THE YOURS . SINCERELY BLOG

Finding opportunity in uncertainty: How B2B brands can adapt their marketing plans in the current climate

Business as usual?

What is “business as usual” in the time of social distancing?

The Coronavirus has changed the way we work, and British businesses are facing novel challenges. Many are seeing their marketing spend slashed, events calendars turned on their heads and sales processes called into question. In the B2B space, the lack of in-person communication from life in lockdown looks on the surface to be an unshakeable hurdle.

Nevertheless, there are opportunities here.

To quote Petyr ‘Littlefinger’ Baelish from Game of Thrones (remember that?)

“Chaos isn’t a pit. Chaos is a ladder”.

In our last blog, we discussed the importance of agility during this trying time.

As the situation changes and the news unfolds daily, the best thing a business can do is seize the moment, assess their strategies and pinpoint potential opportunities for improvement.

Problem: Your marketing budgets are being slashed

If this sounds familiar, you aren’t alone. The intense uncertainty created by COVID-19 has affected businesses across a range of industries, causing many to strip back spend to keep the lights on. Losing a large portion of the budget you had carefully earmarked for key campaigns is a hard pill to swallow.

Solution: Now is the chance to focus on what gets results.

Efficiency in marketing is key to driving growth and creating a predictable revenue generation model. If your marketing budget has been one of the casualties of COVID-19, now is the perfect occasion to cross-examine the efficacy of your marketing spend.

Implementing a test & learn mantra into your marketing team can breathe life into disjointed digital ad campaigns, or poorly performing landing pages.

Once the business landscape moves towards some semblance of normality, your marketing activities will be much leaner, and hopefully more capable of scaling up once budgets are back up and running.

Problem: All events have been cancelled

If events play a key role in your marketing strategy, there’s a good chance you’re now looking at a calendar punctuated by question marks and colour-coded cancellations. How will you increase visibility with your target audience when you can’t get in front of them through conferences, exhibitions, presentations and workshops?

Solution: Take this time to fully embrace digital events

Most marketing professionals will have been burnt at some time in the traditional events space. Costs can spiral out of control and return on investment can be difficult to calculate. 

Ever since the Prime Minister announced that large gatherings were to be banned, businesses have had to tear up their well-crafted event plans and pivot to a strictly digital calendar. Given the current state of the nation, now is the perfect time to embrace this new marketing channel until restrictions are lifted.

Where the ROI on traditional events can be difficult to measure, taking events online allows for total trackability on spend and value. Better yet, digital events can be recorded, edited, and shared across other marketing channels, greater amplifying your message and growing your brand recognition.

Problem: Your sales collateral requires in-person presentation

Countless marketeers have been guilty of creating sales collateral that probably needs collateral to even interrupt it. A savvy salesperson can talk to the collateral and keep the sale on track, but in the absence of in-person presentation, businesses are quickly realising now is the time for a content overhaul.

Solution: Use this time to improve collateral so that it speaks for itself

Creating impactful marketing & sales collateral not only benefits sales at the bottom of the funnel – they can also greatly increase leads at the top of it. Collateral that can speak for itself is known as a “lead magnet” and can be an excellent way to capture new leads.

Collateral that is easy to understand and can solve a problem for a potential customer is an excellent sales tool to whet the appetite of new business, and can be distributed on landing pages, social posts and e-mail campaigns.

The more accessible your collateral, the more likely your prospective clients are to refer back to it as a helpful resource and keep you front of mind.  

Problem: You aren’t having enough face-to-face meetings with prospects and clients

Face-to-face meetings have been around since the dawn of modern man and are still one of the most efficient and sincere ways to get new business and build relationships. COVID-19 has interrupted the very building blocks on which business is built on, and “nice to e-meet you” is not going to cut it moving forwards. When it comes to human interaction – now is the time that you let your brand do the talking for you.

Solution: Take advantage of social media to create a community around your brand

Social media has long been the cure for businesses in desperate need of an injection of character. Twitter, YouTube, Instagram, Facebook and LinkedIn are all excellent marketing channels to create a dialogue and engage your customers while they are currently locked down. Sharing video content, infographics, giveaways and blog posts are all easy ways to rejuvenate neglected social communities and start a conversation around your brand.

How can businesses introduce agile marketing over the coming months?

