Task

The stated requirement was three-fold:

• To showcase AREVA T&D’s successful relationships/projects in order to demonstrate why it has been the UK leader for the past five years
• To articulate AREVA T&D’s points of difference to distinguish it in the face of aggressive competitive behaviour
• To create a platform from which AREVA T&D’s spokesperson could contribute towards and influence the agenda: commercially, politically or ethically

Approach

In order to deliver the PR objectives E&S designed an editorial campaign which encompassed the creation of thought leadership and case study synopses and conducting a headline planning programme in order to secure by-lines for AREVA T&D subject matter experts. Where feature length articles were secured Emmett & Smith would draft, from interview, all content and thereby misnaming down time of internal specialist.  Proactive media outreach was conducted to ensure multiple publications of every article.

Result

Regular by-lined feature length coverage has been achieved in the leading energy and engineering publications.  Results in the first year include:

• 3 double page spreads in the IET’s official magazine, Power Engineer (now known as Engineering & Technology) and multiple case study feature placements in government, education, charity, health and national press
• Reinforced AREVA T&D as leader in energy transmission and distribution technology
• Demonstrated AREVA T&D’s commitment to renewable energy through success stories in significant offshore wind projects such as Robin Rigg.

Verdict

Rachel Clamp, Communications Director North West Europe: “The trust and confidence we have in Emmett & Smith’s ability to continue to drive our campaign forward can not be underestimated.  Their tenacious approach and commitment is exemplary and guarantees that we are always in the minds of the journalists”.

Task

Emmett & Smith was asked to help the Blitz Charter Group with business critical communications following its demerger from Evenser Group.  There was also a need to formally launch the Blitz Charter Group to the media, whilst protecting the separate branding of the two companies’ comprising the new enterprise.

Approach

A timely & well co-ordinated plan minimised the impact of potential negative publicity around the demerger. Pro-active media relations helped to raise the profile of the newly established Blitz Charter Group within the business, trade and vertical press. The programme included stakeholder research, press audit, headline creation, messaging development, pro-active media relations and collateral authorship.

Result

Emmett & Smith successfully redirected negative press enquiries and secured favourable coverage, specifically:

• Headline Creation activities produced high impact, relevant coverage for the Group with the press and raised the company’s profile
• Regular, positive coverage was achieved including by-lined features in key AV and vertical press over a six month period

Verdict

Michael Breen, CEO of Blitz Charter Group: “The main difference between Emmett & Smith and other PR companies is that they are never complacent and chase everything to see it through from conception to completion. Their flexible and rapid approach is designed to deliver results”.

Task

AREVA T&D asked Emmett & Smith to help it to capture and evidence its critical competitive differentiator in a way that is both commercially compelling and credible.  In addition to assist in ensuring all communication, both internal and external, clearly articulate the new brand positioning and ensure that all AREVA T&D employees fully embraced the new market positioning.

Approach

A bespoke Communications Strategy Development project was delivered; comprising:

• A PRessence™ messaging workshop involving all heads of department within marketing, sales and operations.  The workshop challenged, engaged and motivated the team whilst enabling the identify and focus to be on the organisation’s critical advantage and point of difference.
• The capture and filtration of the key positioning, motivation and evidence points in the MessagingRouter™ and subsequent iterations to completion
• Presentation of competitive positioning and organisation-wide roll-out plans

Result

Communications Strategy Development has delivered specific results including:

• Development of the MessagingRouter™ - a clearly defined brand positioning which articulates and differentiates AREVA T&D from the competition and features fully evidenced customer business benefits as well as a bespoke delivery methodology
• A model for consistent corporate communication; both written and verbal, internal and external
• AREVA T&D’s communication investment is focussed and integrated with all other marketing disciplines leveraging lean budgets to deliver even more efficiency.

Verdict

Rachel Clamp, Communications Director North West Europe: “The programme that Emmett & Smith delivered enabled us to identify a tangible and meaningful vision, one which will no doubt fuel our future, business growth.  The team has also helped us to instil pride throughout the business so that our employees can become true brand ambassadors.  We would highly recommend this communications strategy development to any business in need of a well articulated and succinct statement which clearly sets the organisation apart from its competitors.”

