Business spokespeople have a key role to play in any PR programme, as a bridge between the company and the public, shaping public perception and influencing brand image through their communication skills and expertise. In essence, they act as the public face of the organisation, communicating the company’s message to various audiences, most prominently through the media.

In harnessing spokespeople effectively, however, timeliness is key. That is why the ability to quickly mobilise and present the right spokesperson can be the difference between seizing a media opportunity and missing it entirely. For PR directors and managers, one of the most frustrating challenges is the struggle to secure time with the right internal spokespeople.

Identifying and preparing the right spokesperson who is knowledgeable, articulate, and aligned with the company’s messaging goals, and doing it at short notice, is difficult and many often fail to meet the challenge.

This can significantly hinder a brand’s ability to respond to media enquiries, engage in timely conversations, and ultimately, secure valuable media coverage.

Partnering with the right PR agency can offer a strategic solution to the spokesperson accessibility issue, ensuring the brand remains responsive and competitive in the media landscape.

Moving forwards

Agencies can equip team members with the skills to handle media engagements, thus broadening the pool of potential spokespeople within the organisation. By training a broader pool of team members for media engagements they ensure that the organisation can present a range of perspectives and areas of expertise. This diversity can enhance the business’ credibility and relatability to different audiences.

Moreover, the right quality training helps create skilled communicators who can articulate the company’s mission, values, and products effectively, helping to build a strong brand image. They can engage with the audience in a way that resonates and builds trust.

Agencies serve as a vital intermediary between brands and the media, facilitating opportunities and equipping spokespeople to optimise the impact of each interaction. Drawing on well-established relationships with journalists, editors, and media outlets, agencies can adeptly secure coverage for clients while also providing invaluable support in content creation. Through their understanding of the brand and its audience, they can craft concise messages and prepare briefing materials, including Q&As and key discussion points.

Additionally, agencies can create a bank of rapid response comments for spokespeople, enabling swift and effective communication with journalists to capitalise on urgent requests.

Together, these agency-delivered services help company spokespeople to deliver consistent, confident communication, even at short notice, maintaining the brand’s narrative and enhancing its image across various platforms.

In crisis situations, agencies can swiftly mobilise trained spokespeople, adept at navigating negative press, to manage the narrative and mitigate damage. The agency implements a crisis communication plan, aligning messages across all channels to ensure consistency and control.

By proactively addressing the media and public, offering clear, transparent responses, agencies help maintain trust in the brand. This rapid, strategic response not only protects the brand’s reputation but can also turn a potential PR disaster into an opportunity to demonstrate the brand’s commitment to accountability and customer care.

The agency advantage

The authentic voices and deep expertise of your internal team members are the foundation of your brand’s public persona. Their insights into your company’s services, solutions, and core markets are invaluable, yet the challenge lies in mobilising these voices swiftly to capitalise on media opportunities. This is where the strategic partnership with a PR agency becomes crucial.

Drawing on the expertise of an experienced PR agency ensures that your brand can effectively navigate the fast-paced media environment. By training a diverse pool of your team members and preparing them for media engagements, agencies help your organisation present a wide array of perspectives and expertise, enriching your brand’s narrative and engagement with various audiences.

Engaging with a seasoned PR agency allows your brand to navigate the complexities of media relations with confidence, ensuring that every communication opportunity is optimised to strengthen your brand’s presence and reputation in the market both today and in the future.

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Marketing and PR budgets are often the first to be reduced when times get tough, but what doesn’t usually decrease is the expectation on marketing managers to generate results. Pressure is applied just as resources are depleted, making growth feel like an almost impossible objective to meet.

Squeezed budgets in B2B technology companies can lead to marketing campaigns that fail to resonate with target audiences, with ramifications also for PR. In the worst case scenario, leaders may remove investment completely from the agenda. But a PR strategy is essential to drive brand visibility and credibility and importantly communicate the value a tech business offers to its clients, and it is entirely possible to deliver impactful campaigns cost-effectively.

