Nick Owens

Magnify PR is proud to be working closely with GBNews.com which, in October, was the fastest-growing news website in the UK for the sixth consecutive month.

According to Press Gazette’s monthly rankings, visits to gbnews.com were up 650% year-on-year as the brand reached an audience of 6.2 million people in September. GB News switched to a new .com URL earlier this year. While the additional URL means that not all growth will be organic, the brand nevertheless is seeing a large growth in its online audience.

Commenting, Nick Owens, founder of Magnify PR, said: “The numbers being delivered by GBNews.com are staggering and huge credit needs to go to their team, led by Geoff Marsh.

“Recent changes to the way news stories are shared via social media have led to many major news publishers struggling to maintain audience numbers.

“But GB News.com bucks the trend. How? They’ve become experts at delivering first class content via journalists who instinctively know what their audience wants. Magnify PR is proud to work with them.”

We led on agenda setting campaigns: like the Nigel Farage debanking scandal on behalf of our client, GB News. And we helped break a series of exclusive stories, while also supporting our clients in securing the very best media coverage across print, online and digital platforms.

Now, as Summer makes way to Autumn, we are looking forward to welcoming new clients. Our promise to them is the same as the one we made to our very first clients when we set up Magnify PR at the start of this year. And it’s this: we’ll help shine a light on your services, magnify your expertise and celebrate your successes. To work with us contact us today.

Until then you can also see a video capturing some of the highlights of the last three months by visiting: https://www.instagram.com/magnify_pr/

Since his murder, Ben’s family have set up the Ben Kinsella Trust in a bid to raise awareness of knife crime. On the anniversary of Ben’s death, the Trust and Brooke turned to us to help oversee a campaign to Magnify the work they are doing – and to ensure Ben’s legacy is never forgotten.

We arranged interviews for Brooke with ITV and the Mirror. She also wrote an open-letter about her brother which was published by the Press Association and featured in more than 100 media outlets including on the BBC. Patrick Green, the CEO of the Ben Kinsella Trust, appeared in the Daily Express and also on GB News.

As a result of the campaign awareness of the Trust was amplified and funds raised for their future work. Ben’s parents also paid tribute to their son in media interviews.

Patrick Green, CEO of the Ben Kinsella Trust, said: “We’d like to thank Magnify for their efforts – they showed care and compassion while ensuring our campaign was maxmised.”

For support in planning, launching and running a campaign contact us today for a free consultation.

Dubbed “the People’s Channel,” GB News was ranked as more popular than other major brands – including The Guardian, The Sun, and The Daily Mail to pick up the accolade.

GB News topped the charts for the news category in the highly-regarded Brand Love study which polls ordinary Britons for their views.

Every year established data and market research company Savanta releases its findings on the UK’s top 100 most loved media brands.

It comprises brands from across the sector including social media firms like Facebook and TikTok and streaming giants such as Netflix and Prime Video.

During the last 12 months, Magnify PR has worked with GB News’ senior executive team to help shine a light on the content they produce.

We’ve helped coordinate publicity campaigns for exclusive interviews with Donald Trump and Boris Johnson; political scoops with Rishi Sunak and Liz Truss and helped to amplify agenda-setting campaigns on baby loss and the grooming gang scandal across the north of England.

Each month we help ensure GB News appears in thousands of publications across print, digital and broadcast media.

Nick Owens, the founder of Magnify PR, who also advises GB News presenter Eamonn Holmes on media and publicity, said: “For GB News to receive this award just two years after launching is an incredible achievement.

“The continued success of the channel on TV and radio demonstrates the demand that exists among viewers and listeners for news content provided outside of the mainstream.

“Having worked with the channel on a day to day basis for more than a year I am particularly pleased for those working behind the scenes who have worked so hard to make GB News a success story. They are a hugely talented team and this is so well deserved.

“One of the things we most love about working with GB News is the passion, energy and ambition they display. These are qualities that run through the DNA of Magnify PR too, and we look forward to continuing to support the channel in the future.”

