News
& Views

The Importance of a Little Black Book

by Odette Freedman, Account Director

As all PRs will tell you, the industry is changing. Fast. We’ve moved from a focus on print press, to a wide-spanning portfolio that spans across print, digital, experiential, social, influencer marketing and more. The ever-changing media landscape and the increasing consumer points of contact builds on a daily basis. Amongst the movement and the fast-pace media world, one thing stays constant: the importance of relationships built and the time spent face-to-face with press.

From day one, we’re told that our Little Black Books are our beloved possession and focus for nurture, which remains true to today. Has the entity of the press release now become derelict, even? It’s certainly a tool that lacks gravitas without a relationship built to back it up and a reason for the email to be opened. No subject line is witty enough these days to engage with a busy journalist and push them to read one in a thousand notes in their inbox without a recognised name to go with it.

It was with this in mind that we hosted 10 top tier, target press for an intimate Christmas dinner at the Chef’s Table in City Social, a beloved sky-high restaurant in the clouds of Tower 42. The Homesense team were pouring prosecco and sleuthing through the guests’ pages, the exclusive updates they need and the timeframes they need them in. Part of the perks of working in PR is the evolution of a story – what was discussed six months ago suddenly becomes relevant, and it’s time to press-on-the-gas, source the stats and secure the bigger, deeper-dive brand story telling features that will make the difference. So, The Sunday Times, London Evening Standard, Fabulous magazine, Press Association, Metro and more were hosted for a mid-week treat, getting some time in for a cocktail, chatter as well as – obviously – the Homesense cause!