Communication Strategy

Successful PR requires a well-formed, clear Communication Strategy.

We at ec-pr believe in an integrated approach to PR, which goes hand-in-hand with the full range of marketing activities. In order to make this a success, your organisation needs a communication strategy that provides clarity of approach.

Indeed your comms strategy will become the backbone to inform and guide all marketing communications moving forward, including the Public Relations activity.

If your organisation’s marketing is operating on a tactical level instead of a strategic one, ec-pr can help your marketing team regain control of your brand and marketing strategy.


The role of personas in your B2B PR strategy

The role of personas in your B2B PR strategy

The role of personas in your B2B PR strategy

Personas – an essential element of impactful communications

Effective communication is based on an in-depth understanding of your customer base. You need to know who your customers are and which channels they use to stay informed. You need to uncover their fears, pain points and ambitions in order to engage with them successfully.

To facilitate a better understanding of your customers, we create audience profiles or ‘buyer personas’. These are fictional representations of your customers that help visualise their needs, habits and objectives.

buyer personas are fictional representations of your buyers

We ask your potential buyers some of the following key questions:

  • What is your job title and key responsibilities?
  • Where do you go for professional insight? (i.e. LinkedIn, trade media etc)
  • What are your concerns? What keeps you awake at night?
  • What are the key capabilities or expertise you are looking for in a supplier/service?

This information informs the development of typical personas, that may look like this:

Persona illustration

Do I really need personas?

You really do. Without personas, your communication will be impersonal, completely untargeted and therefore ineffective. Personas guide the development of your key messages. They ensure you are targeting the right people with messages that are compelling and tailored to the specific stage of the buying cycle they’re currently at. They reduce waste and promote marketing/sales collaboration.

Personas are integral to campaign planning as they ensure that at every stage of the journey, customers receive an appropriate type of message that nudges them to the next stage of the buying process.

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Find out more about Personas in our guide: Your 8-step communication strategy

Flexibility and longevity

Personas should be a living and breathing concept, not a document to be produced and filed away. Individual personas should be updated over time, or new personas created, in line with your evolving business strategy and changing market dynamics.

Personas are essential to strategic B2B PR

In our experience, it is particularly important that personas, along with key messages, are socialised within the company to ensure that your marketing, sales and customer service teams internalise them and refer to them to guide their content and messages on a day-to-day basis.

The outcome

On a strategic level, personas are an important tool to ensure your communication is targeted and relevant to your key target audiences. Personas also help align your communication efforts with sales by tailoring messaging to specific stages of the buying process.

On a more tactical level, personas support your campaign planning by helping determine what type of message, content and format should be served throughout the customer journey to achieve maximum commercial results.

Join our #B2BPR tribe:

If you’ve found this article valuable, you can get more useful insight here:

Download our essential guide: B2B PR Campaign Planning

READ this article: Communication without purpose is just noise

watch our video: how to identify your target audience”

At ec-pr we are passionate about b2b communication. We believe your work is amazing and we want to help you tell the world how extraordinary it is. Get in touch.
PR Guide to B2B PR Campaign Planning

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How EC-PR helped a leading UK tech brand find their USP, and make their voice be heard in a crowded market.

How EC-PR helped a leading UK tech brand find their USP, and make their voice be heard in a crowded market.

How EC-PR helped a leading UK tech brand find their USP, and make their voice be heard in a crowded market.

If there’s one thing everyone absolutely loves, it’s the satisfaction of seeing the fruits of your labour and here at EC-PR we’re no different. Now, we don’t usually write a blog about our successes, as the norm is to turn them into case studies, but we felt the communication strategy we implemented for 2i deserved a little bit more of a ‘shout-out’! We’re super proud of what we achieved with them and, more importantly, it’s made such a positive difference to their planning, marketing, PR, communications and, ultimately, their bottom line, that we wanted to share it.

About 2i –a ‘complex’ tech brand

With three different offices around the UK, 2i is a very successful software testing consultancy who employ over 120 staff. They provide a variety of software testing services to some very large, very blue-chip, clients; such as Virgin Money, the Scottish Government and Aberdeen Standard to name a few.

