By Tom Mason and Phoebe Cassam
In simple terms, what PR is and why does it matter to our clients?
Tom: Public relations shapes the way that the world sees you and gets you noticed.
It is not just about a piece of coverage in the local paper, it is about building and maintaining the reputation that you want to be known for, be it in the press, online or increasingly, via AI platforms.
For our clients, it helps them reach new audiences to deliver their voice and the messages that alter how clients, future employees and communities interact with them.
Many people still have a very narrow view of what PR is, but many of the actions we undertake fall within the wider net of PR.
Phoebe: Many businesses do good work behind the scenes and then make the mistake of keeping it hidden. Sponsoring charities or hosting fundraisers are excellent in and of themselves but can elevate a brand’s identity if that work is publicly recognised. Celebrating major work anniversaries can also be effective, given that people job hop more than ever. Good PR takes the brilliant work that a client does and lets the people who may work for them or with them know that it is taking place.
What’s one practical thing a business could do right now to improve their PR?
Tom: It’s simple…be more vocal. There is always a fear of speaking out, but a well measured response on a hot topic is far more likely to get your recognised than anything else.
To use an old cliche, you have to be in it to win it.
Phoebe: Have something interesting to talk about. Local and trade press will only spotlight stories of value, so give them something good to feature.
A common mistake: What’s one thing people often get wrong about PR?
Tom: Everyone cares. Too many people think that their big news, is everyone’s big news. You need to craft stories that play into or alter public interest – it’s all about the angle.
Phoebe: Some businesses assume that PR is an advertising service and will issue articles and statements that add very little to the conversation. You need to be highlighting something exceptional you are doing or offering some unique, expert insight that cannot be found anywhere else.
