Profile building

Whilst PR is about managing reputations, somewhere along the way you need to tell your story.

If you think of your business as a house build, telling the story of how you came about, why you exist and who set it up are your foundations. This is the start of your corporate public relations media profile.

Whatever the size or age of your business, you will have a corporate story to tell. This forms the backbone of everything your business is about.

  • Have you ever told it?
  • Do you know what it is?

Possibly not as time often makes you blind to this story and you can’t see the wood for the trees. By asking the right questions we can build this story together and get it ‘out there’.

Whether you want raise your profile with competitors, attract potential investors, plan for an IPO, recruit top talent, raise your CEO’s profile or create a ‘go to’ media commentator – there is always a story worth telling.

Media relations

Media relations does exactly what it says on the tin. It’s simply reaching out to the media with relevant stories and information in order to build relationships for your business.

When we carry out media relations, our knowledge of the media is key. Simply having access to a media database isn’t enough. It’s about;

  • Pitching the right story
  • To the right journalist
  • At the right time
  • In the right format

Whilst journalists are incredibly busy and don’t always have time to answer their phones, they still look for the name of the PR consultants they know when skimming the hundreds of emails in their in-box. This is a close second to the headline that catches their attention.

Media relations is a core skill for us and one we rank with utmost importance. All too often this is shunted down to very junior PR practitioners – why would you bust a gut to secure an important sales contract and pass then pass it onto the most junior member of your team to seal the deal?

That’s where we’re really different

Senior PR consultants will create the news for your business and speak to the relevant media contacts about it. We know exactly what they want and how to position your campaign for each outlet as we work on your account from top to bottom. If you use senior heads to create an amazing story, why risk falling at the final hurdle by passing it onto a junior PR consultant?

Newsjacking

Following the news agenda can be an important part of your PR activity, particularly if you want own as much of the media space that is dedicated to your business as possible.

It’s simply about tapping into a pre-carved media agenda that you don’t create yourself. To do this effectively you need to;

  • Monitor the media
  • Quickly jump on opportunities that are relevant to your business
  • Offer journalists opinions or data which add something credible to the debate

This is a great way to get your brand mentioned in high profile media outlets without spending a fortune on campaigns. It also positions your brand as an expert in the news you are ‘jacking’.

Thought leadership

Thought leadership sounds more complex than it is. In simple terms, it’s about taking ownership of an issue that impacts the people you are trying to reach.

Effective PR should encourage people to take action or change their behaviour in some way. By positioning yourselves as a thought leader in a particular field or topic, you can soon become the ‘go to’ people in your field of expertise.

Accuracy is key, this will lead to trust and journalists will look to you each time the issue arises.

Strategy

If you don’t know where you’re heading, how do you know when you get there?

Strategy is a word that can scare clients, particularly if you’re in a young business. It can sometimes lead to months of star gazing and little output. We try to avoid unwieldy annual documents because let’s face it, a lot can change in a year in your fast paced business.

Instead, we offer quarterly ‘roadmaps’ which simply do what they say on the tin. They can be regularly updated and define; who we want to talk to, what we want to achieve and how do we want to achieve it.

This road map will bake the perfect PR pie as it defines your business objectives, key areas of focus, PR goals and objectives and finally your key messages.

Not a tactic in sight I hear you cry

This is because all tactics have to marry up to this framework and without it, the PR scattergun will start to fire off random pieces of activity which do not fit with the wider business focus.

We don’t have a one size fits all approach when it comes to defining PR road maps, it’s simply about matching your vision of success to the feasible possibilities for your business.