Much like the eye-catching front cover of a magazine, your website is an introduction to what’s inside your business – a window to your world.

If done correctly, it can convey your expertise and professionalism, foster customer confidence and trust, and brand you as a credible employer attracting people who want to work for you. Given this, what kind of content should you have on your website to optimise your communication?

1. Use well thought out content that communicates your culture

Who? What? Where? When? How? Why?

These questions can be answered throughout your home page, about us section, services page, etc. One point to remember is copy for the web should be different for that meant for print. Most people skim read websites rather than loiter; your main aim is to give people what they want to see in the blink of an eye and the search engines great content so you will be found online.

The essence of website content is originality. Search engines and your audiences want original and genuine content. Communicate the company ethos and personality, forget the industry jargon, and keep the updates regular.

2. Create a news page

One page that’s often overlooked but is incredibly important in promoting your business is the news page. Some companies use a blog for this. The news page is where you can communicate what it is you do, in real time.

Developing a news page can have a positive impact on your business for a number of reasons

  • Keeps your staff, customers, stakeholders and the wider community engaged with your business.
  • Builds your image and reputation.
  • Illustrates how proactive you are within your business.
  • Original content will be proactively promoted throughout search engines thus increasing traffic to your website.

Get your blog or news page going today with these easy to follow tips:

  1. Consider a brief headline. In any search result only the first 50-60 characters of the title will appear. Never repeat your headline in consecutive posts! Search engines will assume it’s a duplicate of the last piece and place it way down the search results list.
  2. Write for your audience. Use a conversational tone to engage the people you want to engage.
  1. Keep your sentences short with no jargon. Lists can be good to allow you get to the point, but again, only use them where relevant.
  1. Don’t fill the content with the same key word. Constantly repeating the name of your business within every article will place you at a disadvantage. Search engines will move you further down the search list.
  1. Use photos, and if you have them, videos. News that can illustrate the story is far more engaging for the reader.
  1. Add a quote from a spokesperson. This could be your MD, line manager, or customer. Not only do quotes add weight and perspective to a story, but they make it real.

Remember the magazine cover. If you want people to have a good feeling about you, make sure you look the part and also talk the part. You are an expert in your field, so regular content updates make it much easier for people to understand you, find you, and ultimately enquire about your services!

I read the funniest e-shot I have ever read last week, I declared it a great piece of PR.


Because it’s a great story, it connects with people, it has personality, it’s human, it isn’t selling something, and it’s memorable.

Here it is in its entirety:

David Parkin, Director of events and travel business COPA, on getting run over…by a golf buggy

Getting run over by a golf buggy wasn’t my finest sporting hour.

It isn’t a story I’m eager to tell either.

But memories of that infamous occasion came flooding back this week with the news of the death of great Fleet Street sports writer and editor Peter Corrigan from cancer at the age of 80.

You see it was Peter who was at the wheel of the golf buggy that landed on top of me. Given that such vehicles travel at a top speed of 5mph you must be wondering how I found myself under its wheels.

I still am too.

Cardiff-born Peter’s career saw him go from tea boy at the South Wales Echo to sports editor of The Observe presiding over a team of stellar talents including the nonpareil Hugh Mclivanney.

In between those two roles he worked at almost every newspaper in Fleet Street and helped write the autobiographies of England’s 1966 World Cup winner Martin Peters and rugby great Jonathan Davies.

One of his biggest scoops came in 1962 when he was on holiday in Italy with his wife and bumped into Wales, Leeds United and Juventus legend John Charles on a beach.

When Peter enquired: “How you doing Charlo?” the footballing giant replied: “I’ll give you an exclusive, I’m going back to Leeds.”

He was later appointed chief sports columnist for the Independent on Sunday and wrote The Hacker column about his golfing exploits.

That was what he was doing when I met him a few years ago when I was business editor of the Yorkshire Post and offered a tempting “freebie” trip to play several top golf courses on the Algarve in Portugal.

I joined a handful of journalists as guests of a luxury golf tours firm.

We stayed in separate apartments at the top end Pine Cliffs golf resort and on the first morning were booked to play the well known Quinta do Lago course.

The course was pretty busy so we started on the 10th hole and had all got into our stride by the time we were getting to the halfway stage on the first tee.

I smacked my tee shot into some bushes at the top of a bank on the side of the fairway and set off to find the ball.

