How PR can help build a global reputation

TRIMDavidSpiers

Even small companies can achieve significant benefits from the use of PR, as Phoenix Inspection Systems shows.

Phoenix equipment is used around the world to test safety-critical installations such as power stations, oil rigs, petrochemical plant and rail lines. Turquoise PR founder Pauline Rawsterne has been advising the company for over a decade, producing stories and feature material to ensure a steady flow of coverage in key trade press.

Managing director Karl Quirk says: “NDT is a truly international industry and our clients come from all over the world. Pauline has helped us to generate regular coverage in the UK trade press and overseas publications, including the US trade journal. For us, PR has proved a very cost-effective way of showcasing our expertise in front of an international audience.

“It succeeds in generating regular enquiries from companies which read about our projects and realise they have similar requirements. It has helped us to establish a worldwide reputation and to punch above our weight in the marketplace. People tend to assume we are bigger than we actually are, which helps us to hold our own against larger rivals.”

The website is also a key element in Phoenix’s marketing toolkit. Turquoise PR produces regular content for the site and monitors traffic regularly to see how effective PR is improving its visibility before the search engines.

Karl Quirk adds: “It was a leap of faith for a small company to invest in PR but that investment has been more than justified. Over the years we have also found ways of using PR in conjunction with other marketing methods to get the most out of our marketing budget.”