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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.


Businesses have a right to be heard

Businesses play a pivotal role in our society and have a right to be heard on political, economic and social matters

Since the global financial crisis, it seems that business leaders have taken a collective decision.  They think speaking out is more trouble than it’s worth.  But business plays a pivotal role in our society.  Its leaders have as much right to be heard as unions and pressure groups and are often much better informed than most media pundits.  Companies who are good at what they do and are socially responsible should be more confident to speak out on  political, economic and social matters.  And they should take pride in what they do.  They employ people, they invest in innovation, they pay taxes, they fund pensions.  Above all they deliver goods and services that people want to buy to improve their lives.

The best way to deliver quality is through private sector competition – the business model.  We like businesses, actually, because we like living in the 21st century with all that choice and value.  So we should listen more to businesses’ views and advice on a whole range of social matters.  And executives and their communications professionals will lead on this agenda and assert their right to comment. And broadcasters should respect businesses’ right to speak nothwithstanding some high profile miscreants.  Big business isn’t evil; properly managed, it is a force for good.

Inspired by an article in PR Week

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