Exploring PR Impact

How can PR agencies better measure and communicate their impact in an age of AI and rapid change?

That was the focus of a recent innovation workshop Big Echo delivered for Unhooked Communications, a Manchester-based PR consultancy known for its lean, results-driven approach. Led by founder Claire Gamble, the Unhooked team wanted to explore how they could evolve their value proposition and uncover new ways to demonstrate the true business impact of their work.

From Insight to Innovation

Big Echo designed a bespoke session to help the team:

• Identify where PR impact is hardest to prove
• Reflect on what’s working - and what isn’t
• Generate practical, high-impact ideas (plus a few bold ones too!)

The workshop combined silent reflection, fast-paced collaboration, and “alone together” focus time to balance structure with creative freedom, and ensure everybody had a voice.

A New Kind of Atmosphere

In a first for a Big Echo client session, Tom Parson also composed a bespoke ambient soundscape - built using psychoacoustic theory to promote calm, empathy and creativity throughout the day.

The soundscape formed a subtle backdrop to the workshop and was met with fantastic feedback from the team. One participant said they “genuinely felt the difference - it encouraged me to think creatively,” while others noted how it created a more relaxed and open atmosphere.

“The soundscape helped to create a comfortable and welcoming setting from the start, it's such a good idea!”

Results and Reflections

By the end of the session, the Unhooked team had developed a set of tangible, actionable ideas for how to measure PR outcomes more effectively - as well as a shared energy around what’s next.

“It was so nice to be on the other side of a workshop for a change,” said Claire Gamble. “Tom’s agenda was engaging and interactive, complete with bespoke soundscapes that really helped spark creativity. We’ve already started building on some of the ideas that came out of it.”