Nursery Today magazine

PR Need to Know celebrates 10th anniversary

Nursery industry company hits milestone.

Nursery industry PR specialist Dani Knapp set up Need to Know PR in 2006 after two years running the in-house PR department at JoJo Maman Bebe, one of the UK’s leading baby and maternity retailers, and five years managing the PR for the launch and growth of one of the UK’s fastest-growing and best-loved children’s healthcare brands.

Having learnt her trade working both in-house and at a number of consumer agencies Dani decided that it was time to spread her wings and set up her own business. She wanted to set up a PR company specialising in the nursery trade, which could offer responsive, cost-effective first-person PR representation – delivered with skill, dedication, experience and enthusiasm.

Ten years on and Dani has been lucky enough to work with some amazing brands, from large well established names to small boutique and start-up companies. “I am extremely fortunate to be able to work with people and products that I really believe in. I have a close working relationship with each of my clients and I always aim to make sure that they receive the positive media attention that their products deserve. I believe my clients appreciate the energy and experience that I bring to promoting their brands, and the personal service I offer,” she explained.

“We have worked with Dani for a number of years now and she has consistently delivered excellent results,” said Helen Wooldridge of Cuddledry. “She is lovely to work with – a real can do person, who provides great ideas and clear, considered advice. She is efficient, fun and adds real value to our business.”

Need to Know PR offers all the significant benefits of employing your own in-house PR, taking on full responsibility for each client’s PR activity and day-to-day press and media relations. Dani is in daily contact with all the leading parenting publications as well as the national magazines and newspapers and a large network of bloggers, stylists and freelancers.

“I can’t quite believe it has been 10 years since I launched Need to Know PR, it has been such an incredible journey and I feel just as passionate today about helping brands achieve their PR goals as I did 10 years ago. I am looking forward to the next 10 years and continuing to help brands gain the press exposure they need to grow their business.”

Dani can be found at

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