‘People don’t just buy brands, they buy into them’

Julie Blakeney, founder of Jailbird Communications

PR can help brands craft a compelling narrative and identity that resonates with their target audience


Brand Central

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24 May 2024

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Julie Blakeney, founder of Jailbird Communications talks about the importance of engaging a PR agency

Why engage a PR agency?

People don’t just buy brands, they buy into them. We believe PR can help brands craft a compelling narrative and identity that resonates with their target audience, establishing a connection that goes beyond the product or service. This connection can drive brand loyalty, increase customer retention, and ultimately contribute to the bottom line. PR delivers advocacy, endorsement and influence in ways that other marketing disciplines can’t.

Approach to reputation management

At Jailbird, we approach reputation management proactively. We believe in building a strong, positive brand image from the outset, which can serve as a buffer during challenging times. We also monitor our clients’ online presence closely, allowing us to respond quickly to any potential issues. In the event of a crisis, we have a team ready to handle communications, ensuring the right message is delivered at the right time.

Adapting PR strategies for social media

Social media has fundamentally changed the PR landscape. With people increasingly consuming their news via social media, agencies must adapt their strategies accordingly. At Jailbird, we evoke a digital-first mindset when creating communication solutions, identifying how an idea can seamlessly work across both traditional and digital channels. Our new digital trends division, Trends Block, enables us to identify and harness key topics in the fast-moving social landscape – meeting audiences where they are and engaging them in ways that feel authentic and resonate.

Selecting the right PR Agency

We believe there are two types of agencies out there: The wildly creative yet insanely inconsistent or the old reliable, dependable but uninspired. Our advice for companies looking to work with the right PR agency? Find an agency that occupies a sweet spot and can deliver world-class creativity with rock-solid results. This is where the magic (and effectiveness!) happens.

A notable success story from the agency

Winning the communications portfolio for both HelloFresh and C&C Group have been outstanding from an agency perspective, bolstering our credentials within two key FMCG sectors – food and beverages. Collaborating with both teams on high-impact campaigns for world-leading brands has been a truly inspiring experience. One of the most rewarding aspects of our job is the collaborative process with our clients, where we get to create brilliant work together. We’re excited to continue the trend in the coming year.

What is a significant achievement in your career?

Without a doubt, it’s founding Jailbird Communications. After spending over 15 years in the industry, it’s been so rewarding to take everything I’ve learned and create something fresh, new, and exciting for the Irish agency landscape. I truly believe that what we’ve built at Jailbird is unique. Seeing the company grow over the past five years has been nothing short of inspiring. We’ve created amazing work and formed incredible partnerships, thanks to our collaborations with some of the biggest clients across FMCG categories.  It’s been an incredible journey, and I’m excited to see where we go from here.

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