Task

The requirement was for embryonic ‘state of the nation’ briefing speeches for the UK Country President to deliver to political and wider stakeholder audiences.  The purpose of the speech was to educate audiences on energy issues of the day, explain the factors hampering progress and to introduce the range of possible solutions and technical developments into the future. Implicit in the requirement was the need to promote Alstom as the premier supplier of energy products as well as an as an impartial advisor on energy infrastructure policy

Approach

Interviews with the subject matter experts were undertaken to refine content, secure preferred structure and establish thought process. Detailed desk research supplemented Emmett & Smith’s extensive knowledge in the sector. Drafts were submitted prior to detailed review and development of the final edits. Face to face meetings with the speaker to ensure style, content and tone was in line with the individual’s personal preferences.

Result

• Three speeches were produced, a 20 minute version as well as two 12 minute edits for a lunch and dinner delivery.  The speech provided a thorough briefing that would inform and engage the critical attending stakeholders.
• Facts that exploded common myths and equipped the guests with interesting facts which they could pass on to colleagues, were woven in to the speech

Verdict

Steve Burgin, Country President & Head of Power:“Emmett & Smith deployed a senior team to work on this important project which needed rapid turn around. Their knowledge of the sector, familiarity with the company and close understanding of the speaker resulted in a piece of work which clearly and accurately summarised the energy issues of the day. A logical, well argued and broad ranging briefing, the speech will form the first of a platform to be used to inform and educate our stakeholders of the critical issues we face today. The briefing received recognition and plaudits from the Energy Minister.”

Task

A division of Acxiom, but operating largely autonomously, 2Touch sought to position itself as an independent unit with comprehensive expertise and capability. The business sought for recognition locally as an excellent employer and training champion and nationally, as a desirable and competitive customer management partner.

Approach

Emmett and Smith designed a bespoke editorial campaign in order to address the PR objectives.  The campaign included credentials creation, headline planning, pro-active media relations as well as thought leadership and topical comment activities all serving to augment the perception of the business both regionally and on a national level.

The project evolved and stakeholder research, brand articulation and website development followed.

Result

Consistent and highly relevant coverage has been delivered within target publications specified by the client.  Results include:

• 29 pieces of coverage in key press within the first 6 months
• Regular by-line coverage positioning the Managing Director as a thought leader in the industry
• Opportunities within regional publications were highlighted and coverage was secured in both print and broadcast media

Verdict

Stuart Gray, Managing Director, 2Touch: “We have been incredibly pleased with Emmett & Smith and the implementation of our PR campaign and over the past year we have seen a notable increase in brand awareness. The company’s enthusiasm, dedication and hands-on approach have produced effective, relevant results, time after time. We are eager to see where this dynamic form of PR can take us as we grow as a business”.

Task

• To capture and articulate a robust and credible brand position which would differentiate 2Touch from its competition and provide the basis for all external and internal communication
• To review and align all business collateral with the new brand positioning

Approach

A bespoke Communications Strategy Development project was delivered, including:

• PRessence™ - messaging workshop and consultancy programme
• Collateral alignment - a comprehensive review, repurpose and update of all 2Touch marketing materials to reflect the messaging identified in the PRessence workshop including website, search engine optimisation, digital PR strategy, brochure, case studies, sales letters, advertising, direct mail, sales presentations and operations manual

Result

Communications Strategy Development has delivered specific results including:

• Development of the MessagingRouter™ - a clearly defined brand positioning which articulates and differentiates 2Touch from the competition featuring fully evidenced customer business benefits as well as a bespoke delivery methodology
• A model for consistent corporate communication; both written and verbal, internal and external
• 2Touch’s communication investment is unified and focussed
• The sales force is now equipped with incisive and consistent collateral enabling focussed and meaningful prospect pursuit

Verdict

Gavin Rogers, Head of Marketing, 2Touch: “For the first time, we have captured a clear statement of what makes our business unique; a statement which stands up to scrutiny in the marketplace and differentiates us from our competitors.  We would recommend the PRessence workshop and consultancy programme to any business determined to grow and in need of a clear, tangible and meaningful vision.”

Task

To launch and build awareness of, and engagement with, Women 1st, an initiative providing Continuous Professional Development (CPD) and mentoring to help women achieve their career aspirations in the Hospitality, Leisure, Travel and Tourism (HLTT) industry.  Created by People 1st, the Sector Skills Council for the (HLTT) industry, the initiative has been designed to redress the balance in an industry where women make up nearly 60% of the industry’s workforce but hold only 6% of senior director level posts.