Coronavirus has undoubtedly caused a huge shift in consumer behaviour and businesses are feeling the effect on a global level. But while these are testing times for business, it’s sensible to look at adapting your marketing strategy to potentially lessen the impact. Admittedly, in all the doom and gloom it can be difficult to see the business opportunities. However, the reality is, that certain companies will be well-positioned to benefit in the behavioural shift we expect to see.

In the B2B space, almost all in-person interaction will be on hold for a while – but this doesn’t mean businesses have to shut down. Instead, you must ask yourself where your clients and potential business have moved to. We have spent decades building a hyper-connected online community for people to work irrespective of location – and as a result, the answer for most will be they’ve moved online. 

Working from home, people will be spending significantly more time on their laptops, checking their emails, scrolling down social media channels and reading industry news. This is a real opportunity to invest your time and money in keeping your audience engaged on these digital channels, as well as capitalise on the highly engaged audiences from your previous digital marketing.

An agile marketing strategy

Put simply, an agile marketing strategy is measured on your business’ ability to adapt quickly and tailor your strategy in response to wider change. In the current climate, it involves taking a step back and a close look at what you already do and where your current marketing efforts are focused. Are there any areas which will now have limited impact and can be put on hold? What aspects of your marketing strategy can be amped up to drive further engagement with an existing audience, and what aspects of marketing can enhance your strategy in this period? To make things easier, we’ve compiled a list of how we predict the marketing landscape will change in the next few weeks and how your business can adapt effectively. 

An appetite for content

Seeing as there will now be little face-to-face interaction, the appetite for content as well as the size of the existing audience will increase rapidly. This is a great opportunity to adapt your content strategy. Perhaps there is room to enhance your SEO strategy or mix in additional content, such as thought leadership, that will make up for the time lost face-to-face. Not only will this reassure your clients that it is business as usual but it will keep future business engaged with your brand while physical  meetings are off the cards. 

A transition to digital

shift towards a digital-first approach will mean more people will be spending more time online. This is a huge opportunity to take your digital marketing efforts to the next level and drive engagement across email, social and site. But first, it is vital to understand where your audience is located digitally. For B2B businesses, this will likely be LinkedIn but also their inboxes. Email is already the main point of contact, but with remote working set-ups, people will be checking their inboxes more regularly. This is an opportunity to deliver your best email campaigns yet, or test aspects of previous creatives to optimise future sends.

There is also potential to move spend from elsewhere in your marketing budget to paid social. This is a great way to strengthen your social presence, target the right people and stay at the forefront of their mind during this time. 

Internal comms

Whilst often overlooked, it’s vital to keep your internal team engaged. Social isolation doesn’t have to mean total isolation. There are many creative ways you can check-in with your team to sustain communication and keep up motivation levels across the business. This could involve regular video-call meetings, sending out team comms more regularly and recognition of individuals who have proved themselves during this time. Dedicated channels to social office banter (such as Slack) are also an effective way of keeping up morale and keeping inboxes focused. Video calls are great for checking in but the more creative you are, the better – your team will notice! 

Equally, your team’s mental health is super important at this time. Make sure you’re checking in to ensure they’re not feeling isolated and to monitor how they’re dealing with anxiety around the virus. 

Take time to evaluate your current marketing strategy 

Often we can get so wrapped up in the day-to-day of running the business, we can forget to take a step back and have a look at what’s working and what’s not. However, with the time saved from the commute and business meetings, this is an opportunity to re-evaluate your strategy:

What has done well in the last year? Which channels are performing? What is your social presence like compared to your competitors? Does your content cover the key themes you want it to? How could you amp up your email campaigns? Could your tone of voice be more consistent  across the business? 

These are really important questions to ensure your marketing strategy is the best it can be and can easily be neglected with the demands of everyday business. 

These are trying times for businesses, but, we truly believe there’s an opportunity for you to re-tailor strategy, shift channels of communication and maintain effective engagement with your business – and possibly even  increase it. Coronavirus has reshaped how we communicate in the business space, but we are now more digitally connected than ever before. Your ability to cope as a business will significantly rest on your understanding of where your audience has moved to and how you target them online. 

Do and don’ts when pitching to the press

Perhaps you’re a well-established business seeking investment and need a public relations agency to take your media outreach to the next level, or you’re a start-up and want to do more to amp up the noise around your brand. Whichever stage you’re at, both require a close understanding of what journalists are looking for, and the inside knowledge of how to pitch to the press correctly. Public relations can be a long, hard process – devising a release that grabs attention, finding the relevant journalists, pitching to the right media platforms and following up. However, there are some key dos and don’ts to bare in mind to ensure your pitch cuts through the noise and delivers the targeted news coverage you want.

