The revival of Battersea with the help of positive PR
When Battersea Power Station was built in the thirties, supporting London power, what could you have imagined it would be like nearly 90 years on?
Well, it is here - Battersea Power Station has put the power and innovation back into this area of London.
I originally took notice of the development in 2012, with the chimneys starting to be restored in 2014, which made the media sit up. And, for the last 18 months, I have been receiving regular updates about every move of the development, putting the right pieces together, like the jigsaw of the development, it has been a PR strategy and approach that has been both exciting and eye catching.
The PR has reached not only London residents but also the international market, from comprehensive on-line campaigns to TV and radio. They have also attracted leading global brands and new retailers, by combining a mixture of new uses for the site with more still to come, including the blades of ice skates arriving shortly.
There is the first of over 100 shops for you to enjoy a new retail experience, with some of the world's leading brands, and many new restaurants appearing to entice your taste buds. The new Northern Line extension from Kennington to Battersea Power Station in Zone 1 has connected this area of London with the West End, and the station is a masterpiece and temple of engineering.
If you would love to live the life in the Battersea Power Station development there is a housing programme of over 4000 homes, including 254 properties in the Power Station itself, and you can wake-up to a view of the Thames.
Overall, the PR strategy has highlighted the area as a retail, leisure and tourist destination with open spaces for the environmental needs of the community and the Thames on your doorstep.
I love Turbine Hall A, it has a wonderful artistic Art Deco feel, and this has had well deserved PR coverage for visitors. The redevelopment has really looked after the Grade II listed building, whilst giving the building a modern outlook. When I go back, I plan to journey to the top of the North East chimney and enjoy the splendid view of London from Lift109. Tickets are due to go on sale soon.
Battersea Power Station also works with their retailers, who also present their own PR campaigns, to dove tail with the full PR campaign of the development. Great team work to give you Battersea memories of your visit.
From both a visitors’ viewpoint, and from a PR point of view, this is a remarkable building development bringing an icon back to life.
Professor James Knight is an international businessman, public relations practitioner and academic. He was Fellow of Bournemouth University Public Relations School, guest speaker at Judge Cambridge, Surrey, Bath and Reading, International Mentor for Oxford Brookes on Hospitality. He is a Fellow of CIPR and the Society of Public Relations of America, as well as a fellow of the Institute of Directors.
Image by AmArtPhotography on iStock