Countryside Restoration Trust
Established over 25 years ago, the CRT was the first charity of its kind in the UK to promote wildlife friendly farming alongside practical farming and land management, and the restoration of a living, working countryside.
We were appointed as the Countryside Restoration Trust’s (CRT) PR partner to raise the profile of the conservation charity to a broader demographic and support a refreshed ‘friendship’ (membership) drive.
One key goal of the charity was to be profiled on key national target and flagship rural farming television programme ‘Countryfile’. We pitched the CRT story to producers, identifying the hook, spokespeople and optimum timing for broadcast to achieve national brand awareness. This activity was aligned to support a simultaneous targeted social media and thought leadership editorial campaign.
On Sunday 4 August 2019, The CRT featured on Countryfile. The piece which lasted 7 minutes, contained their key messages and featured one of their farms in Norfolk. The episode covered one of the CRT’s farmers, her passion for sheep dog training, her role in the running of the CRT education centre, and the red squirrel enclosure which plays a key part of the UK’s national red squirrel breeding programme, reaching an audience of over 4.2 million.
During the broadcast the CRT website received 241 new website views with an average of 3.7 website pages were visited. As a direct impact of the broadcast, the Trust gained three new friends, and numerous additional Facebook likes and the team were delighted with the results.
Why is broadcast media important?
Broadcast media enables messages to be communicated in a kinetic format, which allows brands to come to life. Although segments are often short, they reach mass audiences and if the content is dynamic, compelling and relevant it will engage audiences. Often direct call to actions are hard to facilitate due to the impartial nature of the reporting style, but if the objective is brand awareness then broadcast media is a great way to showcase a company’s ethos. Often broadcast media can take time to achieve, however we are fortunate to have some great relationships with TV and radio producers and can jump on the news agenda with targeted case studies.