Amber believes that whilst many larger agencies have an ‘all-round' PR offering, it's the specialist agencies that really know their market.  Establishing Azaria four years ago after working for some of the world's leading PR companies, Amber realised a gap in the market for a niche baby and parenting agency that really knew their stuff.  She says; "It makes sense that if you work in one sector, you really get to know it inside out and can deliver excellent results."

Strategy

Azaria currently works with market leaders including BabyBlooms, Funky Feet Fashions and organic nursery collection Natures Purest, to name but a few.  In some cases Azaria has taken them from small start-up cottage industries to market leading brands.  But even if companies are well established and have had extensive PR before, Azaria directs to them back to basics. "The key is to establish the business' five year goals." says Amber. "Only then can an accurate marketing strategy can be formed, and activities created to make that strategy come to life."  So much so, Azaria has its own strategic director in the form of Amy Lewis.  Amy's background in law means that she has an eye not just for details, but the overall big picture.  Her primary role therefore is to step back from everything that the brand has been doing before and look at it with a fresh pair of eyes.  She says "Sometimes it's hard for brand managers to do this when they're so close to their product and that is where we can really add value."  Azaria develops annual marketing strategies for all their clients, which are reviewed at quarterly intervals to ensure they are on track.  Amy says "There has to be a level of flexibility in what we do in order to reflect the changing market and our clients' developing customer demands."

Azaria creates programmes that are measurable for all its clients.  Amber says "PR isn't black and white and often takes a good few months to build momentum, however we aim to pay for ourselves after six continuous months of work through increased sales."  By this time Amber says that clients should start to see quantifiable results, such as an increase in web hits, phone enquiries and sales from any specific piece of coverage.

Media

 Alongside Amy is ex-journalist Alicia Babaee who works as media director, utilising her inside know-how to ensure Azaria's media activities really deliver results.  As an agency, every team member liaises with press on a daily basis and meets weekly with key journalist contacts.  "It is investing time in these relationships that ensures regular quality coverage is secured", says Alicia.

Azaria also offers additional added value services, such as quarterly focus meetings with baby and toddler groups.  Amy says "These meetings are a real insight for us.  We take new client products, websites, prototypes and concept ideas and get feedback from the ‘coal face'.  The mums are so honest that results aren't always what clients want to hear in the short-term, but long-term it really adds value." 

Amber knows it's a tough market out there; "Ultimately, it's not what we say that matters, but what we do, and even more importantly the results we achieve." With fifty per cent of Azaria's new business coming from personal recommendations, Amber adds; "There's no better way to grow your business than through word of mouth and you only get that if you're good at what you do."

Azaria's dynamic and ambitious team with a proven track record undoubtedly make then an agency to watch out for.

More information on Azaria is at http://www.azariapr.co.uk/.  Sign up for their quarterly newsletter via email on info@azariapr.co.uk and writing ‘newsletter please' in the subject box.  MD Amber Steventon is available on Tel: 0845 226 7577 or email amber@azariapr.co.uk.

GET THE MOST OUT OF PR

Small, growing businesses

• Don't be afraid to let go - as your business grows you need to play to your strengths and specialise in what you do best. The challenge is to grow the strongest team possible that ticks all the boxes you need to achieve your goals.

• Don't be afraid to see what else is out there. Any agency that is giving 100% and offering value for money won't be scared of potential competition.

• PR is an investment and so look for an agency that shares your passion and enthusiasm and understands and empathises with your brand culture.
• Your agency should be your media eyes and ears.
• It should be able to tell you your competitors' media presence equally as well as your own.Your marketing strategy needs to evolve with the changing market rather than be set in stone.
• Expect your Agency to be proactive at all times and review activities at least every six months.
• Stay in touch with what your agency is doing, not just on a monthly level through status reports, but on a day to day basis through regular contact.
• Aim for an honest and open relationship with your agency (this needs to work both ways), so if something isn't working, it is quickly flagged up and rectified.

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