PR, creative and event management
Updates to building regulations meant that window systems manufacturer Reynaers needed to ensure its customers had clear advice on what the changes meant for them. The revised Building Regulations Part L – which governs the energy performance of new and existing buildings – are intended to help reduce the UK’s carbon emissions, and in doing so will place new requirements on those involved in construction projects. To communicate effectively on the topic, Reynaers needed to navigate a complex set of stakeholders including window fabricators, specifiers, contractors and building owners.
Clear, concise messaging would form a crucial party of our activity here – especially given the technical subject matter. So our first step was to establish Reynaers’ position on the topic. What were the key facts? What did people need to do? How was Reynaers helping them? This was laid out in a messaging document tied together with the line “Be reassured with Reynaers.”
This allowed us to then deliver a program of communication across a number of different channels. We wanted to make use of not only the digital channels we’ve become so reliant on in the last few years, but also explore how in-person events could offer a refreshing way to engage the audience.
With technical subject matter, making sure Reynaers’ messages could be seen multiple times across different communications channels would be important to achieving cut-through. We began by producing a video interview with the company’s Technical Director that was issued at the time of the initial announcement by the government.
This provided an overview of both what to expect in the new regulations and how working with Reynaers could help to navigate the changes smoothly. This was supported with a wider kit of content including an infographic and press statement for use across Reynaers channels and for staff to share on.
PR is an extremely effective tactic for brands looking to establish industry thought leadership – winning coverage across core third party media means that companies are playing a prominent part in industry discussions on the topic. This step was important to Reynaers in ensuring that campaign reach was not only across their owned media channels, but also across a greater earned media audience too.
We achieved this by developing press releases, comment, opinion and a lengthier editorial piece that was then promoted to their core media both in the glazing industry and the wider construction sector. This has won Reynaers prominent coverage in a range of key target media titles.
We recognised early in the campaign that getting Reynaers’ experts in front of their audience would be an important part of making the campaign a success. With pandemic restrictions having eased, we took the opportunity to make sure that the audience had the option to meet face to face with Reynaers to encourage more involvement with the topic. This took the form of a series of roadshows across the country, in key locations where our audience were based.
Senior Reynaers staff – led by Technical Director John McComb – presented to attendees and then opened the floor for a Q&A, allowing a strong level of discussion around a key topic.
Feedback from the roadshows was excellent – for many this was the first face-to-face event they had attended in several years and were highly engaged with then Reynaers technical and commercial teams. For those who couldn’t attend, these were followed up with a series of webinars to maximise participation.
A concerted campaign across press relations and social media led to excellent results.