Our bespoke PR service and communications solutions
We understand the intrinsic importance of distinguishing a Thought Leader or organisation within and/or across its category. This is why, when appointed by a new client, we take a highly strategic approach that is rooted in context, understands and differentiates the brand, business or Thought Leader among its competitive landscape and produces bespoke communication assets including company and spokespeople’s bios, key messages and stakeholder mapping, content themes and editorial topics that always tie back to business objectives.
Digital PR/ E.E.A.T – turnkey solution
Traditional search has been severely impacted by the arrival of AI and LLMs like ChatGPT. Google’s response was Gemini. Using its AI search tool it provides suggested links to relevant searches (media, blogs, resources, YouTube, etc.) causing Google Ads to drop dramatically down the page, quickly losing its once powerful ability to drive targeted traffic.
Enter E.E.A.T: Standing for Expertise, Experience, Authority and Thought Leadership, E.E.A.T is a response, and solution, to the impact on traditional SEO and Google Ads. Because (for now) there is no way to pay to play in Gemini search or the LLMs, meaning organic, real, human-created and conceptualised strong opinions and views are now worth gold. And they must not be written by AI (yes it can be used as a research tool, but not to create strong thought leadership content), Google is looking for original information from real experts/ brands in their fields on particular subjects.
A holistic mix of earned media on authoritative publishing sites, podcasts (owned or as a guest), YouTube videos, social media posts, blogs, resources like How-To guides or white papers, etc. now all play a massive role in helping you show up on Google or the LLMs increasing your visibility.
We offer a turn-key solution to E.E.A.T (it is after all just Digital PR wrapped up differently & strong content creation 😊) and we can manage all your owned channels’ content needs while generating lots of earned (i.e. free) articles, interviews, videos etc. on leading media sites relevant to your sector that can be amplified across your owned channels, boosting its reach and longevity.
Thought Leadership
We are extremely passionate about positioning our clients and their businesses as thought leaders, whether working with titans of industry, or those who are just entering this space by building a voice and key message that is woven throughout every piece of earned media.
We regularly work with CEOs, across the C-Suite, professionals and experts in their fields as well as industry consultants and take a very one-on-one approach to fully understand our client and his or her passion points. Together with the Thought Leaders we represent, we chase the local and international news to newsjack stories so as to provide real-time context on which to produce timely, relevant and original comment. Developing this strong point of view is highly effective, provided it is insightful, fresh in thought and avoids promoting brand which makes it too promotional. Please see our case studies for examples of our work.
Because we know the media so well, across B2B and B2C beats, we understand what will work and get used by a publication, as well as what won’t. As such we offer ongoing strategic council to ensure that there is synergy between what the Thought Leader wants to say and what the media will publish, ensuring there is a balance between brand and news.
We know that collaboration and original thought amount to success.
Content production
Whether you need a LinkedIn profile makeover that is created, retained and aligned to strategy, or the production of a Report, White Paper or other communication formats we are equipped to help. Our writing, created by the core team or our network of trusted partners, is on message and tone and always newsy.
We have experience in producing over 100-page books, brand Playbooks, Survey Reports, White Papers, website copy, social media copy and any other writing needs you may have.
Media Relations
More important now than ever before thanks to game-changers like Google AI Search – which has aggressively obliterated tactics like SEO and Ad Words – we work with Thought Leaders and spokespeople of brands, businesses, NGOs, initiatives, organisations etc., to craft compelling content that is personally pitched to journalists/ content producers to encourage them to use their story and engage their audience.
Because we are tightly aligned to the news agenda, and know which outlets want what, we guide clients through the process of producing formats such as media releases, opinion pieces, editorials or features, reports etc. As ghost writers and producers, we become your voice and use it to create interest in you as a key opinion leader as well as build and position your brand and business in authoritative media outlets – be that a radio interview, TV segment, podcast episode, regular columnist or industry commentator.
Whether the brief is a project or within a retainer campaign, we first use our strategic framework (as per the above) and then produce content accordingly that is very media friendly. When picked up by a journalist, we create tight briefing documents for spokespeople that include key messages and guiding questions, as well as share any other content as part of the spokesperson’s PR kit.
Media relations, while just one tool in the PR toolbox, is highly effective and can quickly build your or your brand’s/ business’s name, cultivate a positive reputation and enhance trust and credibility – but only when the content is excellent. Not only does that play a role in the targeted audience’s decision-making process, whether it is buying bathroom taps or offshore wealth management services – it also offers Google authoritative and factual content that its AI Search algorithm looks for to answer Google user-based questions.
Short projects and campaigns
Focused activities such as research-led projects, creative campaigns, for either B2C or B2B clients, creating partnerships with high profile people such as celebrities, academics, authors, etc. as part of a bigger effort, event creation and management as well as product launches are among our core skills and we work tightly as a team with you to make the most noise, in the right places and spaces, in a particular, strategically-aligned period of time.
Thanks to our strong and long-lasting relationships with industry partners including photographers, videographers, designers, digital experts, etc. we can offer a turn-key solution for you that includes various team professionals who are briefed and managed by us. No brief is too small or too big – we have the skills and resources to help as needed.
Speaker opportunities
On reviewing your industry’s event calendar and investigating traditional and non-traditional media channels such as independent podcasters, we identify opportunities and present them to you for consideration. Once a spokesperson has been confirmed, we manage all the details, from pitching them as a conference’s keynote or panellist, a guest on a podcast show or even open doors for you to make necessary connections.
We work with you all the way ensuring your spokesperson is briefed properly and that the message he or she delivers is on-brand and the messaging is right and tight.
To learn more about our approach please review some of our case studies.
