What an exceptionally busy year it has been. As 2018 draws to a close, we reflect on some of some of the highlights for us here at Progeny:
Seeking a fresh, modern look, we decided to rebrand at the beginning of the year. By the end of May, Stefanius was no more. In its place came Progeny: same great people, totally new vibe. To check out the revamp, visit http://www.progenypr.co.uk/
This year’s conference in Paris was host to a wide variety of guest speakers and industry experts, including keynotes Bill Hobin, CEO of StorQuest and Lord Mark Price (former Minister of State for Trade and Investment and former Managing Director of Waitrose). We can’t wait to attend next year’s European self storage conference at the Queen Elizabeth II Centre in London.
During the year, we have achieved both national and regional success. Titles of particular note include the Financial Times, The Telegraph, The Times, The Guardian, BBC News, Property Week and Farmers Weekly.
2018 marked the centenary of the end of the First World War. To support The Royal British Legion’s ‘Thank You’ campaign, the Self Storage Association UK created the ‘Women We Thank’ initiative, celebrating the contribution women made throughout the Great War. This initiative gained widespread coverage throughout the UK.
Inspired by the ‘Women We Thank’ initiative, SureStore teamed up with Cannock Chase Council, Staffordshire County Council, the Armed Forces Covenant and Inspiring healthy lifestyles to host the thought-provoking Great War Art Exhibition. Until January 7th 2019, the exhibition will showcase original artworks influenced by everything from Trench Art to Women at War.
Realising the need for self storage during the big projects tackled on DIY SOS and wanting to help, we contacted the BBC to offer the SSA UK’s services. Safestore stepped forward to assist DIY SOS during their build in East Barnet, helping with the removal and storage of the family’s belongings as well as volunteering onsite.
WorldLabs, a revolutionary social platform intended to link investors, experts, academics, investors and entrepreneurs to give early stage projects a better chance of success launched earlier this year. To mark its launch, we secured an exclusive interview with The Times’ enterprise editor James Hurley and WorldLabs creators and founders Max Lehnus, Andreas Feller and Flavio Signorelli Mendes.
With journalists’ schedules becoming ever busier and newsrooms teeming with competing content, achieving media interest isn’t always a piece of cake. To help you improve your chances of obtaining media coverage in 2019, we’re going to share a couple of the biggest communication challenges we have faced over the past year.
Images to accompany a story are incredibly influential. Secure the right photograph and your story could sail straight into the newspaper. Sometimes, even if the release you’re trying to ‘sell in’ isn’t very strong, a journalist may consider running it as a picture story if the associated imagery is particularly striking.
Unfortunately, high-quality, non-salesy photography is hard to come by, and this has been a big bugbear for journalists over the course of the year. As much as you’d like to keep costs low and have your brand plastered prominently across every image, low-quality staged pictures with an obvious agenda are a big no no for journalists. Instead, consider investing in a professional photographer who is au fait with what journalists are looking for in a successful image, brief him/her well, but then let the photographer get on with it without interference. Remember, they know what they are doing.
If you choose to take photographs yourself, stick to these photography guidelines to promote your brand while keeping journalists onside.
Journalists work to incredibly tight deadlines. To prepare a story for publication while adhering to these deadlines is no easy feat. Before a story makes it to press, a journalist must first pitch it to the editor, conduct any investigative research and then write or amend copy. With so much to do in such a short timeframe, journalists do not have time to be messed around. If you have approached them with a story, you must see it through to the end. Back out of your commitment and the publication may think twice next time you’re looking to get featured.
At the same time, some things don’t happen overnight. If you don’t receive an enthusiastic response from a journalist within the same hour, day or even week, try not to feel despondent: great things take time!
While it’s unreasonable for you to clear your entire schedule to sit by the phone expectantly, if you’ve pitched a news story to a journalist and offered interviews, you should expect to have to make yourself free at short notice, especially if the story is time-sensitive.