LawsonClarke promotes Bond ‘double agent’ turned author

November 22, 2012

With all the talk of Skyfall, the latest Bond film at the moment, we thought we’d take the opportunity to share the recent news of our very own Bond link – actress Fiona Fullerton who played KGB double agent Pola Ivanova in the 1985 James Bond film A View to a Kill

We have known Fiona for a number of years, originally through our work in the property world and were delighted when she approached us to launch her new book Dear Fiona – Letters from a Suspected Soviet Spy this autumn.  Initially the brief covered just print media, but as the project progressed Fiona also asked us to handle broadcast media.

The story of a high profile, glamorous actress having a ‘pen friend’ relationship with a real suspected and imprisoned Soviet spy sounds both romantic and unlikely.  But this true story is a fascinating insight into both their lives and how they supported each other against all odds and forged a 30 year friendship.  We won’t spoil the ending, but it really is an amazing read and has had great reviews.

We achieved some fantastic results including BBC Breakfast, BBC Radio 2 and Radio 4, BBC South Today,  as well as coverage in The Daily Mail, Woman and Home and regional print media and radio nationwideSo we just thought we’d share a snippet of the editorial coverage we achieved here.

Double click on images to view

 
     

The overall campaign gained an Opportunity To See (OTS) of an audience in excess of 30 million.  For those of you not in the PR world, this literally means the number of people who had the opportunity to see, read or watch coverage of the book launch!

Neither shaken nor stirred by having to give all those press interviews, Fiona was very happy with the resulting media exposure for the book which is already selling well.

 

PR Interview with Jeremy Clarke, MD, LawsonClarke PR

May 31, 2011

Reproduced from FeaturesExec Media Bulletin, 31 May 2011: http://www.featuresexec.com/bulletin/news.php?newsid=XiEig

Every fortnight, our PR interviews profile an agency head to find out more about their work, their clients and working with the press. Jeremy Clarke, managing director of consumer agency LawsonClarke PR, shares his advice on choosing a PR consultancy and using social media.

About the agency

What areas of PR does the agency specialise in?

LawsonClarke PR is primarily a consumer agency, specialising in automotive, property, home interest and lifestyle, which embraces everything from travel, children’s interests, sport, health & wellbeing. The business was founded in 1981 – 30 years ago this year, and has broadly remained in these market categories, although property has developed strongly as a core pillar over the past five years.

What is special about your agency’s approach to PR?

We have a dedicated team of experienced consultants – not uni-fresh youngsters – who work hard and see things from both the client’s and journalist’s perspective. We know what both parties want to achieve, and aim to meet these requirements quickly, effectively and cost efficiently.

How do you ensure clients get the right coverage in the press?

I believe we have a fairly relaxed approach to how we work with journalists, by working with them rather than bombarding them with material they’re not interested in! We start by targeting the right people – increasingly freelancers, finding out what they want, tailoring our clients’ news and having secured their interest, bending over backwards to meet their timescale and need for interviews/quotes/hi-res images etc.

We say that half the job is about being proactive, the other half reactive which simply means having an effective press office in place to help. Journalists often say they come back to us because they know they’ll get what they want quickly and efficiently, which isn’t the case with many other agencies.

What do you look for in new recruits?

Experience, enthusiasm, commitment and flexibility.

We only field specialist consultants – either with particular market sector experience or communication skills – who get the job done without the fluff and flaff!

About clients

What advice would you give to clients choosing a PR consultancy?

There’s a lot for a client to think about when appointing an agency, and I’ve touched on many of these points in my recent blog post, ‘Choosing a PR consultancy and getting it right’.

While relevant experience, creativity, knowing the press, a successful track record and social media skills are all important, chemistry seems to be the clincher for most enduring client/consultancy relationships. Finding a fair and equitable budget level that meets the expectations of both parties also removes the angst that can scupper a relationship further down the line.

Tell us about the clients you are working with at the moment. What sectors are they in, and how are the campaigns for them going?

Brabantia the housewares brand has been a client for over 20 years, but there’s always something new to talk about. Last year we took them in to social media in a big way, launching @BrabantiaLife on Twitter, a blog, Facebook and Flickr. This year the brand is broadening its offer by moving into casual dining, and we have a major press launch next month at the Good Housekeeping Institute.

Richmond Villages has been a client for several years. The company designs, builds and operates luxury retirement villages. We are profiling the company’s five villages and positioning them for their aspirational lifestyle, and with great success. Coverage in the last week has appeared in key target media such as The Sunday Telegraph, Daily Mail, Daily Express and The Lady.

SsangYong is a Korean car company and has appointed us to help profile the brand in the UK, and launch its new crossover model, the Korando. We have been involved on a ‘soft launch’ of Korando which started with an international press preview in Mallorca, resulting in some extremely positive media coverage, including an unprecedented seven pages in Autocar.

Clients Butler Sherborn, Ecospace, Manningford Croft, and The Bay at Talland keep us busy on the property front. With a wide variety of stories – from million-pound country properties, to eco homes and designer garden offices, we have had a lot of different angles to pitch to the national and consumer property media, and again with spot-on targeted results.

Is there a potential client you’d love to work for?