Peter Corrigan, who I was sharing a buggy with, followed me up the bank as I whacked my ball out of the bushes and back onto the fairway.

But it didn’t travel very far and I walked down the slope to hit the ball again.

What I didn’t realise was that Peter had driven the buggy down the bank behind me and instead of putting his foot on the brake, pressed down on the accelerator.

I heard a shout of: “Get out of the way!” turned my head but before I had a chance to leap clear the buggy had hit me and I was aware of rolling underneath its wheels as it continued down the hill for several metres before coming to a stop.

During those brief seconds under the buggy I remember all I could think was: “I’m going to die.”

When the buggy finally came to a stop I was spread-eagled lying on my chest underneath it.

The first thing I thought was: “I’m alive!”

All I could hear Peter Corrigan shouting to passing golfers was: “He’s dead. He’s f***ing dead!”

The two other people playing with us ran across the course and it took them and Peter’s efforts to lift the buggy up so I could crawl out.

One of them later told me that all he could see when he ran over to help was a golf buggy with a white golf shoe sticking out from underneath it.

He said it reminded him of that scene in the Wizard of Oz when Dorothy’s house lands on the Wicked Witch of the East and all you can see is her scarlet slipper poking out from under the wooden house.

Having emerged from under the buggy, the adrenalin of knowing I was still alive enabled me to stand up for a few seconds before collapsing on the fairway.

The leather belt on my golf trousers had nearly been sliced in half, my thick polo shirt was torn open at the back and there were holes in the knees of my trousers.

I still have the shirt at home. I should frame it like other sportsmen frame their international shirts.

A member of staff arrived in a buggy to take me to the golf resort’s medical centre.

I later commented that not one person sitting on the terrace of the clubhouse who had witnessed the accident had come over to help

“No, but they did give you a standing ovation when you were driven past them in the buggy on the way to the medical centre,” pointed out Peter helpfully.

At the medical centre I was checked over by a German medic called Dr Kaiser (with a story this ridiculous you don’t need to make a name up like that).

He told me I was exceedingly lucky as there didn’t look to be any internal injuries or broken bones but he said I had a couple of black eyes and cuts and bruises to my back.

“But my chest is really burning,” I complained.

“It will be, you’ve got a tyre mark right across it,” explained Dr Kaiser.

At that point Peter Corrigan burst into the examination room.

I said it was kind of him to come back to check if I was OK.

“I had to, that accident really affected my concentration and ruined my round,” he replied.

All the best Peter, thanks for the (painful) memories.


So what is it that we can learn from this and why is it such a good piece of PR?

The topic may be golf but you don’t have to be a club member, or have in-depth knowledge of the game to appreciate that this story is gripping, informative, funny, and packed full of human interest.

Be honest with yourself, how many e-shots do you receive in a week? How many do you remember?

Most e-shots I receive go straight to spam whereby I delete on mass, but this one I read.

I read it because the title pricked my curiosity, ‘…getting run over by a golf buggy’, you don’t hear that every day!

After the first paragraph you are absolutely hooked by the authors submission to share what must have been an embarrassing, not to mention worrying, experience.

Once gripped you taken through paragraphs of humorous detailing that serve to enhance the story before ending on serious note, the authors nod to a deceased colleague.

So before you approach your keyboard, just think, how can my story connect, engage, entertain, and be memorable.

Sounds hard? Start with giving a bit more of yourself like this author did, after all PR is about positive relationships so start creating them.

Information, news, articles, features, content, content, content – it’s absolutely everywhere – but is it of value?

Creating stories or delivering your business message isn’t just a formulaic process; it requires planning, focus, creativity and the ability to format it correctly.

So how can you get back in touch with content that is meaningful, interesting, human, and above all worthy enough for a journalist to feature?

Claim back your untold stories and take your share of the content voice with this ten-step newsworthy plan to create attention-grabbing content.


Is this a big story of national importance, maybe even bigger, possibly worldwide? Think about the recent “Cure for Cancer” headlines or “Woman 106 dances with Obamas”.


Whatever the topic it has to be relevant for its audience, you wouldn’t send your school exam results to a business magazine but you’d definitely send the news to your local newspaper.


Anyone or anything that wields power is of interest to the media. Whether it’s about a powerful person, corporation, or economy, just think about the recent headline “PM Admits Owning Shares In Dad’s Offshore Fund.”


