19. The Influence Crowd


Company: The Influence Crowd

Founder(s): Catherine Lane and Chris Lane

Website: https://www.theinfluencecrowd.co.uk/




Coverage in the tech press and nationals are the main things you’d expect from your tech PR agency, right?

Not necessarily, according to one of the co-founders of The Influence Crowd, a new type of PR agency specialising in the EdTech and public sector space. “It depends on what the business needs to achieve,” says Catherine Lane who has been in tech PR for 20 years. “A slot on a national TV show might get you thousands of new visitors to your website, but if none of them buy, has it been worth it?”

She explains, it’s all down to finding out what the client really wants their PR campaign to achieve and then ensuring the activity and KPIs are geared to meet that objective. “That might mean a Google Ad campaign, an event, an influencer partnership or indeed that slot on The One Show. More often than not, a mix of all of this is needed to ensure the coverage not only drives awareness, but it drives sales too.”

The company has worked with some of the largest tech brands and start-ups in the education sector. The current roster includes Juniper Education, Launch Your Career from Dev Clever and Lexplore Analytics.

Expansion is on the cards for the business, which has exited the pandemic in a strong position following the growth of many EdTech firms as more learning moved online. One of the business’ key aims looking ahead to 2022 will be bringing more partner organisations on board so it can offer customers a wider range of services.


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