The Nous Normal Sessions

Adapting media relations during lockdown to remain relevant

When lockdown hit, Nous Communications had to adapt to remain relevant. How could an agency lauded for its face-to-face interaction with media uphold this reputation. How could we continue to maintain, improve and cultivate press relations without any face-to-face contact?

Many businesses took to Zoom for press launches and presentations, but we wanted to do something different, something much more interactive that replicated our real-life interactions with media. We began planning virtual masterclasses; an evening hosted by Nous, which would bring together acclaimed industry experts and key press contacts for a catch-up, the chance to learn a new skill and some much-needed fun. Moreover, it would provide a platform for us to stand out against other PR firms and bring our clients front of mind through the medium of what we do best – media relations.

  • Nous Communications
  • Media relations
  • Press briefings
  • May 2020 - present
This was a great idea and superbly put together. Thanks @nouscomms for what was undoubtedly the best Zoom meeting of lockdown so far!

– Jeremy White, WIRED


A magnificent evening. Thanks @nouscomms for the invite. Unforgettable.

– David Phelan, Independent/Forbes

After weeks of strategic planning and organisation, we kicked off the Nous Normal Sessions, with leading journalists from titles such as GQ, Esquire, Wallpaper, Elle Decoration, Financial Times How To Spend It, Men’s Health, Metro, Guardian, Independent and WIRED. Our intention was to give these journalists a first-class evening with top experts in their fields. The first session was a night of painting with Portrait Artist of the Year 2018, Samira Addo, the second was Michelin-star cooking with winner of The Great British Menu, Lorna Mcnee, and the third, a cocktail creation class with Senior Bartender at The Savoy, Jake O’Brien Murphy. Many more have followed since, including an epic Bake Along Masterclass with the extremely talented Great British Bake Off finalist Alice Fevronia.

We also rolled out the concept when planning client launches. Recent masterclasses have seen fine wine tasting with Slurp Wines to accompany the launch of Ruark’s R3, while we helped Freeview recreate a taste of Glastonbury with Burrow Hill, the original Worthy Farm cider supplier since 1970.

The positive response from the press was overwhelming – proof that the significant investment made in our processes had paid off, allowing us to stay ahead of the competition and maintain our reputation of having the best relations in the business. The aim of the Nous Normal Sessions was not to see an immediate return on coverage, but instead to adapt to difficult circumstances and continue to nurture, rather than neglect, our relationships with the journalists that matter.