We have worked alongside Allegion, a leading manufacturer of architectural hardware, for a number of years. Working with the brand across creative design and social media, our PR team have also established the brand as a regular editorial contributor to both industry and national press.
Looking to drive brand awareness by establishing a UK media presence, we were set the challenge of refining their PR process, improving media relationships and ensuring that the coverage we achieve for them is in line with their brand messaging and positioning as a business.
To raise Allegion’s profile in the relevant media space, we needed to build relationships with suitable contacts. To create a detailed media contact list, we invested time in identifying target publications, establishing strong contacts, and ensuring that relevant media knew of the availability of the Allegion brand for opinion, or for relevant editorial content.
Following this, we conducted in-depth research into topical stories that would resonate with Allegion’s target audience. To ensure all steps of our PR strategy delivered maximum results, we created a comprehensive content calendar that would be used to refine our planned topics, release dates and media targets for each month.
Although planning is an ongoing process, once topics were shared with and approved by Allegion, our team could begin writing. From traditional press releases with a focus on product launches and charity work, to the more extensive thought leadership pieces, every step of content production was designed to highlight Allegion as industry leaders.
When articles were published and distributed, it was important to highlight the progress Allegion were making with the coverage we had achieved. Using each month as a milestone, detailed PR reports were created, showing key metrics including circulation and AVE figures – helping Allegion to clearly see their ROI for this activity.
After establishing an effective PR and media contact process, today, on-going media relations and carefully crafted content has helped Allegion move away from the days of little media coverage.
Allegion now continue to see a consistent mixture of print and digital coverage in local and trade titles, with publications recognising Allegion as experts in the field, approaching the brand for news. Furthermore, we have gained national coverage from Allegion’s hugely successful ITrust campaign, which is a campaign that we suggested, created and then fully rolled out for the brand.