The International Public Relations Network (IPRN) celebrated its 30th anniversary with a convention held in Porto, Portugal. Around 50 members from 30 agencies, across four continents gathered to present case studies, share best practice, and discuss the future of the sector in light of changes in international politics and the rapid growth of Artificial Intelligence.
Significantly, IPRN has now relocated its headquarters from Madrid to Brussels, in a move aimed at bringing the network closer to European institutions. The move positions the network closer to the heart of European decision-making and supports its ambition to be more actively involved in European Union affairs. As part of this transition, IPRN has also been listed in the EU Transparency Register.
Rodrigo Viana de Freitas, IPRN Executive President commented: “This step is fundamental to preparing the organisation for the years ahead.” He adds: “The goal is to equip IPRN with management capacity to continue expanding into new geographies and to support members in generating international business with brands and institutions across all sectors.”
Sarah Woodhouse, director and co-owner of strategic communications agency, AMBITIOUS, commented, “As PR Professionals, we need to stay on top of dynamic global and domestic events and sentiment to provide consultancy and work with the C-suite. The IPRN Convention in Porto highlighted the importance of agile planning – using phased strategies that evolve as external conditions change.”
Rhodri Harries, managing director tech and health at Cavendish says, “It was fantastic to connect with peers across markets and sectors. The conversations around AI and data-driven trust were especially valuable, and we’re excited to bring fresh thinking into our work at Cavendish.”
Harvey Choat, managing director at Nexus, explains, “Having strong international partners is one of the most powerful assets in our industry. IPRN continues to connect us to trusted local expertise across the world.”
Mayor of Porto welcomes the group
The annual meeting programme included a morning at Porto Business School, an event partner, with two international keynote sessions: “Donald Trump’s Foreign Policy: Impacts on International Relations,” by Jorge Rodrigues, coordinator of PBS’s Geopolitics Observatory, and “Artificial Intelligence and the New World,” by Ricardo Ribeiro, Director of Digital Transformation at Banco Montepio and professor in postgraduate and MBA programs at various universities.
The group was also welcomed by the Mayor of Porto, another event partner, with a formal reception at Casa do Roseiral. On the occasion, Rui Moreira emphasised Porto’s cultural and international dimension, explaining the city’s transformation process over the past 12 years. The event concluded with the annual awards ceremony, which this year honored a breast cancer awareness campaign from Puerto Rico as the best of the year.
About IPRN
The International Public Relations Network is a global network of independent public relations and communications agencies, with around 50 members in over 100 major cities and more than 30 countries across five continents. It represents all sectors of the industry and has a combined turnover of approximately USD 150 million, with over 1,000 staff and 4,000 clients across its member agencies.
Creating an effective public relations (PR) budget is crucial for scaling businesses aiming to enhance their brand presence and credibility.
Thorough market research serves as a foundational element in developing effective PR campaigns and long-term success. But knowing where to start can be a challenge.
This guide outlines key considerations and strategies to help you allocate your comms resources effectively.
Allocating a specific percentage of your gross revenue to marketing and PR is a common approach.
The Chartered Institute of Marketing (CIM) recommends that companies spend between 5% to 10% of their gross revenue on marketing. But this is a ballpark figure.
The actual percentage you spend can and will vary on a lot of different factors. Are you B2B or B2C, what’s your sector? What’s the size of your business, and what are your business goals?
All of these things, and more, can have an impact on your marketing budgets. So it isn’t as simple a task as looking at the averages or the recommendations. It’s a decision that needs to be personalised to your wants, needs and goals.
To tailor your PR budget effectively, consider the following questions:
Target revenue for the next year: having a clear understanding of your financial goals helps set a proportional marketing budget.
Existing marketing budget: review current spending to identify areas for reallocation or enhancement.
ROI review: in line with reviewing existing or previous budgets, look at what’s working in your current plans, what isn’t and why.
Focus areas for the coming year: what do you want to achieve in the year to come? A strategic picture of these goals will help you implement tactics to achieve these goals.
Benchmarking against competitors: research industry standards to ensure your budget aligns with or surpasses your competition.
With clear objectives, targets and a strong understanding of what success looks like for you, it’s far easier to set a PR budget. Then you need to make a call on whether you can achieve this internally or if you need to bring in a third party.
Deciding between in-house and external PR resources depends on your company’s capabilities and objectives.
External PR agencies can offer specialised expertise and established media relationships, which can be priceless. The cost of bringing in an external agency can vary. Smaller UK agencies may charge between £1,500 – £5,000 per month, while larger firms’ retainers start from £5,000 per month.
Opting for an in-house solution may result in you maintaining more direct control. With an in-house PR, there is a complete, dedicated focus. But this comes with the challenges of hiring, retention, training, development and investment in standard tools, like media monitoring and journalist databases. These are tools which we, as an agency, invest in so you don’t have to.
Beyond in-house vs external, there are other industry-specific considerations that you need to factor in when allocating your budgets.
Marketing budget allocations can differ across industries. For example, consumer packaged goods companies in the UK allocate more than 20% of their budgets to marketing expenses, whereas the average budget in real estate is less than 10%
Understanding your industry’s standards can guide appropriate budget setting. Hubspot provides a helpful breakdown of sector budgets. But as an agency, as part of pre-briefing or the briefing process proper, we can give you our expertise and insights and help you put your spend in the most effective and appropriate places.
Then, you need to consider your relative size and scale.
