FALLOW, FIELD & MASON
PR & COMMUNICATIONS CONSULTING
"Juliet is a true professional, consistently delivers and is constantly driven."
ABOUT THE FOUNDER
With twenty years' communications experience across a variety of sectors, Juliet Fallowfield 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 new businesses she founded FF&M.
Considering PR to be a service department of any company, Juliet has adapted and grown global communication departments in London, Sydney and New York, in order to support business growth. Having held senior marcom positions with the world’s leading brands and with a proven global network of press contacts, Juliet’s experience stands her in good stead to support all businesses.
Brand experience: Asprey, Burberry, CHANEL, De Beers Jewellers, Givenchy, Graff Diamonds, Shangri-La Hotels and Resorts plus corporate and financial clients.
Sector experience includes: Corporate, beauty, fashion, fine and high jewellery, watches, accessories, travel, hospitality, as well as overall brand building.
Named in the top 10 luxury PR specialists in PR Week's ‘Power Book’ awards, 2019 & 2020.
THE PR NEED
Small businesses and startups need brand awareness pre, during and post launch, in order to build a loyal client base and generate revenue. However, there is rarely a budget to retain a strong enough PR agency, to build a relevant communications strategy or the spare time to induct them, let alone manage them daily.
To achieve significant editorial or social content takes a significant investment in time. From creating brand narrative and tone of voice, to developing angles and pitches, to media list generation, press outreach and follow-up, not to mention pitching for brand partnerships, communications is one hundred per cent a 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 FALLOW, FIELD & MASON CONCEPT
FF&M can plan, execute and manage your communications launch strategy while coaching you to own the PR process as you grow.
As a knowledge broker with a global press network and proven track record of qualitative results, Juliet and the FF&M team provide clients an affordable, dedicated in-house/agency hybrid communications solution for your launch, with handover, recruitment and training as part of the service.
The net result is that you will own your press network, your business will communicate effectively with your target client base via editorial, all without the budgetary burden of a retainer.
FF&M will train you in PR, and setup your PR function if appropriate, to the point where you’ll run your own press office. FF&M will then continue to be nearby to support you as the business develops.
TAILORED PUBLIC RELATIONS MODULES AVAILABLE
TO SUIT START-UP, SME
AND ESTABLISHED BRAND NEEDS
ANALYSIS OF YOUR PR
TOOLS & ASSETS
PR TOOL KIT
CREATE A SUITE OF RELEVANT PRESS TOOLS
PROACTIVE PR OUTREACH MODULE
COACHING ON HOW TO
PLAN & PITCH TO PRESS
PRESS OFFICE SUPPORT MODULE
SCOPE, SETUP & TRAIN YOUR PRESS OFFICE
PR AUDIT MODULE
ARE YOU PR READY?
This module will help you assess what public relations tools your company needs, as there is no one size fits all. It will ensure consistency, strength, identify the gaps and where there are opportunities to repurpose existing assets.
With over twenty years’ experience pitching brands to globally renowned Editors, FF&M offers a PR AUDIT module to ensure that you are in the strongest position with the correct tools in order to start pitching. This will not only save you budget and time but ultimately save your targeted Editors from a bad pitch.
Additional: This module will also ensure that you are in a strong position to secure the right external PR representation, for the right retainer, should you need additional communications support. It will feed into and support any paid, owned and earned and marketing campaigns as well.
PR AUDIT MODULE: Minimum two full days + full PR TOOL SWOT analysis delivered
BRAND VISION & MISSION: Discuss your company's purpose, analysing the vision and missions statements.
BRAND NARRATIVE: Analyse your brand's current tone of voice and storytelling.
MESSAGING & PR ANGLES: Analyse your company's key unique messages and relevance, depth, consistency and strength of angles.
COPY: Scrutinise all copy affiliated with the brand, across consistency, messaging and impact.
SWOT: Deliver full analysis including recommendations across all owned platforms (website, LinkedIn, socials, CRM) with both the business and PR in mind.
MEDIA SPOKESPERSON: Assess the proficiency and/or need for relevant training with company spokesperson via live Q&A filmed interview.
MARKET PLACE ANALYSIS: Identify and analyse key competitors, successes/failures, what works/why/why not in business and PR.
AUDIENCES: Assess where your current and prospective core clients and press audiences are and could be.
ASSETS: Evaluate your PR asset bank, strength and strategy.
TOOLS: Evaluate existing, missing and prospective PR tools relevant to paid/owned/earned strategies.
PR TOOL KIT MODULE
DO YOU HAVE THE PERFECT PRESS TOOLS?
This module will deliver all of your required PR tools, from press releases to corporate statements.
