www.terrysfabrics.co.uk is the country’s largest online retailer of fabrics, curtains and curtain poles.  The company also sells a huge range of home accessories from its website and in its stores in Stockport and Stoke.

Before bringing Primo PR on board to manage its media relations www.terrysfabrics.co.ukhad gone through a period of inactivity in terms of public relations. Its main focus had been on building up the business and especially its e-commerce site. Following the successful implementation of this strategy the company decided to bring a PR consultancy on board to raise awareness of its range nationally and regionally, and help it to differentiate itself from its competition.

Due to the size of its range and the way in which the home interest journalists work, Primo PR made it a priority to put in place a system for dealing with sample and photography requests and also for keeping a steady flow of proactive press releases being sold in. A new release is sold in to the key contacts every week, highlighting different aspects of the range and introducing new products. Media visits have been undertaken at regular intervals to launch new seasonal ranges and maintain personal relationships with the press. In addition Primo PR has implemented separate regional press campaigns to support both stores in their surrounding areas.

The campaign is still in year one but already coverage has been achieved in the company’s key titles, and the number of sample and photography requests has increased significantly due to the success of the campaign in keeping www.terrysfabrics.co.uk front of mind with journalists.