It’s often said that scaling businesses need to dedicate more of their budgets to marketing than more established businesses. But this rationale does have its flaws.
Firstly, budgets are often referred to as a percentage of net revenue rather than a cash value. So, it can be easy to fall into the trap of thinking that a lower percentage means less investment. But that’s not the case; 20% of revenue for a start-up could be similar to 5% of an established business; it’s all relative.
Speaking of relativity.
There’s also the notion that just because you’ve reached a point of relative success, why would you slow down then? This is where having an agency partner can be very useful. Because we’ll have a certain degree of separation from your day-to-day, which often allows us to join dots and make connections which can be hard to see when you’re caught up in operations.
The reality of the situation is that if and when you reach a certain size or stature, there are going to be start-ups that are hungry and eager. They’re coming for your spot on the ladder.
Look at it this way: Microsoft still puts 10% of its $240 billion revenue into marketing.
How you divest and spread out your spending is, ultimately, down to your targets and goals.
But spending for spending’s sake should be discouraged.
Whether it’s paid campaigns through social media channels, content creation, SEO performance or media office fuelled by press releases. Whatever and wherever you’re spending, it needs to be driving value.
It’s important to recognise that value doesn’t always mean converted business leads. In the context of broader PR strategies, value has many meanings, from the quality of media coverage earned to engagement on your social media posts.
This is where it’s important to develop PR strategies with both breadth and depth. The array of expertise and specialisms within the AMBITIOUS team means we are especially well-placed to deliver this kind of approach.
Depending on your sector and relative size, as well as your goals, you’ll be implementing different tactics. So it’s difficult to say, in the space of a paragraph, how and where you should be spending without this wider context.
But broadly speaking, the following strategies can bolster your PR outreach.
Investing in PR is vital for building trust with your audience.
For this reason, setting a PR budget isn’t just about throwing money at different activities. It’s about making sound strategic investments in your brand’s future.
Your PR budget is more than just numbers on a spreadsheet, and spending for spending’s sake needs to be discouraged. Regardless of whether you’re a hungry start-up or an established business, your comms strategy needs to be as dynamic and purposeful as your business goals.
You can invest in all kinds of strategies and tactics. So much so that it can be dizzying. This is why having an expert in your corner helps, as they can help steer the overall direction of your PR outreach.
But whether you decide to build an in-house team or partner with an external agency, you need to achieve the same thing: create a communications approach that doesn’t just speak to your audience but genuinely connects with them.
Remember, investing in PR isn’t an expense; it’s your pathway to establishing credibility, supporting growth and securing long-term success and trust.
And trust is your most vital commodity.
Strategic communications agency AMBITIOUS reports £2.1m turnover & the fourth year of 30+ % year on year growth
AMBITIOUS, the strategic communications specialist based in Bristol is reporting a £2.1 million turnover in 2025, marking the fourth year of 30% year-on-year growth. The milestone represents a significant chapter in the agency’s evolution as it continues to scale its impact across the UK and internationally.
The latest industry rankings show that agencies outside of London are thriving. AMBITIOUS is an example of an agency that continues to outperform industry averages with its people-first approach, attracting high-growth clients across sectors.
28 new clients have joined AMBITIOUS in the last year, with brands such as Yell, Accurise, Granicus, Kohler Mira, Tympa, Exacta Technologies, Future Leap and Warp Technologies added to its client portfolio. 50% of AMBITIOUS’ work is with companies in Bristol with a remit to support them nationally, internationally, and within key sectors.
To support its continued momentum, AMBITIOUS has also announced a number of key internal promotions. Laura Lear has been promoted to Managing Director, Joe Wright has been promoted to Strategy and Insights Director, Elli Robinson has stepped into the role of PR Consultant, and May Mower has been promoted to Marketing Manager. These appointments reflect the agency’s commitment to nurturing talent from within, recognising the contribution of team members to its sustained success.
A pivotal part of AMBITIOUS’ growth is the launch of its standalone content services division at the start of 2024, which now represents 25% of its total revenue. This expansion required strategic investment, including new hires, new supplier partnerships, and upskilling the team. By the end of 2024, AMBITIOUS had secured briefs from the National Police Chiefs Council and Greece’s first unicorn tech business, PeopleCert. The strategic move has positioned the company for even greater growth in 2025.
Laura Lear, Managing Director at AMBITIOUS explains, “We have always created content – videos, social assets, reports, and graphics – as part of our broader campaigns. Despite never marketing this as a standalone service, we have seen an increasing client demand for these services.
“In the past year, we’ve competed successfully against network agencies for briefs and won, leading to hiring a production manager and videographer, securing supplier agreements, and investing in team training. The demand for content services has quickly grown since, validating our decision and demonstrating the huge opportunity for us.”
Originally founded in 2012 as a PR and communications agency, this continues to be a core strength for the agency. AMBITIOUS is driving excellence and retaining its trajectory in key rankings including placing in a number of categories for the PRWeek Top 150 2024, including number 27 in the corporate and financial table, 30 in agencies outside of London, and 35 in B2B. B2B marketing also named AMBITIOUS 7th in the Top 10 Rising Stars in the UK.
Growth hasn’t come at the expense of culture. AMBITIOUS was Highly Commended by PR Week in their Best Places to Work awards and included in The Sunday Times 500 Best Places to Work in the UK in 2024.
