What Shepherd PR does

Shepherd PR is a UK-headquartered public relations and communications consultancy founded in 1999, operating from rural Staffordshire with a satellite office near Innsbruck, Austria. The firm provides strategic PR, content creation (social, design, video), and campaign/event support services delivered through a "brand journalism" methodology that fuses journalistic craft with PR strategy. It serves two primary verticals — UK trade associations and travel/tourism destination clients — alongside secondary segments of Austrian businesses seeking UK visibility (delivered via WKO membership and the Austrian Embassy corridor) and Staffordshire regional organizations. The firm generates revenue through bespoke professional services engagements (media relations, content production, award entries, event support) sold via direct client relationships, industry events, and referrals; pricing is quote-based and not publicly disclosed.

The team of approximately ten employees is led by Director Jane Shepherd MBE — a former newspaper and magazine journalist, UK Department for International Trade Export Champion, and 2019 MBE recipient for contributions to international trade — and includes Account Director Maya Ings (BSc Digital Marketing) plus team members with former-journalist and airline marketing backgrounds (British Midland Airways). Shepherd PR has no proprietary technology platform or AI/ML product; its "moat" is human expertise, established media contacts, and 25+ years of vertical credibility, evidenced by 40+ successful client award entries and long-tenure relationships (Innsbruck Tourism ~10 years, Association of Noise Consultants 10+ years, Builders Merchants Federation since 2019). The business model is private, independently owned, and organically grown with no disclosed external funding, parent company, or M&A activity.

Name

Shepherd PR

Legal name

Shepherd PR

Website

https://shepherd-pr.co.uk

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

1–10 employees

Short description

Shepherd PR is a UK-based PR and communications consultancy founded in 1999, serving trade associations, travel/tourism boards, Austrian businesses in the UK, and Staffordshire regional organizations through strategic media relations, content creation, and campaign support.

Ownership category

akta.pro rank

Product category

Public Relations Services

NAICS

Public Relations Agencies (541820), Advertising, Public Relations, and Related Services (5418)

SIC

Services-Advertising (7310), Services-Advertising Agencies (7311)

akta.pro primary industry

Product & Brand PR (Consumer & B2B) (BPAFADAH)

akta.pro secondary industries

Media Relations & Press Office Services (BPAFADAF), Nonprofit & Cause Communications (BPAFADAK), Event Content Marketing, PR & Media Outreach (THAHAGAG)

Keywords

• Public relations services
• Media relations
• Content creation
• Trade association PR
• Tourism marketing

Headquarters

HQ city

Calton

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations

Revenue model

1. PR and Communications Services: Shepherd PR generates revenue through providing strategic public relations and communications services to clients, including media relations, content creation, video production, social media management, and campaign support.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Shepherd PR is a B2B PR and communications consultancy that delivers strategic public relations, media relations, content creation (social media, video, design), and campaign/event support to organizations. The firm applies a 'brand journalism' approach, combining former journalist expertise with PR strategy to generate media coverage, produce award entries, and manage social channels for clients in trade associations, travel and tourism, Austria-in-the-UK, and Staffordshire regional economic sectors.

Product overview

Shepherd PR is a PR agency offering three core service modules: PR & Communications (strategic PR with brand journalism approach), Content Creation (social media, design, video), and Campaign Support (strategic campaign and event support). The company operates across four specialized sectors: Trade Associations, Travel and Tourism, Austria in the UK, and The Staffordshire Economy. The portfolio is unified by a 'brand journalism' strategy approach that combines journalistic and public relations expertise to create awareness, drive recognition, build reputation and add value for clients.

