Event | 22 Sep 2021

What Makes Great PR?

Posted in PR and Communications, Top tips, Tools & Advice, Learning, Events,

On September 22nd The Work Crowd hosted a panel event, joined by PR experts from some of the UK’s leading brands, to discuss best practice PR, tips to amplify your success and potholes to avoid.

The role of PR in strategic marketing communications has undergone tremendous change.  As businesses focus on digital communications with the delivery and expectation of robust data, PR has had to reconfigure its place within a marketing communications toolbox. 

However, there is a huge value for creative PR and story telling. When PR campaigns work well, the impact can outperform all paid marketing activity combined! But what makes great PR? How do you curate a powerful story and ensure it lands with the media and influencers you need to engage? What are the magical ingredients for delivering an awesome PR campaign and crucially what should you avoid to enhance success?

Alice Weightman, co-founder of The Work Crowd chaired the panel featuring:

  • Gaby Jesson - a PR Director with over 20 years’ experience working with brands including Nike, Coca Cola, Nokia LG Mobile, Westfield and Sweaty Betty.
  • Joan O'Connor - Head of Brand & Corporate Communications, Subway EMEA and prior to that time was PR Director for Europe Coca Cola.
  • Zaiba Malik - Director, Coppergate Communications, specialising in reputation, issues and crisis management and media coaching worked with clients across many sectors, including Shell, Primark, Coca-Cola European Partners, Pret A Manger, TSB, and John West. 

Feel free to view the recording here for all the insights and key take-aways discussed.

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