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.


What makes a communication strategy successful?

What makes a communication strategy successful?

What makes a communication strategy successful?

To make a communication strategy successful, it must be both effective and engaging.

In order to be effective, your communication strategy must be well structured, logical, and concise. There are five key elements that provide your communication strategy with structure and will ensure it is logic and focussed.

To be engaging, your communication strategy needs to help your people to do their job, and achieve their objectives, more easily – giving them a sense of ownership and achievement, in equal measure.

Why does a communications strategy need to be successful?

A communication strategy needs to be successful because it is the plan by which you will achieve your potential.  Rooted in fact, guided by experience, and designed to inspire your internal stakeholders and engage you external audiences.

How to structure a communication strategy correctly

There are five essential components in a communication strategy that provide a winning structure.  These are set within the context of your commercial, or business, goals. These five elements are:

 the value proposition

This articulates why you exist, and embraces your customer-promise i.e. at what you strive to excel.

2 sector prioritisation

This is where you identify your low-hanging fruit.  These are your quick and easy (easier) wins because of a good fit.

target personas

By being clear about who your decision-makers are and what pain points or aspirations you want to help them will enable you to develop compelling messaging and achieve laser-accurate targeting.

positioning statements

Your positioning statements clarify why a given decision-maker should want to select your brand over any alternative.

5 messaging, for each stage of the buying cycle

Each stage of the buying cycle requires attention – from wooing to winning, each phase requires a tailored approach.

For your communication strategy to be successful, you cannot skip or short-change any of the five elements – they must be given attention and respect.

Each element should be developed in sequence starting with the value proposition. This is because the elements inform each other and co-exist enabling a compelling narrative to be created. If you are not clear on why you exist and what your point of difference is, the customer certainly won’t! If you don’t know where your low-hanging fruit are (sector prioritisation) how can you prioritise resources to address it, and if you don’t know who you are targeting, how can you create messaging that will inspire them to act or think differently in relation to your product or service.

A communication strategy should be concise. If something is brief, it is memorable. If it’s vague or filled with adjectives and long sentences – it will confuse rather than direct. Strategy is, after all, a roadmap for which you need clear, specific, and actionable directions.

successful communication strategy

What makes a communication strategy inspiring

A marketing communication strategy will only successfully inspire change if your people see its relevance to the role for which they are responsible or the role to which they aspire. Creating a clearly defined, company-wide, mission (value proposition) gives people the opportunity to buy into something special from which they can get a sense of community and status. Providing focus will give staff context to their activities and in turn, will be better able to see the value of their contribution – the more momentum, the better.

It is worth taking the time to consider each part of the communication strategy with different groups of internal stakeholders. Explain to them the purpose of each element and ask them to reflect on how this makes them feel and why. Listen to their answers and consider any resistance. Then ask them what the content and ideas within the communication strategy means to them both as individuals and as ambassadors for the business.

Remember the legendary NASA story:

“In 1962, President John F. Kennedy visited NASA for the first time. During his tour of the facility, he met a janitor who was carrying a broom down the hallway. The President then casually asked the janitor what he did for NASA, and the janitor replied, “I’m helping put a man on the moon.” He kept the building clean so that the scientists, engineers, and astronauts could focus on their mission of putting “man on the moon”. They did not have to worry about spending their time on trashcans, bathrooms, or hallways. He did that for them. He saw where his contribution fit in the organization. He connected his purpose with theirs.”

A successful communication strategy will be rooted in fact

It goes without saying, the reason you recruit the most informed experts within your business to help create the communication strategy is to root it in knowledge and expertise.  Expert insight drawn from your best and brightest in operations, sales, product development and customer service are critical to ensuring the robustness of your communication strategy.

The last and most precious piece of insight incorporated into your communication strategy should be gleaned though a customer validation exercise. Where your trusted advisors, and customers, are asked for their perceptions of your brand, service, performance, and marketing.  Not only can this feedback be used to fine tune the communication strategy, but it will also provide you with reassurance of the accuracy and focus of your plan before moving into the activation phase.

what makes a successful communication strategy

How do I write a communication strategy?

In our experience, you cannot write a communication strategy alone. It is a collaborative and iterative exercise. Each of the five elements need to be addressed, reviewed, drafted, and re-drafted until your elements are concise, robust, credible, and compelling.

