Your messages are important, yes? Well, Effective can make them powerful. Public relations, tweets, media campaigns, blogs, events, SEO, press releases, social media banter, PR strategies, YouTube clips ... we create them, your clients will love them. Effective will save you masses of effort; our creativity will get you noticed. Whatever your audience.

1. The most celebrated agency
at the 2012 Welsh PR awards
Public Relations | Social Media | Digital Marketing

2. EC
Your messages are important, yes?
Well, Effective can make them powerful.
Public relations, tweets, media campaigns, blogs, events,
SEO, press releases, social media banter, PR strategies,
YouTube clips ... we create them, your clients will love them.
Effective will save you masses of effort; our creativity will
get you noticed. Whatever your audience.

3. Joined up PR, social media & SEO
How can you deliver great news and essential updates about your organisation?
With today’s dizzying variety of communication channels, making big decisions on media choices and public relations can
be tough. Yet we love those very challenges!
One of the UK’s brightest, most versatile and adaptable PR and communication agencies, Effective creates
superb content and delivers it across the traditional media and through all that gorgeous online stuff.
What’s more, our expertise in digital media and SEO means that your web pages can be expertly attuned to Google and
other search engines.
Effective makes professional communication easy – and delivers exceptionally good results. You can have a bit of fun with us too.
So, what’s not to like?
Media Consumer Measurement Integrated
Relations Relations and Evaluation Campaign

4. Our Services
Most marketing folk agree: Content is king! In that case, Effective has right royal
credentials.
Using our celebrated combination of PR expertise, social media excellence and
SEO knowledge we produce bespoke material that works brilliantly in all forms of
media; that’s everything from an eye catching tweet to the full-on multi-platform
promo campaign.
Some clients use all of our skills, others pick and choose. Whatever the need, we
offer creativity, experience, contacts and thoroughness.
Our company was built on the use of traditional media such as newspapers,
magazines, radio and TV; we continue to grow due to our dynamic adoption of
online opportunities and the power of web search.
OK, we’ll come clean - we can’t reserve you lunch at Buckingham Palace. But we do
pledge a princely return on investment.

5. Traditional PR
There are more print publications than ever before. They’re hungry for
compelling stories and that’s just what we give them.
Make no bones about it, newspapers, trade publications, business magazines, radio
stations and TV channels are thriving.
Your messages delivered through these great, traditional forms of media can
be powerful and will carry great importance in the eyes of the audience.
Additionally, of course, most traditional media operations now have online
versions, allowing for wider dissemination of information. And online stories can
live forever.
Traditional PR services give you a wonderful entry into the fierce online
marketplace.
Effective can craft your messages perfectly; our staff includes vastly experienced
PR specialists, journalists and former editors.

6. Social media
EC ... we love it!
Online conversation is fun, super-useful and great for business.
By autumn 2012 Facebook had a billion worldwide members. The likes of Twitter,
YouTube, Google Plus, blogs, forums and LinkedIn also boast eye-catching figures
thanks to the remarkable growth of technology such as mobile devices.
It’s likely that your existing and potential customers are all over social media;
can you afford to miss out?
Effective devises brilliant social media strategies, creates outstanding
content - in words, video, pictures and graphics, and lets you know simply and
efficiently how online activity is helping to drive your business.
Of course, do chat to us via Effective’s social media channels.
They include Facebook as Effective Communication and Twitter @EffComPR

7. SEO
Search Engine Optimisation is all about
high-quality written content aimed at the right
audience.
Keywords - expertly woven into the content - are vital.
Crucially, this material must be easily read and enjoyed by
your target readers.
The Effective approach is simple: we focus on you, your
industry and your audience. We can build your authority on
the web and encourage Google and other search engines to
direct web users to your pages.
We:
• analyse how your online presence is working for you now - and advise on how it could improve
• write topical content with substance
• research and use keywords and terms applicable to your audience
• use the right web platforms for your content to be seen

8. Traditional PR
Acorn
With the launch of Acorn Global approaching, Effective was asked
to develop and drive a far-reaching PR strategy.
With the business wishing to capture a major share of overseas
high-skills recruitment markets in Australia, Africa and Asia, we
created an international media target list.
We drafted launch media releases, tailored individually for target
sectors including mining, engineering and resources - as well as the
home-based Welsh business sector - and issued them to coincide
with the arrival of Acorn in Perth and Singapore. Coverage was
achieved in all target regions. Happy days!
www.acornglobal.co.uk

9. Traditional PR
Browns Hotel, Laugharne
The literary world’s eyes were on the revamp of Dylan Thomas’s
favourite drinking den in 2012. It was helpful we got our facts
right. The spectacularly beautiful restoration work on Laugharne’s
historic Browns retained the post-war style with which Dylan was
so familiar and transformed the venue into one of the UK’s most
glorious boutique hotels.
Our meticulous approach to traditional PR gave hotel manager
Charlie Dyer a creative solution that attracted two prime-time live
TV broadcasts, media exposure across Wales and priceless slots in
UK national newspapers such as The Times, Daily Mail, Financial
Times, The People, the Guardian and the Mail on Sunday. We’ll
drink to that!
www.browns-hotel.co.uk