At a time when agencies are reporting skills shortages within their teams, the 25-strong team has proudly maintained 0% attrition in its client service team since 2020.
Employee wellbeing and empowerment are built into its model, with quarterly team forums, regular feedback sessions, and one of the highest engagement scores among independent agencies in the UK, as ranked by industry body, the Alliance of Independent Agencies.
AMBITIOUS is co-owned by Sarah Woodhouse and Lis Anderson. On the agency’s success, Sarah Woodhouse comments, “In a fast-changing industry, we’re extremely proud of the work that we do. Our growth has been deliberate and sustainable.”
AMBITIOUS founder, Lis Anderson adds: “Our story is proof that regional agencies can lead nationally and compete globally. By investing in our people, backing bold ideas, and building long-term partnerships, we’re able to create real impact for both our clients and team whilst staying true to our original values. As we look ahead, we’re focused on scaling with purpose by growing our capabilities and our people, building influence and continuing to deliver meaningful, measurable results.”
About AMBITIOUS
AMBITIOUS is an independent strategic communications agency. Based in Bristol, but with a national and international reach, AMBITIOUS helps clients find, engage and grow audiences.
In an ever-changing world, AMBITIOUS unlocks insights for organisations that shape ideas to build and amplify brand awareness and protect business reputations.
Its dynamic, strategic and trusted team of communication and creative experts span property, construction & built environment, tech, financial & professional services, pharma & healthcare, education, public sector, ESG and sustainability.
From print and digital PR to communications strategy, social media and content services – it connects clients to the conversations that matter.
Female-founded, owned, and run, AMBITIOUS celebrated its first decade in business in 2022.
As a business owner, how much value do you place on your brand reputation? How much value do you place in holding the trust of your audience?
It doesn’t matter what you’re selling, or if you’re a small business or a huge company, you’re trading on that trust. Marketing can help you build a presence and profile, but marketing alone cannot build this trust.
For that you need Public Relations, and this is seven ways PR can elevate your brand and bring business success.
Public relations is all about credibility.
Business X approaches PR agency Y; they want to be seen as legitimate, trustworthy, and professional. Agency Y rolls up their sleeves, crafting a narrative that does exactly that.
Now, it would be easy to think PR is just about getting your name in the papers. But this is a rather outmoded view of what public relations delivers. But it’s still a commonly held viewpoint that PR is just about media coverage.
Media relations is still a big part of what we do, because if you’re building credibility and trust, third-party trust signals are everything. When respected industry publications highlight your achievements or innovations, it creates a kind of credibility that no amount of paid advertising can buy.
That third-party endorsement, whether through media placements, speaking at events or tactically placed thought leadership content, is like gold dust for your business profile.
But third-party endorsement is no longer the sole remit of ‘ traditional media’ it can come in the form of influencers, industry analysts, ambassadors and so much more… and it works in multiple directions too. Let’s take podcasts as an example. You can launch a podcast and the guests you bring into your podcast can act as third-party endorsement, that you have effectively created yourself.
Third-party endorsement has the potential of adding value to your business, in a way you cannot achieve on your own.
When we talk about “brand reputation,” what are we really talking about? It’s quite a loaded term.
It brings up notions of public perception and business standing, but it’s almost intangible. Understanding reputation within a business context is evolving, and it’s evolving for the better.
Your brand’s reputation isn’t just some fuzzy concept; it’s an incredibly valuable asset, and it’s fuelled by everything you say and do.
PR professionals are like strategic guardians who proactively manage your public image. They help you control the narrative before little issues snowball into big ones. But great agencies aren’t spin doctors.
Great agencies are the ones who recognise issues and crises from a distance, then help keep you true to your values and ethos by avoiding the root cause entirely.
In today’s hyper-connected world, a well-managed reputation can be the difference between thriving and merely keeping your head above water.
Effective PR isn’t just about getting your name out there; it’s about strategically positioning your business for growth.
To this extent, PR isn’t a vanity project and strategic media coverage can do a whole lot more than make you feel good about seeing your name in print. It can:
PR folks aren’t just media hounds. They’re master communicators who understand how to craft messages that hit home across multiple platforms.
Marketing and PR are not about overloading a funnel with as much content and messaging as possible and hoping for the best.
Great PR and marketing is about honing in on what’s special and unique about your business and making that the central narrative. It is about telling great stories with this at its heart. PR can help you:
This approach, which blends creativity and strategy, ensures that when you speak, people don’t only listen but remember.
There’s no escaping the fact that budgets have a major effect on marketing decisions. We see this in the growing importance of PR as a cost-effective alternative to traditional advertising.
Compared to splashy ad campaigns, PR can offer a significantly higher return on investment. Because when done right, it can compound over time.
That’s where the real bang for your buck comes in.
PR generates predominantly organic results, which audiences find more trustworthy and engaging.
Starting from a position of earned media rather than paid placements can help you win and build audience trust. Then, over time, you introduce more paid elements across your full PR and marketing mix.
The amplification across paid and earned, shared and owned can spread your message exponentially and incrementally.
Now, this is quite a high-stakes area of PR and one where no business is immune.
At face value, it’s easy to see crisis management solely as a reactionary tactic. But it shouldn’t be.
You need to recognise the impact proactive planning can have on a smaller, more manageable level. We call this issues management, and its something that only comes with a wealth of crisis communications.
When you have an expert who’s been through crisis after crisis, they know the patterns and the triggers. They can see what others cannot: the root cause of a crisis and how to avoid it.