Approach

An evidence based thought leadership campaign was pursued including:

• National press launch event hosted by Cherie Blair at The Langham Hotel
• Dual national/specialist trade press media outreach
• News generation and commentary
• Story development, placement and fulfilment
• Expert spokesperson engagement
• Case study generation evidencing programme effectiveness

Result

The launch was well attended by both national and trade journalists and both The Times and The Guardian covered the event as did almost all the key trade journals.  Women 1st thought leadership articles have been placed in national, trade and management publications to reach decision makers and demonstrate industry best practice. Case studies have proved popular with the press and with women working in the industry. Substantial coverage followed the launch of the Female Chefs’ Development programme, including an opinion piece with the Independent in collaboration with Michelin starred chef Michael Caines

Verdict

Lesley Potter, communications and marketing director at People 1st:  “The team at Emmett & Smith is very results-driven. They set challenging targets and are analytical in their approach to identifying and evaluating their achievements within the strategic objectives of the campaign. We have had great coverage for the Women 1st programme and the team has been committed and creative in finding new and interesting ways to engage the media.”

Task

Following a number of low key name changes which had not helped brand recognition; People 1st, the sector skills council, sought to reclaim its position as a premier training provider within the hospitality, leisure, travel and tourism (HLTT) and other service-oriented sectors. Emmett & Smith’s task was to position the People 1st Training Company as a credible and desirable business partner.

Approach

The programme deployed a series of thought leadership pieces and commentary on how to improve business performance through better trained personnel and leadership.  People 1st trustees were recruited to take part in that programme as authors and contributors.  Emmett & Smith also created a UK-wide research project at low cost to investigate whether employees respected their bosses and why, which achieved 65 pieces of coverage.

Result

Feature length coverage rich in advice on how to improve performance across different parts of a business appeared extensively online and in traditional media.  Articles appeared showcasing different methods of improving efficiency such as the enhanced customer service from front-of-house staff, improved motivational leadership from management and maximising business opportunities.  Press coverage was secured across HLTT media and into new target industries such as retail and transportation and logistics.

Verdict

Oksana Higglesden, communications manager, at People 1st said:  “We’ve enjoyed working with you over the past year and the PR approach and activities that you’ve undertaken have significantly raised the profile of Stonebow/The People 1st Training Company.  We’ve been delighted with the range of coverage and we would have no hesitation in using Emmett & Smith in the future.”

Task

An FP7 initiative FLAGSHIP is a consortium of 49 European maritime organisations taking part in a part EU-funded project the focus of which was on improving safety, environmental friendliness and competitiveness of European maritime transport.  A requirement of the EU funding was for the activities and achievements of the project to be promoted in the media via a dissemination programme, more popularly known as an educational editorial campaign.  Emmett & Smith was commissioned to deliver this dissemination requirement in a six month timeframe.

Approach

Emmett & Smith liaised with the nine sub-project leaders and produced news releases about each of the successful sub-projects. Ideas for case study and thought leadership feature articles were developed and circulated amongst key press. High quality photography was secured from project partners for use in PR ensuring optimisation of press coverage.  News distribution was set to a specific schedule to ensure that all projects received maximum potential media coverage.

Result

250 pieces of coverage were achieved within the project period, appearing both on and offline.  This included fourteen feature length articles, by-lined to FLAGSGIP partner experts but written by Emmett & Smith technical authors.  These appeared in target publications across Europe published in English, French, German, Greek and Spanish language publications. Twelve interviews were also achieved and resulted in substantial pieces of coverage. All the sub-projects received significant exposure delivering and the dissemination programme’s objectives and exceeding expectations.

Verdict

“Emmett & Smith managed this task efficiently and energetically.  The team’s knowledge of the maritime industry and its press was invaluable as it ensured that we could get an intense campaign off to a flying start.  I am happy to recommend Emmett & Smith without reservation.”  Mr Herman de Meester, Coordinator of FLAGSHIP.

Task

bss was part of the Lockheed Martin UK (LMUK) led consortium that supported Office for National Statistics (ONS) and Northern Ireland Statistics and Research Agency (NISRA), with the operational systems needed for the 2011 Census. This was a vitally important project to bss and every element of their remit was planned to ensure outstanding execution.  In the unlikely event of something not going to plan and resulting in negative media interest, bss wanted to ensure that all members of the team were equipped to deal with the enquiries.  Emmett & Smith was tasked with preparing the project team, which included the CEO, for media questioning.

