Hayley Goff is the Chief Executive Officer at Whiteoaks International (based in Hook, United Kingdom), listed on 50Pros as a top 50 firm in Public Relations, Content Marketing, and Social Media Marketing. Whiteoaks International is an integrated B2B PR and communications agency that helps tech brands harness opportunity and achieve impact.
In this Q&A, Hayley shares her in-depth perspective, unique background, robust experiences, and insightful tips.
I’ve always been passionate about PR. After graduating from the University of Central Lancashire with a BA in Public Relations, I landed a position as a junior account executive at Whiteoaks in 2004. What drew me to the company was its commitment to internal growth and progression – a value we have proudly maintained over the years. I moved up the ranks and held various senior roles within client services before joining the board in 2013 and becoming Chief Executive Officer in 2023.
The fast-paced and dynamic nature of PR is what I personally enjoy most. Every day brings fresh opportunities and challenges, making it impossible to get bored. One of the reasons I’ve stayed in the industry for so long is the constant sense of renewal it brings, as working with different clients feels like starting a new job every time. Building strong relationships with existing clients is also wonderful, but taking on new businesses adds a fresh aspect to our work, striking that perfect balance between the familiar and the new. It’s an industry that continuously challenges and inspires me.
The way PR is measured. Too many PR agencies fail to establish clear objectives with their clients during the initial stages. This lack of commitment makes it difficult to accurately evaluate any campaign’s success and impact on target audiences. This approach really needs to change – especially in the current climate where budgets are coming under scrutiny.
Marketers should ensure an audience centric approach to measurement and demonstrating the impact of all activities. Brands should be able to see how the campaign activity reached the desired target audience (audience visibility), the response and reactions of the target audience to the activity (audience engagement) and the effect of the campaign on the company’s goals and objectives (audience impact).
At Whiteoaks, we’ve adopted a deliberately different model of engagement, unlike many agencies, we guarantee results, backing up our claims with action. This is supported by a ‘fixed fees for fixed deliverables’ model, which gives our clients full transparency about what they can expect and how it aligns with their broader business goals. This level of assurance sets us apart and shows our commitment to delivering measurable outcomes and ROI.
When I first joined Whiteoaks, acquiring clients primarily relied on referrals – and that approach remains effective to this day. Building strong relationships with prospects and clients has been crucial, as well as keeping my network updated and engaged. As they say, “people buy from people”, and nurturing our connections has helped us to sustain a healthy client base.
Referrals are still a vital source of acquiring clients, but we have evolved our approach as well. Now, we actively engage with our ecosystem and collaborate with our partners to attract new businesses. We also harness the power of direct marketing tools and initiatives to reach potential clients more effectively. As Whiteoaks has grown, so has our ecosystem, allowing us to tap into fresh opportunities and expand our client base even further.
Like all PR firms, we have to occasionally ride the waves of uncertainty. Our industry is heavily influenced by external factors, such as Brexit, the pandemic, or the recent economic downturn, which can pose challenges in maintaining a consistent client pipeline. The key is to be adaptable and resilient during such times – our model also plays really well during times of uncertainty.
We understand the importance of authentic and meaningful connections between brands and audiences, particularly during challenging times, so we help businesses to build trust through consistent communications and audience-centric messaging. We also know the value of an integrated approach, ensuring that our messaging, content, and strategies deliver cohesive and valuable experiences across all touchpoints. This gives our clients the assurance that every penny of their marketing budget is being spent well.
Over the years, I’ve seen a significant shift in the perception of PR as a discipline. It is no longer viewed as just a media relations exercise – instead, it sits at the heart of a B2B brand’s integrated communications strategy. As a PR agency, it’s our responsibility to build and maintain a consistent narrative across all channels and craft audience-centric messaging that truly resonates, engages, and influences.
PR is now one of the most powerful marketing tools a brand can have, as it gives them the control to pull the levers that make their brand really stand out in a crowded market.
The use of generative AI and tools like ChatGPT is a huge industry topic right now – and rightfully so as it will definitely shape the future of PR. Embracing these technologies presents a challenge as businesses will need to embed them into their operations and promote a mindset that welcomes their use.
Nevertheless, human involvement and expertise will remain crucial, especially when it comes to checking and overseeing AI outputs. The human touch in PR is irreplaceable and qualities like creativity, empathy, and skilled content creation will continue to be unique selling points for companies like ours.
It’s also important to remember that generative AI is just a tool. Yes, it will help automate administrative tasks, but we mustn’t let it diminish our knowledge and curiosity or stand in the way of building meaningful relationships.
At Whiteoaks, we’re in a great position to maintain our competitive edge. The PR agencies that will thrive in the future will be those demonstrating impact from PR investment, and that’s precisely what we do. Our audience-centric measurement approach and unique engagement model provide a tangible return on investment through clear performance targets and service level agreements.
Firstly, they should make sure they are clear on their business objectives. It’s important not to get distracted by vanity projects of the latest trends – instead, brands should stay true to their goals and focus on strategies built by experts to help them achieve these objectives.
Businesses should also ensure that they have the budget to invest in PR, as any successful campaign will require commitment and support from their side. Do they have the right internal resources available, such as access to data and customer lists, or the ability to review and approve PR materials?
If the answer is currently no, it might be wise to wait until they are fully prepared, as rushing into something without the right time and resources may lead to disappointment. Instead, taking the time to get ready and dedicate the appropriate resources when the moment is right will result in a more successful PR campaign.
Just reach out! Whiteoaks has been in the industry for 30 years now and we’ve worked with a diverse range of clients, so we’re always happy to start a dialogue. We also welcome businesses to consider us as an extension of their team, with shared goals that we all work towards together. With all our clients we celebrate the successes together and learn from any challenges that arise along the way.
Before starting your own agency, identify a clear niche that sets you apart from the competition. Stand out by knowing what makes your agency unique amidst a sea of others in the market.
As a leading B2B tech PR and marketing communications agency, we’ve enjoyed phenomenal success over the years – but we never rest on our laurels. We have the experience and motivation to constantly seek out new opportunities to help tech brands fast-track their growth and truly achieve demonstrable market impact. If your firm is ready to stand out from the competition, we’d love to hear from you!
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