In practice, this could be anything from managing negative reviews, addressing product recalls, or navigating leadership changes. These are just a few examples of crisis management, which businesses can leverage for protection and recovery.
Avoiding a crisis entirely is always the preferred option. But sometimes, there are those unforeseen and unavoidable moments. Things that could never have been predicted. Whether it is in issues preparedness or full-blown crisis management, a PR expert can help you:
The best way to think about crisis preparedness is that you’d rather have it and not need it than need it and not have it.
Rome wasn’t built in a day. Neither is your brand.
Every business needs to play the long game when it comes to positioning, and public relations is a marathon, not a sprint.
It gradually builds your brand’s equity and positioning through consistent communication of your values, achievements, and unique perspective. This binding together of narratives doesn’t happen overnight. This is a cumulative effect.
It’s not about quick wins or overnight success stories but rather creating a sustained narrative that positions you as an innovative, reliable, and forward-thinking organisation.
Public relations isn’t just another item on your marketing checklist; it’s an investment in your business’s most critical asset: reputation.
It’s a strategic communication discipline that goes far beyond simple publicity.
Remember that PR is a broad church.
It’s no longer just about media relations, though that’s still part of what we do. Contemporary PR is now entwined with specialisms like content creation and production, SEO and the nascent GEO (now being called LLM SEO).
In short, the line between public relations and marketing continues to blur.
But while PR and marketing are often bucketed together, it’s important to recognise that while they can indeed be complementary, they are two very different disciplines.
PR is about building meaningful connections, telling compelling stories and creating lasting value that resonates with audiences long after they’ve forgotten your latest marketing campaign.
Access Creative College has announced that it will be offering students the opportunity to study for a Content Creation T-Level – one of the first education providers in the UK to run the course – as it continues to lead the way in providing hands-on experience for young digital creators in Bristol.
Commencing this September, the level 3 T-Level, which spans two years, will allow digital media students to gain valuable experience in creating media content across a variety of platforms, including social media, online, video, and print. The course blends theoretical classroom learning with hands-on practical experience and a minimum of 315 hours of industry placement, ensuring real-world exposure – serving as a strong alternative to A-levels and apprenticeships.
Jon Domaille, Head of Bristol Campus said: “We’re so pleased to be able to offer students the opportunity to enroll in the Content Creation T-Level. Bringing this course to city is the next step in ensuring the next generation of talented digital creators have access to the best education to prepare them for the dynamic working world of the creative industries.”
The introduction of the T-Level comes hot on the heels of the successful launch of Access’s Bristol Academy of Visual Arts (AVA), which provides students with an all-encompassing experience of working within the creative industries alongside their studies.
Despite only launching in February, feedback from both students and participating businesses involved in the Academy has been overwhelmingly positive, with students citing AVA and the industry insights they have received so far as both inspiring and confidence boosting.
One of the standout features of AVA has been its partnerships with leading industry players, including Sons of Graham, a professional film and animation company.
Through this collaboration, students have gained invaluable hands-on experience in a state-of-the-art green screen room.
Sons of Graham’s team praised the partnership, highlighting the positive impact of working with Access Creative College students: “Collaborating with Access Creative has been a fantastic experience for Sons of Graham. We loved working in the space and having the extra hands on set. It was a great opportunity to offer guidance and valuable first hand experience to the students. We can’t wait to return for another project!”
Students have also had the chance to attend high profile industry events such as National Careers Week at BAFTA HQ, where they listened to talks from industry professionals like Lauren Layfield (Radio 1, Capital FM, CBBC) and experts from the worlds of short film, animation and gaming. These experiences have given students a better understanding of the creative industries and the roles within them.
Such is the popularity of the Academy of Visual Arts since its launch, that Access has seen a 12% increase in applications and a 32% increase in acceptances to its film, video and photography courses since the Academy launched, showcasing AVA a popular choice for students looking to start a creative career.
Domaille continued: “It’s been fantastic to receive such brilliant feedback from both students and businesses on the Academy in the short time since it began and it’s achieving exactly what we’d hoped it would – providing students with the best possible start to their careers.”
For anyone interested in giving Content Creation a try, Access Creative College will be running a workshop on Wednesday 28th May from 1-3pm and can register your interest here.
Applications for the content creation T-Level are now open, with the course beginning in September. Students looking to kickstart a career in digital media are encouraged to apply.
For more information, please visit: https://www.accesscreative.ac.uk/courses/content-creation/#apply
For a PR campaign to be successful, it requires several things, but above all, it needs to be strategic, creative and data-driven.
Great campaigns come down to understanding your objectives, your audience and your ability to tell a great story, among a few other things!
When building a winning PR strategy, here are eleven things that will take your PR from ordinary to extraordinary.
Before you start executing, you need to set clear objectives for your campaign. Develop a detailed PR plan that uses the SMART criteria (Specific, Measurable, Attainable, Relevant, Time-bound) to define goals that are big and realistic.
For example, instead of setting a vague goal like “increase brand awareness”, set something more specific like “increase social media mentions by 30% within three months of the campaign launch”. This way, you can track progress and show value to stakeholders.
Understanding your target audience is the foundation of any PR campaign. Use tools like surveys, social media analytics and customer data to create detailed personas and better understand your target audience.
For example, if you’re promoting a new fitness app, you might find that your main audience is health-conscious millennials who use Instagram and TikTok for fitness inspiration. This information would then inform your content and channel strategy. Make sure that your key messages are tailored to the right audience and are going into the right places.
