Public Relations for change-makers

There is almost always a well-executed public relations (“PR”) strategy in play if you have wondered how:

• Other companies - seemingly miraculously - get funding rounds, products or expansion plans covered by publications that matter to your audiences

• Peer senior leaders are interviewed - and interviewed well - by journalists working with impactful press

• Organisations cope with crises that come under media scrutiny

• Some have better social media reach, interaction and manage to optimise posts and analytics for every opportunity; or

• Others get senior officials, journalists and traction on site visits and events when you can’t seem to snag it. Their events result in meaningful meetings, follow-up and social media interactions.

Successful PR strategies are based on strong partnership principles. Longshaw Advisors partners with:

• Direct clients as an extension or developer of in-house teams with strategic communications planning led by strong relationships and based on your ambitions to grow

• PR firms that need to bolster teams on specific projects, clients and sector specialist work; and

• Special projects including product launches, events, media training and reputation management which require flexibility outside of long term strategic PR plans and working arrangements.

You need to base your PR strategy on your requirements and partner accordingly.

Consider what you want in terms of business development; what is achievable in terms of time, budget and expectation; who needs to listen to you, where and how you want be known.

Longshaw Advisors has worked across a huge range of sectors in journalism and public relations.

Sector specialisms include:

• Capital markets

• Climate

• Energy and industrials

• Engineering

• Natural resources

• Professional services

• Science and technology

Past projects highlights include government profile-raising for infra developments, large CAPEX project fundraising press, international media campaigns for GCC Government delegations, nationally significant life sciences and property work and even helping to get innocent people off Death Row.

Every client and campaign is different; often, it’s what makes you interesting.

Example PR activities - depending on your needs, budgets, time and business goals - can include:

• Corporate communications calendars and announcements (not simply press releases…)

• Crises strategy and planning - proactive and reactive

• Content creation and messaging development - including setting your messaging agenda, authoring web content, thought leadership articles, blogs, podcasting and insights series

• Corporate reputation campaigns for companies and individuals

• Strategic communications - in support of funding incorporating M&A, IPO, ECM and DCM transaction-based news; place-based marketing (or ‘mar-comms’); political communication; external affairs; internal programmes and Board and investor messaging

• Social media messaging and development including owned-content (such as website and LinkedIn insights) and maximising digital channels for employee engagement or sharing organic press coverage

• Media training - an essential consideration for C-suite spokespeople, team members with access to financial, business development and general IR internal strategy

• Events-based -campaigns - opening a new site with a Government delegation or partner showcase, product launches (including influencer campaigns) or ensuring media attending important conferences are fully engaged

Any activity undertaken ought to be rolled into your PR, communications and marketing efforts based on your growth ambitions.

All activities should use analytics and agreed performance metrics to measure outcomes.