The viable alternative to PR success

An in-house PR strategy requires a significant outlay to build the relevant experience, media contacts and capacity. The alternative is looking externally towards a trusted agency to deliver PR campaigns. On the surface, this might seem equally expensive, but there’s a key difference.

Working with the right strategic partner, made up of talented individuals with specialised skills and providing seamless access to trusted advisors, gives companies a better return on investment. B2B tech agencies can work closely with marketing teams or other key stakeholders to understand the wider business goals, identify the target audience that needs to be engaged and develop a campaign that is aligned to those goals from the very beginning.

With an inherent expectation to develop an intimate knowledge of the business in question, they then act as an extension of the team. This level of support and a clear performance-led strategy provides a basis for marketing teams to walk into the board room and convince decision-makers that budget needs to be made available for PR activities.

But even if this initial conversation goes well, there’s every chance that the next demand from leaders will be tangible proof of ROI.

Justifying the investment

An important part of the initial conversation around a campaign’s aims is defining KPIs and commitments that will need to be delivered from the investment. This could include coverage numbers, social engagement targets or website referrals. Our set fees for set outcomes model brings complete transparency to an up-front investment and guarantees results. There are no hidden costs associated with time spent on content creation, for example.

This ensures marketing managers know the exact costs involved in delivering the desired results, ideally placing them to present a compelling case for PR investment to the board and get the buy-in they need.

Developing a strategic partnership

Marketers have little control over a board’s intention to trim the marketing and PR budget. But what they can present to leaders is a strategic and performance-led PR plan with set outcomes and tangible ROI, giving them the best chance of achieving that all important buy-in. Rather than have PR fall by the wayside, clever investment can help B2B technology marketers to form strategic partnerships with PR agencies that have their best interests at heart. With side-by-side support, growth will no longer feel like a pipe dream and instead become much more attainable.

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So, you’re a successful tech brand eager to attract new clients and establish industry credibility. You decide to invest in PR, and enlist a top-tier agency on a monthly retainer, which promises coverage in leading industry publications.

The campaign has some success, but it’s not what you’d hoped for, especially considering your investment. There’s a distinct lack of tangible results, the phones have remained eerily quiet, and the promised influx of engagement and referrals fails to materialise. 

Frustrated, you abandon the PR element of your marketing and communications campaign. All you have to show are several large holes in your budget, and a boss piling on the pressure for results.

This is a frequent scenario we hear from marketing and senior leadership teams within technology businesses, who come to us deflated and disappointed with their incumbent PR agency. After poor performance, insufficient results and a lack of accountability, the high cost is the final nail in the coffin.  

Expensive retainers, missed targets, and lack of transparency, which leaves brands with zero recourse, is a model that has given PR a bad name. But thankfully, there is an alternative. One that addresses all of these issues, and it’s something that we have preached and practised at Whiteoaks for over 30 years.

This is performance PR

At the heart of performance PR is a commitment to offering fixed fees for fixed outcomes. We work closely with clients and agree to targets that connect with their overall business objectives. 

We guarantee that if those agreed targets are not met, the client gets their money back. It offers peace of mind for the client and accountability for us.

The measurability conversation 

While some will argue that you can’t measure PR, that is not the case with performance PR. In fact, it is essential to validate successes and understand a campaign’s impact. 

Campaigns should be designed and measured around the target audience; has it reached who it was intended for? Has the audience engaged with the campaign, and how? And at what scale?

Modern performance PR

Performance PR also presents a shift away from traditional media relations to modern PR, which includes integrated campaigns involving social media, content, and creative work. Measurability is central to performance PR, so being able to quantify these components is key to ensuring targets are hit. 

We measure our campaigns with key performance indicators (KPIs) which can include traditional coverage volume but depending on the audience, objectives and campaign, may also include things like website referrals and social media engagement. 

