Your safety data is the story
Fire safety PR for suppliers and installers
Fire alarms are not news. Fire figures are. We put Freedom of Information requests to councils and fire services, turn the answers into public safety stories, and get your business named as the source that went and got them.
Why a Compliance Product Is a Hard Sell to a Newsdesk
The obstacle is not that your business is dull. It is that the thing you sell is bought to satisfy a regulation, and regulations do not make copy.
No journalist has ever wanted to write about a wireless alarm panel.
They very much do want to write about what happens when nobody fits one. That is the gap this sector sits in: the product is technical, the purchase is driven by compliance, and there is no consumer story anywhere in the catalogue. Meanwhile the risk your business exists to manage is in the news most weeks of the year.
So the story is never the product. It is the data behind the risk, with your name on it as the firm that went and got the numbers.
What We Turn Into a Story
Four sources, all of them used on the programme for The Fire Co, a nationwide supplier and installer of construction-site fire safety systems.
Freedom of Information Requests to Fire Services and Councils
Where the figures are not published, we ask for them under the Freedom of Information Act. The articles then credit the data as compiled by the client, which is a considerably stronger credit than any press release earns.
The Risks Already Worrying People
Lithium battery and vape fires at waste centres, electric blanket safety, fire data from construction sites. Each one is a live public concern that nobody had put numbers to.
A Named Person From Your Business
The spokesperson is yours, not ours. A quote from somebody who fits alarms for a living is what turns a table of figures into an article.
Themes Sequenced Across Months
Recurring subjects planned month by month, so coverage keeps arriving instead of spiking once and going quiet.
Where the Coverage Points
The question most PR reporting never answers.
Most reporting stops at the placement. For a business selling a specified, compliance-driven product, the more useful question is which page of your website the link landed on.
The Fire Co asked for qualified traffic to its product and service pages rather than the homepage, so every angle was steered toward construction and fire safety themes and the earned links reinforce the pages that convert. The coverage also travelled beyond the outreach list: several campaigns were syndicated by titles we never pitched, carrying the credit line with them.
What It Returned for The Fire Co
The Fire Co supplies and installs fire safety systems on construction sites across the UK: temporary and wireless alarms, manual call points, site compliance and on-site risk assessments from a NEBOSH-qualified engineer. Its buyers are project managers and health and safety managers. Between January and May 2026 the programme earned 27 pieces of coverage at an average Domain Authority of about 68, the strongest of them between 88 and 92.
Fire Safety Case Studies
The Fire Co
27 media placements in five months
Fire alarms for building sites are not inherently newsworthy. Freedom of Information data made them front-page relevant: 27 placements in five months…
Where Our Fire Safety Coverage Has Landed
Every title here has run fire safety research we produced. The regional network matters as much as the nationals in this sector, because a business working on sites all over the country needs to be visible in each of them.
How a Campaign Runs
Built around the one thing you cannot rush: waiting for a public body to answer.
Pick the Risk, Not the Product
We start from what your business genuinely knows about how fires start and who gets hurt, then look for where the public record is thin.
Put the Requests In
Freedom of Information requests to councils and fire and rescue services. Public bodies answer at their own pace, so several run at once and the calendar is planned around when they land.
Draft, Sign Off, Distribute
A deliberately short approval loop. The Fire Co’s director travels constantly and approved pieces in a line or two.
Point It at the Pages That Sell
Angles chosen so the earned links reinforce your product and service pages rather than landing on the homepage and stopping there.
Sequence the Next One
Themes planned across months so something is always in flight. That is how five months produced 27 placements rather than one busy fortnight.
The same people put in the information requests, write the story and pitch it. You approve, and that is the extent of it.
Meet the Team
We are a small in-house team in Birmingham. Whichever service brought you here, these are the people who do the work.
FAQ
Nobody wants to read about fire alarms. What would you even write?
Not the alarms. For The Fire Co we wrote about lithium battery and vape fires at waste centres, electric blanket safety and fire data from construction sites, all built from Freedom of Information requests. The product never has to be the story for the business to be the source.
Our buyers are health and safety managers, not the public. Does national coverage help?
In two ways. It makes you look established when a specifier checks you out, and the editorial links push your product pages up the search results those buyers use. The Fire Co’s brief was qualified traffic to product and service pages, and the angles were chosen to serve it.
How long do Freedom of Information requests take?
It depends entirely on the body you are asking, which is why we keep several running in parallel rather than waiting on any one of them. It did not slow the start here: the launch month still produced 12 placements.
Do we need a spokesperson?
Yes, and it should be somebody who does the work. Articles carry a named voice from the business, which is what turns a set of statistics into an article. It is a quote to approve, not an interview to prepare for.
What happens to a story after it publishes?
It keeps moving. Several Fire Co campaigns were picked up by titles we never pitched, because the research was syndicated onward, and the credit line travels with it.
How does the commercial side work?
A monthly retainer against an agreed programme, reported every month with each placement, its authority score and what the coverage was worth.
Ready When You Are.
One call. A person answers. The plan is yours either way.