PR Case Studies

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PR Case Studies

The approach we take is as unique as you are.

Fresh Skies – Secure Email

 

I recently started to work with a company called Fresh Skies, a small, brilliant team of people who have developed an email encryption tool called mkryptor.  What are the key messages about mkryptor? Well first of all it’s easy to use – most encryption tools are way beyond the average non-IT user.  Secondly, it doesn’t require any software to be installed at the recipient’s end and finally because it comes as server-based or cloud-based it’s at a price point that works for large Enterprises and even the smallest business.  Fantastic.  So why wasn’t this product selling like hot cakes?  Well it’s down to perception –  most people don’t realise that email is inherently insecure and that it’s the equivalent of posting a letter without an envelope and  potentially can be read by anyone along its journey.  Fact.

So first of all we needed to take a step back from how great the product is in order to educate the potential customer base so that they understand that they have a problem that needs a solution.  If they are sending confidential email they really ought to be encrypting it.  Key sectors here are legal, finance, health and travel companies – think of all those confirming travel itineraries that are sent  ‘in clear’ so that anyone could know your exact travel times and when your home is to be left empty.

Herein lies the beauty of PR and its ability to educate, influence and drive behaviour.  We embarked on a campaign to provide educational editorial in magazines such as The Barrister, Lawyer Monthly and travel media to raise awareness of the problem.  We also added credibility by being shortlisted in the Security Excellence Awards for best Cyber Security Innovation.  Setting the scene and creating the favourable environment to sell into is paramount.  I’m delighted to report that since the editorial in The Barrister Fresh Skies is finding many more doors opening in the legal sector that were previously closed.

What I would add is that PR is ongoing – it’s important to keep on keeping on and in fact many more of the opportunities you try to develop will not come to fruition than those that do.  In that respect it’s rather like sales activity in that it’s a numbers game and all about persistence.  This is another area where it’s easy to fall down – your eye gets taken off the ball by what appear to be more urgent business issues.  Stephen Covey in his 7 Habit of Highly Effective People says we need to spend more time on the activities that are important but not urgent – PR falls into that camp.

"Anyone who can get a small business like mine in to the Times is well worth talking to. Not only did Diane produce a great press release for me, but she managed to get it in front of the right people who gave me a great write up. Her experience and professionalism is beyond compare. She's also great fun to work with, which is always an added bonus."

− Stephanie Kleyman, Director at Kleyman and Co Solicitors Limited

"Diane is focused, extremely calm and dilligent, with a wonderful ability to listen to all my frustrations and visions and then somehow manages to turn what I see as relevant into something tangible - with results. She has integrity in respect of her client portfolio and is careful to ensure she can always provide the attention and time we need, based on her consultancy role, we have lots of projects on the go; she is a very patient, and one reliable lady!"

− Claire Lambert, Managing Director - Charter Security Ltd

"Working with Diane is a pleasure. Her knowledge and ability to traverse the world of public relations and press liaison is second to none. While working with my companies she has placed us in trade press publications sometimes with double page spread articles, managed the process of business and trade awards for us and provided us with invaluable insight, ideas and connections. I can not recommend Diane highly enough."

− Graham Bell, Cloud Sherpas

Book Promotion – the launch of Dear Dad

When I first meet a client I get under the skin of their business and one of the most important questions I ask is – who are you trying to reach?  Invariably the answer to that question is potential customers.  So the first thing to do with any PR strategy is to identify your target audience and the media to reach them.

I recently did a book launch for a book called ‘Dear Dad’ – a beautiful collection of poignant letters from daughters to their fathers and including a series of interviews with television celebrities.  To promote the book our target audiences were book reviewers on national press, regional press , men’s ad women’s magazines but also parenting and family media –  and even organisations such as Families Need Fathers.  We pushed out a news release and offered review copies of the book –we immediately had interest from the Daily Mail, The Lady, Welsh regional press – the author lives in Swansea –  and of course the magazine published by Families Need Fathers.

PR is a huge opportunity to reach large target audiences in their thousands and the exposure it gives you can be incredible. There is also a kind of magic that happens when you appear in the press – a credibility and koudos.  You are taken seriously.   One client on winning an award found that their website traffic more than doubled their previous high – directly as a result of a write up of the Awards night and a photo and mention of them in the local newspaper.

If you don’t work with a PR agency you are unlikely to have access to a media database of all the media contacts you will need –  your research will be slow but is entirely possible  using Google and it is likely that you will have reasonable knowledge of the types of media you want to appear in.  If you need more help with this then do get in touch.

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