Category: News

In this blog we’ll:

  • Introduce our new blog series
  • Explore what we mean by silos in marketing and PR
  • Show how Performance PR integrates with paid social, content marketing and SEO
  • And explain how it breaks down silos to deliver greater impact

 

When Phil S. Ensor, the former director of Goodyear, coined the term “silo syndrome” back in 1988, he was obviously onto something.

“People across the organization do not share common goals…communication is heavily top-down, on the vertical axis. Little is shared on the horizontal axis.”

The metaphor stuck; rows of imposing grain stores – tall, parallel and sealed off. It’s become shorthand for the way departments in a business often operate: isolated, inward-looking and disconnected from the rest. Maybe it’s been overused to the point of cliché (although it’s still got nothing on blue sky thinking), ‘silo’ now gets tossed around to describe anything remotely uncollaborative. Still, the problem it points to is very real, and in marketing, the silo effect is still holding teams back, especially when it comes to PR.

But fortunately, we bear good news! Silo season is officially over!

 

The lonely PR silo

If the SEO agency is chasing rankings, the in-house social team is focused on engagement, the PPC freelancer is driving clicks, then the PR agency’s job is just to secure coverage, right?

When most people think of PR, they picture media coverage: perhaps a feature in a trade publication and set of KPIs focused on visibility. When PR is thought of like that, its value and role in the wider marketing mix gets overlooked.

While visibility is still valuable, in modern PR it isn’t the only measurement which coverage counts for.

 

PR’s modern glow up

Today PR, and more specifically Performance PR, goes beyond traditional media relations. It encompasses social media, digital PR, content marketing and creative campaigns.

  • Digital PR and SEO: PR stories landing in online publications earn high-authority backlinks and brand mentions which lift search rankings and boost organic traffic.
  • Content marketing: Original research, compelling narratives and thought leadership become versatile assets, ready to be reshaped into blogs, guides, webinars or email campaigns.
  • Social media: Coverage, podcasts or key messages transform into LinkedIn carousels, short-form videos and social-first activations.
  • Paid social media: Standout PR content is a perfect candidate for targeted paid campaigns, amplifying reach and engagement with precision.

 

How PR is breaking down silos

And it’s not just that PR overlaps with these disciplines, indeed it has become many of them. Here’s what that looks like in practice:

  • SEO and online visibility: Earned digital PR coverage with backlinks and brand mentions helps a brand rank for high-intent search terms, driving organic traffic.
  • Web traffic: A tech influencer’s review of a SaaS product sends targeted visitors straight to a key landing page.
  • Lead generation: A whitepaper addressing buyer pain points delivers 100 qualified email leads, later nurtured through a paid social retargeting campaign.
  • Social media engagement: A blog post reimagined as a LinkedIn carousel becomes a high-performing post, sparking a conversation with a prospect.
  • Organic social media: A podcast interview is clipped and syndicated across multiple social channels, multiplying touchpoints.
  • Paid social media: Standout coverage is boosted to a targeted audience, increasing reach and engagement.

 

What happens when you keep PR in a silo

When PR is thought about as a silo, you miss the potentially powerful influences across the marketing and sales mix. Investing in PR isn’t just investing in coverage – it’s an investment in your whole funnel. Not only that, it makes the impact of all your activities much greater and your money goes further. Keep PR, social, SEO and paid social media in separate boxes, and you pay the price: underperforming channels, fragmented messaging and missed opportunities.

Your buyers don’t think in silos. They experience your brand as one story. And while the buyer’s journey may be fragmented, it’s also interconnected. They might spot your name in a trade headline, hear your spokesperson on a podcast, scroll past a LinkedIn carousel, dive into a blog, watch an explainer video or see you appear in an AI Overview, with each touchpoint building on the last.

The stronger and more consistent that story, the more likely you are to stay top of mind. That only happens when your channels work in harmony, not in isolation.

 

Silo season is over!

This is why we’re calling time on silo season and why this series is dedicated to showing what happens when PR works in sync with the rest of your marketing.

Over the coming weeks, we’ll explore how Performance PR can:

  • drive content marketing
  • create demand generation and nurture pipelines
  • boost visibility and authority in the SERPs
  • integrate with paid social

We’ll also show how to track and measure PR’s impact – proving its value and ROI  – and why it matters to work with a team that knows how to integrate channels from day one.