Concise

People remember short punchy phrases not waffly paragraphs, so try and reduce the number of words with each iteration, without losing the sense of what is being stated.

Robust

Challenge your statements so that you have a coherent argument for naysayers further down the line. Remember ‘I know’ always trumps ‘I think’.

Credible

This is strategy not a fairy tale, so every claim must be underpinned with tangible evidence.

4 Compelling

Your communication strategy should excite and inspire your internal and external audiences.

For help developing a compelling communication strategy, reach out to our specialists today. Or download our simple 8-step communication strategy guide here.

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AzteQ – IT Services PR Case Study

AzteQ – IT Services PR Case Study

AzteQ - Pedal to the metal

How EC-PR helped AzteQ achieve focus with a communication strategy that has resulted in better client relationships and winning more business.

Context

When EC-PR approached AzteQ in 2019, it was operating as three separate technology businesses, comprising a managed services element, user adoption specialist and an ICT support provider. The three companies had been merged just before the outbreak of COVID-19, in the firm belief that together the company had a powerful, yet still undefined, market offering.

Challenge

Operating in the highly competitive technology market, the newly formed company lacked a clearly articulated value proposition – a compelling reason to choose the AzteQ brand – and as a result, the brand lacked purpose and visibility. The natural desire to chase all available sales opportunities meant the business needed focus regarding who it should proactively target, and messaging was poorly defined and inconsistent. Nevertheless, the business benefited from visionary leadership, in-depth senior expertise and a resolute commitment to doubling the size of the business over the next two years.  AzteQ is a small business and any investments, internal or external, must work hard and deliver outcomes which drive business growth.

Approach

EC-PR facilitated two Messaging Lab workshops, the output of which was the communication strategy, which comprises five key elements: the value proposition;  industry prioritisation; target personas; positioning statements and messaging.

In addition and to evidence the company’s commitment to its customer-first approach, EC-PR helped the company to document its unique approach to client solutions in a clearly defined, and therefore repeatable, step-by-step, method statement. The result of this collaboration is AzteQ CUBe, the user-first framework for digital transformation strategy.

EC-PR interviewed a cross section of AzteQ customers to obtain feedback to shape the business’ priorities and refine the communication strategy.  The final version of which was used to brief both the branding agency and web designer so that all the marketing assets, including the website, are aligned moving forward.

Separately, in preparation for the PR delivery stage, a Media Lens competitive benchmarking process was undertaken to identify the topics on which an AzteQ editorial narrative could be developed.

OUTCOME

The Communication Strategy has provided clarity and unity of purpose, across both the leadership team and the entire business.  After just a few months AzteQ has emerged with a strong value proposition, new brand identity and clear, compelling messaging with which to approach the marketplace. It is winning business, having more interesting conversations and its already motivated workforce is now focused, engaged and turbo-charged!

Its unique delivery model, AzteQ CUBe, has received excellent feedback from employees and customers. The step-by-step guide, “Building a User-first Technology Framework”, has been well received by AzteQ’s integrators and resellers, giving rise to powerful, new alliances.

AzteQ CUBe logo

“AzteQ has seen an incredible transformation, with return on our investment in EC-PR within months, particularly in building more depth of business with our current clients. From the messaging labs to the launch event, EC-PR has taken success way beyond what I thought possible.”

Pip Thomas

Customer Experience Director, AzteQ

Results

AzteQ identified the following business benefits because of the work with EC-PR:

  1. Our tenders are more comprehensive, targeted and relevant
  2. Prospects are more interested in what we have to say
  3. Starting conversations is easier and we get to the issue quicker
  4. We are clearly differentiated from our competitors
  5. Our leadership is aligned
  6. Our people are more engaged with the business and understand where they fit
  7. We are more consistent in the way we all talk about AzteQ
  1. We know exactly who we should be targeting saving time and resources
  2. We know what we should be saying to secure interest
  3. We feel we are now presenting the best version of AzteQ to the wider world
  4. There is less ambiguity in our communication internally and externally
  5. We are more visible, valued & understood in our marketplace
  6. We understand what is required by our customers is a speedy process
  7. The assets we are building are future-proofed
technology pr

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EC-PR is a B2B PR agency specialising in Technology PR and STEM industries. Read more about our Tech PR offering here.

