Giant, Powabyke, Weldtite and Raleigh outsource their PR. No other bike trade brands spring to mind. Indeed, the PR plans of the sexy bike brands seem to consist of waiting until lifestyle mags ask to feature their trick-looking bikes.
In the much smaller camping/outdoor trade even the diddiest of companies have PR consultancies generating positive coverage for them. And, in a mature marketplace where many similar looking brands survive by taking share off their competitors, ongoing media exposure can lead to an uplift in sales.
So, theres definitely a need for PR and looking to plug the gap is new start-up Pressure PR of Battersea.
Its very bike tradey because it was formed by Guy Andrews and Caroline Griffiths, formerly the editor and assistant editor of Cycling Today magazine which recently ceased publication.
It is evident that many distributors just dont have the time to carry out and implement a successful media plan, says Andrews.
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