In the meantime if your B2B tech brand is looking for help breaking down barriers, get in touch with our team of experts to see how our integrated PR approach can turn your campaigns into a success story.

In this blog, Hugh Cadman, Senior Content Creator, shares his thoughts on:

  • The role of case studies in establishing a brand’s credibility
  • Why they’re the gift that keeps on giving
  • The different formats case studies can take

 

Few pieces of content have the electro-magnetic power of a case study. If expertly written, case studies bring solutions to life and establish credibility, describing how a tech business solved a significant challenge for a customer, achieving real, measurable results.

In the B2B tech market, a single case study published on a website or in a top-tier publication can have the power equivalent to hundreds of five-star customer reviews in the consumer sector. For companies that need to grow fast, a case study gives substance to the claims on their website or their marketing materials.

By detailing first-hand the challenges customers or clients were facing, and providing stats and proof-points, a case study strikes an immediate chord with the right audience segment. Potential customers get a clear picture of how a solution or service works and the ROI it provides.

It’s worth the effort – case studies have a long shelf-life

It is true that for many companies, persuading clients to take part in case studies can be tortuous. For tech companies scaling up, their big-name customers carry huge value but are often reluctant. Much can hang on personal relationships.

It is, however, worth investing time in case studies because they have multiple uses and a long shelf-life. They feed into many other types of public relations and marketing content. Reshaped and reworked, the information and endorsements flourish in social media posts, in blogs, as well as in articles in respected target publications.

They can provide the rocket-fuel for award entries and give an eye-catching focus to discussions or round-table events with journalists and analysts. At conferences and events, a snappy presentation based on a case study has genuine impact.

Podcasts and videos

A case study is also ideal material for podcasts and videos. Short-form videos hosted on a company’s website can act as quick introductions to the challenge, how the company solved it and the results achieved.

A podcast can explore the topic at greater length in a conversational manner. This is engaging, easily-digested content that matches the different needs of audiences.

Shout about your customer success stories

In many sectors, such as cyber security, case studies are not so much gold dust as solid nuggets. Quite understandably, major companies are sometimes uneasy talking about their cyber security set-ups and how a solution has transformed their protection.

But if any tech business struggling to get noticed has a customer willing to endorse it in a case study, it should be ready to shout about it as loud as possible. In areas like data management, analytics, AI and managed services, a tech company’s customers can often see the value to their own reputations in a case study. It will demonstrate their commitment to superior service, greater efficiency or customer-focused innovation. It tells investors they are committed to expansion or greater profitability or have made an important strategic shift.

Writing case studies is an art

It is essential, however, that any case study is drafted by people with experience. In some industries, such as telecommunications, lengthy and technical case studies are highly valued. Prospects always want to see the detail. But many audiences now want to get to the point very quickly before making a decision about whether to invest more time exploring the detail to see if it applies to their own business.

Case studies are truly evergreen content, reaching new audiences across numerous channels to establish a business as an expert in its field. Any opportunity to create one should be seized with both hands.

To find out more about how we can support you to develop attention-grabbing case studies, contact the Whiteoaks team today.

In this blog, Hannah Buckley, Head of Content and Service Development, explores:

  • The role of leadership visibility in building credibility for businesses
  • The growing influence and reach of personal LinkedIn profiles
  • How executive visibility programmes help extend the reach of B2B PR campaigns

“People buy from people” is something we hear a lot in B2B, and it definitely rings true. Today, people don’t just buy from companies, they buy from the people behind the brand. Whether it’s a prospect checking LinkedIn before a meeting, a journalist looking for an expert source or a potential hire deciding where to work, they want to see the people behind the brand.

All this makes it even more important that business leaders and executives are visible. For brands to cut through the noise and make an impression with decision-makers, they must ensure the human voices behind the business are seen, heard and trusted.

When senior figures are visible, they bring authority and authenticity that brand channels alone can’t replicate. They become trusted sources of industry insight, ambassadors for company culture and better able to forge stronger connections. This visibility is what turns awareness into trust and, ultimately, it’s that trust that will drive action.

