Budget PR pays dividend for country pub

One Morgan PR client whose business might suffer in the wake of the budget will certainly benefit from widespread publicity they achieved after following the advice given in the Budget PR blog entry early this week.

The Ibex in Chaddleworth fired off press releases within minutes of the Chancellor of the Exchequer announcing the inevitably inflation busting increases in duty on alcohol and virtually minutes later it was on the Newbury Today website and landlord Andy Jones was invited to comment on BBC Radio Berkshire's popular Drive Time programme yesterday evening.

In the press release Andy Jones made the point: “We try very hard to be all things within our community in Chaddleworth and many of the neighbouring villages; we are the Post Office, the village shop; their local newsagent and offer meeting rooms for businesses and much, much more, but we are foremost a pub and we are constantly being squeezed, these tax increases make that more of a challenge.

“The chancellor also announced inflation busting increases on alcohol for the coming years too. It might be fine for trying to keep drunken yobs off the streets, but it doesn’t help us tempt responsible drinkers into The Ibex either.

“We’re also experiencing additional price increases from the brewery too which has further squeezed our margin. Of course, the supermarkets will still sell cheap booze while we continue to suffer.

“It costs £2.90 a pint now compared with £2.20 when we first took over The Ibex four years ago and that makes a difference. If it were not for the other services we offer, like the food and events, we could not survive simply as a pub."

I am waiting to hear how many people who heard the radio broadcast or read the story online make the effort to visit the pub, but I'd wager a few pints that they'll be there - even with the price increase!

Budget PR

There are opportunities throughout the year to piggyback on national calendared events for which the local media will be keen to interpret for their readership and audiences.

Tomorrow's budget is an excellent example. How does it impact on your business or on your customers?

You need to have a legitimate line on something within the budget, preferably a measure already grabbing headlines. Once you identify the angle it is time to prepare a release. It need not be anything too elaborate because space will be tight and besides, if you capture the target media's attention, they will most likely be chasing you for more information or an interview.

And remember, altruism will win you coverage faster than selfish reasons, so even if it really does impact on your bottom line, talk about the threat to jobs, the pressure it puts on your customers' wallets and so forth.

The aim is to simply raise awareness for your business in the shadow cast by the Budget and enjoy the impression this gives readers about your awareness of the market and how national events impact at the local level.

It is also a neat foundation for 2009. Weeks ahead of next year's budget make the same assessments and then contact the media who reported on you this year and invite them to engage again. Particularly with broadcast this could allow you to react live to the announcements in the House of Commons.