 

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The definitive guide to writing a positioning statement

The definitive guide to writing a positioning statement

The definitive guide to writing a positioning statement

What is a positioning statement?

A positioning statement articulates why your product or service is more desirable to your target customer than the nearest competitive alternative. It is one of the essential components of your communication strategy.  A positioning statement should define the addressable target audience, the product and its category, a single specific benefit and how it is differentiable from the nearest competitive alternative.

A positioning statement is a subset of the value proposition which speaks directly to the heart of the individual target persona.

A positioning statement is part of your communication strategy and as such is designed exclusively for an internal audience.  It should be used to inform and guide the creation of content to support your sales and marketing campaigns and tactics.

How many positioning statements should your company have?

The number of positioning statements your company has will directly reflect the number of product and services it is proactively selling. However, having a single, well-structured, and properly evidenced positioning statement for your lead product or service is preferable to multiple woolly statements!  The fact is that the greater the clarity, the stronger the pulling power. 

focus and perspective circular stairwell

What are the five elements of a positioning statement?

There should always be five key elements in your positioning statement serving to guide and focus your communication. The five elements are:
1 The target persona

This is a specific detailed description of your target prospect.  They may be a decision maker or an influencer.  We would always recommend starting with the decision maker.  For example, at EC-PR we have a Committed Col (Colleen or Colin) who is the CMO of an ambitious tech scale up.

2 Your product or service

Determine what it is you are selling to them.  For instance, we might be selling Committed Col a communication strategy programme or a Flare media training session. As a result, the messaging around each would be different because the challenge the target persona is trying to solve is different.

3 Business category

Define what type of business you are – clarity around this helps you to be efficient.  For example, EC-PR is in the B2B PR category, and we talk about B2B PR issues – this specificity ensures that B2B brands listen while consumer brands navigate away from us.

4 Key customer benefit

Each product or service you offer should be oriented towards a single compelling benefit that you deliver and work to continue improving upon. For example, everything we have ever developed as a business has been designed to deliver the CMO with certainty of PR delivery – for which we have compelling case study evidence and testimonials.

5 Nearest competitive alternative

Who do your customers consider you are competing against and how are you different from them?

A positioning statement template

You can use our positioning template below, by replacing the bold pink text in brackets, to create your own positioning statement.

You should complete one of these for each product or service you are selling to each target persona.

To [your target persona’s name], [your product/service name] is the only [category] that delivers [key customer benefit] unlike [nearest competitive alternative].

A positioning statement is clear, concise, and compelling.  It is not an advertising slogan, an email sign off, a strategy or something to be used verbatim to any external audience. 

A template keeps things simple and easy to remember and this important as Marketing expert Mark Ritson explains so eloquently.

“The foremost key to success in branding is to create a tight positioning statement. A positioning that captures the essence of the offering in a way that is accessible to all members of the organisation and appeals to consumers.”

– Mark Ritson

What role does a positioning statement play in B2B Public Relations (PR)?

An incisive positioning statement empowers an effective B2B PR campaign.  A clear understanding of who you are seeking to communicate with will ensure the media channels and format are selected appropriately.  This will make your brand more visible.

Specificity around the product and category will ensure relevant keywords can be played back into all your written material such as press releases, guest blogs and features enhancing your SEO activities.  All of which will enhance your findability.

Focusing on one single specific benefit is more attractive and compelling than a mish mash of ‘we do whatever you want’ type of communication.  A single compelling benefit provides clear direction for inspiration against which creativity can flourish.

Demonstrating how you are different from the nearest competitor helps you to catch the attention of your prospect and to be remembered.  It’s hard to remember the brand which launches just another flavour of vanilla.

How do you use a positioning statement?

You use your positioning statement to inform and guide your business communications; sales collateral, brief marketing agencies and professional partners and, to guide you when crafting speeches and thought leadership strategies.

What is the difference between a positioning statement and a value proposition?

The difference between a positioning statement and a value proposition is clearly explained by, marketing expert thought leader, J Michael Gospe:

“Value propositions are broad in nature and are a direct output of a company’s business strategy. They reflect your brand promise along with all the primary benefits offered to multiple market segments and the price the customer pays for those benefits. Value propositions refer to the “big picture.” Product marketers are usually responsible for developing the value proposition.