A good story is the backbone of any campaign.
It should align with your brand values, resonate with your audience, and be effectively communicated through media relations. Think about the story you want to tell and how it ties in with current trends or societal issues.
For example, you may want to focus on your environmental credentials, leveraging your governance or sustainability efforts. This way, you promote your product and position your brand as one that aligns with your audience’s core beliefs and ethos.
Not all media channels are equal, and what works for one campaign may not work for another. Choose the platforms and social media channels that your audience uses and loves.
LinkedIn might be a more effective platform than Instagram if your audience consists of business professionals. If you’re targeting a local audience, partnering with local news outlets and community organisations might be more effective than using national media.
Once you’ve chosen your channels, focus on creating content that’s tailored to each platform and audience segment. High-quality, engaging content, including social media posts, is more likely to be shared and picked up by media.
Creating compelling content can position a company as an industry authority.
For a B2B tech company, this might mean creating in-depth white papers for industry publications and snackable infographics for social media. The key is to adapt your message to fit the format and expectations of each channel while keeping consistency in your overall narrative.
Timing can make or break a campaign.
Consider industry events, product launches, press releases, and media lead times when planning your campaign timeline. When plotting out your timelines, look for opportune moments in the calendar and be hyper-aware of any periods which may detract from what you’re trying to do.
A good PR strategy also factors in an element of reactiveness when it comes to timing. Recognise that real-world events can have an impact on your efforts. Don’t be afraid to hit pause on your plans should something like this happen. Just because you’ve planned some public relations activity around a certain time doesn’t always set it in stone.
As PR experts, when creating PR strategies, we would always counsel to be reactive to issues at hand. If that means holding fire on a launch moment, so be it.
And finally, set your key performance indicators (KPIs) at the start of your campaign to measure PR success and track consistently. This might be media mentions, social media engagement, website traffic, or lead generation, depending on your campaign goals.
Use tools like GA4, Semrush or Ahref, social media insights, and media monitoring platforms to gather data. Regularly analyse this to see what’s working and what’s not, and be prepared to make real-time changes to your strategy.
Analytics tools are essential for tracking various performance metrics in PR campaigns.
So, those were seven strategic tips for building a winning PR strategy. But here are four more pro tips from PR professionals that can take your strategies to the next level.
If you want effective media outreach, building relationships with media outlets is crucial.
Research media journalists who cover topics related to your industry and familiarise yourself with their work and preferences to tailor your pitches effectively. Nothing puts a journalist off more than an ill-considered pitch.
Develop a list of key media contacts and build relationships with them through regular communication and engagement.
Going beyond this, you can even reach out to key journalists before you’ve even drafted any press releases. Including them from the outset with themes and ideas brings them on the journey; you can tap their industry knowledge and create mutually beneficial relationships this way.
By developing relationships with media outlets, you can increase your chances of securing media coverage and achieving your PR goals.
Collaborating with influencers can significantly extend your business reach.
Identify influential social media personalities in your industry who align with your company values. Partner with them for endorsements, reviews, or joint content creation.
An influencer doesn’t just live on Instagram and TikTok, though there are a lot of them there. The term influencer has become something of an ugly word in recent years as people associate the term with pushy people who get free things. But all an influencer is, is someone with a platform and presence whom an audience trusts.
That could just as easily be an individual on Linkedin as it could be on TikTok or Instagram
Influencers can help amplify your message, increase brand awareness, and drive website traffic. They promote content and build a community. When selecting influencers, consider their relevance, reach, and engagement rates. By leveraging influencers, you can tap into their established audiences and enhance your PR efforts.
Issues management and crisis management are essential for preparing for and responding to unexpected events that can impact your brand’s reputation.
Issues management involves the prediction of potential issues and crises. Crisis management is the steps you put in place to react to said issues. A crisis response should be quick and transparent to effectively manage the situation.
Ensure that you are prepared for any eventuality, so regular training for spokespersons is important for consistent messaging during crises and preparedness with issues management.
Combined, these plans should include protocols, communication strategies, pre-approved messaging, key contacts and such.
Staying up-to-date with industry trends and best practices is crucial for creating an effective PR strategy.
Continuously monitor industry news, research, and developments to stay ahead of the curve.
Attend conferences, workshops, and webinars to learn from industry experts and network with peers. Stay informed about the latest PR tools, technologies, and platforms to optimize your PR efforts.
By staying up-to-date, you can refine your PR strategy, improve your skills, and achieve better results. Keeping abreast of industry trends ensures that your PR plans remain relevant and effective in a constantly evolving landscape.
A successful PR campaign is a combination of strategy, creativity and data-driven decision-making. By setting clear objectives, understanding your audience, telling a compelling story, choosing the right channels, creating content that’s tailored, timing your campaign well and measuring consistently, you can amplify your PR.
Remember, the best PR campaigns are ones that are agile and adaptable. Listen to your audience, be prepared to pivot and always keep the end goal in mind.
By consistently providing valuable content, companies can build trust and credibility with their audience. This trust not only helps in retaining existing customers but also attracts new ones.
High-quality content can significantly boost your SERP visibility, making it easier for potential customers to find you. Also, by giving your audience valuable content you increase your usefulness to them
If you’re stuck on the notion of content marketing, this is how it’s done.
