Scottish Cyber Awards media campaign from Award-winning PR
Tuesday, January 31st, 2017
on behalf of Scottish Business Resilience Centre
Award-winning PR for award-winning businesses as media campaign lights up the papers
Is your business interested in getting at least three times more positive media coverage than a basic PR campaign would deliver? This case study is part of our ‘Multiple Bites Of the Cherry’ series, showing how businesses like yours can get more by working with our PR agency.
WHEN it comes to winning awards prestige is everything. You’re in for the kudos the nomination and (fingers crossed) winning will bring you. So when we were asked to promote the inaugural Scottish Cyber Awards we knew how important our PR activity would be.
Not only is the Scottish Business Resilience Centre (SBRC) an established client of ours, but reaching an audience for their latest endeavour was crucial for subsequent ceremonies – In the awards world, notoriety is everything.
We were delighted to pack some serious punch with our wide-ranging and industry appropriate coverage.
47 articles in our campaign hit the local media, national news titles, online news sites, and specialist tech and business media made sure there were:
i) A whole host of entries in every category
ii) Plenty of interest in the run up to the ceremony combined with a bumper crop of coverage for our winners announcements
This provided a cost-effective approach delivering outstanding results, incredible value for money and, most notably, the platform for a bigger and better awards next year. Here’s how we hacked the media:
1 – THE AWARDS
The resulting campaign would reach more than 937,000 people and, on a tight budget, deliver an Advertising Value Equivalent of more than £35,250.
These numbers were part of a carefully planned campaign with several key components. Operating with a ‘multiple bites of the cherry’ mindset we were able to build interest in the lead up to the event with mentions across the media before capitalising on the glitz and glamour of the event to follow up.
This is no easy trick as media fatigue has built up over the years with every industry hosting a number of events to celebrate their ingenuity a year.
With the Scottish Cyber Awards we had a real one-off and we made sure the press knew it.
2 – LOCAL AREA NETWORK
When generating generating business for any organisation it’s fantastic to scream and shout from the rooftops – after all the more people know about you the better, right?
Almost. National coverage can be hugely valuable but often a carefully crafted message in the papers of your heartland will produce more leads and, ultimately, business.
We never under estimate the power of positive PR on your doorstep. Find out exactly why it is so vital and so beneficial to get media coverage on your home turf, in our essential guide, Local & Loving It.
We never pass up the chance to make the most of locality and our press releases found homes in titles are far reaching as Stirling News, Perth Gazette, The Stirling Observer and The Perthshire Advertiser.
Add that to yet more pieces in the Ayrshire Post, The Courier, the Evening Telegraph and the Press & Journal and you have a recipe for reaching 187,547 people in trusted, local news sources.
2- THINKING BIG
A national awards needs national coverage and we were able to oblige with The National leading the charge. We had several stories in the campaign in print and online creating a fantastic 199,570 opportunities to read about the awards.
Backing this up with hits in the country’s most respected regional papers at either end of the M8 was key – the Edinburgh evening News and Glasgow Evening Times carrying four articles covering the lead-up and winners.
We also saw headlines in The Scotsman bringing up another 273,782 opportunities for businesses and customers to see the awards and entrants in one of the most recognisable publications on the planet.
3 – THE BUILD-UP
Drumming up interest prior to the event was integral. Not only does it help get the public more excited for winners ahead of time, but you’ll look a little silly if there’s only one entrant in every category.
We got the word out in national titles and regional press as well as industry publications – essential for generating submissions.
Top this off with even more national and regional coverage when finalists were announced and the awards had become a credible media force before any nominees had even donned a bow-tie.
We had 24 media mentions in the lead-up to the event – keeping anticipation building ahead of the night. These included The Courier, the Glasgow Evening Times and The National. This generated a whopping 355,526 readers reached prior to the awards
4 – DOWN TO BUSINESS
PR is a results focused industry. Every agency is committed to creating the best possible real-world outcomes for your business.
So while business press might not be the most obviously glamorous coverage for directors and managers, it does boost your B2B recognition and opportunities to see for business builders and contract makers – ideal for creating new business.
We saw articles hit BQ Live, FutureScot, ScotlandB2B and Scottish Business News Network.
This is a crucial part of what we do, and one often overlooked by clients and on-lookers alike. It’s great to appear in the biggest papers but often a carefully placed platform or a word from the right influencer can make a big difference.
5 – AND THE WINNER IS…
With the groundwork laid in pre-publicising the awards ceremony we extended media invites to reputable national journalists and scored print coverage in The National as a result.
The next step was to roll-out a regional story to the winners’ heartlands. This gave us an excellent base to grab headlines in regional and local titles once more.
We drafted the basis of our releases ahead of time and a busy morning post-awards saw us reap the benefits of local interest not only for the SBRC but also for the deserving innovators and hard-workers who took top-spot on the night.
Key regional coverage, with features in the Edinburgh Evening News, Glasgow Evening Times and Ayrshire Post meant we totalled another 23 articles post-event with 582,163 opportunities to see.
And what does this mean? Feel good attention for our client and all the businesses involved. Who doesn’t want the countries biggest papers praising your business?
6 – SPECIALIST TITLES
Our winners releases weren’t only successful in reaching their regions, we also targeted the varied industry press as we looked to consolidate our already excellent haul of press attention.
We saw victors in a number of sectors (beside purely cyber) and decided to aim at the broader business press with great success. Legal and academic titles seized on the opportunity of some cross-over news which saw the awards carried in specialist publications including Publicnow, Scottish Legal News, Journal of the Law Society of Scotland and ScotlandIS.
Find out how our award-winning PR agency can dig out great stories for your business
However whatever size of business you are in and whatever sector, our storytelling skills and creativity can help your business.
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