"Partners' extensive knowledge of the relevant trade press sector has helped us establish a media presence and ensure our customers have the opportunity to read about the work of our scientists.”

Head of PR, FERA

 
 
 
 

The brief

A division of UK government department Defra, The Food & Environment Research Agency (Fera), appointed us to help strengthen its position as one of the leading scientific research organisations to the food and drink manufacturing and processing sector through a heightened trade media presence.

The aim of the six-month project was to re-introduce Fera to leading trade magazine editors and deliver high quality editorial coverage. 

We were appointed on the strength of our experience in the food processing sector, having worked for processors and equipment and ingredient suppliers for more than a decade.
FERA
 

The campaign

We started with a thorough orientation exercise to get under the skin of the organisation.  This involved interviewing senior scientists from all departments and establishing which aspects of their work would be of most interest and relevance to the media.

The subsequent media relations campaign combined news stories around newsworthy developments with more in-depth feature articles on topical issues.

The results

The six-month campaign delivered media coverage in all target titles.

Highlights included International Food Hygiene magazine coverage on the rise of new pathogen threats to the food processing sector; and editorial coverage in Food Manufacture, highlighting a little known area of Fera’s work regarding a scientific project commissioned by Northumbria University’s sport science department investigating whether certain compounds in cherry juice could be a factor in improving muscle recovery for athletes after vigorous exercise.

Overall, the campaign met its objective of helping Fera raise its profile by regaining a media presence and laying the foundations for further work with editors.

Services

PR consultancy

Your reputation is your most valuable asset, and it needs to be nurtured and ...