Does it involve a celebrity? In this celebrity-obsessed era you’re sure to catch attention if your story involves someone who is well known. From a soap star visiting your charitable cause to a pop star referencing your brand in a song, the opportunity is there for the taking.


It could be something quirky, something that breaks with tradition, or makes us laugh. Remember the biscuit shortage news? A serious story made quirky as we learnt of the UK based United Biscuits factory being hit by Storm Desmond.

Bad news

The news is full of bad news; it won’t be difficult to follow an example. Job loses, conflict, disaster, death, misconduct, you name it; the media just loves bad and sad news.

Good news

Achievement, success, triumph over adversity, heroism, bravery; from a local charity story to the London student who beat one in a 25 million odds of finding a stem cell donor to fight her blood cancer. Human interest and the feel-good factor is the key.


Hidden talents and myth busting are always good topics for the media. Did you know Steve Jobs created the first ever computer-animated feature film – Toy Story? Did you know it doesn’t matter how much Vitamin C you take it won’t prevent you from catching a cold?


Everyone likes a follow-up. Just think of the program Grand Designs; don’t we just love seeing how the houses look after five years? Maybe you have a ‘latest development’ story, or ‘where we are now’ piece, either way so long as it shows progression, is interesting, or grabs attention, it will be valid.


Who is the media channel for? There’s no point sending an academic white paper to a tabloid newspaper – speak the same language or forget it.

The secret to making a great story isn’t the quantity of information, it’s the quality of information created for the audience it’s intended for.

Just make sure it’s newsworthy – simple.

When I received feedback from a client that read, “Thank you for your advice, we put it into action and it went down a storm! We never thought we would accomplish what we did, thank you”, I considered that a priceless comment!

This company achieved a full-page news article in their local newspaper, based on our advice and input concerning media relations. Never before had they attempted this, believing they weren’t good enough, interesting enough or newsworthy.

They achieved what they deemed to be the unachievable, and also received a huge dose of recognition and credibility – I love PR for having the power to do that.

How did they achieve this? They developed a story that was authentic and relevant to their audience.

Here I share with you 3 PR tips to help you capture media attention, whether its for yourself or your business.

1. Be interesting

How do you make your story interesting but, keep it authentic and rich with content that is relevant to your audience. Be honest with yourself, is the story you are contemplating interesting? Maybe you have a hero in your business, a product that makes your customers’ lives easier, or a quirky service.

Just think of the most gripping stories, they can be exciting, scary or enlightening – but regardless, they engage.

Just think of the most gripping stories, they can be exciting, scary or enlightening – but regardless, they engage. One of my clients didn’t think they had much to announce this month so we got talking about business and developments and it turned out they had achieved new business on a national scale. From a provincial business they had developed into a UK wide business. We were able to develop a piece of communication around this to ensure the audiences they wanted to engage with knew about their capability and credibility nationally.

2. Be unique

Maybe you have a new service or product, or have achieved something unique in your industry. Maybe you are the only company in your industry to reach a particular milestone. Perhaps your recent new starter is unique – perhaps the only male in a female environment? Maybe your product is the first of its kind off the production line.

It isn’t good enough to create corporate fluff dressed up as a good story; think about how you would want to read about you. Only last week we identified a story that demonstrated my clients business performance and innovation in their market with their investment in electric vehicles. This is a worthy piece of communication for my client as they are the first company in their sector to make this investment.

3. Be newsworthy

Putting aside scandal and conflict, which the media love to focus on, ask yourself: Is my story really news? Is it bang on trend, an opinion piece, or hard-hitting? Is it filled with human interest and local interest?

Ensure it is timely – and by that I mean current. Your stories need to be fresh, and relevant to the media channel you are engaging. We easily achieved success for a high school that had organised a school trip to England’s chocolate capital to learn about its history and heritage. No, it isn’t hard-hitting news, but it’s full of human interest, relevant to the geography of the school, and let’s face it – who doesn’t like chocolate?

If you can identify a few of these PR nuggets you’ll be achieving top quality PR results that will connect you to your audience, create more understanding about what you do, and develop your reputation. What’s not to love about PR!

How easy do you find communicating? Do you find replying to emails an afterthought at the end of the day? Does answering telephone calls get in the way of your work? Are client meetings a pain?

