Media relations specialist
Some firms that guarantee a certain volume of media coverage end up generating press clippings by the pound with little thought for whether those clips are on strategy; others focus on media to the exclusion of all the other important elements of a public relations campaign. But The SPA Way avoids those pitfalls. It focuses on strategy and messaging first, and it guarantees that media coverage will contain pre-agreed messages. And if it doesn’t hit the targets (quantitative and qualitative) agreed with the client, it refunds a proportion of the fee—although that doesn’t happen often.
Founder, chairman and CEO Sara Person was a journalist on the Sunday Telegraph and a director with a publicly-trade advertising and marketing firm before launching The SPA Way in 1990, and in addition to her management and media relations responsibilities heads the crisis communications team. Associate director Niki Wheeler heads the corporate group and has worked on international accounts in markets including the