As integrated campaigns have a lot of moving parts, they require distinct areas of expertise to execute them effectively. The Whiteoaks team is made up of experts in different areas including social media, design, and content creation. We all work together to build and drive truly integrated performance PR campaigns.  

Performance PR and business objectives

Unsurprisingly, a lot of PR agencies will talk about being results-driven or result-oriented but it’s only performance PR that can actually walk the walk. 

We understand that marketers in tech brands are under a lot of pressure to deliver the leads that will fuel growth – and with performance PR, campaigns are designed to deliver the metrics that are aligned with a company’s business objectives – which is key to gaining senior management buy-in.

Why we excel at performance PR

Performance PR isn’t just another superficial marketing tactic at Whiteoaks; it’s ingrained in our approach, as it embodies our values and behaviours. 

Our values underpin our performance-led approach – quality, teamwork, integrity and commerciality. And in our employee-owned business, every staff member is personally invested; your results are our success too. This results in better outcomes for our clients. 

Performance PR allows us to be one hundred per cent accountable to our clients, and to continually improve and evolve our services. As a result, over our 30-year heritage, we’ve become a trusted partner to many.

If you’re interested in learning more about how we do performance PR here at Whiteoaks and how it can help you achieve your business objectives, get in touch:  https://whiteoaks.co.uk/contact/

The power of a well-crafted story cannot be underestimated in the evolving landscape of B2B technology. It has the potential to move the needle, helping to not only position businesses and their stakeholders as thought leaders but also paving the way for visibility in prominent publications, enhancing brand awareness, and increasing reach.

However, for it to make a real difference, there needs to be a commitment to producing high-quality content, consistently distributed across owned and earned channels. For B2B tech companies, this is not just about filling in a content calendar or sending a quick tweet.

It’s about establishing authority, demonstrating expertise, and engaging in conversations that matter using audience-centric positioning and messaging.

Yet, a common challenge among marketing managers is finding the time to produce high-quality content on a regular basis and encouraging already pressed for time internal spokespeople and experts to contribute.

The result? A decline in both the quality and quantity of their content. This can impact everything from lead generation efforts to the positioning of the organisation and its key spokespeople.

While most marketing managers will have a well-thought out strategy to guide their efforts, it is the execution itself that can fall by the wayside amid time constraint. So, how can they overcome these challenges to regularly generate impactful content?

The journey from strategy to story

For B2B tech companies, the journey from strategy to story requires a deep dive into understanding the audience’s needs, pain points, and aspirations. The creation of a single-minded proposition – a brief but compelling articulation of what your business commits to doing for customers – alongside supporting messaging is also essential to define ahead of content creation. This messaging and understanding should then be woven into every piece of content, ensuring that each article, blog, social media post, whitepaper, and case study is not just seen but felt. It’s about creating content that speaks directly to the reader, addressing their concerns, and offering solutions, thereby fostering a connection that transcends the transactional.

With specialist content writers at the helm, the right PR agency can breathe life into B2B tech brands by crafting compelling narratives that consistently convey the overarching messaging and resonate with target audiences. Narratives that are both informative and inspiring.

Working with a specialist B2B tech agency offers several advantages:

►Ensures a steady stream of quality content

►Frees up internal resources to focus on other strategic initiatives

►Brings a fresh perspective to often complex technological topics, making them accessible and engaging for a broader audience

Most importantly, it aligns content creation with the overarching marketing strategy, ensuring that every story told is a step towards achieving business goals.

Narratives that captivate and convince

Ultimately, ensuring a steady stream of relevant, audience-centric content is critical for B2B tech companies aiming to stand out in a crowded marketplace. By working with specialist content writers, businesses can ensure that their narrative not only reaches but also resonates with their intended audience.

By taking this approach to regularly creating high quality content, shared on both owned and earned channels, B2B tech businesses can establish themselves and their stakeholders as experts in their field and gain coverage in top-tier publications to improve brand awareness.