1. Don’t tailor your pitch to publications, find relevant journalists

This is a big one, but irrelevant press releases are still a common complaint by those in the media. The last thing any journalist wants is to receive a pitch on a topic they have never written about, or even worse, an auto-generated message which has been sent to a huge range of publications on a media list. They will undoubtedly see through it. The best PR pitches will be tailored to the background of the journalist, and later, the concerns of the larger media platforms they work for.

A mass mailing will water down the story you are pitching, and subsequently the coverage that follows. Journalists will often want exclusivity on stories, and online saturation of your news will dilute their version of your news in search engine results. You want to find journalists that have a lot of pull with a niche audience, and your PR staff or agency should operate with a media targeted distribution list that takes into consideration the specialities of a particular writer.

2. Don’t puff up your press release – be concise and stick to the facts 

It is the journalist’s job to write the story and select what to feature, so it’s in your interest to avoid wasting time by writing your release in prose, and instead, stick to the facts. Focus on communicating across the Five W’s: who, what, when, why and where. This will make the journalist’s job a lot easier as they do not have to sieve through to locate the facts. An effective pitch to press will include an intro, why you’re pitching to this specific journalist, the story (think about why it’s relevant, why it’s newsworthy and why it will benefit the journalist to cover it), ask for their interest level and include how to reach you. The journalist will take it from there. 

3. Do give them plenty of lead time and consider their workload 

Waiting until the last minute doesn’t work for most journalists. If you have a big news story, it is a good idea to give the journalist a heads up, allowing them to make time for your release. This can be done informally through email or via embargo, whereby you give the details ahead of time but restrict the journalist from making it public until a certain date. 

Journalists work full time too and a quality article can take a day if not longer to write. Giving them plenty of lead time will ensure your news is covered and covered properly. The writer will also appreciate your consideration, strengthening the relationship for future pitches.

4. Don’t use another publication’s coverage as a news hook  

News Hooks are a great way of strengthening your pitch, but journalists don’t want to hear another publication beat them to breaking your story. If anything, it is a turn off. They will have wished you contacted them first and will move onto the next story. Instead, be strategic and link it to a wider conversation in the news.

5. Do build a rapport with journalists before pitching 

Journalists are people too and people respond best to people. Before you pitch to them, it’s important to engage with them and build a relationship. 64% of writers think it’s important to establish a personal connection before pitching.

Successful media outreach is all about relationships. Whether you reach out to them on social, via twitter or LinkedIn, or invite them for a coffee, your best chance of coverage will hinge upon your relationship with them. You will be able to pitch news they’re actually interested in and they’ll be more inclined to read your pitch and cover it.

6. Don’t just sit back after the story is covered

Once an article has been published about your company, product or service, use your platform to increase its reach. Post a link to the story in your News section online or craft a blog post about the article. Alternatively, update your social channels with the coverage and get your following engaged in the story. Press coverage is way more than just that; it’s a talking point, an opportunity to shout about your company, so exhaust it in whatever way you can. 

Equally, make sure your relationship with the journalist doesn’t end there. Follow up with a courtesy email as well as details on where you have chosen to share it, and ask for a list of upcoming news topics that you could be interested in pitching for. 

Increasing your press outreach is a great way to take your business or start-up to the next level and build the reputation of your brand. But, public relations is no easy task, and one purely based on relationships. So if you follow some or all of these tips, you will find your communication – and all round relationship – with the press will improve. Likewise, if you’re on the lookout for an PR agency to ramp up your press coverage and start shaping external perceptions of your organisation, drop us an email or give us a call. 

YOURS . SINCERELY, the team

2020 is going to be an incredibly exciting year for us at YOURS . SINCERELY. From new office plans, to delivering some big projects, and getting great results for our clients, we can’t wait for what the year has in store. But what better way to kick-off our 2020 blog, than by introducing our fantastic, and always growing, team who fuel the agency on a day-to-day basis.