Approach

Emmett & Smith delivered a tailored exPRession workshop.  The morning session was dedicated to providing the team with an understanding of the drivers and requirements of the different types of media.  TASER, Emmett & Smith’s bespoke rules of media engagement, was introduced before the afternoon’s practical mock interviews were undertaken, with video and group feedback.

Result

The bss delegates left the workshop with a clear understanding of what would be expected of them in an interview situation, as well as being better equipped to identify and handle the pitfalls and opportunities that engaging with the press can present.  The practical session also provided them with a safe environment in which to improve their newly acquired knowledge and techniques.

Verdict

Dani Muir, marketing director at bss:  “the workshop was thought provoking and engaging and fully delivered against the objectives set.  The bespoke scenarios ensured that we were able to practice our interview techniques on familiar subject matter, which helped to build confidence.  I would definitely recommend this workshop to anyone who has a requirement to talk effectively to the media.”

Task

BMT is a global multi-disciplinary maritime engineering consultancy, serving clients in the energy, transport and defence sectors. Of the 23 subsidiaries comprising the group, eight offer specific expertise to customers in the transport sector.  BMT Group’s aspiration is: to be The source of high value insight and knowledge. The task for the transport sector was to deliver a PR programme which would showcase the strengths and achievements in the individual businesses, while supporting the Group’s aim and showcasing BMT’s solutions for energy efficient shipping

Approach

Emmett & Smith and BMT agreed that a thought leadership programme would be the most appropriate tool for demonstrating insight and knowledge.  By working closely with the subject matter experts from eight different businesses, a full range of synopses (story angles) were developed. These were designed to secure maximum coverage in pinnacle press.  Intelligent analysis of the editorial calendar enabled editorial placement to be maximised.

Result

In the first six months of the campaign 21 feature articles were secured, written and published.  These were all written by Emmett & Smith but by-lined to BMT.  Seven interviews were secured with influential journalists, delivering substantial cuttings as either a contribution to a wider article, or as a dedicated feature.  On-going news release activity also delivered a further 78 pieces of coverage supporting local activity and as a result, contract wins were achieved.  In total, from a standing start, 120 pieces of coverage have been delivered and the number continues to grow daily. 

Verdict

Jenni Williamson, Group Marketing Manager: “I am constantly astonished at the volume of work our team at Emmett & Smith gets through every month.  Two years into the relationship and both the activity and resulting coverage continues to grow.  BMT’s Transport sector in particular has enjoyed a very high proportion of feature length articles and by-lines, most of which have been authored by Emmett & Smith on behalf of the BMT expert following a short, but incisive interview.”

Task

BMT is a global multi-disciplinary maritime engineering consultancy comprising 23 subsidiaries each serving clients in the energy, transport and defence sectors. In 2009 the external PR function was regarded with some cynicism resulting from a decade of lacklustre PR performance.  As the incoming PR partner Emmett & Smith’s job was to open channels of communication, set and manage expectations whilst developing strong, working relationships with BMT’s Directors to help refine the Group PR Strategy

Approach

Emmett & Smith developed and implemented an intensive and structured fact finding programme involving recorded interviews with 35 subsidiary MDs and Senior Group Executives, including the Sector and Regional Directors, FD and BMT Group Chairman.  The eight week project was executed via face to face meetings or telephone conversations where meetings were impossible due to time constraints or geographical location.  Emmett & Smith analysed and reported on the project findings to BMT’s Executive Management Board.
 

Result

Resistances to PR were identified and tactics put in place to address these.  Relationships were established which enabled communication to flow effectively.  Specific concerns were either confirmed or disproved allowing decisions to be made, and Emmett & Smith was able to indicate where local priorities might conflict with Group strategy and proposed possible work around.  The findings also indicated where the Group business strategy might be challenged by inherent traits and behaviours.

Verdict

Jenni Williamson, Group Marketing Manager: “The project was invaluable both in terms of intelligence gathering and as a means to rapidly establish relationships with the senior operators within the group.  Emmett & Smith has effectively used the knowledge and contacts made during the project to deliver high quality media coverage tied tightly to our business strategy while being sensitive to individual business challenges and objectives.”

