Category: Articles

The power of a well-crafted story cannot be underestimated in the evolving landscape of B2B technology. It has the potential to move the needle, helping to not only position businesses and their stakeholders as thought leaders but also paving the way for visibility in prominent publications, enhancing brand awareness, and increasing reach.

However, for it to make a real difference, there needs to be a commitment to producing high-quality content, consistently distributed across owned and earned channels. For B2B tech companies, this is not just about filling in a content calendar or sending a quick tweet.

It’s about establishing authority, demonstrating expertise, and engaging in conversations that matter using audience-centric positioning and messaging.

Yet, a common challenge among marketing managers is finding the time to produce high-quality content on a regular basis and encouraging already pressed for time internal spokespeople and experts to contribute.

The result? A decline in both the quality and quantity of their content. This can impact everything from lead generation efforts to the positioning of the organisation and its key spokespeople.

While most marketing managers will have a well-thought out strategy to guide their efforts, it is the execution itself that can fall by the wayside amid time constraint. So, how can they overcome these challenges to regularly generate impactful content?

The journey from strategy to story

For B2B tech companies, the journey from strategy to story requires a deep dive into understanding the audience’s needs, pain points, and aspirations. The creation of a single-minded proposition – a brief but compelling articulation of what your business commits to doing for customers – alongside supporting messaging is also essential to define ahead of content creation. This messaging and understanding should then be woven into every piece of content, ensuring that each article, blog, social media post, whitepaper, and case study is not just seen but felt. It’s about creating content that speaks directly to the reader, addressing their concerns, and offering solutions, thereby fostering a connection that transcends the transactional.

With specialist content writers at the helm, the right PR agency can breathe life into B2B tech brands by crafting compelling narratives that consistently convey the overarching messaging and resonate with target audiences. Narratives that are both informative and inspiring.

Working with a specialist B2B tech agency offers several advantages:

►Ensures a steady stream of quality content

►Frees up internal resources to focus on other strategic initiatives

►Brings a fresh perspective to often complex technological topics, making them accessible and engaging for a broader audience

Most importantly, it aligns content creation with the overarching marketing strategy, ensuring that every story told is a step towards achieving business goals.

Narratives that captivate and convince

Ultimately, ensuring a steady stream of relevant, audience-centric content is critical for B2B tech companies aiming to stand out in a crowded marketplace. By working with specialist content writers, businesses can ensure that their narrative not only reaches but also resonates with their intended audience.

By taking this approach to regularly creating high quality content, shared on both owned and earned channels, B2B tech businesses can establish themselves and their stakeholders as experts in their field and gain coverage in top-tier publications to improve brand awareness.

In the end, it’s the stories we tell that define us, and in the world of B2B tech, these stories have the power to transform perceptions, drive engagement, and spearhead growth. From strategy to story, it’s time to unlock the full potential of your content and turn your vision into a narrative that captivates and convinces.

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Hook, Hampshire, 14 February 2024: Whiteoaks International, the performance-driven tech PR agency, has announced three strategic appointments to bolster its senior team amid its continued drive for growth and ethos of delivering meaningful impact through PR.  

Adam George, Finance Director, has joined the Whiteoaks board, where he will provide financial leadership to achieve short and long term business goals and help steer the company towards its ambitious growth targets. Having joined Whiteoaks as Head of Finance in 2019, George’s appointment is testament to the impact he has had on the business so far and to his nearly 20 years’ experience in finance roles. 

Hannah Buckley has been promoted to Head of Content and Service Development, where she will continue to focus on ensuring excellence across content delivery and the ongoing development of the practice, whilst also spearheading the evolution of the company’s service offering to ensure a competitive differentiator.  

Finally, Natalia Kaczmarek assumes the role of Digital Content Manager which will see her lead the development of strategic and impactful digital programmes as well as creating compelling digital content across the client base.  

The appointments follow the elevation of Hayley Goff to CEO in May 2023, marking a new era of leadership for the company, and underscoring Whiteoaks’ commitment to leadership excellence and outcome driven impact in PR.  

