PR StrategyWe use powerful and targeted PR strategies to drive the customer action our clients need for ambitious business growth.
Execution of a PR campaign takes careful crafting of brand messages, analysis of target audience and effective methods of communicating to them. A PR campaign that follows this simple methodology will always be successful.
Once we have identified the key areas of development, a PR strategy is set. In doing so we do the following:
Adhere to a perfectly timed PR pitch timeline taking into consideration short and long lead media.
Analyse the type of media that your target audience engage with.
Execute an approach which will achieve your desired objectives by increasing brand awareness and sales.
A great PR campaign needs a great PR strategy
A Public Relations campaign is not a spontaneous exercise. You can’t wake up one morning and decide to start a PR campaign without a plan. A good PR Agency will work with their client to come up with a plan of attack that speaks to the objective of the client, where every objective meets an action.
A Public Relations Strategy takes into a number of factors including the seasons, where the business is at at the time of pitching, how the company transacts to make money, the competitive landscape of the industry, and the target audience and the media that they consume. Only once you’ve identified these topics and answered all of them, are you able to embark on a strategic PR campaign.
Public Relations Agencies can be guilty of jumping in the deep end when commencing a PR campaign. Pitching to media without assets such as photography, samples, media lists, press material, access to interviewees, to name a few is a dangerous exercise as ultimately the PR Agency isn’t able to provide the media exactly what they need.
We understand our clients
At Polkadot Communications, we do a complete audit of our client’s business to understand their objectives, their key messages and their vision of success, so that when we embark on a PR campaign, we’re able to meet and exceed the expectations of our client, so that PR becomes their preferred method of marketing and in their eyes, we’re the number one Public Relations Agency.
Careful consideration should be taken as to who we should pitch our stories to and when. We often seasonalise our pitches, so that our client’s brands are relevant to major gift giving or topical stories that we know the media are going to write about, such as Valentine’s Day, Christmas, Mother’s Day, New Year’s Resolution, etc. By seasonalising our pitches we’re able to extrapolate multiple PR angles for our client with the main objective of achieving more coverage.
Every campaign is different
The most important rule when it comes to setting a Public Relations Strategy that any good PR Agency should adhere to is that no two campaigns are ever the same. Despite brands having similar target audiences, it’s up to us as the Public Relations Agency to differentiate between our clients and our angles and pitching so that we’re never in a position of conflicting messaging, but rather promoting unique content to the media that is going to grab their attention.
“Thank you, Polkadot Communications for your invaluable guidance and professionalism in kick starting Naked Wines’ media coverage.
“It’s been a delight to work with your skilled staff and watch our profile within the media grow.”
Luke Jecks, Managing Director for Naked Wines Australia
“Polkadot Communications was recommended through our advertising agency to work with us on the Organic Expo.
“Our objective was to raise the awareness level of the show in Melbourne to trade and general consumers. We had a very tight lead time of two months; however, Polkadot Communications was able to secure coverage for us in trade newsletters, online magazines, metropolitan newspapers and radio – all core to our demographic.
“The team was thorough with their reporting techniques and Dionne was an absolute pleasure to work with. I would, without hesitation, recommend Polkadot Communications as a fabulous PR agency to partner with.”
Mary Hackett, Director of SHE Events
“The Polkadot Communications team are passionate, energetic and great PR partners. They were always proactive and were always just a phone call away if we needed help.
“They helped us chart our way through difficult PR issues, and helped us engage with our community through the PR events they organised.
“Polkadot Communications' support helped Gumtree.com.au grow from a small start-up classifieds site to one of Australia’s leading classifieds sites, with over one million people visiting it every month.
“Thank you, Polkadot Communications team!”
Brian Shanahan, General Manager, Gumtree.com.au
“Flipsters went from zero public awareness to over 130 placements across magazines, newspapers, television, radio and a variety of online sources.
“We achieved excellent website hits, awareness, and sales, which were all built off of our very successful PR campaign.
“Polkadot Communications' high standard of professionalism is apparent in all their dealings, whether with media or clients.
“I have nothing but praise and recommendation for the Polkadot Communications team, and know that we will work with them again in the future.”
Ben Lipschitz, joint owner and founder of Flipsters
“Polkadot PR has done an exceptional job at positioning beautyblender across all media channels.
“Our products have graced the beauty pages of magazines such as Harpers Bazaar, Madison, Professional Beauty, Shop Till You Drop, Cosmopolitan Hair & Beauty, OK! Magazine, Bella Beauty, New Idea, Famous, Good Health & Medicine, NW and Woman’s Day.
“In addition, Polkadot PR had successfully gained exposure for beautyblender in newspapers such as the Herald Sun, Courier Mail, Sunday Telegraph, and the West Australian.”
Madison Browne, Managing Director, Beautyblender Australia
The International Make-Up Artist Trade Show (IMATS)
“I would like to write to you and let you know about the exceptional PR services we have received from Dionne Taylor and Polkadot Communications.
“Dionne is a very proactive PR agent and is very well connected in the makeup and beauty industry throughout Australia.
“She always delivers more media attention and buzz for our show than we hope for, and always comes in on budget.