“Positioning statements, on the other hand, are a subset of the value proposition. Positioning statements are used in marketing communications programs and activities. The positioning statement includes the target audience (persona), product name, category, benefit, and competitive differentiation. Price is not a component of the positioning statement. Most importantly, positioning statements represent a plea for single-mindedness when it comes to executing specific marketing messages aimed at very specific audiences. While the value proposition reflects the wider range of primary benefits offered, the positioning statement points a laser beam at only the most relevant benefit and points of competitive differentiation that are meaningful to the persona. Positioning statements are usually developed by product marketers with input from corporate marketers.

“A single value proposition may be comprised by multiple positioning statements. They are both tools used by marketing teams to focus their campaigns, programs, and activities. However, neither provide the exact wording that will be used in any customer messaging.

positioning statement creates competitive advantage

What is the value of a positioning statement to business?  

The value of a positioning statement to your business cannot be over emphasised.  It provides clarity, competitive differentiation, and competitive advantage.

Executed well, the impact of a communication strategy can be considerable. It can shorten the sales cycle, attract more customers and, as part of a communication strategy, can provide you with a road map of how you can achieve your business plan.

To start forming your communication strategy, reach out to our specialists today. And if you found this article valuable download the 8-step communication strategy guide here.

Or, if you’d just like to stay in touch – sign up  to receive regular insights on how to make your PR work harder.

Your 8-Step Communication Strategy

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What makes a good communication strategy?

What makes a good communication strategy?

What makes a good communication strategy?

Consideration of what makes a good communication strategy should follow once you have acquired a clear understanding of why your business needs a communication strategy. If any doubt remains,  our clients can attest to the remarkable impact a communication strategy has had on their business.

In essence, a good comms strategy will save you time and money whilst accelerating brand awareness and driving engagement to support lead generation and new business. The keyword being ‘good’; but what makes a good comms strategy? What elements should your strategy contain to ensure it is successful?

Read on to find out.

A good communication strategy delivers clarity

When done well, a communication strategy delivers clarity on who you are as an organisation, what you’re going to say, who you’re going to say it to, when you’re going to say it, and importantly, why you’re going to say it. It creates the opportunity for organisations to marry their vision and their ‘why’ with the challenges their customers face. This then ensures that, to their customers, they are always seen as relevant, trustworthy experts who understand the market and can solve these problems for them.

good communication strategy delivers cohesive vision

It will deliver a cohesive vision

A good communication strategy will also deliver a cohesive vision to your team and business leaders by providing a clear understanding of your business’ identity, and a thorough plan as to how, when, and why you’re going to communicate. In 13 questions executives can use to assess their own communications plans, Mason Burchette from Best Buy Metals emphasises this, saying:

“Based on your current communications plan, what do people think you do and who do they think you are? If you can’t objectively answer these questions by looking at your communications plan, then you should refine the plan until you’re able to.”

It’s important to keep in mind that a communication strategy is ultimately there to help deliver your business strategy. It should be formulated based on the objectives of the business and should evolve as the needs of the business continue to develop. Highlighting this, Niki Hall, Contentsquare, said:

“To stay on course and ensure that the energy put in will add value, executives and their teams need to continually do gut-checks to confirm that communication activities support a big-picture goal, narrative or mission.”

– Niki Hall

A good communication strategy is practical

Practicality is key to a good comms strategy – you should be able to use your strategy as a guide when creating content, engaging in PR activities, and even when communicating internally.
We have our own set of questions you should ask when assessing your communication strategy:
What are you going to say to your audience?
Why should your audience listen?
What channels should you use?
What do you need to do today?
What makes your brand unique?
Who are you going to engage with?
How will you deliver your business plan?
If you can’t answer any of those questions you need to revisit some critical areas of your strategy.

“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

Defining what made them unique was one of the key reasons our client 2i found success with their communication strategy. Finding their voice and their USP enabled them to win new business, find consistency in how they communicate, and much more.

focus and vision to create the right content

The strategy should address five essential elements

To implement a good communication strategy, you need to ensure you cover some key areas. Each of these elements informs each other and are of equal importance so you must cover each part when writing your strategy: 

1 Value proposition

Your value proposition should make clear why customers should buy from you and not your competitors. What are the benefits of buying from you, why are you here and why should your customers care?

