This is a guest post from White Rose PR director Louise Pinchin.
I’ve always believed in the power of regional PR and marketing; it’s a vital element to being party of a community. In fact, being born and bred in Yorkshire, it’s one of the reasons I named my company White Rose PR. As a Yorkshire-based business we want to support other businesses local to us.
Over the past year, I’ve had the pleasure of working with several local businesses and in these challenging and unprecedented times it is always good to know that our work is keeping the wider business community thriving.
Why undertake local PR?
Local PR is a great way to build brand awareness in the community, to reach new and existing customers and build your brand reputation among an audience that is waiting to be reached.
By creating and maintaining a positive relationship with your local press, print and online, you are setting yourself up for ongoing coverage opportunities and positive press stories about you in the future. Regional PR has many advantages, one of which is that it is often less expensive than larger national campaigns. It’s also easier to see a direct impact on sales or business leads from a piece of regional PR, especially if it is done in isolation of other marketing activity. You are also targeting readily accessible customers through local PR, something that is entirely different with national activity.
Don’t think of regional PR as the poor relation to any other type of coverage your brand, company or service receives. It’s not a throwaway, easy-to-get activity and it shouldn’t be bottom of the priority list. Start thinking of it as a powerful tool in your marketing armoury when used in a timely and appropriate way.
As I always say to my clients, why wouldn’t you want the coverage? Why give your competitors column inches that you could be taking up?
Here’s a recent example from us…
Case study: Rubicon Technical
We work with Rubicon Technical, a technical services provider to the medicines, medical devices, food supplements and cosmetics industries. In late 2020, they opened their first European office in Amsterdam, just before Brexit. Why was this a good story? Because it was a positive story of a local entrepreneur who built up her business here in Yorkshire to a 15-strong team and expanded into Europe during one of the most challenging years this country has ever faced and at a pivotal time in our country’s political and economic history.
The result was extensive regional media coverage including the Yorkshire Post, Yorkshire Business Daily and Business Live as well as local coverage in Holland. The outcome was an increase in enquiries and business as well as increased social media engagement.
So, give it a try, because regional PR works.
You can follow White Rose PR on Instagram @whiterose_pr and the new company website will be launching soon.