Public Relations & Press

A good story aligns media value with your brand strategy and objectives. Sounds simple? Think again. Too often, companies assume that what’s new to them is also news to the world.

Spoiler alert: if your neighbour wouldn’t flinch at hearing your story, it’s probably not news. Take our PR campaign for Finish, for example. Their dishwashing tablets work so well that pre-rinsing isn’t necessary. Is that news? Not really. But skipping the rinse saves save water and helps the environment. Now that is newsworthy.

The key? Finding an original and socially relevant hook for your story. New Belgian figures? A national first? A solution to a common problem? This unique angle makes your story irresistible — to the public and the media.

In our campaign for Euromelanoma, we especially wanted to reach young people. The message was simple: “Is the sun out? Apply sunscreen!” But this target audience doesn’t engage with press releases. We opted for a comic by Mario Boon and a series of videos featuring dermatologists and influencers on social media.

For your brand PR, we dive into what truly matters to your audience and how your brand can create real value. Our focus: experience. The media must be able to try, feel, and experience your product or service through events, creative activations, exclusive seeding, trials, or press trips.

Our campaign for Brabantia is a perfect example. We started from the insight that consumers are ironing less and steaming more. With the launch of the Refresh & Steam collection, Brabantia was first to offer convenient accessories to support this shift and the press experienced it firsthand during our editorial tour.