In a sector where innovation never stops, it can be hard to stand out. Specialist PR and marketing agency PRG Marketing Communications has been helping HVACR companies do just that for 45 years. We spoke to founder Ray Groves and MD Simon Groves about the company’s story, and the marketing strategies firms need to succeed in the digital age.
PRG is one of a small handful of PR and marketing agencies specialising in the HVACR sector, and arguably the UK’s longest established.
Its combination of deep sector expertise, strong media connections and full-service offering has kept it at the forefront of HVACR communications for nearly half a century.
Over the years, the agency has worked with some of the best-known names in the industry. Current clients include Carrier, Riello, BITZER and RLS Europe, while in the past it has worked with companies such as Daikin, Johnson Controls, Trend and Ideal Boilers, to name a few.
Early days
“When we began in the early Eighties, issuing a press release was fifty percent good copywriting and fifty percent manual labour”, recalls Ray Groves. “Just getting the paper and pictures in the envelopes, stamped and out the door, was a major undertaking. Today, of course, all it takes is a click, and editors can be posting clients’ stories literally minutes later.”
PRG’s founder began working life as an apprentice aeronautical engineer at Farnborough. “The industry had passed its heyday by the time I qualified,” Ray recalls, “and I was advised to look elsewhere for a career. A friend got a job on a trade magazine, and it opened up an interesting avenue for someone with a technical mindset and a love of writing.”
He joined Thomson, then-owner of The Times, and after qualifying as a journalist was appointed editor of its respected Gas in Industry magazine.
“It was an exciting time to be involved. There was a bonanza going on with the nationwide conversion to natural gas, and more than once we were helicoptered out into the North Sea for press events on the shiny new oil and gas rigs.”
The daily commute to London from home and family on the South Coast, however, soon began to pall. “As an editor, I was also aware that the general quality of PR in those days was, let’s say, not universally high.”
It occurred that there might be an opportunity for someone who understood the industry, wrote good copy and was at ease with the social side of the business. PRG was born, and quickly gained traction.
National presence
One of its first clients was British Gas’s industrial and commercial wing, giving the fledgling agency a national presence and credibility in a sector that was going gangbusters.
It helped attract other HVACR businesses onboard, including clients such as Glow-worm, the well-known domestic boiler manufacturer.
Ray’s son Simon joined the company for work experience after studying business and marketing at university. He never left, and took up the reins as MD in 2013.
“Simon saved the day for me after a bout of quite serious illness,” says Ray. “I had always wanted a number two, and Simon became this, then succeeded me. It was a huge relief to have someone I trusted take the helm.”
The family theme is still strong today. Simon’s wife Jo was appointed FD in 2019 and heads up the financial side.
Trusted connections
“Today, we work with a wide range of companies, Blue Chips and SMEs,” says Simon. “Whatever the scale, the heart of effective PR and marketing is relationships and trusted connections. It’s the foundation of the way we work as a team, supporting each other, and underpins our work with clients and colleagues in the press.”
The other key ingredient, of course, is people. “In all the disciplines we work in – PR, marketing, advertising, digital, design and web – we employ the best. I’m very proud of the PRG team, and it’s a joy to be part of such a creative and passionate bunch of people, who love what they do on behalf of our clients.”
The approach has proved highly successful. In what can sometimes be a fickle business, PRG’s longest client partnership goes back 35 years, and the collaboration is still going strong today.
Editorial excellence
Is there a difference today in the overall approach of agencies? “It was old-school PR in those days, what my dad calls the gin and tonic brigade,” says Simon. “The focus was very much on the social side, and less on content and editorial quality. He saw the opportunity then, and it’s still there today.”
He adds: “That’s not to say that we don’t celebrate and have fun. We know how to let our hair down! But the focus is solidly on delivering excellent work that makes a difference and helps clients succeed.”
Digital and social media
What is the biggest marketing challenge facing HVACR companies today?
“The explosion of digital and social media has multiplied the number of channels in which you need to be active. In the old days, it was mainly about magazines and exhibitions,” says Simon.
“Today, there’s websites, podcasts, social media, videos, awards and event sponsorship to think about. Keeping all the plates spinning can be a real challenge for companies. That’s where professional marketing support comes in.”
Importantly, PRG is an integrated, full-service marketing agency. This means it employs people with all the core PR and marketing disciplines in-house, in contrast to the majority of agencies that buy-in freelance services.
He adds: “Having everything in-house means we can operate seamlessly across all channels. For clients, this means consistent messaging and joined-up campaigns, which multiplies the impact of promotions.”
The other big change today is transparency of response. Simon explains: “In the days of print-only magazines, you really had no idea how many people read a particular story. Today, the data available on click rates and engagement is a marketeer’s dream.”
He adds: “The challenge is making sense of it all. Insightful number-crunching is an art in itself, and it’s an area where we help companies hone campaigns to maximise response and return on investment”
Thought leadership and awards
Are there any glaring opportunities companies miss to promote themselves? “Thought leadership editorials can be very powerful, as they position companies as innovators in their sector, whether the focus is technical advances or legislation and standards,” says Simon.
“There’s a ready market for informed, well written articles, and it’s a great way of targeting influential decision-makers. Our team is highly knowledgeable about the technology, and the drivers and trends in the HVACR industry, and we have had particular success in this area.”
Another area companies should think hard about, he says, is awards. “With several awards events each year, all free to enter, it’s a fantastic way of flying the flag for your company and gaining recognition on the national stage.
“It’s something we build into our campaigns, and have achieved major recognition for clients – winning literally dozens of awards for them over the past few years.”
AI and the future
A rapidly emerging issue is the need to optimise websites for AI affinity. With the rise in use of AI, conventional SEO alone was not now enough, and could result in a company’s site disappearing from search results. This was happening already, Simon said, and could be catastrophic for a company’s profile.
“The solution is to design and build websites from the ground up to be AI-friendly. This requires a new set of skills, particularly in structured data, and natural language copywriting. However, get this right, and it can be immensely powerful, and catapult a brand to the top overnight.”
Looking ahead, what does he see as the biggest opportunity facing the HVACR sector?
“Decarbonisation and net-zero are obviously top of the industry’s agenda, and everyone is chasing visibility. The level of competition among manufacturers and suppliers is fierce, and will only intensify. Gaining visibility and establishing brand dominance in this crowded market is more important than ever.”
Ironically, a company that first made its mark promoting the rise of natural gas in the UK is now helping to champion the transition to a low-carbon, electricity-based future.
