Debenhams demonstrates the PR value in forks

Posted by Helen Shepherd at Wed, 22/07/2009 - 8:30am in Brand best practice

Visit the website of almost any public relations firm, and you'll find a commitment to market research. There's a reason: a timely and topical survey can generate news that drives media coverage, getting more visibility for the client's name, brand or issues.

Debenhams is testament to this with the launch of new research identifying profound and shocking change in Britain’s dining etiquette: how people aren't forking out for knives anymore. The best surveys of this kind are short, easy to understand and easy to explain. Debenhams followed this PR rule book to perfection revealing a new trend in dining etiquette (people are giving up the knife and fork at the table in favour of the fork on its own) and backed this up with store sales figures.

The result? Coverage in every national including a full page in the Daily Mail and a news clip on Radio 4. Hats off to them.

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