Hayley Goff, CEO, Whiteoaks, comments, “As an agency, we are dedicated to creating and delivering performance-led campaigns that deliver meaningful outcomes and tangible impact for clients. Our team of experts in media relations, design, social media and content creation are our greatest asset and ensure every PR programme is executed to the highest quality to achieve results.  

“With Adam, Hannah and Natalia stepping into their new roles, I am confident in our ability to navigate the exciting next phase of our growth journey.” 

In the dynamic landscape of B2B marketing, video content has become an integral component for engaging and connecting with target audiences. This year, it’s crucial for B2B marketers to stay ahead of the curve by understanding and incorporating the latest video trends. In this blog, we will explore four major video trends that are set to dominate B2B marketing strategies in 2024.

Video Trend #1: AI Revolutionises Editing and Audience Understanding

Artificial Intelligence (AI) is no longer a distant concept; it has firmly embedded itself in the fabric of video content creation. In 2024, B2B marketers are leveraging AI to automate editing tasks, resulting in more efficient workflows and higher-quality videos. AI algorithms are not only streamlining the editing process but are also being employed to understand audiences better.

Through the power of AI, marketers can analyse vast datasets to gain insights into audience preferences, behaviours, and engagement patterns. This leads to the creation of highly targeted and tailored content that resonates with specific B2B audiences. As AI continues to evolve, expect B2B marketers to capitalise on its capabilities to enhance the personalisation and effectiveness of their video content.

Video Trend #2: Short-Form Videos Take Centre Stage

The popularity of short-form video has skyrocketed in recent years, and this trend is set to continue dominating the B2B video landscape in 2024. Platforms like TikTok, Instagram Reels, and YouTube Shorts have proven the effectiveness of concise, engaging content. B2B marketers are recognising the value of brevity in capturing the attention of busy professionals.

Short-form videos offer a quick and impactful way to convey key messages, making them ideal for B2B marketing where time is often of the essence. Expect B2B brands to leverage these platforms and create visually compelling, short-form content that communicates their value propositions succinctly.

Video Trend #3: The Rise of Live Video in B2B

Live video has emerged as a powerful tool for B2B marketers to connect with their audiences in real-time. Webinars, live product demonstrations, and virtual events are becoming staples in B2B marketing strategies. In 2024, live video will continue to thrive as it allows for direct interaction, engagement, and the opportunity to address questions and concerns in real-time.

The authenticity and immediacy of live video contribute to building trust and fostering stronger relationships between B2B brands and their audience; even post-Covid, people still crave the in-depth information and engagement made accessible through webinars.

Video Trend #4: Immersive Experiences with VR, AR, and 360 Video

While virtual reality (VR) and augmented reality (AR) technologies have been around for some time, the recent introduction of Apple Vision Pro has injected fresh energy into the space, sparking renewed interest and innovation. Apple’s foray into this arena has not only elevated the technological standards but has also motivated other industry players to explore and capitalise on the potential of immersive experiences. As a result, we are witnessing a dynamic reinvigoration of the VR and AR landscape, as creators and businesses alike eagerly embrace the possibilities presented by these advanced technologies to craft engaging and captivating content for their audiences.

In the fast-paced world of B2B marketing, staying ahead of video trends is essential for creating impactful and resonant content. As we embrace 2024, the integration of AI, short-form videos, live streaming, and immersive experiences will define the landscape of B2B video marketing. B2B marketers who adapt to these trends will not only capture attention but also forge stronger connections with their target audiences in the ever-evolving digital ecosystem.

Get in touch to find out how we can help you capitalise on these video trends

In a business world awash with fleeting trends and buzzwords, standing out requires more than just a unique product or service. It demands a deeply rooted sense of purpose – a compass that not only guides the ship but also keeps everyone onboard moving in harmony. Do you feel that guiding pulse in your organisation?

Many leading brands attribute their meteoric rise to a clear sense of identity. Their values are not just statements on a wall but deeply integrated mantras in their everyday dealings. They are the bedrock upon which enduring business strategies are crafted.

Take LinkedIn for example, Its Vision Statement is “Create economic opportunity for every member of the global workforce.”. To ensure the entire business is aligned to achieving and maintaining this, it has a single-minded Mission Statement: “To connect the world’s professionals to make them more productive and successful.” One that I think it’s fair to say it continues to achieve.