Does communicating with your client get in the way of your work?

Perhaps it does, but it is actually part of your work, and the commitment you put into your work output should be reflected in your communication with your clients.

I’m not preaching; I took a call from a company who had sacked their PR agency based on this very scenario.

It became clear the problem wasn’t the agency’s output, it was how the agency communicated with their client.

The PR output was actually good, but like so many agencies, an account handler was in charge of the relationship, not the person who was actually doing the work. Ironically, the account handler didn’t have a handle on the work!

Emails were answered via flippant one-line answers and signed off inappropriately. The tone was extremely casual and the responses held no weight of importance. It was sloppy communication, unprofessional, and in my opinion disrespectful given the investment their client was making in contracting PR services.

But the real problem was the lack of consistency in the communication

The agency’s communication didn’t match the quality of work produced. The work demonstrated a high level of understanding but the account handler didn’t, this alone resulted in the breakdown of the relationship.

You know that feeling, when confusion leads to doubt just because someones behaviour changes or lacks consistency. It’s very easy to get carried away with the work at the expense of communicating with your client. But your customer must always come first, and, yes, there will be obstacles to overcome, but communication is essential to ensure your business relationship doesn’t become unsettling.

The agency hierarchy is a classic inconsistent communication

How many times do you hear companies comment that their last agency sent the directors to pitch, but after winning the work they never saw them again, sending a junior to manage the account instead? This lacks consistency, but above everything else, what do you think the message in this actually says? Maybe it isn’t intentional but you’ve just told your client they aren’t important.

I had a boss that would always say you would never find a printer that could provide speed, quality, and a competitive price in one package. He believed one of the three would always be compromised, he was right, even to this day I still hear his mantra. Could a similar equation be applied to PR agencies? Output, relationship, and price?

Perhaps it isn’t possible but being realistic is, you will know what is achievable with the resources you have and within the terms of the contract – don’t over promise and if something isn’t right hold your hands up and admit it and change it.

My final say on this is that consistency really is the key, so please don’t ignore your communication.

Maybe you’ve put a lot of energy into getting your branding right, the brochure is nothing less than a masterpiece, you feel proud to share it, maybe your website is the same, a visual masterpiece, this in itself is good PR but it isn’t where communication stops.

Today, consumers expect you to be present on social media channels. Platforms such as Facebook, Twitter, LinkedIn, Pinterest, Snapchat all actively encourage brands to set up profiles. But is it enough just to be visible? If you want to really engage with your customers, you need to go where they spend most of their time – and embrace social media or be left behind.

Here are my top 10 tips for brands to make their PR socially engaging:

  1. Make sure your content is targeted and relevant to your audience. Social media users share a wealth of information about themselves – use it wisely.
  1. It’s not a sales pitch. They have invited you into their phones and their homes – sales driven updates will only annoy your audience.
  1. Post regularly – but don’t make trivial updates for the sake of updates. They don’t care what you’ve had for lunch – unless you’re a food critic!
  1. Everyone loves a freebie. Consider offering a promotional code or small gifts to encourage initial sign-ups.
  1. Your customers will create content around your brand if they love the product or service experience. Encourage them, real recommendations are worth far more than any paid advertising.

If you want to really engage with your customers, you need to go where they spend most of their time – and embrace social media or be left behind

  1. Monitor what is being said. Social media happens in real-time and you’ll be ready to grasp unique opportunities and prevent any negativity before it spreads.
  1. Social media is replacing customer service phone numbers. Why would a customer call to tell you something is wrong when they can do it quickly and publicly shame you across social media? Turn it to your advantage with a speedy, transparent and human response that highlights your excellent customer service skills.
  1. Support your content with images and videos – they are more likely to be viewed and shared than plain text.
  1. Dare to be different. Don’t bore customers by posting the same content week after week. Try something new now and again.
  1. Lastly always keep a record of your campaigns and social click-throughs to your website. What has worked? What hasn’t worked? How can you adapt future campaigns to ensure success?

I’m working with a company who planned PR into their strategy for growth, they knew exactly how it would work within their company, and what they wanted it to achieve. From their website, to social media and print media they engaged PR to develop a consistent message across all platforms. As a result of this activity they won a hundred thousand pound contract!

Plan your communication and join it up to embrace all the channels available to you. This is public relations use it and share it and watch your public image grow.