A technical, risk-based proposition

Their proposition is deemed as quite complex yet crucial;  in that their services help to minimise the risks involved when large corporations are introducing new software or making software changes and rolling them out – company, or client-wide.  These large-scale transitions can be fraught with issues, bugs, risks and challenges. All of which can have a hugely negative impact on their business and reputation, if not carefully managed and quality assured, from the very earliest opportunity.

2i’s role is to ensure that all the software & technology works EXACTLY as it should, and the end user experience is as per the defined spec.

The PR challenge

The challenge was 2-fold. 2i know that they deliver an exceptionally high-quality service to their clients, but they struggled to articulate how they differentiated themselves within the busy tech landscape, in other words, they had no USP!

Secondly, not enough people knew about their great service because they had very low brand awareness within the marketplace.

a usp will help get you through the maze impacting planning, marketing and sales!

The PR solution

A robust and engaging communication strategy was required to help 2i achieve their marketing goals of identifying their USP, differentiating themselves and increasing their brand awareness. We needed to help 2i have a louder, more authoritative voice in the market and stop them from being a ‘well-kept secret’.

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DOWNLOAD: Your 8-step communication strategy

Stakeholder workshops

We worked very closely with Dave Kelly and his leadership team, to deliver a number of workshops, focusing on the six key component parts of a communication strategy;  their value proposition; a bespoke delivery model, industry prioritisation; target personas; positioning statements and the messaging.

Our workshops enabled the key stakeholders to align on important factors, to ensure consistency and clarity across the business, minimised ambiguity and helped present the very best version of themselves as a business.

Review of brand assets and materials

And we didn’t stop there!  We undertook research to ensure the plan was aligned with their customers’ perceptions, we reviewed their brand assets and identified gaps where further materials were required (which we wrote for them) and we helped find and appoint a creative branding agency.  Phew! It was hard work, but the results made it all worth it…

a USP is central to planning, marketing, communications and sales

The (phenomenal) results!

The strategy we developed with them now forms the backbone of all 2i’s comms – informing and guiding their business development and marketing communications.

We asked Dave Kelly, their MD what impact the communications strategy has had on their business, and he gave us not one, not two, but eighteen (yes eighteen!)  different benefits they’ve experienced, in only 3 months!   You can see the full 18 in all their glory, in our infographic below.   If you want to hear more about how we worked with Dave at 2i and how we could do the same for you, then get in touch.

18 Benefits of a
communication strategy

Three months after assurance and testing business 2i formally launched its communication strategy, we asked Managing Director, Dave Kelly, what impact it’s had on business.

  1. We have won new business
  2. Our tenders are more persuasive
  3. Prospects are more interested in what we have to say
  4. Starting conversations is easier and we get to the issue quicker
  5. We are clearly differentiated from our competitors
  6. Our Leadership is more clearly aligned
  7. Our people are more engaged with the business and understand where they fit
  8. We are more consistent in the way we all talk about 2i
  9. We know exactly who we should be targeting saving time and resources
  10. We know what we should be saying to secure interest
  1. We feel we are now presenting the best version of 2i to the wider world
  2. There is less ambiguity in our communication internally and externally
  3. It has made recruiting quality people less challenging
  4. Our external communications are better aligned
  5. Our LinkedIn activity is more focused
  6. We are more visible, valued & understood in our marketplace
  7. Our engagement with clients to give them the focus they deserve has been accelerated
  8. The assets we are building are future-proofed

Dave Kelly

At ec-pr we are passionate about b2b communication. We believe your work is amazing and we want to help you tell the world how extraordinary it is. Get in touch.

Join our #B2BPR tribe:

If you’ve found this article valuable, you can get more useful insight here:

Download our ultimate guide: Your 8-step communication strategy

READ this Tech PR case study: How SELiS used press interviews to show Thought Leadership

watch our video: how to identify your target audience”

We have won new business because of our communication strategy
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The ultimate guide to writing a B2B press release

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What B2B Public Relations can do for you and your company

What B2B Public Relations can do for you and your company

What B2B Public Relations can do for you and your company

Public Relations (PR) is a key component of the full marketing mix, and as part of your overall communications strategy, it’s instrumental in driving brand awareness, recognition, and consideration – ultimately guiding more leads and conversions, whilst contributing to the overall growth of your business.

