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.