Due to Editor inbox overload, it is crucial to only share pertinent press tools that land well with editorial press.
Having worked with many international luxury brands, FF&M has the necessary experience to deliver the press tools you need at an excellent standard in order to secure significant editorial coverage.
The PR TOOL KIT module will deliver consistent, thoroughly thought-out brand specific copy, documents and communications strategies that will service your PR needs as well as your full 360 marketing campaigns (i.e a defined brand tone of voice not only for press releases but social media/website etc too).
Working from an identified press tool shopping list, the tools created and delivered by FF&M will be capable of servicing press launches as well as each and every unique press request. Conscious of budget, FF&M will repurpose existing assets where possible and upon conclusion, deliver a fully usable tool kit that can service all your platform needs, not just PR.
FF&M PR TOOL KIT: Minimum two full days + PR TOOL KIT deliverables (bespoke)
Who do you want to speak to and when?
BRAND VISION & MISSION
What is your core business goal?
How do you want to communicate your brand?
What are your unique points of difference?
What does an Editor want to hear?
What do the press and ultimately prospective clients see?
How to allow Editors to learn about your brand?
How confident are you speaking to the press?
Do you know who else is pitching the same story?
HOW DO YOU PITCH TO
This module will train you to confidently and efficiently pitch your story to the press and land editorial coverage, building brand awareness and ultimately supporting your business.
It can be daunting picking up the phone to an Editor; however, it does not need to be. By learning how editorial journalists prefer to work and how best to approach them with your news, you'll gain a greater confidence in how to optimise your PR approach.
FF&M's aim is to enable clients to own their pitching in-house for the long term, as well to start to enjoy it too. It is in this way that you’ll build personal relationships with key press for the long term. With a proven track record in achieving great editorial results for clients, FF&M will coach you to achieve these results directly.
FF&M have two options for clients, either to be their press facing PR to start with or to support silently if you'd like to own it from the start.
N.B. PR tends to fall down the list of new business priorities as there are so many other things to consider when running a company. The common misconception is that it can be done at the last minute and that all journalists will want to hear your story. By factoring it in at the start of your business plan, you're ensuring not only a stronger story will be told to the press but with the right lead times in place to land the coverage.
By learning how to run your own press office efficiently and effectively, it will also support economies of scale when the time may come to delegate PR to a team member.
PROACTIVE PR OUTREACH MODULE: Minimum one full day
PR COACHING INCLUDES
MEDIA LIST: How to create your own global media list, utilise online database platforms, register your contact details, find your priority targets.
RESEARCH: Where and how to look for new story-telling opportunities, how to create a forward features editorial calendar.
PR PROCESS: How to set up your proactive pitching process and optimise your press tools.
DRAFT & TAILOR: How to draft pitch emails to press targets and adapt your brand's story with the appropriate angle.
PITCH: How to pitch your story to the press at the right time with the right tools.
EDITORIAL LANDSCAPE: How to monitor the competition in the press effectively to strengthen your pitch.
NEWSLETTERS: How to find and subscribe to relevant media newsletters to keep you up to date on media news and movements.
REPORTING: How to track and evaluate your coverage efficiently.
SHARING EDITORIAL: How to optimise your 'owned' (web + social) platforms with 'earned' editorial in line with publishing regulations.
PR TEAM MODULE
WHO DO YOU TRUST TO TELL YOUR STORY?
This module will ascertain what PR your business needs and secure the right talent in order to support it.
Relationships are key with the press given they are contacted daily by thousands of PRs. In order to secure your coverage, your brand needs a PR who can cut through and land your story. Every business needs an ‘always on press’ office that knows every inch about the brand. Not only does this require a large investment of time but also a specific skill set. It is not only important to have the right tools ready to pitch, but have the right talent and voice to pitch them.
Always keeping costs and objectives in mind, FF&M will work with you to identify what PR support your business needs plus the best PR team solution. FF&M will recruit, train, develop and mentor in-house talent or help you through the PR agency pitch process.
FF&M PR TEAM: Minimum one full day + PR TEAM function analysis report (bespoke to individual company needs)
FF&M WILL LOOK AFTER:
SCOPE OF WORK: Write a relevant PR scope of work to best service the company now and for the future
JOB DESCRIPTIONS: Create accurate and industry-appropriate job descriptions
BUDGET: Identify a relevant budget in order to deliver the company’s communications objectives
MEASURE: Set relevant PR KPI’s and deliverables
TALENT: Identify the best talent, or third party representation, in the market
INTERVIEW: Host first round screening interviews
SHORTLIST: Deliver a shortlist of five candidates and consult on final round candidates including budget negotiations
Having built press teams for leading international brands, FF&M is proud to share the testimonial page as a record of success.