This article will help you to understand how PR can benefit your company and why you should pay for expert PR advice.

How does PR benefit your company?

PR builds a compelling relationship between your brand and your target audience before your audience even enters the buying cycle. This relationship is developed over time, built on trust, and delivered through endorsement from independent, authoritative, sector experts.

PR is the proactive management of everything you say and everything you do, in order to positively impact the way you’re perceived by your target audience. This ‘Third party, high value coverage’ provides awareness, recognition, and accolades in those media channels which you don’t own. These third-party endorsements are from highly respected and influential sources and provide credibility and authority for your brand.

Media endorsement in b2b is the equivalent of celebrity endorsement in b2c 

Filling your sales funnel

As a marketeer, it’s your job to attract and nurture potential customers, meaning you need to generate brand awareness amongst your target audience, and nurture them until they are ready to consider purchasing your goods and services. The key principles of any good PR strategy are to make you visible, valued and understood; delivered as part of a comprehensive communication strategy to drive consistency and impact. The outcome of that activity should provide you with a densely populated top of funnel. This is how PR benefits your business and increases the impact of your marketing.

public relations helps fils your sale funnel
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A brand with authority and influence

An effective PR programme should be designed to ensure that you are regularly interviewed by respected editors, achieving recognition in influential third-party media, and being invited to contribute insight to authoritative industry reports.  By becoming an integral and respected part of the fabric of your industry, you influence the shape and direction of discussions, while acquiring authority and influence – which will ultimately attract better-quality prospects into your funnel. This structure, discipline and proactivity is what you pay for when you outsource your PR to experts.

 

public relations is shines a light on your brand

A visible and dynamic force in your industry

Being visible means you are findable and accessible, and that you have a high media profile in the right industry titles, so that your target audience is exposed to you, whether that’s actively or passively. High visibility means regular and diverse formats, i.e. a given story or opinion is ‘sweated’ so that every ounce of potential opportunity is squeezed from it.  ‘Sweating’ your stories means that once it’s appeared in the press, it can then be re-formatted and presented in multiple forms and pushed out through paid and owned channels – ensuring your asset has been fully optimised.  The impact of this is that you command a greater and more influential share of voice – pushing your competitors into the shadows.

 

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Articulating a clear competitive advantage

Being valued means putting your customer at the heart of everything you say and do, in order to engage with them in a way that is both relevant and persuasive.  It’s not possible to be valued if you’re irrelevant to a person’s wants or needs.  To engage and achieve desirability, you need to develop a compelling messaging strategy as part of your communication plan and weave that into everything you create. If you approach your PR in this way, you will have a golden thread of narrative that ensures you are both clearly differentiated from, and superior to, any of your competitors claims.

Many clients operate in unique and complex markets, especially industries such as engineering, science, and technology.   The PR expertise required in these industries is in translating their complex solutions and achievements into interesting and engaging articles and news, so that their target audiences can understand your proposition, align with your brand and applaud your achievements.

Engineers, scientists, and technologists deliver our quality of life, keep us safe and will one day save the world – there is a real pleasure in translating their achievements to ensure they are fully understood.

At ec-pr we are passionate about b2b communication. We believe your work is amazing and we want to help you tell the world how extraordinary it is. Get in touch.

Join our #B2BPR tribe:

If you’ve found this article valuable, you can get more useful insight here:

Download our essential guide: Your 8-step Communication Strategy

READ this Tech PR case study: How 2i found its voice – 18 Benefits from a communication strategy

watch our video: how to identify your target audience”

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How to become a thought leader

Thought Leadership in STEM industries is essential as a way of driving innovation, producing exciting solutions and sharing new ideas...

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How to justify the business cost of B2B PR

How to justify the business cost of B2B PR

How to justify the business cost of B2B PR

Building a pipeline of potential and future customers (opportunities).

