Public Relations

Why Building Product Manufacturers Should Consider Hiring a PR Agency

 April 10, 2024

By  Greenhouse Digital + PR


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Imagine the immense potential and countless growth opportunities that await building industry companies that effectively harness the power of public relations. With the right PR strategy and expertise, you can propel your brand visibility to new heights, attracting lucrative partnerships and establishing yourself as an industry leader.

Before we delve into the reasons why working with a PR agency can unlock these possibilities, let’s take a moment to explore the fundamental aspects of public relations and the indispensable role that PR agencies play in shaping a company’s image and fostering success.

What is Public Relations?

According to PRSA, public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their public. Public relations connects key individuals through various channels to influence how the public perceives a company.

PR encompasses various disciplines, including Corporate, Crisis, Executive, Internal, Marketing Communications, Media Relations, Content Creation, Events, Social Media, Multimedia, Reputation Management, Speechwriting, and Brand Journalism.

What Does a Public Relations Agency Do?

PR agency teams assist communications and marketing managers in building and maintaining their company’s reputation through various forms of communication.

PR agencies use various strategies to increase brand awareness, interest, preference, and sales. These strategies include sustained engagement, education, and a mix of earned and paid content.

By utilizing these tactics, PR agencies aim to enhance the visibility and reputation of a brand. Ultimately, the goal is to drive consumer interest and boost sales. We represent our clients in front of national and regional trade and consumer media in print and digital formats.

We implement many PR tactics on behalf of and in partnership with, our building industry clients. Participating in these activities can affect how people see your brand. It can also help build a strong bond with your customers.

PR tactics might include any combination of the following:

  • Targeted Media Relations: Target, pitch, and build relationships with relevant editors, writers, and influencers.
  • Proactive Media Pitching: Proactively pitch relevant, monthly editorial calendar opportunities with ongoing, substantive communications with editors.
  • Press Releases: Write and distribute press releases to targeted media outlets.
  • Content Marketing: Creating and sharing articles about products, trends, and industry insights. We share these articles with print and online media and influencers in trade and consumer markets. Other content tactics include Case Studies, Syndicated Feature Articles, Whitepapers, and Speech Writing.
  • Trade Show Media Relations: Arrange appointments for editors and influencers to tour your booth, see new products first-hand, and speak with your product experts. This tactic might also encompass a special media program during the show, such as a press conference, an off-site tour, or a hospitality event.
  • Virtual and In-person Product Launches/Events: From planning to event execution, a PR agency supports to ensure your media event runs successfully.
  • Reporting: Detailed reports on all print and online mentions of the brand, its people, or its products. Then, execute the most effective opportunities based on those results.

Now that you have a better understanding of what public relations is and what public relations agencies do, let’s look at the four reasons why you should work with a PR agency:

4 Reasons Why You Should Work with a

Public Relations Agency

1. Partner with a Team of Specialists for Successful PR Campaigns

Public Relations is an umbrella term and entails many functions that contribute to a successful outcome, i.e., creating awareness and visibility and driving customers to your door. To implement all the tactics involved in public relations, you need a team with a diverse skill set.

A successful PR team would include strategists, content writers, media relations specialists, data analysts, and more. The truth is many building industry companies struggle or don’t have the budget to attract and retain a complete team of specialists to execute all the tactics involved in a PR campaign.

If you have the resources and expertise to attract multiple specialists, you can do so in-house and supplement where needed. But if you are relying on one or two people to execute everything, you are setting up them and yourself to fail. If that is the case, consider working with a PR agency.

2. PR Agencies Have Extensive and Long-Standing Media Relationships

In  public relations, relationships with the media are of critical importance. PR agencies work diligently to build and maintain relationships with editors and writers in the industry, creating a network of people who trust and respect them.

At GreenHouse, we have established long-standing relationships with editors and writers in the design and construction industry. These relationships have been fostered over time through continuous communication, providing relevant and timely information to the media, and being a reliable partner in the industry.

Established relationships with the media allow our agency to pitch stories and secure media coverage for clients more efficiently. The editors and writers we work with know that we represent credible and reliable sources and find our pitches more likely to deliver valuable and interesting content for their readers.

As a result of these strong media relationships, we have secured thousands of placements in print and online publications for our clients over the years. These placements have led to increased visibility, credibility, and business growth for our clients.

3. PR Agencies are Attuned to Trends and the Evolving Media Landscape

When you partner with a PR agency, you’re tapping into a wealth of industry knowledge that can help you navigate the ever-evolving media landscape. These agencies have their fingers on the pulse of what’s trending. They can suggest the most effective brand awareness strategies, whether through earned media coverage or paid promotions, to spark interest and engagement. They know how to blend tried-and-true publicity tactics with compelling calls to action to get your message across.

The beauty of working with a PR agency is that they not only come up with fresh ideas but also know how to tailor your content for different platforms and publications. They understand that each audience has unique preferences, so they craft your message accordingly to resonate with them.

And here’s the icing on the cake – if you opt for a PR agency specializing in your industry, you’re in for a treat. These folks are already well-versed in the trends shaping your sector. They’ve probably written about it, too! They also know all about the top trade shows, events, and award ceremonies that matter in your industry. So, you can trust them to align their strategies with what’s hot and relevant in your field.

4. Tap into Expertise Beyond Your In-House Team

Sure, you may have some rockstar communication pros on your in-house team. But the key is this – a PR agency provides access to a diverse team of skilled individuals, particularly seasoned senior experts, who bring a wealth of experience and expertise to the table. These industry veterans have seen it all and know the ins and outs of the PR world like the back of their hand.

When you team up with a PR agency, you gain access to a treasure trove of experience, knowledge, and connections. These senior pros can bring your campaigns to life and make them stand out from the crowd. They know how to leverage relationships with key players in the media and get your brand in front of the right people at the right time.

An experienced PR agency will also ensure that every penny you invest in your PR efforts delivers a bang for your buck. They know how to maximize your return on investment and ensure your brand gets the recognition it deserves. With their expertise and a deep understanding of your industry, they’ll craft strategies that align perfectly with your goals.

If you are interested in partnering with a PR agency, we are here to offer you our award-winning public relations services explicitly tailored for B2B customers in the construction and building products industry. We invite you to contact us and schedule a discovery call to better understand how our expertise can help you achieve your objectives.

GreenHouse Team Photo


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