Photograph of blurred lights display in pink and blue

Shining the spotlight on a multi-channel approach to PR

Mixing up PR tools really works. Find out how …
PR has never been just about media relations. Now more than ever, client campaigns need to encompass a wide variety of channels to communicate with target audiences, however and whenever they choose to consume the information. A prime example of this is our work for lighting control specialist Prolojik. Here our prime focus has been digital communications, not media relations – although we have achieved a number of news items and a recent bylined feature in the trade press.
Prolojik wanted a really smart digital strategy so we rolled up our sleeves and developed a design brief and website copy, and in partnership with a digital design agency, created With the new website completed within weeks of being commissioned, we then turned our attention to e-communications, developing the first of many new-look e-newsletters, in-keeping with the improved, contemporary look and feel of the website.
A couple of days after the first e-newsletter was issued we pulled together a shorter e-shot, this time to announce to their database that Prolojik had just won the Lux Award for Lighting Control Product of the Year. We were doubly pleased as we developed the copy for the entry but the groundbreaking product at the centre of the entry was all theirs and the award was fully deserved.
We guess you could call that a success in its own right but what this really demonstrates is how the timely use of different strands of PR and marketing communications can work together in time to form a comprehensive campaign, creating corridors of communication to suit a variety of audiences.
Prolojik targets busy engineers and contractors for high profile, high volume commercial, public and residential buildings. Amongst this audience group there will be people who read the trade press, look at industry websites, use Google to perform searches, read e-newsletters, attend networking events and visit trade shows. There are a number of touchpoints through which Prolojik can reach its audiences and the more we target each of them in a strategic, joined up way to raise awareness, the more high profile Prolojik, its products and its expertise become. If your business is in anything like theirs then this multi-layered approach could work well for you too. We’ve got lots more ideas in the bag but a new website and a major award within the first few months isn’t bad going for now. Onwards and upwards!
“Working with Absolute is a breath of fresh air! The team are able to take snippets of information, turn it in to something our clients understand and publish it quickly. They understand our deadlines and we never have to ask twice. The service we have received is as good as having our own in-house agency.”
Mark Vincent, Commercial Director, Prolojik