CASE STUDY 6: THE MUIR GROUP

Typical Muir Homes interior

Brief: Having already covered PR for Muir Homes, part of Fife based Muir Group, for the past six years, the challenge was to grow the business to cover other areas of the organisation which could benefit from Public Relations. The Muir Group has several other arms to the business including Muir Leisure which owns Deer Park Golf and Country Club in Livingston; Muir Construction and several property development companies. Advantage PR has also worked with Muir Construction during the launch of Maritime Bond in Edinbugh.

Deer Park Golf and Country Club, Livingston, part of Muir Lesiure

Target publications: Advantage PR felt that the business press would be very interested in a profile piece on John Muir, Chairman of the Muir Group and how he came to establish and grow the business to incorporate its many aspects.

Having already been appointed to promote Deer Park Golf & Country Club which celebrates its 21st Birthday in 2010, Advantage PR also saw this as a way of raising the profile of Deer Park. The initial target publication was Business 7 magazine, a business publication which is distributed to the business community in Edinburgh and Glasgow. A profile piece in The Scotsman is also planned.

Muir Homes are known for a luxury spec with natural wood finishesI

Coming at a time of economic downturn many companies in construction have been reluctant to put their heads above the parapet so the speak and talk to the media about market conditions etc and their hopes for the future.

Typical Muir Homes street scene

With 35 years of unbroken profit and a great story to tell in how his firm was established and has developed to be the company it is today, I felt that John Muir, Chairman of the Muir Group should share his views on recovery and what needs to be done in the industry to survive the downturn to a wider business audience.

Targeting just one publication initially made for an in depth piece with great photography included and a chance for him to discuss all the major parts of the company. The article was overwhelmingly positive and was very well received by Mr Muir's fellow industry professionals.