086 – How to build a PR Strategy

086 – How to build a PR Strategy



John Ozimek – Co-Founder & Director:

John has 20 years of experience in technology PR and marketing, and has worked with global giants such as IBM, Vodafone and Nokia, as well as many incredibly innovative and exciting start-ups.

Previous roles include Co-Founder & Director of Dimoso, Associate Director at Liberty PR, Account Director at Edelman UK, and Head of Marketing at Glu Mobile.

John’s skills lie in helping clients to harness digital and online marketing tools effectively, building a transition between traditional and forward-looking communications strategies, and bringing creativity to his day to day work.


James Kaye:

James has 20 years of B2B and B2C marketing experience (which is crazy seeing as he claims he’s only 21), and 10 of these years have been spent working at an international level within the mobile sector.

James worked alongside John, prior to forming Big Ideas Machine, when they co-founded award-winning PR/Marketing agency dimoso.

  • Over 20 years experience in B2B marketing
  • In depth knowledge of the Mobile & Games sectors
  • Worked at the Daily Mirror, BT and Orange
  • Been a consultant for several companies including Flurry (acquired by Yahoo), Exent and Scoreloop (acquired by Blackberry).


Main talking points include:

The Big Ideas Machine – came from the need of B2B tech companies needing Apps. This has evolved into an agency that pivoted into a PR / Marketing Agency. 

The PR industry is a closed industry – there was a need to have a creative approach in the PR industry. 

B2B doesn’t need to mean “Boring to Boring” – James Kaye. 

The creative industry is a linchpin to the economy, yet B2B companies don’t agree with it. 

The PR industry is based around perception – eg: Apple

  • Apple’s PR is making people have a good feeling about Apple and the quality that they create
  • Apple’s marketing is about showing the benefits of their products and how they can change your life.


What PR can do: 

  • People are looking for PR to have an effect on the bottom line.
  • PR and marketing are different disciplines and need to be treated as such, but they do need to work together.


Building a PR strategy – needs to be a collaborative process:

  • What is it you think you want, and what is it you really want?
  • The PR industry is playing catch up with some of the metrics that the marketing industry.


Inbound PR: 

  • PR used to be simply shouting about what you do.
  • With social media (LinkedIn primarily for B2B), PR is becoming far more of a trust building factor.
  • See Ginnie Detrich ??

    • The PESO model
    • Book: Spin Sucks
  • PR has now pivoted to a content marketing process.


The context: 

There used to be a lot of trade media that was mixed with product advertising. 

With the move to digital, some of these streams of advertising have gone. 

When we’re looking at content marketing / PR / etc… 

  • Who is your customer?
  • What problem do they have?
  • What problems do they solve?
  • Why should your potential customer be bothered?

A fundamental part of the purpose of content creation HAS TO BE SEO. 

  • The affects on linkbuilding

The hardest thing in PR is that you can’t guarantee a result… If you want a guaranteed result, you need to do advertising. 


Where to start with PR: 

  • What is your perception of PR? It’s not about Media Relations!
  • Understanding your objectives and the media coverage that can help you get there
  • Measuring the inbound results of this, right down to the volume and quality of leads that you are generating
  • Automating the process where necessary





Brian Dean – Backlinko

Neil Patel




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