Point of View

Bite Communications provides a range of integrated communications services that extend beyond the traditional remit of a PR agency. Bite’s Points of View approach helps clients to identify the right communities, develop the right content to engage with those communities and then facilitate the right conversations across appropriate media and channels.

Our services span a range of disciplines and skills, but everything we do for clients is delivered by specialists dedicated to that service, be that media relations, content creation, digital delivery or wider influencer engagement.

The Point of View methodology wheel. Please click image to enlarge.

Bite believes that good storylines are the basis of great communications, but a solid grounding in formulating and delivering a message is not just about talking to the media. The multiple platforms used to communicate a value proposition — whether earned, owned or paid channels — all require a strong, coherent and audience-focused message that helps companies differentiate themselves from competitors.

In order to create a powerful and unique story, organisations need to ensure they understand relevant communities and create messages that demonstrate a value proposition that is relevant to them. Too often, companies fall into the trap of identifying audiences that are too broad and generic – ‘SMEs’ or ‘Enterprises’, for example. While audiences sit back, it is communities that talk to each other and drive word of mouth.

Companies need to define their communities by their needs, issues and challenges, and create separate storylines for each based on a common umbrella Point of View: a simple, relevant, insightful, objective and original take on a changing world.

Our specialist journalist and communications experts have worked with companies large and small to help them identify their core audiences, research and analyse their needs and work with the company to match its strategy to those needs. Developing a Point of View is all about this outside-in approach, rather than creating messaging that just plays to a company’s products and services.

The outputs developed can include frameworks, storylines, supporting materials and multimedia content, all held together by Points of View based on customers’ and stakeholders’ needs.

Bite’s recent work includes:

• global Point of View development for a multinational to redefine its market positioning and business strategy;
• analysis and segmentation of business decision makers for a market-leading technology company;
• comprehensive messaging guideline development for two of the world’s largest wholesale banks;
• messaging alignment between management of a big three US automaker and its Chinese joint venture counterparts;
• and a complete framework for a start-up business to deliver sales and PR messages consistently to key verticals such as manufacturing, financial services and the legal profession.

For more information about Bite’s Points of View approach, please contact:

Tom Berry — Director and Head of Bite Consulting Services, EMEA
Andy Cunningham — President, North America
Paul Mottram — Executive Vice President, Asia Pacific