The Spark

GA4 is making waves, Google has introduced its own AI service, Bard, and the team embarks on some personal development journeys during the month of February. Here, we discuss the latest news from the communications landscape and how these updates can influence brands and businesses in refining their own strategies.
Drive your campaigns visibility using the new GA4 dashboards

If you’re already using GA4, then you’ll be getting to grips with the new way data is collected and presented. What we’re finding useful so far? In the new GA4, there is an 'Insights' section — accessed via the 'Home' button and 'Insights' panel — which shows the ‘Top Days of the Week by Users'. This proves a useful tool when deciding on a date to launch a new product, service, blog, or campaign landing page. It’s important to consider your target audience’s behaviours and activity levels to maximise the opportunity of engagement that could support your project objectives — whether they be improving lead generation, boosting ROI, or heightening customer satisfaction.

Amy Lloyd, senior account manager

Google introduces Bard

The AI journey continues with Google introducing Bard as its latest AI tool.  Some would describe the announcement as timely, as it comes on the back of the recent arrival of ChatGPT. Google’s new AI tool draws on information from the web to provide fresh, high-quality responses, and could determine how people adopt search engines in the future. 

Bard can be utilised as an outlet for creativity, and a launchpad for curiosity. With over 80% of the search engine market share, Google is undoubtedly the most used and trusted tool.* From a content marketing perspective, the tool offers a number of benefits, that the Scriba team is all too eager to explore.  In fact, we’re already discussing ways thatBard can assist us with the weekly tasks that enhance our work — including elevating our monthly comms ideation sessions.

Grace Lenihan, account director

*Ref: Hubspot, Feb 2023.

The stories the broadcast media really wants PRs to tell them about

We dipped into Broadcast Revolution’s recent webinar for PR professionals, about pitching stories to BBC and ITV. Strong national stories that affect people’s lives and can be regionalised – perhaps with local case studies – are ‘gold’ when it comes to achieving widespread coverage.

A journalist will always ask themselves “So what?” when presented with a PR-originated story so it’s our job to make sure we can answer this question. For a chance to make it onto the TV or radio, a story must be relevant. It might be a different take on a pressing issue – cost of living crisis, anyone? – or just something topical, that people are very interested in, such as Happy Valley or the FA Cup.

Jenny Gibson, editorial excellence manager

'Back to school' for the day

Last month, I was lucky enough to be invited to take part in BBC Bitesize’s ‘Share Your Story’ campaign. I joined other professionals within the creative sector on a panel discussion, to talk students of Crossley Heath School through my career in PR so far.  The main reason  my story garnered interest is because I didn’t start working in this industry until the age of 30 — following the completion of a law degree and an initial desire to be a solicitor. 

Standing up in front of hundreds of children —as opposed to a group of adults, who have typically opted to listen to you — was quite daunting, but I thoroughly enjoyed the experience. I hope my advice — that it isn’t necessary to know exactly what you want to do for your career, while still at school — left an imprint with the attendees.

Louise Jaggar, operations manager 

Optimism is key

Despite its well-known and scientifically-proven benefits, optimism can be a tricky subject to talk about. In February, the Scriba team had their first quarterly away day and undertook professional coaching on the matter, from training and development consultancy, Enthuse Training.

The session covered how altering your outlook can bring a welcome shift in both personal and professional wellbeing and productivity. It’s a common stereotype that people in the UK live in a constant state of cynicism, but Enthuse Training is here to dispel the myths — using a series of training exercises and helpful mantras. Like with any skill, some are more naturally-gifted than others, but anyone armed with quality instruction and dedication can improve their positive outlook, and, thanks to Louis and Woody, we now have the toolkit to practice this adoption in our daily lives.

Alice Kelly, account manager 

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Written by Alice Kelly