Pulling together to help Zac attack the Big C

Pulling together to help Zac attack the Big C

Head of PR Sarah discusses how a community’s social media campaign has changed the lives of Zac Oliver and his family…

Having worked in and around newspapers, television and radio for more years than we care to remember, we know the media often gets a bad rap. So does social media – think fake news, internet trolls and screen addiction.

But over the last few weeks, anyone from Shropshire – which just so happens to be our beautiful neck of the woods – and beyond has witnessed how the media machine can be a force for good.

When four-year-old Zac Oliver’s family launched a desperate appeal to raise £500,000 to pay for cancer treatment in America after exhausting the options available in the UK, little could they predict what would happen next.

A social media campaign led to local press interest, which in turn led to more people joining the fundraising effort as awareness grew.

The campaign gained national attention and culminated in a generous £50,000 donation from music mogul Simon Cowell – topped only by an incredible £100,000 gift from an anonymous donor to help them hit their target earlier this week.

In the lead up to this, hundreds of events were held in the community and the appeal received social media backing from the likes of West Bromwich Albion FC, footballer Jermain Defoe, and TV presenter Jonathan Ross amongst others. Posts were liked and shared thousands of time by thousands of people, leading to donations pouring in.

We were all touched by Zac’s plight and we’re proud to say we played our small part in the best way we could think of, by freely donating our time and resources as a PR agency over the last few weeks to help tell his story far and wide.

It’s been humbling to see our wider community pull together to support the appeal, ultimately giving Zac the best chance possible of beating his illness. And our traditional media and its younger upstart, social media, have shown how their power and influence can be life-changing in a positive way.

We’ll all be thinking of Zac and his family over the coming weeks and months as they prepare for the next stage of their battle in America.

Go on Zac, we’re all rooting for you – we know you can beat it!

You can still donate to Zac’s appeal here.

 

01952 728526

shout@nathanrous.com

Nathan Rous PR

58/59 Sheinton Street

Much Wenlock

Shrewsbury

Shropshire

TF13 6HU

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Beauty and the brand ambassador: Do celebrity endorsements always work?

Beauty and the brand ambassador: Do celebrity endorsements always work?
Beauty and the brand ambassador: Do celebrity endorsements always work?

My screen at work (sorry Nathan – it’s research!)

New recruit Joanna decided to investigate Princess Eugenie’s husband’s job title and look into how brand ambassadors can really help or hinder a business…

There’s nothing most Brits love more than celebrating a Royal wedding. First we had Wills and Kate, then Harry and Meghan and today marks the wedding of Princess Eugenie of York and her fiancé, tequila brand ambassador, Jack Brooksbank. 

Casamigos, the tequila brand created by famous faces Rande Gerber and George Clooney, has employed Brooksbank as the UK brand ambassador. Of course, his role has led to a few sniggers from the press, ‘will Her Majesty be sipping margaritas?” and the like.

The wedding itself may not have Casamigos branding all over it, but I don’t doubt that it will make its way into the glasses of the guests as they party the night away (Prince Phillip, we’re looking at you!) I also don’t doubt that the mere mention of ‘tequila’ will have encouraged the public to purchase some Casamigos as they head home to toast the happy couple.

So, what is the difference between a celebrity spokesperson and a brand ambassador..?

According to entrepreneur.com, there is a difference. “By definition, a brand ambassador, unlike a celebrity spokesperson, is someone who eats, lives and breathes your brand.”

Nowadays especially brand ambassadors do not necessarily need that quality ‘celeb’ power, and can be picked due to their social media presence or the fact that they genuinely love the brand they’re working with. Instagrammers and ‘people on the ground’ are promoting brands, allowing consumers to be reached on a more relatable level rather than from the ‘celebrity’ pedestal.

Here at NPR, we have also found have ambassadors don’t even need a huge following, but instead just incorporate the brand into their everyday lives. Our client nextbike have worked with several ambassadors who promote their use of the service on social media, which in turn encourages others to try out the experience too!

Regardless of origin, some great partnerships have been made between ambassadors and brands, however some have not…I decided to do some research and find some examples of brand ambassador wins and woes…

THE ONES THAT WORKED (AND STILL DO!)

