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
In particular, PR Agency One is one
of the few PR agencies in Manchester (arguably the UK) to develop
PR proposition which proves to clients how PR can deliver
online visibility by impacting upon Google's search engine result
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,
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
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
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
I am also chief champagne buyer for
team nights out. We can be found at Chorlton's Electrik Bar most
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
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
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
4. What campaign strategy
did PR Agency One devise to answer the brief and objectives that
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
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.