“I would not hesitate in recommending Dionne Taylor and Polkadot Communications for any PR projects.”
Michael Key, Publisher, Make-Up Artist magazine and founder of IMATS
“The most impressive results in the campaign came in the form of TV appearances including The Morning Show, Today Tonight and A Current Affair, as well as front cover stories in Australia’s top selling weekly magazines, New Idea and Woman’s Day.
“Throughout our campaigns, we are kept up to date with weekly work in progress reports and nearly every day of the campaign we receive coverage from Polkadot Communications.
“We are so happy with the work that we’ve re-signed for a third year!”
Tamara Bykerk, owner of Bikini Island and designer of Baku & Ginja swimwear
“Vibe Hotels engaged Polkadot Communications to help gain media coverage for the Summer Vibe campaign. The Team at Polkadot Communications assisted Vibe’s Marketing Team with securing a celebrity ambassador, media relations and events. Professional at all times, the Team at Polkadot Communications also injected an important dose of personality and fun into the campaign.
“Whilst they were efficient and organised, they were also creative, friendly and always adding new ideas. Polkadot Communications' work was backed up by comprehensive weekly phone WIPs and informative monthly reports. Polkadot Communications' contribution to the successful Summer Vibe campaign was significant.
“We have since selected Polkadot Communications to work on subsequent campaigns and look forward to working with the Team into the future.”
Tessa Anderssen, Communications Manager for Toga Hospitality (Vibe Hotels)
Dr Mark Kohout
“Since working on the Dr Kohout campaign, Polkadot Communications has established tight-knit relationships with beauty journalists, editors and producers.
“It is through these connections that they have achieved great coverage for me.
“I love the agency’s creative ideas and creative concepts. They really know the most successful formats to present ideas to the media, and always go the extra mile for me.”
Dr Mark Kohout
“Polkadot Communications is a no-nonsense, down-to-business PR operation that delivers great results.
“We needed to gain traction with our target consumers over and above what we could do with advertising.
“Polkadot Communications achieved excellent results with strong product features in key media channels, as well as presenting the brand in interesting and alternative ways we would never have imagined.
“The results surpassed our expectations. I would strongly recommend Polkadot Communications to any organisation seeking a tangible public relations presence.”
Paul Karis, General Manager Brands, True Alliance, Australian importers of UGG Australia
“Disney Couture owes much of its public awareness to, Polkadot Communications. Polkadot are a wonderfully talented, professional and likeable PR firm whom I would have no hesitation in recommending.”
Michael Tran, Director, Disney Couture
Nude by Nature
“The success of the campaign was easily measured on the high level of coverage seen, both in product placement and editorial coverage.
“Working with the Polkadot Communications team was an incredibly enjoyable time for us and they would come with our highest recommendation for any other brand.”
Clint Dowdell, Nude by Nature Make-up artist and Ambassador
“I’m really glad that I found Polkadot Communications.”
Dr Lisa Patterson-Kane, creator of the Get Happy App
“Representation by Polkadot Communications has been greatly beneficial to both the Luxe Fitness and Waist Trainer brand.
“The biggest success was a story that Polkadot pitched to the media which was picked up and shared by news outlets all over the world, providing me with global exposure which has been amazing for brand awareness.
“Polkadot Communications is extremely professional and provides regular updates of what they are doing, I would highly recommend them if you are looking for something to push your brand forwards.”
Iyia Liu, Founder of Luxe Fitness and Waist Trainer
“The PR exposure that was gained for the brand and the competition achieved more than three times our investment and reached more than 22 million people.
“We were very happy with the results achieved and thoroughly enjoyed working with Polkadot Communications.
“We would definitely work with Polkadot Communications again.”
Lynda Bundock, Brand Manager from Triumph International
Ronald McDonald House Randwick
"From the minute we started our partnership with Polkadot Communications we knew we had met a supportive, professional and honest organisation."
"The opportunities Polkadot Communications created for our Chapter exceeded our expectations due to the diligence, commitment and generosity of this endearing team."
"We have proudly developed a wonderful relationship together and they have become an integral part of our RMHCR family. which we will always cherish and we are excited about our future prospects together."
"We highly recommend their services across the charity sector because we know, when Polkadot is in your corner, good things will come your way."
Emma Thompson, Fundraising Coordinator at Ronald McDonald House Randwick
“We have worked with Polkadot for 2 seasons now to help grow our profile within Australia, and the support and service that they have provided has been second-to-none.
“In addition to their total dedication and professionalism, we have found Dionne and the team to possess a great understanding of our needs and a huge degree of flexibility in working within our parameters.
“All targets set were met, and the team secured for us some significant exposure which really boosted our brand recognition.
“To sum up, Polkadot are responsive, hardworking, creative, fun and most important of all – effective!”
Naomi Rudge, Communications Manager at DUO Boots
“Quickboats launched its revolutionary unfolding boat to the Australian and online press and media at the 2013 Sydney International Boat Show.
“Polkadot Communications played a vital role in this launch assisting our company in receiving coverage in over 50 newspapers and online magazines in addition to radio and television appearances.
“The value of such communication has been of great assistance to our company.”
Deryck Graham, Managing Director of Quickboats
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