A lack of vision or a poorly communicated mission is akin to navigating uncharted waters without a map. It can leave a business adrift, plagued by misaligned strategies and disengaged employees. Yes, some mission statements have earned their reputation as mere jargon, but the absence of one – or having one that isn’t authentic – can be even more detrimental.

In the dynamic world of business, well-defined values can act as beacons. It’s a common misstep to chase targets at the expense of core values, forgetting that clients and customers are the lifeline, not mere revenue streams.

Here’s the trifecta:

• Vision – It’s the horizon; the dream of what your company can achieve long-term. It’s what sparks inspiration and rallies the team.
• Mission – This is your battle plan. It’s the steps and strategies that make the vision attainable. It outlines your organisation’s raison d’être, setting you apart from the competition.
• Values – These are your guiding lights. They influence choices, from monumental business decisions to everyday interactions. When ingrained, they align employee efforts and provide a clear understanding of evaluation criteria.

Beyond internal coherence, articulating these pillars can boost your PR efforts. Especially for emerging companies, it offers stakeholders, including potential investors, a lucid insight into the company’s ethos.

As leaders recalibrate for the coming year, revisiting and refining your organisation’s vision and mission statements is not a mere tick-box exercise. In an era marked by rapid change and competition, a compelling vision, backed up by a well-defined mission and set of values, .

Are you set up to maximise your organisation’s potential in 20204 and beyond? If the answer is no, reach out for a no-obligation discussion on how your organisation can develop its vision, mission, and values.

By Vicki Curtis, Senior Client Consultant

Change has arrived in the PR industry. Synapse, a new platform devised by former Dow Jones and Gorkana executive, Charles Russell, and PR legend Mark Borkowski, aims to transform the way that journalists and PR professionals communicate. The idea is that journalists can access a custom-filtered inbox of PR pitches that are relevant to them, and PRs can discover new media and influencer contacts and pitch interesting angles and fresh perspectives.

I can see why the idea has materialised. There’s been an industry-wide friction between journalists and PRs for many years. Cision’s Global State of the Media Report 2023 discovered that only 7% of journalists say the majority of pitches they get are relevant to their audience. It’s a shockingly low statistic. But why has it come to this? If PR professionals across the board were tailoring pitches, understanding media and only sending relevant emails to the right journalists, would there be a need for these new types of services?

Time for a rethink

It’s time for PR professionals to rethink the way they approach their work so that they don’t have to solely rely on these emerging platforms. However, it must be said that technology can deliver some helpful tools. For example, Synapse allows journalists to filter the pitches they receive from PRs by topic and format. They are also able to flag pitches that aren’t relevant to them. Similarly, PRs will be able to see who has viewed or accepted their pitches.

But it’s also our responsibility, as PR people, to consider the perspective of journalists and know what is going to resonate with them in the first place and not simply rely on the tech. This is incredibly important as the Cision research also revealed that as many as three in four journalists will block a media relations professional who spams them with irrelevant pitches.

Many PR agencies are structuring their internal teams to feature dedicated media specialists. These employees are focused solely on media activity and building relationships with journalists, which feeds into the second requirement of the modern day PR professional. Now that we’re fully clear of the pandemic, it’s time for PRs to step out from behind the screens and set up relationship building meetings with key media figures.

The trend for intermediaries

More than 1000 journalists from across more than 140 titles, including The Mirror, The Express, The Scotsman and OK! Magazine have signed up to Synapse. As the platform gathers pace, more look likely to join, but it remains to be seen as to what extent it will help to alleviate the issues between PRs and journalists.

One aspect that is clear is the growing trend towards ‘matchmaking platforms’ across industries. Whether it’s matching pitches to journalists, brands to agencies or even investors to entrepreneurs, there’s a big focus now on employees looking to save time with supporting platforms. In this sense, the technology could help employees to streamline their day-to-day tasks.

