Barney Packer is the founder and director of Modern Classic Digital, a UK digital PR agency.

Why was it important for you to transition from employee to founder and start Modern Classic Digital?

Going from employee to founder was a huge leap of faith. I announced the agency just a few days after turning 26 and like most 26-year-olds, I hadn’t ever owned or run a business before. 

I knew I was up to the challenge as far as doing the job was concerned but felt less knowledgeable on the admin side, so I spent most evenings after work reading about how to run a business in the UK. What I can spend money on, when I need to complete my self-assessment; loads of things like that which I really wanted to get right.

It was important for me to start Modern Classic because I wanted to create a brand that gave SMEs the opportunity to have an incredibly effective digital PR agency without a huge price tag. Big brands often dominate the internet because they have the budget to do so. Instead, I want to see quality small businesses competing with them and winning. I’m a sucker for an underdog story! 

What pain point did you spot and how are you solving the problem?

So many traditional PR agencies report on vanity metrics and are completely unaware of the fact that they’re actually loosely performing organic SEO; they’re just missing the fundamentals that create the genuine impact. What that means is that there are a huge amount of businesses paying a whole lot of money for a PR agency that is basically doing half a job. This isn’t because the job is done badly, but because the industry has moved and they haven’t moved with it.

That’s why we call ourselves Modern Classic Digital; we’re doing a classic job and modernising it to add functionality to the digital world.

How do you handle the balance between meeting clients expectations and maintaining ethical practices in PR?

Regarding client expectations, our bottom line almost always comes down to ranking on Google. That means we should see quality results as long as we’re producing expert, authoritative, and trustworthy content.

From an ethical point of view, I graduated from the University of Lincoln with a degree in Journalism and Public Relations, so I’m incredibly aware of the NUJ code of conduct and the ethics surrounding good practice in the media. 

While Modern Classic is a PR agency, we’re not spin doctors. Our job is to create interesting stories that are relevant to our clients and outrank the competition. It’s a really positive style of PR that can do genuine good. 

What do you think businesses get wrong about SEO and the positive or negative impact it can have on their business?

You really have to commit to SEO. If you do it for one month, great, you’ve maybe got some press coverage out of it. But, it won’t have any impact on your Google rank. Our job is to get our clients to rank #1 on Google, and that really takes time. Not just this, but you also need to hold your position, so once digital PR is stopped, you’ll steadily lose rank as a competitor creeps up on you.

My recommendation for business owners is to get their keyword strategy together, optimise their site, and start running quality off-site campaigns. Nine times out of ten, that’s a lot more than your competitors are doing. 

Also, literally every single business should have a flagship keyword peppered around their site too. The best way to find your flagship keyword is to answer this question; if 100 people Googled your business without using the name of your business, what would they Google?

Digital or traditional PR?

Digital all the way! While I trained as a traditional PR practitioner and journalist, it really feels outdated now. The world has changed so much and people really need to prioritise their online presence. While I still love newspapers and out-of-house advertising, I don’t believe they hold as many benefits as quality online coverage.

A funny trend I’m seeing at the moment is fake billboards for social, i.e. looking like you’ve got a billboard and posting it on social media. I see why people do it, but I think that just reinforces my point; digital is the present and the future.

What do you think gives a brand longevity?

Never stop chasing the ‘cheese’. I know this sounds weird, but the book ‘Who Moved My Cheese?’ by Dr. Spencer Johnson massively influenced my approach towards business and change as a consistent presence in life.

The book essentially says that the requirements for success change every single day, so don’t be fooled to think that success stays forever. In the 90s, video rental was a hit and Blockbuster ruled. They could have bought Netflix for $50m… They didn’t. We all know how that story plays out.

Any lessons so far as a new founder?

Shortlist your dream brands, and get in touch on the phone. As Vito Corleone says, make them an offer they can’t refuse! If you have to do the work for free, so be it. If your work is as good as you say it is then once the free period is up, they’ll likely be interested in paying for the service.

This is exactly how I started Modern Classic Digital and now I’m lucky enough to work with a craft beer company, coffee specialists, and a luxury interior design company.

What advice would you give to aspiring PR professionals looking to start their own agency?

If you can get the results, you can run a business.

This was the sole motivator for me. I knew I could do the delivery, but I was a bit more uncertain about the sales process, admin, and behind-the-scenes work. At the end of the day, the results are what makes the cogs turn. Dive in, do the work and start learning. 

Put it this way; no amount of admin can save you from a bad results month!

Buy a domain name, create a beautiful website, find a tone of voice, and get on the phone. Everything else will follow.

What would be your top three tips to fellow entrepreneurs to look after their mental health?

Good mental health is hugely important to me, and since starting Modern Classic Digital I have felt the best I’ve ever felt, which I largely put down to having ownership of my own lifestyle. Aside from that, here are three things I do to stay feeling good:

1. Exercise at least twice a week: Go to the gym, do a yoga session, go for a run. Doing exercise instantly switches my mind from work mode to just thinking ‘I hope I don’t drop this weight on my face’.

2. Keep a routine: In the age of working from home, it’s all too easy to roll out of bed and log straight on, starting work at 7am. I find that creating a routine helps in not overworking myself and tracking my hours better so that I have definitive beginnings and endings of days.

3. Never take my eye off the horizon: Thinking about where Modern Classic will be in five years helps me to make that vision a reality. Ambition is a powerful asset and a huge motivator. Dream big and enjoy the journey - it makes the tricky moments easier.

What’s next for Modern Classic Digital?

I’m a huge fan of Formula 1, and running Modern Classic Digital has felt like an F1 race. We’re on the opening laps and pushing like crazy to get to the front of the pack. The best part? We’re doing it. 

This feeling of ‘overtaking’ is fantastic and we don’t intend on slowing down anytime soon. We’ll continue to run amazing campaigns, provide cost-effective solutions, and never stop changing with the world. It’s a joy to be in the driving seat at Modern Classic.