10. Traditional PR
Principality Building Society
When it came to shouting about its 150th birthday, one of the
biggest brands on the Welsh high street asked Effective to help
spread the cheer across the nation.
A key aim for Principality was to involve as many of its communities
as possible - and we delivered coverage across a number of media
platforms for a range of activities. These included a series of
birthday parties staged in Principality branches all over Wales.
We also rolled out the hugely successful Big Birthday Giveaway
campaign which saw partnerships with five media organisations
allow community groups and charities to benefit from a £25,000
Principality treasure chest.
The anniversary year culminated in Principality and Effective
winning the Welsh CIPR Gold Award for Integrated
Communications. And that was the icing on the cake!
www.principality.co.uk

11. Social Media
Peter’s
Peter’s wished to use PR to strengthen its position as one of Wales’
best loved food producers.
With a close focus on consumer fun and business dynamism,
Effective devised a wide-ranging PR campaign that targeted the
local and regional Press as well as online platforms YouTube,
Twitter and Facebook.
The strategy included regular social media interaction reports, a
social media content calendar of key events, daily tweets, detailed
monitoring of online chat, competitions and event attendance.
Subsequently Peter’s is now a multi-award winning organisation.
Effective was also delighted to scoop three gold at the 2012 CIPR
awards for our work to promote this vibrant brand.
Tasty!
www.petersfood.co.uk

12. Social Media
Institute of Directors Wales
A three-month period of Effective Twitter management for the IoD
Wales typically sees significant rises in the numbers of connections,
mentions, messages received and re-tweets. Success comes not by
accident.
As a high-level influencing body, the IoD seeks wise followers and
informed incoming tweets. We research and target key individuals
on Twitter, increasing awareness of the IoD and offering improved
access to content. We scan Twitter for key Welsh business info and
tweet the hottest content.
We point towards useful articles, connect using @replies and tweet
links towards IoD press releases and media coverage.
www.iod.com

13. Social Media
Effective Communication
We’d be pretty daft not making social media work for ourselves.
So we do. We’re active on Twitter and Facebook every day. What
do we do there? Well, we tell the world about PR successes
such as media coverage for a client, we discuss digital marketing
innovations with like-minded souls and we chat about all our
customers’ good news.
We like to tell others about who we’re meeting and what projects
we’re getting creative with – when confidentiality isn’t an issue, of
course.
And you know what? It works! A recent analysis showed we were
talked about on Twitter more than any other Welsh PR agency.
Please join the conversation @EffComPR.
www.effective-communication.co.uk

14. Website & Search
CRW
Effective successfully organised the design and build of a new
website for Cancer Research Wales. The purpose of the website
was to engage with existing supporters and reach out to new ones.
The key roles included fundraising, event management, information
resources, news management and integration with other channels
including email and social media.
Direct fundraising facilities included opportunities to make live
donations and purchase products through an online shop. In
addition to these, the site encourages people to support existing
fundraising initiatives, such as events. The website now makes it
easier for staff and the army of volunteers to get involved.
Effective manage the forum, update news, events and other online
content as well as developing content for static pages. The work
dovetails neatly with the other public relations services Effective
provides for CRW making the partnership highly efficient and
productive.
www.crw.org.uk

15. Website & Search
Kilsby & Williams
Leading South Wales accountancy firm Kilsby & Williams found it
difficult to get their website looking, reading and functioning for
them the way they wanted it to.
Effective looked at the website, its purpose, its design and its
management as well as web stats showing what worked and what
didn’t. We produced a short report outlining the issues and a series
of recommendations which would help refocus the existing website
so it met the needs of both our client and their potential customers.
Effective tidied up the copy across the site, including the
implementation of a search engine optimisation strategy devised by
our SEO experts to, ultimately, attract more visitors to the site. The
text was also broken into smaller “bites” making it less forbidding on
the page and easier to read.
Lastly, we rationalised existing content so that elements which
weren’t working were ditched and others just updated and given a
new lease of life, keeping content fresh.
www.kilsbywilliams.com

16. Website & Search
FSEW
Freight expert FSEW had a clear goal - to improve and rejuvenate
its website. With clients across the world the firm’s web content is a
crucial business development tool.
Effective worked within an existing template to ensure that key
messages and possible search terms were built into the website.
This helped FSEW begin to appear higher in Google searches.
Effective also transformed FSEW’s news stories into a punchy,
informative email newsletter. It successfully kept customers up to
date with new services and company developments in an informal
way. Together, Effective and FSEW delivered.
www.fsew.com

