B Corp case study #1
With more than 100 free PR consultations delivered for B Corp businesses and brands in just seven months, Clearly has created a series of case studies for other B Corps to learn from when it comes to stimulating new ideas to help build the media presence of their business.
Since September 2024, Clearly PR has been on a mission to support other B Corp businesses and brands with advice and ideas on how to get more media attention for their stories. At time of writing, we have engaged and supported over 100 B Corps and remain the only PR agency in the UK providing such a service.
Over the coming weeks and months, we will share some of the challenges that many of those we have spoken with are facing when it comes to getting their great environmental and social impact stories seen, read, heard, and understand by as wide an audience as possible.
So, let’s get started. The first example we want to share is that of an organic fruit juice company.
Location: UK
Year established: 2016
Audience being targeted: Conscious and ethical consumers
Challenge:
Increase in competition with several new players entering the market who are well-funded and have deeper pockets to elevate their brand. The business isn’t quite boostrapping its marketing, but it isn’t far off.
Budgets are tight and so the business was seeking fresh ideas on how to grab that all-important attention of the journalists who can help them tell their stories to the readers, viewers, and listeners of most importance to them – the sort of stuff the Clearly team helps clients with every day.
Opportunities that we identified:
This was a classic case of a business that is so close to its subject that they were missing some clear opportunities to generate media interest in them. For instance, the company prevents many thousands of tons of fruit from going to landfill each year yet has not capitalised on the ongoing media interest in the UK’s growing food waste mountain.
The business has also been successful in raising funding but had not shared this with their local or trade media. This is a missed opportunity given the lack of business growth stories in the media right now – any story focused on expansion into new ranges, territories, and customers is of huge interest to business journalists.
Then there was the fact that the business supplies local schools with its delicious and healthy drinks. Again, what a missed opportunity! Stories involving local businesses and children – especially those in deprived city areas – will always garner media attention.
This led to the final point we identified – the wider societal issue of obesity. The UK has one of the highest rates of obesity in Europe and this presents the business with a real opportunity to position itself at the forefront of the conversation around healthy eating, specifically among young people.
Key takeaways:
- Look at what is trending in the media right now and consider how your expertise and experience can influence the conversations taking place.
- Think about the consumers you are targeting – why do they or should they buy your products or services, what problems are they facing or desires to they have?
If you need advice on how to get more PR for your B Corp, sign up to our free “PR for B Corps Newsletter” – the only one of its kind in the UK, and now hitting its 50th edition. Click here to access the latest edition and the archives.
