The brief
OF&G (Organic Farmers & Growers) approached Pinstone in 2018 looking to build the reputation of the business in the food and farming supply chain.
Certifying over 50% of UK organic land, OF&G already had fantastic relations with key stakeholders in the agri-food sector. But it was the hard work OF&G had been doing, working with organic pioneers, that they wanted to communicate to a wider target audience of large-scale processors and producers.
To do this, OF&G sought the help of Pinstone to build relationships with key editors and reporters within agricultural and trade media and produce editorial, while collating a bank of positive statistics and case stories to showcase.
The results
Since working with Pinstone, OF&G has featured in a variety of well-respected, national agricultural and food trade titles, including The Grocer, Farmers Weekly and Farmers Guardian.
Appearances in target broadcast media has also been achieved, such as on BBC Midlands Today, BBC Farming Today and The Farmers Weekly Podcast.
In the space of two years, a total audience reach of over five million has been accomplished with editorial coverage, such as, secured feature articles and reactionary press releases and letters to editors.
In addition, Pinstone has also worked with OF&G to deliver videography and social media content, particularly live monitoring and engagement at the annual OF&G National Organic Combinable Crops event.
Why is reactionary editorial important?
Responding to breaking news can pay dividends in building a brand or spokesperson’s reputation. It can be a cost-effective and time-efficient way to catch the attention of key media contacts and influence your target audiences.
But, to cut above the noise, it’s recommended to take a considered approach to ensure the best outcome – be proactive, rather than reactive.
Conveying a strong, valid point of view in a short and concise way that’s either personally relatable or backed by statistics is essential.
Before reacting quickly to the latest industry announcement, take a step back and think:
• Why is it important to respond?
• When do I need to respond?
• What will I achieve by responding?
• How should I respond?
• Where should I send my response?
