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Why?
Communications Strategy
We help organisations develop communications strategies which meet their business objectives
In practice, that means we ask ‘Why?’ a lot.
We try to understand what any organisation is really trying to achieve before we can develop a communications strategy to help them.
If a client wants to boost awareness amongst a target audience, that’s fair enough – but we will ask why. There must be a bigger reason for wanting that awareness.
And if we’re asked to drive traffic to a website we will also ask why. What does our client actually want these people to do when they get there?
It’s one thing to get people to spend some time on the site, but another thing entirely to get them to sign up for a mailing list.
But if that’s what you want, that’s what we’ll aim for.
In fact, we always start at the end.
We define objectives and KPIs before we kick off a project. So we actually start by looking at where our clients want to finish.
We look at the metrics we can access to demonstrate success, and we might recommend others – working with the likes of Brandwatch or Google Analytics data.
And then we will develop a strategy which we know will deliver against those metrics.
That strategy invariably means that means we take an audience-first approach to planning.
As well as asking Why?’ a lot, we also always ask the same four key questions of every brief…
Who do we need to behave differently?
How can we persuade them to do so?
What is the best way to reach them?
How will we know when we've succeeded?
We help organisations develop communications strategies across Paid, Earned, Shared and Owned channels
We like the PESO model (paid, earned, shared, owned) model, although we’re not wedded to it.
Our heritage is undoubtedly in the ‘Earned’ and ‘Owned’ space – creating on-brand content to generate media coverage.
Pitching stories to journalists taught us how to create content which works for our clients and for the audience that our clients want to influence.
But we’ve also been running ‘Paid’ and ‘Shared’ campaigns for the last 10 years.
For multinationals. And for friends’ SMEs.
Despite a few great years when social networks gave away ‘organic’ visibility for free, as shareholder-driven media owners, it’s now a pay-to-play world.
To get genuine visibility typically requires targeted advertising.