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Craig Dummett's profile on Bizcommunity

Craig Dummett is Director at Dummett & Co. He is an industry veteran and communications specialist with 15 years in the field, and he brings a wealth of experience both in an agency and client work delivery context. Craig fuelled his passion for PR at prominent PR agencies and listed companies including: Sentient Communications, Marcus Brewster Publicity, Cowley Nel & Associates, Openware Limited, Sun International and Protea Hotels. Email him on or follow @craigdummett on Twitter.
All | Articles | Comments
Craig Dummett commented on From hero to zero
Janine, thank you for this brilliant piece.
Posted 2 months ago | Like
Craig Dummett commented on Casper de Vries' heavenly hell
I thoroughly enjoyed his show last Friday evening - terrific experience - I haven't laughed as much as that in ages.
Posted 6 months ago | Like
Craig Dummett commented on Michelle de Pons-James joins Text100 Johannesburg
Congrats Michelle! I wish you great success in your new position.....!
Posted 7 months ago | Like
The importance of award winning for brand building

[Craig Dummett] Award winning is important in any sector, but for one as saturated and meaningful to customers as health and fitness, every point of recognition and accolade adds to the brand's credibility. Many marketing-related industries rely on, or are complemented by awards. Similarly, many of them are inundated by awards and this can become superfluous and not necessarily a unique selling point. When building and bolstering a brand, there exist various elements that contribute to a positive and credible brand image.

Posted 8 months ago | Like (1)
Craig Dummett commented on The value of PR
Guys, I hear you, but I genuinely believe there is room in the industry for players to offer a service, which is affordable, is deliverable/ outcome based and is a means of entry for PR agencies willing to service the small-to-medium sized regional markets, or for cash-tight companies to experience our discipline. I understand that this may be perceived as being 'cheap' and poor on quality, bringing the industry into disrepute, etc., but then the onus is on budget-friendly PR agencies to succinctly communicate to client the seasonal offer's benefits, that it is a start, it is a means of entry for them, that it is by no means a permanent offering. I know for a fact that some clients who have started off with us, have doubled/ tripled their investment after a successful run only because they were skeptical about the benefits at the start, were given a chance to invest, then experienced its true impact and value, and were more willing to invest further. An approach like this just grows the industry (or in FMCG language, the category). We also don't only value clients on the basis of their size-of-spend with us, we seek out other benefits that would enable us as an agency to grow/ achieve our business objectives e.g. ‘small client A’ has a close relationship with ‘big budget prospective client B’ etc. In closing, I would caution folk to assume that a small-budget PR campaign is a 'quick-fix' publicity solution without having had firsthand experience of what that agency is providing or delivering.
Posted 8 months ago | Like
Craig Dummett commented on The value of PR
I have no problem with winter specials. In fact we recently offered something similar (I may be "the agency" you are referring to, I don't know?), and its opened up terrific doors for us in the SMME regional market, allowing us to get a foot in the door, prove our capabilities to businesses who have never been able to experience the benefits of PR because of budget restrictions, etc. Once we've been able to prove PR's worth, we are in a more empowered position to negotiate greater investment from client - in fact that's been the case with most of my clients - starting off small, delivering results, then asking for more. It works everytime. I totally understand where you are coming from Gordana, but I think there's mega room for small, creative, innovative agencies who have some spunk that can push the boundaries on how to charge, drive product innovation in PR, etc. Also, my billing structure is such that it mandates us to deliver a media/ PR deliverable as opposed to time, so small SMME clients are guaranteed results. My clients and new clients (and we are really beginning to break into the big brand market) appreciate our flexibility wrt costing - it gives us and them a chance to build trust and credibility, off which we can grow a great relationship.
Posted 8 months ago | Like

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