Some companies know precisely what they want from a consultancy, and what to expect. Others are less sure. Either way, this page will provide an overview of how we operate; the basic principles which underpin the way we work with you to ensure PR success.

Starting from the beginning

If you already know how PR fits into your marcom mix, fine: we’re ready to discuss specific objectives; define deliverables. If you’re not so sure about what PR can do for you, we’ll start from the beginning: discuss with you what you’re looking to achieve in term of business and marketing objectives, and whether PR is the right tool in the first place. It’s likely to be, but it’s not always the case – other techniques may be more appropriate. Is PR right for you?

Realistic expectations

So, you’ve decided to embark on the PR journey. And the aim – it should go without saying – is to get results. The question is, how? And, perhaps more importantly, how will you know when you’re getting them? What, in other words, constitutes “results”? This is not a trivial question; and no consultancy will offer a simple and definitive answer. Different circumstances can lead to very different conclusions. But one thing’s always true: you need to have a realistic expectation. And this will only come from an honest discussion of what’s achievable, and how this compares with what you want to achieve.

Outcomes v. outputs

Much of this discussion will centre on outputs (activities) and outcomes (results). Outputs, per se, aren’t much help; they must lead to outcomes. The problem is, what is an “outcome”, in the context of your business. And what outputs will generate them? We’ll help. We’ll discuss with you what’s possible – and appropriate - in terms of output, and be realistic about what you might expect in terms of outcomes.

Mining for information

Sometimes, you may not be fully aware of the depth of your own information resource – so you won’t have a clear idea of what activity (output) level is possible. This is especially true if you’re new to PR, but it can also be true of more experienced companies. They may know that they’re a rich vein of news and stories, but unsure of how to mine the seam. But we’re not. We’ll do whatever’s necessary to dig out the information we need to make a success of your PR - talk to your management, discuss co-op activities with customers and business partners, generate ideas for you to build on and around.

Recognising news

Of course, information isn’t much use in itself. Someone has to decide whether or not it has, so to speak, editorial legs. This is sometimes obvious, sometimes not; it can be surprising how often a company views a development as “routine” when, in the context of its industry, it’s actually red meat for the jaws of the PR machine. It works the other way, too, at times – companies can have an inflated view of the significance of their activities. Either way, we’ll give you an honest appraisal of what’s hot, in PR terms, and what’s not.

Approaching the press

Even then, there’s work to be done - getting share of the editorial mind takes a mixture of professionalism, imagination and resilience. Even relatively strong stories can fall at the first fence if they’re presented in the wrong way. And weaker ones can slip beneath the editorial wire if they’re presented in the right way. It’s all a matter of approach. And we’ve an approach which is proven to work.