Category: Uncategorized

Is Kindness a Competitive Advantage in Communications?

by Simon Glazer

In a world that increasingly feels geopolitically on fire, it can often seem that the loudest voices win. Many of us watch, somewhat awe-struck, as fast-moving global events unfold — events that affect us all as individuals, business leaders, business owners, families and communities.

At times, this leaves us feeling unsettled and a little helpless as we listen to world leaders and commentators grandstand, threaten, posture and position themselves for advantage. The more we read, listen and scroll, the more unsettling (and sometimes depressing) it can feel.

The question is whether this mindset and this way of communicating seeps into how we operate as business leaders and how we treat one another at work. More specifically, as tech leaders, marketing executives and comms/PR experts, I believe we do have choices. 

My message is simple (perhaps a little idealistic), but it’s something that has guided how I’ve tried (not always with success) to operate over the decades.

Authenticity

It’s important to stay true to who you are, what you can genuinely offer, and what you believe will, and indeed won’t, work for your clients and colleagues. Yes, we need to be bold and ambitious. But being realistic about what’s possible helps shape stronger communications programmes, and, crucially, builds trust. In my experience, clients and colleagues value honesty and clarity far more than over-promising or performative over-confidence.

Empathy

Most people are doing the best they can. We’re all working fast, smart and hard to keep things moving and to deliver value. It helps, from time to time, to step back and see things from another person’s perspective. To really understand where they’re coming from, how they might be feeling and what pressures they’re under. What is it genuinely like in their shoes?

It’s not always easy, but empathy strengthens collaboration and leads to better partnerships.

Kindness

For me, this is the big one.

Being kind, compassionate, and thoughtful within your professional ecosystem matters. It can be as simple as saying thank you and please more often. A small gesture, but still an important one.  Acknowledging the effort someone or a team puts into a project builds relationships and mutual respect. Recognise their time, care and commitment, even when things don’t go perfectly.

Done genuinely, this helps motivate people, builds stronger business relationships and improves comms campaign outcomes. In a crowded, competitive environment, kindness can set you apart.

In this challenging business landscape, where we’re all navigating our own professional and personal journeys, my view (and I may be in the minority) is that these traits are not weaknesses. They are strengths! 

They make our working lives in PR, comms, marketing and tech more collaborative, more sustainable, more joyful, and, frankly, more human.

What do you think?

And what guides the way you work?

To discuss your PR planning for 2026, click here to book a short intro strategy call.

As a reminder, Elate Communications is a UK based virtual comms agency focused on supporting US, British, European and global tech firms to grow and prosper.

Why Both The Boss and PR Were Born To Run  

by Simon Glazer

Remember your first big live rock concert? I’ve had the pleasure of experiencing some true classics over the years, including David Bowie, The Police, Elton John, Billy Joel, and The Rolling Stones. My first concert–back in the, er, 80s–was The Thompson Twins (Hmm) at London’s Hammersmith Palais! 

While all these were memorable, for me the greatest live performer is Bruce Springsteen. I had the chance to see him for the fifth time at Wembley Stadium over the weekend. The crowd and I sang along to his classics like “Thunder Road” and “Born to Run”—and on the drive back, it struck me how similar the magic of Springsteen’s performances is to a successful PR programme.

Here are what I consider to be the top four similarities:

1. Storytelling

Bruce Springsteen’s authenticity in his lyrics and the stories he tells is unparalleled. Done right, this same principle applies to PR; your prospects, investors, or the media will all respond positively to a good story.

Likewise, a successful PR campaign delivers for you as a brand when it tells compelling stories that have meaning and impact—connecting you emotionally with the audience. Take the time to build that story so it’s relevant and interesting to hear. 

2. Simple & Catchy Messaging

Messaging is crucial in both B2B and B2C, but is often overlooked by tech brands. Here, keeping your language simple and jargon-free will have significant impact. Like Bruce’s catalogue, your content should be simple and catchy–something people can’t stop repeating. Remember the line, “Everybody’s got a hungry heart”? Your language should have that same stickiness.

3. Presence and Presentation

At 74, Springsteen’s stage presence (supported by the E Street Band) is still phenomenal: his energy, passion, and obvious enjoyment on stage still captivate us. Similarly, when communicating with clients, prospects, journalists, analysts, investors, partners, or staff, your presence and presentation skills are key. If not delivered effectively, even the best words and messages will fall flat. To ensure your delivery matches the quality of your content, take guidance and expert advice to polish or improve your presentation skills.

4. Longevity

Springsteen has been around for decades, with his first album released in the early 1970s. While no one PR programme should necessarily last that long, longevity and staying power are crucial for building a reputation. Some of the most well-established global names in business hail from Japan, a country known for playing the long game. As a tech brand, take the longer view in building your reputation and brand awareness. Your audience needs time to recognise, understand, and follow your suggested CTAs; don’t be a one hit wonder—consistent effort over time will secure you a lasting place in the tech industry.

