LLPR Junior Account Manager, Sam Bird, writes on why a bespoke service for each client is the best way to establish bespoke reputations.
In the fast-paced and ever-evolving landscape of public relations, we’re constantly looking for the latest ways to build and maintain our clients’ reputations. One thing in our business never changes – the power of personalisation. A key element of our successful 26 years as a public relations agency has been our ability to tailor our approach to fit the unique needs and nuances of clients and their audiences.
We transcend the traditional client-agency dynamic by becoming an extension of our clients’ teams. By embedding ourselves deeply within our clients’ businesses, we can craft strategies that resonate with their objectives and achieve maximum impact. If this was not our approach, how could we expect to authentically capture and share our clients’ voice and messaging with the masses?
Taking on a client’s voice
To truly serve our clients, we must immerse ourselves in their world. This means going beyond surface-level interactions to gain a comprehensive understanding of their processes, efficiencies, working patterns, tone of voice, and business objectives. By integrating with the internal teams, we can communicate the brand’s values and messages with the authenticity that only comes from having intimate knowledge of a business’ inner workings.
Our tagline, “we take your reputation personally” encapsulates this philosophy. We believe that an effective PR strategy requires us to be deeply embedded in our clients’ culture. By aligning our long-term strategies with client goals, we develop multi-phased campaigns that contribute to their overarching objectives. The process allows us to determine the most important narratives for specific audiences, before identifying the best media contacts and optimal timing for highlighting those stories.
A targeted approach to media relations
Our strong understanding of our clients’ businesses extends to their audiences, and the media channels those audiences consume. Each consumer is inherently different, and our communications must reflect that, which brings us back to the importance of a personalised approach.
We don’t believe in the “spray and pray” approach, whereby the same pitch is sent to a broad list of journalists in the hope someone miraculously picks it up. Instead, we focus on building meaningful relationships with journalists by understanding their interests, the types of stories they cover, and their preferred angles. It involves meticulous research and sustained efforts to remain in conversation and stay updated on their work; but it is worth it. By doing so, we can tailor our pitches to meet their specific needs, ensuring a mutually beneficial relationship where our stories are seen as valuable contributions rather than unsolicited noise.
It’s essential to take time to consider the nuances of each journalist’s distinct interests and preferences to curate a tailored pitch. The personalised approach not only increases the likelihood of coverage but also fosters stronger, more respectful relationships. Whether it’s through personalised emails, thoughtful follow-ups, or quick phone calls, we strive to demonstrate how much we value and understand their work. Ultimately, it is this practice that often generates successful results for our clients too.
Adopting different perspectives
At LLPR, we grow talent with the ability to “wear different hats”. Each campaign involves countless stakeholders, each of which have different considerations and goals that must be accounted for. “Wearing different hats” is a phrase we used to refer to the art of adopting the perspectives of all stakeholders involved — clients, audiences, media, investors, and collaborators. Achieving this requires diligent research, discussion with the associated parties, and a genuine interest in understanding the intricacies of each stakeholder’s viewpoint. It is this process that guarantees our strategies are well-rounded and considerate of all parties involved, ensuring our client’s key messages land positively with intended audiences.
The art of personalisation in public relations is not just a strategy for our business; it is a fundamental approach that defines our success. By becoming an extension of our clients’ teams, taking a targeted approach to media relations, and building genuine relationships with journalists, we deliver PR campaigns that are impactful, authentic, and effective. It allows us to see the bigger picture, understand the finer details, and ultimately ensure we support our clients in achieving their ambitions by enhanced reputations in a way that truly matters.