Task

BMT is a global multi-disciplinary maritime engineering consultancy comprising 23 subsidiaries, eleven of which offer specific expertise to customers operating in the energy & environment space.  These eleven, largely autonomous, companies need their individual capabilities and successes to be showcased though Public Relations activities.  However the potential for a joined up solution using the skill sets of multiple BMT subsidiaries to address specific challenges, where appropriate, must not be ignored.  A PR focus on the offshore energy market was specified.

Approach

Emmett & Smith developed a thought leadership PR programme which focussed BMT’s various capabilities throughout a project’s lifecycle, drawing on different BMT companies.  The project lifecycle included: consenting process, design build, operation, maintenance and decommissioning.  
Emmett & Smith worked closely with subject matter experts from all eleven businesses to identify potential feature material.  A full range of synopses (story angles) were developed, with client and customer approval and used to secure press interest.

Result

In the first year of the PR campaign 23 feature-length, thought leadership articles were secured, all written by Emmett & Smith but by-lined to BMT experts.  Twelve interviews were secured with influential journalists delivering substantial cuttings as either a contribution to a wider article or as a dedicated feature.  On-going news release activity has also delivered significant cuttings supporting local presence and contract wins.

Verdict

Dr Ralph Rayner Sector Director, Energy and Environment, commented:  “I have worked closely with the Emmett & Smith PR team over the past year and found them to be both receptive and pro-active.  They have demonstrated the intelligence and flexibility to respond adeptly to changing tactical and strategic requirements in a pragmatic and professional way”.

Task

FOCUS is the customer magazine for the BMT group of companies, a global multi-disciplinary maritime engineering consultancy, serving clients in the energy, transport and defence sectors.  Published three times a year it is designed to update clients about new developments, services and capabilities as well as offer opinion on key issues. Emmett & Smith was asked to take on the production of all text for the Q2 issue during BMT’s 25th anniversary year.

Approach

25 years of innovation was selected as the editorial theme, complemented by forward-looking expert comment on each of BMT’s business sectors. Pertinent topics were identified and authoritative contributors, both internal and external, were invited to participate.  Emmett & Smith drafted the editorial from interview and secured all relevant approvals before submitting to BMT Group.  Emmett & Smith also played a key role in securing graphics and images to illustrate the magazine. Material from the Public Relations activity was used where appropriate.

Result

An extended edition of FOCUS was produced and well received by BMT customers around the world: “It was with great interest and delight that I received the 25 Year Focus.  What a tremendous 25 years BMT have had.  I found reading it fascinating and I learned a lot about BMT that I never knew; I especially enjoyed the information on Sir Charles Parsons and the superb photograph of Turbinia travelling at 34 knots in 1897!” – Charles Wilkins, Deep Blue

Verdict

“I am delighted with the way in which Emmett & Smith managed this task.  We run a very busy department at our head office and having E&S take on responsibility for the project management of Focus was enormously helpful.  I know I can trust them to drive action forward and they not only came up with great ideas for content, but delivered well written articles based on their interviews with our staff, partners and clients.” – Jenni Williamson, Marketing Manager

Task

BMT is a global multi-disciplinary maritime engineering consultancy which pursues a comprehensive R&D programme to ensure that its services and products are well informed, appropriately targeted and validated with the highest quality data. The Group’s R&D division is involved with part EU-funded maritime research projects. From time to time these projects catch the attention of the media and demands for interviews often follow.  Some members of the team did not feel competent in the media spotlight so Emmett & Smith was asked to provide coaching.

Approach

Emmett & Smith delivered its bespoke exPRession4.0 media training workshop tailored to the specific requirements of BMT Group R&D comprising:

• A two hour interactive workshop
• In-depth explanation of the rules of engagement
• An introduction to ‘TASER’ and successful interview tactics
• An opportunity for the delegates to take part in role play scenarios relevant to their particular subject areas

Result

The delegates left the workshop with the confidence to handle interview situations positively and were able to put into practice the skills they had acquired.  Each delegate is now equipped with the skills to maintain control of any interview, in order to optimise the outcome for the project and specifically BMT.

Verdict

Jenny Gyngell, Project Manager: “the training provided by Emmett & Smith was thorough and the tailored scenarios which had been prepared for each participant were invaluable.  I would recommend this workshop to anyone who is either apprehensive about speaking to the media, or who wants to communicate effectively with the press.”