However, while tools such as Synapse offer promising solutions to bridge the gap between journalists and PR professionals, these innovations shouldn’t overshadow the fundamental principles of PR, including relationship-building and understanding the media landscape. Professionals must ensure that they get these basics right, and the unique value that only they can provide is building those human connections that technology can’t replicate. Only by merging these capabilities can the PR industry be truly revolutionised for the better.

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By Hayley Goff, Chief Executive Officer

For a business with genuine artificial intelligence capabilities, the world should be one of significant new opportunities and strong growth.

Automation, AI, analytics and low-code platforms have been converging for several years and the appetite for advanced, data-driven technology has increased rapidly. Research by analysts Deloitte found more than 50 per cent of organisations plan to use or implement AI and automation this year (2023) and almost all (94 per cent) see AI as critical to success.

This is a huge opportunity for AI companies, especially in mature markets such as the US and UK. Surprising as it may seem, however, companies with AI capabilities often underperform when it comes to explaining themselves.

Tech businesses that have immense talent in applying machine learning, computer vision, or natural language processing to significant business problems, are frequently lost for words when it comes to telling their own stories. Once they seek to get their message out, they may feel they are adrift in a very unfamiliar landscape of media organisations and marketing events where it is difficult to determine who or what matters and how long or how much it takes to achieve any impact.

The problem is that if a business fails to explain itself well, the B2B tech media may simply ignore it. A business with AI capabilities will achieve little if it is unable to talk interestingly and succinctly about what makes it stand out or why it is relevant to what is happening now. We can all send emails to publications, but are they the people with any real clout or connections? Getting this wrong can cause a significant loss of momentum, even in a hot area such as AI, where competition is intense and potential customers are very careful about how they spend their budgets.

This is especially true when a B2B tech business enters a new territory. It’s a little too easy, for instance, for US-based firms to assume they speak a common language with all their potential prospects in the UK, Europe and Scandinavia, even though the entire tech world is so heavily influenced by US innovators. Failing to address the specific circumstances and challenges of companies in the UK and Europe or to use idiomatic British English in the UK undermines any growth strategy. Audiences quickly feel they are being considered as an add-on or after-thought.

Crafting the message out for AI companies and getting it out there takes skill

Achieving any benefit from B2B tech PR can take time, hard work and requires insight and skill. A company with an AI solution or function should work with B2B tech PR specialists with local knowledge and connections. It is important to develop the true story about a company’s AI – which is not always easy to explain in simple terms. How does your AI make you stand out? What does it do that matters to the distinct audiences in the UK or France or Germany? Can this be developed in a way that makes relevant media take notice and increases credibility?

Many companies offering AI capabilities may also struggle because they have a purely anecdotal understanding of how rivals are perceived in these markets and the kind of language and terminology used. A B2B tech PR specialist like Whiteoaks International can conduct marketing, content and share-of-voice audits and craft strategies and tactics that make an AI business stand out. This will be informed by an understanding of the challenges and opportunities in each market and how other businesses currently address them. A business can, for example, see how perceptions of it are shifting over the course of a PR campaign, gauged by quarterly monitoring of the terminology the market uses when considering its offering and capabilities. This is a measurable outcome. A campaign can be divided up into specific topics or business challenges to achieve tighter focus.

Strategies to increase awareness and influence opinion will target the media and people that matter most with articles, eBooks, blogs, tips and best practice guides that relate the benefits of a distinctive AI capability to the challenges prospects face right now, or pressures and opportunities from economic, political or social events and trends. Integrated content marketing, as part of an over-arching PR campaign, enables AI companies to work on development of a full array of marketing and content assets, mapping on to agreed and carefully thought-through objectives.

An integrated campaign respects the distinctive characteristics of each market, and for Whiteoaks, involves the WIN PR Group of tech PR agencies who understand one another and work in similar ways. For a company in the AI sector, this is important. The messages in a PR campaign need to be tailored to each market, but maintain overall consistency – otherwise, credibility is quickly lost and coordination breaks down. With the WIN Group, companies gain the right balance between local knowledge and consistency in methodology, messaging and reporting.

AI may be the hottest topic in town, but it still takes skill and expertise for an AI company to get its message out clearly to the right people, with outcomes it can measure.