In the end, it’s the stories we tell that define us, and in the world of B2B tech, these stories have the power to transform perceptions, drive engagement, and spearhead growth. From strategy to story, it’s time to unlock the full potential of your content and turn your vision into a narrative that captivates and convinces.

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Hook, Hampshire, 14 February 2024: Whiteoaks International, the performance-driven tech PR agency, has announced three strategic appointments to bolster its senior team amid its continued drive for growth and ethos of delivering meaningful impact through PR.  

Adam George, Finance Director, has joined the Whiteoaks board, where he will provide financial leadership to achieve short and long term business goals and help steer the company towards its ambitious growth targets. Having joined Whiteoaks as Head of Finance in 2019, George’s appointment is testament to the impact he has had on the business so far and to his nearly 20 years’ experience in finance roles. 

Hannah Buckley has been promoted to Head of Content and Service Development, where she will continue to focus on ensuring excellence across content delivery and the ongoing development of the practice, whilst also spearheading the evolution of the company’s service offering to ensure a competitive differentiator.  

Finally, Natalia Kaczmarek assumes the role of Digital Content Manager which will see her lead the development of strategic and impactful digital programmes as well as creating compelling digital content across the client base.  

The appointments follow the elevation of Hayley Goff to CEO in May 2023, marking a new era of leadership for the company, and underscoring Whiteoaks’ commitment to leadership excellence and outcome driven impact in PR.  

Hayley Goff, CEO, Whiteoaks, comments, “As an agency, we are dedicated to creating and delivering performance-led campaigns that deliver meaningful outcomes and tangible impact for clients. Our team of experts in media relations, design, social media and content creation are our greatest asset and ensure every PR programme is executed to the highest quality to achieve results.  

“With Adam, Hannah and Natalia stepping into their new roles, I am confident in our ability to navigate the exciting next phase of our growth journey.” 

In the dynamic landscape of B2B marketing, video content has become an integral component for engaging and connecting with target audiences. This year, it’s crucial for B2B marketers to stay ahead of the curve by understanding and incorporating the latest video trends. In this blog, we will explore four major video trends that are set to dominate B2B marketing strategies in 2024.

Video Trend #1: AI Revolutionises Editing and Audience Understanding

Artificial Intelligence (AI) is no longer a distant concept; it has firmly embedded itself in the fabric of video content creation. In 2024, B2B marketers are leveraging AI to automate editing tasks, resulting in more efficient workflows and higher-quality videos. AI algorithms are not only streamlining the editing process but are also being employed to understand audiences better.

Through the power of AI, marketers can analyse vast datasets to gain insights into audience preferences, behaviours, and engagement patterns. This leads to the creation of highly targeted and tailored content that resonates with specific B2B audiences. As AI continues to evolve, expect B2B marketers to capitalise on its capabilities to enhance the personalisation and effectiveness of their video content.

Video Trend #2: Short-Form Videos Take Centre Stage

The popularity of short-form video has skyrocketed in recent years, and this trend is set to continue dominating the B2B video landscape in 2024. Platforms like TikTok, Instagram Reels, and YouTube Shorts have proven the effectiveness of concise, engaging content. B2B marketers are recognising the value of brevity in capturing the attention of busy professionals.

Short-form videos offer a quick and impactful way to convey key messages, making them ideal for B2B marketing where time is often of the essence. Expect B2B brands to leverage these platforms and create visually compelling, short-form content that communicates their value propositions succinctly.

Video Trend #3: The Rise of Live Video in B2B

Live video has emerged as a powerful tool for B2B marketers to connect with their audiences in real-time. Webinars, live product demonstrations, and virtual events are becoming staples in B2B marketing strategies. In 2024, live video will continue to thrive as it allows for direct interaction, engagement, and the opportunity to address questions and concerns in real-time.

The authenticity and immediacy of live video contribute to building trust and fostering stronger relationships between B2B brands and their audience; even post-Covid, people still crave the in-depth information and engagement made accessible through webinars.

