputation but also fosters customer loyalty and engagement.

Managing negativity

Sometimes, negative comments are inevitable, but how you handle them determines whether your reputation is impacted.

As PR professionals, we always advise our clients to acknowledge and address negative reviews professionally. You must demonstrate concern and commitment to resolving any issues you face. Ultimately, this helps you to safeguard your reputation.

You should also ensure that all responses are issued promptly. Again, this shows you are taking the situation seriously and helps to harbour that element of trust among your customers and other partnerships. Where possible, we also advise you to try and take the conversation offline.

Once you have handled negative comments, it's time to start thinking about the bigger picture, and your overall PR strategy. Remember, most negative stories cannot be removed completely, but it is possible to control just how much is seen.

Research shows that 75% of people only look at the first page of search engine results to form an opinion. Besides helping you to monitor and maintain your digital footprint, a PR professional will be able to control your narrative and weaken negative material to promote the positive.

As PR strategists, we can curate shareable content including press releases, thought leadership pieces, blog posts, and social media posts to help ensure your company is seen in the best possible light. Ultimately, this helps to fill search results with positive messages and push any negative content down in search engine rankings.

Alongside online reputation management, we also advise you to consider building a well-thought-out crisis communications plan to help safeguard your reputation in the event of an unexpected crisis.

Whether it’s to help counteract the impact of a product recall, a cyber security threat or a natural disaster, a crisis management plan is a strategic document that outlines the procedures, responsibilities, and actions to be taken by an organisation in response to a potential crisis.

It will also establish both internal and external communication protocols, including media relations to manage the narrative and stop the potential spread of misinformation.

If you are looking to take charge of your reputation, we are happy to help. At Partners PR, we pride ourselves on being a talented bunch of wordsmiths, creative thinkers, and PR strategists.

We work with B2B organisations across the UK in the manufacturing, engineering, food, and drink processing, building products, construction, and professional services sectors, helping them tell their story to the right people, at the right time to build, maintain and enhance their reputation.

A Yorkshire Day brand refresh for MIY patrons

Partners PR — 01/08/2023

As a straight talking PR agency based in God’s Own County, what better day to launch our brand refresh than Yorkshire Day?

Made in Yorkshire patron The Partners Group is marking the annual celebration of all things Yorkshire - and the company's 35th year in business - with a new corporate identity that tells people exactly what they do. The company has always been Partners PR Ltd, trading as The Partners Group, but from today they will trade as Partners PR, with a new logo saying exactly that.

Doing what it says on the tin

PR has evolved over the years from publicity and reputation management through media relations, in the main, to embracing all forms of stakeholder communication and engagement, both off and online.

Director Karen Tinkler says, "The team at Partners lives and breathes PR and, with more than 35 years under our belts, we are true experts. We want the company name to reflect this and let people know exactly what we do.

"Whenever we talk about The Partners Group, it always needs further explanation. Now, as Partners PR, what we do is self-explanatory and we can get straight into the conversations we love to have about how we help businesses grow, attract talent, prepare for a sale or exit, or simply tell their story to the people who matter."

Reflecting company values

As Partners marks 35 years in business, the team has spent time revisiting the company values and the way they do things to make sure they continue to reflect the business Partners is today. "We all agree: collaboration, curiosity, and clarity form the bedrock of everything we do, and inform the way we work with our clients, our suppliers, our supporters, and each other as a team," Karen says.

Here's how:

Collaboration: The company is called Partners for a reason. Combining the team's PR expertise with clients’ knowledge, the two work together to help clients grow their businesses. And within the Partners PR team, everyone supports each other to be the best they can be.

Curiosity: Everyone at Partners digs deep to know more, think creatively, generate ideas, and be enthusiastic storytellers.

Clarity: You can rely on Partners PR for down to earth, straight talking advice and supportive challenge. The outcome is clear communication that delivers results.

So if you want to work with a no-nonsense, no-fluff PR team that loves to work with manufacturing and engineering, building product, food processing and professional services companies who share our values, get in touch. And have a very happy Yorkshire Day!