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The diagram below illustrates my approach. First I research: what are the hot topics (Google Trends)?  What keywords are target consumers using (Keyword Planner tool)?  Then I’ll set up robust mechanisms to evaluate the creative, focused communications plan that I’ll implement.


Brexit communication matters

Vote Leave won the referendum, but Remain is winning the next battle.  That’s because it realizes Brexit communication matters.

Vote leave won the Brexit referendum in part with a fantastic communication strategy.  Brexit communication matters.  But it seems that Remain is now winning hands-down on communication.  We can scan any news website or turn on the TV and find that most messages around Brexit are negative.   So how has Remain done it?

Define the story

Remain has set the agenda in communication.  It has claimed that anything negative since the Brexit vote is a consequence of it.   Equally Remain has dampened anything positive since the vote by saying it happened “despite Brexit”.  Reports of  record high employment levels in the UK is a good example.

Scrutinize everything

Leaving the EU is complicated.  Remain knows there was no plan or process in place so as Brexit unfolds, Remain has begnu to unpick all the plans and scutinize everything from enviromental standards to the departure bill.

Get to the grassroots

Remain is inviting new voices with new concerns to play their part.  Many organisations have joined in and raised concerns within their area of expertise like scientists and medics.

Find a star

Remain has found an articulate spokesperson in Gina Miller who successfully ran a campaign to make sure Parliament had a vote to trigger Article 50.  Remain is delighted that at last Brexit is being properly scrutinized and ministers are being called to account by the democratic process.

All these techniques:  define the narrative, scrutinize everything, work with grassroots voices and find a figurehead are the golden rules of almost any PR campaign.

Inspired by an article in Influence magazine – Q4 2017

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