Trust becomes a competitive advantage

In markets crowded with similar products, services and claims, trust is often the deciding factor. Decision-makers want reassurance that the people they’ll be working with are credible, informed and engaged. When leaders share their expertise and perspective publicly, whether on LinkedIn or in the media, they make that trust easier to build and it then becomes harder for competitors to undermine.

Opportunities start to find you

Media interviews, panel invitations, industry awards, even judging awards are all opportunities that don’t just happen by chance. They’re often the result of being visible and active in the right places. Journalists and event organisers look for experts who are already demonstrating thought leadership and authority in their field

Visibility strengthens your talent pipeline

Top talent wants to work for leaders they admire. When executives are known for their expertise and values, they naturally attract candidates who share those values. This not only helps to improve the quality of new hires, but also reinforces your company culture from the top down.

It amplifies the brand work you’re already doing

Brand PR, marketing campaigns and corporate messaging are vital in building visibility, but are even more effective when they’re supported by strong personal voices from within the business. Leadership visibility adds a human layer that helps brand messages resonate and inspire action.

Why Now?

The digital landscape is noisier than ever as AI-generated content continues to flood feeds, making it harder for generic corporate messages to stand out. Meanwhile, LinkedIn’s algorithms continue to give individual profiles more organic reach than company pages and as has long been the case, journalists look for credible individuals to quote rather than anonymous brand statements.

For B2B organisations, this has created a window of opportunity. Companies with visible, trusted leaders will set themselves apart in every possible way: awareness, influence and impact.

Taking the Next Step

Consistent, strategic leadership visibility doesn’t happen by accident. It requires a plan, the right positioning and content that’s authentic to the individual while aligned with the business.

That’s why we offer the Executive Visibility Programme – a structured, fully managed way to help leaders and executives strengthen their presence on LinkedIn, in the media and in the market, without adding to their already overloaded schedules.

If you’d like to understand how visible your leadership team is right now and where the opportunities lie for both them and your brand, get in touch.

In this blog, Richard Peters, Senior Content Creator at Whiteoaks, discusses:

  • How Performance PR powers inbound lead generation by building visibility and trust
  • Tactics for earning influence through media coverage, peer advocacy and search-optimised content
  • Practical steps to turn thought leadership, case studies and employee-generated social posts into qualified leads

 

Outbound methods of driving leads are under the spotlight. Smarter spam filters and the influx of AI-generated sales emails are pushing cold email strategies to become irrelevant, and even encouraging organisations to go back to cold calling in some cases.

The ongoing expansion of privacy regulations means that buying lists now carries genuine legal and reputational risk, while with today’s tougher email authentication rules, just a few spam complaints can cause every message from a domain to land in recipients’ junk folders.

As outbound strategies face an uncertain future, inbound strategies are coming to the fore. It is an approach that makes perfect sense when you consider that potential future customers often encounter a brand or visit its website before that business proactively contacts them.

In fact, according to 6sense, 69% of the purchase process happens before B2B buyers engage with sellers. So, it is imperative that businesses can draw these prospects in by ensuring that when they get in touch they get a good impression of the organisation and what it does.

The inbound methodology focuses partly on attracting potential customers with relevant content, but it is also, more broadly, about building reputation and influence. Performance PR plays a crucial role across all these areas by building trust with target audiences.

The inbound advantage

Part of this is via secured media engagements. Dedicated teams of B2B media relations specialists leverage their relationships with key journalists, analysts and influencers to secure content placements and opportunities.

Experienced and expert content creators profile executives within an organisation and elevate brands in industry leading publications, through in-depth thought leadership articles, client case studies and whitepapers.

However, inbound lead generation extends beyond media relations and the formal press environment. It’s about finding ways to shape a business’s reputation. At its root, reputation is a collective perception that is made up from a combination of image and reality.

Businesses that want to create a positive impression need to score highly on several key criteria: being seen and understood, establishing points of differentiation, and perhaps most important of all, being well trusted.

Over the past few years, trust has migrated away from institutions and towards a wide range of other audience groups: customers, colleagues, analysts, niche influencers and user communities.

These peer groups play an increasingly important role in inbound lead generation.

Trust-building tactics that work

There are a wide range of PR tactics that could be deployed to harness these groups to help businesses improve their reputation and begin to exert more influence over prospects.

