In recruitment, reputation is everything. While agencies face several potential existential threats, such as downturns in the economy or broader market changes that are largely out of their control, one risk they can manage is the impact of a crisis. More specifically, how they respond in the aftermath of one. That makes it even more concerning to find that the vast majority of agencies have no plan in place to follow after the worst eventualities take place, and are therefore leaving themselves exposed.

Having an optimised employer brand is essential for any firm looking to engage target candidates and secure key skills ahead of its competitors. Several elements contribute to the external perception of a company as an employer, but while to many PR is often more closely associated with maintaining corporate reputations or boosting investor confidence, it can also be applied to help businesses recruit.

One of the more common questions we’re asked as the leading marcomms agency for the recruitment, HR and talent management sectors is ‘what’s the difference between PR and marketing, and do I really need both?’ This is a valid query, particularly at a time when budgets are being slashed and internal teams are being asked to do more with less.

In today's competitive recruitment landscape, agencies face a critical challenge: 73% of job seekers report that job hunting is a stressful experience (NorthOne). For recruitment agencies striving to attract top talent and serve their target audience effectively, the application process requires strategic rethinking. How can your recruitment firm stand out to both candidates and clients while reducing this friction?

What Are PR & Media Relations Workshops? Our recruitment PR & media relations workshops provide recruitment professionals with essential tools and expertise to excel in their marketing roles, helping recruitment agencies optimise their PR and brand awareness activities during challenging economic times.

SEO isn't just about Google anymore. And honestly, it hasn't been for a while. When AI can sum up your carefully crafted content in seconds and serve personalised answers right in the search results, what's left for us? Well, two things really matter in 2025:

In uncertain economic times, investing in your brand's PR and visibility should be a top priority, not an afterthought. Gaining a consistent media presence and standing out from the immensely crowded recruitment landscape are key competitive advantages as we head into the challenges of 2025.

As we head into the new year, hiring firms across the UK are adjusting to potential economic pressures, new priorities and a changing talent arena. To drive better results in what could be a challenging environment, many are readjusting their communications strategies for the coming months. This evolving environment is why we launched a poll recently across our social media channels that looked to identify what firms were prioritising when it came to marketing and PR in 2025.

Worried about AI encroaching on your territory? I understand. With all the buzz about artificial intelligence transforming hiring, you might be questioning your agency's future relevance. But here's the reality - with a savvy PR strategy, you won't merely weather the AI revolution, you'll flourish in it.

One question we get asked a lot is ‘why PR?’ It’s a good question – for a typical buyer, usually a marketing or business leader – there are an abundance of ways that you could spend your, possibly fairly limited, marcomms budget, and there is a lot to do.

Elon Musk is never far from the news, and not always for the most positive reasons. This is why it was a surprise to see the Tesla and PayPal founder letting his only public relations employee at X depart earlier this month. But what impact could that have, and why is PR a must-have in the modern day?

We live in a significantly more interconnected world than at any other point in history and sectors like recruitment are becoming increasingly crowded. This makes communicating with your audience and standing out, key. It may have been possible to rely solely on word-of-mouth and your network in the past, but it’s certainly not now. So, with that in mind, how do you communicate effectively with your target audiences?

As a communications professional, you quickly learn that there are some major PR ‘own goals’ to avoid when launching any campaign. To put it mildly, if you mess up your key interactions with your audience – no matter who that is – it will likely have a detrimental impact on your reputation and your ability to convert or win over that potential customer further down the line.

Get ready to challenge what you thought you knew about PR and equip yourself with the truth.

If you're new to the world of PR and looking to raise your business profile in the B2B (business to business) space, you might be wondering just how effective B2B PR can be for your firm. The truth is, when done well and done properly, B2B PR strategies can deliver fantastic results and be hugely effective for any recruitment firm. However, the challenge lies in getting it right from the start. In this blog post, I'll explore some actionable tips to help you make B2B PR work effectively for your recruitment agency.

Are you a recruitment agency looking to build and promote your brand? Public relations and marketing are two important tactics that can help you achieve your goals. But what are the differences between the two, and how can you combine them to create an effective strategy?

ChatGPT is all the rage right now, with many marketers excited (76% according to my LinkedIn poll) about the prospect of AI but a few feel threatened by it.

In today's job market, one of the biggest hurdles recruitment firms and internal recruiters both face is attracting talent.