Video Trend #4: Immersive Experiences with VR, AR, and 360 Video

While virtual reality (VR) and augmented reality (AR) technologies have been around for some time, the recent introduction of Apple Vision Pro has injected fresh energy into the space, sparking renewed interest and innovation. Apple’s foray into this arena has not only elevated the technological standards but has also motivated other industry players to explore and capitalise on the potential of immersive experiences. As a result, we are witnessing a dynamic reinvigoration of the VR and AR landscape, as creators and businesses alike eagerly embrace the possibilities presented by these advanced technologies to craft engaging and captivating content for their audiences.

In the fast-paced world of B2B marketing, staying ahead of video trends is essential for creating impactful and resonant content. As we embrace 2024, the integration of AI, short-form videos, live streaming, and immersive experiences will define the landscape of B2B video marketing. B2B marketers who adapt to these trends will not only capture attention but also forge stronger connections with their target audiences in the ever-evolving digital ecosystem.

Get in touch to find out how we can help you capitalise on these video trends

In a business world awash with fleeting trends and buzzwords, standing out requires more than just a unique product or service. It demands a deeply rooted sense of purpose – a compass that not only guides the ship but also keeps everyone onboard moving in harmony. Do you feel that guiding pulse in your organisation?

Many leading brands attribute their meteoric rise to a clear sense of identity. Their values are not just statements on a wall but deeply integrated mantras in their everyday dealings. They are the bedrock upon which enduring business strategies are crafted.

Take LinkedIn for example, Its Vision Statement is “Create economic opportunity for every member of the global workforce.”. To ensure the entire business is aligned to achieving and maintaining this, it has a single-minded Mission Statement: “To connect the world’s professionals to make them more productive and successful.” One that I think it’s fair to say it continues to achieve.

A lack of vision or a poorly communicated mission is akin to navigating uncharted waters without a map. It can leave a business adrift, plagued by misaligned strategies and disengaged employees. Yes, some mission statements have earned their reputation as mere jargon, but the absence of one – or having one that isn’t authentic – can be even more detrimental.

In the dynamic world of business, well-defined values can act as beacons. It’s a common misstep to chase targets at the expense of core values, forgetting that clients and customers are the lifeline, not mere revenue streams.

Here’s the trifecta:

  • Vision – It’s the horizon; the dream of what your company can achieve long-term. It’s what sparks inspiration and rallies the team.
  • Mission – This is your battle plan. It’s the steps and strategies that make the vision attainable. It outlines your organisation’s raison d’être, setting you apart from the competition.
  • Values – These are your guiding lights. They influence choices, from monumental business decisions to everyday interactions. When ingrained, they align employee efforts and provide a clear understanding of evaluation criteria.

Beyond internal coherence, articulating these pillars can boost your PR efforts. Especially for emerging companies, it offers stakeholders, including potential investors, a lucid insight into the company’s ethos.

As leaders recalibrate for the coming year, revisiting and refining your organisation’s vision and mission statements is not a mere tick-box exercise. In an era marked by rapid change and competition, a compelling vision, backed up by a well-defined mission and set of values, .

Are you set up to maximise your organisation’s potential in 20204 and beyond? If the answer is no, reach out for a no-obligation discussion on how your organisation can develop its vision, mission, and values.

By Vicki Curtis, Senior Client Consultant

Change has arrived in the PR industry. Synapse, a new platform devised by former Dow Jones and Gorkana executive, Charles Russell, and PR legend Mark Borkowski, aims to transform the way that journalists and PR professionals communicate. The idea is that journalists can access a custom-filtered inbox of PR pitches that are relevant to them, and PRs can discover new media and influencer contacts and pitch interesting angles and fresh perspectives.

I can see why the idea has materialised. There’s been an industry-wide friction between journalists and PRs for many years. Cision’s Global State of the Media Report 2023 discovered that only 7% of journalists say the majority of pitches they get are relevant to their audience. It’s a shockingly low statistic. But why has it come to this? If PR professionals across the board were tailoring pitches, understanding media and only sending relevant emails to the right journalists, would there be a need for these new types of services?

