Good media coverage is more than just getting your name in the paper. It ‘s about telling your story, expressing your point of view and reinforcing the key messages you want your customers to know about your company. Media relations is vital for protecting your company’s reputation and position in the market place.
Whether the media is knocking on your door when the news is bad or you want to proclaim from the roof tops that the news is good, an effective media relations strategy is crucial.
With extensive experience of working with the media Julie Edgar Communications can help. Julie has co-ordinated and hosted many press trips for print and online casino broadcast journalists to highlight and promote businesses, managed companies’ appearances on programmes such as BBC “News at Ten”, BBC “Newsnight”, BBC “Watchdog” and ITV ”Tonight” with positive results and run the press office of companies under siege from UK and international media.
The PR project aimed to raise the profile of Dunfermline Delivers Ltd with levy paying businesses; new businesses; the media in Fife and Scotland and, as a secondary aim to reach consumers living in, or visiting, Fife and Scotland. The strategy was to position Dunfermline as a vibrant, dynamic destination to visit or trade in, blending a fascinating history with a contemporary buzz. Key messages focused on how Dunfermline Delivers activity (events, new initiatives etc) led to benefits for businesses. Creative themes and tactical approaches, such as the special events, seasonal campaigns, vox pops, and case studies formed regular media briefings with special emphasis on the Bruce Festival, Easter Weekend and Operation Safe Night.
During the year, the PR activity achieved 176 pieces of media coverage, negotiated a free media partnership with The Courier for the Bruce Festival, viagracouponcard arranged profile interviews with key people in Dunfermline Delivers, facilitated Parliamentary support through two motions in Holyrood highlighting Operation Safe Night and the Bruce Festival and hosted MSPs, Councillors and overseas visitors to see how the initiatives worked.
Creative Fife needed PR support to attract new businesses to sign up to the networking group, participate in the online forum and business directory as well as promoting the significant creative resource that exists in Fife to generate business opportunities. To accommodate the “corporate” objectives of Creative Fife and to highlight the diversity of businesses under the “creative” banner the PR campaign was split between organisational messages and events and case study/business led media stories.
Using Awards ceremonies and annual networking events, media briefings announced the progress of the group in membership numbers, business development, star stories and the overall value of the sector to the Fife economy. Online surveys kept the announcements fresh adding new dimensions to the regular coverage. PR facilitated Ministerial or MSP interest with visits at each event and a reception in Holyrood. Briefings and media relations surrounding these events were handled as part of the PR programme.
Individual companies also provided media friendly case studies, achieving local and national coverage. Whilst the emphasis in each story was the achievement of the company, it was a pre-requisite of the PR support that messages about Creative Fife were included in the package.
The two year campaign achieved 91 pieces of media coverage in local and national media.