“We’ve been working with Fraser for the last couple of years and, without doubt, he has played a significant role in ensuring that the Talent Innovations and my own personal brand image and reputation have never been as high.”
Elva Ainsworth, MD at Talent Innovations
“Fraser has worked closely with us for the last few years and played a key PR and communications role throughout our corporate rebranding and new platform launches. A role he continues to play to great effect as we consolidate our position as market leaders. Highly recommended.”
Ray Sieber, MD at Zest Benefits

Welcome to Pervasive PR – PR for HR

Pervasive PR is a small, highly effective consultancy that is dedicated to offering premium PR and marketing communications services to the burgeoning HR and wider ‘people’ industries – and to those wanting to reach them. We offer our clients no nonsense, results-focused PR and marketing communications programmes – less the corporate waffle and its associated overheads. PR programmes that make a genuine difference to their business.

How We Work

Personal Service

Whilst working for ‘other people’, Pervasive PR’s founder, Fraser Butters, spent many years promoting products, brands and services with which he had minimal empathy. As a result he established his own small PR and marketing consultancy, Pervasive PR, to offer a personal, 1-2-1, senior level service to a small number of choice clients. By restricting the actual number of clients and only working with those organisations and, crucially, the people that we truly want to work with, we genuinely feel that we can offer clients a highly motivated, committed and results focused service.

Part of the Team

Pervasive PR is treated very much as ‘part of the team’ by its select band of clients. We spend quality time with all of them in order to really get under the skin of the everyday commercial realities facing their operation and ensure that the counsel provided is truly focused and beneficial. We often work, when feasible, from the offices of clients and, whilst not wasting people’s valuable time and being more than capable of ‘flying solo’, relish regular dialogue, preferably face-to-face, with the people running the organisation.

About Us

Established in 2005, Pervasive PR was created in order to fill a specific gap in the market for a specialist consultancy dedicated to the HR and related ‘people’ industries.

Pervasive PR was founded by Fraser Butters, a highly experienced PR consultant who has spent too long working for a number of consultancies ranging from small domestic specialists to truly global PR giants such as Burson-Marsteller. During this period, he managed and directed domestic and international PR and marketing communications accounts for dozens of diverse organisations that ranged from small technology start-ups through to household business-to-business and consumer names such as BT, SAP, Accenture and Nintendo.

Services

Communication and media audits
Pioneering media, stakeholder and influencer relations programmes
Strategy consultation, development and communication
Social media strategy and content creation and implementation
Message and position development
Internal communications
Crisis and issues planning and management
CEO and exec reputation development
Corporate and social responsibility programmes
International PR implementation and/or management
Full planning and evaluation services

In our experience, what most clients actually want is good solid counsel and advice regarding their strategic direction and a reliable, effective programme of tactical activity that will deliver the required results. Results that add genuine value to the business.

More often than not, that simply means good, consistent, targeted media coverage that tells the right story and is supported by the correct range of reputation management. At Pervasive PR we will not over-strategise or complicate things with superfluous marketing speak. We just get on with the job and deliver the results.

“Fraser is one of my most trusted PR contacts and I can always rely on him to deliver timely, relevant editorial and ideas that are exactly the right tone and approach for my readers. With heaps of energy and enthusiasm, Fraser is an extremely strategic thinker and a charismatic people connector and consistently demonstrates a well thought out and considered view of all stakeholders.”
Mary Appleton, Editor in Chief, Future Talent/Changeboard, 2020 HR Publication of the Year

Deliverables

People Management September 2023
Click image to see the Coverage
Recruiter September 2023
Click image to see the Coverage
The HR Director September 2023
Click image to see the Coverage
Benefits Expert September 2023
Click image to see the Coverage

Whilst we appreciate that there will always be a requirement for a degree of high-level strategic input, positioning and direction, we are also strong believers in the ‘don’t over-strategise, just get on with it’ school of PR thought.

