This short case study provides an overview of a PR strategy development programme that was undertaken on behalf of BMT, a leading international design, engineering, science and risk management consultancy with a reputation for engineering excellence. The project involved engaging with the most senior individuals within the Group in order for Emmett to Smith to go on to develop a meaningful and workable integrated PR approach. The four slides summarise the task; outcomes and the client’s verdict on the success of the project.

1. accountable
effective
evocative
PR strategy development

2. accountable
effective
evocative
requirement
BMT is a global multi-disciplinary maritime engineering
consultancy comprising 23 subsidiaries serving clients in the
energy, transport and defence sectors. At the outset of the
relationship the external PR function was regarded with some
cynicism resulting from a decade of lacklustre PR support. As the
incoming partner Emmett & Smith’s job was to open channels of
communication, set and manage expectations whilst developing
strong, working relationships with BMT’s Directors to help refine
the Group PR Strategy

3. accountable
effective
evocative
outcomes
Resistances to PR were identified and tactics put in place to address
these. Relationships were established which enabled
communication to flow effectively. Specific concerns were either
confirmed or disproved allowing decisions to be made, and Emmett
& Smith was able to indicate where local priorities might conflict
with Group strategy and proposed possible work around. The
findings also indicated where the Group business strategy might be
challenged by inherent traits and behaviours.

4. accountable
effective
evocative
verdict
Jenni Williamson, Group Marketing Manager: “The project
was invaluable both in terms of intelligence gathering and
as a means to rapidly establish relationships with the senior
operators within the group. Emmett & Smith has effectively
used the knowledge and contacts made during the project to
deliver high quality media coverage tied tightly to our
business strategy while being sensitive to individual
business challenges and objectives.”
Contact: Lorraine.emmett@emmettandsmith.com