Time for a rethink

It’s time for PR professionals to rethink the way they approach their work so that they don’t have to solely rely on these emerging platforms. However, it must be said that technology can deliver some helpful tools. For example, Synapse allows journalists to filter the pitches they receive from PRs by topic and format. They are also able to flag pitches that aren’t relevant to them. Similarly, PRs will be able to see who has viewed or accepted their pitches.

But it’s also our responsibility, as PR people, to consider the perspective of journalists and know what is going to resonate with them in the first place and not simply rely on the tech. This is incredibly important as the Cision research also revealed that as many as three in four journalists will block a media relations professional who spams them with irrelevant pitches.

Many PR agencies are structuring their internal teams to feature dedicated media specialists. These employees are focused solely on media activity and building relationships with journalists, which feeds into the second requirement of the modern day PR professional. Now that we’re fully clear of the pandemic, it’s time for PRs to step out from behind the screens and set up relationship building meetings with key media figures.

The trend for intermediaries

More than 1000 journalists from across more than 140 titles, including The Mirror, The Express, The Scotsman and OK! Magazine have signed up to Synapse. As the platform gathers pace, more look likely to join, but it remains to be seen as to what extent it will help to alleviate the issues between PRs and journalists.

One aspect that is clear is the growing trend towards ‘matchmaking platforms’ across industries. Whether it’s matching pitches to journalists, brands to agencies or even investors to entrepreneurs, there’s a big focus now on employees looking to save time with supporting platforms. In this sense, the technology could help employees to streamline their day-to-day tasks.

However, while tools such as Synapse offer promising solutions to bridge the gap between journalists and PR professionals, these innovations shouldn’t overshadow the fundamental principles of PR, including relationship-building and understanding the media landscape. Professionals must ensure that they get these basics right, and the unique value that only they can provide is building those human connections that technology can’t replicate. Only by merging these capabilities can the PR industry be truly revolutionised for the better.

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By Hayley Goff, Chief Executive Officer

For a business with genuine artificial intelligence capabilities, the world should be one of significant new opportunities and strong growth.

Automation, AI, analytics and low-code platforms have been converging for several years and the appetite for advanced, data-driven technology has increased rapidly. Research by analysts Deloitte found more than 50 per cent of organisations plan to use or implement AI and automation this year (2023) and almost all (94 per cent) see AI as critical to success.

This is a huge opportunity for AI companies, especially in mature markets such as the US and UK. Surprising as it may seem, however, companies with AI capabilities often underperform when it comes to explaining themselves.

Tech businesses that have immense talent in applying machine learning, computer vision, or natural language processing to significant business problems, are frequently lost for words when it comes to telling their own stories. Once they seek to get their message out, they may feel they are adrift in a very unfamiliar landscape of media organisations and marketing events where it is difficult to determine who or what matters and how long or how much it takes to achieve any impact.

The problem is that if a business fails to explain itself well, the B2B tech media may simply ignore it. A business with AI capabilities will achieve little if it is unable to talk interestingly and succinctly about what makes it stand out or why it is relevant to what is happening now. We can all send emails to publications, but are they the people with any real clout or connections? Getting this wrong can cause a significant loss of momentum, even in a hot area such as AI, where competition is intense and potential customers are very careful about how they spend their budgets.

This is especially true when a B2B tech business enters a new territory. It’s a little too easy, for instance, for US-based firms to assume they speak a common language with all their potential prospects in the UK, Europe and Scandinavia, even though the entire tech world is so heavily influenced by US innovators. Failing to address the specific circumstances and challenges of companies in the UK and Europe or to use idiomatic British English in the UK undermines any growth strategy. Audiences quickly feel they are being considered as an add-on or after-thought.