Clients receive a tailored PR and/or marketing outreach programme that is bespoke to them and delivered, top to bottom, day in day out, by Fraser Butters. Whether you require a simple press release, a promotion with key media, a meeting with The Financial Times or a client newsletter, Fraser will write the releases and the copy, sort the promos and arrange the media and analyst tours.

Media Archive

The PR Journey

Good PR is very much a journey. Client and consultant have to work together to identify and agree the various elements that make up the route of the journey and the consultant then has to drive the programme.

The following has been created in order to showcase an approach – just how Pervasive PR might expect to work with a client. This would also act as an outline agenda for an exploratory or PR kickoff meeting – a discussion document to achieve some consensus as to priorities, focus and timelines. Following this, a full timetable with specific activity and content would be established and agreed.

“We’ve been working successfully with Fraser at Pervasive PR for many, many years. I believe that speaks volumes for the results we continue to enjoy.”
Anna Shields, co-founder and Director at Consensio
“As a start-up company in an incredibly competitive market it was essential from the outset that we could punch above our weight in the media. Fantastically connected, Fraser has enabled us to do just that as we have featured in all of our target media in the last year including The FT, The Times, The Daily Telegraph and a host of leading HR trade and business titles. I’d recommend Fraser at Pervasive PR to anyone.”
Nick Shekerdemian, co-founder at Headstart

1. Where are we now?

Upon appointment, the first undertaking would be to rapidly ‘audit’ the current scenario in order to establish a ‘route map’. For instance:

What and where is your organisation now, what does it stand for and what is it involved with?
What are the current external and internal perceptions?
What has PR success looked like previously?

2. Where do we want to be?

How do you wish to be seen? A single minded, measurable and realistic objective is a pre-requisite for success. Understand the overall ‘commercial’ objectives and ensure that PR supports those ambitions.

3. Who do we need to talk to?

All too often PR consultancies will spend significant time and money debating the nuances and minutia of specific target audiences and how best to reach out to them. However, more often than not, you are more than aware of who you need to reach so the ‘who do we need to talk to’ should become a simple case of which media and other ‘channels’ do we wish to target in order to reach them?

4. When will we communicate with them?

Key to establishing a higher media profile is building momentum and continuity. Establishing a regular dialogue and flow of information will build expectation, demand and results.

5. What are we going to do to get there?

The $6m question. Pervasive PR will work with you to establish just what ‘collateral’ or potential PR and marketing communications ammunition exists or can be quickly and easily created.

The days of simply mass mailing generic press releases and hoping for coverage have past. Every single target journalist/media has to be handled individually and each story best crafted to suit each particular opportunity.

Following an exploratory meeting, we will be in the position to agree key focus areas/topics or issues. Once we’ve agreed the focus, we can discuss specific content to support that focus and can start to draw up a more detailed programme with content, timings and actions.

6. How will we know we’ve arrived?

Above and beyond PR consultancy talk of perceptions, awareness levels and the like, most clients are pretty clear about what it wants to achieve from its investment in PR. However, we are happy to sit down with our clients at the outset and agree and set expectations with regard to what the client wants to achieve and where it wants the journey to take it. Pervasive PR will then fully commit its resources and experience to the task at hand.

7. How much will the journey cost?

Less than you might think. Following our appointment and once we have agreed specific activities, focus and timelines, Pervasive PR will provide detailed cost breakdowns for your PR and marketing communications programme. Finally, unlike most consultancies, Pervasive PR does not make a charge for routine ‘expenses’.

"Fraser is an accomplished PR and communication partner who has played an important role in building the London HR Connection’s brand and presence for many years. A pleasure to work with and an outstanding ability to engage with the media and communicate our message."
Craig McCoy, Chair of the London HR Connection and interim HR Director
"Fraser is an accomplished PR and communication partner who has played an important role in building the London HR Connection’s brand and presence for many years. A pleasure to work with and an outstanding ability to engage with the media and communicate our message."
Craig McCoy, Chair of the London HR Connection and interim HR Director