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CASE STUDY NICHOLSON'S TRANSPORT
Page 51
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Nicholson's Transport runs two depots one located in Billingham and one in Doncaster and employs 50 people. It keeps a PR agency, Publicty Seekers, on a monthly retainer. We do it to enhance our brand,' says managing director David Nicholson. Not necessarily to the rest of the transport industry, but to the wider business community within the North-East and South Yorkshire areas,'' He says he has seen a definite return on investment, "It works, The evidence is in the impression it gives existing customers and the attraction of new customers. It's inexpensive compared to advertising, and has much more impact because it is a story and not an advert."
Nicholson says the company has no problem generating a continual list of interesting story ideas. "There are always things happening within the business, particularly around training and staff development," he says. "We target industry-based magazines and the Chamber of Commerce publications because it has a wide mix of members" And it doesn't always have to be good news. "We run stories about what's happening in the business and what's happening in the marketplace, including what's been difficult. Telling it like it is has built trust with our customers" Nicholson isn't surprised that more transport companies do not spend on PR. "They think it's expensive, and it won't benefit them," he says. 'There is also our British reluctance to blow our own trumpets. Road transport companies don't even like telling good news andit's something we should do more,' Jonathan Ward, director of PR firm Publicity Seekers, says: Most clients use our services on a retained basis, which works out significantly more cost-effective than advertising. A well-targeted press release with an excellent story hook will generate editorial worth thousands in equivalent advertising spend and will reach a far wider audience, It also has far more credibility than advertising because It's seen as independent, third-party endorsement. It's up to the PR company to come up with the newsworthy stories, but if they get it right, the coverage will be worth its weight in gold.
He adds: "Using a PR company also helps build relationships with particular journalists and means they will use our clients when they need a comment or quote. It doesn't have to be about transport or haulage. Sustained quality media coverage means our clients and what they stand for are better known, which is invaluable when you are networking or sales teams are hunting for new business"