Since joining the PR industry, Jessica Williams has made a significant impact as a freelance PR consultant with her innovative campaigns and strategic vision.
The 29-year-old single-handedly devised the All Wrapped Up Christmas PR campaign for Leon, featuring an exclusive press preview event and a pop-up grotto at Leon’s Hanover Square flagship.
This campaign boosted Christmas coverage by 213 per cent from the previous year, contributing to a robust Q4 sales period.
Williams also led a personal branding PR campaign for Michele Pascarella, founder of Napoli on the Road, around his Best Pizza Maker award. She crafted a compelling storytelling strategy that secured more than 30 pieces of high-profile coverage in outlets such as The Daily Telegraph, The Times, and ITV’s This Morning – landing Pascarella a book deal.
As a freelance PR director, Williams helped to transition the company from a marketing focus to a strong PR entity, helping the company to secure new clients. She spearheaded the PR for Pizza Pilgrims’ 10th birthday, creating a strategy with key touchpoints to garner significant coverage.
Williams’ skill in creative ideation, strategy development and execution makes her a standout PR professional, in effect running a one-person agency with remarkable success.
What is your proudest professional achievement?
Starting my freelance career from scratch during the pandemic is definitely my proudest achievement to date. I have had to learn to work as a one-man band at every step, from creative ideation to delivering impactful campaigns and results – effectively running a one-person agency. The fact that I work with global brands that have previously used agencies is something I’m incredibly proud of. During this time, I have worked with Michele Pascarella (founder of Napoli on the Road) on a personal branding PR campaign around an award win for Best Pizza Maker. I used this as a hook to secure wall-to-wall profiling coverage in national and broadcast titles. Michele’s restaurant is now fully booked weeks in advance and he has achieved global success – including a press trip to India and a book deal.
What’s the secret to good client/agency relationships?
The secret to a strong client/agency relationship lies in fostering an open, honest, and transparent approach from both sides. Openness about expectations, goals, and potential challenges from the outset is essential for building trust and preventing misunderstandings down the line. Once this is outlined, clients must trust that the agency will act in their best interests and provide sound guidance throughout, as they have hired them for their expertise. Mutual recognition and respect for each other’s expertise are also crucial – each side should trust the other to lead within their respective areas. Aligning on goals and values ahead of working together can also be really important, as the agency should feel like an extension of the client team.
If you could change any one thing about the comms industry, what would it be?
More companies should embrace freelancers and boutique agencies because these smaller, agile entities often bring a level of flexibility, personalised attention, and innovative thinking that larger agencies may struggle to match. Not only that, freelancers or smaller agencies often bring a fresh perspective and specialised expertise, which can be invaluable for success.
What is the motto you live by?
‘If you’re not making moves, you’re standing still.’ I am constantly needing to evolve, adapt and find new opportunities in order to stay ahead as a freelancer in the PR industry, so this motto reminds me to always embrace change and seek growth.
In your view, how can PR employers better retain talent?
Creating a positive culture is key to retaining better talent. By promoting collaboration, inclusivity and recognising achievement at all levels, employers can inspire employees to become a long-term part of this positive culture. Additionally, providing proper mentorship for junior employees and investing in their progression is key.
Source: PRWeek UK 30 Under 30 2024: Jessica Williams, freelance PR consultant
