High performance in communications

December 2024: High performance… a phrase with its own podcast and many connotations.

High performance is frequently assumed to mean output at all costs, where people are pushed to their limits to achieve aggressive goals without considering the consequences. However, this is a flawed and unsustainable view. For us, high performance is not about burnout, rushing deliverables, or endless busy work. Instead, true high performance should be defined by creating a sustainable environment where individuals from all walks of life are empowered with the right tools, pathways and direction to thrive both today and tomorrow.

So why are we talking about high performance? Well, as a PR agency we believe…

1. Delivering clear impact with comms is a non-negotiable. And that requires focus.
2. An agency is its people. Simple. And you must give every individual a fulfilling environment, where they feel challenged but supported.
3. And the above two points are completely intertwined, one doesn’t happen without the other. But if you get them working well then remarkable results can be achieved (also known as high performance).

At 393, we really care about this, so much so we put it in our name. 393 AD was the date of the last ancient Olympic Games in Greece. The Olympic mindset of striving to achieve the best and pushing the boundaries of potential is a founding commitment for us. However, this mindset doesn’t simply mean an unrelenting focus on output—it’s about holistic growth, resilience, and excellence both individually and as a team.

High Human performance

An agency is only as strong and capable as its people. Our success comes from the creativity, expertise, and collaboration of the individuals who work here. To build a high performance culture, you have to start through a human lens.

It means that growth pathways, personal development and professional wellbeing must be prioritised. This starts with every person having a development gameplan on where they are right now, what crazy goals they want to achieve, and how we can partner to get them there. As part of this, a diverse and inclusive environment must be built, where anyone from any background has a platform and pathway to realise their potential.

To achieve this, a rounded approach to mental health and wellbeing should always be lived by. You can’t expect your people to operate in a high stress environment continuously, but think it can be solely remedied by a meditation app. A sustainable and supportive culture must be built.

For us, building a high-performance culture doesn’t just mean helping employees meet deadlines, while those are of course important, we like to think bigger. For us, it means empowering our people to be their best selves. Whether through training, mentorship, or promoting an inclusive work environment, we’re committed to ensuring every team member has the resources and opportunities they need to grow. A happy, empowered, and challenged workforce is one that will deliver the best results for clients, driving both personal and collective success.

Audience-first, second and third

But we’re realistic. We’re a client servicing business and it definitely can’t all be inward looking. Success for us is about creating a measurable impact for clients, and to achieve this we must be driven by an audience-first approach.

Comms is, at its core, about building trust and fostering relationships. Whether through media relations, brand messaging, or digital campaigns, we must ensure that every piece of communication we craft resonates with the target audience and delivers real value to the client. Key to doing this is our Audience ID approach, which you can find more on here.

We challenge ourselves and our clients on the work we do. Is this activity going to reach your target audience? Or are wasting time and money? If it’s the latter, then maybe we shouldn’t be doing it.

Strategy, structure & superpowers

Finally, high performance for us is about structure and strategy being in alignment.

Too often, these two elements exist in silos, where strategic goals are set but the operational structure to achieve them is disconnected. Yes sure, it sounds very obvious but too many businesses overlook this. And without this alignment, even the most talented team can struggle to perform at its best.

To achieve this at 393, we’ve structured our business and our teams to play to individual’s strengths to ensure we reach our clients audiences in the most compelling way, with our Pulse (insights), Dialogue (relationships) and Spark (delivery) teams. Too often our industry expects everyone to be good at everything, and their progression dependent on it. That’s unrealistic and doesn’t let people realise the true strength of their superpowers.

Not everyone needs to be a jack of all trades, lets celebrate the masters of craft!

So, there you go, that’s how we bring a high performance approach.

Why would we share this? Well because it’s easier said than done – and all of the above is only realised with the right culture. A true intangible, which we are committed to building and getting right every day for our people and our clients.