How do prospects get to know, like and trust you – it’s through brand building and brand awareness. This is the job of public relations. Getting people into your funnel and keeping them warm, until they are ready to purchase from you. Fill your funnel and proactively manage your reputation, then when they are ready to purchase, they will be more likely to buy from you.

If you’ve ever been asked to justify the business cost of public relations, how it impacts the bottom line of your business, or whether PR helps drive company sales, then this blog should help you respond.

PR contributes to your entire sales funnel

Because PR is concerned with building relationships and creating trust, a comprehensive PR strategy not only creates new leads for your business, but also moves potential customers through your entire sales funnel; engaging and nurturing until they eventually become paying customers.

Your PR will be informed by your communication strategy which will detail the key messages for each stage of your customer’s buying cycle. Your public relations partner will deliver narrative that aligns with, and promotes these key messages in the media, while delivering the added benefit of independent third-party endorsement. This helps your audience to travel through each stage of the buying cycle, gradually moving down your funnel and generating a solid pipeline of future customers for your business.

 

“Proactively managing your top of funnel brand awareness and your middle-funnel engagement, means that you’re directly and positively influencing the number of sales and conversions for your business.”

Investing in PR grows brand awareness

PR generates brand awareness

PR is well-known for creating awareness for a business and is often simply viewed as a ‘top-of-funnel’ tool, but PR, especially B2B PR, is much more valuable than that. PR builds your brand and shapes the perception of your brand within your industry. A well written and well-placed piece of content, such as some editorial or thought leadership, helps increase awareness of your business amongst your target audience – but there’s a lot of PR work to do before a potential customer is anywhere close to making a purchase from you.

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DOWNLOAD: Your 8-step communication strategy

PR engages and persuades

No-one would buy your products or services if they didn’t like you, have trust in you or believe what you say. Research suggests that a typical conversion requires at least 7 – 10 prior interactions with a brand, meaning your leads need to be nurtured in order to become familiar with you. Engaging, nurturing and persuading requires a strategic and holistic (not a scatter gun) public relations approach, allowing you to inform, educate and persuade them. All of which encourages and nudges them down your funnel, leading them closer to a purchase.

pr grows your sales funnel business high rise

 

“PR provides you with independent validation; you cannot put a value on third party endorsement in terms of credibility.”

 

PR converts leads into customers

Nothing beats the credibility of a third-party endorsement for your business, and reliable, third party coverage is critical in the decision-making process of your potential customers. Authoritative and insightful PR content, delivered by credible experts, helps build trust and moves your leads further down your funnel, providing a higher likelihood of them converting into a customer.

By implementing a solid PR comms strategy, you’re actively taking responsibility for increasing those business leads and encouraging them through the various stages of consideration and purchase.  The conversion of more leads into customers ultimately impacts the bottom line of your business, proving that PR does indeed increase sales in a definite, if indirect, way.

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DOWNLOAD: How much does PR cost (Tech PR Packages)

At ec-pr we are passionate about b2b communication. We believe your work is amazing and we want to help you tell the world how extraordinary it is. Get in touch.

Join our #B2BPR tribe:

If you’ve found this article valuable, you can get more useful insight here:

Download our ultimate guide: How to write a B2B press release

READ this Tech PR case study: How 2i found its voice – 18 Benefits from a communication strategy

watch our video: how to identify your target audience”

EC-PR Packages - B2B PR Pricing Guide - front cover

How much does PR cost?

Our transparent guide to B2B PR pricing for tech brands.

Download

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Stay up to date with the latest insights, case studies, and PR guides.

the ultimate guideto writing a press release front cover

The ultimate guide to writing a B2B press release

Our expert B2B PR guide with 9 steps to creating a press release that editors want to publish.

Download

The Impact of a Communication Strategy – Tech PR Case Study

The Impact of a Communication Strategy – Tech PR Case Study

How 2i found its voice - the impact of a communication strategy

2i Testing: Digital Quality Assurance & Software
Dave Kelly 2i Testing

“If you had told me, at the start of this journey, that a business like ours, operating in our space, could have a USP I would never have believed you.  I would not have thought it was possible. But we do and we have, we stand out for all the right reasons.  That’s remarkable.”

