The PR Snowball Effect
>> Tuesday, June 16, 2009
People often ask “Just how effective is PR”. Well there are no guarantees in this game, but just ask Gerald Ratner what happens when you get it wrong. Mr Ratner may lend support to the rumour that the press are only interested in bad news, but why do we have this fascination with negatives when we should be shouting about the positives, especially in an economic recession (there, even I’m doing it now!).
Well we’re going to buck the trend not only with a good news story, but a prime example of how PR really can work well, by getting the right story to the right people at the right time. If it’s done well, then the effects can be stupendous (and rewarding).
Ultimedia received a project a few weeks ago from a lady who grows chillies in a farm in Chawston, Bedfordshire called Edible Ornamentals, who had a grant and wanted to get some good publicity. The work was given to Colin (our chief copywriter) who set out to get her some press. The idea was simple; get lots of local press, an equal measure of regional coverage and maybe a couple of bits of national coverage, while seeing if a radio interview could be organised. So, like a good Chief Copywriter, he set about learning about the company and what it did, and drafted a good press release to go out to the local papers to start. The local paper gave it a small spot, which was slightly disheartening, but then the snowball formed!
Ultimedia received a project a few weeks ago from a lady who grows chillies in a farm in Chawston, Bedfordshire called Edible Ornamentals, who had a grant and wanted to get some good publicity. The work was given to Colin (our chief copywriter) who set out to get her some press. The idea was simple; get lots of local press, an equal measure of regional coverage and maybe a couple of bits of national coverage, while seeing if a radio interview could be organised. So, like a good Chief Copywriter, he set about learning about the company and what it did, and drafted a good press release to go out to the local papers to start. The local paper gave it a small spot, which was slightly disheartening, but then the snowball formed!
Very quickly, the regional publications got wind of this, and (for want of a more professional word) went bonkers. They loved it! Not only that, so did the national papers including the Daily Telegraph, the Mirror, the Daily Mail and the Daily Express. A freelance jounalist read it and an article in The Economist followed. We’re still not finished, as what followed was an interview on BBC 3 Counties Radio, BBC Radio Cambridge, BBC Radio Scotland and even Chris Evan's show on BBC Radio 2. The local TV picked it up, sent a film crew and Edible Ornamentals has a 3 minute slot on BBC Look East on the breakfast, lunchtime and evening News programmes.
Wow!
Joanna Plumb of Edible Ornamentals seemed happy with this, as did the public. Not only did the footfall at the nursery shoot up, but a major supplier for leading supermarkets contacted Joanna, and she now supplies them with fresh chillies. As a result Joann sold her entire stock of chillies for the season, and is looking to increase supply ready for a bonanza next year. All in all, a good project turning into a fantastic one. So, I would like to again take this opportunity to congratulate Colin on doing a fantastic job, and hope fully far more to come!
0 comments:
Post a Comment