Ever ponder why certain designers and businesses consistently land features in blogs, magazines, and social media more easily than others? To get his opinion on the matter, I contacted Hans Hjelmqvist, the CEO and Senior PR Advisor of the Grand Relations PR agency in Sweden.
These venues may be essential to an initiative’s success. Many people are unaware, though, that professionals are deliberately working behind this achievement to develop the best strategy for getting published and acknowledged for their work.
Hans Hjelmqvist discusses the subtleties of managing a PR firm with a design focus in this setting.
Could you elaborate on Grand Relations’ areas of expertise and main offerings? How do you establish and maintain relationships?
Grand Relations is a PR and communications powerhouse that is known for breaking new ground and specializing in luxury companies in architecture, interior design, and the art of living. We plan the rise of luxury brands in Scandinavia and other regions.
We carefully select collaborations with forward-thinking companies that represent the pinnacle of modern design and craftsmanship, telling their stories with the best materials and environmental pledges. Providing strategic advise is a core component of our work because our selective clientele needs not only PR expertise but also a deep understanding of the fundamentals of design.
Beyond the norm, our Design Management knowledge arranges mutually beneficial partnerships between cutting-edge designers and progressive businesses to produce works of art that define a movement.
Our clientele isn’t just a choose; it’s a creative amalgamation, a portfolio that goes beyond the typical.
They have to make sense in the portfolio. They are often the ones who ask for our PR assistance. Because we are a premium agency, our slightly higher fees are justified by our deep experience in the PR sector. With more than ten years of combined industry experience, our seasoned senior consultants are able to influence people not just in Scandinavia but also all around the world. We mold legacies rather than merely serving them.
Could you describe your normal weekday to me or the specific duties that constitute your position at Grand Relations?
“A day is never the same twice. Developing custom PR strategies that balance the demands of the now with the goals of the future is our everyday mission.
So, a symphony of study and analysis opens our voyage. We first assess the benefits and difficulties faced by our clients, then we put together imaginative teams to come up with novel communication ideas that take use of their advantages and overcome any challenges.
These ideas then take on diverse forms, such as press conferences, tours, and travels, as well as launch parties, trade shows, creative events, content production, and the exciting realm of influencer partnerships.
We participate in a variety of activities every day. In order to be able to pair the right designers with the proper design firms, this entails speaking with journalists, planning strategies with clients, and investigating and visiting up-and-coming designers and architects. In addition, we plan press conferences, festivities, fairs, press excursions, and photo shoots for content creation.
A crucial aspect of our activity also involves our participation in major international PR events relating to design. We take great care in carrying out in-depth follow-ups and evaluating PR results.
What techniques do you use to evaluate the caliber and significance of your work? What metrics do you use to evaluate your PR accomplishments, and how do you define success?
“We use a wide range of criteria and KPIs, such as PR value and target reach, as well as metrics for evaluating the caliber of articles, introductions, social media interaction, and recently formed relationships with journalists and architects.
Our focus is on specific insights and metrics that our clients want, and it includes brand recognition, brand equity, brand imagery, brand positioning, and more.
What sets apart your work with companies from that of independent designers, if you collaborate with them as well?
“We’ve worked closely with different designers over the years. The Swedish design team Bernadotte & Kylberg is a prime example. The level of involvement in planning and consulting services, as well as the closer collaboration, distinguish this partnership from working with larger design companies.
Working with bigger design teams, like Iittala, a division of the Fiskars Group, results in a slightly lengthier and more complex approval process at the end. But the basic method of communication is still very much the same. However, as previously said, no two assignments are same.
Could you provide some recommended guidelines or a detailed procedure for designers looking to collaborate successfully with a premier PR agency?
“I want to underline how crucial it is to have top-notch content, including pictures, contact information, and product descriptions. This makes it much easier for us to write press releases that are accurate, engrossing, and educational in addition to being promotional.
First and foremost, create eye-catching graphic content for media usage on a regular basis. Facilitating loans for necessary products and making sure your key spokespersons are available and ready for interviews are equally vital.
It’s also critical to work with the agency to provide media training and to take their advise. For decades, we have been fully engaged in this job every day.
Even if they are experts in their fields, designers and architects frequently need assistance with communication in order to advance.
Naturally, the agency’s network is extremely significant as well. We consistently collaborate with the top foreign writers covering architecture and design. Additionally, we serve as the worldwide PR firm 14 Septembre’s (based in Paris) Scandinavian PR partner.
Thus, the items in my checklist would be as follows:
- Keep an easily available library of eye-catching resources, such as excellent photos, films, case studies, and press releases, and update them regularly.
- Remain accessible!
- Create eye-catching messaging that highlight your inventiveness, design skills, and distinctive brand attributes.
- Make sure to use predetermined KPIs to assess the PR campaign’s success.
- It can be advantageous to establish a fruitful, long-term partnership with the appropriate PR agency, so pick wisely and, once selected, have faith in them!
Finally, find out more on ArchUp:
Frank Gehry: architecture-informed handbags for Louis Vuitton
Zaha Hadid Architects: migratory birds for Zhuhai art centre
Proctor & Shaw: London home extension with serrated zinc roof