Savanta surveys 45,000 people every year in order to build its BrandVue report and tracks more than 110 media brands. Britons were asked for their views between May 1, 2022 and April 30, 2023.

Brand Love is calculated as the percentage of people stating that they “love” a brand, based on a score of one to six.

The league table of Top 100 Media Brands is then created by ranking the organisations by their Brand Love score, having met suitable brand awareness criteria.

To read the Brand Love report visit: https://savanta.com/knowledge-centre/view/who-is-the-uks-most-loved-media-brand-2023/

The highlights of the past 12 weeks include:

• Leading a national media campaign on behalf of GB News, Britain’s fastest growing TV and radio station. As well as coordinating PR for interviews with the Chancellor, Jeremy Hunt, and the Home Secretary, Suella Braverman, we also oversaw publicity for the announcement of the retirement of Britain’s longest-serving newsreader Alastair Stewart. These three stories, combined, led to more than 400 stories appearing across the national media. We’ve also been delighted to see our client Eamonn Holmes back presenting on GB News after a period off work due to ill-health. We helped support Eamonn by arranging interviews with the national media in the Daily Mail, the i and the Metro talking about his recovery and his hopes for the future.
• Arranging a very important interview for our client and friend Frank Bruno 20 years on from the year he was sectioned. Since then Frank has turned his life around in a hugely inspiring way and he has set up an amazing charity, the Frank Bruno Foundation, which Magnify PR is proud to support.
• Helping magnify the success of our clients in the property, tech and legal space. Jonathan Rolande, founder of House Buy Fast, is now firmly established as one of the country’s leading property experts. And Roy Shelton, the CEO of the Connectus Group, has regularly appeared in the national media, including in The Times, to talk about the challenges the industry faces and the opportunities which exist. Dash Tabor, an expert in AI and data, has also shared several stories about the rise of her business TUBR.
• Welcoming Daniella Genas to the Magnify PR family, as a new client. Daniella is one of the country’s leading business coaches and in the last 12 weeks she’s appeared in several publications offering her advice to entrepreneurs.
• Amplifying the national campaign of the British Metals Recycling Association (BMRA) on Global Recycling Day. We worked with the BMRA to create a special report on the benefits of metal recycling to coincide with the awareness day. And we also supported the BMRA in their continued campaigns on kerbside collections and the dangers posed by Lithium-ion batteries.

Magnify PR remains committed to the work it carries out on behalf of charities. That’s why we were particularly proud to be involved in the Laura Hyde Foundation’s recent report on the rising numbers of emergency sector workers suffering mental ill health. We arranged for this to feature as an exclusive on ITN News.

We are also incredibly proud to be continuing to support our client Taylor Rose MW, to help shine a light on their ongoing campaign being led by their Partner Keeley Lengthorn on the need for greater rights to maternity leave for those who lose a child. We will share lots more on this in the weeks ahead.

Be sure to check out our blog in three months time. It will include details of a special project which is the most exciting and important story we’ve ever worked on.

In fact, having spent more than a decade working on the newsdesk of a national newspaper, I can recall days where thousands would land in my inbox. In the hours leading up to key events, like the Budget, the volume can be particularly vast.

So how can you stand out and give yourself a chance of (a) being read and (b) catching the attention of an editor or writer.

1. CONTENT IS KING

The content needs to be engaging, new and tell the reader something they didn’t know before they opened the email. If it fails to tick these boxes you are likely to be heading for the trash folder. Not good.

2. GET TO THE POINT QUICKLY

Most people read the first four paragraphs of a newspaper story or web story and then move on. That takes about 10 seconds. So that’s literally how long you have got to grab the attention of the person receiving your release.

3. CHOOSE A HEADLINE THAT GRABS THE READER

Any press release you send should have a headline. Aim for a maximum of 15 words and ensure it tells the story. Include it in the subject header of the email too.

4. DON’T GO ON AND ON.

No press release should be longer than two pages. One page is best. If you genuinely have more to say then make this clear in the release and show a link to an attachment where more information is provided. A press release that goes on forever will be spiked.