They include everything from encouraging staff to generate their own content on product launches or industry trends on platforms like LinkedIn and Stack; to building video or written case studies for social right through to encouraging users to deliver positive feedback on review platforms.

Performance PR campaigns also focus on enhancing content for search engines with keyword optimised content and relevant backlinks to boost domain authority.

This makes it more likely for target audiences to see expert articles, bold commentary and informative case studies from the brand when searching for a topic or solution online.

Woven together, these elements create a cycle of visibility and trust that guides potential customers from first glance to genuine interest, often before the sales team is aware of them, or even before they first reach the company website.

Ready to let your expertise do the talking? Speak to the Whiteoaks team today.

Five ways to engage your team for high performance in PR

In this blog, Tara Williams, HR Director, explores:

  • The relationship between performance and engagement
  • How to keep the spark alive for high performance teams
  • What Whiteoaks does to keep employees engaged

When it comes to B2B PR, the pressure to deliver results is real. Tight deadlines, demanding clients and a rapidly evolving media landscape all come with the territory. But amidst the drive for performance, it’s easy to overlook the fuel that powers it all: an engaged team.

At Whiteoaks, we know that performance and engagement aren’t separate goals – they’re intrinsically linked. When your team feels valued, connected and clear on their purpose, they don’t just show up – they show up with intent, energy and commitment.

Here are a few ways we focus on keeping our team engaged and performing at their best:

Clarity first, always

Confusion kills motivation. We’re big on setting clear expectations, goals and priorities. Whether it’s a campaign objective or personal development goal, we ensure everyone knows the ‘why’ behind the ‘what’.

Our behaviours and values adorn the office walls, acting as a reminder of what’s important.

Career conversations that count

We hold regular, meaningful career conversations to help our people see a future with us – not just a role. When individuals can map their growth to business goals, performance becomes personal.

With team members having been with the company for up to 28 years, the proof is in the pudding!

Celebrating the wins – big and small

Recognition is a powerful motivator, so we ensure we celebrate success. Whether it’s a game-changing campaign result, a new business win or someone simply stepping up when it counts, a well-timed shout-out can go a long way.

We champion each other and shout about each other’s successes, with our reward and recognition schemes celebrating individuals who go above and beyond. And for team and company-wide successes?

Flexibility and belonging

We’ve recently made changes to our in-office days to bring people together more often. In a hybrid world, face time still matters, not for presenteeism, but for connection, collaboration and culture.

We balance this with flexible working hours, allowing our team to strike a work-life balance that suits them.

Listening, then acting

Engagement isn’t a one-way street. We actively listen to feedback through surveys, one-to-ones and informal check-ins. More importantly, we act on what we hear because listening without action breeds cynicism.

As an employee-owned business, we ensure the mechanisms are in place to allow everyone within the agency to have a voice, with our Employee Council taking the lead on driving changes our employees want to see. So far, that’s resulted in enhancements to our maternity and paternity leave packages, increased holiday allowance and social events ranging from the Crystal Maze to curry nights that bring us all together.

The bottom line?

Engaged teams deliver better results. They’re more resilient, creative and invested in outcomes. At Whiteoaks, we don’t just aim for performance – we aim for sustainable performance, powered by people who feel seen, supported and inspired.

Want to join the Whiteoaks team? Take a look at our latest vacancies or learn more about our team.

In this blog, Richard Peters, Senior Content Creator at Whiteoaks, discusses:

  • Why customer-centred storytelling helps B2B tech brands cut through feature-driven noise
  • How to shape narratives around real-world outcomes, proof points and human insight
  • Practical ways to extend one strong story across channels while supporting wider business goals

 

In a technology market crowded with ‘feeds and speeds’, and lengthy lists of features that look and sound much the same, a compelling story can act as the lever that enables your brand to stand out from the crowd and help you connect with your target audience.

For decades, the importance of storytelling in tech PR has been demonstrated by brands using the approach to foster stronger emotional connections with their customers, build trust and ultimately drive sales.

But it’s the nature of the story they are telling that really makes a difference. For B2B technology companies, successful storytelling is never about simply broadcasting product specs or boasting about speed to market. Instead, the focus should be on weaving narratives that resonate with decision-makers and spark conversations that convert interest into contract wins.