Amy

What do you do at YOURS . SINCERELY?  I’m one of the founders. I’m working to grow the business, make sure we create a strong culture for our wonderful team and keep our lovely clients happy

Favourite part about role? Seeing the team grow and develop is right up there, a happy team leads to happy clients in my view

What do you thrive at? I’m a huge perfectionist which sometimes can be frustrating but I think I thrive at ensuring the quality of our work is consistently of a high standard. I also love crafting messaging for businesses, pouring over words and flow and making sure we bring brands to life through our content

What inspires you OR what’s important to you? Driving our values and culture are my biggest passion. I’m inspired by our team and our clients who are often brave, breaking new ground in their sectors and keeping us on our toes

How would you describe YOURS . SINCERELY in 3 words? Flexible, honest, ambitious

Dream client? There’s no such thing. . . . I’ve previously worked on brands that, as a consumer, I idolised but getting under the skin of them ruined that magic. The truth is the dream client is more about behaviours and attributes, such as how much they view you as a partner, how collaborative and challenging they will be, how you celebrate the wins and work through the lows

Most useful work tip? Do the hardest thing first in your day.

Dom

What do you do at YOURS . SINCERELY? As a founder, it’s important to me that everything is working well and everyone we work with is getting exactly what they need, when they need it. It’s also incredibly important that the team is happy and we are really living our values

 Favourite part about role? The variety

What do you thrive at? Doing fifteen things at once. Also, I love the creative side of things and coming up with crazy campaign ideas

What inspires you? Is it too boring to say results? Ok, results. But also wine (ideally with bubbles in it from the North of France)

How would you describe YOURS . SINCERELY in 3 words?  Somewhere I love to work

Dream client? All of them!! But seriously, it’s also about the personal relationships and working with people you love to work with. We are very lucky with our clients in this regard

Most useful work tip? Do what you love. And work with people you genuinely like. It’s not quite true that you’ll then never ‘work’ a day in your life, but at least you’ll have fun on the way.

Liam

What do you do at YOURS . SINCERELY? I am an Account Manager, and I am the first and main point of contact for the accounts I work on. I provide consultancy to clients, while developing PR plans and ensuring all planned activity is completed

Favourite part about role? The variety of working across a number of different clients in different sectors. You have to be aware of the media landscape and news agenda across a wide range of topics, making sure you know how to best advice your clients

What do you thrive at? I like to think I have a nose for a good story. I can spot a gap in the media to where a client could fit and get to tell their story

What inspires you? I love to travel. I have been fortunate enough to travel a fair bit in my life so far, but am always on the hunt for the next destination.

How would you describe YOURS . SINCERELY in 3 words? Energetic, honest, varied

Dream client? Glastonbury or Chelsea FC

Most useful working tip? Always read the morning news

Beth

What role do you do at YOURS . SINCERELY? I’m a Junior Account Executive and support the team to ensure we meet and exceed clients’ expectations in the delivery of their marketing and PR strategy, with a big focus on social media and email campaigns

Favourite part about role? I like how much my role changes on a day-to-day basis. One minute I’m scheduling the social for a visual effects studio, and the next I’m drafting a newsletter creative for an award-winning Fintech app. I’m always learning something new or getting my head into an aspect of comms I’ve not done before

What do you thrive at? I’ve always been a writer and really enjoy getting my head into a piece of content for a client. However, at YOURS. SINCERELY, I’ve also discovered my eye for digital marketing and ability to see a campaign through from the creative process to reporting

What inspires you? History. I love a bit of social history and reading about how people have rallied together to make positive change. Second, would have to be fashion

How would you describe YOURS . SINCERELY in 3 words? Fun, driven, people-focused

Dream client? ASOS or a charity for disadvantaged young people

Most useful work tip? Write a list for everything.

Hollye

What do you do at YOURS . SINCERELY? I’m an Associate, so I lead day-to-day activity on accounts, develop a strong working relationship with our clients and make sure we’re delivering exactly what’s expected.

Favourite part about role? We have such a huge variety of clients from national charities and flood modellers to special effects companies so every day is something different. You get to immerse yourself in a range of different industries so I’m always learning something

What do you thrive at? I’m a former journalist so I love to write and chat! Building client relationships is also really important to me

What inspires you OR what’s important to you?  I’m a mum of two young kids, so it was always really important to me to work somewhere that shared my values around flexibility and work/life balance. The culture at YOURS . SINCERELY is completely unique and genuinely puts the team first

How would you describe YOURS . SINCERELY in 3 words?  Fun, flexible, different

Dream client? I worked with Channel 4 leading the campaign to promote their coverage of the London 2012 Paralympic Games and they were incredible – they had a clear sense of brand direction, they were brave, unafraid to challenge the status quo, and they trusted us as an agency to deliver what was right. And most importantly, I really felt like we made a difference with the campaign, changing public perception of disability

Most useful work tip? I love a good list, so my tip would be to keep track of daily jobs with a detailed to-do list. It gives you a sense of satisfaction when you can tick things off and makes you feel like you’re getting somewhere. And with big projects or tasks, break them down into smaller sections so they feel less overwhelming.

