How does public relations help market a label?

Approach: You focus on the bigger picture

‘In the heated housing market, homebuyers run the risk of making a hasty and emotional decision. So it is important that any defects in the home are uncovered before the purchase takes place. Building inspectors are the ones who can give consumers a realistic picture of short- and long-term maintenance costs. But then you have to be confident that a professional will carry out the inspection. This is sometimes a bit disappointing, because anyone who wants to can do an architectural inspection. There are many cowboys on the market with double hats or no expertise, with all the financial consequences for the consumer. The Quality Mark Vakkig gekeurd is a quality guarantee for architectural inspectors and may only be used by inspection companies that meet specific testing conditions.

We brought this story to the attention of both target groups from different perspectives with a PR program that was purely focused on the content. We developed several contact lists and press releases for professional and consumer media. We also drafted an agenda message to alert building inspectors to information meetings. We identified relevant media and – very importantly – approached them personally with a tailored approach, prior to sending out the press releases.