OUR MISSION & VISION
Fallow, Field & Mason is the alternative to a PR agency.
Our mission: We enable businesses to own their PR in-house for the long term, avoid monthly PR retainer fees and become their own best storytellers.
Our vision: To nurture a common understanding that PR is best-owned in-house so that brands and businesses can meet and speak directly with their audiences.
“I found the PR Toolkit module to be a really excellent resource and training for my business, and the support from Juliet and her team was brilliant. I now have a much better understanding of what I need to do to put into place an effective PR strategy.”
Sarah Marshall, Owner & Creative Director, John Boyd Hats
THE PR NEED
To build a loyal client base and generate revenue, businesses need brand awareness pre, during and post launch. However, there is rarely a budget to retain a PR agency to build a relevant communications strategy or the spare time to induct and manage them daily.
Achieving significant editorial coverage takes a significant investment in time. From defining your brand narrative and tone of voice to developing angles and drafting pitches, to press list generation, press outreach and follow-up to pitching for brand partnerships, communications is an entirely proactive task.
Due to its nature, it can often fall down the list of priorities when more urgent matters arise, resulting in missed brand awareness opportunities and lost sales.
The FF&M approach ensures your business will communicate more effectively with all its stakeholders to ultimately drive sales.
THE FF&M CONCEPT
Fallow, Field & Mason believes that a company's founder, creative director or internal team is their own best storyteller when it comes to PR: public and press relations.
However, it can feel like an insurmountable task at times.
To build an effective in-house PR function, FF&M takes on the heavy lifting to set up your press office tools. FF&M then coaches you on how to use your tools and execute a bespoke PR and communications strategy.
Once you're up and running, FF&M continues to be nearby supporting you when you need, so you're never stuck for an answer on how to do something.
You will own your press network for the long term.
Your business will start to communicate confidently and effectively with target clients via the press without the burden of monthly PR agency retainer fees.
You will keep press contacts close, know how to plan for PR properly and, we hope, start to enjoy it.
Working to a detailed scope of work via three core modules outlined below and an agreed fixed project fee, there are no surprises.
HOW WE WORK - PHASE IN / PHASE OUT
We know that in order to pitch to press a business needs its press office set up properly.
This is why we deliver our first three modules in full one after the other. Modules 1 and 2 take a month each while module 3 is spread over three months.
The modules range between £3,500 - £6,000 + VAT depending on what you need. We aim to remove as much as possible from the scope outlined in each module so that you achieve the best ROI possible and avoid doubling up on previous work. Please do not let this put you off; if you have a fixed budget in mind please do share it.
To begin the COMMUNICATIONS AUDIT, FF&M conducts an in-depth Q&A session with the designated media spokesperson, ideally the founder or creative director. From there, we deliver all our work via 'live' Google Docs working through the scope of work one step at a time. At the close of each module, we deliver a comprehensive deck for your review and schedule a call within one week to talk through it all in detail.
With any copy work, we factor in two rounds of revisions with a two-week deadline. We also outline how much time we will need from you in order for us to deliver the work. Typically, modules one and two are 80% on us time wise. However, it is important to flag that module three requires regular weekly call time commitment from you, plus time set aside for tasks we set you to own your PR.
We are often asked if we can just deliver the PR OUTREACH COACHING module alone. However, without the COMMUNICATIONS AUDIT and TOOL KIT set up properly, pitching does not to work.
The PRESS OFFICE SUPPORT module is an additional module for when you grow to the point of needing a dedicated PR person in the internal team. We also offer an INFLUENCER MARKETING module as well as additional services including PODCAST PRODUCTION.
"Juliet is a true professional, consistently delivers and is constantly driven."
Holly Ross, VANITY FAIR
ABOUT THE FOUNDER
With over twenty years' communications experience across a variety of sectors, Juliet decided 2020 was the year to go under her own brand. Recognising her problem-solving nature could be better satisfied by working more regularly with developing businesses she founded FF&M.
Juliet has adapted and grown global communication departments in London, Sydney and New York, in order to support business growth. With a proven global press network and having held senior communications positions with the world’s leading brands including Asprey, Burberry, CHANEL, De Beers Jewellers, Givenchy, Graff, Shangri-La Hotels & Resorts, Juliet’s experience enables her to support businesses of all types.
Sector experience: corporate, services, prop-tech, beauty, fashion, accessories, fine and high jewellery, watches, travel and hospitality.
Named in the top 10 luxury PR specialists in PR Week's ‘Power Book’ awards.
WHY WORDS MATTER & THE ROLE OF PR
Creating a compelling brand story is key to connecting with your audience. It creates an understanding of who you are, what you do and your values. This builds trust between you and your audience, leading to greater brand power which will eventually generate sales and repeat custom.
Once you have established a strong brand narrative you can take your message to journalists, people of influence and tastemakers. This generates earned endorsement [editorial] which boosts your brand’s credibility and generates goodwill and sales.
When you send a pitch, your words can eventually secure digital coverage in trusted and elevated newspapers and magazines. Linking to coverage of your brand on their websites via your own press page can improve your website's search ranking. This is because the ‘inbound links’, or ‘backlinks’, tell the search engine that your website is associated with credible websites, therefore it is credible itself and should rank higher in the search engine results. This can drive ‘click-through’ traffic to your website, ultimately increasing brand awareness and driving sales among current and new audiences.