17. Testimonials
Emma Price Pete Grzonka Claire Carro
External Affairs Co-ordinator, Sales Director Group Marketing & Communications
Principality Building Society Glamorgan Cricket Director of Sales, Cardiff Marriott
“Since the outset, Effective has displayed “The sport industry in Wales is a very “Effective has heightened our exposure
a sound understanding of the Principality congested marketplace; Effective has been within the local and national market,
brand, pitching the tone and message of the perfect partner in identifying creative targeting both business and leisure sectors
press releases at exactly the right level. media opportunities, plus maximising and to achieve coverage in editorial features in
They have never failed to deliver coverage monitoring our exposure. print, radio interviews and on TV, putting
within our target media. It is these close us forward for any suitable activity that
relationships that enable us to provide “What’s more they have provided excellent promotes the hotel. Effective has given our
the right material for the press as well as advice and experience when dealing with hotel, restaurant and bar vital exposure
for our organisation. The team are always our more sensitive media issues.” across the local media. We work with a
enthusiastic and are committed to meeting dynamic team at Effective who are creative
www.glamorgancricket.com and enthusiastic, providing us with a
our objectives - we like to think of them as an
constant stream of ideas to promote our
extension of ourselves!” facilities and the Marriott brand”.
www.principality.co.uk www.marriott.co.uk

18. Testimonials
Robert Lloyd Griffiths Charlie Dyer Dan Langford
Director, IoD Wales General Manager, Group Marketing & Communications
the membership organisation for professional leaders Browns Hotel, Laugharne Director, Acorn
boutique venue and former favourite of poet Dylan Thomas £100m UK recruitment and training business
“Having successfully driven our traditional
PR operation for several years, Effective “Effective wrote our website and handled “Working with Effective is a genuine
launched our Twitter PR programme in the PR for our launch in 2012. They did a pleasure - always timely, responsive, friendly
2011. They have day-to-day responsibility fabulous job on both! The copywriting was and energetic. As such, the relationship
for ensuring timely, accurate and useful fresh and vibrant, bringing our web pages feels effortless and rewarding, and they
tweets – and they do it very well indeed. alive. When Effective set to work on the PR accommodate the ways we work without
they did it in such a creative, cost-effective fuss or compromise. Their press releases are
“Our tweets are regularly retweeted, have manner that they secured lively coverage always spot on, ensuring that our messages
good engagement and influence ratings. across Wales and in UK national newspapers are delivered accurately and received well
They have been used particularly effectively such as The Times and the Daily Mail. We by the media. The team at Effective provides
in promoting forthcoming functions and even had prime-time live TV broadcasts.” a first-class service, generating tremendous
generating excitement about key events.” value for our business, month after month.”
www.browns-hotel.co.uk
www.iod.com www.acornpeople.com

19. Testimonials
Geoff Tomlinson Liz Andrews Clare Morgan
Managing Director, FSEW Charity Director, CRW Marketing Controller, Peter’s Pies
“Once we had developed a set of news “Effective work closely with our fundraising “We needed a PR company who
stories, Effective was able to transform team and our supporters to ensure our really understood us, and Effective
these into a short, informative newsletter events and activities are given media Communication fitted this role perfectly.
which was sent to our clients worldwide. We exposure, helping us to increase fundraising We worked closely with the Effective team
hope that by doing this on a regular basis opportunities and raise the charity’s throughout the ‘Luv Wales, Luv Peter’s’
we’ll be able to keep customers up to date profile. They also liaise with our scientific campaign and were inspired by their
with new services and developments at the staff to help us communicate our research creative ideas and enthusiasm for getting
company in an informal way. messages; a vital part of the charity’s work.” results.”
“Effective was able to ensure that our key www.crw.org.uk www.petersfood.co.uk
messages and search terms were built into
all pages on our website meaning that we’re
top of Google searches for relevant phrases.”
www.fsew.com

20. Meet the team
Alastair Milburn
Managing Director
Alastair is a respected media figure throughout the UK. He founded Effective Communication in 2004 and
has grown it into one of the nation’s most dynamic and forward-thinking PR and marketing enterprises.
The company reflects his passions for encouraging excellence, embracing change and to work with top class
businesses. Before launching Effective, Alastair was a thoroughbred journalist and award-winning editor of
top-selling Cardiff-based newspaper the South Wales Echo.
Andy Pearson Helen Ward James Cavanagh Katherine Williams-Davies
Senior Account Manager Senior Account Director Digital Media Executive Senior Account Manager

21. Meet the team
Lisa Williams Miff Riley Natalie Thomas Peter Bibby
Office Manager Business Manager Account Executive Head of PR
Rachael Newbury Rhys Gregory Sara Milburn Sarah Wise
Account Executive Digital Media Executive Administrative Assistant Account Director

22. Cardiff office: Swansea office:
Effective Communication Effective Communication
1 Pontcanna Street 5 Ffordd Taliesin
Pontcanna Killay
Cardiff Swansea
CF11 9HQ SA2 7DF
T: 029 2064 6860 T: 078 9095 3402
Twitter: @EffComPR Facebook: /EffComPR www.effective-communication.co.uk