• OUR APPROACH •
Individually, each DISPRUPTIVE team member is experienced working in the world of PR and media influencing. Over the years, we’ve each built impeccable reputations, invaluable contacts and impressive CVs that showcase stunning PR campaigns.
We have now brought together our eclectic experience and shared vision to create DISPRUPTIVE, a purpose-built PR agency deliberately designed for today’s communications environment.
We haven’t forgotten our roots. However, as has always been the case, PR (Public Relations) is about building a positive reputation for a brand among its key stakeholders to deliver desired outcomes. A brand’s key stakeholders will typically include clients/customers, potential clients/customers, investors/potential investors and employees/potential employees.
Building a positive reputation starts with pinpointing a brand’s key influencers - those voices that key stakeholders respect and listen to.
It is the role of a PR professional to use relevant and appealing ways to educate these influencers on the brand, its sense of purpose; its news; and its key messages in order to achieve positive endorsement and recommendation.
This has always been the job of a talented PR professional - ‘influencing the influencers’ has been at our core for decades.
Yet, with the unprecedented changes we have witnessed (and continue to witness) in the decentralisation of communication exchanges, and with new technologies, new media channels, new content formats and dramatic shifts in consumer buying behavior, there are fresh ways for PR professionals to convey their clients' goals and achieve holistic coverage.
WHAT DOES THIS MEAN IN PRACTICE?
Today’s communication landscape demands a new approach to PR.
That’s what DISPRUPTIVE will bring your brand - PR activity that embraces the following:
DIGITALLY-INTEGRATED PR - FOR SEARCH ENGINE OPTIMISATION
CONNECTING INNOVATORS & GAME-CHANGERS WITH THEIR STAKEHOLDERS VIA THE INFLUENCERS THAT MATTER
We know that disruptive start-ups and young brands have a wide list of stakeholders to influence, from investors through to ‘users’. We will identify the influencers that matter, depending on your market sector, stakeholders, and business objectives. The chances are, we’ll know them already - but if we don’t, rest assured we’ll identify and introduce them to your brand.
INTEGRATED CAMPAIGNS, ACROSS ALL RELEVANT CHANNELS
CONTENT-LED STORYTELLING, AT ITS BEST
PR professionals - and the PR profession - has always been the driving force behind telling a brand’s story. Nothing has changed. What has changed is the spectrum of channels available where your story can be told. So too has the way stakeholders can engage with your brand. We understand this, and our detailed content planning process will underpin the amplifying of your brand’s story, across all the channels that are relevant.
BUSINESS ACUMEN - COMMERCIAL KPIs MATTER
AN ALWAYS-ON SERVICE - WE DON’T HAVE A ‘9-5’ MIND-SET
OUR APPROACH IS STRATEGIC, YET SIMPLE.
OUR APPROACH MAKES COMMON SENSE, AND HONES IN
ON A BRAND’S ‘SENSE OF PURPOSE’…
EVERY SUCCESSFUL BUSINESS HAS A 'CLEAR SENSE OF PURPOSE'.
With disruptive brands, having a ‘sense of purpose’ is critical and will underpin all PR activity undertaken. A ‘sense of purpose’ is best described by Punit Renjen, Deloitte Global CEO:
“An organisation’s sense of purpose answers the critical questions of who it is and why it exists. They have a sense of purpose beyond making a pro*t. An organisation’s sense of purpose answers the critical questions of who we are and why we exist through a set of carefully articulated core beliefs. A sense of purpose guides behaviour, influences strategy, transcends leaders - and endures.”
Take Google as an example. Its sense of purpose is: “To organise the world’s information, and make it universally accessible and useful.”
Each and every product that Google develops is intended to get it one step closer to fulfilling its purpose. This purposeful narrative propels experimentation in new products, technologies, and services.
We have witnessed great results from companies of all sizes who have a clear sense of purpose from the outset. A disruptive brand’s sense of purpose will acknowledge that there are consumer frustrations with the ‘status quo’ or the current options available.
It will demonstrate how the brand is reinventing ‘the norm’ for the benefit of today’s consumer. The sense of purpose, or the brand’s ‘reason for existing’ must be both relevant and appealing to the audience/s the brand is targeting.
Ultimately, because the sense of purpose gets right to the heart of what a brand is all about, it should drive all aspects of the business; from the recruitment strategy, the workplace culture, to the communications programme.