Alison Relf is MD at Taylor Alden and has more than 25 years’ experience of devising, managing and executing PR programmes across homes and interiors – with a particular focus on the KBB industry – as well as the building and construction industries.
You’ve spent energy and imagination producing content about your business, so take the time to place it and share it – whether that’s amongst the KBB industry’s media or further afield, today’s communications channels offer a great opportunity for companies to spread the word. The art is in the collation of the information and the timing of output. As with everything, it’s all in the planning. You may have internal resources, or you may want to use an external PR/copywriting agency which can offer expertise when needed.
One piece of fodder can be adapted many times over; the key is making it relevant to the audience; trade customers, or consumers, or suppliers, etc. Vehicles for targeting your key audience include online and printed editorial in leading publications, your social media channels, industry and journal social media channels, your website, digital newsletters, blogs, exhibition and roadshow material… the list goes on.
Whether it’s business or product news, or people news, or opinions and musings, be sure to spread the word! Share links to where the content has been posted by online media. Interact with other people who may have shared the content. With social media becoming a part of everyone’s daily lives, it makes sense to make it a part of business. Utilise the channels you have, and sign up for more if you find a platform or publication that your customers are using and your business isn’t.
Offering industry insights is a great way to get your brand known. If you’ve worked in the industry for years, let that be known! You’ll know all the tips and tricks of the trade. Even if you don’t feel like you’ve worked in the industry long, you’ll still have opinions and experiences that can be shared. Customers and colleagues will remember this and it’ll help establish a personality to the brand.
Having been in the PR industry for over 30 years and developed relationships with key journalists in the KBB industry’s media, I’ve seen what it all comes back to: creating content and sharing it. It’s as simple as that.