That strong engagement with the end audience is key to successful storytelling, of course. B2B businesses, after all, frequently convince themselves that they have a compelling story to tell but in reality, these stories often struggle to excite external targets.

The launch of a new company website, for example, may seem big news to the business concerned but customers, prospects and partners are likely to be left cold. That’s because, when told straight, the story lacks the “so what?” factor that can translate an internal narrative into a proposition that addresses industry pain points and can make stakeholders across a target market sit up and pay attention.

That doesn’t mean that the story itself has no value but rather that the business needs to find a new angle.


Framing the narrative in a different way

Successful storytelling depends not just on the story but the way that story is told. That’s true even in the case of the new website. It is a dry narrative, if told straight, but shift the angle to the customer benefit: faster self-service, a refreshed knowledge base and improved uptime for support and the same announcement starts to matter.

The most effective examples of storytelling also have a human element. Tech solutions often sound abstract: algorithms, machine learning models, API cycles. Without context, they remain just words on a spec sheet. Good storytelling brings those concepts to life.

By framing your innovation around a customer challenge – whether that’s reducing supply-chain bottlenecks, or powering next-generation healthcare analytics, you highlight tangible outcomes and engage your end audience.

When prospects hear about how a manufacturing firm has reduced downtime by 30% or how a hospital has cut waiting times by 20%, they don’t just see dry statistics, they see real world benefits they can potentially tap into.

This kind of third party endorsement proves that the story the business is telling, and the benefits they are talking about, are true. Audiences are much more likely to start caring about the solution as a result.

                                                                                                     

Building credibility and trust

Trust is earned, not assumed. Peer validation, case studies, testimonials, analyst endorsements play a central role in B2B tech buying decisions. A story rich with credible data points and authentic voices invites readers to believe in your brand.

Openly sharing the challenges that your product team faced and explaining how they subsequently overcame them to develop an innovative new solution, shows transparency. It reassures stakeholders that you understand the market’s demands and have the expertise to deliver.

 

Aligning with business objectives

Effective B2B PR doesn’t exist in a silo. Organisations must always ensure that they clearly align their storytelling efforts with the broader commercial and strategic goals of the business, whether that’s a new product launch, a funding round, or the opening of a new international office.

A well-timed narrative around your latest platform upgrade, for example, has the potential to support investor communications, social media campaigns, keynote presentations and sales collateral in unison. This consistency amplifies impact, ensuring every channel delivers a cohesive message.

 

Engaging through multiple channels

Quality narratives can, and should also have a long shelf life. A single, well-crafted story can fuel diverse content assets: press releases, by-lined articles, multimedia case studies, podcasts and social media posts. B2B tech businesses can, for example, transform a customer success story into a short video that highlights client testimonials, then distil key statistics into an infographic.

By repackaging the core narrative across formats and sharing across owned and earned media, businesses can meet their audience where they consume information, enhancing reach and engagement, and ensuring that the story keeps delivering benefits for them over the longer term.

 

Measuring impact

Storytelling effectiveness can also be measured. Organisations can track media pickup, share of voice, social engagement rates and website traffic to relevant content.

You can even supplement these metrics with qualitative feedback from analysts, messages from prospects or anecdotal evidence from their team. When you see a spike in inbound demo requests following a high-profile thought leadership piece, you know your story has had genuine traction.

For B2B tech companies, storytelling is a strategic imperative. Narratives that humanise technology, reinforce credibility and differentiate your brand can accelerate media coverage, fuel demand generation and strengthen customer relationships.

By consistently applying storytelling best practices across channels and aligning them with business objectives, tech PR teams can turn abstract innovation into compelling reasons for audiences to listen, engage and ultimately act.

Ready to get your tech story heard? Speak to the Whiteoaks team today.

In this blog by Sophie King, Associate Director, we look at:

  • Why owned research is valuable for B2B tech brands
  • Maximising research’s reach
  • Three ways to ensure research produces tangible results

In the competitive world of B2B technology, establishing thought leadership and standing out from the crowd is essential. One powerful tool for achieving this is owned research, designed to generate original thought leadership on topics that matter to your audience. It offers brands an opportunity to deliver unique content that resonates, helps build credibility and drives PR efforts.

