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PR, Public Relations, Media Relations
Seeing your company featured in a magazine or online is such an awesome feeling! Even after 20 years, I still get a huge rush when I see all my hard work pay off in securing editorial coverage. PR isn't a walk in the park – there are tons of hurdles, and sometimes, just one big news story can make your press release get tossed aside. However, with strong media relations and persistence, PR success can really pay off for small business owners. I've landed spots in the Daily Express, OK! magazine, Good Housekeeping, P&J, Evening Express, and The Courier, just to name a few.
PR is just one of the tools available within the marketing mix.
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Public Relations Success
Hutchesons of Portsoy
A great PR success by HoP! HoP donated over 5 full containers of boxed, new kitchen and bathroom ware to the local charity Stella's Voice. This initiative garnered impressive editorial coverage, with local news outlets engaging in effective media relations that resulted in newspapers and magazines publishing the story. Result!
CNG Design's Nominate your Local NHS Hero Campaign
Owner and Director, Chris Graham, aimed to 'give back' to the NHS after his family relied on its support during the summer of 2020 and again in January 2021 when we faced lockdown number two. This inspired us to launch a public relations campaign from Aberdeen to Dundee, which garnered significant editorial coverage. Chris received overwhelming support through his media relations efforts, backed by key suppliers, enabling CNG Design to offer one NHS worker the opportunity to win a free bathroom installation package worth up to £8,000, showcasing the PR success of our initiative.
Zippy D Dundee: Online Food Ordering App & Delivery
A notable PR success story highlights the collaboration between one of Dundee's oldest bakeries, Clark's Bakery, and Zippy D, the city's newest online food app and delivery service featuring a fleet of electric BMW i3 branded cars. This partnership garnered significant editorial coverage, showcasing the strength of media relations within the local community. Six months later, after my departure from the business, it was disheartening to witness the decline of the growth business I had helped launch and nurture through managed growth.
Michelin Star Chef, Graham Campbell
Graham tasked me with raising his profile as the youngest Scottish chef to have received a Michelin star. To achieve PR success, I created a public relations campaign focused on media relations, targeting top local media titles from Aberdeen to Dundee. We received impressive editorial coverage in the Press & Journal on Friday and secured a double page spread on Saturday.
Mandarina Shoes
The aim of this PR campaign was to secure editorial coverage in women's national glossy magazines. By ensuring that the magazines' readership aligned with Mandarina's target market, we successfully achieved editorial coverage that enhanced our media relations and resulted in increased online shoe sales, culminating in a complete sell-out of one of their shoe designs.
Taste Angus Food & Drink Festival
This was a great annual food and drink festival held at Glamis Castle. I was involved with the PR and Sponsorship side, which led to a PR success as I gradually became more engaged with the promotion of the event. I managed the publicity and media relations for Bake Off winner, Candice Brown, while also overseeing the activities of Taste Angus's official sponsors, including Seat, Skoda, Thorntons Law, and Mackays Jams.