Public Relations

As the name suggests this discipline is used to improve, adapt or change opinion using 'mass media' tools such as newspapers, magazines, TV, Radio and online technologies. The beauty of PR is the perception that the communicated article is independent, and therefore contains a neutral bias. Of course the decision as to whether your press release secures media space is entirely the responsibility of the media executives in charge of that channel, but it is up to you to maximise the likelihood of success. Using a third party with established links should be a tremendous asset. We have written many press releases for our clients, from private insights into Pope Benedict XVI's state visit to Britain, to the construction of outdoor running surfaces in the streets of Manchester, and when particularly newsworthy we will negotiate television coverage with broadcasters.

To improve the likelihood of editorial inclusion on the latter of these articles, we researched the wider marketplace to find a source where a quote would influence inclusion in the magazine. On contacting Chris Jones, Head of Marketing & Strategy at England Athletics, a fabulous quote about the importance of taking athletics to the streets helped to ensure the article was published in full. In addition to the press, television and radio broadcasts have covered our clients' more unusual stories.

Whatever the channel, the original article must be well crafted, clear and informative. It must also be written with both the broadcaster and the audience in mind. But just like direct marketing, 'PR' can take many forms.