The concept of ‘word of mouth’ reviews has changed dramatically now that the internet is an integral part of our lives. Years ago, disgruntled clients and candidates would express their dissatisfaction by telling their friends and colleagues. Now, they tell the world via a frustrated tweet, withering LinkedIn comment or damning Google review. The speed at which these comments can be shared means that your business can suffer widespread reputational damage, which is why it is important to manage them with care. Just Google 'viral negative reviews' and you'll be amazed by how many results you get. So, if an unhappy client or candidate has left your agency less-than-glowing feedback, what can you do?

It goes without saying that companies expect their PR agency to secure great coverage on their behalf. Whether that is through securing interview opportunities, comments in a wider article or a thought leadership piece, effective engagement with journalists is a must. Although journalists are often inundated with pitches, press releases, and calls, there are techniques you can follow to help get on their radar, while also establishing lasting relationships. This blog looks at the 5 steps you need to take to effectively engage with journalists and the 3 things to avoid.

Public Relations, or 'PR', for recruiters is all about the way you communicate with your target audience, promote yourself, and build a positive reputation.

The New Year is always a great time for new beginnings and new objectives. And for recruitment agencies, it’s a great time to plan for the year ahead – and what a year it’s looking to be. What lies in store for the UK economy is certainly unknown. Indeed, the only certainty is uncertainty. For every business, now is the time to look at how to weather the storm and, in my view at least, having a robust marketing and PR strategy in place will prove hugely valuable in the coming months. In fact, this formed the topic for a recent webinar I hosted with my colleague Dan. So how can recruiters and marketing teams create a strategy that’s impactful, relevant and can withstand the potential changes that lie ahead? Start at the beginning It might sound like an obvious statement, but when setting out your plans for the coming months, it’s vital that you take a step back and consider the ‘why’ before the ‘how’. Defining exactly what you want to achieve from any activity and why, will put you in a far greater position to see demonstrable results that are aligned with your agency’s growth plans. And while of course the most ambitious firms might have a number of objectives, being minimalistic will often deliver greater results than taking an all-encompassing approach. By trying to cover all bases at once, you’ll be spreading resources rather thin and, as a result, will be unlikely to see the desired impact. Instead, setting three clear targets to begin with and investing time and energy in achieving this will deliver greater ROI.

When it comes to partnering with a PR firm, there are a number considerations to factor into decisions. However, quite often one of the questions we come across is whether a recruitment business should go for a generalist firm or a specialist agency. While there are benefits to both, for staffing companies in particular, having a niche expert on board can often provide the greatest return on investment.

Since being founded in February 2009 as a way for co-founder Jan Koum and his mum to stay in touch with their family back in Ukraine, WhatsApp has become the world’s most popular messaging app with two billion active users worldwide.

If you’ve been following my recent blogs, you might have guessed that my opinion of the Apprentice isn’t great. There’s a wealth of flaws in the process itself that I find frustrating – what value is it to a potential business partner to see if someone can design a rollercoaster when the product they’re seeking investment for is a beauty cream, for example. BUT, the show does give me plenty of recruitment PR tips to talk about. So, as much as my family are probably fed up with me shouting at the TV on a Wednesday night, I’ll keep watching and keep writing. Here’s my thoughts from last night’s car (or rollercoaster) crash.

I may be wrong here, but from my personal recollection I can’t remember a group on the Apprentice ever being thrashed as much as Team Unison did last night (and how ironic is the name considering the complete disarray they all fell into!). You could almost pinpoint the moment their hearts sank as it was revealed that Empower had sold over £1 million, while Unison failed to even reach £500,000. In my view, so much went wrong for the losing team last night that I can’t give you a concrete recruitment PR lesson. But I can give three.

I’m not going to lie, I was slightly concerned when I committed to writing a weekly reaction to the Apprentice and the relevant lessons in PR for recruitment firms, but the show seems to keep on giving! Indeed, before we were even half way into the latest episode, I had my top advice outlined and, had I been a gambling woman, I would’ve successfully bet on which team would lose.

Hands up who watched the Apprentice last night and found themselves arguing with the TV? I know I did! Once again in typical Apprentice fashion we witnessed a team fail miserably in what should arguably have been a relatively simple task. And yet again, I have a crucial recruitment PR lesson to talk about.

Building a thought leader We’ve blogged before on the value of positioning your spokespeople as thought leaders when it comes to profile building, and how publicly sharing insight can be a fast-track to elevating your personal brand and, by association, your company’s corporate identity.

