"DON'T PULL THAT STUNT ON ME..."

15.11.2011

While celebrity endorsements, competitions and abseiling down a building may be perfectly natural in the consumer world, professional services PR is different. We look at the differences and how credibility, trust and reputation are king in the professional services world.

"While some good product placement and a loving endorsement from Peter Andre might be great PR for the latest aftershave or book launch (or maybe not!), Peter's wise words probably won't instil much confidence in the ability of a law firm to do its job - a different approach is clearly needed!

"In the professional services sector, credibility, trust and reputation are the core of your proposition and therefore it's vital your public relations campaign is geared toward protecting and reinforcing this.

"For nearly a decade, Bell Pottinger North has shaped, managed and protected the public perception and wider understanding of law firms, accountancies, architects etc. and not once have we felt the need to drop a senior partner out of a light aircraft with a strategically branded parachute.

"We work with firms of all shapes and sizes to create and implement effective results-driven public relations and wider communications campaigns that are bespoke to our clients needs.

"We do this through a slightly more conservative approach that resonates with and targets the people that our clients want to do business with.

"Through a variety of PR techniques and wider marketing mix disciplines, we effectively position our clients' brands and differentiate them in an increasingly crowded market. We want to increase your brand's awareness specifically to help change the buying perception and behaviours of your target audience.

"In today's media-savvy and media-hungry society, audiences instinctively look beyond advertising. Editorial coverage is far more credible and carries the tacit endorsement of the journalist. This 'no tricks or gimmicks' approach reassures clients that the message you are delivering is genuinely true and can provide reassurance in these difficult times.

"Our 'horses for courses' approach means that, every day, we are delivering punchy, targeted PR campaigns for our clients that keep them in the public eye, establish trust and help to deliver the credibility factor.

"It's our job to control the messages that the media receive about our clients and their services in an appropriate way that does not detract from or diminish its strength."