Geoff unashamedly brings an ‘application-driven’ rather than ‘technology-driven’ approach to Network PR’s work.
This is because Geoff background has been as focused on the customer end of the business- as it has been on the products and processes that they use.
“We add value by making the company, service or product relevant to the end customer. All the technology in the world is of no use if you can’t communicate how it will help the business you are marketing it to”, he says.
Geoff actually began his career in advertising - initially copywriting and then as an ad agency creative director. From advertising Geoff moved to corporate communications as a successful freelancer working for clients in areas as diverse as manufacturing, mining and banking.
Increasingly, Geoff’s work involved integrated marketing campaigns for many of these same clients - especially in the industrial sector. That then bought him into public relations - specialising in the traditional B2B area he knew so well, but developing a strong affinity with technology.
Geoff brings two special strengths to B2B/IT - he has an aptitude for quickly understanding technical subjects and he is a great writer.
In all facets of his career, Geoff has been a writer. He has written everything from radio and television commercials to technical case studies involving some of Australia’s leading organisations. He has launched products, prepared speeches, helped write and produce advertising jingles, and penned white papers.
Geoff’s business passion these days is to the evolution of PR as the main marketing tool in the B2B and IT space - rather than simply as an ‘add on’ service.
“We are getting there. Many of our clients are beginning to see PR as the core element to their market presence, responsible for key messaging straddling both corporate and product. Add the credibility factor that PR brings and you’ll soon understand why B2B and IT marketers are seeing PR in a new light and are embracing it”.
"When online Australians use a search engine 85% choose natural search listings rather than sponsored links and the overwhelming majority (88%-92%) believe natural search to be either 'more relevant', 'more trusted' or 'more likely to influence them' than sponsored links."
