The three C’s of the RDZ PR essentials list

Whilst we are out and about, attending business events and mingling with business people from all walks of life, we are often asked for our top tips on putting together a successful PR campaign.

As we have often discussed on this blog page (and in person when we have the opportunity), we do genuinely believe that there is no such thing as a standard, off the shelf PR plan which can be applied to every business.

There are so many specific considerations to be made and fine-tuning tweaks required to match the actions on the action plan to the needs and capabilities of the client in question. There are, however, a few things which are essential and, we would say, have to be openly discussed and understood if the PR campaign is to stand any chance of success.

So here goes: –

Compatibility – The PR specialist and the business wishing to raise their profile must work together to achieve their goals and this can be somewhat of an uphill struggle if they simply don’t ‘gel’ right from the start. There are a large number of PR companies out there and it pays to do your research to make sure you choose the one which suits your company needs, mirrors your own company ethos / culture (and maybe even one which you know fits well with the personalities in your team). An in-depth look at the website of a potential PR partner will give you some idea, but a frank and open initial meeting is still the very best way to confirm compatibility.

Clarity – From the very beginning of the relationship, PR provider and PR client must understand their individual roles in the plan. Whilst the majority of the planning, leg-work and behind the scenes stuff will be handled by your chosen specialist (we hope), there will still be tasks which fall under the remit of your team and these may be pivotal in the success of the whole campaign or strategy. If, as the client, you are looking for a more ‘hands off’ role in your PR plan you really need to make sure your provider is happy to work in this way. In our humble opinion, a PR specialist who suggests that you can simply sit back and let them handle absolutely everything without even so much as a regular communication meeting is probably somewhat confused about what Public Relations actually is…

Commitment – Many companies start on their PR journey with great enthusiasm but find that the initial energy burst is ‘worn down’ by other day-to-day demands of the business. If your campaign is to stand any chance of success it must be one which is sustained for sure, but also one which reflects the same high degree of engagement with the audience throughout the year. Dips in ‘rich’ activity are very often obvious to others, as are attempts to simply fill with ‘standard stuff’ which took little or no effort. Never forget that the negative vibes picked up by your target market can be powerful and can undo a lot of the hard-earned respect you’ve built up whilst you were being enthusiastically magnificent!

In our own experience, we know pretty early in a new client relationship if we are likely to excel spectacularly in raising profile; to be frank it is more to do with the three points above than with the nature of product or service we are promoting. That’s not to say that we don’t succeed in cases where ‘the three c’s’ don’t align instantly, but we know, for sure, that we may be facing a much tougher task – and there may be some tough agency / client conversations to be had about client participation. We are lucky at RDZ PR to have been blessed with some amazing clients and generally we find ourselves collaborating with like-minded, highly ambitious, driven people and organisations. We’d like to think that we are drawn together by feelings of mutual appreciation but in truth it is far more likely that we ‘weed out’ those who are not fully committed to success in our first meeting. Harsh as that may seem, we are all about raising profile and our many years of PR experience have taught us that some businesses like the idea of that happening without too much effort. Sadly – and as awesome as we may be – there’s no such thing as a PR fairy…


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Rachel Hargrave

Rachel has over 30 years of local, regional, national and international communications experience and expertise across a wide variety of clients including FTSE 100 companies, SMEs, micro businesses and start-ups. She also has extensive charity, Not-For-Profit and Community Interest Company experience and happily offers clients working in these areas a 50% discount on all RDZ PR rates.

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Dean The Art Wizard.

Rachel is fantastic at what she does.  She is able to help you define your ambitions, develop your goals and help you grow your ideas to the stage you’re 100% happy with.  Throughout my own journey her encouragement has enabled me to really go for my dreams!  After talking to Rach I discovered the one-thing that I want to do in my life which has not yet been fulfilled.  Rach’s support has helped me believe in myself again.  Due to Rach’s assistance, we have now almost completed my very first press release which is the start of my audience growing strategy.  This will, in turn, enable me to work towards my key goal.   I look forward to continuing working with Rach in the future although I do realise I do take a lot of time up of her time!  However, I feel she also gets a real sense of satisfaction from assisting people to really go for their goals in life.   Without doubt I would highly recommend Rach and I would be happy to speak with anyone interested in using her PR services. 