2 Sector priorities

Establishing sector priorities enables you to identify commonalities in your target audience – areas that overlap can be brought together saving you money and resources.

3 Target personas

Bring your ideal customer to life by creating target personas – a great way to visualise who you’re selling to, understand their needs and pain points, and why they would be interested in engaging with you.

4 Positioning statements

Following on from target personas you should develop positioning statements for each ideal customer. This should be a message that defines what you are offering and how you’re different, but it needs to be communicated in a way that specifically appeals to each persona.

5 Messaging development

The final critical element of your communication strategy should be messaging development. Brand messages should be crafted for each stage of the buying cycle – awareness, interest, preference, and action.

A good communication strategy is clear, actionable, and inspiring.

To start forming your communication strategy, reach out to our specialists today. And if you found this article valuable, read our complete guide to writing a communication strategy or download the 8-step communication strategy guide here.

Or, if you’d just like to stay in touch – sign up  to receive regular insights on how to make your PR work harder.

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Communication Strategy - The questions it answers

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Six reasons why you need a communication strategy

Six reasons why you need a communication strategy

Six reasons why you need a communication strategy

Marketing plays an integral role in the business’s growth, but without a clear communication strategy, money is being wasted and it’s impossible to be consistent and efficient.

Without a communication strategy, CMO’s are expected to deliver whilst working in a vacuum, whereas in our experience, CMO’s with a communication strategy can lead the business with greater confidence and authority.

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1.    Enables you to lead your business

As a CMO you need a comms strategy because it will make your job easier and more rewarding, it will also help you to lead the business and perform your duties at a higher level altogether.

The nature of being responsible for a company’s marketing means you must respond to multiple demands from the business. This can lead to a kind of tactical myopia. Your colleagues in sales will demand qualified leads – and rightly so – but if you haven’t got a mutually agreed understanding of your target sector priorities and a tight definition of your target personas, then the likelihood for disagreement or disappointment is almost inevitable.

 

2.    Provides focus and efficiency

Low hanging fruitA well-formed comms strategy keeps you both focussed and aligned. It ensures you are more efficient, by focussing your time and money on the strategic priorities. The natural optimism, energy and opportunism characteristic of salespeople means that they can be distracted by whoever or whatever appears to be a quick win. That’s not to say low-hanging fruit shouldn’t be picked if it falls outside the specified target – but it must be recognised for what it is and should not distract everyone from the wider strategic intent.

A comms strategy provides a yardstick by which every effort and initiative can be assessed for efficacy. Everyone needs to understand when the pursuit of low hanging fruit has turned into an unhelpful distraction and drain on resources. If you own a comms plan, this will be as clear as the nose on your face.

 

3.    Results in more effective messaging

Your audience is ...article quoteYour target audience will rarely comprise a disciplined cohort equipped with all the information they need to select your products and services. Your audience is most likely made up of broad groups of people, with similar sets of responsibilities, who are at different stages of the buying cycle. They are probably ill-informed, confused and/or insecure in their knowledge or options. Creating typical, representative personas helps to focus attention and effort. Furthermore, understanding that your target persona will be at different stages of the buying cycle enables you to develop messaging which talks to their individual information needs, while addressing their fears, motivations and irritations. This approach, which respects your target audiences’ differences, will be more persuasive because you are telling them things that matter to them in a way that helps them to move along their buying journey.

4.    It forearms you

Your comms strategy captures your sales needs, sector priorities, personas, positioning and messaging. It provides you, and your extended team and colleagues, with many of the essential tools you need to enable you to deliver your business objectives. I’m a great believer in active decision-making. The process of formulating your comms strategy will enable you to identify knowledge gaps. Then, you can decide whether you need to secure the missing information or not.  It’s important to recognise and understand the implications of your action or inaction so that outcomes don’t come as a surprise – forewarned is forearmed.

 

5.    Brings clarity of purpose

a communications strategy quoteWhatever your objectives and whatever your requirements, a communication strategy just makes the process of getting there more efficient, more effective and the journey so much more rewarding. Having clarity of purpose also allows you to lead the business, fend off unnecessary or irrelevant requests and direct your resources with intent.

