PR Agency One - Digital Agency Showcase

It is now time to turn the spotlight onto a Manchester based PR Agency. PR Agency One was only launched a mere 18 months ago, but is now a flourishing B2B and consumer PR consultancy in the heart of Chorlton.

The business was created to tackle the issue of exactly how to integrate digital into the traditional PR agency offering. In many respects PR Agency One has been built from the ground up, free of legacy clients, staff and commitments. Attracting the sort of clients that want a clear ROI, as demonstrated by best-in-class measurement and evaluation processes. 

In particular, PR Agency One is one of the few PR agencies in Manchester (arguably the UK) to develop an SEO PR proposition which proves to clients how PR can deliver online visibility by impacting upon Google's search engine result pages. 

In recent months, PR Agency One has won clients such as medical negligence law firm Fletchers Solicitors and internationally renowned SEO expert Yoast. The agency has also been shortlisted for Best Newcomer at the Prolific North Awards in May. 

Representing PR Agency One is managing director, James Crawford.

Having worked for some of the biggest and best PR Agencies in the UK (Grayling, Havas and Citypress), James made the bold decision to go alone and launch PR Agency One. It is safe to say, he has never looked back. 

James is a refreshing PR personality and has a strong understanding of how traditional PR and digital can merge powerfully as one joint proposition.

Through, PR Agency One, James has developed arguably one of the stronger propositions on the market, which is well placed to take advantage of how the media  is changing. James has spoken at a number of conferences regarding SEO PR. You can read his presentation from SAScon here on Slideshare.

1. Hello James, and thank you for letting us interview you for our digital agency showcase. What is your main job role and responsibility at PR Agency One? 

As founder and managing director of PR Agency One, my main responsibilities are concerned with business development. However, I maintain a very hands-on approach at the agency and I oversee the strategic counsel of all accounts, and provide my team with direct support to ensure they reach their award-winning potential.

I am also chief champagne buyer for team nights out. We can be found at Chorlton's Electrik Bar most Friday evenings.

2. Please could you pick a case study from 2012, and explain why you have chosen it to represent PR Agency One's work?

I have chosen to represent our work for multi-store gift card company, One4all. The campaign represents the full service offering we provide with a combination of traditional and digital PR. In addition, our PR campaign resulted in fantastic sales over the Christmas period.

The One4all offering is a multi store gift card, which can be spent online, and nationwide in the Post Office.  The Irish gift card company has over 1,000 retail partners including Argos, Boots, Topshop, Debenhams and House of Fraser. 

3. What brief were you initially supplied with, and what objectives did the PR Agency One team devise when briefed?

The brief supplied by One4all was to support on-going PR efforts and to help raise brand awareness through a consumer PR campaign. More specifically, to take full promotional advantage of One4all's partnership with ITV's "Text Santa" charity initiative. 

Our objectives were to support the "Text Santa" limited edition Christmas gift card by ensuring that consumers were aware of where they were being sold, it was important that people knew that One4all was a "Text Santa" partner and the great lengths it was going to, in order to help raise funds for important charities. With 1,000 retail partners across the UK and Ireland offering 17,000 retail outlets it was important that people clearly understood the huge range of spending opportunities.

4. What campaign strategy did PR Agency One devise to answer the brief and objectives that were set? 

The campaign was centred on a number of search enhancing and engaging consumer stories. The consumer stories were based on detailed customer survey analysis, and this insight was used to inform a series of targeted press releases, which were sold into the media with good traction on and offline.

There was also targeted product placement through a number of special promotions and competitions with local, national press and online.

Blogger outreach and engagement focused on relationship building, competitions on key blogs and last minute gift ideas. 

In addition, social media also played a key role in consumer interaction. The campaign involved both Twitter and Facebook interaction including; profile building, relationship building and content management: consisting of surveys, competitions and regular interactions.

5. Could you tell us what results were derived from the campaign strategy, and any positive feedback that you received from the campaign?

The client was extremely happy with the campaign. The Christmas period resulted in a strong sales performance, and this was due to increased on and offline visibility driving sales. Yet another happy customer.

6.Could you give a top tip to any perspective digital marketing candidates who would like to work in an agency like yours?

My 'top tip' for potential PRs striving to work in an agency like PR Agency One, would be to not lose sight of the importance of traditional Public Relations, such as classic press office and storytelling.  The key is how this can work hand in hand with digital knowhow and measurement. The focus and emphasis should not be placed on social media outreach alone. Far from it in fact.

The Candidate's Summary: 

We would like to congratulate PR Agency One on its continued growth and success. The combination of traditional and digital PR makes for a truly unique offering and one that is not mirrored by many. The One4all campaign represents this offering and the strengths of implementing both traditional and digital PR methods.

Here at The Candidate we wish PR Agency One all the best for the rest of the year, and good luck at the Prolific North Awards in May.