Not all media coverage is equal. PR can work wonders – but only if you get your target audience right
Get media coverage in the wrong publications and you might as well be shouting into the void. It might make you feel a bit better about yourself, or your organisation, but really for the time and money you have invested you want a bit more from it than that.
So if you speak to a PR agency about coverage and they don’t ask you about who your target audience is and why that should start to ring alarm bells straight away.
A good example of how PR can support strategic objectives is the work we have been doing with our new financial client The Path, helping to establish them as a leader in the green, ethical and impact finance sectors.
New, ground-breaking and revolutionary, The Path are the first financial advisors set up specifically to tackle the climate crisis. They do this by investing in environmentally focussed, sustainable companies and funds.
Looking to PR as an avenue to help them gain credibility, The Path has been working with High-Rise since October 2019. Not wanting to ‘go local’ when it came to coverage, the company set out to establish itself as a major player in the financial field, highlighting its key green credentials on a national level through major news sources.
What we did
Tapping into the cultural conversation of ‘going green’ and the climate crisis, this became the focal point for High-Rise’s green finance PR push.
We worked on developing a campaign to communicate the company’s radical goals to;
- Change consumer behaviour to think about their finances in line with greener values
- Revolutionise savings by pioneering a kinder way of investing
- And boldly changing the landscape of the sector to put people and the planet before profit
By working with The Path from the very beginning, we were able to shape the press strategy from the get-go, focusing on the mission statement and establishing clear, ambitious goals. This allowed us to tap into the public subconscious and really shape the conversation that was happening around what the company was offering to provide relevant, valuable PR that delivered.
Launching in January 2020, the campaign set out to target:
- Sector press: to champion The Path’s positive impact investment model to the finance community while working to recruit financial advisers to help.
- Nationwide consumer press: to achieve broad exposure, inform the wider public who are seeking greener ways of living and reach new investor clients.
Alongside this, we created all website content, PR materials, an authoritative, radical tone of voice plus key green and finance messaging.
What was achieved?
Due to High-Rise shaping all of the company’s materials, everything aligned with the company’s core values perfectly, helping to drive the campaign as we identified relevant, trend-setting news hooks that linked The Path’s activities to current issues.
This led to immediate results for the business in all aspects of media relations and PR, securing coverage in comment pieces, news, features, profiles, interviews and podcasts.
Within a matter of months the profile of the business has been successfully raised, helping to establish The Path as a national brand – and a leading disruptor voice of sustainability.
More importantly, it has helped to drive a wealth of enquires and leads from both investors and consumers demonstrating how PR, when done the right way, can lead to much more than your business being mentioned in the local newspaper.
The campaign saw coverage in the following publications:
- FT Adviser
- The i
- The Guardian
- Change Incorporated
- City Wire
- Insider Media
- Money Marketing Magazine
- International Adviser
The piece in The Guardian itself led to 62 new consultation requests and 100 newsletter sign-ups within a day.
As you can see, when it comes to PR, it can bring real weight and value to your business, not only helping to get your name known but securing valuable coverage and an increase in business – and who doesn’t want that?
Helping to support business objectives and grabbing your audience is key, and if you’d like to find out how PR and communications can do that for you, please get in touch. With strong relationships with local and national media outlets and publications that can get your story heard, we’re still operating during the current COVID-19 situation and will be more than happy to discuss PR support and communications for your business at a time that suits you.