Consistency is key to building a strong brand identity. Ensure that your PR efforts and social media content marketing initiatives are singing from the same hymn sheet.
Start by developing a comprehensive brand messaging guide that outlines key messages, tone of voice, and brand values.
Then hold cross-team messaging sessions and utilise social listening tools to ascertain the kinds of messages you need to develop & ensure these messages are aligned across all your outputs. Consistent messaging reinforces your brand identity and helps avoid confusion among your audience.
Position your executives and subject matter experts as industry leaders through a well-defined content strategy and strategic content creation and placement.
Identify key topics and trends in your industry where your organization can provide unique insights. Then create a content calendar that includes opportunities for thought leadership pieces, such as guest articles, speaking engagements, and webinars.
You could have your CEO write a series of LinkedIn articles on industry trends, which can then be pitched to relevant publications as op-eds. Thought leadership content like this enhances credibility, builds trust, and can lead to valuable media opportunities.
Don’t let positive press mentions gather dust – incorporate them into your content marketing efforts to maximise their impact.
Create a system for tracking and cataloguing media mentions and awards. Develop a series of content pieces that highlight recent press coverage, such as “In the News” blog posts or social media highlights.
You could create an “As Featured In” section on your website homepage, showcasing logos of publications where your company has been mentioned.
Third-party validation, from respected media outlets, can significantly boost your credibility and persuasive power.
You could also seek to leverage user-generated content, like customer-created media, can complement media coverage by enhancing engagement and expanding your brand’s reach through authentic contributions.
Social media marketing is a critical component of coordinating social media strategies for both PR and content marketing. Ensure your efforts are coordinated for maximum impact.
Develop a unified social media calendar that incorporates both PR and content marketing initiatives.
Start by using social listening tools to identify trending topics and conversations where your brand can contribute meaningfully. Create an alignment between the proactive and reactive to ensure you’re always part of the conversation.
When developing a PR campaign, plot out your key campaign moments and creative cross channel activation plans combining content and media. But don’t just leave it to those pre-planned moments, plan for contstant engagement.
A coordinated media and social media approach ensures consistent messaging, regularly engagement which helps amplify your reach across different audience segments.
Original research and data can fuel both PR pitches and compelling content pieces. Consumers prefer learning about products through articles, highlighting the effectiveness of data-driven content.
Identify gaps in industry knowledge that your organization is uniquely positioned to fill. Start by conducting regular surveys or data analysis projects that can generate newsworthy insights. Then leverage these insights in the form of news and content, solely built around your own proprietary data. Don’t stop at written content, think of new and engaging content formats to spin out your findings.
Original data sets you apart as a thought leader and provides valuable, exclusive content for media outlets.
Make your content work harder by adapting it for different channels and formats.
For each piece of content, create a plan for how it can be repurposed across multiple platforms, including video content. Tactics here vary based on the desired requirements, but where possible look to breathe new life into content in formats beyond that of their original form.
You can turn blog posts into social media snippets or longer-form videos and find ways to break up longer videos into smaller chunks that can be activated as previews or teasers. Repurposing content ensures consistency in messaging while maximizing the return on your content investment.
Planning PR activities and content marketing initiatives together ensures alignment and maximizes impact.
Create a master calendar that includes all PR events, content releases, and marketing campaigns. Optimizing content for search engines like Google and Bing should be a key part of this planning to increase web traffic and achieve content marketing goals.
Look at aligning all your critical moments and messages into one unified activity calendar. Timing media releases and news announcements with social content for maximum effect.
When planning a product launch, coordinate press releases, blog posts, social media campaigns, and email marketing to create a cohesive narrative. A unified calendar prevents conflicts, identifies synergies, and ensures a steady stream of coordinated content.
Establish shared objectives between PR and content teams to work towards common targets, considering the unique characteristics of each social media platform. Hold joint planning sessions to identify overarching business goals and how each team can contribute.
Look to develop shared KPIs that reflect both PR and content marketing objectives. Set a joint goal of increasing website traffic from earned media mentions by 20% over the next quarter. Becasue shared goals foster collaboration and ensure that all efforts are aligned with broader business objectives.
Implement a comprehensive framework to track the impact of both PR and content efforts.
Develop a dashboard that incorporates key metrics from both PR and content marketing activities and use tools that can track the customer journey, from initial PR touch points through to content engagement and conversion.
You could track how a press release drives traffic to a landing page, and how that traffic then engages with your content and converts. For example; content marketing examples such as blog posts, case studies and whitepapers can be used to illustrate how metrics like engagement rates, lead generation, and conversion rates highlight the success of your content marketing efforts.
Integrated measurement provides a more complete picture of your marketing efforts’ impact and helps identify areas for improvement.
Break down silos between PR, marketing, and digital teams to create a truly integrated approach by developing a unified content strategy.
Implement regular cross-team meetings and collaborative projects and use collaboration tools that allow for easy sharing of ideas, content, and feedback across departments.
Create mixed-team task forces for campaigns, ensuring representation from all aspects of your business. Becasue cross-departmental collaboration leads to more innovative ideas, better resource allocation, and a more cohesive brand presence.
Integrating PR and content marketing strategies is no longer just a nice-to-have – it’s essential for creating a powerful and cohesive brand presence.
By aligning messaging, leveraging each other’s strengths, and fostering collaboration, PR and content teams can create a synergistic approach that amplifies their impact and drives better business results.