5. INCLUDE A PICTURE/VIDEO

Press releases that don’t have images or video will be frowned upon. The person using your press release needs as much material as they can to tell the story. Make it easier for them – not harder.

6. CUT & PASTE INTO THE EMAIL

Always attach a press release AND include it in the body of the email. This makes it easier for an editor or writer to use the copy. Attachments can invariably not work, so doing both gives you the security of knowing it will be easy to process.

7. TIMING IS EVERYTHING

I remember once working the late shift on a national newspaper and receiving a call from a PR at 6pm on February 13 asking if they could send me their Valentine’s Day Press Release. I thought it was a wind up. Not only had we had thousands of (mainly bad) press releases that week, but the paper was pretty much put to bed. It meant I did not want the press release but I also remembered the agency for all the wrong reasons. Take time to get to know when the person you are sending the press release to is most busy and avoid sending at these times if you can.

8. DON’T PESTER

There’s only one thing worse than getting a bad press release. And that’s getting a phone call ten seconds later to see if the bad press release has arrived. If you haven’t received a reply within 24 hours then a follow up email is acceptable. But, even then, don’t be surprised if you get a sharp reply. Don’t take it personally. Move on, and focus on the next story.

9. AVOID SALES TALK

A press release containing multiple backlinks is a huge turn off. So too is a release peppered with phrases and text which clearly makes it read like an advert. If you are trying to sell something then you should be sending the email to a commercial department not a newsdesk. Decide which it is.

10. BE PERSONAL

Every press release should aim to have a personal note above it. If you are sending out the press release en-masse, still try to keep it personable. Always thank the person you share the release with for their time. Make it clear you know they are busy but, equally, signpost how you can help them should they be interested in your content. Even if they don’t use the email they are likely to be impressed by your tone and read your next email.

Often, the answer is they want to use PR and comms to reach new audiences, gain new clients, and thus grow their business, organisation or brand.

But rarely do the clients we meet think as much about the benefits effective PR can have on growing the level of services they are providing to customers who are already on-boarded.

That’s why PR and marketing strategies should always look inwards as well as outwards.

It doesn’t matter what size you are. If you are a business or organisation providing services to ten, 100 or a thousand clients, you have one thing in common. You possess a base of loyal customers who like what you do, respect your philosophy and approach, and are probably paying you something for the service you provide.

But how much do they actually know about that service? Are they aware of other things you can offer them? Do they know anything about the individuals providing the service for them? And how aware are they of any new services and opportunities you may be developing further down the line?

All too often these conversations are left to business development managers, but PR can play a key role here too. So, how?

One effective tool we’ve introduced with some of our clients is producing a newsletter which connects them to its customer base. These bulletins can be used to update clients on news services and opportunities. And they can also be used to showcase successes clients have had.

The bulletins don’t need to be long or land in an inbox too often. Once a month or quarter is more than enough to build up a sense of community.

These newsletters can be used as a place to give something away as well, like a useful explainer on a topic, or an advice piece by an expert talking on a subject of relevance to the reader.

Social media can be vital too. Use LinkedIn, Facebook and Twitter to connect with your clients. Follow them, like the work they are doing and reshare their successes. This will not only help grow their following, but it will grow yours as well.

Businesses who take the time to talk directly – and more often – to their existing clients build partnerships which are more likely to go the distance, and provide the vital revenue stream you need to grow, and secure those new clients.

To speak to us about how we can help create PR strategy that works for you contact us today. 

The undercover investigation led to a week-long series of articles in the Lancashire Evening Post. The local council took notice, and later built a new shelter providing refuge to the homeless. Today it is still standing and it is still changing lives.

Then, when I moved on to national newspapers, I saw the powerful way that connecting with millions of readers could help drive change. In one of the most high-profile campaigns I worked on, It saw me team up with retired boxer Frank Bruno to raise awareness around the stigma which exists in mental ill health. This campaign led to new Government policies being introduced including greater access to books and other supportive material in UK libraries for those experiencing depression, bipolar disorder and other associated mental health conditions. Now, Frank, through his Frank Bruno Foundation, has opened two of his very own centres and a third is planned for the near-future. These are places of refuge where those suffering ill health can get lifeline support.

