As I say to my clients: corporate public relations is about highlighting your business values and philosophy, not just talking about the price of your products or services. And decisive corporate PR activity is absolutely essential during a crisis if you want to manage and protect your most valuable asset – your reputation.
According to the CIPR, the definition of corporate public relations is: “The discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behaviour. [Corporate PR] is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its public.”
In other words, corporate public relations is all about looking after your business’s reputation and image, and in turn, that helps you attract top talent and investment, engage employees, strengthen brand loyalty, build trust with customers and stakeholders, help demonstrate your CSR efforts, and ultimately, drive business success.
“To say we are absolutely thrilled with the coverage doesn’t seem to give it justice. Jill Kent is an absolute pleasure to work with – committed, professional, well-connected and I love her honesty. If we could give a score, it would be a TEN!” – Jill Hebden, Chief Delivery Officer, Wildstone
Working with a corporate PR company
I’ve been working in the PR business for over 30 years, and during that time I’ve delivered successful corporate PR campaigns to a range of businesses, from established UK corporates to fast-growing London-based start-ups. My job, as your corporate PR agency, is to get you and your business in front of the right journalists, editors, key influencers, and stakeholders in order to build your professional reputation and credibility within your industry.
“Corporate PR is a key part of any business strategy as it plays a crucial role in shaping public perception by helping you communicate your key messages and goals.” – Jill Kent, PR Superstar
As a result of my PR work and extensive experience, my corporate clients regularly feature in The Financial Times, The Times, The Daily Telegraph and The Sunday Times, plus The Wall Street Journal, The New York Times and The Economist, as well as on BBC News, Bloomberg TV, Sky News and CNBC.
As a corporate PR firm, my services include:
- Messaging: Strong messaging is key in corporate PR. I make sure your customers and investors know what you stand for and what makes you different. Once your messaging is in place, it can be used for all your PR activity, as well as your marketing collateral.
- Media relations: I pitch well-researched, expertly-crafted and perfectly-targeted stories that highlight your achievements and brand values to my network of journalists and editors at the leading broadsheets, business press, and national and international broadcast media.
- Media training: It’s essential there’s at least one well-trained spokesperson for the business. I train your C-suite executives and leaders to handle media interviews and presentations.
- Thought leadership: By establishing you as a thought leader in your industry, journalists and editors will seek you out for your input or perspective on an industry issue. I help establish corporate leaders as industry experts through opinion columns, bylined articles, white papers, public speaking, podcasts and events, such as roundtable discussions or keynote speeches.
- Crisis management: I make sure you don’t damage your reputation and avoid a corporate PR disaster by ensuring there’s a crisis communications plan in place and a spokesperson who is media trained.
- Internal communications: Corporate PR activity can also be used to establish and maintain relationships with your audience inside the business. An employee relations programme makes sure staff members are your ambassadors.
Corporate PR success stories
The co-founders and joint CEOs of global recruitment company CRCC Asia hired me run a corporate PR campaign and help grow awareness of their services in the UK and US. In particular, they wanted media coverage about their China Internship Programme. I arranged interviews with the likes of The FT at eateries in Chinatown and I also reached out to journalists and producers in Beijing, New York and San Francisco. The coverage was incredible, with The Wall Street Journal running a full-page feature on the business. Read more.
The Knowledge Academy, the world’s biggest training company, asked me to raise brand awareness, and drive enquiries and new business. Reporting to co-founders and joint CEOs Dilshad and Barinder Hothi, I produced a newsworthy press pack and targeted local and regional media, as well as TV and radio, business magazines, trade journals, and national newspapers. This successful corporate PR campaign gained coverage in The Times, The Sunday Times, The Sunday Telegraph, The Financial Times and on BBC News. Read more.
Wildstone, a global leader in digital outdoor advertising, asked me to raise awareness of their business and their joint venture with a US asset management company. In my press pack, I described how Wildstone was behind some of the most striking outdoor advertising sites across the UK and Europe, and offered face to face meetings with the founder and CEO, Damian Cox. As a result, this corporate PR campaign attracted coverage in The FT, The Sunday Times, The London Evening Standard and BBC TV, as well as numerous trade titles across real estate and media sectors. Read more.
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