How to enjoy instant PR success for business
Tuesday, March 3rd, 2015
on behalf of Surgeons' Hall
Speedy Operation as Surgeon’s Hall PR Campaign Delivers Instant PR Success
NO-ONE likes waiting around. Even the people behind a venerable and respected institution which is more than 500 years old.
When the Royal College of Surgeons of Edinburgh signed up our team of PR experts to help promote its new events venue, we didn’t hang about, delivering near instant PR results, including major coverage in local media, business press and vital trade titles.
Just how quick were we? Our first draft media release was with the College’s team almost as soon as the ink was dry on the contract – and the coverage started to roll in just hours after that media release was signed off.
How much coverage? A total of 35 articles across the campaign – delivering exposure worth a whopping £50,000 and reaching an audience of millions, delivering powerful messages about the venue to the right people.
This instant PR success was possible because here at Holyrood PR we believe in instant gratification. Whenever we start working with a new client we like to give them an immediate hit of media coverage – to convince them of the value of public relations; to let them know we are in their corner; and to set out a marker for the kind of long-term relationship we want to build.
Here’s how we delivered a blast of immediate public relations results for The Royal College of Surgeons of Edinbujrgh (RCSEd), one of the best known historic sites in Scotland:
1 – SETTING THE SCENE
The College was about to launch its fourth venue and was carrying out a £1.5million refurbishment of the former Edinburgh University language school building, which would be transformed into three floors of conference and events space.
The new venue was due to open in May 2015 and would bring a welcome economic boost to Edinburgh’s South Side, with hotels and local businesses likely to benefit
How did we deliver instant PR success? We started by listening to what our client wanted … from our first meetings with the College’s commercial team it was clear they wanted to create buzz ahead of the venue opening that would reach the ears of:
- Edinburgh people likely to throw parties to celebrate weddings, engagements, birthdays and other special occasions.
- Businesses in the city and beyond looking for the ideal space to hold conferences, exhibitions and business events
- Event bookers – particularly in London – who source and book venues across the UK for business events.
That meant we had to reach local media, business press and the key trade publications read by event bookers in the meeting, incentives, conferencing and events (MICE) sector.
Fortunately, here at our Edinburgh PR agency we are adept in working with all three of those target markets. With our unrivalled storytelling skills, we crafted the ideal media release to earn attention.
2 – THE LOCAL MEDIA
By offering the news story and accompanying computer generated images exclusively to the Edinburgh Evening News who gave it generous, full page exposure – not too shabby since the paper reaches around 90,000 readers every day – and many more via its popular website.
If that wasn’t enough the story was also picked up by Scotland’s newest newspaper, The National, which delivered a brilliant article on the new venue both in print and online.
But it didn’t stop there, with vital coverage also being achieved in The Scotsman, The Herald, and Scottish news site, deadlinenews.co.uk.
In this social media age it’s all too easy to overlook the power and value of local media – but that’s not a mistake we ever make at our Scottish PR agency. We understand the reach and clout of local press and start virtually every PR campaign by working with local media.
3 – THE BUSINESS MEDIA
With Edinburgh being the powerhouse of Scotland’s economy, we knew that a story of a new venue opening up which is sure to bring a welcome economic boost to the local area was a winner.
But to add to the credibility we sourced an independent, third-party quote from the experts at Marketing Edinburgh, who invest major time and energy into promoting Edinburgh as the ideal venue for business events.
They confirmed the new Royal College of Surgeons venue would be a welcome boost to the city’s economy, adding a credible third-party voice to give the media release added weight and credibility.
By spelling out the likely business and economic benefits accompanying the venue launch, our media release was quickly snapped up of the business press.
That included both The Scotsman and The Herald – reaching the second important target market for our clients.
Our story made its way onto hottest new business site, Daily Business Group, which has an estimated 14,000 visitors a month. It also appeared across the Scottish Business News Network (SBNN) sites, meaning that those in Lothian, Strathclyde, Tayside, Aberdeen and the Highlands were clued up on the new venture.
4 – THE TRADE TITLES
The events and conferencing trade media is incredibly important to those venues which want to get in front of bookers from the UK’s central conference and events hub, London. So we worked hard to reach the influencers in that sector and interest them in the news of a brand new venue being opened by such an august body as the Royal College of Surgeons of Edinburgh
Travel and Tour World is an all-inclusive business to business travel magazine and website that not only reports on world travel but on the latest industry and trade news. The magazine alone has more than 2.5 million readers worldwide.
But there was more. Much more. Coverage also appeared in the influential Marketing Edinburgh Newsletter, Eventmagazine.co.uk, bestscottishweddings.com, weddingdaily.co.uk, venuefinder.com and hotelsportandleisure.co.uk.
But the coverage didn’t stop there as the story was also picked up by Urbanrealm.com, a site that looks to highlight the latest architectural marvels, meaning that our story on a new venue situated in the heart of Edinburgh’s old town was absolutely spot on.
So there we have it … clear proof that Holyrood PR can deliver the whole package in just one short release …
Could your business use an instant fix of instant PR results like this?
We’d love to help your business enjoy instant PR success – so why not get in touch to find out what is possible?
It couldn’t be easier to contact us – phone 0131 561 2244 or fill in the simple form, below, and we’ll get straight back to you:
Scott Douglas is the co-founder of the multi award-winning Holyrood Partnership, renowned public relations agency in Edinburgh, Scotland.
As well as providing expert PR services in Scotland and the UK, the former journalist heads a team which offers a host of other professional media services.
Those include crisis management PR, photography for business PR, affordable business video, social media campaigns and strategic content planning and delivery for businesses of all sizes.
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