Embrace your Tuesdays – how the least popular day of the week can deliver the best chance of PR and Public Affairs Success.
Friday, October 2nd, 2015
on behalf of Banks Group
An eventful 24 hours saw our client Banks Renewables smash its PR goals with help from our Edinburgh Agency
TUESDAY. It is perhaps no surprise that in an extensive Gallup poll looking at favourite days of the week, it came stone dead last.
Traditionally nine-to-fivers talk about Monday morning blues, as the weekend comes to a close and the working week starts all over again. But even Mondays proved more popular than tiresome Tuesday.
Yet what if your business could turn a Tuesday into the liveliest and most fulfilling day of the week – putting you positively in front of 100,000 television viewers AND having you lauded and applauded by the cream of Scottish business and politics?
That was the kind of turbocharged Tuesday enjoyed by our long-term client Banks Renewables, with our expert PR team
helping the respected developers to make early week blues a thing of the past.
How wind farm event blew away the Tuesday cobwebs
As onshore wind faces unprecedented UK Government cuts, Banks Renewables took up the challenge facing the industry by hosting a Tuesday evening Reception at the Scottish Parliament along with Christina McKelvie MSP.
We helped with research and planning for the reception at Holyrood, which was a chance for Banks to promote a powerful and convincing pro-wind narrative as part of the public debate on the issue.
It was also the perfect setting for Banks Renewables to outline its groundbreaking Connect2Renewables vision, a blueprint to deliver local communities with extensive and long-term social and economic benefits from hosting a wind farm.
How we delivered on the challenge to drum up TV coverage
As well as arranging for various media figures to attend the event the biggest objective set for our PR team was to secure TV coverage on the back of the event for Banks Renewables director, Colin Anderson.
To achieve that we framed the subject in an appealing way and pitched it to various media contacts with whom we have built a strong level of trust.
The results were outstanding, with Colin featured extensively in the lead seven minute slot on Scotland Tonight, STV’s flagship current affairs program, with an average audience in excess of 100,000.
On top of that success the entire whirlwind experience blew away any notions of tiresome Tuesday for our Account Executive Chris Fairbairn – who had one of his liveliest and busiest days since launching his PR career.
No more tiresome Tuesdays
The early part of his day involved organising a working lunch meeting with the Banks Renewables team, a crucial monthly fixture which drives the company’s entire Scottish PR activity.
A couple of hours later, he was straightening his tie and polishing his shoes for his first visit to the impressive Scottish Parliament for the two hour reception.
While others were enjoying the wine and canapes, Chris was carrying out interviews with a large number of politicians, planners, business leaders and other influencers who voiced their support for the Connect2Renewables concept. At the same time he was also coordinating the work of a photographer and videographer who were capturing the event.
As soon as the successful reception wound down at 8pm, Chris joined Colin Anderson and other members of the Banks team and headed for Glasgow, in time for Scotland Tonight at 10:30pm.
As well as getting an inside view of the STV Glasgow studio, Chris was also able to provide research and support to Colin Anderson as he prepared to debate the pros and cons of wind energy with Tory MSP, Alex Johnstone .
During the debate, Chris also monitored the Twitter Comments with the hashtag, #ScotNight which showed that the viewing public overwhelmingly felt the man from Banks Renewables carried the debate.
In the days that have followed we then issued a thorough press release, gaining coverage in key renewables, business and political outlets.
Because the hardworking team at Banks Renewables invested so much time and effort into the reception, the company had some very clear objectives for the day to lay out what would be considered a success.
That included very clear targets for the PR campaign – so we were delighted when Banks advised us we had exceeded all our targets.
Round the clock PR works seven days a week
Rome wasn’t built in a day and delivering PR success is very much the same.
The reality is that securing this prime time coverage for a client wasn’t a one-day wonder; it took real planning and intelligent application.
But when it came to the crunch we embraced that most unloved day of the week and now have a
Tuesday that will be fondly remembered for a long time by those involved – and we are proud to be able to share our client’s success.
If you would like to find out how we can help your business to achieve its goals – at any time of the week – please get in touch. You can phone us on 0131 561 2244 or fill out the simple form below and we’ll get straight back to you.
Chris Fairbairn is a PR account manager with award-winning public relations agency Holyrood Partnership. He is part of an expert PR team delivering PR services to a wide range of clients from headquarters in Edinburgh, Scotland.View Chris's Profile
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