I am often asked if I specialise in a particular area of PR. The simple answer is no. Although there are definite common threads to some of the PR carried out by Phillips Profile, there is no specific industry in which we work.
Our area of expertise is PR.
Much of this comes down to media relations. We know how to approach journalists, and, vitally, how not to. A great deal of PR is about knowing what will appeal to the media, what makes a story news. This is true across all industries.
There are two key elements that work together in the PR we do. Although we immerse ourselves in a new client and understand as much as we can about their work and business, at the same time we remain the outsider, enabling us to have that vital perspective required for PR. Our clients sometimes become so absorbed in their company that they cannot see the wood for the trees. We are often able to tease from them an interesting story, that they had not even realised was news. An external point of view is a great advantage in this situation.
The journalists too know that they will be able to capitalise from our expertise. When they commission an article through Phillips Profile, they know it will be well written, targeting the right audience, informative, and not just trying to work as a sales tool. They know that they can trust our work and will often come to us first, knowing we understand the meaning of a deadline when you have a magazine going to print.
There are PR agencies that trade based on their little black book of journalists. Granted, with the multitude of clients and industries shared among the backgrounds of the Phillips Profile consultants, we do have a great deal of media contacts, but we focus more on the transferable skill of PR and our abilities to generate coverage and raise profiles. Knowing the journalists is not enough on its own to gain editorial space. Not having clients in the same sector also avoids any conflicts of interest.