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PR is the PillaR

Do I need a PR programme?

In today’s climate where people are seeking to adopt a more 1990s approach to digital life – where computers actually enhanced and supported our lives (not the other way round), then PR is the most important, and most authentic, function in your integrated communications programme.

What does PR do?

The clue is in the title: Public Relations.

PR, when done properly, should truly relate to the public. If you find that you’re out of touch with what the public wants from you as a company, then you are not relating to them. And no, we do not mean chasing fads or trends, we mean actually understanding the fundamental desires of your core audiences to communicate with them authentically, consistently, coherently and with cultural intelligence.

How does PR work with other digital touchpoints such as advertising, sales, marketing, social media etc?

When you think of all the active elements (or digital touchpoints) in your communications programme, it can be difficult to visualise exactly how everything works and where PR should sit. 

We’ve mapped this out for you below.

When you centralise the PR function, you are already on to a winning communications programme as PR is not only authentic, it is deeply interrogated to withstand the scrutiny of journalists and the public. 

PR is not advertising or marketing. There is no place in PR to be showboating until you have proven that you can do what you say. For this reason, PR should always be at the centre of all your communications so that you can communicate with confidence. 

PR does three things:

  1. PR pushes for authenticity and consistency. It works closely with earned media (i.e. magazines, newspapers, broadcast, podcasts and other editorial media), but also helps to shape your owned media (website, social media, marketing, sales etc.)
  2. PR ensures that you communicate clearly, coherently and consistently through your brand (maintain a regular drumbeat of news and opinion) which helps your customers understand exactly who you are. If you don’t control your narrative, someone else will, and PR does this in the most authentic and engaging way
  3. PR shifts behaviour as it is anchored in: Expertise, Authority and Trust. The E.A.T strategy has never failed to engage people in real life and online. And as AI Search Overviews dominate how people engage with content, PR needs to lead your company’s messaging across all earned and owned channels in order to remain authentic and relevant

For more information on how to build an effective integrated communications programme, please do contact us.

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Cultural intelligence is our greatest asset

We count our blessings for the multi-cultural and inter-generational team who fuel the variety of thought and experience that shape our creativity.

The vast amount of personal heritage, lived-experiences and socioeconomic diversity between us is what powers our culturally-rich work which leaves a lasting creative impact.

Who we are

Don’t just take our word for it

Some of our favourite clients say some really nice things about us…

As SVP Marketing at MarketShare (now part of Neustar) I had a challenge. We were a U.S. based company trying to establish a presence in Europe with not much investment. By addressing our objectives, we immediately got interviews, articles and introductions to the right people. We achieved more results in a shorter time than our “big” agency in the U.S. on a third of the budget. They are proactive, bring new ideas to the table and quickly become part of the team. A wealth of expertise and a joy to work with, they are my go to for marketing in Europe.

David Head, Global Vice President, Marketing

We have all enjoyed working with a communications professional who has an infectious enthusiasm and deep industry insight, which has been a great help in raising our corporate profile in Europe. I would highly recommend to anyone who might be looking to interface more with the media within their respective field to look no further.

Bryan Darr, President and CEO, Mosaik Solutions (now part of Ookla)

Absolute professionals. Not only are their media relations second to none, but they hold honesty and integrity as part of their core values and always have client interests at the heart of everything. Great content writers and excellent advisors, they have an eye for an angle and always want to deliver whatever we may throw at them. For anyone who is looking to grow their brand profile in EMEA, I wouldn’t look any further.

Harriet Durnford-Smith, Chief Marketing Officer

Jazz is a past master at building media relationships and seems to know literally everybody – she’s also very ingenious at finding ways for her clients to fit in the podcasts and articles I produce for the Mail, the Telegraph and beyond. The Duet team has an instinctive understanding of technology and is great at communicating what its clients do in an easy-to-digest, media-friendly way.

Rob Waugh, National business writer, editor and producer

With too many purely transactional relationships between media and PR companies, the Duet team are much needed, refreshing and key contacts who have taken the time to understand our media and readership and are thus able to share pertinent and insightful stories that we rarely skim, snooze or ignore. They know that to be heard you need to listen, and the discussions we have together always lead to valuable and interesting content for Duet’s clients and our readers.

David Johnson, UK Editor, Maddyness

Being an expert on bourbon and rock music does not help with crowd funding, so thank the Gods for Jazz Gandhi. Like a PR and social media superninja, she came to our rescue with her knowledge and expertise. The media coverage she was able to get for us was phenomenal. I did 13 interviews with major TV and radio channels in 4 weeks. I wouldn’t have had a single one of them on my own. Without Jazz’s help, advice and excellent counsel, we would not have achieved our target of £100k. For this we will be forever grateful.

Richard Thomas, Owner, Crobar
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