Charity walks its way to regional coverage success thanks to Scottish PR experts

by Emma Lourie

Friday, January 15th, 2021

Walking campaign snowballs into a media storm with winter initiative

Scottish PR photography, Paths For All Winter Walking success graphic.

WALKING CHARITY Paths for All covered miles of media coverage for their ‘Walk Once A Day’ winter campaign thanks to Scottish PR experts at Holyrood PR.

The charity wanted to spread a message across the country about the physical, mental and social benefits that are associated with walking and the huge array of additional positives it brings – especially during the winter months.

Holyrood PR shared this message with the media and utilised newsjacking to tie in with the festive themes throughout December in a bid to yield more coverage, which completely paid off.


  • Over 71 items of coverage
  • 618,958 opportunities to see
  • National, regional and local coverage in print, online and social
  • Highlights include: Scotsman, The Highland Times, Linlithgow Gazette, Stirling Observer and Paisley Daily Express
  • Trade coverage including Third Force News and Intelligent Health

The story suggested families do something a little different for Christmas and New Years for a winter health boost, by taking up local festive walks with loved ones, while following all government guidelines (at the time it was allowed to meet with another household).

Our team of PR experts reached a wide variety of audiences by targeting a range of different media outlets. By securing coverage across Scotland, we were able to spread the important messages about keeping active to benefit your physical and mental wellbeing.

Regional and local coverage are a powerful and valuable way to get your message heard. For this story in particular, we conducted a regional roll out – this is where we target each release specifically to a certain council area.

This works particularly well as readers of local papers want to read about local news, stories and events. Newspapers are still well-read in local communities and because they are local, a significant proportion of that audience will be interested in you have to say about the area.

The range of coverage also targeted those who are already actively walking whilst tapping into a new audience of those possibility looking to make it a New Years resolution or to meet with loved ones in the safest way. The story resonated well with the media due to the similar position everyone in the country faced themselves in over the festive period.

Read the original story here.

Interested in hearing how you can reach your target audience with the help of our Scottish PR experts?

Getting in touch couldn’t be easier. Simply give us a call on 0131 561 2244 or take a few seconds to fill in the contact form below and one of the team will get straight back to you:

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    Emma Lourie is an Account Executive at Edinburgh Public Relations agency, Holyrood PR in Scotland

    Emma Lourie

    Account Executive, Emma Lourie, is a part of the award-winning PR agency, Holyrood PR - based in Edinburgh, Scotland.

    View Emma's Profile

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