PR &
communications

Plan the product stories, project accounts and company announcements that give trade readers a reason to consider your business. Agree the evidence, contributors and timing before approaching the press.

Get a free press release review Explore the approach

A specialist replies within one working day.

One good story, told wherever your customers look

A feature in the trade press. Your managing director’s post about it. A short note to customers with the film. It’s the same story, written for each place, and each one sends people to the others.

We find the argument with your team first, then give it a public life.

Timber Frame TodayProducts · March

One-piece cavity tray cuts fitting time at window heads on timber-frame homes

Tested independently and fitted on a 60-home development.

Site teams told Tom Reid the same thing: fitting trays at window heads took too long and leaked when rushed. So his team designed one that goes in as a single piece.

“There’s nothing to line up at the window head, so it goes in right first time.”

Independent testing came first. Then the tray went on to a 60-home development, where the site manager timed his fitters against the old method.

Tom Reid, technical manager, Northfield Building Systems

In the trade press

On LinkedIn

In customers’ inboxes

same story, written for each place

The same product story as a trade magazine feature, the managing director’s LinkedIn post about it and an email to customers with the site manager’s film.

Aquarian: explaining a restructure to its market

A restructure matters to customers when it changes who looks after them. Aquarian’s feature in Building Products, March–April 2021, set out the new leadership and who was now responsible for what, including support for its Approved Installer Network, and tied the changes to the company’s plans.

41% more organic traffic in nine months for Aquarian, from its combined website, search and PR work.

Building Products, March to April 2021: “Significant restructure sees Aquarian Cladding ready for 2021 opportunities”, with photographs of the new leadership team

the change, in one linewho looks after installers nowthe people now responsiblewhat’s next, in their words

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Editors run stories they can check

Most press releases in construction say the same thing: a business is delighted to announce an innovative, market-leading product. Editors delete them, because nothing in them can be checked.

A trade reader wants to know where the product goes, what it changes for the person fitting it and who says so. We work out that argument with your team before anything is written, and it decides which stories are worth telling.

EvidenceTest results or data that support it, not adjectives.
A real applicationA finished project someone could go and see.
A named expertThe person who can explain it, on the record.
A customerSomeone prepared to say it in their own words.

The same discipline applies to your company’s position. Decide which strength matters to the customers you want, then show how the business delivers it, one checkable story at a time.

**Paul Richards**Managing Director, Aquarian Cladding Systems

Product launches and company announcements

A launch or a big announcement is when steady PR pays off: editors know you, customers recognise the name and the explanation is ready before the news goes out.

Prepare the launch destination
Before approaching the press, get the explanation and supporting material ready, so a reader who wants to know more can find the range, check the details and reach someone who can answer a product question.
Decide who needs to hear first
For a leadership or ownership change, employees and customers may need a direct explanation before the story appears publicly. Corporate communications plans who hears what, and in what order.

Plan your next announcement Product launch planning guide Product launch and market entry Corporate communications

Questions about PR and communications

If your question isn’t here, call 01934 808132 or email [email protected].

What’s the difference between PR and advertising?

You pay for advertising space and control what it says. PR earns its place: an editor, a judge or an event audience decides your story is worth their time. That’s why readers give coverage more weight, and why the story has to be strong enough to earn it.

How often should we be in the trade press?

Whenever you have something worth saying. A steady run of useful stories, such as a product application, a completed project, a technical answer or a business change, does more than a burst of announcements followed by months of silence. We plan that run around what’s actually happening in your business.

How much of our team’s time will PR take?

Your specialists’ time goes on what only they can do: interviews and checking the facts. We handle the planning, writing, contact with editors and production, and agree an approval route at the start so drafts don’t sit waiting.

Can PR support a product launch?

Yes, and it works best when it’s planned with the launch rather than added afterwards. Prepare the explanation, photography and product information first, so a reader who wants to know more can find the range and reach someone who can answer a product question.

Do you work on single projects or ongoing PR?

Both. A single launch or announcement is a legitimate project, and some businesses want a continuing PR strategy. We’ll recommend what suits the objective, not a fixed package.