Want to join our wonderful team? We’re on the hunt for the next recruit to join our adventure with us! Drop us a line at careers@yourssincerely.online

Our 2020 industry predictions: back to reality

2019 has been an exciting time for media, but what trends can we expect to dominate in the year ahead? While there is a lot of uncertainty, we wanted to share our thoughts on what we predict will impact the marketing landscape in 2020 and beyond. 

The growth in digital media over traditional offline sources has transformed the marketing landscape and it is set to continue into 2020, with 84% of marketers planning to increase spend on online video and 70% planning to increase their social media budget. However, in a world of fake news, consumers are yearning for authenticity that hasn’t been digitally manipulated. We predict 2020 will see many online-first and socially-led brands return to their authentic messaging as they seek to redress the balance between the quick-fixes of performance marketing and long-term brand building. This re-balancing will likely take many forms across the industry, but these are the key shifts to watch out for:

Return to traditional brand-building methods

Many businesses will return to traditional brand-building channels to facilitate a closer connection with consumers. For example, Mozilla (who owns the Firefox browser) revealed it cut digital marketing spend by 10% and committed more money to offline marketing efforts, such as events and content marketing. Similarly, brands like online giant, eBay, are re-balancing their media spend in favour of more traditional brand-building outlets. For these names, diversifying a predominantly digital media spend is becoming a powerful way to cut through and amp up the momentum of their marketing.

More real-world experiences

For brands that have been built exclusively online, a broader marketing mix that incorporates offline is growing as an attractive prospect. For example, since fast-fashion disruptor Missguided agreed to store in Selfridges, the brand has opened standalone spaces to help grow and engage with their already huge online following. Likewise, it was a similar story for US eyewear retailer, Warby Parker, that now has over 100 stores. People have an affinity for brands with whom they have had real-world interaction, so there is a real benefit to be had by offering customers this. 

Pop-up stores 

However, not all companies can achieve that scale. As a result, many businesses will experiment with pop-up stores. This has been a big trend for brands pushing sustainability, a key example being Hellmann’s pop-up kitchen this summer which encouraged people to create mayo-orientated recipes with their left-overs. AiNZEL cosmetics also wanted to spread their message of minimal waste, launching the Lip Lab pop-up shop in London where customers could choose their own lipstick shade and have it made in just 15 minutes.

Integrating digital with offline experiences 

It’s also likely that marketers will be looking for ways to combine their digital efforts with immersive offline experiences, such as product launches. ‘Usage experience’ is the third most effective touchpoint for generating brand impact, so it’s right marketing should focus on enhancing these moments. Social media means these individual events have a far wider reach than before, making them highly effective when designed to be shared this way. 

So what will this mean for marketers in 2020?

Whilst we have yet to enter a ‘post-digital age’, brands will certainly be looking to balance their digital dependence with ‘real-world’ marketing methods. Online channels can be an invaluable tool for locating a target audience and delivering messages en-masse, but marketers will have to be careful to not overlook the importance of a consistent brand voice and a powerful creative message. 

The Four Day Working Week – a reality or fantasy?

The work-life balance debate has raged on for many a year now, but probably never more so than now. An increased awareness around employee mental health and wellbeing has once again pushed the debate of a four day week back to the top of the news agenda. 

With the upcoming General Election, Jeremy Corbyn and Labour are pushing a nationwide four day week as one of their flagship policies, to much dismay to many in other parties. It is no secret that many businesses simply don’t require as many working hours anymore. The rise of technology and process automation has allowed for this change, and this trend of reduced hours has already been adopted by many in Europe, with The Netherlands and France leading the way. 

But is a four day working week the key to true work-life balance? Does everyone want a three day weekend? And can employees really achieve the same amount of work in four days instead of five? 

A new idea? Not really…

The idea of a four day week is not the new, forward-thinking and employee conscious concept many may think it is. As early as 1930, famous British economist, John Maynard Kenyes predicted a 15-hour working week within 100 years, due to industrial processes becoming increasingly time and cost effective. 