Dave Kelly

Managing Director, 2i

BACKGROUND

2i is a successful assurance and testing business enabling large organisations such as Aberdeen Standard, Virgin Money and the Scottish Government, to successfully manage their digital transformation journeys through the provision of expert delivery knowledge.  This provision of expertise came in the form of either consultancy projects or people services – heavily weighted towards people services.

2i testing logo

Challenge

Dave knew that 2i delivered really high quality service, but not enough client organisations in the market place were aware of the brand and it had no way of truly differentiating itself. He was already working to re-balance the business and build on its exceptional consultancy capability, however Dave was aware that the 2i brand needed to be clearly positioned both internally and externally to successfully achieve this goal. Dave recognised that a communication strategy could play a pivotal role in helping the brand to reveal its best version of itself and stop being a well-kept secret.

18 Benefits of a
communication strategy

Three months after assurance and testing business 2i formally launched its communication strategy, we asked Managing Director, Dave Kelly, what impact it’s had on business.

  1. We have won new business
  2. Our tenders are more persuasive
  3. Prospects are more interested in what we have to say
  4. Starting conversations is easier and we get to the issue quicker
  5. We are clearly differentiated from our competitors
  6. Our Leadership is more clearly aligned
  7. Our people are more engaged with the business and understand where they fit
  8. We are more consistent in the way we all talk about 2i
  9. We know exactly who we should be targeting saving time and resources
  10. We know what we should be saying to secure interest
  1. We feel we are now presenting the best version of 2i to the wider world
  2. There is less ambiguity in our communication internally and externally
  3. It has made recruiting quality people less challenging
  4. Our external communications are better aligned
  5. Our LinkedIn activity is more focused
  6. We are more visible, valued & understood in our marketplace
  7. Our engagement with clients to give them the focus they deserve has been accelerated
  8. The assets we are building are future-proofed

Dave Kelly

SOLUTION

Through the facilitation of its Messaging Lab workshops and in-depth engagement with the senior leadership team, EC-PR developed a communication strategy which included six key components: the value proposition; bespoke delivery model, industry prioritisation; target personas; positioning statements and messaging. This strategy now forms the backbone, to inform and guide all business development and marketing communications moving forward.

To ensure the communication strategy is aligned with customers’ perceptions, EC-PR also conducted validation research amongst trusted 2i customers. EC-PR helped the 2i team to evaluate its brand assets to determine what materials needed to be created or updated to communicate the messaging for each stage of the four stages of the buying cycle. EC-PR also facilitated a creative pitch to secure a branding agency. 2i then took the branding project on to the next stage – specification, appointment, and project management while EC-PR wrote all the brand assets. 

“You have offered us enormous value in getting us to this stage. When I think back to the lack of focus and structure that our message had originally to where we are today, for both our clients and our staff, it’s been a game changer for us and massive thanks to you for that.

The delivery model, AssureRMF, has undoubtedly been the pivotal development. If you had told me, at the start of this journey, that a business like ours, operating in our space, could have a USP I would never have believed you.  I would not have thought it was possible. But we do and we have, we stand out for all the right reasons. That’s remarkable.”

Dave Kelly

Marketing Director, 2i

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8 simple steps to an effective B2B communication strategy for 2021

8 simple steps to an effective B2B communication strategy for 2021

8 simple steps to an effective B2B communication strategy for 2021

Your communication strategy defines how you’re going to deliver your business plan from a marcomms perspective. It defines what you’re going to say, to whom and when you’re going to say it and – importantly – it’s supported by robust evidence.

So why do you need a B2B communication Strategy?

If you want to increase your brand awareness, strengthen your competitive position, command share of voice and accelerate sales – you need a communication strategy.

A communication strategy forms the foundation of every marketing, branding or public relations brief – without which, you’re likely to be wielding a blunt instrument and wasting a fair amount of money.

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READ MORE: Why your business needs a communication strategy

What are the key components of a Communication Strategy?

All five elements of the communication strategy are of equal importance and are reliant upon each other to be effective.

  1. Value proposition
  2. Sector priorities
  3. Target personas
  4. Positioning statements
  5. Messaging (for each stage of the buying cycle)

If one or more of the elements is poorly developed, you will not have a workable strategy!

