Our Role
We believe that PR exists to open up two-way communicationchannels between an organisation and its respective target audiences, thus encouraging active participation from both sides and re-inforcing key messages. In this context, PR performs best when included as part of an overall marketing strategy, and its dominance depends on the nature of the product or service.
When utilised and implemented correctly, it s one of the most cost-effective functions of marketing and is the part that helps to establish the credibility of a brand.
Measuring PR
Although the value of PR is not always quantifiable, at Refresh PR we use the Advertising Standard Equivalent (A.V.E) value as an indicator of what the value of the coverage achieved would be if it were paid for.
Furthermore, the Public Relations Institute of South Africa (PRISA) and the Public Relations Institutes of Britain and USA recommend that the value of the exposure be calculated on the basis of three times the actual cost of the space achieved.
This is based on the fact that editorial – which is written by the magazine or journalist, and therefore endorsed – carries more ‘weight’. It is a great way for clients to measure the return on investment against the cost of the PR activity.
Our services include:
Media strategies
- Media target lists
- News angles
Media Relations
- Managing media databases
- Developing & maintaining media relationships
- Keeping media informed on relevant news, product launches & events
Photography
- Liaising with photo journalists for photo opportunities
- Photography distribution to relevant media
- Booking photographers for events and functions
- Formatting and image captioning
Writing
- Press releases
- Newsletter content
Reports
- Compiling folders of press coverage achieved for clients
- Publicity summaries that reflect ROI for clients
- Compiling post-evaluation reports for clients
- Compiling annual company reports and related company collateral
Events and interviews
- Managing interview opportunities
- Co-ordinating media launches and press conferences
- Managing all aspects related to client events, including guest lists, press kits, invitations, RSVPs, and managing suppliers
- Media Testimonials
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“It is such a pleasure to work with Lesley and Chantelle from Refresh PR. They are always so quick to respond to our urgent briefs and queries, and ensure we receive all our product requests ahead of deadline. Nothing is ever too much trouble, and they go out of their way to provide the best possible service, always delivered with a big smile!”
Lauren Watters, Junior Beauty Editor, The Pretty Network
"Her numerous years in the PR industry has helped Lesley Gikas develop a keen understanding of how the magazine industry works and how best to assist journalists in offering readers information tailored for their needs."
Nicole Sparrow, Assistant Editor & Beauty Editor, Longevity Magazine
"I am delighted to be able to share my thoughts on Lesley Gikas and Refresh PR. Lesley is an incredibly efficient person – in fact, she is always one of the first to respond to my beauty briefs. She is a breath of fresh air as she is always upbeat and enthusiastic – no request in too big. All those attributes have been entrenched in Refresh PR’s philosophy and approach to business and it’s great to see the company grow from strength to strength because of these traits."
Caro Verster, previous contributing beauty editor for Women’s Health South Africa, now living in Canada
"I have worked with Lesley over the past couple of years and she has always made sure that all our arrangements for the Nederburg Auction shoot went smoothly. Not only is she highly professional; with her warm and easy going personality, she is also a pleasure to work with.”
Marius van de Wall - Producer of Fiesta
"Lesley has handled the media publicity for the Nederburg Auction for three years now and grown exponentially in experience, understanding of media demands, the personalities that make up that component and general professional service over that time. Her efficiency and willingness to assist has significantly simplified the reporting process, as well as the host of logistics that correspond to getting the media to Paarl for the two-day event."
Nicola Jenvey - freelance business and wine writer
"Lesley has been the media ‘go-to’ person for the Nederburg Auction for the past three years and in my experience during that time she has been unfailingly professional, efficient and effective. Her promptness and willingness to help when responding to requests for information and images really does facilitate the media’s job of reporting on the event."
Diana Procter: Wine Journalist for Ideas/Idees magazine and The Witness
“We enjoy working with Refresh PR. They always answer our briefs on time and respond with products to suit the theme”
Rooi Rose Editorial Beauty Team