By Hayley Goff, CEO

In the ever-changing landscape of modern business, one of the most pressing challenges CEOs and business leaders face is propelling their companies towards sustained growth. While it’s natural to seek innovative solutions and creative approaches to achieve this, it’s crucial not to be swayed solely by flashy PR pitches that offer lots of creativity and little substance.

Creativity in public relations has long been celebrated as a driving force behind groundbreaking campaigns and ideas. Engaging audiences and capturing attention are essential, but it’s equally important to strike a balance between creativity and strategic planning. The smartest campaigns integrate both elements across digital, creative, content, and media, each contributing to measurable outcomes that support specific business goals.

As a business leader, you’re well aware of the value proposition your company offers to clients. PR plays a pivotal role in driving awareness, justifying and proving that proposition. It’s about crafting the right message, ensuring its effectiveness, and communicating it in an authentic way to the correct audience.

PR can elevate your brand’s  visibility, create demand for your products, rationalise buying decisions, and enhance the overall  company perception

Navigating the B2B technology market is no easy feat. It’s a noisy space, with new tools, platforms, and products emerging constantly. Cutting through this noise demands more than a purely creative, abstract approach. A strategic plan is essential to create a meaningful impact and stand out from the competition.

As an integrated PR and communications agency, we help brands harness opportunity, fast track their growth and truly achieve demonstrable market impact.  This is achieved through targeted campaigns that elevate brands, and talk to the right audiences, with the right content, through the right channels, to affect behaviour change.

In today’s dynamic media landscape, creativity remains an invaluable tool that fuels innovation and sets the stage for remarkable campaigns. However, combining creativity with a strategic planning is the key to delivering targeted, impactful campaigns that not only meet your objectives, but achieve tangible results and measurable outcomes.

To find out more about how you can unlock the creative potential of strategic PR , book your free PR strategy consultancy meeting with our Associate Director, Bekki Bushnell, now. Let us show you how strategic creativity can level up your PR game and propel your business towards meaningful growth and success.

By Bekki Bushnell, Associate Director

So, your B2B tech business has just secured a significant investment. Congratulations! This funding opens up a world of opportunities, enabling you to explore innovative R&D projects, expand your talent pool, or even venture into new markets, setting the stage for future success.

But as the confetti settles, a new journey begins – one that demands strategic thinking and a powerful ally by your side. It becomes necessary to communicate your business’s accomplishments, unveil carefully crafted plans, and showcase your unique value proposition to the world.

Here’s where strategic communications steps into the spotlight. It serves as the catalyst for post-investment success, helping businesses like yours to level up and thrive in a fiercely competitive landscape. By harnessing its power, tech enterprises can drive long-lasting growth and establish a dominant market presence.

Turning Talking Points into Compelling Narratives

Naturally, your business will want to shout about the success of its latest funding round. And rightfully so! It’s an excellent talking point – and with a well-crafted strategic approach, it can be transformed into a cohesive, captivating narrative that truly elevates your brand.

In today’s multi-channel, multi-platform world, effectively conveying the investment news goes beyond just issuing a press release (though this remains a crucial element of PR). With strategic communications, you have the power to weave a compelling story across diverse channels, spotlighting the company’s vision, expertise, and commitment to growth in a way that genuinely strikes a chord with your audience.

This narrative will become the bedrock for all future communications, as targeted media outreach and thought-provoking content positions your business as an industry trailblazer. The rewards of increased brand visibility, heightened loyalty, and strong stakeholder trust await – and it all begins with the initial buzz generated by the investment. After all, if every successful business has a great story to tell, why not let this chapter be your ultimate launchpad towards achieving demonstrable market impact?

Accelerating Growth with Targeted Campaigns

To fully capitalise on post-investment expansion opportunities, connecting with the right audience is essential. This is where strategic communications and business success perfectly align. By collaborating with passionate PR and communications specialists with a deep understanding of the B2B tech marketing landscape, your company can harness data-driven insights and expert-led strategies to proactively identify and engage your target market.

