You’ve launched a new initiative, have a news story to share or simply want to raise the profile of your business. Now what? You need to get the word out.
There are many marketing channels both online and offline. We always recommend a multi-channel approach with a timely targeted campaign.
One option is PR and when done well it can be much more effective and less costly than advertising. To succeed with PR, you need to prioritise what you want to achieve and build relationships with journalists and the media, rather than bombarding them with irrelevant pitches. We’ve heard this referred to as the ‘spray and prey’ or ‘broadcast’ approach and it really doesn’t result in PR success. Instead, you want to make it relevant and weave a story that the press contacts want to publish, because it’s so good. At the end of the day they’re delivering news and want to keep their audience engaged.
At Planit Scotland, we’re able to help. Whether it’s writing a press release, issuing a press invitation or managing press attendance at an event, we’ve got experience to cut through the noise by zooming in on the results you want to achieve and delivering for clients. Don’t hesitate to get in touch firstname.lastname@example.org and we can discuss.
Here are a couple of case studies that show press coverage achieved by Planit Scotland this month.
Loch Ness Exhibition Centre approached us as they wanted to promote all that they could offer to locals as well as tourists in the Highlands. After our initial discussion and objective planning, we pulled together a campaign involving local primary schools and Inverness Airport. As part of this we issued a press release, press invitation and scheduled reminder calls to ensure that we had guaranteed coverage on the day. The news was featured on STV, front page Inverness Courier and page 7 of the Press and Journal among others.
Macleod Roofing are forward thinking in their adoption of the latest technologies and have started using drones to survey projects. This is something they wanted to share with press but didn’t have the time of contacts to make it happen. The Planit Scotland team interviewed the senior team to get the key messages, drafted a press release and then issued it to relevant contacts. As seen below in the Inverness Courier and Northen Times.
Ardconnel Court have eight luxury apartments in the centre of Inverness overlooking the castle. The accommodation they have to offer is really unique, especially with the display of artwork from ‘Art 4 highlands’ that gives an essence of our incredibly scenic country! We wrote up an article, with comment from the artists and owner of the property which was issued is the Press and Journal and Executive Magazine.