The art of generating mass media coverage

Despite the fact PR has significantly evolved over the years, executing a strong media relations campaign and generating a great piece of coverage for a client is still one of the things that excites us the most about this industry.

There’s no doubt a powerful PR campaign has the ability to generate global awareness for a brand (or individual’s) voice and, while some (outside of the industry) may think it’s easy to generate mass coverage for a story, there really is an art to it.

As PR consultants, seeing our campaigns come to life is the reason we get out of bed in the morning. From seeing the amazing work our client Culture Shift is doing to tackle problematic behaviour in organisations highlighted by the likes of The Guardian, to honing in on the issues currently impacting the construction industry amongst top-tier trade titles like Construction News for our client Uponor, there’s nothing quite like seeing your client’s story being shared with the masses.

Here at Refresh, our aim is to always exceed client KPIs by going above and beyond. So, when our client the Glass & Glazing Federation (GGF), tasked us with helping them to build back consumer confidence amongst homeowners, particularly around installers entering homes during the COVID-19 pandemic, and educating consumers on how to safely use tradespeople for home improvement works - all while driving traffic to the organisation’s consumer advice website, MyGlazing.com - we took the challenge head on.

We started by undertaking research to uncover the home improvements that most consumers were looking to make while working from home, and how they really felt about welcoming tradespeople into their properties given the risks around the pandemic. We also offered up comment on timely themes like the Green Homes Grant, securing coverage in the likes of the Metro, Grand Designs and Your Home.

As an added layer to the campaign, we also pitched to secure an opinion piece offering advice for homeowners on how they can safely work with tradespeople during the pandemic. We placed the story exclusively with PA Media, meaning that it was syndicated widely across the country, landing on the Glasgow Evening Times, Lancashire Evening Post and Manchester Weekly News, amongst others.

All in all, the campaign was a huge success, so far generating 123 pieces of coverage and the opportunity to reach more than 108 million people, in just five months.

If you think we could help you stand out from the crowd through PR and marketing, give us a call on 0161 871 1188 or contact us here.

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