When it comes to the media landscape, home interest is undeniably a crowded space. Thousands of PRs vie for the attention of a select pool of journalists to secure media coverage for brands on a daily, weekly and monthly basis.
And the competition for that space is only increasing as the homeware market expands. Over the last decade alone, the sector has grown from £10.9 billion to £13.6 billion. While many industries were all but grounded by the Covid pandemic, the homeware sector, in comparison, proved pretty resilient. Indeed, Retail Gazette reports that 40 per cent of consumers decided to invest in their homes during lockdown – something that brands have been quick to recognise.
With so much noise being generated by home and lifestyle brands, the days of sending out a press release with some nicely styled photography and waiting for media coverage to appear are over. Now, press office is just one cog in the media engine room.
To be truly successful in creating standout, you need to look beyond media coverage. Instead, brands need to move towards a content-led, multi-channel approach that harnesses paid, earned, owned and shared media alongside a suite of beautifully designed digital assets.
But what does this look like?
Property, home and garden brands have been at the heart of our business since the day we began, so we know a thing or two about creating standout. To get a snapshot of how we’re leading the way in home interest PR, check out our video below:
If you’re a home interest brand looking to take your communication strategy to the next level, why not get in touch? We’d love to talk.
Claire Gething is a Director at Whistle PR which offers a range of integrated communications services including strategic consultancy, PR, social media and internal communications. For further information email firstname.lastname@example.org or contact us here.