Having been at BlueSky for close to a year now, and starting with next to no PR experience, I’ve definitely picked up a few things! So, here are some of the most valuable PR lessons I’ve learnt about pitching, one of the most important aspects of the job.

Over the coming weeks the BlueSky PR recruitment and talent management team will be sharing some of their PR lessons. While I certainly have many to talk about (it’s an age thing – I’ve learnt a lot in my long career!) there’s one lesson that crops up as a recurring theme in conversations: how can you develop the best story.

Whether you’re crafting blog posts, white papers, articles or press releases, including insight from third parties can boost the authority and reach of your communications. I’ve previously written on how statistics or quotes pulled from public domain can elevate your thought leadership offerings from a rambling rant, to objective and measured insight, in the eyes of your readers. However, it is crucial that you always check your sources.

If there’s one PR issue that recruitment agency owners are arguably most concerned about it’s what to do in a crisis. Whether this be a breaking news story about some less than scrupulous actions from an employee or potentially detrimental information about your firm’s finances being leaked, implementing a damage limitation process at this time is crucial for businesses of all sizes. But it’s not an easy task. So how should you handle a PR crisis?

Companies invest considerable time and money into PR campaigns. While PR measurement may be a chore to some, without it you won’t learn anything, and won’t be able to improve future PR efforts. Measurement is an integral part of communications, and something that pays dividends in the long run. However, so many companies are neglecting it, with 50-60% of PR campaigns having no method of evaluation at all. Here’s how to measure PR effectively:

Branding and PR are key ingredients to the success of any business. Therefore, from the word go it’s important a company has established its brand identity, message and image it wants to put out there. Similarly, in order to maximise your brand, a PR strategy is a vital tool for helping organisations grow an industry presence, communicate their message and further their reach. In essence, to get the most out of your business you need the two to work in tandem as they influence each other. With this in mind, here are three key ways a PR strategy can help build and maximise your brand. Consistency is key for brand identity Look at Coca Cola for example – it’s one brand that we all value and recognise across the globe. With stats showing 98% of the world’s population recognise the brand name, while it certainly is impressive – this didn’t happen overnight. Sometimes unknown to the naked eye, it takes a PR and marketing strategy that is consistently and succinctly driving home a company’s message, its brand image, latest news and communicating this with a targeted audience. In this instance, Coca Cola is all about enjoying a light carbonated drink – so the PR strategy is all about making sure audiences and consumers associate good and positive feelings with the brand. A case in point, the company’s latest motto is “Taste the feeling” which is linked to all the new flavours the business has recently launched.

We’ve previously written on why public relations is an art, rather than a science. However, that doesn’t mean that PR skills training isn’t vital to the professional success of individual practitioners – and the media campaigns they develop and execute. The benefits of professional development As a consultancy which specialises in the recruitment and talent management sectors, we often work with our clients to share stories around the benefits of professional development. Research from Guidant Group, for example, found that almost half of businesses (47%) believe that developing staff internally will be their greatest opportunity over the next three years. The Association of Professional Staffing Companies (APSCo), meanwhile, often shares insight into the impact that CPD has on boosting staff engagement, motivation and productivity.

“So, what is PR?” Sometimes I really dread this question when I go to networking events – it’s one of those things you know you’re going to be asked, but in many cases, my response is never quite believed. Whenever I explain what I do I’m challenged: “Well, that’s copywriting, isn’t it?”

Given the very nature of recruitment, losing a client to a competitor is a tough, but rather common situation, particularly as prices become increasingly competitive. However, all is not lost. Rather than bemoan the fact that the client has moved on (even if you know they are prioritising money over quality), why not take a more strategic approach? You’ll likely have plenty of other highly engaged clients who value your agency – use them to your advantage to not only win clients back, but engage with new ones as well. Produce case studies of the results you’ve delivered to these businesses, focusing your attention on how only your agency could achieve this. If you’ve recently lost accounts to lower priced competitors, place an emphasis on the return on investment your clients have noted – including the added value that they received from using your agency over others. And, perhaps more importantly, share this content far and wide. Get people liking and talking about the case studies across your networks. Consider the hashtags you’re using as well. Look back at posts from your previous clients’ accounts and use any relevant ones to ensure they see the content you’re sharing.

