Grayling PR.
Strategy. Copy.
Grayling PR — From corporate speak to conversation starters
The Brief
Grayling, a global PR agency, needed to transform its brand communications from dry, corporate descriptions to content that truly engaged its audience. Their existing copy was failing to reflect their positioning as conversation specialists and lacked the distinctive voice needed to stand out in a competitive market.
The Strategy (Spine)After analysing their existing content, I identified that Grayling's communications needed a fundamental shift in perspective—from talking about themselves to focusing on client benefits. I developed a strategic framework that moved away from theoretical service descriptions toward compelling success stories that demonstrated their expertise in action.
The Voice (Soul)
I crafted "The Grayling Effect," a bold, rhythmic manifesto that positioned technology and data at the heart of their offering. The language broke free from corporate restraint with short, punchy sentences and dynamic phrasing like "We're bold. We break down barriers. We solve. We evolve. We see around corners. We can’t sit still." This created an immediate sense of energy and purpose.
The Brand Connection (Heart)
Rather than just explaining services, I created an emotional connection through stories of "triumph against the odds" that brought their capabilities to life. The approach followed their own positioning statement structure -“Think. Create. Deliver. Fast.” - turning abstract concepts into tangible client benefits that addressed real business dilemmas.
The Impact
The new positioning and tone of voice transformed how Grayling communicated, moving them from being perceived as just another corporate PR firm to a dynamic, technology-driven agency ready to disrupt on behalf of clients. The manifesto-style language and success-story approach gave them a distinctive presence in a crowded marketplace.
My Work Involved: Brand positioning development, tone of voice creation, web copy strategy, storytelling framework design, strapline development.
In Action - Click the images below to read the full content.
Brand statement
Technology’s changed everything
It’s transformed every sector – from Healthcare, to Finance, to Energy, to Communications.
That's why we’ve transformed Grayling.
Putting technology at the heart of what we do.
Putting data – the new oil – centre forward
Disruption is our intent; again, and again, and again.
Innovating fiercely, and relentlessly.
Delivering what’s now, and what’s next.
Before it happens.
Across multi-channels, multi-platforms, multi-screens. Augmented reality. 4G.
Across time zones and continents. Tokyo and San Francisco. Sydney and London.
Getting in front. Setting the agenda. Shaping the news. Breaking the news.
Micro-targeting. Championing advocates. On-boarding critics.
We drive on court, in-the-game participation. We transform relationships. Forever.
And we’re doing all of it fast.
Super-fast.
We’re bold. We break down barriers, inside and out. We solve. We evolve. We see round corners. We can’t sit still.
We’re all the talents. We’re razor-sharp. Genius ideas. Seasoned, and scrappy.
We’re certainty. Data-first. We drive insight. We engage. We formulate strategy. We ground creative. We deliver ROI. We respond to the unexpected; with clarity and vision. We win.
We’re opportunity. We find new ways to connect, to engage, to enlighten, and to be enlightened. We’re optimistic. Uncontained, unrestrained.
We’re agile. Fluid. Adaptive. We take the form we need to take. We flex to client needs. We’re big, or small. Or big and small. The village. The globe. The place in between.
We’re a giant leap. Before and after. Then to now. Good to great.
Together we are The Grayling Effect.
#GraylingEffect
“Lucy was a pleasure to work with – she ensured everything produced was on brief, on time, and written in a way that worked for the business. But she also challenged and pushed us to be more creative and made suggestions for how we could use content across multiple channels. Lucy has extensive knowledge about all aspects of copywriting as well as understanding what’s going to have the most impact from a marketing, PR and social media perspective.”
ABBIE FERDINANDO, CORPORATE COMMUNICATIONS CONSULTANT AND WRITER