Our PR approach

PR is really all about people

At ec-pr we realised some time ago that generating great publicity comes from understanding people. Good publicists have mastered the art of communication and are able to work in tight collaboration with smart, engaging business people. The best PR agencies find out who their clients’ audiences are, what they talk about and how to reach them.

We love it and our whole business is built around this idea of engaging, accountable and thought-provoking PR.

At ec-pr we work closely with our clients, we understand their goals and help them navigate obstacles, problems and crises. We have worked hard to make our PR activities measurable and guarantee the success of our efforts.

Because we focus on people, we excel at generating great press releases and top-notch editorial that people want to read. We find the human story within the facts and make it interesting and readily usable by journalists.

Read on to find out more about our approach to PR. And then, if you are trying to find a PR agency that is refreshingly different, and who is bought into your success, you need to speak to Lorraine at ec-pr today.


B2B PR – Just three weeks until UK Security Expo 2017

B2B PR – Just three weeks until UK Security Expo 2017

You will have a clear idea about what your message and tactics are as you enter the final approach to the exhibition, so now you need to switch your focus onto getting your story into the hands of the right journalists.  This week get your press list up to date.  Look at the event media sponsors, available on the website, and add all the relevant ones to your press list, if they’re not already there. Then, make sure that you only have current, accurate named press contacts.  Some simple research should furnish you with the correct editorial contacts for news and features – usually different people.

Segment your trade press list into priority and secondary.  The priority list will normally be no more than two or three titles and will be the most influential titles in your space.  Your objective should be to get regular coverage in these titles over the course of the event.   Select your stories based on what you can see these magazines cover regularly.

If you’re struggling to identify your news stories – here are some helpful hints. Always evaluate stories from the user perspective; they don’t care if you’ve employed a new sales executive or if you’ve moved offices unless that new sales executive is actually an augmented human and the new office location is actually a virtual reality destination ????.  They do care if the new product or service benefits them, makes their life easier or helps them hit their numbers.  They also like to know if your customers include well-known brands – it makes them feel better about buying from you, it validates their decision-making.

Most magazines now welcome well written comment as a blog or opinion piece; we write dozens of these for the security press. Identify six key issues your customers currently face “Your company’s Six for UKSEC_Expo” and write 600 words about how customers could/should approach the issue.

How do you write 600 words you ask yourself – easy!  Write 100 words answering the following questions:

  1. What is the issue?
  2. Why should your customers care about this issue?
  3. Why is it important?
  4. What are the common mistakes/misunderstandings around this subject?
  5. What are the key things to look out for?
  6. What three things can your customers do right now to highlight/elevate/address the issue (do NOT directly sell your products here)?


Still struggling – call us!

B2B PR – DSEI 2017 is over, but what’s next?

B2B PR – DSEI 2017 is over, but what’s next?

For some of you, DSEI probably feels like a distant memory – the question is, did it deliver everything you wanted, or was it like a three-day hangover you’d rather forget?  There was certainly buckets of excitement at DSEI this year and my feet are still paying the price, but all in all, completely worth it.  With coverage in every single Show Daily and several successful interviews with key defence press, we can safely say we had a fantastic show!  But what’s next?  It needn’t end there – here’s some hints and tips to maximise every penny of your investment.

1. Follow up – even if there is no specific reason to follow up, it’s always good to touch base with the journalists that you met at the show, or the journalists who may have stopped by the stand and left a business card.  This is how we build and maintain strong relationships with the media.

2. Editorial calendars – Review the editorial calendars of your top 5 publications and speak to the Features team about interview opportunities/contributions.  They are more likely to now have some breathing space to talk to you.

3. Thought leadership – It’s worth talking to your experts who attended the show to see if they have any particular views/opinions on the show – or maybe some of the presentations sparked ideas that you could turn into thought leadership articles.

To help you in the aftermath of DSEI 2017, we’ve created a useful guide to upcoming features in key international defence publications with the submission deadlines.  You can download your free guide here now . Note, we will ask you for your business email, but we promise not to spam you.

B2B PR – DSEI: 3 weeks to go – Your five-point plan for effective media engagement

B2B PR – DSEI: 3 weeks to go – Your five-point plan for effective media engagement

With 3 weeks to go until DSEI, you should now be well on your way to identifying what material you have for your press pack. There are lots of opportunities to engage with media not only during the show but also before – but you need to act fast! Here are some handy tips to consider:

1. Show Dailies:

Think about offering your news under embargo to the show daily contacts – this could give you greater leverage and an increased chance of securing those all-important column inches. Industry leading publication, Jane’s is once again producing the glossy magazine, as well as managing the online news portal so get in touch at showdaily@janes.com

2. Images are crucial:

Good quality photography provide you with the perfect opportunity to bring your story to life. Don’t send out news without images. And remember, they have to be at least 300dpi (dot per inches) for any magazine to be able to consider them.

3. Make contact now:

Have a clear idea on which journalists you want to engage with at the show and start talking to them now. Their diaries will fill up fast – don’t leave it too late!

4. It’s not just about news:

Ensure that your press pack also includes any recent thought leadership articles or abstracts in development. This will stimulate interest with Editors and provide you with a strong hook to securing press interviews for your subject matter experts.

