Audience
Relevance starts with knowing people leaders properly. We’re in their world through trend tracking, HR and people media, sector reports, events, client conversations and an advisory panel of senior decision makers.
Relevance is the reason you’re trusted and chosen
Relevance is the fit between your stories and the problems people leaders are trying to solve right now. It’s the point where your expertise meets their agenda, being useful, timely and aligned with the pressures and priorities of modern work.
The key elements of PR relevance
We do all this using our RelevanceEngine
Our proprietary planning process underpins all of our services, driving PR relevance and impact through a continuous cycle.
How the RelevanceEngine works
Relevance Gap
We score your PR using key indicators of relevance – from audience perception, brand positioning, awareness, influence and engagement. We assess how your stories stack up against the things your audience cares about most, media themes, trends and HR conversations. You get a clear view of where you’re relevant and what needs to shift across five core pillars.
Relevance Roadmap
Using your relevance score, we build a strategic plan to bridge the gap. Rooted in insights, sector trends, challenges and priorities of your HR audience, the roadmap turns insight into strategy. We define themes to own, audiences to reach and messages that cut through, all shaped by sector trends and relevance gaps.
Relevance Program
We create a 90-day delivery cycle to keep you relevant. We deliver targeted stories, content and campaigns that raise your relevance with people leaders. Short cycles keep your PR aligned to with what’s happening in the world of work and with HR leaders.
Relevance Review
We continually review and rescore your relevance. We look at coverage, sentiment and competitors to identify how your program is performing. You get clear recommendations on what’s working, what’s fading and where to focus next.