However, to maximise the impact of owned research, it should be integrated into a wider marketing strategy, and not just seen as a one-off PR exercise. Here’s how B2B technology brands can use owned research effectively and amplify it across their marketing channels.

Why Owned Research is Valuable for B2B Tech Brands

At its core, owned research refers to custom data gathered through a survey, study or report commissioned by your company. Unlike secondary research, owned research allows brands to address specific challenges or trends relevant to their audience, producing data-driven insights that can be used to generate compelling narratives and content that can be used in all manner of different ways.

For B2B tech companies, owned research is a chance to move beyond general industry reports and provide something new that positions you as a thought leader. But while research is a powerful tool, its success depends on how well it’s integrated into your broader marketing strategy. To achieve maximum impact, the findings can underpin everything from press releases to social media campaigns, ensuring your brand is recognised as a credible, authoritative source in its sector.

Here’s our top tips on how to maximise its reach:

  • Repurpose Content Across Platforms: Don’t limit the research to one format. While the classic eBook format has its place as a hero asset within a lead-gen campaign, there’s value in repurposing key findings into blog posts, videos or even podcast episodes. Each channel reaches a different segment of your audience, ensuring your research has broader visibility.
  • Coordinate with PR Outreach: Use the research as a hook for your PR campaigns. Pitch findings to relevant media outlets and industry publications, offering them exclusive insights or commentary on the results. This creates the opportunity for earned media coverage and can establish your brand as an authority.
  • Align with your Event Calendar: Research insights can form the basis of event concepts and messaging, providing you with an powerful differentiator against a sea of other attendees. The data from surveys can be used to fuel panel discussions or speaker slots, letting you engage directly with your audience while reinforcing your thought leadership position.
  • Engage with Influencers: Industry influencers or thought leaders can help amplify your research. Collaborate with them to share the results on social platforms, extending your reach to their networks.

Starting a research project from scratch can feel daunting, so to ensure your research produces tangible results, keep these tips in mind:

1) Plan for Headlines from the Start
It’s important to start the research process with a clear vision of what you want to achieve. Think about the key insights or headlines you want the media to pick up. Without a clear focus, you might end up with a report full of generic data that doesn’t provide value. Consider what your audience cares about and what gaps exist in the industry. This will guide the creation of meaningful research that generates buzz.

2) Get Senior Stakeholder Buy-In Early
Research projects require a significant investment of time and resources. To ensure alignment with broader company objectives, it’s crucial to get buy-in from senior stakeholders early on. Their involvement helps shape the research and ensures that the findings are closely aligned with your strategic goals, increasing the likelihood of long-term impact.

3) Define Success Metrics
Before the research kicks off, define what success looks like. Will you measure media coverage, social media engagement or lead generation? Setting clear KPIs upfront will allow you to track the effectiveness of your research and optimise for better results. For example, metrics like press coverage, social shares or eBook downloads can indicate how well your content is resonating with the target audience.

Turning Research into Results

Owned research is a valuable tool for any B2B technology brand looking to differentiate itself in a crowded market. However, it’s not solely about the research itself – it’s about how you use it. By integrating it into your broader marketing strategy, from PR content and social media posts to hero eBooks and event collateral, you can maximise its impact and create a strong foundation for long-term thought leadership.

By following best practices and setting clear goals from the outset, B2B tech brands can leverage owned research to build credibility, generate PR narratives and drive engagement across multiple touchpoints.

Find out more about some of our work in this area for clients, including a cybersecurity industry report for Bridewell, which saw us generate 697 pieces of coverage, or our integrated research campaign activity for InterSystems, which saw us deliver a full suite of creative assets.

Hook, Hampshire, 11 May 2022: Whiteoaks International has been awarded the PRCA Gold Communications Management Standard (CMS) accreditation. This is the fifth consecutive year the agency has achieved CMS accreditation.

The award is the result of a successful audit and moderation session that examined areas including business planning, business development and benchmarking.

Renna Markson MPRCA, Deputy Director General and Engagement Director, says:

“Congratulations to Whiteoaks International for achieving the Gold CMS Award for demonstrating best practices in PR over the past five years. The quality assurance report commended the agency for their detailed and comprehensive response, especially their benchmarking evidence, which demonstrates their strong position in the marketplace. The report also noted that they have a collaborative approach to business planning and a strong track record in new business development. Clients are offered transparent and detailed contracts, which is testament to the Whiteoaks International’s commitment to quality service.”