As the lines between these disciplines continue to blur, organisations that master this integration will be well-positioned to build stronger relationships with their audiences and achieve their communication goals more effectively.
By following these steps, businesses can create a solid content marketing strategy that drives profitable customer action and helps them achieve their marketing goals.
A successful content marketing strategy not only enhances brand visibility but also fosters deeper connections with your audience, ultimately leading to sustained business growth.
The diligent amongst you may have noticed that recently an AMBITIOUS TikTok hit a million views. If you were part of that viewership, then thank you!
If not, then before you continue reading this. Stop.
Load up TikTok and take a watch… are you done?
Welcome back.
In this blog, we’ll explore the tactics behind getting more views on TikTok, try to break down and explain the TikTok algorithm, lay down some advice on creating engaging content, and emphasize the importance of producing high-quality videos.
But we’ll also tell you why you shouldn’t just go chasing views! There’s so much more to your content strategy than views and views alone.
A view on TikTok is counted the moment a user starts playing your video. This includes replays and views from both your followers and non-followers. However, keep in mind that watching your own video does not count as a view.
The TikTok algorithm is designed to prioritize engaging content that keeps viewers hooked until the end. Even if a user only stays on your video for a second, it will still count as a view. So, focus on creating concise and engaging content that captures attention right from the outset.
If you want to know how to get more views on TikTok, there is one thing you have to have firmly set in your mind first.
There are going to be videos that fail.
Viral videos are few and far between. But the more videos you create and put out into the world, the more chance you have that they will start to fly. It’s really important to not be disheartened, we know how it can be, time and effort for little to no perceived result can be demotivating.
But the reality is, that TikTok is a particularly inconsistent social media platform. One piece of content on one specific day might sink like a stone. But if you post it 6 months later, you could end up with a quarter million views.
TikTok users regularly bemoan this lack of consistency in viewer figures. It can make it very hard to predict exactly what will perform well. In truth, there is no silver bullet as to how to get more views on TikTok.
So if you want to get more views on TikTok, creating content consistently is key. Additionally, consider responding to TikTok comments with a new TikTok video to drive traffic between videos and boost engagement.
TikTok is a strange place and TikTok views equate more to what’s trending at any given moment in time.
To capitalise on this, create videos that respond to questions from TikTok comments, enhancing engagement and views. That could be a cap-cut of a cat on a witches broom, mini-mic interviews or any manner of oddity.
From trending sounds and popular audio clips to TikTok Challenges and everything in between. Rule number one in your TikTok Strategy; if you want to create viral videos and make the most out of TikTok, then you’re going to want to lean into these kinds of viral TikTok trends.
Once you’ve accepted and leant into the strange inconsistencies that TikTok can throw up, the next thing you need to do is adopt a mentality of testing and learning.
Be experimental with your TikTok account and try different things. If something doesn’t work right there and then, that doesn’t mean it never will. You can also come back to that idea, or particular piece of content at a later date.
But always keep trying new things and focus on creating quality content.
So, how can you create great video content?
On TikTok you have mere seconds to make an impact. So your TikTok videos need to get straight to the point. Focus on creating videos that grab people and keep them engaged. Short, high-energy content with a clear story arc tends to perform best.
TikTok’s algorithm loves content that’s on trend. Whether that’s emerging challenges, sounds and hashtags. By incorporating these into content you can see massive increases in views and engagement.
But remember, it’s not just about jumping on trends for the sake of jumping on trends. You need to make sure that when you’re creating on-trend content, you aren’t doing so at the demise of your own brand voice and message.
Hashtags are the key to discoverability on TikTok.
Our content strategists research and select a mix of trending and niche-specific hashtags for each post. We’ve also found that using popular sounds can increase a video’s reach. Our approach is to create a blend of trending audio and branded messaging to get the most impact.
Building a TikTok following isn’t just about posting great content – it’s about creating a community.
We encourage our clients to respond to comments, join the conversation and even feature user-generated content. This level of engagement not only increases visibility but also builds brand loyalty and authenticity.
Responding to comments with a new TikTok video can drive traffic between videos and further enhance visibility and potential reach.
In our experience, consistency is key to TikTok’s success. We work with our clients to create content calendars that ensure regular and timely posts. This consistency tells the algorithm you’re an active and reliable creator which can lead to your content being promoted.
You can take a data-led approach, with a strong emphasis on TikTok analytics. Monitoring performance metrics for each post will help you understand and refine your content strategies moving forward.
TikTok success is a mix of creativity, strategy and adaptability.
As a PR and content specialist, we’ve seen firsthand how these tactics can turn a brand’s TikTok presence from invisible to unmissable.
Getting to a million TikTok views may not be immediately straightforward, but that doesn’t mean it’s impossible. If you want to bring up your view count while making great short videos for your target audience, then you can follow the tips and strategies outlined above to help you along the way.
But the key to making the most out of your TikTok is to not go arbitrarily chasing views.
Chasing vanity metrics like views is an old-fashioned strategy like trying to put AVE onto PR coverage.
What you need to do is measure the impact your content is having. For example, every time you post a ‘day in the life’ video from one of your employees, you might see a spike in job applications – that kind of impact.
We’re not saying never look at views. You should do that.
But you should be looking at engagement, comments and sentiment. These are the markers that tell you your content has quality, relevance and meaning more so than views.
To make TikTok work for you, you need to strike the perfect balance between what’s trending and what’s right for you. By following these strategies, you’re not just chasing views; you’re building a robust engaged community that can impact your overall brand presence.