Summary

In the world of PR, as in the world of rock and roll, the elements that make a performance unforgettable are the same elements that make a PR campaign successful. Authentic storytelling, simple and catchy messaging, strong presence and presentation and a commitment to longevity are all crucial components of lasting success. 

So, just as the lad from New Jersey built a legendary career by mastering these elements, tech brands can achieve enduring success by applying similar thinking to their PR strategies. So, take a page from The Boss’s playbook and create PR campaigns that not only capture attention, but also build successful and profitable connections with your audience.

To discuss how to Boss your PR for 2024 and beyond, click here to book a short intro strategy call.

It’s Time for a Messaging Spring Clean

by Elate Communications

In London, it’s still ‘brass monkey’ weather (very cold) out there, but Spring is now on us!   

This is the time to create, upscale or refine your company and proposition messaging. 

 It’s time for that messaging spring clean! 

Why? 

Clear messaging is essential for tech firms as it underpins key aspects of the growth strategy, including communications, brand building, customer acquisition and retention, market positioning and investor relations. A well-crafted and consistently executed messaging strategy will contribute to the success and expansion of your tech firm. 

As a global communications director, and previous Elate client, says: 

“Your strategic messaging is one of the most important corporate assets you own. It defines what matters: who you are and the value you provide. Done properly, it puts you head and shoulders above the competition. If you’re not sure it’s 100% right, then don’t spend a penny more on communications until it’s nailed.”

“Messaging is the heartbeat of your brand, enabling meaningful connections with customers, prospects, partners, employees, investors and a myriad of influencers. It amplifies the value of your proposition, cultivates a quality reputation and builds your brand’s share of voice.”

Here are a few questions to guide your messaging Spring Clean: 

  • Is your corporate and product messaging aligned with your brand, mission and vision? 
  • Is it overly complicated and can you sum up your value in seconds?
  • Can the team roll off their tongues your top three strategic messages?
  • Do they resonate with your key target audiences? 
  • How does it play in your priority geographic and vertical markets? 
  • Are you leading key industry debates with a clear and authoritative voice? 
  • How does your story compare to key competitors? 
  • Do your messages include evidence or are they simply grandiose claims? 
  • When was the last time you refreshed and tested them? 

To discuss your messaging or 2024 planning, click here to book a short intro strategy call.

As a reminder, Elate Communications is a UK based virtual comms agency focused on supporting US, British and global tech firms to grow and prosper.

How to Sprint Towards a Successful ‘PR / Comms’ Business Relationship

by Elate Communications

On my run this morning (boy it was Brass Monkey weather today!), I thought about sharing some tips on how to ensure a successful ongoing client / agency relationship.  There are always ups and downs in these arrangements, as it’s of course partly linked to personal chemistry, but here are some of my key points for new, and even the more established PR, comms & marketing professionals, and agencies, on how to keep things positive and mutually successful for 2020.  

Plant Solid Foundations:

Providing upfront clarity is important.  Getting a clear brief, ideally a written one, but a verbal one could work too, on what the business actually needs is key. Beyond providing the key elements of the PR/comms brief, being clear on why the business needs support and what the business goals are, is required.  Is it, for example, about customer acquisition, investment, executive profile, geographic expansion or more likely a combination of connected goals?  Be honest and upfront, to avoid nasty surprises down the line. 

Active Listening:

From the beginning, and throughout the relationship, it’s important that both parties listen, really listen, to each other.  This is not only about building trust, and demonstrating understanding, but will enable the agency team to acknowledge, capture and integrate those ‘golden nuggets’ in to the programme.  Otherwise, these ‘magical gems’ could remain hidden, unsaid or worse still, said but unheard.  Likewise, agency consultants are providing advice that should be well thought-through, so brands should listen carefully, and seriously consider the advice.

Keeping It Fresh:

After the honeymoon period is over, that’s when the real work and fun begins.  The ongoing programme, linked to a clear plan, concise messages and agreed measurables, kicks off in earnest, but is partly dependent on contact, content, collaboration, chemistry and creativity.   Frequent contact with local and global teams will help trigger thinking and ideas, so build that into the schedule.   Content is still king, so ensure that there is a plan and process of identifying and building the smartest content from the most eager executives.  Collaboration with the broader team is key, as this will often inspire and spark ideas, but be frank about what will work in your region.  Chemistry and creativity are big issues, so more may follow here, but separately…

Marathon Not A Sprint:    

Linking ‘rather clumsily’ to my morning run, both sides desire a long term business relationship that is mutually beneficial.  Both honesty and realism are key, from the outset.  When it works well, it’s great, and we’ve all witnessed it work well, and indeed less well.   However, don’t shy away from contentious areas such as budget, mission creep, message challenges, KPIs, choice of agency partners or less than enthusiastic spokespeople / executives, as this all can be addressed.   

If we all collectively strive to move in this direction, this will help set us all up for a sustainable and successful long term and valuable Communications relationship.  Jog on!This is a work in progress for everybody, even us, but it has served us as a good directional guide.