Sexy PR – Dogged digging for stories delivered PR success for Eagle Couriers
Wednesday, August 13th, 2014
Special delivery in the form of major positive headlines for courier experts
This post is part of our guide on how any businesses can be sexy enough for PR success, even if their work is not very glamorous. This case study shows how dogged story digging turned a mundane business milestone into extensive media coverage.
WHEN was the last time you read an interesting story about ISO accreditation?
Thought not. With apologies to the purveyors of the very fine ISO business standards, while their work may be worthwhile, it’s a long way from sexy.
Yet when our client Eagle Couriers earned their ISO 14001 for environmental management it followed months of graft, sweat and effort from the entire team, so understandably they were keen to celebrate their hard-earned achievement.
But uuurghh. How do you tell an interesting story about something that is mired in “quality management systems”, “extensive evaluation” and “business certification”? Quite simply, environmental standards are not normally the stuff of memorable headlines.
However, our Scottish PR agency is different and we dug deep to find the story. The end result for Eagle Couriers was a highly successful PR campaign delivering plentiful, positive media coverage (for a full run down please follow this link) in some of Scotland’s most influential news titles including the Daily Record, The Scotsman, The Herald and the West Lothian Courier. Not to forget a mention on an influential Green MSPs blog. To find out exactly how we achieved that, read on:
Our mantra is to see beyond complex issues, dry subject matter, technical detail or industry jargon – and to find stories that real people can relate to. So we challenged Eagle Couriers to better explain what was involved and after trawling through their records some remarkable figures emerged.
The efforts to achieve ISO14001 saw Eagle Couriers reduce the distance travelled by their fleet of delivery vehicles by 250,000 miles a year. And they now recycle 650 used tyres, 1100 pallets and 1500 litres of oil annually, all waste that previously would have been sent to landfill sites.
Armed with that information we created a lively media release and arranged an unusual picture opportunity with Green MSP Alison Johnstone – but we didn’t want any ordinary photo call. Instead we sourced half a dozen worn tyres and used them to take lively, unusual and eye catching pictures outside the Scottish Parliament.
Along the way, we even had a bit of fun ourselves, telling the story of how we sourced the tyres and telling how our staff posed for a series of test photos that we posted on our own blog.
That means we created this gallery of eye-catching images that helped Eagle Couriers earn all that valuable media coverage and which the company can also draw on to use in their brochures, website, email newsletters and on social media.
We also produced a video about the whole successful PR campaign, including interviews with Alison Johnstone and with Jerry Stewart – another resource the company can draw on when contacting both existing and potential clients. You can watch the short video for yourself, below:
This post is Part 3 of our series to demonstrate how any business can be sexy enough for PR success – even when people inside that business don’t believe they have interesting stories to tell.
How can our award-winning PR services help your business?
All of this valuable public relations success – media releases, links to coverage, photos, videos and all of Eagle Couriers’ contact details can be found on the dedicated Eagle Couriers media hub. We maintain a hub like this for each of our clients. No extra charge – it’s all part of the superior service we deliver.
Even if you already have experience of working with a Scottish public relations agency, maybe you should be asking if it delivers this kind of passion, creativity and additional value. Still need convincing? Check our PR case studies, take a look at our many awards and view our range of effective PR services.If you believe your business deserve to have its stories better told then please get in touch with us.
we’re a chatty bunch and we’d love to hear from you and you’ll find all of the ways to connect with us on our contact page. Alternatively you can call us on 0131 561 2244 or fill out the 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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