The accreditation is based on the ISO9001 standard for quality and Investors in People, and is unique to the PR and communications industry.

“As an employee-owned business on an ambitious growth path and dedicated to delivering on our mission of guaranteeing better results from integrated B2B PR and communications campaigns for our clients, we are delighted with our Gold CMS accreditation,” says Whiteoaks MD Suzanne Griffiths.

“Our passionate team of specialists is committed to giving our clients exactly what they need – results, proactivity and impact so being recognised for that is a great motivator for the team and great acknowledgement of their commitment.”

Whiteoaks International has named Hayley Goff as its new CEO. Goff steps into the role from the position of chief operating officer and will strive to strengthen Whiteoaks’ position in the market and drive the business towards furthering its mission of guaranteeing better results from integrated B2B PR and communications campaigns for its clients.

Goff takes the reins from current CEO James Kelliher who is moving into an advisory role as non-executive director on the Whiteoaks board.

“This is another huge step forward for Whiteoaks and as CEO, I look forward to leading our dedicated team of specialists along our growth journey. I am passionate about our deliberately different approach which offers a flexible engagement model and guarantees results, return on investment and above all, happy clients,” says Goff.

“As a proudly employee-owned business we all have an even bigger stake in our clients’ success and we are committed to giving them exactly what they need in terms of results, proactivity and market impact.”

The make up of the Whiteoaks executive board of directors remains mostly unchanged with Suzanne Griffiths (managing director) and John Broy (chief client officer) supporting Goff in her new role. Current non-executive director Andrew Marsden has stepped down.

Goff joined Whiteoaks in 2004, moving up through the ranks holding a number of senior roles and working on key international accounts across the business. Goff joined the Whiteoaks board in 2013 following a management buy-out before moving into the role of chief operating officer, where she provided strategic and creative consultancy across the client portfolio.

“Hayley is a tremendous asset to the business in terms of how she helps shape clients’ strategy, the strong relationships she’s built over the years, and her inspiring leadership. As I move into my new role as non-executive director, I have the utmost confidence that Hayley will continue to drive Whiteoaks forward and lead the team to success in pursuit of our ambitious objectives,” says James Kelliher, outgoing CEO.

The appointment is effective from 01 May 2023.

Whiteoaks International, the UK’s leading B2B tech PR agency, has been appointed by AccountsIQ, the award-winning accountancy SaaS provider, to deliver an integrated campaign across the UK and Ireland. The targeted campaign will run over 12 months and is aimed at elevating the AccountsIQ brand and building its corporate profile.

Following a period of exceptional growth, AccountsIQ identified the need to increase its visibility within its target market. AccountsIQ’s decision to select Whiteoaks is testament to the company’s unparalleled experience in delivering results for fast-growing technology businesses, and its reputation for targeted campaigns that elevate brands, and speak to the right audiences, with the right content, through the right channels to deliver behavioural change.

“In a competitive pitch process, Whiteoaks’ professional approach, deep domain experience and commitment to delivering measurable results impressed us. We look forward to working with the team to further our business goals over the coming year,” says Sara Laccone, head of marketing, AccountsIQ.

Whiteoaks will be delivering an integrated, creative brand awareness campaign, encompassing media relations, thought leadership and corporate profiling to elevate awareness of AccountsIQ’s products and services amongst fast-growth businesses.

Founded in Dublin in 2004, AccountsIQ provides a suite of financial management software that enables businesses to use financial data more strategically, empowering informed decision-making and raising the finance function to a strategic hub. AccountsIQ is a well-established vendor in the accountancy software field, designed for fast-growth and multi-entity businesses. More than 6,000 entities worldwide currently use AccountsIQ software.

Hayley Goff, COO of Whiteoaks International says: “Our ability to deliver an integrated campaign across media, social, creative, and content puts us in an elevated position within the UK technology PR sector and means we can manage the end-to-end process delivering return on investment and consistency of message across channels while ensuring an excellent level of service. We are delighted to be working with AccountsIQ to further accelerate their business growth in the UK and Ireland.”