The challenge
When Glenigan approached The Think Tank, they had already built themselves a reputation, over almost five decades, as one of the UK construction industry’s leading knowledge bases, but found owned and earned media mentions were sporadic.
Our task was to use our deep understanding of the sector to raise Glenigan’s brand awareness and make them the go-to resource on construction market analysis for trade journalists.
Our solution
If we could get Glenigan’s expert insight on to news desks, we knew it would prove too valuable for journalists to ignore when it came to writing up their pieces.
With that in mind we established a regular rhythm of media outreach focussed on Glenigan’s proprietary reports. The company’s regular forecasts, indexes and reviews are valuable frameworks for analysing the state of the construction market, so Glenigan’s authority on the subject was quickly established.
We also made an effort to build personal relationships with key trade journalists in national publications including the Financial Times, The Daily Telegraph, The Times and the Guardian. We piqued these targets’ interest with ‘teasers’ based on up-to-the-minute market updates, and introduced Allan Wilen, Glenigan’s Economics Director, as an authoritative source capable of providing succinct and enlightening quotes that made sense of the latest construction developments.
The results
Through our excellent understanding of the construction sector, not to mention some grade A press office work, we raised Glenigan’s profile significantly over the course of 12 months.
Owned and earned coverage-share increased significantly, and Allan became known as such a well of insight and analysis that it didn’t take long for journalists to start reaching out to him for quotes rather than vice versa. Glenigan, and Allan, became a regular feature in tier one media publications.
In short, Glenigan’s PR approach was made to match its standing as one of the industry’s leading knowledge bases. If you’d like to tap into The Think Tank’s own knowledge base on all things PR and B2B marketing, get in touch.
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