Sangeeta Patel, Joint CEO, Reaching People

Rachel provided us with a day of free support in association with the LLEP programme. Despite it being ‘free’ Rachels support was professional and dedicated. We received a full day of practical support including a discussion to fully understand our organisation, an assessment of our need, the production of a communications and marketing plan that was realistic, manageable and practical aimed at helping us move ahead on the communications front and, ultimately, with our organisational objectives. Rachel achieved so much in the time she had including writing and issuing a press release that appeared in the Leicester Mercury, wording for our website homepage and a letter to go with our membership pack. She also shared her hints and tips about social media, her press contacts and she connected me with a potential Reaching People member! In all it was an invaluable experience. Thank you, Rachel for giving up your time to help us.

Heather Johnson, Botanical Artist & Stationery Designer

I went on one of Rachel’s introduction to PR workshops and it was fantastic. She covered absolutely everything, explained it all in an understandable way and didn’t try to sell anything. She gave as much information as possible, answered all questions and she was just lovely. I would highly recommend Rachel for anything to do with PR and won’t hesitate to use her services in the future.

Ravi Summan

I was introduced to Rachel by an executive coach. My requirements were to provide quality, simple to understand content to engage with my target market and generate new customer enquiries in health and wellbeing. From my first discussion with Rachel, it was clear that she had the skills and empathy to provide a service to support the growth of my business. Rachel’s content writing and editing is very effective and her diligence ensures the right message is articulated. It is no surprise to me she has a strong track record of helping entrepreneurs and businesses of all sizes support their growth. Aside from her professional competencies, Rachel genuinely cares about people and working with her allows you to focus on your core business. For those who are new to building their own business or employed by a large corporate, you will get value and authenticity from Rachel’s content and PR services.

Jayne McIntosh, Director, Air Aesthetics Health & Wellness Clinics

I met with Rachel and was instantly impressed with her warmth, enthusiasm and ability to understand the key issues being faced. She took time to clarity objectives and the key tasks required. A quick study she was able to pinpoint the brand tone of voice accurately. Rachel’s’ copy writing skills have been excellent. She has written for my business website, advertorial pages in lifestyle magazine and has also written first class responses to awards entries which are curtailed in length. Rachel is just really, really good!

Victoria Curtis, Company Secretary, Mono Roofing Ltd

Rachel came to provide our company with an appraisal for the company PR, and we learnt an awful lot! Rachel taught us how to make the most of our marketing and advertising and how to make it work for us, to get the client’s we really want. Rachel has provided our company with a plan to follow, and we are gradually implementing these procedures, and we know that in doing so, it will really raise the profile of our company and get us the work we want. I would definitely recommend Rachel to manage your company’s PR.

Trusha Lakhani, MD, Great Business Matters t/a Trusha Lakhani

Rachel Hargrave is one of the best PR experts that I have met. She not only understands the best awards for her clients but also how to make the most of the opportunity for the client’s personality. Put simply Rachel gets people. She understands her clients and their goals and is with you all the way. I highly recommend Rachel Hargrave and The Awards people and RDZ PR.

Paul Gerrard, MD, Gerrard Cranes

Rachel and I met yesterday to discuss my existing marketing and options for how we can improve and develop the strategy for my business. It’s very clear that Rachel has vast amounts of experience, knowledge, ability and some great contacts to achieve some amazing results. If you need some professional guidance with PR/awards/marketing then I’d highly recommend you get in touch with Rachel and see how she can help you out.

Victoria Beale, CEO, Business Live Global

I’ve worked with Rachel for the past ten years on a variety of client projects and for my business also and the service we have received has been second to none, consistent and most importantly delivers RESULTS. I would have no hesitation recommending RDZ PR to my customers and Business Live Network. Thanks Rach! Here’s to another ten years and more!

Mark Esho MBE, Easy Internet Services, Easy Internet Solutions, Dreme, Access Rating CIC

Thanks for all the hard work you put into the PR work for our companies and subsequently the business award submissions. You made the whole process stress-free, and the quality of the submissions have resulted in the receipt of multiple business awards. Great work, Rachel.