As MHW PR celebrates its 21st anniversary we spoke to director and founder Wayne Halton about surviving a pandemic and managing to adapt to ensure the consultancy came through stronger.
It’s been said before, but the pandemic allowed many business people, me included, to reflect, review and refine. A combination of some strategic thinking and implementation combined with a few moments of good fortune, allowed MHW to get through 2020 unscathed, to bounce into 2021 in a stronger position. The steps we took were straightforward:
Talk, talk, talk
Lockdowns curtailed meetings but I consciously spent more time on the phone or in Zoom, Google or Teams meetings. Reaching out, keeping contact and talking seemed really important, maintaining and strengthening relationships with colleagues, clients and partners.
Be responsive; add value
In tough times you must be even more sensitive and responsive to client needs. When you have a shock to the economy, everyone starts to look at their cost base and analyse value. Sometimes you must be prepared to give more for the same. This is where strong relationships count; if you know your clients well you can adapt and continue to add value; if you have good suppliers and partners, you can each call-in favours of the other.
Review business objectives; set goals
That first lockdown was an uncertain and anxious time with many clients taking a deep breath and pausing. Normal activity was suspended for several weeks which gave everyone time to reflect. I managed to use the time wisely, reading some business books while looking closely at my own consultancy. ‘Time out’ allowed me to clarify where I wanted to position MHW and understand the means to achieving some new goals. I set myself personal targets and introduced a basic tracking device to better manage my own time, to ensure my daily activity was visible and could be adjusted.
Clarify the business you want, and don’t want
Looking at the consultancy and our client profile allowed me to identify areas we needed to strengthen and just as importantly sectors and clients we should no longer waste time against. For instance, going forwards we will not be seeking work in the retail or hospitality sectors. We’re really focusing our energy on building our fintech, manufacturing and built environment portfolios.
Recognise your strengths and play to them
MHW knows its strengths, good strategic thinking and effective execution in the business-tobusiness environment. We will not pretend to offer services that are beyond our skill set; we have an excellent network of preferred suppliers who we introduce to provide specialist communication services when required – whether that’s building websites, SEO or digital marketing. Our skill is understanding how it all fits together and where one should have a bias over another tactic in the communications mix.
Team work
Key to any success is a good team. MHW has a small but highly experienced group of PR specialists. I can trust each one to crack on and deliver a great service to each client. This core team is strengthened by partnerships with great communication specialists like NE6, Roome8Design, SD Advertising and Cameo Digital (to name a few).
Refresh marketing materials
During the early part of the pandemic, I took time to invest and refresh our own marketing and advertising materials. We created and launched a new website during the last year, with the support of Steven Symonds and his team at NE6. Elsewhere, working with Craig Hutton at Room8Design, we created a new suite of advertising ideas along with some digital assets for social media platforms.
Enjoy what you do
And finally, you’ve got to enjoy what you do. I’m hugely grateful to have some superb clients who are enjoyable to work with. I’m also lucky to have good work colleagues, along with a bunch of pals in the comms industry who are enthusiastic and fun to be around. You’ve got to have some fun in this mad world!
