In an ever-evolving world of PR and marketing driven by rapid technological advancements and changing consumer behavior, businesses are challenged to stay ahead of the curve. Digital platforms, social media, and data analytics are reshaping traditional strategies. Lewis Webster and Edward Bruce of Blackspire Partners demonstrate that in this dynamic environment, establishing and securing brand authority is more important than ever.
Before founding black spire partner, Lewis Webster and Edward Bruce made great strides in the music industry as business owners. Their journey began with collaborations with various leading companies such as Boiler Room, Sony/RCA Records, and Red Bull, which made them a name in the industry. In particular, Edward has achieved gold and platinum certifications in France and Belgium through his artist management. This musical foundation not only honed his skills in spotting trends and talent, but also laid the foundation for an innovative approach to PR and marketing that blends rhythmic creativity with strategic vision.
Lewis Webster and Edward Bruce, who moved from remarkable success in the music industry to the forefront of public relations, positioned Blackspire Partners as a pioneer in modern PR strategy. The co-founders came together to share their unique insights and visionary tactics that differentiate agencies in a competitive market, providing a guidepost for companies looking for dynamic and effective PR guidance.
1 The year is 2024. If you don't have a guarantee, don't sign.
A warranty is the most important thing a prospective PR or marketing agency client should expect. Without them, Lewis says, “you should run in the opposite direction.”
There are many ways to include guarantees as part of your contract with a PR or marketing company.
- ROAS (return on advertising spend): Choose companies that have multiple examples of ROAS numbers they have achieved in the past. If you have extensive experience in delivering great results in your industry, you may be able to set up and refine your marketing techniques to provide the lowest multiplier. These demonstrate marketing ability and confidence in the product.
- Coverage Guarantee: We currently live in the most interconnected era in human history. PR companies no longer need to have just one local newspaper or TV station to pitch stories to. Instead, countless media outlets are eager to share the story. The ability of a PR firm to secure both quality and quantity of media coverage now depends on the firm's expertise and proficiency. It is important to do a thorough investigation. Research their track record with past clients, consider case studies, and note where they've been referred. As Lewis aptly points out, claiming that any level of media coverage is not guaranteed in 2024 is just a “joke”.
- Audience/Exposure: A more direct “guarantee” is commonly associated with influencer marketing and is an expectation that a PR firm’s clients should reasonably have regarding the visibility of their stories. It is essential to assess AVE (advertising value equivalency), a metric that reconciles the audience size of media coverage with the cost required to achieve the same exposure through alternative advertising channels such as television advertising. This evaluation will help you determine the value of his PR to both you and your business.
Extended tips: Proactively ask for specific examples and case studies from your agency to demonstrate how they have achieved coverage in the past. This approach provides clear insight into its functionality and reliability.
2 Advantages of full-service marketing:
Edward emphasizes the huge impact of a comprehensive marketing strategy. A multifaceted approach leads to more meaningful and measurable results than individual marketing efforts. This is a service that Blackspire Partners proudly provides to many of our clients.
Consider the following hypothesis.
There are three unique companies: A, B, and C.
Company A relies solely on PR for marketing, while Company B chooses Google Ads. In contrast, Company C takes a holistic approach that integrates Google Ads and PR services. result:
- Company A achieved good exposure through PR and achieved an abstract value of 5.
- Company B's Google Ads performed well, produced excellent results, and produced an abstract value of 5.
One might expect that Company C would leverage both marketing channels to achieve an expected abstract benefit of value of 10, but that assumption should be revised. Company C experiences a notional profit of (10 + x). Edward describes this phenomenon as full-service marketing. Imagine a potential customer who is slightly intrigued by an advertisement for your product. My instinct is to search online. Given Company C's strong media presence, potential customers first encounter glowing product reviews in the industry's most authoritative publications related to Company C. Obtaining this added value 'x' is achieved through full-service marketing. You need to have as many touchpoints as possible with your customers. Each additional marketing channel supports and enhances the next marketing channel. There's more to strengthening your marketing campaign than just great product reviews. “There are countless other examples,” Edwards says. To reap the maximum benefits of full-service marketing, you need to increase “x” as much as possible.
3 Results are everything:
Lewis and Edwards emphasize the importance of seeing tangible results from your marketing investments. They advocate transparent, results-oriented contracts without long-term lock-in. The main considerations are:
- Monthly performance indicators: Choose an agency that provides detailed monthly reports showing the progress and impact of your efforts.
- Client retention rate: It stands to reason that a company that refuses to accept a contract term of less than 12 months may be locking you in. Because otherwise you would have quit. “That's a red flag,” said Lewis, who believes short-term contracts should always be available to customers.
In today's fast-paced world of marketing, choosing the right PR agency requires an informed and careful approach. We demand contractual guarantees to ensure accountability, consider the benefits of a full-service marketing approach that delivers synergistic brand effects, and prioritize agencies that are results-driven and transparent in their performance metrics. .
The unique blend of music industry knowledge and marketing acumen that Lewis Webster and Edward Bruce bring to Blackspire Partners underscores the agency's exceptional approach. Their history of creating stories that resonate and achieving measurable success across industries provides a compelling model for companies looking to expand their presence. By working with partners who not only navigate but shape the evolving landscape of public relations and marketing, companies ensure sustained growth and overwhelming brand authority that mirrors past chart-topping successes. can do.
Rolling Stone UK was not involved in the creation of this content
