Founded by a former Financial Times luxury journalist, London-based Claire Adler Luxury PR gets clients seen in the press.
What's your unique approach?
I was a busy freelance journalist for over a decade, writing on jewellery, diamonds, watches and luxury for the Financial Times, The Times, Hong Kong Tatler and many others. Around 2016, I started taking on writing and communications projects for clients including Sotheby's, De Beers and Jaeger-LeCoultre. When I started working on securing press coverage for my first client, I began experimentally - I charged fees on a results-only basis - something no PR consultant I have ever met has been bold enough to try. When the coverage I delivered soon exceeded all our expectations and my client said to me 'We've worked with several top London PR agencies, not one of them has secured as much coverage as you' I realised it was time to set up my own agency and take things up a notch or three.
Why is PR valuable?
A study by HubSpot found that website visitors are 48% more likely to convert to customers if the website displays media logos. A CNN Business reporter we spoke to one Monday morning recently said she had received 5000 messages in her inbox that day, but when it's not Monday she expects 1500 email pitches daily. There's still something magical about seeing your name in the A list media like Forbes, the BBC, Financial Times or live on CNN TV - the professionals call public relations earned media - it conveys an enormous level of credibility and authority, which also counts towards verification, those coveted blue ticks, on Twitter and Instagram. We're in the business of helping our clients to build their online reputation, improve their searchability, target relevant audiences, expand their reach, grow their brand credibility and establish their industry authority. We focus on 3 areas - press opportunities, beautiful communications and strategic introductions.
Who is your ideal client?
We tend to attract and love working with driven, visionary entrepreneurs who are leaders in their fields and who adopt a maverick approach. In terms of business size, our clients have turnovers starting from the tens of millions and the sky has really proved to be the limit. It's my job to look after the reputation of my clients, but ultimately I have to look after my own reputation, which is why we only take on clients when we are confident we can secure coverage for them.
Despite these crazy times working hard for our clients, it's been reassuring that I'm being approached regularly for my opinion on topical issues, whether by clients or research agencies. I've recently offered my input to reporting on the luxury world in the Daily Express, for world-leading behavioural research agency Canvas8 and for a market research project by luxury advisers Barton Consulting for a high end luxury brand.