PR strategy drives measurable impact for intelligent parking company

 The brief 

Metric Group, a leading UK-based provider of intelligent parking, payment and transport systems, approached The Tonic Communications to help elevate its profile, sharpen its messaging and build a clear, actionable PR strategy. 

While Metric is an industry innovator — offering solutions across EV charging, car parks, and community hubs — the brand’s visibility, voice, and messaging needed refining to match its ambition. 

The Tonic was invited to lead an in-depth strategy day, designed to bring clarity to the company’s story and give its comms a meaningful reset. 

The approach 

We embedded ourselves in the business for a full-day PR strategy workshop, bringing together senior stakeholders to define and sharpen core comms pillars. 

Key focus areas included: 

• Identifying and prioritising target audiences 

• Understanding why customers choose Metric – from product innovation to after-sales support 

• Clarifying company values and aligning messaging across departments 

• Mapping key competitors, market trends, and challenges within the parking and transport infrastructure sectors 

• Spotlighting products and services with strong comms potential 

This session laid the foundations for a sustained PR and content strategy — not a one-off, but an evolution of how the business should communicate internally and externally. 

Following the strategy session, The Tonic worked as an ongoing comms partner, rolling out a mix of activity that turned insight into action: 

LinkedIn content and asset creation 

• Developed an average 12 posts per month for Metric’s company page 

• Content mix included behind-the-scenes stories, industry insights, and news-led content 

• Engagement and click-through rates consistently exceeded industry benchmarks 

 Media relations and thought leadership 

• Proactive commentary and opinion pieces placed in trade titles on topics spanning electric vehicle charging infrastructure and innovations in car parks and community hubs 

• Resulting media coverage reached over 3 million across industry and regional press 

Communications collateral and brand consistency 

• Professionalised presentation materials and developed content such as: 

• Refreshed presentation templates for internal and external use 

• Webinar and sales decks 

• New branded Teams assets 

Case studies and CSR 

• Identification and development of compelling customer case studies, structured for mutual PR benefit, with private and public sector organisations 

• Case studies placed in regional business press and key parking trade media 

• Support with CSR communications and blog copywriting to showcase purpose-led initiatives 

The impact 

From internal clarity to external consistency, The Tonic helped Metric Group become more confident, consistent and visible in its communications. 

• The business had a clear, values-led narrative that informed all channels 

• Stakeholders were better aligned on audience priorities and messaging 

• Industry media saw Metric as a credible, expert-led voice 

• Social performance and media coverage improved dramatically — without gimmicks or overpromising 

In the client’s words 

“The Tonic team are everything you’d want in a comms partner – professional, easy to work with and focused on quality. The PR strategy session was a game-changer for our internal alignment, and their ongoing support brought real consistency and creativity to our content and media presence.” 
— Louise Fothergill, Bid and Marketing Manager, Metric Group