Although the idea of a shorter week has been around for close to 90 years, no country took any action until France in 1998, reducing standard hours from 39 to 35 hours. Since then, The Netherlands have been widely credited with leading the way, with an average work week of 29 hours. Coupled with passing laws in 2000 to protect and promote work-life balance, entitling all workers to fully paid vacation days and maternity and paternity leave. 

Put into practice 

In more recent times, The Perpetual Guardian, an estate management firm in New Zealand, began trialling the shortened week at the end of 2017, aiming to establish both pros and cons of the move. After the initial three month period, the CEO Andrew Barnes reported productivity increases of 20 per cent, a rise in profits and reports of greater employee wellbeing, commenting; “This is an idea whose time has come. We need to get more companies to give it a go. They will be surprised at the improvement in their company, their staff and in their wider community.”

Since then, Microsoft in Japan also made the same move in August this year. The shortened weeks led to more efficient meetings, happier workers and productivity was boosted by 40 per cent.

There is no doubt the idea and implementation of a shorter work week has its clear benefits, including: 

  • Rise in productivity 
  • Better use of time
  • Employee satisfaction 
  • Staff wellbeing 
  • Higher staff retention 
  • Team building and morale 

One size doesn’t fit all

Of course, if the concept of a four day week was all positive we would see companies all over the world making the move. However, that is simply not the case. The obvious one, and the one being thrown at Corbyn and Labour in response to this pledge, is the NHS and healthcare. This move is not for everyone, and it is not as easy as simply shutting the office on a Friday; careful considerations and plans must be made. 

There are of course drawbacks, such as: 

  • Risk of service levels dropping 
  • Not all industries able to participate 
  • Negative economic impact 
  • Un-utilised labour 

Whether a four day week does ever materialise en mass, either as part of government policy or with large numbers of businesses choosing to make the move, each business will need to review its individual way of working and client expectations. 

As a creative agency, we have discussed the possibility of making this move. We believe our staff would thrive given the opportunity, and our clients would continue to see service levels and results exceeded. A business is only as successful as its people and its culture, and we believe the move to a four day week could be the key to true work-life balance. 

Is the future of PR outside London? 

London has been at the heart of the PR industry and home to the UK’s leading creative talent for decades. It is a communication hub linking agencies and businesses from all over the globe. However, with the growth of tech and top-quality talent moving outside the M25 (especially to the South West), isn’t it time we started recognising and exploiting opportunities elsewhere? Increasingly today, the key differentiator for clients is no longer location, but the talent and passion of the agency they work with – and this can be sourced nationwide. 

Quality PR is hugely reliant on the ability of the industry to harness the best talent. However, as graduates steer clear of rocketing London prices, and experienced marketing and PR professionals opt for a slower pace of life outside the capital, there is a danger of missing out on this talent. Stats show graduates are increasingly choosing to start their careers in cities such as Manchester and Bristol, with the latter being named the fourth best city for graduates. Its quick links to London and top-quality talent pouring out of the university mean agencies have a huge amount to exploit. It must be in our interest to appeal to these new entrants and facilitate jobs for experienced professionals across the UK. 

Not only this, but technology and accessibility to clients and media has moved on. While traditional press will always form a large chunk of PR, there is no longer the need to network with journalists everyday. Media relations tools have dramatically changed how we source coverage, and advances in technology mean we can check-in with clients from anywhere in the world.  As a result, businesses are far more willing to shop around outside London. For most brands, the key factor when deciding on an agency is the combination of skill set and fit – an agency should feel like an extension of the business. They want an agency that will be proud to work for their brand and if that means working with someone outside the M25, this is no longer an issue. 

Big consultancies in London are under constant pressure. This can sometimes leave smaller businesses frustrated with the lack of service by larger London agencies, who might prioritise their bigger retainers. For these smaller enterprises, regional and more focused agencies can be more suited to delivering exactly what they need and give them more bang for their buck. 

Cost also comes into play here. Budgets stretch much further outside London. Salaries are lower as well as rent, meaning fees can be too. This allows clients to source award-winning PR often at a cheaper rate, while also feeling more prioritised and serviced. 

To thrive, we must open ourselves to opportunities nationwide. The future of the UK PR industry rests on our ability to recruit the right talent and adapt to the changes currently happening. If we learn to embrace these changes, we will move in the right direction to fuelling and investing in the future of PR regardless of location.