5. Maximise distribution:

Formulate your press pack and make sure you send what you can to both the CMS Strategic team at: dsei@cmsstrategic.com as well as ADS Group if your stand is in the UK Pavilion. Contact email address is katie.andrews@adsgroup.org.uk

There is a huge amount of excitement around this year’s DSEI and Lorraine and I can’t wait to be a part of it. If you’re looking for more advice or guidance on how to maximise media strategy, don’t hesitate to get in touch with us. Either at liz@ec-pr.com or lorraine@ec-pr.com.

B2B PR – DSEI 2017 is over, but what’s next?

B2B PR – DSEI 2017 is over, but what’s next?

For some of you, DSEI probably feels like a distant memory – the question is, did it deliver everything you wanted, or was it like a three-day hangover you’d rather forget?  For some of you, DSEI probably feels like a distant memory – the question is, did it deliver everything you wanted, or was it like a three-day hangover you’d rather forget?  There was certainly buckets of excitement at DSEI this year and my feet are still paying the price, but all in all, completely worth it.  With coverage in every single Show Daily and several successful interviews with key defence press, we can safely say we had a fantastic show!  But what’s next?  It needn’t end there – here’s some hints and tips to maximise every penny of your investment.

1. Follow up – even if there is no specific reason to follow up, it’s always good to touch base with the journalists that you met at the show, or the journalists who may have stopped by the stand and left a business card.  This is how we build and maintain strong relationships with the media.

2. Editorial calendars – Review the editorial calendars of your top 5 publications and speak to the Features team about interview opportunities/contributions.  They are more likely to now have some breathing space to talk to you.

3. Thought leadership – It’s worth talking to your experts who attended the show to see if they have any particular views/opinions on the show – or maybe some of the presentations sparked ideas that you could turn into thought leadership articles.

To help you in the aftermath of DSEI 2017, we’ve created a useful guide to upcoming features in key international defence publications with the submission deadlines.  You can download your free guide here now . Note, we will ask you for your business email, but we promise not to spam you.

B2B PR – DSEI: 3 weeks to go – Your five-point plan for effective media engagement

B2B PR – DSEI: 3 weeks to go – Your five-point plan for effective media engagement

With 3 weeks to go until DSEI, you should now be well on your way to identifying what material you have for your press pack. There are lots of opportunities to engage with media not only during the show but also before – but you need to act fast! Here are some handy tips to consider:

1. Show Dailies:

Think about offering your news under embargo to the show daily contacts – this could give you greater leverage and an increased chance of securing those all-important column inches. Industry leading publication, Jane’s is once again producing the glossy magazine, as well as managing the online news portal so get in touch at showdaily@janes.com

2. Images are crucial:

Good quality photography provide you with the perfect opportunity to bring your story to life. Don’t send out news without images. And remember, they have to be at least 300dpi (dot per inches) for any magazine to be able to consider them.

3. Make contact now:

Have a clear idea on which journalists you want to engage with at the show and start talking to them now. Their diaries will fill up fast – don’t leave it too late!

4. It’s not just about news:

Ensure that your press pack also includes any recent thought leadership articles or abstracts in development. This will stimulate interest with Editors and provide you with a strong hook to securing press interviews for your subject matter experts.

5. Maximise distribution:

Formulate your press pack and make sure you send what you can to both the CMS Strategic team at: dsei@cmsstrategic.com as well as ADS Group if your stand is in the UK Pavilion. Contact email address is katie.andrews@adsgroup.org.uk

There is a huge amount of excitement around this year’s DSEI and Lorraine and I can’t wait to be a part of it. If you’re looking for more advice or guidance on how to maximise media strategy, don’t hesitate to get in touch with us. Either at liz@ec-pr.com or lorraine@ec-pr.com.

B2B PR – How to write a PR Brief

B2B PR – How to write a PR Brief

Writing a PR brief can be challenging and stressful but if done right, can reflect well on you when the project delivers outstanding results for your organisation.

Short of time, the busy executive is tempted to put everything they know into the PR brief and leave it to the PR company to work out what the priorities really are or, alternatively, to put nothing meaningful in the brief and hope the PR company can fill the gaps.

The fact is that as with most projects, success is determined by the quality of the planning and no matter what business you are involved in, you need a comprehensive brief if you want to get the best out of partnering with a PR company. Here’s how:

Set your goal – Start by documenting what success will look and feel like and be as specific as possible. A handful of deliverables with one key measure is recommended. That way at the end of the project everyone will know if you’ve succeeded or not.

Context – Understanding what series of events has resulted in the need to achieve this goal will help your PR advisors to shape the messaging you want to convey as well as the tone, style and urgency. Stay factual 

Target audiences –Who do you want to engage with and what do you know about their current attitudes and behaviours?

Messaging – what do you think you can say/offer that will make your audience re-evaluate the position and why should they believe you?

Potential challenges – Think about the problems you could potentially come across, if you identify them now you may find them easier to address.

Timescale – When do you wish to start your PR activity, creating a timescale can help you identify how long you have to prepare.

Let’s talk money – Identifying and specifying how much money you are willing to spend will have a direct influence on the type of activity you require.

Evaluation – If you don’t evaluate you won’t learn. At the end of a project have a wrap up meeting and go through the desired outcomes. Have you achieved them? What worked, what didn’t? What would you do differently next time? This meeting should involve constructive feedback.

If all your information is under ‘Context’ then you don’t have a robust brief and you need to do some more digging 🙂

Once you have addressed all of the above points you should be good to go. Remember, selecting the right PR company to communicate your message will help you achieve those key outcomes.