We have worked with major corporates, international brands, public sector clients and SMEs (small and medium size enterprises), and for us, doing satisfying work for appreciative clients who we enjoy working with and for a fair return is the name of the game. It’s certainly not about massaging our egos by representing brand x, y or z.

Which campaign are you most proud of?

Our ongoing work for Brabantia is continually satisfying. As the brand has evolved its product range in line with developing trends in design, food, cooking and casual living, we have adapted our messages and outputs to the media, which has itself evolved by spawning a raft of new consumer titles focusing on theses areas, as well as online.

About you

Do you use social media? If so, how useful do you find it?

I was an early adopter of Twitter and definitely an advocate of social media, or online PR as I prefer to call it. My recent blog post entitled ‘Social media made easy’ is designed to help those not yet using it or who remain unconvinced, and to demonstrate that it’s only a small step on from using e-mail or the internet.

Useful? It’s invaluable, and I use it for keeping current and building relationships; we’ve even been offered work by tweet!

Do you attend networking events? If so, which are you attending soon?

As someone once said to me, “You can’t do PR from behind a desk” – meaning you’ve got to get out there. I try to attend a varied mix of events – professional, sectoral, regional. You never know what you’re going to learn and who you’re going to meet. As a member of the Motor Industry Public Affairs Association http://www.mippa.com I attend a number of their events which can be training focused (currently on social media), meeting other PRs or journalists.

My next, albeit slightly unusual networking event will be taking my old TR6 sports car on the annual Guild of Motoring Writers classic car trip to France; it’s a great opportunity to catch up with motoring hacks in a relaxed environment without a story pitch being involved!

Extra Information


SsangYong renews its relationship with LawsonClarke PR

November 4, 2010
Korando on the international press launch in Mallorca

Korando on the international press launch in Mallorca

After a seven-year break, LawsonClarke PR is again managing the UK media relations for SsangYong, the Korean automotive brand.

The consultancy was instrumental in launching the Rexton for the previous importer in 2003, and has recently assisted with the international launch in Mallorca of the brand’s first crossover vehicle, the Korando.

Designed in Europe by Giorgetto Giugiaro and on sale in January, the new Korando represents a major step forward for the brand, and allows SsangYong to expand from its core SUV (sport utility vehicle) model range.

Press release, press pack and images available from: http://www.lawsonclarke.com/releases/press-ssangyong.htm

Corporately, the company is in the final stages of confirming its new global partnership with Mahindra & Mahindra of India; announced in August, this is scheduled to be concluded within the next few weeks.

“These are exciting times for the brand and there will be a lot to talk about,” says Paul Williams, managing director of importer, Koelliker UK Ltd, “and we’re delighted to have teamed-up with LawsonClarke to assist us.”


Brabantia Increases Online Presence via LawsonClarke PR

May 5, 2010

BrabantiaLife blog

BrabantiaLife blog

BrabantiaLife blog – Twitter – Facebook – Flickr

Brabantia is taking a lead in the housewares industry by embracing social media into its communications. Working with its longstanding PR consultancy, LawsonClarke PR, the brand is launching a combination of coordinated online channels – a blog, Twitter, Facebook and Flickr.

Designed to help communicate with consumers around the globe, the new initiative is intended to help ensure the brand listens to and engages with relevant discussions taking place online.

Brabantia Life blog – http://www.brabantialife.com

The new Brabantia blog – which can be seen at http://www.brabantialife.com – is presented in an easily accessible lifestyle format, and includes a range of hints, tips and comments on colour, design and domestic life, as well as news and information about Brabantia products.

Intended to be both fun and informative, there are competitions and timely musings on what’s current, and people are encouraged to join in, comment, make suggestions, post pictures and even do some guest blogging.

In fact, guest bloggers have already provided their ‘tip-top tips’ on spring cleaning for busy mums & dads, how to use a dishwasher and keep your glassware sparking, and even offered a clever idea on where to store your replacement bin bags. There have also been posts on the contentious subject of Marmite cereal bars, about sparkling Australian red wine, and this month’s colour for Colour Your Bin.

Twitter – http://www.twitter.com/brabantialife

The company is tweeting on Twitter as @BrabantiaLife and invites you to come and ‘follow’ what’s being shared and discussed by signing up and joining in.

Facebook – http://www.facebook.com/brabantialife

There’s a Brabantia fan page on Facebook where news and views are shared, and which is already attracting fans from around the world.

Flickr – http://www.flickr.com/photos/brabantialife

Finally you can find and post images and videos on Flickr, the useful file sharing site if you ever need a Brabantia image.

Said David Slater, sales director of Brabantia UK: “The communication world is constantly evolving. The internet and social media now give people far more open and participative relationships with their friends, family and colleagues, and this also extends to the products and brands they favour. It’s now about dialogue rather than the one way delivery of marketing messages, and in partnership with LawsonClarke we’re fully engaging with these changes.”

Added Jeremy Clarke, managing director of LawsonClarke PR: “We have seen Brabantia, its products and the media landscape evolve over the 20 years we have worked together, but the speed with which communication has changed in the past 24 months has been unprecedented. It’s very rewarding to see such a well established brand adapt to this new media so quickly.”