Crafting the message out for AI companies and getting it out there takes skill

Achieving any benefit from B2B tech PR can take time, hard work and requires insight and skill. A company with an AI solution or function should work with B2B tech PR specialists with local knowledge and connections. It is important to develop the true story about a company’s AI – which is not always easy to explain in simple terms. How does your AI make you stand out? What does it do that matters to the distinct audiences in the UK or France or Germany? Can this be developed in a way that makes relevant media take notice and increases credibility?

Many companies offering AI capabilities may also struggle because they have a purely anecdotal understanding of how rivals are perceived in these markets and the kind of language and terminology used. A B2B tech PR specialist like Whiteoaks International can conduct marketing, content and share-of-voice audits and craft strategies and tactics that make an AI business stand out. This will be informed by an understanding of the challenges and opportunities in each market and how other businesses currently address them. A business can, for example, see how perceptions of it are shifting over the course of a PR campaign, gauged by quarterly monitoring of the terminology the market uses when considering its offering and capabilities. This is a measurable outcome. A campaign can be divided up into specific topics or business challenges to achieve tighter focus.

Strategies to increase awareness and influence opinion will target the media and people that matter most with articles, eBooks, blogs, tips and best practice guides that relate the benefits of a distinctive AI capability to the challenges prospects face right now, or pressures and opportunities from economic, political or social events and trends. Integrated content marketing, as part of an over-arching PR campaign, enables AI companies to work on development of a full array of marketing and content assets, mapping on to agreed and carefully thought-through objectives.

An integrated campaign respects the distinctive characteristics of each market, and for Whiteoaks, involves the WIN PR Group of tech PR agencies who understand one another and work in similar ways. For a company in the AI sector, this is important. The messages in a PR campaign need to be tailored to each market, but maintain overall consistency – otherwise, credibility is quickly lost and coordination breaks down. With the WIN Group, companies gain the right balance between local knowledge and consistency in methodology, messaging and reporting.

AI may be the hottest topic in town, but it still takes skill and expertise for an AI company to get its message out clearly to the right people, with outcomes it can measure.

By Hayley Goff, CEO

In the ever-changing landscape of modern business, one of the most pressing challenges CEOs and business leaders face is propelling their companies towards sustained growth. While it’s natural to seek innovative solutions and creative approaches to achieve this, it’s crucial not to be swayed solely by flashy PR pitches that offer lots of creativity and little substance.

Creativity in public relations has long been celebrated as a driving force behind groundbreaking campaigns and ideas. Engaging audiences and capturing attention are essential, but it’s equally important to strike a balance between creativity and strategic planning. The smartest campaigns integrate both elements across digital, creative, content, and media, each contributing to measurable outcomes that support specific business goals.

As a business leader, you’re well aware of the value proposition your company offers to clients. PR plays a pivotal role in driving awareness, justifying and proving that proposition. It’s about crafting the right message, ensuring its effectiveness, and communicating it in an authentic way to the correct audience.

PR can elevate your brand’s  visibility, create demand for your products, rationalise buying decisions, and enhance the overall  company perception

Navigating the B2B technology market is no easy feat. It’s a noisy space, with new tools, platforms, and products emerging constantly. Cutting through this noise demands more than a purely creative, abstract approach. A strategic plan is essential to create a meaningful impact and stand out from the competition.

As an integrated PR and communications agency, we help brands harness opportunity, fast track their growth and truly achieve demonstrable market impact.  This is achieved through targeted campaigns that elevate brands, and talk to the right audiences, with the right content, through the right channels, to affect behaviour change.

In today’s dynamic media landscape, creativity remains an invaluable tool that fuels innovation and sets the stage for remarkable campaigns. However, combining creativity with a strategic planning is the key to delivering targeted, impactful campaigns that not only meet your objectives, but achieve tangible results and measurable outcomes.

To find out more about how you can unlock the creative potential of strategic PR , book your free PR strategy consultancy meeting with our Associate Director, Bekki Bushnell, now. Let us show you how strategic creativity can level up your PR game and propel your business towards meaningful growth and success.

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