Kingshay antimicrobial report:
Annual report launch to farming media

Pinstone works with Kingshay annually to launch its antimicrobial report to key audiences through a virtual press briefing with farming and dairy trade media. The report draws on data from 976 dairy herds across the UK, providing valuable insight into how the sector is performing, highlighting progress in antimicrobial reduction and identifying areas where further improvement can be made.

With Kingshay having monitored antimicrobial usage for more than seven years, the campaign needed a strong media hook to ensure continued interest and meaningful coverage. The launch was supported by a media briefing, report summary, press release and social media content.

Goals

Generate media coverage across target farming and dairy trade titles to increase awareness of antimicrobial usage trends on farm and highlight changes seen over seven years of reporting.

Engage key stakeholders on the importance of using data to inform improvements in herd health and welfare, while supporting more responsible antimicrobial use in line with current RUMA targets.

Position Kingshay as an industry leader in antimicrobial reduction and best practice by bringing together key stakeholders and media around an important sector issue.

Deliverables

• Media engagement and invitations to the most relevant titles for dairy farming and dairy veterinary audiences
• A stakeholder and media briefing to share key findings from the report
• Briefing support and run-through sessions to ensure technical detail was clear, accessible and relevant
• Development of a launch press release, issued to Pinstone’s extensive media database
• Follow up articles to support the launch and extend reach

Results

The campaign secured 17 articles across 11 outlets, generating 302.99k impressions.

Coverage appeared in key agricultural and dairy titles including Farmers Guardian, Farmers Weekly, British Dairying, Dairy Farmer, Cow Management, The Scottish Farmer, Farming Scotland and The Farmer.

Coverage from the latest briefing included stories on the continued reduction in antimicrobial usage in UK dairy herds, helping to raise awareness of progress within the sector and the role of data-led decision-making in supporting herd health and responsible medicine use.

Added value

Pinstone’s stakeholder connections and understanding of the challenges facing dairy farmers enabled the team to translate a technical annual report into accessible, relevant content for farming and veterinary audiences.

Beyond the launch itself, Pinstone identified further opportunities to reference the report in farming media throughout the year, helping Kingshay extend the shelf life of the findings and keep antimicrobial reduction, herd health and best practice firmly on the industry agenda.

“Pinstone has supported Kingshay with the stakeholder and media briefing for our annual report for five years, and each year they continue to bring fresh thinking and valuable industry insight.

“They help us translate the latest findings into clear, relevant context for the sector, identifying the key advice and messages that will resonate with both stakeholders and the media. Their guidance in the run-up to the briefing, including advice sessions and rehearsals, is hugely valuable in helping us bring the report to life.

“Importantly, Pinstone also helps ensure the findings have impact beyond the launch itself, identifying opportunities to extend the shelf life of the report and keep the messages relevant throughout the year.”

Kingshay