How More to Organising secured 38 media opportunities through expert PR
More to Organising
Professional organising and childcare expert
More to Organising worked with Fair Public Relations on a 12-month expert PR campaign focused on turning founder Kathryn Lord’s experience as an author, professional nanny and organising expert into useful commentary for journalists.
The campaign records show 38 media opportunities, with coverage and appearances across national, lifestyle, homes, parenting and consumer media including The Times, The Independent, The Sun, BBC Radio London, Homes & Gardens, Livingetc, Ideal Home, Woman & Home, The Mirror and SheerLuxe.
The client
More to Organising was founded by Kathryn Lord, an award-winning author, professional nanny and organising expert.
Her approach to professional organising is centred around making family life easier, particularly by organising homes, rooms and routines with children in mind.
Kathryn’s professional background extends well beyond decluttering. She has extensive experience working with children and families and has written books about learning, organising and family routines.
Today, More to Organising provides in-person and online organising support alongside workshops and speaking, while Kathryn continues to position her work around helping families organise their homes and routines with children in mind.
That combination of organising and childcare experience gave us a particularly broad base from which to build her media profile.
The opportunity
Professional organising is a popular consumer media subject.
Journalists regularly need practical advice around decluttering, storage, household routines and making better use of space.
But positioning Kathryn purely as a professional organiser would have overlooked a significant part of her expertise.
Her experience as a nanny meant she could also speak credibly about parenting, childcare, school routines, travelling with children, homework and everyday family life.
The opportunity was therefore to establish Kathryn as a useful expert source across several connected areas rather than restricting the campaign to stories directly about More to Organising.
The PR strategy
The campaign focused primarily on expert commentary and journalist opportunities.
Subjects appearing across the campaign included:
professional organising
decluttering
kitchen and pantry organisation
bathroom organisation
storage
small spaces
children's bedrooms and playrooms
toys
school routines
homework
parenting
childcare
family travel
professional nannying
This gave the campaign enough breadth to respond to a steady flow of media opportunities while maintaining a clear connection between Kathryn’s expertise and the More to Organising brand.
Turning organising expertise into practical media commentary
A major strength of the campaign was the practical nature of Kathryn’s expertise.
Organisation is something journalists can approach from dozens of different angles.
Rather than repeatedly talking about decluttering in general terms, we could draw on Kathryn’s knowledge to answer very specific questions readers were likely to have.
That resulted in coverage around organising a pantry, bathroom cabinets, countertops, chest freezers, bookshelves, kitchen sinks, toys, playrooms, small spaces and bedroom storage.
Kathryn also contributed to broader features about decluttering, decanting, drying clothes indoors and making better use of kitchen storage.
This allowed the campaign to generate repeated opportunities from one broad area of expertise without recycling the same story.
Building a strong relationship with homes and lifestyle media
Kathryn’s professional organising expertise proved particularly well suited to homes and interiors publications.
Homes & Gardens featured her expertise repeatedly throughout the campaign across subjects including decluttering, bathrooms, kitchen organisation, small spaces, bookshelves, toys and playrooms.
Further organising coverage appeared in publications including Livingetc, Ideal Home, Woman & Home and SheerLuxe.
Repeated appearances helped build a much broader media footprint than a single piece of coverage could achieve.
It also demonstrated Kathryn’s ability to provide useful commentary on different organisational challenges across the home.
Using Kathryn’s childcare experience to broaden the campaign
The second important part of Kathryn’s positioning came from her professional experience working with children.
This significantly expanded the range of journalist requests we could pursue.
Kathryn contributed to stories about talking to children about Santa, helping children with homework, school morning routines, getting children ready for school, travelling with children and how parents can find time to exercise.
Her professional nannying background also became a media angle in its own right.
That helped generate opportunities with OK!, as well as a later feature in The Times about life working as a nanny to wealthy families.
By treating Kathryn’s childcare experience as a genuine second area of media expertise, we were able to reach journalists and publications that would never ordinarily have been relevant to a professional organising business.
Reaching national media
The breadth of Kathryn’s expertise also helped the campaign move beyond specialist homes publications.
The Sun featured Kathryn on several occasions, covering subjects including talking to children about Santa, professional organising, homework and school morning routines.
Her parenting and childcare expertise led to opportunities with The Mirror, The Independent, Insider and Irish News.