One thing that always struck me when I was working on Fleet Street was the mantra which was drummed into reporters.

They were told: “Only think about launching a newspaper campaign you can win.”

I soon realised what this often meant was that many newspapers launching campaigns had done so following a “nod and a wink” from friends in high places that a major policy change was coming.

No harm in that, but it does underline that some newspaper campaigns aren’t always what you think.

My main issue with this mantra is that it risks putting some people off launching campaigns at all, because they will be fearful that if they don’t “win” there is no point in trying.

But there is one useful take-away from this mantra. And it’s this. Understand – from the outset – what your objective is.

What are you trying to “win”? What change are you attempting to bring? And what are your chances, realistically, of achieving it? If they are low, what other benefits might the campaign bring to you, and/or to your organisation?

Right now Magnify PR is supporting crusading solicitor Keeley Lengthorn in a campaign which has the highest of aims – to change the law.

Keeley, who lost three babies in the space of three years, is fighting for new rules that will ensure men and women who suffer child-loss, get statutory time off work like they do in New Zealand.

“Winning” this campaign will be tough. It will require many, many MPs to sign up in support. It could take years. It might not even happen. But for every day this campaign is active it is raising awareness. Keeley was recently named Solicitor Of The Year, and has appeared in countless publications and on TV and Radio talking about her crusade. She is shining a light and magnifying an issue which, for too long, has existed in the shadows. And that’s one of the key things any campaign should always seek to do from the outset.

For help launching a campaign contact us today.

The reality is that there are never any guarantees when it comes to PR. Agencies who say they can “definitely” get you in a publication are, most probably, going to be paying the publication and sending you a big bill at the end of the month for the backlink they secure. The same goes for agencies who pledge a set amount of links per month.

Newspapers, websites and broadcast outlets will assess every story they receive not just on its own merits, but also against what else is happening that day in the media.

Having spent more than two decades working on the other side of the tracks as a journalist there are certain things you can do to boost the chances of your press release not hitting the “spike” (that’s journalist talk for being deleted within seconds).

Here’s my 10 Do’s and Don’t.

DON’T – Send multiple emails about the same story. Once you’ve sent a press release, give it at least 24 hours. Then, a follow up asking a journalist to confirm receipt and explaining you are available if they need anything else is perfectly acceptable. Anything more and you will be deemed a pest.

DO – Find out what the publication times are for the outlet you are pitching to. If it’s a weekly paper or magazine, find out the day they go to print. Don’t send them a release the day before and expect it to make that edition. The publication will have a day earlier in the week when stories are pitched at conferences. Find out when it is, and send it then.

DON’T – Take a snub personally. Journalists receive hundreds of press releases a day. A non-reply doesn’t necessarily mean they don’t like the story. There might just be something better that day. Dust yourself off, and go again.

DO – Take time to try and meet the journalists you are pitching to. It’s not always easy, but aim to set aside a day each month to grab a coffee with the journalist. Creating a personal relationship makes all the difference. It won’t guarantee your story makes the paper or magazine, but it will make it far more likely it’s read and considered.

DON’T – Send press releases which are too salesy. It’s a total turn off. You are pitching a story, not an advert. If you receive a reply to your release from the publication’s marketing department you know you’ve strayed too far down the wrong path.

DO – Cut and paste the press release into the body of an email. Attachments are fine, but a journalist is more likely to read a press release if it is in the email itself. If the attachment doesn’t work, or is slow to download, they’ll lose interest.

DON’T – send a press release which is over two pages. Releases which run on over thousands and thousands of words won’t be well-received. If you are pitching a special report or annual results create a shorter release, and make clear the fuller results or findings are attached or available if they need.

DO – include pictures, videos and graphics if you can. Publications, especially those online, will be more likely to run a story which they can make visually pleasing on the eye.

DON’T – naturally assume you will get a backlink. Many websites will, but some won’t. Find out before you pitch what the rules are.

DO – Share your release on social media after publication and tag in the publication which ran the story. They will be grateful for it, and will be more likely to use your releases again in the future.