Campaign and Results
I know that journalists are always on the lookout for the next ‘big thing’. So I produced a newsworthy press release about this power couple and their phenomenally successful business. And I targeted local and regional media, as well as TV and Radio, business magazines, trade journals, and national newspapers, both online and offline.
Other PR agencies told the Hothis that the best media coverage they could expect were industry trade journals. But the first piece of coverage I secured for the couple was an interview with The FT at its HQ near London Bridge with the paper’s enterprise correspondent Jonathan Moules. And so it continued, with large photo features in national newspapers like The Sunday Times and The Mail on Sunday, and even a full-page article in FT Weekend, plus top-selling business magazines including Management Today and the IoD’s Director, which produced a double-page spread. Aware that journalists are bored with featuring the archetypal businessman (white, fat, bald, middle-aged and middle class), I offered up Barinder for interviews: a young attractive woman of Indian heritage from the UK and from a working-class background.
It wasn’t long before BBC TV and Radio were also interested including Radio 4’s The Bottom Line, a business show hosted by Evan Davis, presenter of BBC2’s Newsnight.