Frequently Asked Questions

What is the difference between PR and Marketing?
PR is all about managing reputation, so it is concerned with everything that could affect reputation – from publicity materials to staff morale.

The essence of it is effective communication with everyone who impacts on an organisation, often referred to as ‘stakeholders’ or ‘publics’. They include customers or clients, employees, investors or funders, suppliers and policy-makers.

Marketing is a management process, concerned with identifying potential customers and providing products or services to meet their needs at a price that keeps a business viable in the long term. It should be as integral a business function as accounts or HR.

The key to successful marketing is being outward looking, customer or client-focused and aware of what is happening in the world around you that could either help or hinder your plans, rather than bogged down in internal issues and doing what is easiest for you instead of what is needed.

What is Marketing Communications?
Marketing has a number of aspects to it, known as ‘The Marketing Mix’. One of these is concerned with ‘promotion’ or communications.

Marketing Communications includes every method available for spreading messages about an organisation including advertising, editorial, sales reps and other staff, telesales teams, direct mail, e-mail, websites, webinars, social media, exhibitions, events, brochures and other printed materials.

How exactly can Spot On help us?
Our expert team can help you to present your organisation in the best possible light to attract the clients or funding you need to achieve your social and trading objectives.

If you’re new to marketing, PR and design, we can explain what it can do for your organisation, then work with you to plan and implement what we recommend, or devise a training plan for your staff.

If you are already engaged in design, PR and marketing, we can help you to look for ways to enhance its effectiveness or extend your reach.

Why do we need to use a professional designer?
You may have someone in your organisation with a real flair for design, but if not, a professional designer is well worth paying for. Good design will not only get you noticed – for the right reasons – it will help to build the identity and personality of your organisation.

Why do we need to use a professional photographer?
It’s never been easier to take pictures and we can all do it, but a professional photographer has an eye for what makes a really good picture that will demand attention. An interesting picture not only tells part of the story itself, it draws attention to the written story on a page and increases its chances of being chosen by an editor for publication at all.

How big does our organisation need to be before we consider getting external support with marketing, PR and design?
I’s never too early to start! Marketing, in the sense of finding out whether or not anyone wants what you are planning to offer and how much they are prepared to pay for it – or whether there is any funding available to pay you to offer it – should be an essential part of what you do even prior to start up.

From the minute you start telling people about your idea they will start to formulate opinions about you and what you are offering, which is the start of building your reputation.

This will happen whether you manage it or not and can be hard to change once established – so it makes sense to think about PR and creating the reputation you want right from the outset.

Choosing the name, descriptive ‘tag line’ and colours to represent what you are offering will have a huge impact on how your organisation is perceived. It pays to take expert advice and get these right from the start.

It’s much harder – and more expensive – to change them later, if you discover they are not working and people are confused about what you do.

We’ve had a bad experience with consultants in the past. How can we ensure that doesn’t happen again?
Don’t make the mistake of thinking you can pay a consultant to do marketing, PR and design for you if you don’t have time to do it yourself.

They can’t represent your organisation and its activities fully if you don’t work closely with them. You will know more about what you do, your clients and your market; they will know more about marketing, PR and design best practice and techniques.

By working in partnership you will be able to create marketing and communications campaigns that are more effective that either of you could by working in isolation.

The key to a successful partnership is being clear at the outset about how the relationship will work, who is responsible for what, by when and how the charging structure operates. At the heart of a good relationship is effective communication!