This year iconic Kiwi retailer Briscoes celebrates its 150th birthday. To commemorate the milestone, a book was launched to document the company’s journey through New Zealand history.
Bullet PR’s job was to get mainstream media coverage and our first task was to identify which were the most mediable assets, and there were several options. Was it the launch of a new book? The colourful and often surprising history of one of our well-known retail brands? Or how a business remains on top of its game not withstanding the current, tough retail climate?
Our pitches and media releases were based around individual media releases centered around those key selling points, but what appealed most to news outlets and had the biggest cut-through was surprising.
News media were sold on the fickle retail environment and Managing Director Rod Duke’s strategy in saving the company from financial ruin, and turning the business around into a retail giant.
With the business angle the most appealing, I got in direct contact with TV3’s Business Correspondent. 3 News were given the television exclusive, a day ahead of the 150th birthday
Rod Duke also appeared on the morning business shows at TVNZ (Business Breakfast) and TV3 (Firstline) the following morning with both interviews focussed on staying on top of the game in a cut-throat retail environment.
Business publications also gave significant coverage, with articles in The National Business Review and NZ Business magazine.
This example highlights an important lesson in PR strategy, showing that business leaders who embrace communications and media opportunities can reap the benefits and gain a competitive advantage in business.