Task

Amcat provides customer interaction management solutions which help companies improve customer efficiency and responsiveness. Emmett & Smith was tasked with helping to deliver a more powerful and consistent marketing message across EMEA and increase Amcat’s media profile.  The underlying objective was to position the business as an attractive purchase proposition.

Approach

Emmett & Smith developed a bespoke messaging workshop in order to facilitate the development of a robust and consistent brand positioning statement which differentiates Amcat from the competition.  The editorial programme included thought leadership pieces and customer case studies in order to demonstrate the breadth and depth of Amcat’s knowledge and expertise within the contact centre market.

Result

Emmett & Smith facilitated the development and utilisation of a powerful and consistent marketing message across EMEA.  The robust editorial programme and the coverage achieved in the first six months of the programme provided vital support to Amcat in its drive to sell the business.  The organisation was subsequently acquired by, US based, Noble Systems.

Verdict

Phil Hagen, CEO EMEA for Amcat, said: “Emmett & Smith helped us to present Amcat as a cohesive and attractive business proposition at a time when we were looking for new owners. They helped us to articulate our business positioning and to evidence it. The team proved to be a reliable extension of our in-house marketing department; developing, securing and delivering high quality media coverage which supported our business objectives both tactically and strategically.”

Task

Emmett & Smith was tasked with the supporting Scientific Atlanta, a Cisco company, at its key trade shows in Europe, namely, IBC in Amsterdam & ANGA Cable in Cologne, Germany. The objective: to position the company and its technology and solutions in a way that makes them accessible, engaging and exciting to the press.  Critically success would be assessed on whether the interactions created resulted in quality coverage or not.

Approach

• Storyline development to support key strategic launches and evidence positioning
• Pre-show media relations, began three months prior to event, to secure key press
• Pre-show analyst relations to secure analyst attendance at 1:1 interviews
• Press pack management, show photographer & press office liaison
• Briefing of Scientific Atlanta spokespeople
• Show attendance and interview facilitation
• General on stand hosting service for unscheduled ‘drop-in’ journalist visits

Result

Activities clearly positioned Scientific Atlanta as the key solution provider in the video content deliver market, as tasked.  Specific results include:

• 27 interviews delivered at IBC resulting in excess of 40 pieces of coverage
• 18 interviews delivered at ANGA Cable resulting in 28 pieces of coverage

Stronger relationships with key journalists resulted in opportunities to secure feature by-line articles, expert comment as well as contribution requests all of which Emmett & Smith fulfilled on behalf of Scientific Atlanta throughout the year.

Verdict

“We were delighted with the success of the exhibition publicity undertaken by Emmett & Smith.  The consultancy has demonstrated that it can help us to make optimum use of the media opportunities presented at these major international events.  Emmett & Smith has made excellent use of the relationships it has with the media to further the business interests of Scientific Atlanta.”

Task

Emmett & Smith’s task was to capture, articulate and evidence a meaningful and credible brand position which would differentiate Executives Online from its competition and provide the basis for all external and internal communication.  

Moving forward Emmett & Smith was to support the alignment of all business collateral with the newly defined positioning.

Approach

A bespoke Communications Strategy Development project was delivered, comprising:

• A bespoke PRessence™ messaging workshop involving all heads of department within marketing, sales and operations.  The workshop challenged, engaged and motivated the team to identify and focus on the organisation’s point of difference.
• The capture and filtration of the key positioning, motivation and evidence points in the MessagingRouter™ and subsequent iterations to completion
• Presentation of competitive positioning and organisation-wide roll-out plans
   

Result

Communications Strategy Development has delivered specific results including:

• Development of the MessagingRouter™ - a clearly defined brand positioning which differentiates Executives Online from the competition and features fully evidenced, customer business benefits with a bespoke delivery methodology
• A model for consistent corporate communication; both written and verbal, internal and external
• Executives Online’s communication investment is focussed and integrated with all other marketing disciplines

Verdict

“The value to the business in Emmett & Smith delivering such a workshop cannot be underestimated. The development of a clearly defined brand positioning statement is a critical factor for our ambitious growth plans. By facilitating this workshop Emmett & Smith has invigorated excitement and pride amongst employees who believe that we have a truly unique, business model and we wouldn’t hesitate recommending this workshop to other businesses in need of a clear, tangible and meaningful vision.”  Anne Beitel, Managing Director, Executives Online.

