We’ve worked with Bayer Environmental Science for over 10 years, supporting with work in the turf, amenity and pest sectors.
One of the key communication goals for Bayer ES was to showcase their technical expertise across each sector, demonstrating how they can support their customers with more than just products.
To support this, we created a wide-ranging PR strategy, encompassing all elements of the PESO model, delivering high-quality and creative outputs that captured the attention of their target audiences.
Working with the turf press for a long period of time for our client has meant that we’ve had to be creative to keep the content fresh and new. Central to our approach has been creating issue-led PR that focussed on the challenges greenkeepers and contractors face on a daily basis. This was coupled with timely and topical press releases, and reactive opinion pieces that seized the attention of the target audience.
We held yearly meetings with the key press to facilitate a two-way dialogue on industry updates and client news, along with understanding what each publication was looking for. This collaborative approach helped to cement our press relationships and created ultimately a three-way route of communication between us, the client and the editors.
Overall, this approach gained us 142 pieces of coverage in all of the main turf press and a reach of over 2,900,000 over 5 years.
Why we used content generation days?
To keep our content fresh and keep our ‘ears to the ground’ on the issues surrounding turf management, we organised content generation days. These days involved visiting a location with key industry experts and gathering as much content as possible, be that photography and videos as well as commentary and technical interviews. This was then channelled into producing interesting content that spans the whole PESO model, from editorial right through to digital social content. Not only did this allow the Pinstone team to get boots on the ground knowledge on the latest thinking in the sector, but also helped to inform our PR plan going forwards.