Catch of the day for media titles
A LOCAL community group in the Highlands went head-to-head with a multi-billion-pound international fish farming giant by successfully blocking the expansion of a salmon farm on Loch Hourn.
The Friends of Loch Hourn (FoLH) group saw victory in their bid to protect wild fish in the area by stopping an expansion to Mowi’s Loch Hourn salmon farm. The loch has seen a drastic decrease in salmon due to the impact of the farm.
The FoLH believed the dramatic planning committee victory was the first time in Scotland a project had been rejected because of the threat to wild salmon and sea trout – it truly was a ‘David v Goliath’ moment.
The FoLH and our team at Holyrood PR knew we had to act fast to reel in the story and get the best possible media coverage.
We worked closely with the FoLH, interviewing and featuring local fishermen and finding out all the important facts to make sure this story was accurate, hard-hitting and emotive for readers and publications.
The results were fintastic:
- 1,900,430 opportunities to see
- 30 items of coverage
- Featured in The National, STV News, Yahoo! UK and Ireland, Insider, Scottish Business News and The Herald
- Featuring in local, regional, national, business and trade press.
Next up, we needed a snapper – a photographer, not a fish – to take some high-quality images to complete the package and ensure we maximised media coverage for the story.
When it came to reeling in a wave of coverage, we carefully planned each step so we would ensure our story would take to media like a fish to water.
By telling the community story to the world, we ensured that the ‘David and Goliath’ story was shared across multiple news channels – spreading the feel-good fishing victory to small fishing groups across the country.
Read the original story:
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