Positioning your brand as a thought leader in its field through PR takes not only a superior understanding of the market, but also time and dedication. However, while there is no shortcut to building a solid media profile, generating data through surveying your networks can supercharge a press release by boosting both newsworthiness and the potential to repurpose. Flick through any national newspaper, or scroll through any major newsfeed, and you’ll find that a significant number use statistics as a hook. Thanks to the power of polls, we know that Magnums are the UK’s favourite ice cream, England’s progress in the World Cup increased national pride and two thirds of voters are baffled by Theresa May’s Brexit policy. None of these stories are particularly surprising – but you can guarantee they wouldn’t have made headlines without the figures to back them up.

Is your recruitment firm struggling to get candidates and clients interested in your content? If the answer is ‘yes’ you could be committing one (or more) of the cardinal sins of content production. So what are the top reasons your content isn’t hitting the mark? And, crucially, what can you do to fix it? You’re selling This is a big bug bear of mine, and something that far too many companies do. They use their content – whether that be a blog, newsletter or white paper - to sell their services instead of demonstrating their expertise. Potential candidates and clients want to know that you are experts in your field, an agency that can help with their career or talent attraction strategies. Leave the selling to advertorials or a pitch meeting when you have got your foot in the door! You’re not adding value In the same vein, too much content doesn’t address the pain points of the intended audience. When planning content themes, it’s absolutely vital that they are based on the information your audience seeks. Think about conversations you have had with clients and candidates, what’s keeping them awake at night? What recruitment struggles are they currently facing? What advice can you give a candidate about their job hunt? The list is endless. However, the key is that your content encourages them to read on because it will add value to their current situation.

Entering corporate awards can be a great way to gain exposure, enhance brand perception and validate your market position. However, for each category, there can be only one winner – here’s how you can stand out from the crowd and earn your status as an ‘award winning’ organisation. Choose wisely To be in with a chance of taking home a trophy, you’ll have to invest a hefty chunk of time and resources into collating the information needed. For this reason, taking the decision to enter awards shouldn’t be taken lightly – it has to be worth the effort. Do some research to determine which awards have kudos in your industry and are recognised by your customers – whether that be The Sunday Times’ ‘100 Best Companies to Work For’ or the Concrete Society's Awards for Excellence. For example, we’ve recently been shortlisted for the Recruitment International Supplier Awards in the category of Best Marketing & PR – a hyper-niche category from a brand that our clients are familiar with and trust.

Jumping on the latest news can be one of the most effective ways to generate content for your recruitment agency. Not only does it show that you are ‘on the ball’ and efficient but also dedicated to the client and their reputation. But in a digital 24/7 world, you have to act fast amongst the rest. Recognising the appetite for pressing subjects and topical events such as International Women’s Day and National Apprenticeship Week are great ways to keep you one step ahead and achieve prime time coverage. So here are some top tips to maintain a rapid smart-proof response to the hot topics and build your brand further with your target audience. 1. Plan your approach While this may seem obvious, monitoring the daily news agenda, spotting opportunities online and staying on top of current events is key to ensuring nothing gets missed. Being aware of important dates and times is also essential to be ready in advance for a related story that might get released last minute. Calendar events such as International Women’s Day are highly celebrated throughout the media and covering the story fast before anyone else is the beauty of preparation, at a time when the press you’re targeting might be looking for comment or writing on the story themselves.

Most firms understand the importance of having original content such as blogs, company news and professional insights on their websites. Firstly, if visitors to your site discover something useful or interesting, they are more likely to return. Secondly, it allows your firm to position itself as an authority and provider of relevant, engaging information. Finally, quality content gives you more material to share on social media, consequently creating wider exposure. This is also important as research shows that social shares influence where your website appears in search rankings. So, here are our top five tips for creating material with impact.

Unless you’ve been hidden under a rock for the past week you’ll have heard of H&M’s recent marketing campaign which saw a young black child wearing a hoodie which reads ‘coolest monkey in the jungle’. And in the days since the backlash has been huge – not only has the fashion brand lost celebrity endorsers, but huge swathes of customers have also pledged to boycott the business. The H&M fiasco is not the first time a global brand has come under fire for seemingly racist campaigns. It was only recently that Pepsi was widely criticised for its ad showing Kendall Jenner appearing to end racial tensions with a simple gesture – offering a can of Pepsi to a police officer! So what’s going wrong for these brands which have colossal marketing and PR teams behind them in order to prevent such disasters? Outrage marketing Many believe that what we are seeing is simply an example of outrage marketing – a deliberate campaign to anger people which creates a buzz around a particular brand. And if that was the intention it can’t be disputed that it has worked – the company has been trending online and everyone is talking about it. And while the general sentiment towards H&M is negative, the brand is certainly in the spotlight. It remains to be seen whether the saying ‘there’s no such thing as bad publicity’ rings true in this instance.

