Get your product knowledge and project experience into the publications your customers read. A specialist press office develops the story and handles the work needed to prepare it for an editor.
A trade editor’s inbox fills with announcements that read the same. The story that gets opened offers their readers something useful, and arrives with the photographs, the approved facts and a person to interview.
So we prepare all three before we approach anyone, and log every promise to an editor. Your team knows what’s been sent, what’s been agreed and who has the next action.
An editor’s inbox. Among announcements that all read the same, the one opened is a story offer with site photos, approved facts and fire test data attached. The editor replies to book an interview with the site manager, then confirms the piece is filed for the March issue with a link online.
The King’s Award recognised Shelforce’s inclusive employment model, a story people needed to see for themselves. So the press strategy was timed to the official announcement, and journalists were given access to the factory and the people behind the award.
BBC Midlands Today and ITV CentralTelevision: primetime news slots
Greatest Hits Radio West Midlands and BBC West MidlandsRadio: interviews
BBC News websiteOnline: news coverage
National, local and trade titlesPress: print and online
The King’s Award for Enterprise is an amazing victory for Shelforce. Ten years ago the company was close to closure so it’s been a real win for the team.
A homeowner who wants Timberlook still needs an installer who can supply it. So Affordable Window Group’s campaign spoke to the trade as well as to homeowners, and it earned 64 pieces of trade coverage. That trade audience was part of the buying route, and the coverage belongs to a wider strategy that included consumer marketing.
If your question isn’t here, call 01934 808132 or email [email protected].
The ones your buyers read. Depending on your market, that could be titles for specifiers, contractors, installers, merchants or facilities managers, along with their websites and newsletters. Each story goes to the publications whose readers can use it.
Yes, when a release is the right format. Many trade stories work better as an exclusive project feature, an expert comment or a technical article offered to one publication. We’ll recommend the format that gives your story the best chance with the editor.
Access to the people who know the detail, the records that support the story, good photography or time to arrange it, and someone who can approve copy promptly. We take care of the writing, the approach to editors and the follow-up.
Yes. As your press office, we take journalists’ questions, find the right person in your business to answer, prepare approved responses and keep track of what’s been promised. Contact arrangements are agreed at the start.
No. Some trade titles sell sponsored features and advertorials. They can be useful, but they’re advertising and readers usually know it. We’ll be clear about which opportunities are earned and which are paid, so you can judge each one.
Send us your next press release or announcement, and we’ll tell you how an editor will read it.
Tell us what you need and where it’s stuck. We’ll come back to you within one working day with the right person for the job.
A specialist replies within one working day. You’ll hear from someone who knows construction, building products and home improvement.
If good work in your business is going unnoticed, we can help identify the stories and publications worth pursuing.
01934 808132[email protected]