Strategic PR thrives on versatility. It demands an integrated approach spanning content, social media, creative, and digital marketing. This ensures consistent, relevant messaging across platforms, maximising audience reach and impact to supercharge business growth. Moreover, our team of professionals will define clear KPIs aligned with your business goals to help you measure and track campaign success, making your hard-won investment go even further.

Building a Brand Presence that Lasts

Seizing the moment is crucial, but post-investment success goes beyond quick wins or attracting new clients. An effective communications strategy also fortifies your brand’s reputation and credibility, nurturing lasting relationships with investors, partners, and clients alike.

To solidify and amplify your brand, impactful storytelling, eye-catching visuals, and consistent messaging across channels is essential. Having a trusted PR partner by your side can even transform your business’s story into a gateway to connect with influential individuals and key industry stakeholders. For example, leveraging leadership profiling after an investment win could unlock lucrative media opportunities, events, and strategic collaborations within established networks. Through effective networking, your business can build lasting trust, expanding its reach and credibility for enduring brand presence.

And of course, this communications approach will also keep your current stakeholders engaged and informed every step of the way, creating a supportive brand community that shares in your success as you reach new heights.

As your business launches its post-investment journey, let strategic communications become the driving force behind your growth. Reach out to us today and discover how our tailored PR solutions can elevate your B2B tech company to new levels of success after investment. Let’s maximise your business potential and achieve measurable market impact together!

By Bekki Bushnell, Associate Director

The UK is the largest market for US services in the world, and the two countries are so culturally interwoven, that at first sight it can be difficult to appreciate the differences. The language is the same of course, and we consume a similar diet of Hollywood movies, but after that – the cultural similarities begin to diverge. Our health system is socialised, our expectations of life are perhaps more modest, and our island mentality is challenging – admittedly, even for us. But the UK market is a great place for US firms to grow their global presence and offers the perfect springboard to Europe.

But for US companies crossing the pond, diving into unfamiliar waters can be scarier than launching on home soil, especially given cultural nuances and the ultra-competitive tech world. It’s crucial to have a sense of security and know that your investment is in safe hands. That’s why having an established UK-based PR agency with a solid grip on the US scene can be a game-changer.

At Whiteoaks, we’ve been helping US technology companies build their presence in the UK for years with our unique selling proposition of fixed fees for fixed deliverables. Our transparent pricing model gives companies a clear roadmap, giving the financial clarity needed to confidently forge a strong and successful UK footprint.

In this blog, we’ll explore how PR can be leveraged as a powerful tool to establish brand visibility, build trust, and create a strong, measurable market presence for US companies in the UK.

Building Brand Visibility

Entering a new market requires creating awareness about your brand, products, and services. Naturally, having the right connections in place at launch means saving time and energy on campaigns that might potentially backfire. And because buyer profiles, job titles and consumer sentiment are different in the US versus the UK, building awareness will need some cultural adjustments.

It’s not just about the grammar. Capturing and amplifying the brand elements that resonate the most with a UK audience takes some skill. US technology firms can be certain that the vital role of building brand visibility is done correctly, first time, with a trusted UK partner by their side. After all, there’s only one chance to create a first impression, and it needs to be done properly. Through media relations, press releases, and thought leadership articles, our experienced PR professionals can guarantee valuable coverage in UK publications, online platforms, and broadcast media, building authority with every forward step.

Working with PR agencies or professionals that possess a deep understanding of the UK media landscape ensures that a brand’s messaging is tailored for the local audience. By understanding what stories should be highlighted, and what stories should be kept aside for now, a locally attuned PR company can effectively capture the attention of potential customers, investors, and partners.

Establishing Trust and Credibility

Trust is a critical factor in winning over customers and stakeholders in a new market. PR activities help US firms capture their audience’s trust and establish credibility in the UK by leveraging media endorsements, thought leadership, and positive press coverage.

By securing media placements in reputable UK publications and industry-specific outlets, PR professionals can position your company as a trustworthy and reliable player. Engaging in thought leadership initiatives such as contributing articles, participating in panel discussions, and speaking at industry events further enhances your credibility and positions your brand as an industry leader.

