The Importance of Local PR in the Retail Sector

- by Adam Vincenzini

When you think about sectors, not many brands loom larger than those in retail. They define ‘mass-ive’ - mass appeal, mass distribution, mass consumption.

So, how do the big retail brands stay relevant locally?

Well, it’s tough but one popular method involves making each individual store ‘famous’ through the activation of local PR.

Why invest locally?

Quite simple really. With competition so fierce on the high street there are only a few ways to encourage a ’second thought.’ Through PR the three P’s (People, Place and Product) can be brought to the attention of the target consumer via the media they trust the most: regional media.

Did you know that 80% of people read a regional paper compared to 61% who read a national in the UK? Did you know that 37m people a week access local news online?

Back to the three P’s.

People - the pillar by which PR is based. People make news. People remember people. A great people story, which is on brand, is the jewel in the local PR crown.

Place - not long ago, we helped open a retail outlet of a major comms brand in York.

It was ‘just’ a revamped store - where’s the story in that? Well, this is where ‘place’ came in. We looked into the history of the building which not only turned out to be heritage listed, but had a 150-yr connection with communications. Starting life as a Lithography business, before becoming a music store and several other guises, but all in that communications bubble.

So, the store celebrated the future by going back into its past on launch day showcasing comms tools over the years. Great photo, great PR.

Product - the one thing we so desperately want to feature. But how? What’s local about a product? The product may not be local but the ways in which the local consumer uses it is locally relevant. If you can tell a local news editor that people in his patch are the most avid travellers in the UK, you’d get his attention.

How about an example then?

Underpinning all this however is one simple rule: take it seriously. Local and regional PR should not be an afterthought. It really should be the foundation upon which all brand communications are built.

In order to do that, use true local experts. Consultants who know the media, know the people, and know how things work in their patch. For a relatively small investment, you can get a helluva lot back.

So what do you think? Do you agree that local and regional PR should be the foundation for all brand comms or do you have an alternative view? Post a comment below to let us know what you think.

Adam Vincenzini is a senior PR professional and Head of reMnet (the unique regional media relations network from Paratus Communications). He is also a social and digital media enthusiast.

E: reMnet@paratuscommunications.com W: www.remnet.co.uk
B: http://answers-and-questions.blogspot.com T: www.twitter.com/AdamVincenzini