We created a PR strategy, identifying the key audiences the practice needed to reach, along with themes gpad’s experts could comment upon. While media relations was going to be important, winning awards would allow the practice to provide new clients with evidence of how good its work is. So, an awards strategy was also devised.
The Think Tank focused on driving visibility through high quality PR coverage; announcing regular gpad news including every planning ‘win’ and project completion; as well as leveraging ‘hero’ projects where we secured in-depth, large scale features in the national, consumer and architectural media. We also devised a thought leadership programme where gpad spokespeople focused on their key talking points around design, collaboration and the importance of cost effective architecture.
In the first year we secured 82 pieces of coverage, achieving an online reach of 182 million. Highlights included coverage in The Sunday Times, The Times, The Daily Telegraph, Metro, Grand Designs, Property Week, BBC news and numerous inclusions in the architectural press.
Charles Bettes, managing director gpad London, says: “Not only was the PR team at the Think Tank focused on driving our media visibility, they’ve been engaging to work with. From the early days, they’ve been exceptionally ambitious on our behalf going after prestigious media. It’s a big investment for us. They’ve been mindful of this and hungry to land coverage that matters.”
The awards strategy resulted in gpad winning the top prize at the Evening Standard New Homes Awards, which has directly led to new projects for the practice. Other key award coups include a BCO national win, FX shortlisting and the practice beating over 100 other top firms to be one of the winning designs for the Old Street Roundabout redesign.