Task

PR had been falling below expectations and Emmett & Smith was brought in to position Executives Online as the most exciting and innovative player in the executive recruitment sector.  The PR brief also included specific qualitative and quantitative coverage and performance targets.

Approach

A PRessence, brand articulation, workshop was conducted at the outset providing the platform for all communications. A bespoke editorial campaign included a credibility and headline creation programme to build authority and encourage media engagement with the brand. Editorial case studies were also pursued to evidence the Executives Online positioning.  Research conducted by the business was also re-engineered for media engaagement purposes.

Result

The programme met and exceeded all the media objectives set, delivering consistent and highly relevant coverage within target publications.  Over the campaign period, specific results included:

• 88 pieces of coverage in key press, both trade, national and broadcast media
• Regular by-line coverage positioning the Managing Director as a thought leader
• National press interviews secured with Daily Telegraph, Times and BBC Two’s Working Lunch programme

Verdict

“Emmett & Smith’s commitment and passion to deliver is clearly evident and we have enjoyed working with the team.  Thank you all for your great work on behalf of Executives Online.  I am very pleased with the results, and very sorry that pressures in our business have meant we have to stop the PR programme….for now anyway.”  Anne Beitel, Managing Director, Executives Online

Task

To increase stakeholder awareness of Cambridge ESOL, the world’s leading provider of English language assessments. Cambridge ESOL is part of the University of Cambridge and its exams are taken by over three million people every year in 130 countries. Around the world, thousands of universities, employers and government ministries rely on Cambridge ESOL certificates as proof of English language proficiency.

Approach

E&S has worked closely with Cambridge ESOL to help the Communications team and senior management to become more confident and skilled in their approach to media opportunities.
E&S has also managed a portfolio of issues for Cambridge ESOL to generate substantial coverage in national and specialist media, particularly in relation to healthcare
 

Result

Cambridge ESOL has been able to improve the speed and clarity of its response to media opportunities, leading to increased coverage in national and specialist media in the UK and overseas.  E&S has delivered coverage in a wide range of publications including the Guardian, Saga Magazine, Education Journal and many healthcare sector publications, as well as generating extensive online coverage which has made Cambridge ESOL significantly more visible online.

Verdict

Stephen McKenna, Assistant Director, Communications, at Cambridge ESOL: “Emmett and Smith have helped us to develop a more effective approach to media opportunities, which we have been able to apply effectively all over the world. We particularly value the long-term involvement of an expert account director who has worked hard to understand our needs and the nature of our work, and who constantly provides us with lots of creative ideas.”

Task

BMT is a global multi-disciplinary maritime engineering consultancy comprising 23 subsidiaries operating in the transport, defence and energy & environment space.  Emmett & Smith’s task was to gain the trust of the individual businesses in order to engage with them and showcase their expertise, successes and capabilities in relevant media; while aligning with group strategy, yet respecting and supporting local requirements.

Approach

A high-energy senior team engaged with the business leaders across BMT Group exploring issues and opportunities.  Responsiveness was critical to gaining trust as previous PR had failed to deliver on promises, leaving behind an understandably cynical audience.  In addition to delivering on promises; empathy and a willingness to challenge the norm with intelligent arguments played an important role, as did accurate technical authorship of complex ideas and concepts.

Result

In the first 12 month compared to the previous agency Emmett & Smith increased the number of BMT press cuttings by 270%. 90 pieces of the coverage were secured through feature articles written by the consultancy, in collaboration with the BMT subsidiaries.

Verdict

Peter French, Chief Executive, BMT Group: “I am truly delighted with the excellent job you are doing…and the achievement of the 1,000th piece of coverage since only February 2010 serves to underline the remarkable effort you have made on our behalf….I am looking forward to the 5,000th piece only next year!”.

Task

University of Cambridge ESOL Examinations (Cambridge ESOL) offers the world’s most valuable range of English qualifications.  Many of its subject matter experts had had some experience of responding to questions from the media but few had received recent or formal training and few felt absolutely confident in their abilities to effectively manage an interview situation. It was agreed that the subject matter experts would benefit from formal media training.

Approach

A bespoke exPRession workshop was designed. The morning focussed on providing the team with an understanding of the drivers and requirements of the different types of media.  Emmett & Smith then introduced TASER, a set of rules of engagement which act as guidelines for the afternoon’s practical sessions. After lunch mock interviews were undertaken, with video and group feedback giving participants the opportunity to experience the interview situation in a safe environment. All scenarios were bespoke to the individuals’ area of expertise.