George Clooney and Nespresso

George, to me, is almost perfect. Handsome, charismatic, lovable – why wouldn’t you want him sipping Nespresso on TV screens all across the world? It really is a match made in heaven!

ASOS and their insiders

ASOS appealed to their audience brilliantly when they launched the ASOS insider campaign. The Instagram accounts are ran by a diverse group of 20-somethings all employed by ASOS in various sectors. Each Insider promotes the brands using images and sell-outs are common when and Insider has worn the product.

Kate Moss and Rimmel

Even when Kate Moss’s other brand deals fell through after her alleged drug use, Rimmel stood by their spokeswoman. She now has a permanent collection with the brand, that sold out when first released. 

THE ONES THAT DIDN’T

Kendall Jenner’s Pepsi

Controversy seems to follow the Kardashian clan, but when Kendall Jenner appear in a Pepsi ad that received huge backlash as being insensitive to the Black Lives Matter movement.

The criticism was so bad it caused Pepsi, who have also had issues with Ludacris and Madonna’s campaigns, to pull their advert and Jenner apologise profusely for her ‘thoughtless’ actions.

Helena Bonham Carter and Yardley’s

According to Business Insider, Yardley’s  terminated their contact with the actress because “she claimed she never really wore makeup and didn’t actually know why they’d picked her”.

Our Opinion

  • Serious thought should come into approaching brand ambassadors, and brands should take time when creating these collaborations.
  • Brands should choose endorsers who match the brands morals and values to ensure no wires are crossed as well as doing their research to ensure the collaboration is fruitful for both parties.
  • Don’t forget! Your brand ambassador can promote on a variety of platforms – be sure to utilise Twitter, Facebook and Instagram as they have different audiences to reach!
  • A small budget doesn’t mean you can’t work with brand ambassadors. Why not try giving out free product/services to customers? A little promotion could go a long way.
  • A good brand ambassador will provide a friendly face of a company and ensure both their reputation, and yours, stays untarnished.

01952 728526

 

shout@nathanrous.com

 

Nathan Rous PR

58/59 Sheinton Street

Much Wenlock

Shrewsbury

Shropshire

TF13 6HU

 

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We’re on the hunt for a new NPR team member​

We’re on the hunt for a new NPR team member​
We’re on the hunt for a new NPR team member

Do you want to work for the best PR agency in the Midlands? Ok, we may be slightly biased, but we do have an incredible list of clients and we get some amazing results.

In the past 12 months alone, we’ve had coverage in every national newspaper going, our clients have been on The One Show, The Radio 2 Chris Evans Breakfast Show and ITV’s News at Ten, and we’ve had viral hits on social media.

We’re currently looking for a confident, enthusiastic account executive to join our team. Day-to-day duties will include writing press releases, pitching story ideas out to the media, responding to media enquiries on behalf of our clients and monitoring coverage when it comes through.

So if you can spot a great story, you have a way with words and you’re not scared to pick up the phone and talk to journalists, we’d love to hear from you.

Responsibilities

  • Research and write press releases, case studies and social media posts
  • Pitch out press releases, stories and feature ideas by phone and email to national, regional and trade journalists, across print, broadcast and online
  • Respond to queries from journalists
  • Arrange interviews and editorial meetings with key journalists for clients’ spokespeople – in person or over the phone – and facilitate these meetings where appropriate
  • Monitor and collate media coverage and produce reports as necessary
  • Support senior team members across all elements of client accounts
  • Attend client events and meetings with colleagues
  • Contribute to team brainstorm sessions to generate fresh ideas for PR campaigns

Skills and experience needed

  • Excellent written communication skills
  • Good teamwork and negotiation skills
  • Flexibility, determination, enthusiasm, confidence and the ability to cope well under pressure
  • The ability to think strategically and good analytical skills
  • A good knowledge of current affairs
  • Excellent organisational skills, with the ability to work on more than one project at a time
  • Creativity and imagination
  • Ability to use own initiative
  • Previous agency experience desirable
  • Driving license

If this sounds like the role for you, send over your CV to our senior account manager Sarah by emailing sarah@nathanrous.com. 

01952 728526

 

shout@nathanrous.com

 

Nathan Rous PR

58/59 Sheinton Street

Much Wenlock

Shrewsbury

Shropshire

TF13 6HU

 

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