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• 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. 

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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 


PR and content marketing is more important than ever in helping brands to appear on page one of relevant search results. DISPRUPTIVE deliver content-led PR campaigns that deliver tangible results such as increasing search engine optimisation, improving site traffic and upping conversion rates.

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


Each marketing channel has the power to impact the performance of another. By employing an integrated rather than ‘silo-ed’ approach, DISPRUPTIVE ensures consistency of messaging 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


We have all the right tracking processes in place to enable us to measure the effectiveness of our efforts. However, tracking the effectiveness of a campaign in ‘marketing speak’ doesn’t cut the mustard. We want to know your business objectives - the numbers that really matter. Whether it be increasing app downloads, attracting new users, increasing average client usage/spend, maximising the cost-per-acquisition, taking market share from a competitor - or attracting investment, we will want to know. We’ll set a stake in the ground before we start and will set objectives and measurement techniques to ensure our PR efforts will drive the KPIs that matter.

LIFECYCLE MARKETING


We understand the typical buying cycle today’s consumer takes when buying a product or service. From the ‘need identification’ stage, through to the decision-making stage and ending in the ‘post-evaluation’ stage, we align our PR efforts and content to appeal to consumers at each stage of the process and to drive them into action. For example, at the ‘post-evaluation’ stage - once a consumer has purchased your service or product - the content is pushed.
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AN ALWAYS-ON SERVICE - WE DON’T HAVE A ‘9-5’ MIND-SET


Who isn’t on social media or their emails past 6pm or over the weekend? Not many! As a disruptive brand appealing to today’s ‘digitally connected’, your brand’s stakeholders will undoubtedly be ‘always-connected’. So, shouldn’t you be engaging with them at a time that’s best for them? That’s why we don’t switch off. We have orchestrated a working pattern among the team that means we’re always here - to react and respond to enquiries, no matter when.
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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.

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