So, we are almost in 2018. Depending on the year you’ve had, you may be sad to leave 2017 behind or, quite frankly, be glad to see the back of it. In the PR world, there are definitely some people wishing that they could go a step further and get in a time machine to restart 2017 from scratch. Here are five of the biggest PR fails of 2017.

You’ve identified the ingredients for a perfect story, fired off a killer email pitch or picked up the phone and articulated your client’s experience, expertise and angle. The editor or journalist wants to cover the story Result! But where do you go from here? What are the essential steps when a reporter says 'yes'? Be clear on what the publication needs from you It may sound obvious, but be sure that your expectations are aligned. You may have thought that you were setting up an interview, while the commissioning editor had a 1,500 word, Harvard referenced, by-lined article in mind. Make sure you’re both on the same page.

Whilst getting social media buy-in for your brand can be a challenging experience, one thing that is often much more difficult is persuading your CEO to create their own social media accounts. Common objections often include being too busy to post on social media, not being digitally savvy enough or not having anything interesting to say. And this attitude is reflected in research from America which has revealed that 60% of Fortune 500 CEOs have no public social media presence. So how can you get them on-board?

We’ve all been there. You turn on the TV or open the morning paper only to see a story which is centred around your business sector splashed everywhere. You knew this story was going to hit the headlines months ago – why aren’t you being interviewed along with the other experts? Here are our top tips for becoming an effective media spokesperson: Be visible Becoming a thought leader takes commitment. If a reporter or researcher is looking for insight on GP shortages in rural Essex, for example, the obvious place to begin their search is online. Make a habit of sharing snippets of your expertise and opinions on the news across social media, your own blog and third-party platforms to increase your visibility. We’ve had clients appear on Sky News after TV researchers stumbled across opinionated blog posts. Lay the foundations and the opportunities may just come to you. Be a specialist

I recently blogged on why PR professionals are unlikely to be replaced by robots in the near future. One of the reasons why is the human ability to craft copy to create impact at a time when content can no longer demand attention. Here are my seven top tips to sharpen your PR writing: Get to the point quickly Whether you’re drafting a pitch, press release or article, ensure that your intended message is clear from the outset, or you’ll swiftly lose your audience. Cover all bases PR professionals should always attempt to answer the ‘who’, ‘what’, ‘where’, ‘when’ and ‘why’ in the first sentence or paragraph of every piece they draft in the interest of brevity.

One of the major gripes that many people have with PR is that it has historically been seen as overly fluffy and often challenging to prove a direct return on investment. For the financial professionals amongst you, that’s probably the number one thing you look for when investing in a service and admittedly, it has been one of the industry’s biggest weaknesses. Historically, the field has been more about creating positive sentiment and raising brand awareness rather than proving direct and measureable financial return from your PR investment. So, how do you measure the success of PR?

The dialogue around robots coming for our jobs has been around for some time now. And as technology continues to advance, many professions have realised that this is the scary truth. However, despite the Office for National Statistics (ONS) reporting that 1.5 million people in England are at high risk of losing their jobs to automation - I’m confident to say that PR professionals won’t be replaced by robots.

BlueSky PR’s Tracey Barrett recently presented at the Recruitment Leaders Connect conference on “How to make money from PR,” followed by an afternoon of roundtables where we discussed the value of PR and content. So what did we discuss? Why aren’t more recruiters appearing in the press? Often the answer was that they hadn’t been asked and don’t know how to approach the press themselves. But pitching a journalist a story is no different than pitching a client a candidate – the worst they can say is no. However, one of the key things we discussed that that PR isn’t just about the press The press can be a good credibility tick because someone else is writing about you rather than writing about yourself – but everyone can become a publisher these days when we have access to blogging platforms and LinkedIn publisher. So if you’re an organisation that doesn’t have the comfort of a marketing person to represent you to the press on your behalf, you can start just by publishing some posts yourself. It can be as simple as using your LinkedIn publisher platform to start sharing your opinions to stir up some comment and controversy.

