Good PR is very much a journey. Client and consultant
have to work together to identify and agree the
various elements that make up the route of the
journey and the consultant then has to drive the
The following has been
created in order to showcase an approach - just
how Pervasive PR might expect to work with a client.
This would also act as an outline agenda for an
exploratory or PR kickoff meeting - a discussion
document to achieve some consensus as to priorities,
focus and timelines. Following this, a full timetable
with specific activity and content would be established
1. Where are we now?
Upon appointment, the first undertaking would
be to rapidly ‘audit’ the current
scenario in order to establish a ‘route
map’. For instance:
• What and
where is your organisation now, what does it stand
for and what is it involved with?
• What are
the current external and internal perceptions?
• What has
PR success looked like previously?
2. Where do we want
How do you wish to be seen? A single minded, measurable
and realistic objective is a pre-requisite for
success. Understand the overall ‘commercial’
objectives and ensure that PR supports those ambitions.
3. Who do we need
to talk to?
All too often PR consultancies will spend significant
time and money debating the nuances and minutia
of specific target audiences and how best to reach
out to them. However, more often than not, you
are more than aware of who you need to reach so
the ‘who do we need to talk to’ should
become a simple case of which media and other
‘channels’ do we wish to target in
order to reach them?
4. When will we communicate
Key to establishing a higher media profile is
building momentum and continuity. Establishing
a regular dialogue and flow of information will
build expectation, demand and results.
5. What are we going
to do to get there?
The $6m question. Pervasive PR will work with
you to establish just what ‘collateral’
or potential PR and marketing communications ammunition
exists or can be quickly and easily created.
The days of simply mass mailing generic press
releases and hoping for coverage have past. Every
single target journalist/media has to be handled
individually and each story best crafted to suit
each particular opportunity.
Following an exploratory meeting, we will be in
the position to agree key focus areas/topics or
issues. Once we’ve agreed the focus, we
can discuss specific content to support that focus
and can start to draw up a more detailed programme
with content, timings and actions.
6. How will we know
Above and beyond PR consultancy talk of perceptions,
awareness levels and the like, most clients are
pretty clear about what it wants to achieve from
its investment in PR. However, we are happy to
sit down with our clients at the outset and agree
and set expectations with regard to what the client
wants to achieve and where it wants the journey
to take it. Pervasive PR will then fully commit
its resources and experience to the task at hand.
7. How much will
the journey cost?
Less than you might think. Following our appointment
and once we have agreed specific activities, focus
and timelines, Pervasive PR will provide detailed
cost breakdowns for your PR and marketing communications
programme. Finally, unlike most consultancies,
Pervasive PR does not make a charge for routine