 

6.    Enables effective PR

So, where does PR fit into all of this and why am I writing this article? My view is that the most effective type of PR is PR that is fully integrated; it is wrapped around the marketing activity to create impact and effect. The most effective type of PR follows a clearly defined plan, speaking to people about the things they care about in a tone that engages and persuades. We can only do this properly if there is a clearly defined comms strategy… and so, we arrive full circle.

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

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How much does a PR campaign cost?

How much does a PR campaign cost?

How much does a PR campaign cost?

This week we’re talking about PR campaign costs, expensive violin strings, and how much of your budget you should think about investing in a PR campaign.

How much does a PR campaign cost?

This is a question many have asked and will continue to ponder, but nobody will ever be able to answer succinctly.

The reason? There are too many variables.

We tried to refrain from using the classic idiom ‘how long is a piece of string’, but this really is a situation where you could spend £1000 or £100k, and anything in between.

When we asked our Managing Director, Lorraine Emmett, if it was fair to compare string and PR campaign costs, she agreed:

“It is very much like a piece of string. You can get all types of string. You can pick it up free second hand at an allotment or pay $20m at auction for a Duport Stradivarius violin string.”

This may not appear to be helpful advice at first, but Lorraine further explained that people will always want to know an overall basic cost and will continue to ask how much a PR campaign will cost.

The key for people asking this question is to consider what they want to use their string for, how important it is, and how much of their budget they are willing to invest in the string to meet their needs.

b2b pr campaign planning leads to business growth upwards arrow
Z

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How much should I spend on PR campaigns? 

Whether you are considering running a PR campaign in-house or looking for a PR agency to help, asking how much you should spend on PR campaigns is the wrong question to be asking.

Ask yourself, what could effective PR do for my business? What problems could it solve? How could it help me achieve my key business objectives?

To help answer these questions, why not look at what your competitors are doing. Are any of them doing PR? Are they successful?

Once you understand what you want to achieve with a PR campaign, the question shouldn’t be how much money to spend on it. Instead, look at your budget and work out how much of it you think would be worth investing.

 

“It is very much like a piece of string. You can get all types of string. You can pick it up free second hand at an allotment or pay $20m at auction for a Duport Stradivarius violin string.”

– Lorraine Emmett

PR agency costs

Hiring a PR agency to launch tactical and strategic PR campaigns doesn’t necessarily mean spending more on PR, or less for that matter. You could spend the same amount on an in-house campaign as you would with an agency. The decision comes down to putting your money where there is the most experience and expertise so that you’re more likely to see a return on your investment.

That’s why many business owners will turn to a PR agency, in some cases saving money as a PR agency will have set costs and establish a plan early on, including how the budget will be utilised.

You’re paying for experience, connections, and expertise when you hire a PR agency, but this also gives you a greater chance of launching successful PR campaigns. If in-house campaigns are having limited success, despite you spending a fair amount of your budget on them, external expertise may be what you need.

One area in-house teams (which realistically usually comes down to the marketing department) often neglect is the groundwork before PR delivery is attempted. When the communication strategy and campaign planning isn’t undertaken properly, a scattered or ad-hoc attempt at PR results – which is most likely to be ineffective.

b2b pr campaign planning leads to business growth upwards arrow

One EC-PR client that recognises the importance of this strategic groundwork and how an agency can add value is Dave Kelly, Managing Director at 2i after we developed a communication strategy for the business

 

“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.”

– Dave Kelly, Managing Director, 2i

 

This solid groundwork proved to be a valuable base from which 2i could then build their reputation and external communications.

Working with a PR agency gives you the choice when it comes to gaining expertise in specific areas – for example, your businesses may be equipped to develop your communication strategy and PR planning, but you need help with delivery. Others may be fine with delivery but struggle with the preparation work.

Investing money in an agency to pick up these problem areas for you makes more sense.

Many agencies will have a minimum threshold when it comes to the budget and will not accept clients with a budget they feel won’t deliver a good return.

At EC-PR, we have a modular package approach, designed to let you take as little or as much advantage of our expertise as needed.

Join our #B2BPR tribe:

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

Download our comprehensive guide: B2B PR Campaign Planning for indispensible templates, examples and tools.

Download our pricing guide: How Much Does PR Cost? for our transparent modular pricing.

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

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