Engaging with Local Influencers and Partners

PR provides a gateway to connect with influential individuals and key stakeholders in the UK technology ecosystem. Engaging with local influencers, industry experts, analysts and potential partners through media opportunities, events, and strategic collaborations will significantly amplify any company’s reach and impact.

By building relationships with UK-based influencers, industry analysts, and technology experts, US technology firms can gain valuable insights, access new networks, and foster mutually beneficial partnerships. Influencers can help introduce your brand to their established networks, increasing awareness and generating buzz around your products and services.

Navigating Cultural and Market Dynamics

The UK market has its own unique cultural nuances and business dynamics. PR professionals who possess in-depth knowledge of the UK market can provide valuable guidance and help US technology firms navigate these complexities effectively.

At Whiteoaks, we understand the intricacies of the UK media landscape, as well as the impact of meeting target audience preferences and communication styles. We also proudly demonstrate the value of fixed fees for fixed deliverables, bolstered by robust KPIs and a dependable SLA. Our approach encompasses teams that specialise in Content, Digital, Media, and Creative, offering an end-to-end service in house that means we can control the cost and quality of the overall service. We tailor our messaging and PR strategies to align with the local market, ensuring that your company’s story is told in a way that the local audience will understand.

Entering the UK market presents tremendous opportunities for US technology firms, and strategic PR efforts can be a key driver of success. By leveraging PR to build brand visibility, establish trust, engage with influencers, and navigate market dynamics, US technology companies can create a strong foothold in the UK and unlock their growth potential in this dynamic market.

If you would like to know more about how US firms can enter the UK market, please get in touch!

By Bekki Bushnell, Associate Director

We are all seeking the magic bullet that sends our sales into orbit. And when energised by hope and ambition, it’s all too easy to be drawn toward PR pitches that promise rocket fuel but deliver only fumes.

When agencies present purely creative PR campaigns, with outcomes that are neither predictable nor measurable, it can mean that they’ve simply run out of ideas. And while a creative Hail Mary proposal could be the salvation your brand needs, it’s crucial to strike a balance where creativity isn’t the sole driver of the campaign.

Creativity has long been celebrated as the driving force behind innovative campaigns and groundbreaking ideas. While creative thinking is an undeniably powerful tool to capture attention and engage audiences, it best works in a marriage with strategic planning. The smartest campaigns are integrated across digital, creative, content and media. Each pillar contributes to measurable outcomes, aligning with the specific goals of the campaign.

While marketing builds a value proposition with a client, PR can harmoniously justify that proposition, pushing sales, with the right customers and at the right price. Ensuring that the right message is generated, that it’s effective and that it’s being broadcast to the correct audience.

PR should play a leading role in determining and embedding brand values into the public psyche. In doing so, it expands the desire for the product, rationalises the buying decision and makes the ownership experience more valuable.

Our job within PR is to work with brands in such a way that their values resonate with the buyers. Through storytelling, thought leadership, providing commentary to the front page of the country’s most important news sources, or creating regular updates for the business community. Everything is possible, and everything is within reach when the correct approach is applied.

The technology market is a dense and noisy and one. New tools, platforms and products appear with each season, backed by various capital structures. It takes time and effort to cut through the noise. While a purely creative, abstract, campaign might seem appealing, it’s no replacement for a strategic approach.

There’s a good reason why there are so many rungs on the PR career ladder – there’s just an awful lot to learn. That’s why our 30 years of experience pays dividends. Throughout our journey, we’ve developed and learned, as individuals and as a company, and always been supported by our unique and flexible engagement business model. Abandoning the traditional retainer, we offer fixed fees for fixed deliverables and a formal SLA to single-mindedly focus on achieving impactful results for our clients.

In the dynamic landscape of PR, creativity remains an invaluable asset that fuels innovation and sets the stage for remarkable campaigns. However, it is essential to combine creativity with a strategic mindset to achieve tangible results and measurable outcomes. By taking a measured approach to PR that embraces strategic creativity, brands can unlock the true potential of their campaigns, leaving a lasting impact on their audience and driving success in a rapidly evolving media landscape.

To find out more about how you can level up your creative PR, book your free PR strategy consultancy meeting with me now.