Differentiator

Problem solved

Functional benefit

Products and services

• PR & Communications Strategic public relations and communications service delivering purposeful, planned communication strategies that build trust, strengthen reputation, and align messages with business goals through a brand journalism approach. Targeted at trade associations, tourism boards, and regional organizations.
• Content Creation Content creation service covering engaging social media content, eye-catching design, and impactful video production, including short-form reels, live social media coverage, branded visuals, and creative campaigns. Designed for clients needing to produce and distribute branded content across digital channels.
• Campaign Support Campaign and event support providing strategic thinking, creative storytelling, and journalist contacts to maximize message impact throughout the campaign lifecycle, including event presence and campaign inspiration. Designed for organizations running PR campaigns or events that need senior strategic and creative guidance.
• PR for Trade Associations Sector-specialized PR service connecting trade bodies with important audiences through media coverage, video content, social media management, and award entries. Built for trade associations needing communications support tailored to sector-specific policy, standards, and member engagement.
• Travel and Tourism PR Travel and tourism PR services delivering strategic media relations for tourist destinations, press trips, media relations, travel trade familiarisation, and integrated PR campaigns targeting the UK travel market. Built for destination marketing organizations, tourism boards, and travel-related organizations.
• Austria in the UK PR representation service for Austrian businesses seeking a public profile in the UK market, supported by a dedicated office near Innsbruck and WKO membership. Designed for Austrian companies needing UK media exposure and business-network introductions.
• The Staffordshire Economy Regional PR service promoting Staffordshire's business landscape, working with districts and boroughs to deliver campaigns championing innovation, investment, and opportunity. Built for regional businesses, organizations, and local authorities in Staffordshire seeking national attention.

Quantifiable outcome

• 40+ successful award entries for clients in national and regional awards
• +2 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Austrian Federal Economic Chamber (WKO)minorOthersShepherd PR is a member of the Austrian Federal Economic Chamber (WKO) which represents the interests of over 138,000 companies across various sectors. Membership provides access to extensive business network in UK and Austria, including strong links with the Austrian Embassy.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Stone Junction: UK B2B PR agency for technology and industrial sectors, including materials and manufacturing — a vertical comparable to Shepherd PR's Lucideon/AMRICC materials-science work. Similar boutique scale and trade-press focus.
• WA Communications: London-based PR and public affairs agency with strong trade association and membership-body credentials. Comparable to Shepherd PR in serving UK trade bodies and policy-shaping organizations with strategic communications.
• Lotus PR: Specialist travel, hospitality and lifestyle PR agency in the UK. Highly comparable to Shepherd PR in sector focus (tourism/destinations), small-team boutique model, and B2B media relations approach.
• Gecko Hospitality PR: UK boutique PR agency focused on hospitality, travel and tourism. Directly comparable in size, sector focus and trade-press media-relations model.
• Rooster PR: UK B2B and consumer PR boutique with strong content, social media and video capabilities. Comparable in service mix (PR, content, video, social) and small-team trade-press model.
• RKH Communications: UK B2B and technology PR specialist with similar boutique positioning. Comparable in offering strategic media relations, content and campaign support to trade and B2B audiences.
• Brighter Group: UK-based travel and tourism PR specialist serving tourism boards, hotels and destinations. Directly comparable to Shepherd PR's Innsbruck Tourism and destination-marketing work, with similar client mix and B2B trade-press focus.

Regional players

• Ketchum Austria / P.M. Public Relations: Austrian PR agency comparable to Shepherd PR's Innsbruck-based Austrian operations, offering local Austrian market expertise. Useful proxy for the kind of regional PR firm Shepherd PR competes with for Austrian client mandates.

Broad incumbents

• Four Communications Group: Larger UK communications group serving sectors including public sector, B2B and member-based organizations. A broad incumbent comparable in client mix (especially trade bodies and public-affairs work) but operating at much greater scale.
• Beattie Communications: UK-wide integrated communications group offering PR, digital and content across consumer and B2B. A broader incumbent with overlapping sector capabilities but materially larger scale than Shepherd PR.

Market position

Strengths3 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/ShepherdPR
• LinkedInlinkedin.com/company/shepherdpr

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Shepherd PR