The importance of perception and the impact that PR can have to a business’s performance as part of its overall marketing mix, is still enormously underestimated. Maintaining impactful, regular positive awareness can be one of the key success factors for a business, product or service. PR therefore is an essential element of any marketing plan, as it can not only provide beneficial results in its own right, it can also reinforce other types of marketing activity, if integrated well, to generate exponentially greater results.

Effective PR will:

* Raise general awareness
* Create low cost word of mouth referral – probably the most powerful form of marketing
* Generate positive, targeted perception and image
* Help develop the brand image
* Develop “kudos” where required.
* Reinforce and integrate with, other forms of marketing
* Sell more product and services

Market Optimising PR Services

Not just one of those PR agencies
We are not one of those agencies that will produce PR material and distribute to the media just for the sake of producing material to show we are busy “doing PR.”. It is one thing to produce PR activity, it is another to develop PR activity which will get to the target audience and have the desired affect on that target audience. Market Optimising will only ever develop, propose and implement PR activity that has “substance” and will be beneficial to achieving the desired objectives from the activity – which for most businesses is to sell more product and services.

Ad-hoc Work Through to Targeted Strategy and Campaigns
We can work reactively or proactively, from responding quickly to ad-hoc briefs to creating, planning and executing well thought out PR plans and campaigns over a period of time to developing and launching high impact launch activities. Fees can be arranged on an agreed retained monthly basis where clients want an on-going consistent and constant service, or on an ad-hoc basis, where the fee will be arranged on an individual project basis agreed in advance, be it  press release distribution or a launch campaign or event.

Business Understanding and Commercial Creativity
We forge close relationships with our clients, to fully understand their brands and products and services. We will apply both commercial analytical and creative skills to develop high impact PR activity and campaigns that will generate increased awareness, brand image and customer demand “pull.”

PR Maximisation
We also ensure that the PR activity will reinforce, support and integrate with other forms of marketing activity you may be doing, from internet to press to radio and TV. In particular, PR activity is very powerful when integrated with the internet, which is an area that is heavily underutilised in PR, but which we are experts at with our specialist internet marketing division.

PR Measurement
Traditionally in the PR industry, AVE (Advertising value equivalent) has been used to determine the effectiveness of PR activity. I.e. calculating the cost of the editorial space obtained as advertising rates. This is a very inadequate form of measurement, as it fails to assess the quality of the coverage produced. Plus PR is much more than just about media relations. PR covers a wide range of activities other than just media relations per se and we would use the most appropriate mix that we think would generate the best results within the budget. However, we can put measurement methods in place such as:

• Point scoring coverage: this works on the basis of communicating key messages, use of spokespeople, favourability of tone and voice and inclusion of calls to action

• Anonymous media audits: conducted periodically to gauge the attitudes of journalists towards your product, brand, or service and also of your competitors.

• Consumer research such as surveys and focus groups to assess the success of an event and test PR messages and brand awareness.

Our services include:

• High impact PR activity with substance!
• PR strategy and planning
• Broadcast press releases and distribution
• Articles targeted to specific media be it press, radio, TV, other
• Internet PR maximisation
• Advertorials
• Newsletters and affinity loyalty communications
• Local, regional and national media campaigns
• Feature research and submission
• Events, launches, campaigns, seminars, customer viewings
• Testimonials
• PR activity maximised through integration with other marketing activity
• Large network of top media contacts, influencers and business leaders

Market Experience
Across our team we have a wide breadth of experience across most market types:

• Retail
• Fashion
• Travel, holidays and leisure
• Sports and fitness
• Hotels, restaurants and entertainment
• Property
• Consumer finance & insurance
• Telecomms, IT and computers
• Business to business products and services
• Professional services: law, accountancy
• Medical
• Government
• Charity
• Marine