Roger Tweedy Q&A

Q&A with Roger Tweedy, Head of Communications at APSCo


Why do you use PR?


·         Public relations is the art of engaging stakeholders through the media and influencing opinion. This makes it an essential part of the marketing mix for any trade body.

·         In today’s socially connected world, public relations is more important than ever before.  A single well placed tweet can be worth more than an entire advertising budget.

·         Public relations is usually our most cost-effective form of marketing.


What would your advice be to anyone looking to introduce PR into their business?


·       It’s usually a good move – especially if you’re anticipating important activity (such as product launch or business growth)  or facing a potentially controversial or sensitive issue.

·       Choose your PR partner carefully – they need to understand your sector and have a proven track record.

·       Share your business and communications strategies so they understand the bigger picture – and communicate with them all the time!


How do you measure ROI?


·         ROI is certainly important but there are more ways to measure it than just a pound for pound immediate return.

·         PR is about building your brand identity, keeping your competition out of the spotlight and cultivating useful relationships for your company.

·         This might seem more intangible than a set of numbers to be crunched, but it can be essential for your company’s success.

·         Having said that, set clear and measurable objectives for your PR partner and monitor progress regularly.

Related Post

Rules of Engagement in a Digital World How are recruitment firms dealing with the challenges and opportunities provided by the myriad of social media channels through which we can now all e...
What’s the future of a recruitment consultan... See what Gary Watson of Investigo and Chris Herrmannsen of Ochre House thought when they discussed this issue at our recent round table event which di...
The toughest interview questions and how to answer... Last week, the media was hit with articles professing to know the “10 toughest interview questions” of all time, rendering offices everywhere pensive,...

Leave a Reply

Your email address will not be published. Required fields are marked *