Over the past 10 years, we’ve worked with many types of businesses across most sectors. But whatever the brand and regardless of the budget, I believe there are three elements which make a campaign great.



It’s vital to prove that a business has the correct foundations in place. Journalists are bombarded daily with news of start-ups and “innovative” product launches, but very few of these actually get coverage. Media professionals are finely tuned to spot the difference between the Next Big Thing and just a flash-in-the-pan, and understandably take a cynical approach when receiving anything from an unknown business.

Prepare for tough questions. Companies need to prove experienced management, strong financial backing, a fully researched concept, a tangible sales strategy and a clear understanding of market demand. Without these in place, they’re just not ready for PR. Surprisingly, too many start-ups don’t have these basics covered.



The more people a campaign is relevant to, the more powerful the PR potential. As an example, last year we launched Kite Patch, which can help reduce the risk of malaria and other mosquito-borne diseases. We drove potential financial supporters to a crowdfunding site, with the aim of raising $75,000 for the next stage of development. Kite’s potential benefits to society captured the crowd’s imagination, and as a result, the company raised over $550,000 – more than seven times’ what was originally anticipated.

With Kite, we were working with a truly groundbreaking product, but the same principle of tapping into the human interest angle applies to any company. If it’s an auto-recovery service, what about making sure that people can reliably get home in time for the things that matter – birthdays, Christmas, or their favourite TV programme? If it’s the launch of a new gadget, in what ways will it genuinely make life easier?



Every campaign must have authenticity. Contrary to what people outside the industry may believe, PR isn’t smoke and mirrors. There has to be something a business can uniquely claim as their own – the reason they deserve that media space for their own message.

This authenticity could be a valuable IP asset, such as a patent or trademark, or simply a great initial concept, or business ethos. Finding what excites you about a business is always the starting point, as this is likely to also capture the attention of the public.