Why write about what you know when you want people to know what you do? A good PR company can help raise your business’ profile so you get seen by your target stakeholders. We can do this in a number of ways, such as securing thought leadership articles in sector press, enhancing your company’s blog to attract new audiences and writing press releases which will be distributed to all the key journalists in your industry on behalf of your business. However, too often, companies approach PR thinking their agency will write press releases explicitly about what their organisation does and who they are, but the fact of the matter is journalists don’t care about these things. While this may sound harsh, it is the truth. What they do care about though is what you know and, in particular, the things you know that they don’t. So, here’s what you should be writing about in a press release.

Few people hold back from airing their opinions on current affairs in person. And let’s face it, 2016 and 2017 have been particularly easy years for making small talk. However, while I’m sure you will have shared your firm thoughts on Brexit, Trump or The Great British Bake Off to anyone within earshot, for the majority, this insight will never be broadcast more widely. However, publicly sharing your viewpoints on relevant news stories online can be a fast-track to building your personal brand and, by association, your company’s corporate identity. You can’t become a thought leader without saying what you think While the majority of business leaders now realise the value of social engagement, the content that many organisations produce is formulaic, dry and uninspiring. Perhaps they are just playing it safe, or lack the confidence to open up about their thoughts and feelings, but while liking and sharing the posts of others is a step in the right direction, there really is no substitute for real thought leadership. Don’t just share a story that is of interest to your networks – if it’s really relevant, the chances are they will already have consumed it from the source. Instead, use your own blog, or a third-party platform, to put some meat on the bones. Speak directly to your audience and use your expertise to outline what it means for them specifically. What if my opinion is controversial?

We all know that content is king and that everyone should have a content marketing plan – and that is very much part of a PR and communications strategy but I would argue that media also needs to be part of that strategy.

I remembered reading an article published more than 100 years ago which summarised different views of the future – the one we are living now. I must say that most of those predictions were spot on! People living more than a century ago expected technological advancements but the way things were going back then it was not too hard to predict that after Thomas Edison had invented the first viable light bulb in 1880, the product will only improve. So now, out of a desire to be a step ahead of the game and also test our ability to predict the market, we’ve been asking ourselves how the PR industry will look in a decade. I personally believe that in the next 10 years less developed economies will catch up on the PR concept and start using it accordingly. Probably not much will change in PR in the Western economies (at least not dramatically), but once countries like the BRICS nations begin to appreciate the benefits of PR like we do, we will be witnessing a true internationalisation of the industry. Ian Hawkings ‘’ As the news industry continues to evolve from physical to online, from paid for to free and from in-house to freelance staff, press relations will increasingly be about building relationships with disparate individuals and building them across time zones. Companies, large and small, will only be more interested in winning top-quality press coverage globally to promote themselves in new and growing markets. This will mean PR’s that can appreciate and adapt to different cultural norms, whilst simultaneously maintaining a focus on their clients’ goals, will prosper -whilst those that can’t (or won’t) adapt, will die.’’ Tracey Barrett ‘’ PR will become more about content – already it is not enough just to be read, the objective should be for your content to be shared so when thinking about your PR strategies invest time in your content before investing money in SEO!’’

Antal International is a global executive recruitment organisation with 110+ offices in more than 35 countries. We caught up with Chairman and Founder Tony Goodwin to see how they use PR to achieve their recruitment goals. Why do we use PR? “In the B2B market it’s vital to place yourself as a thought leader in your industry. A good reputation comes through well considered and thought out views on the marketplace which is exactly what PR gives us. Advertising can often fail to hit the mark, I think it was advertising guru, David Ogilvy who said “50% of advertising is wasted; we just don’t know which 50%”. With PR this doesn’t happen. We know we’re hitting our target audience every time and providing them with meaningful content. Recruitment is an industry based on taking the initiative and sharing opinions and PR allows us to do this.” How do you measure ROI? “It takes a longer term strategy to effectively weigh the value of PR. But we’ve found that the continuity and consistency of our message pays back, which can only help in strengthening our brand. There’s no instant return like a betting company would expect to see from their half time advertising at football matches. But the overall value is much greater. I’m confident that over the course of two years we’ve seen up to a twenty-fold return on our investment. People are influenced by people and by positioning individual figureheads in the public eye we’ve created a voice that the company can base its message around. The results might not be immediate, but PR is a slow-burner and in the long term can do so much more for our business than advertising ever could.”