Pathos Communications Is Disrupting the Public Relations Industry With New Pay-on-Results Model

Pathos Communications is a public relations agency that was established by Omar Hamdi with a singular vision in mind: delivering results.

The first public relations agency in history was founded in 1900 in Boston and was called “The Publicity Bureau.” Their business model involved charging clients a monthly retainer to handle all aspects of their public affairs, from media relations to public communications and crisis management.

Since 1900, not much has changed. Today, modern agencies still charge a pricey monthly retainer, regardless of the results they deliver. Unfortunately, the results are often non-existent or opaque, but the retainer is still payable monthly. It’s a great model for agencies, but is a huge pain point for clients who sink money into a service that delivers nothing.

Pathos Communications, however, believe it’s time to put the power back into the hands of clients. Led by Omar Hamdi and his team, Pathos is rewriting the PR rulebook by introducing a revolutionary “pay on results” model that only bills clients for any media coverage Pathos actually delivers.

“Companies and their founders and CEOs are smarter and more informed about the media than they ever have been. As well as being smarter, they are also more skeptical - or even cynical. So any agency that wants to survive - or thrive - has to consistently deliver results,” Hamdi explains. It was this change in the market that led to the founding of Pathos Communications.

Pathos Communications’ revolutionary PR payment model - charing clients only when results are delivered - has introduced an interesting paradigm shift in the industry. If, for example, a client wants to get featured in a large publication, but Pathos fails to deliver it, the client does not need to pay.

"Our team boasts a combined 100+ years of industry experience," Hamdi says, "including BAFTA award-winning broadcasters and digital media entrepreneurs."

This innovative approach has propelled Pathos Communications to become a leader among public relations players, in the UK and globally. According to reviews, clients have lauded the company for devising fresh strategies that "transcend traditional public relations tactics, creating highly effective campaigns with tangible results."

How Pathos Communications Delivers Success

Rather than working on a retainer basis, Pathos Communications operates as an independent contractor, meticulously selecting clients based on newsworthiness. This strategy differs from the traditional model where clients approach PR agencies, hoping to create campaigns centered around their business. Instead, Pathos Communications takes control, ensuring success by identifying valuable prospects rather than merely attempting to force results.

"Traditional models often fail to align with client expectations," Hamdi elaborates. "As a 'pay on results' PR agency, we can disrupt conventional norms and redefine the concept of public relations. This also allows us to effectively work with businesses at all stages, whether they're long-established brands or startups."

Pathos Communications reviews reveal that the company fills a much-needed gap in the market. Traditional bundled services tend to be expensive and inefficient since every business requires a campaign tailored to its specific needs. Unfortunately, commercial pressures have coerced PR agencies to adhere to what they deem "right"—a standard set of services, rather than focusing on what would genuinely benefit the clients.

Why Tailored Campaigns Work

Consider this from a client's perspective. Would a logistics services business and a fashion company benefit from the exact same PR campaign? A rigid adherence to a checklist can often be counterproductive, coming across as contrived and inauthentic.

By creating campaigns tailored to each client, Pathos can devise comprehensive publicity strategies that effectively deliver results. This is not to say that traditional campaigns are entirely ineffective; however, Pathos is laser-focused on producing results while conventional methods center on producing content and marketing strategies, hoping to garner public attention.

"You don't release content hoping it'll go viral," explains Hamdi, who has directed campaigns for prominent figures such as Jane Lu from Shark Tank Australia, James Caan from Dragons’ Den, the UK equivalent of Shark Tank, and Oscar nominee Frederick Marx, a Hollywood producer. "You study the market and release content that's practically guaranteed to go viral."

In an era where social media has transformed how brands communicate with their audiences, it's crucial for PR agencies to evolve in tandem. Pathos Communications, according to reviews, is stepping away from traditional, hit-or-miss strategies and moving towards more efficient methods.

As highlighted by Forbes, Pathos Communications has shifted PR from merely "getting their clients published" to considering the return on investment and delivering value to their clients.

"Getting published is only half the battle," Omar clarifies, "optimizing the client’s return on investment is at the core of what Pathos is about."

Charting a New Course with Pathos Communications

Pathos Communications' departure from traditional practices has positioned the company for success. It's only a matter of time before other public relations agencies follow suit, adopting a more results-oriented approach to their services.

Presently, the company has established a global footprint with teams stationed in Dubai, Canada, the United States, and their headquarters in the UK.

"It's vital that we continually assess our clients' needs and provide value-driven PR solutions," Hamdi states. This ethos is evident in Pathos's ever-evolving strategies, geared towards meeting the increasing demand for value-oriented solutions that yield the best results. Moreover, their "pay on results" model helps dispel misconceptions about PR agencies being mere money-making enterprises.

The notion that public relations agencies are merely profit-driven, disregarding the need for results, often stems from monthly retainers that yield minimal improvements to a client's sales and growth. When clients pay for services, it's reasonable for them to expect a return on investment commensurate with, or exceeding, their initial expenditure. When such expectations are unmet, it fosters the impression that PR companies fail to deliver on their promises, reinforcing the belief that they are essentially scams.

However, a "pay on results" model fosters a more reliable and trustworthy system. Clients can be confident in their investment, and in turn, PR companies are motivated to develop more effective solutions touching on everything from lead generation to content management, whether on their client's website, in reputable publications, or on social media platforms.

In conclusion, Pathos Communications is pioneering a fresh approach to public relations. By prioritizing tangible results over traditional practices, the agency has positioned itself at the forefront of industry innovation, paving the way for a more accountable and effective PR industry.

(The above story first appeared on LatestLY on May 25, 2023 10:46 AM IST. For more news and updates on politics, world, sports, entertainment and lifestyle, log on to our website latestly.com).