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Unlocking Excellence: What Makes Great PR?

Public Relations (PR) has never been more crucial. As businesses strive to navigate the complexities of the digital age, the demand for effective PR strategies has grown exponentially. But what separates good PR from great PR? In this article, we'll explore what we believe are the key elements that make PR truly exceptional.

A Proactive Approach to Reputation Management

At the heart of great PR is taking a proactive approach to reputation management. What’s important is understanding that maintaining a positive reputation is not just about responding to an issue or crisis; it's about consistently building and protecting a brand's image (see our article that talks about filling the cookie jar of goodwill). Reputation management involves creating a strong narrative that aligns with the company's values and effectively communicates its purpose to stakeholders.

Deep Industry Knowledge

Great PR isn't one-size-fits-all. It requires an in-depth understanding of the specific industry in which a client operates. Ensuring the PR strategies are tailored to the unique challenges and opportunities within that sector involves investing time and resources in researching, staying updated, and analysing industry trends.

Our belief is that partnerships are powerful. By becoming part of our client’s team, we really get to know their business, their vision, their commercial objectives and everything we do is tailored to achieving their goals.

Targeted and Authentic Storytelling

Effective PR is all about storytelling. Behind every great story is a great strategy that involves going beyond crafting compelling narratives. Great PR ensures these stories are targeted and authentic. Ensuring the messages resonate with the people who matter most requires identifying the right channels and audiences for each story.

Seamless Integration of Digital Strategies

In today's digital age, PR and digital strategies go hand in hand. Great PR leverages the power of social media, content marketing, and online reputation management to enhance a brand's visibility and credibility.

We work alongside leading social media agencies such as Matter Agency to integrate digital channels seamlessly into our PR campaigns to amplify their reach and impact.

Issues & Crisis Preparedness and Management

No company is immune to an issue or crisis (and yes, they’re slightly different). Today’s ever-evolving dynamics of issues, coupled with cultural and technological shifts, present unprecedented challenges to most businesses.

The best time to get ahead of an issue is before it happens, and great PR excels in issues preparedness and management. This involves identifying and anticipating potential issues and crises, developing robust plans and protocols that support a response rather than a reaction, and navigating uncertain times with transparency and empathy, to safeguard reputations.

Building Strong Media Relationships

One of the cornerstones of successful PR is building strong relationships with the right media. We understand the value of nurturing these relationships – journalists are humans too and they have a job to do! Having a network of trusted contacts in the media industry means clients' stories receive the attention they deserve.

Agility and Adaptability

In a rapidly changing world, adaptability is essential. Great PR is flexible and can pivot quickly in response to shifting market dynamics or unexpected events. This is where partnering with our clients, and becoming an integral part of their team plays a key role – it means we’re always prepared to adjust strategies and tactics to meet new challenges head-on.


To conclude, in the world of PR, the distinction between good and great lies in the ability to deliver exceptional results consistently and bring together the elements of proactive reputation management, industry expertise, targeted storytelling, digital integration, crisis management, media relationships, data-driven insights, and adaptability.

These elements collectively form the foundation of what makes PR truly great in the modern business landscape. When businesses partner with such consultancies, they can confidently navigate the complexities of the digital age and stand out as industry leaders.


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