Staff Reporters
Dec 8, 2021

The Hoffman Agency launches media relations consultancy

The agency goes ‘back to basics’ as it emphasises the importance of B2B brands connecting with the media.

Caroline Hsu
Caroline Hsu

The Hoffman Agency has launched PR+, a consulting service to bridge the gap between B2B tech brands and journalists. The service is aimed at creating a better value exchange between the two sides based on mutual understanding and alignment of expectations. PR+ forms part of the agency’s integrated marketing communications offering debuted in June this year.

The agency has observed that there has been a loss of focus on media relations as B2B brands rush to adopt new services beyond PR. Client challenges include an inability to clearly articulate what they do; jargon-heavy communications regardless of audience; an overload of product announcements and messages; a tendency to talk about product and brand out of context; and unrealistic coverage expectations.

Caroline Hsu, APAC managing director of The Hoffman Agency, said that improved media relations for B2B clients can ultimately lead to international expansion and investment.

“Addressing the gap between brands and media is key to achieving this, and it means putting content at the centre and ensuring stories are grounded in the real world, with genuine value for journalists and their audiences,” she said.

PR+ counsel will include workshops to audit client assets and identify ‘nuggets’ relevant to current business affairs; story and story bank development; the creation of content that eliminates jargon; and media intelligence including C-suite spokesperson training, guidance on achieving coverage in top-tier media, and on running international media programmes.

The regional PR+ media hub will lead media relations and editorial support in collaboration with local market media consultants in each market in the network including Hong Kong, Singapore, China, Taiwan, Japan, Korea and Indonesia.

Source:
Campaign Asia

Related Articles

Just Published

7 hours ago

40 Under 40 2024: Tim Lindley, VaynerMedia

Lindley’s work at VaynerMedia, balancing strategic vision and growth with empathetic leadership, makes him a standout figure in the APAC marketing landscape.

8 hours ago

How indies are closing the gap between holding ...

In a true David vs. Goliath battle, nimble independent agencies are defying the "bigger is better" narrative, winning top clients and industry awards with smart investments, speed, and agility.

8 hours ago

Marubeni banks on J-Pop singer Ado's mystique in ...

In her first-ever advert appearance, J-Pop superstar Ado teams up with Marubeni to deliver a metaphor for collaboration and overcoming challenges.

9 hours ago

Moves and wins roundup: Week of February 17, 2025

Netflix, Pageone Group, Golin, Mars United Commerce, the Parramatta Eels and more in our weekly collection of people moves and account news.