Before the holidays, two of my clients met by coincidence – a new client and a long-standing client. Funnily enough, the new client told me that they chatted about all things PR! The long-standing client spoke about what is the key to receiving great PR – and it turned out to be ‘enabling your PR’.

It was fascinating – it was like my long-standing client (who is a fabulous client that we have created some excellent results for) had unlocked a level in the PR game and was sharing that intelligence with my new client.

I started to think about what makes a successful relationship and optimises PR outcomes, particularly for that long-standing client. We can run on a tight budget because clients prepare and supply assets and copy well in advance which helps us for the long leads. They are super responsive and give us the support and motivation to do great work on their behalf. We work with brevity and a great deal of trust. You usually choose to work with us because we deliver and have a proven track record, maybe we came recommended, and a good, experienced PR is the best council you can get.

Trust is a crucial element in the client and PR specialist relationship. Another part of being able to do great PR work on our side is having access to the creative forces in the project to enable being inspired by the project. Trusting us with your ideas, time and inclusion into the team can optimise the outcomes. It is no coincidence that clients become our friends also.

All in all, it is recognising that great PR is a mix of the PR’s knowledge and experience and the client’s creativity enabling creative PR. Combining that with providing the PR with what they require in quality assets enables us to play it very large on your behalf.

And we wish you a Happy New Year if you are reading before – let’s say 12 January 2025!