FMC:
Press briefing event
Working on behalf of crop protection firm FMC, we managed a virtual media briefing to support the upcoming launch of their new herbicide.
Overview
To build anticipation for the firm's new herbicide product, targeting arable farmers, agronomists and a technical, industry audience.
To establish FMC's credentials as an authority and leading voice in crop protection.
- Coverage in Farmers Weekly, CPM, Farmers Guardian and more
- Media relationships secured attendance across all key titles
- Opportunities for follow-up with media cemented reputational value of briefing
Goals
To build anticipation for the firm's new herbicide product, targeting arable farmers, agronomists and a technical, industry audience.
To establish FMC's credentials as an authority and leading voice in crop protection.
Deliverables
Pinstone managed the entire event, from consultancy around the content, its format, prosposed timings and commentators to include. We also advised on media to invite and handled the press relationships to engage relevant editors and journalists. Our team ensured the online webinar format was seamless, with commentators who were accessing the briefing remotely fully briefed and rehearsed. Follow-up media liaison and production of the press pack ensured those attending were fully briefed and had access to accompanying images and digital assets.
"We have always valued Pinstone’s professionalism and support in developing PR plans and generating insightful and meaningful content that is relatable to our audience. We have utilised Pinstone’s expertise to collaborate with the UK press, which has led to further conversations and additional media. We couldn’t have done this without Pinstone’s long standing relationships with key individuals in the arable sector and the UK press."
FMC
Results
100% of the target, technical arable and farming press titles were in attendance. This included both leading national weeklies, Farmers Weekly and Farmers Guardian. CPM (Crop Production Magazine) was represented, in addition to Arable Farming, Agronomist and Arable Farmer, Farmers Guide and Farm Contractor and Large Scale Farmer.
All titles dedicated significant page space to the story, with all media delivering positive stories.
Additional coverage was achieved in leading regional titles with farming sections.
Added value
Pinstone's long-established arable farming media relationships were key to securing attendance. Experience in managing virtual press briefings ensured the event went off without a hitch and held press attention while providing the depth of information and media resources that technical titles require.
