Monthly Archives: January 2024

New Signing for Sway PR’s Sports Marketing Team

Sway PR, an award-winning Manchester based PR agency, has appointed Mark Wardle to its Sports PR department, adding yet more talent to the growing Manchester team. 

On top of recent investment in an expansion into Scotland, Sway PR’s newest appointment shows a real commitment to growing in Manchester, where the agency was founded in 2011.

“Manchester is home to some of the country’s biggest sports clubs, brands and governing bodies. It’s a natural base for our growing sports team and we are delighted to have Mark join us to realise our vision for Sway’s Sports PR team,” said Mark Hayward, managing director at Sway PR.

He added; “Mark brings not only a wealth of experience and talent, but a real passion for the sector, something that made him an obvious choice for the role.”

Wardle previously worked for Jargon PR, a leading Tech PR Agency, and for the worldwide media agency Publicis Groupe, yet has always wanted to move into Sports PR.

He commented, “It’s been an incredible start, working on a project that’s secured international media coverage including highlights on BBC News 24, Channel 4 News, the Guardian, Independent and Daily Mail to name a few.

“It’s an exciting move for me, and I look forward to applying my experience in traditional media relations, social media management and content management, to Sway PR’s clients.”

Sway PR is growing rapidly, recording a 350% increase in turnover since 2020.

In 2022 the company was recognised with a win at the Creativepool awards, judge Sabine Huckmann calling their work “PR craftmanship”; and more recently in 2023 winning a silver at the CIPR North West PRide awards.

Sway recently restructured to create three divisions; Consumer, Sport and B2B.

Hayward added; “Mark has a fantastic track record of delivering for his clients. He has already fitted seamlessly into the team and we look forward to his valuable contribution.”

Mark will be heading up the Sport team at Sway PR with the view of growing the department and continuing their award-wining work.  

“We have ambitious growth plans ahead and Mark is a key part of delivering our vision for Sway PR,” adds Hayward.  

“Not only are we delighted to be adding his experience and PR acumen to the team, but Mark also brings social and paid media management to our portfolio – broadening the scope of work we can take on.” 

Sway PR is already working with many leading sports clients, including Portfolio Sport, Acme Whistles and Precision Fuel & Hydration, and anticipates adding more as it heads into an exciting sporting year.

Wardle added; “I’m delighted to be joining Sway PR; the people and culture are fantastic, and they are always committed to doing their very best for every client, an ethos I share wholeheartedly. 

“I’m joining Sway PR at a very exciting time as they expand the amazing work they are doing in the UK and internationally – it’s great to be part of it. Heading into an Olympics year, I’m very excited to be helping to create amazing work for our clients.”

PR for your exit strategy

By Mark Hayward

If you speak to any PR consultant, they will talk about reputation, sales, marketing and how a great presence in the media can support them all.

All of which is true.

However, an overlooked benefit of enhancing your reputation through great media coverage is when a business is being prepared, and going out to market, for sale.

If you’re selling a business there’s not only a financial benefit to a strong reputation, but it makes you a much more attractive proposition for buyers.

So how does this work?

In the same way a potential employee in an interview is more likely to get the job if they come recommended, with strong references behind them, a business is much more likely to develop strong links with prospective buyers if they have a robust history of media coverage and content that helps to tell their story – in short, a good reputation.

In business, reputation is everything.

Not only does it create a more sellable proposition, but some studies suggest that reputation contributes between 3 and 7.5% to annual revenue. I’d argue in some cases that figure could be a lot higher.

Therefore, allocating budget to building and maintaining your reputation should be seen as an investment rather than a cost.

In reality a company is worth whatever someone else is willing to pay for it, so let’s explore that for a moment.

I believe reputation is linked to the financial value of a business for a number of reasons:

  1. A company’s reputation is the foundation for customer trust and investor confidence. The better your relationship with customers, the “stickier” they become and the greater value they will be to the business.
  2. Reputation can also act like a magnet. Not only helping retain your customers but also attract new ones.
  3. It can also allow businesses to command high prices – ultimately adding to profitability.
  4. If the worst happens, a business with a strong reputation can withstand a crisis, mitigating against potential risks.

So let me ask you this – if you were looking to buy a business, would you pay a premium for a company that not only has loyal customers, but also easily attracts new customers? A company that can charge a premium when the worst happens can easily weather the storm.

For me, that’s a no brainer.

For any business owners looking for an exit strategy, or succession planning, PR is a tool that can not only help make that happen, but also help realise the full financial value of the business.

If you’re considering putting your business on the market give us a call and we can help guide you through the best strategy for leveraging PR.

Contact us for a longer chat!