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Balancing social capital with mindfulness on behalf of our clients

Social capital is one of those phrases which didn’t really exist before the media revolution; or at least it did not exist in its current definition.

It refers to the need which this generation – Generation Y- has to function as a social group and share a sense of identity, understanding and values.  It has played a part in many brand-marketing plans but the way in which it is being exploited may be starting to change.

Up until fairly recently, the big driver was The Fear of Missing Out (FOMO) and many advertisers played on this fear amongst its audience, making them believe that purchase, use and publicly- shared pride in ownership of their brand was the only way to be accepted by their all-important peer group.  The idea of promoting products in this way is nothing new – readers closer to our age (the RDZ collective age) will remember many an ad from the past suggesting that if you weren’t keeping up with the Jones’ then you were being left behind.  But, of course, the advent of social media and world-wide coverage in an instant has been a gamechanger and ‘missing out’ on something which your immediate friends and neighbours have is not quite the same as not having something the whole rest of the world is enjoying.

But enter a newly-emerging trend which we first picked up in some recent research done on behalf of the restaurant chain Wagamama – a phenomena being labelled JOMO – the Joy of Missing Out!  This appears to be a kick-back at the hectic lifestyle which results from developing social capital.  Duvet days, nights in, Netflix bingeing and Deliveroo consumption are making more of an appearance on social media posts and guess what it seems to be socially acceptable to take a break and relax from the exhausting tread mill of Instagram-greatness.

Now here at RDZ PR HQ we don’t expect the massive use of social media or the desire to accumulate social capital to fade in any way.  After all, Generation Y has become very good at utilising their time well, believing that the present is a time to have as many life experiences as many as possible and leave the more boring things like mortgages to a much later date.  What we do expect to see is more of a balance between manic media usage and quality down-time and a resulting appreciation of relaxing distractions.  This, we believe, will be the main area where marketers can really show differentiation – connecting their brands with true value in the form of ‘emotional space’ away from the busy internet world – and that is why our PR client strategies will be mindful as well as awesome!

 

 

 

Social capital broadly refers to those factors of effectively functioning social groups that include such things as interpersonal relationships, a shared sense of identity, a shared understanding, shared norms, shared values, trust, cooperation, and reciprocity.

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Rachel Hargrave

Rachel has over 30 years of local, regional, national and international communications experience and expertise across a wide variety of clients including FTSE 100 companies, SMEs, micro businesses and start-ups. She also has extensive charity, Not-For-Profit and Community Interest Company experience and happily offers clients working in these areas a 50% discount on all RDZ PR rates.

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What Our Clients Say...

Dean The Art Wizard.  www.laserengravinggifts.co.uk

Rachel is fantastic at what she does.  She is able to help you define your ambitions, develop your goals and help you grow your ideas to the stage you’re 100% happy with.  Throughout my own journey her encouragement has enabled me to really go for my dreams!  After talking to Rach I discovered the one-thing that I want to do in my life which has not yet been fulfilled.  Rach’s support has helped me believe in myself again.  Due to Rach’s assistance, we have now almost completed my very first press release which is the start of my audience growing strategy.  This will, in turn, enable me to work towards my key goal.   I look forward to continuing working with Rach in the future although I do realise I do take a lot of time up of her time!  However, I feel she also gets a real sense of satisfaction from assisting people to really go for their goals in life.   Without doubt I would highly recommend Rach and I would be happy to speak with anyone interested in using her PR services. 

Sangeeta Patel, Joint CEO, Reaching People

Rachel provided us with a day of free support in association with the LLEP programme. Despite it being ‘free’ Rachels support was professional and dedicated. We received a full day of practical support including a discussion to fully understand our organisation, an assessment of our need, the production of a communications and marketing plan that was realistic, manageable and practical aimed at helping us move ahead on the communications front and, ultimately, with our organisational objectives. Rachel achieved so much in the time she had including writing and issuing a press release that appeared in the Leicester Mercury, wording for our website homepage and a letter to go with our membership pack. She also shared her hints and tips about social media, her press contacts and she connected me with a potential Reaching People member! In all it was an invaluable experience. Thank you, Rachel for giving up your time to help us.

Heather Johnson, Botanical Artist & Stationery Designer

I went on one of Rachel’s introduction to PR workshops and it was fantastic. She covered absolutely everything, explained it all in an understandable way and didn’t try to sell anything. She gave as much information as possible, answered all questions and she was just lovely. I would highly recommend Rachel for anything to do with PR and won’t hesitate to use her services in the future.

Ravi Summan

I was introduced to Rachel by an executive coach. My requirements were to provide quality, simple to understand content to engage with my target market and generate new customer enquiries in health and wellbeing. From my first discussion with Rachel, it was clear that she had the skills and empathy to provide a service to support the growth of my business. Rachel’s content writing and editing is very effective and her diligence ensures the right message is articulated. It is no surprise to me she has a strong track record of helping entrepreneurs and businesses of all sizes support their growth. Aside from her professional competencies, Rachel genuinely cares about people and working with her allows you to focus on your core business. For those who are new to building their own business or employed by a large corporate, you will get value and authenticity from Rachel’s content and PR services.

Jayne McIntosh, Director, Air Aesthetics Health & Wellness Clinics

I met with Rachel and was instantly impressed with her warmth, enthusiasm and ability to understand the key issues being faced. She took time to clarity objectives and the key tasks required. A quick study she was able to pinpoint the brand tone of voice accurately. Rachel’s’ copy writing skills have been excellent. She has written for my business website, advertorial pages in lifestyle magazine and has also written first class responses to awards entries which are curtailed in length. Rachel is just really, really good!

Victoria Curtis, Company Secretary, Mono Roofing Ltd

Rachel came to provide our company with an appraisal for the company PR, and we learnt an awful lot! Rachel taught us how to make the most of our marketing and advertising and how to make it work for us, to get the client’s we really want. Rachel has provided our company with a plan to follow, and we are gradually implementing these procedures, and we know that in doing so, it will really raise the profile of our company and get us the work we want. I would definitely recommend Rachel to manage your company’s PR.

Trusha Lakhani, MD, Great Business Matters t/a Trusha Lakhani

Rachel Hargrave is one of the best PR experts that I have met. She not only understands the best awards for her clients but also how to make the most of the opportunity for the client’s personality. Put simply Rachel gets people. She understands her clients and their goals and is with you all the way. I highly recommend Rachel Hargrave and The Awards people and RDZ PR.

Paul Gerrard, MD, Gerrard Cranes

Rachel and I met yesterday to discuss my existing marketing and options for how we can improve and develop the strategy for my business. It’s very clear that Rachel has vast amounts of experience, knowledge, ability and some great contacts to achieve some amazing results. If you need some professional guidance with PR/awards/marketing then I’d highly recommend you get in touch with Rachel and see how she can help you out.

Victoria Beale, CEO, Business Live Global

I’ve worked with Rachel for the past ten years on a variety of client projects and for my business also and the service we have received has been second to none, consistent and most importantly delivers RESULTS. I would have no hesitation recommending RDZ PR to my customers and Business Live Network. Thanks Rach! Here’s to another ten years and more!

Mark Esho MBE, Easy Internet Services, Easy Internet Solutions, Dreme, Access Rating CIC

Thanks for all the hard work you put into the PR work for our companies and subsequently the business award submissions. You made the whole process stress-free, and the quality of the submissions have resulted in the receipt of multiple business awards. Great work, Rachel.