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Most Rated 2012: Eskenzi

Eskenzi is one of the journalists' favourite PR agencies. Founder and director Yvonne Eskenzi explains her philosophy of media relations.

Age and ownership: Started in 1995 by Yvonne Eskenzi and Neil Stinchcombe, both still running the agency.

Size: 12 employees

Location: London, Munich, Paris and Palo Alto, USA (research only applies to UK office)

Specialism: IT security

Key accounts: Infosecurity Europe (owned by Reed Exhibitions), Imperva, ISACA, Varonis, AlienVault and SecurEnvoy

Most Rated Agencies snapshot: Ranking within the top five Most Rated Agencies in all the individual attribute rankings, Eskenzi is one of the big winners in this study. Tech journalists clearly respect its people and pay attention to its output.

 


 

How I see it

 

What the journalists say

 
 

About the agency

"They seem to be close to their clients and work extremely hard for them."

About Yvonne Eskenzi, founder and director

"The matriarch of technology PR, what Yvonne doesn’t know about PR or security clients cannot be categorised."

About Neil Stinchcombe, director

"A man with a real drive for excellence in PR & no shrinking violet – his determination in ensuring his clients are at the top of the agenda is excellent."

About Darshna Kamani, account manager

"Her work is exemplary"

 

The Most Rated Agencies by Journalists Award has got to be the best accolade of them all. 

An agency is nothing without the trust and support of the journalists and the fact that they’ve ranked our agency the second most rated out of all the tech agencies in the country and fourth overall out of all of the categories, makes us feel incredibly proud.  

We’ve never compared ourselves to any other agency, just put our heads down, gone that extra mile and got on with the job of getting our clients the best coverage we can.  I’ve always advocated - think creatively, act courteously and know when to back off and I believe the journalists respect us for that. 

I think the reason we got this rating is because we combine tact, tenacity and a sense of what makes a great story, we also only work with interesting clients we like – which makes it that much more enjoyable and credible to sell them in.

Media-handling tips

We treat all our journalists with huge respect here at Eskenzi PR – they are after all our ‘life-blood’, without them we wouldn’t have jobs – and it’s our relationship with them that makes our jobs so rewarding and fun.  It’s very much a symbiotic relationship – we get them a great story which makes their life easier and we get it printed which makes us all happy. At every stage of what we do the journalist is always at the back of our minds - always thinking ‘will they like this story’.

I suppose one of the most important things to consider when dealing with the press is know when to pitch and whether to pitch – don’t waste their time if it’s not their area of interest, or the wrong time of the day.  

Also know when to back off – you basically have 30 seconds to sell in a story over the phone and if they don’t respond after your pitch, be courteous and clear off!  Understand the story you are pitching – really get to grips it, and if you they ask you a question you don’t know the answer to be honest, find them someone who they can talk to and do it quickly and efficiently.

Finally never push a bad story, come up with something else that you know will work. In fact, it boils down to great content, written by competent writers that understand technology and can make it appealing and understandable to every audience – if the content is good, it’ll work and you won’t have to battle to place it!

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