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Events
Media
PR
9 Sep 26
The value of experiential PR in construction and KBB
This blog post was written by Unhooked senior PR consultant Jo Hart, who specialises in construction PR and KBB PR
When you work in PR, it is very easy to fall into a familiar pattern when you think about press events.
There is a new product, showroom, site or a big announcement – something concrete to unveil, photograph or put into a press release. And these are often the foundation of what we do as they give journalists a clear reason to attend, give us something obvious to talk about and help us nurture those all-important media relations.
But a recent event with Häfele UK reminded me that sometimes the most effective press events start somewhere completely different. In fact, this particular one did not start as a press event at all.
Our client Häfele had planned an event, ‘Maximising the Value of Space Together: Through Design and Inclusivity’, in partnership with the Leicester Tigers Foundation. The event was going to bring together people from across the kitchen industry to hear directly from wheelchair users, discuss accessibility and inclusive design, and try wheelchair rugby for themselves.
The purpose of the day was to listen and learn by hearing lived experience first-hand, understanding some of the challenges people face, and encouraging people across the kitchen industry to think more carefully about inclusive design.
As we talked about the event with our client Häfele, it became clear that there was something valuable for the press too – an opportunity to hear directly from people with relevant experience, ask questions, and take part themselves.
On the day, we were joined by Philippa Turrell, editor of KBN Weekly, and George Dean, news and features writer at KBB Review. They attended alongside other guests, including representatives from several kitchen retailers and Häfele customers, including Howdens, Magnet, and Premiere Kitchens.
During the event, guests heard directly from the Leicester Tigers Wheelchair Rugby team about their everyday experiences and training regime, and took part in conversations around disability, accessibility and inclusive living. Attendees also had the opportunity to try wheelchair rugby themselves, giving them a first-hand understanding of the sport and the experiences of the team.
Both our media contacts came away talking about how memorable the event had been. Philippa described it as “insightful, inspiring and a whole heap of fun”, while George reflected on hearing directly about accessible design and some of the day-to-day challenges that thoughtful design can help overcome.
Our aching shoulders afterwards gave us a small appreciation of the strength and endurance required to use a wheelchair day-to-day, as well as the additional skill and physicality required in wheelchair rugby. It also reinforced how experiencing something first-hand can stay with you in a way that hearing about it often does not, and that’s something we can apply to many areas of our personal and professional lives.
And it’s a great reminder that the most memorable PR experiences are the ones that give people something to engage directly with, not just something to hear about.
Häfele UK’s inclusive kitchen design event with Leicester Tigers Foundation
