What makes a great PR agency in the KBB sector?
As a trade and occasional consumer journalist in the kitchens, bathrooms, bedrooms and interiors sector for over a decade, I know a bit about PR that sticks. I also know which PR people journalists are most likely to respond to.
The KBB sector is specialist by nature. It is full of passionate retailers and interior designers who know their trade, and often know the products better than anyone.
Consumers are knowledgeable too, or at least keen to become better informed.
The trade press landscape is relatively small and plays an integral role in the industry. Titles such as kbbreview have covered the kitchen, bedroom and bathroom retail sector for decades. Many journalists working in this space know the industry inside out.
So, any PR agency working in KBB sector needs to know it inside out too.
Specialist knowledge matters
For any PR agency dealing with the trade press, specialist knowledge is essential.
Technical detail matters. A good PR agency should understand the latest design and technology trends and offer more than a list of new product features.
Industry events such as kbb Birmingham also give brands and communications teams a close look at the products, innovations and conversations shaping the sector. At LRR, we regularly track these developments too.
A good PR should also understand what matters to retailers. That might include short delivery lead times, ease of installation, plenty of options or strong display terms.
The more useful the information, the better.
Interesting statistics, facts and figures can strengthen a story too. The best PRs provide clear sources and make it easy for journalists to verify the information.
Above all, copy should be factual and never too fluffy.
Trade and consumer media need different approaches
Consumer media requires a different approach.
For the glossy magazines you might find on the shelves of Waitrose, strong PR takes design trends and turns them into compelling, aspirational stories.
A good agency can then adapt those ideas for different social platforms and extend the reach of the original coverage.
But knowing the audience remains crucial.
A story that works perfectly for a national newspaper may not suit a premium interiors magazine aimed at designers and architects. Good KBB PR understands that difference and adjusts the message accordingly.
Relationships still count
Strong relationships with the press can help brands stand out in a very competitive sector.
As the saying goes, people buy from people. The same principle applies to media relationships.
Events such as the client showcases hosted by Little Red Rooster give brands the chance to meet journalists from across the sector face to face.
Not every conversation will generate immediate coverage. That is not always the point.
A good event puts brands in front of the right people and gives journalists a reason to remember them when the right opportunity comes along.
Give journalists what they actually need
Then there is the practical side.
Whether you are pitching trade or consumer media, high-quality imagery is essential. Lifestyle photography works particularly well.
And, where possible, avoid CGI mock-ups.
If a journalist asks for high-resolution images, send them in the first instance. Do not make them come back and ask again.
The same applies to copy calls.
Read the request carefully and provide all the information the journalist has asked for. Missing a key detail can mean losing the opportunity altogether.
Know the product
It is difficult to overstate the importance of knowing your client’s products.
If a journalist comes back with a question, a strong PR team should already have the answer or know exactly where to find it.
Journalists work to tight deadlines. They need answers in hours, not days after a lengthy back-and-forth with head office.
That level of product knowledge makes a PR agency extremely useful rather than simply another layer between the journalist and the brand.
Great KBB PR goes beyond the press release
The value of PR in the KBB sector goes far beyond writing and distributing a press release about a new product, appointment or catalogue.
A great specialist agency brings industry knowledge, media relationships and an understanding of what journalists actually want.
Most importantly, it gives brands access to an industry that is already familiar with the agency and, in many cases, already warm to the conversation.