Access Creative College has launched the Bristol Academy of Visual Arts (AVA), which will provide students with an all-encompassing experience of working within the creative industries alongside their studies.
The Bristol college, which also offers courses in music, gaming, esports and computing, is developing its media pathways by enrolling students into the new Academy to develop core work-ready skills while studying content creation, film, video, photography, animation, visual effects or graphic design.
The Academy will be based at Access Creative College’s Bristol Campus in Broadmead, offering learners access to industry-grade photography studios, green screen rooms, performance spaces and production pods alongside collaborative workspaces.
The College is now calling on businesses and organisations in the creative industries to join as collaborators with the Academy. Learners have already begun exploring work with existing organisations including Sons of Graham and Mobile Pie, as well as local music festivals.
Academy members will also collaborate with the wider college community to capture content and bring to life the incredible work that students produce on a day by day basis. Becoming a collaborator enables organisations to help shape the college’s curriculum and training, and the professional development of learners, offering guidance to young talent to help them meet organisational needs.
The launch of the Bristol Academy of Visual Arts follows feedback from the West of England Local Skills Improvement Plan, which demonstrated that despite Bristol’s thriving creative industry, many parents lack the understanding of creative employment opportunities across the region.
Jon Domaille, Head of Bristol Campus commented: “Bristol is famous across the world for its creative industry, with the likes of the BBC, Aardman and Plimsoll Productions calling the city home. As the largest independent training provider in the UK, we recognise the role we play in supporting the next generation of talent to excel in their creative fields.
“We’re extremely excited to launch the Academy. The unique opportunity to work on live briefs will not only develop the students’ core skills of communication, problem solving and organisational skills that are sought after by employers both regionally and nationally but will also show them first-hand what a career in the creative industries can look like.”
In addition to earning their Level 2 and/or Level 3 Diplomas in their chosen subject matter, learners will be tasked with forming their own limited production companies – developing their own brands, and service offerings based on skill sets, such as graphic design, content creation, film, photography and animation.
Throughout the academic year, students will then have the opportunity to pitch for and work on live projects set by local businesses across the city, working together to fulfil the briefs while developing their skills in teamwork, collaboration and client relations.
Alongside the live briefs, students will also have access to some of the brightest creative minds from across the region, as well as access to workshops with industry practitioners, and trips and experiences to consolidate, inspire and build upon their learned experiences.
Domaille continued: “Inspiring students through opportunity is at the heart of Access Creative College’s ethos, and through the Academy we’re delighted to offer our students access to some of the top creatives our region has to offer. We’re always keen to expand our network and encourage any business that would like to support the Academy and help us shape the talent pipelines of tomorrow to get in contact.”
To find out more or sign up as a partner or collaborator to the Academy, please contact Jon Domaille on email at [email protected]. For more information about the AVA visit: https://www.accesscreative.ac.uk/campaign/bristol-academy-of-visual-arts-ava/
Bristol’s dBs Institute has announced the programme for Driven By Sound: Sonic Identities, a free one day conference for the city’s music industry and those looking to further careers in the sector.
The conference, which will take place on Saturday 15 February at the Mitchell Lane campus in Redcliffe, will explore the role identity plays in music creation and technology.
From 1pm to 7pm, the afternoon conference will bring together industry experts, producers and academics from the city’s music scene. Featuring a packed schedule of seminars, panel discussions, and workshops the event will examine the creative and technological forces shaping modern music, from AI to experimental songwriting.
With only 100 free tickets available through Eventbrite, the event offers an opportunity to connect with key figures from Bristol’s renowned music scene.
Hannah Phipps, dBs Institute’s Managing Director, commented: “We’re really excited to open our doors to the wider musical and creative community for a day of conversation and experimentation; two of our favourite things to do here at dBs.”
“If you’re not a noise-maker (yet!) or if you’re just feeling curious, our spaces are welcoming for anyone at any level. So, even if you don’t fancy getting hands-on, there’ll be opportunities to sit back and listen, or have a nose around some of our amazing studios.”
The event will open with dBs pro creative director Jay Auborn, who will explore the emotional potential of AI in composition during The Charismatic Composer, alongside composers and engineers from Charisma.ai —the team behind the AI-driven game The Kraken Wakes, which The Financial Times described as “potentially revolutionary.”
Bristol’s vibrant music venue scene will also take centre stage in Building A City From The Grassroots Up, a panel hosted by dBs Institute managing director Hannah Phipps, featuring representatives from Motion, Clock Factory and The Underground.
Closing the day, in the conference’s headline slot, is pioneering Bristol producer Pinch —whose Tectonic label has helped define UK electronic music—will join writer, DJ, and Butterz label manager Elijah for an exclusive In Conversation With session.
Beyond the lectures, panel discussions and seminars, there will be a range of practical workshops covering modular synthesis, graphic scores and vocal experimentation, the relationship between DJing and wellbeing, how to process 3D audio and recordings using Dolby Atmos and blending acoustic and synthesised layers using Ableton Rack.
For more information and to grab one of the final few tickets remaining, visit the event’s Eventbrite page. For more information about dBs Institute and courses available at the Bristol campus visit https://www.dbsinstitute.ac.uk or stay up to date via social media by following @dbs_institute on X, Instagram and TikTok, @dbsinstituteuk on Facebook and @dbs-institute on LinkedIn.
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