Result

Cambridge ESOL delegates left the workshop with a clear understanding of what would be expected of them in an interview situation, as well as being better equipped to identify and handle the pitfalls and opportunities that engaging with the press can present.

Verdict

Stephen McKenna, Assistant Director Communications and Stakeholder Relations at Cambridge ESOL said: “the workshop delivered exactly as it was supposed to.  The participants went away with plenty to think about and equipped to perform more effectively in front of journalists.  The tailored scenarios helped us to focus on the task at hand in a way that was relevant.”

Task

Communicaid wanted to build brand recognition amongst the HR & training community and to be sought out as a trusted and highly valued partner.

Approach

Emmett & Smith pursued an evidence-based editorial programme illustrating the commercial value Communicaid delivered to its clients through case study examples.  Thought leadership commentary demonstrating subject matter expertise and commercial aptitude were also secured both in the form of by-lines and via interviews and media briefings.

Result

Consistent and extensive coverage in target press including regular feature length contributions was secured. Specific results include:

• By-lined feature length coverage in pinnacle titles such as Training Journal, HR       Director and Training & Coaching Today
• Case study strategy demonstrating world class capability fulfilled
• Regular pinion pieces secured
• Successful press tour with key trade press demonstrated media engagement with the brand

Verdict

Declan Mulkeen, Marketing Director at Communicaid said: “Emmett & Smith has demonstrated that frequency of high quality coverage in specific press is achievable when the right process, knowledge and content are deployed.  We have used the editorial coverage both to support our sales initiatives and to enhance our web ranking.”
 

Task

Cambridge ESOL offers the world’s most valuable range of English language qualifications, which are widely used in a variety of sectors, including healthcare.  With growing attention being paid by politicians and the media to the issue of the language skills of foreign healthcare professionals working in the UK, Emmett & Smith identified that Cambridge ESOL could provide insightful commentary and take an active role in this emotive debate.

Approach

Emmett & Smith worked closely with Cambridge ESOL to develop healthcare-specific messaging.  It identified emerging news stories and debates which could be harnessed to showcase the relevance of Cambridge ESOL’s immigration expertise to the healthcare sector.  Emmett & Smith secured feature-length commentary for the organisation’s CEO and produced text from interview on behalf of the author.

Result

E&S secured feature length coverage in key medical publications including Health Service Journal, British Medical Journal and the Nursing Times with carefully developed insightful commentary that offered practical solutions to the medical authorities. Coverage opportunities were also secured in The Lancet, Pulse, Huffington Post and the Irish Medical Times positioning Cambridge ESOL as an authority on this sensitive subject.

Verdict

Stephen McKenna, Assistant Director Communications and Stakeholder Relations at Cambridge ESOL:  “Emmett and Smith has successfully aligned the PR to our position on this important issue and their proactive approach to secure coverage in the medical press has been impressive. By adapting our core message to target a vertical sector, they have helped us widen our reach and engage with key stakeholders in healthcare.”

Task

Avril Owton MBE owns and manages The Cloud Hotel based in the heart of the New Forest in Brockenhurst, Hampshire. A dynamic business personality in the region, Avril works hard to promote both her business and the industry at large. When the AA awarded Two Red Stars and recognised it as a prestigious ‘Inspectors Choice Hotel’ Avril asked Emmett & Smith to help raise awareness of this achievement amongst the local press.

Approach

Emmett & Smith had collaborated with Avril Owton MBE in the execution of the Women 1st PR campaign and had already delivered valuable coverage in which Avril’s unique career history was showcased and in many respects this project formed a natural progression. Emmett & Smith worked closely with Avril to develop the critical messaging and drafted a press release which showcased the hotel’s accolades and its strengths. It also told Avril’s own remarkable story, describing how she transformed the once ailing hotel. 

Result

In addition to the coverage already achieved in Good Housekeeping and Caterer & Hotelkeeper, E&S conducted media relations with local journalists and secured coverage in the Southern Daily Echo and Hampshire Life magazine; as well as interest from the Park Radio and BBC Radio Solent.

Verdict

Avril Owton MBE, Owner, The Cloud Hotel:  “I have worked with Emmett and Smith in the past and they never fail to impress me. Emmett & Smith is proactive, transparent and results driven and crucially, they have experience of working in our sector and understand the issues the industry face.”