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Severn Trent

Media outreach

The brief

As part of our on-going relationship with Severn Trent, we organised a media briefing day to engage the press and key stakeholders, informing them about the latest initiatives available to farmers within the Severn Trent catchment.

The objectives of the day were to firstly show the proactive steps Severn Trent has made to protect water quality, and to also make farmers aware of the various grant funding options available to them.

From the pool of farmers we had developed relationships with, we identified a suitable host, before arranging the logistics for the day, briefing the speakers and inviting, liaising and following up with all the press.

Severn Trent Water

The result

We secured coverage on BBC Midlands Today and Radio 4’s Farming Today, as well as various key agricultural titles. Given the regional nature of the messaging we were pleased to secure national coverage, which raised the profile of Severn Trent to a wider audience than those directly in their catchment.

It was also great to have the opportunity to brief stakeholders at the same time to ensure that all influencers were on the same message. Being out on farm also brought all of the initiatives to life and the ringing endorsement from the farmer really added some kudos to the Severn Trent presentations.

Why are media briefing days important?

Getting the press together in one room on one day is both time and cost efficient. It allows clients to bring their stories to life and really get the media’s buy-in. It is in an invaluable platform to facilitate two-way communication and can often open doors post event. We would recommend hosting these events near to the motorway network in an accessible location, it is also important to speak to key press prior to locking down a date to ensure there are not any diary clashes. Ensuring save the dates are sent out as soon as possible is important and one-to-one invitations to sell the day are vital. Understanding what the press want to hear about, the news agenda and seasonality calendar is vital when it comes to briefing speakers.

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