So, what are the 8 essential steps to creating a business communication strategy?

There’s a lot that goes into developing a communication strategy. This section will walk you through the detailed process of producing a communication strategy for your technology business.

8 Step Communication Strategy ec-pr
1. Form The Dream Team
2. Objective Setting
3. Value Proposition
4. Prioritise Your Audience
5. Target Audience
6. Positioning Statement
7. Messaging
8. Validation

1. Form ‘The dream team’:

First and foremost, recruit your expert task force from across the business. Ensure you get the right people on board, so that your communication strategy will have the insight, expertise and gravitas that it needs. Your project will also require a board level champion.

Coin illustrating objective setting2. Objective setting:

Document your sales lead requirements and determine what success will look like. What should marketing deliver for the company to achieve its strategic goals? Whatever your objectives are, they must be SMART and there should be a communication objective against each business objective.

For example: such as: To generate #X qualified leads for bespoke vessel design from shipyards servicing the renewables industry.

3. Value proposition:

Spend time articulating your value proposition and purpose. Your value proposition is a simple statement to summarise your promise to your customers. It encapsulates the benefits of buying from you, rather than your competitors and should capture why you exist and why your customers should care. Once crafted, it should guide everything the company says, does and develops, keeping your communications focused and relevant.

4. Prioritise your audience:

Identify your low hanging fruit and prioritise! Unless you have an infinite supply of resources (mainly money and time), you will need to prioritise. Identifying your target audience’s sweet spot is the most effective way of identifying your low hanging fruit. Look for overlapping common characteristics – this is your ‘sweet spot’, or your low hanging fruit.

5. Target personas:

Craft your target personas and give them a name. A target persona is a representation of your ideal customer. They’re not real people, but they should be brought to life as much as possible. The sweet spot exercise should have helped to shine a light on who you should be targeting and why. The next step is to put some flesh on the bones of these decision makers.

It’s likely that you’ll start with more personas than you end up with, but this is normal. Three or four are likely to be the number of personas to focus on, to help you deliver on the commercial sales requirement detailed above. Remember, focus equals funds.

Superhero figure illustrating positioning statement6. Positioning statements:

Craft and tailor a positioning statement for each persona you end up with. A positioning statement is a subset of your value proposition but speaks directly to the heart of your individual personas. It defines the target audience, your product and category, a specific benefit and, most importantly, it differentiates you from your nearest competitor.

7. Messaging:

Develop messaging for each stage of the buying cycle.

The four key stages of the buying cycle (or customer journey) are well documented, with the most common being represented in the acronym AIDA (Awareness, Interest, Desire and Action). It’s imperative that your messaging considers your customers’ journey through these stages, and is specific, relevant and compelling – to tailor to each stage of that journey. The first two stages build trust, whilst the latter two account for the customer’s consideration and desire. These four key stages of messaging need to work in harmony to inspire interest and help convert prospects into customers.

Comm strategy validation8. Validation:

Validate your assumptions amongst your trusted customers and advisors.
Share your first draft of your communication strategy with a small group of trusted customers, to get their input – ensuring there’s a good mix of your different personas included. You’re not seeking to present it in its entirety for their ‘agreement’, it’s more of an opportunity to validate any assumptions you’ve made. Use their feedback to refine and create your final communication strategy.

Once you have your complete communication strategy, written and approved, all that’s left is for you to implement it! Review your existing brand assets, ensure every message is current and accessible to your target audience, and then start planning your campaigns.

Join our #B2BPR tribe:

If you’ve found this article valuable, you can get more useful insight here:

Download our comprehsive guide: Your 8 Step Communication Strategy

Watch Why you need a communication strategy video and discover how it can empower your team

Read our Concirrus Quest for Success case study to see how a Communication Strategy can have radical results

At ec-pr we are passionate about b2b communication. We believe your work is amazing and we want to help you tell the world how extraordinary it is.

Your 8-Step Communication Strategy

8-Step Communication strategy guide

A comprehensive guide to delivering your business goals using intelligent and relevant messaging.

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