In this sink or swim environment, fundamental shifts in spending have seen many a PR agency rise to the challenge over the last decade - becoming an ever-more vital link between the brand and the end user. So says Client service director and strategist at Paddington Station PR, Paul Reynell.

It’s true that global economic downturn of the last decade has undoubtedly caused a radical shift in consumer behaviour on the one side and corporate decision making attitudes on the other but it’s interesting to note how the marketplace is adapting. Much like the path trod by the advertising agencies, we’re now see factions within the PR marketplace break away and become ‘specialists’ in their own fields. “Probably one of the more complex and intricate PR scopes is that of brands engaging consumers in the lifestyle sector.”

“And what makes it complex is not only the ever changing face of technology and communication, but also the increasing number of touch points that the end-user bases their decision before buying into a particular brand.”

Businesses that survive in all climates will be those with the focused PR strategies, the most creative - yet targeted - approach to customers, the highest perceived value, the greatest service and, of course, the hungriest sales force.

The team at Paddington Station PR firmly believe that in this sector it’s not only about strategy and measurable results, but also about creativity, believable content and solid tactical plans. This approach coupled with a thorough understanding of the lifestyle media landscape and the various tools within the PR mix, such as sponsorship and the leveraging investment against it, will help brands break through the clutter of the fast growing media landscape to meaningfully engage with consumers on multiple levels.

“Positioning ourselves as a specialist PR agency from the very beginning was a vital step as it has had a huge bearing on how we resourced the agency and the expertise we required to meet our client’s mandates,” continues Reynell. “It is for this very reason that a senior member of the agency’s management team is a former lifestyle editor supported by trend-watchers who provide insight into consumer market trends.”

For more information on Paddington Station PR, please visit www.paddingtonstationpr.co.za or call 021 486 2500.