Published by Sue Johns-Chapman
Published Date 17.09.2024 
‘Nurture, Dig, Balance, Play’ – That’s Curious PR Culture
The Curious PR team was ecstatic to learn that we’d been nominated in two categories at the 2024 European Agency Awards – namely, ‘Best Agency Culture’ and ‘Best Not-For-Profit (small)’. Of the two, we are particularly proud to have our culture recognised by experts working in our profession. Why? Because in the words of our founder, Hannah Kapff, “We place enormous importance on caring for our team, as well as the people we’re fortunate to work for, or with. The word ‘curious’ comes from the verb ‘to care’, so whether it’s the campaigns we lead, or the way we work together, values and behaviours are all, at Curious.”
The nomination feels like a ‘milestone’, having been in business for around a decade, during which Hannah has nurtured our team members with extreme attention. “We have always believed passionately that values are key when it comes to public relations, or to business in general. It was this belief which led me to found Curious PR. We think ‘culture and values’ are the bedrock of our success.” Maddy Lowe, account executive, adds: “Being nominated is incredibly meaningful as recognition for our dedication to create an environment where everyone thrives, and where we are motivated to keep striving for even greater success.”
Hannah was a broadcast news producer at CNBC Europe and the BBC who’d studied Environmental Science in the mid 90s, when only a handful of universities offered that degree. The choice followed an education where she was “the annoying kid who constantly asked ‘why’.” In 2024, her mission in leading Curious PR remains going ‘above and beyond’ for clients by digging deeper into the issues or concepts at play, in order to tell their story better.
Where Values Matter, Sustainable Success Will Follow
Fast forward to the 2020s and ‘sustainability’ forms a large part of our client work, but it also remains woven through our values. Hannah’s notes, “Put simply, if you want to sustain your team and your clients, act sustainably in every way you can.” This ethos marries with our collaborative way of working because, “Only by singing with other voices can you generate widespread, long-term change. And that makes us seem ‘fluffy’, rest assured, our multi-skilled team is tenacious: we have a ‘never say die’ attitude, partly fuelled by our media backgrounds because in journalism, you don’t give up till the story is broadcast!”
Curious PR is particularly strong on media relations – the skills needed to secure top tier global or national coverage, as well as niche interest and impact. Since 2018, we’ve achieved a global media reach of over 14 billion* for our clients. Our experience in film-making means we love incorporating filmed or animated content, as well as stunning graphics and brilliant copywriting into our work. Often the assets we create translate’ what can be tricky-to-understand, technical concepts into meaningful messages for a broad spectrum of audiences, be they patients, doctors, policy-makers, creatives, musicians or student.
On the sustainability front, we’re also proud to say that all except one of our clients have been with us for years. This longevity reflects the fact we offer consistent value to clients in being on-hand to give strategic advice, build networks, be flexible, adapt, and generally deliver consistent, strong results – whatever we set out to achieve for them.
*Based on monthly figures
Investing in People, Nurturing minds…
We’re equally dedicated to fostering an environment where our team can thrive. Over the past four years, we’ve rewarded our employees annual bonuses, promotions, and pay raises, and while many agencies rely on freelancers, we commit to hiring, training, and nurturing full-time staff – a commitment upheld even during the pandemic. This means we retain employees longer than the industry average. Such stability and consistency is essential for clients as well for us – especially brilliant young Londoners we hire who are staring down the barrel of the cost-of-living crisis. Likewise, Hannah believes in nurturing staffer passions. “I love giving them more of what they love doing and are talented at – wherever it fits wider strategic objectives, or personal S.M.A.R.T. goals. It gives me the biggest boost ever to see people grow and fulfil their full potential,” says Kapff.
Where Play powers Creativity
Maddy Lowe at the Royal Academy of Arts’ – Young Artists Exhibition
We also champion a ‘smart’ work culture that doesn’t value ‘overtime for overtime’s sake’. On the rare occasion it’s called for, we balance the scales by offering time off in lieu, when it suits best. We believe new ideas cannot flow freely in a long-hours, adrenaline fuelled culture. “Cortisol is the enemy of creativity. I’ve seen how supposedly the freshest of bright minds get stripped of creative juice when exhausted, or where tension prevails.” We credit this approach for lower-than-average staff sickness.
The priority we place on wellbeing and healthy work-life balance also sees us at regular social events, and we celebrate our achievements and successes together, whether it’s having secured new business, great coverage, a personal milestone, or an award nomination! Besides our Christmas celebrations, outings include film screenings, art galleries, gigs and festivals – e.g. Sister Sledge at The Royal Albert Hall and Cross The Tracks. We know the importance and necessity of ‘play’ to generate ideas and to communicate. As social psychologist, Jonathan Haidt, argues: “Hundreds of studies on young mammals show they want to play, need to play, and are socially and emotionally impaired when deprived of it.”
Fortunately, working mainly in the same office, we avoid the ‘water-cooler desert’ facing some PR professionals working remotely. Being in one room engenders a sense of community, sparks ideas, and provides a chance to share inconsequential gossip – AKA ‘social cement’! A great idea can come from sharing a doodle over coffee, a drink, an ice fight on a hot day! Plus, clients like to know we are physically together because it maximises teamwork and communication.
A Culture That Inspires, A Team That Thrives
Curious PR trip – Hannah Kapff and Sophie Wesley ‘Together For Democracy’ sign – outside EU Parliament, Brussels
‘Together For Democracy’ The dedication we show clients is matched by going the extra mile for our own people – as reflected in our ‘Curious Values & Behaviours’ statement, which hangs proudly on our walls. Testament to our strong culture is the fact former team members have returned, having worked elsewhere in the interim. A recently-departed Senior Account Executive, Sophie Wesley, testifies: ”Hannah is genuinely driven to support those trying to deliver real change, which shows throughout the company’s work and ethos. I would not have got anywhere near this level of experience anywhere else – Curious PR really is a one-of-a-kind company.”
Our culture is our agency’s heartbeat, driving us to excel as a team, and as individuals, whilst delivering outstanding results for our clients. Dedication to how we behave both internally and externally has been – and always will be – the Curious PR way. – outside EU Parliament, Brussels
