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More than a team, meet Lutt
Posted by Lutt Willems

When working with an agency like duomedia there isn’t just one person dedicated to you, you get a whole team of communication experts. We’ve launched this series of blogs to shine the spotlight on each of our team members and their specific skills so you can get to know them a bit better. This week, we’re giving the word to Lutt Willems.

Hi Lutt, great to have you with us. Can you tell us in an ‘elevator pitch style’ how you would describe yourself?

After working more than 35 years in PR, I think I can consider myself as a PR Expert.  I feel privileged to work in an industry that is constantly evolving, with new communication channels such as i.e. social media being added.  Helping companies to create an impact with our communication strategy and to help them stand out, I still find most rewarding.

As a senior and experienced manager I also enjoy guiding my colleagues who start at our company as young PR executives and help them grow in their profession and become a real PR pro.

Mobile phones have become a big thing in our lives, what app do you have on your mobile phone that your particularly love?

On a personal level I appreciate WhatsApp for its ability to create groups with family and friends for easy communication and pictures sharing. The weather app is also consulted several times a day.


Can you describe for us what it is you do for your clients?

As director client relations, I consult clients strategically in their short- and long-term PR approach and campaigns. For new brands coming to market, public relations can be an important tool for building an industry presence. For established businesses, PR can help to strengthen and broaden their reach and support new product launches.

PR can help a company to generate earned media placements that assist in building brand identity and market visibility. As a consequence, this can help to increase industry presence and sales. Public relations is an effective way to build a brand, communicate with a target market and attract further investment.

Followers, customers and potential investors want to hear a good story,
and the better the story, the better the chance it will be published.

Which is the most exciting facet of your job?

What I love about my job is that every day is different. In PR, what we do today can make a difference on what tomorrow will bring.  We can play a pivotal role in a companie's go-to-market strategy.  Our ultimate goal remains to create competitive PR campaigns designed to achieve results, create an impact.


What would you like to say to the businesses out there who might benefit from duomedia’s services?

PR is still one of the most cost-effective ways of marketing your business, and is still the most cost-efficient approach when you have a limited budget to promote your products and/or services. Implementing a PR plan enables you to establish your brand identity in a practical, cost-efficient manner, and helps you market your business and solutions to your stake holders. Despite the rise and continuing influence of digital and social media, good PR holds its ground. We just need to embrace these new channels and incorporate them in our global communications strategy to make it fully integrated and encompassing.

Inevitably, there will be a strong focus on online content and less on print. In order to keep up, campaigns must incorporate a media mix that focuses on reach, frequency and conversion.

From my perspective, the future demands short, condensed, visually appealing and shareworthy content from PR people. We have to remain attentive on news that is current and holds potential to go viral to appeal to audiences.

Thank you for sharing your vision with us Lutt!

Want to meet the colleagues of Lutt? Click on their name to read their stories. 

Wonder what Lutt can do for you? Discover our inbound & outbound services.


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