Kathryn was also interviewed by BBC Radio London as part of a feature about Londoners with unusual jobs.
The resulting media mix ranged from specialist homes coverage to national newspapers, lifestyle publications and broadcast media.
Media coverage
The campaign records contain 38 media opportunities connected to More to Organising.
Selected publications included:
The Times
The Independent
The Sun
BBC Radio London
Homes & Gardens
Livingetc
Ideal Home
Woman & Home
The Mirror
Daily Express
SheerLuxe
OK!
Insider
Irish News
The coverage demonstrates the range that can be created around an expert whose professional experience crosses several related consumer subjects.
Selected campaign highlights
| The Sun | Talking to children about Santa |
| Livingetc | Organising a pantry |
| BBC Radio London | Londoners with unusual jobs |
| The Sun | Professional organising expertise |
| SheerLuxe | Decluttering |
| Homes & Gardens | Decluttering and home organisation |
| Homes & Gardens | Bathroom organisation |
| Homes & Gardens | Organising small spaces |
| Homes & Gardens | Organising toys |
| Homes & Gardens | Organising a playroom |
| Livingetc | CD storage ideas |
| OK! | Professional nanny expertise |
| Daily Express | Travel advice |
| Ideal Home | Bedroom storage |
| The Sun | School morning routines |
| The Mirror | Child-friendly airlines |
| Woman & Home | Drying clothes indoors |
| Woman & Home | Small kitchen storage |
| The Independent | How parents can find time to exercise |
| Insider | Getting children ready for school |
| Irish News | Children's birthdays around Christmas |
| The Times | Life as a nanny to wealthy families |
Building authority around genuine professional experience
Expert PR works best when the media positioning is rooted in genuine experience.
Kathryn was not simply being positioned as someone able to provide generic lifestyle tips.
Her commentary came from years spent organising homes and working directly with children and families.
That gave her credible perspectives on both the practical organisation of a family home and the realities of managing children's routines.
It meant that when a journalist needed advice about a cluttered kitchen, a chaotic school morning or travelling with children, there was a legitimate reason for Kathryn to contribute.
Creating multiple media angles from one expert
The More to Organising campaign also demonstrates why a small service business does not necessarily need a constant stream of company news to generate media coverage.
One person can potentially provide journalists with expertise across dozens of related editorial subjects.
For Kathryn, those opportunities ranged from pantry organisation and decluttering to children's homework, school routines, family travel and professional nannying.
Each story addressed a different problem while reinforcing the same broader positioning: Kathryn understood how to make homes and family routines work better.
This allowed us to generate a sustained stream of media opportunities without continually trying to promote More to Organising itself.
The outcome
Across the 12-month campaign, Fair PR helped position Kathryn Lord and More to Organising as credible sources for journalists covering home organisation, decluttering, parenting, childcare and family life.
The campaign records contain 38 media opportunities, spanning major national publications, broadcast media and some of the UK's best-known homes and lifestyle titles.
Coverage included The Times, The Independent, The Sun, BBC Radio London, Homes & Gardens, Livingetc, Ideal Home, Woman & Home and The Mirror.
The campaign shows the value of looking beyond the obvious description of a business when developing an expert PR strategy.
More to Organising may primarily be an organising business, but Kathryn’s wider experience as an author and professional nanny opened up an additional world of parenting, childcare, education, travel and family media opportunities.
That broader positioning helped turn one expert’s professional experience into a sustained programme of earned media coverage.
The results
Campaign
More to Organising
Campaign length
12 months
Objective
Build national and specialist media visibility while establishing Kathryn Lord as an expert in professional organising, parenting and childcare
Expertise
Professional organising, decluttering, storage, parenting, childcare, family routines and professional nannying
PR approach
Expert commentary, reactive journalist opportunities and media relations
Media opportunities
38
Selected publications
The Times, The Independent, The Sun, BBC Radio London, Homes & Gardens, Livingetc, Ideal Home, Woman & Home, The Mirror and SheerLuxe
Campaign focus
Expert visibility, professional organising authority, parenting and childcare expertise, and long-term media credibility
What Kathryn says about us
“Brilliant company with a wonderful team. Very attentive and make me feel heard. I have had lots of success with them already.”
- Kathryn Lord, More to Organising.
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