OF&G:
Thought leadership policy media campaign
A thought-leadership positioning campaign and press office service demanding strong trade media relations.
Overview
Working in partnership with OF&G, the certifier of more than half of the UK’s organic land, we cultivated a thought-leadership positioning and press office service, underpinned by the strength of our media relations.
Coverage appeared in the top farming and food supply chain titles, both in-print and digitally: Farmers Weekly, Farmers Guardian and The Grocer.
- Targeted relationship building with media and industry
- Reactionary newsjacking responses
- Multi-media integration to sweat all comms assets
Goals
To be the ‘go to’ industry representative for the organic sector and establish OF&G as a credible, rational and authoritative voice in the industry.
Build and present a strong business case for organic, by conveying opportunities, from ecological innovation to the delivery of environmental and public goods.
Deliverables
Leveraging industry news to land OF&G messages in farming and agricultural trade titles and food publications, Pinstone took a strategic approach to the thought-leadership remit of this campaign. Communications consultancy to establish clear ‘reasons to believe’ to give OF&G authority and a distinct point-of-view in the industry landscape.
- Created a focused PR strategy and messaging framework
- Targeted relationship building with farming, agricultural and food media titles as well as stakeholders and influencers
- Media training of spokespeople to provide direction on handling interviews for broadcast, podcast and traditional print media titles
- One-to-one media briefing opportunities supported by press pack information, comprising soundbites and evidence to keep editors, journalists and reporters informed and engaged
- Newsjacking reactions to policy announcements and industry developments, providing opinion and insight
- Letters to editors providing commentary on hot topics
- Multi-media integration to ensure continuity across all channels.
“Pinstone has undoubtably given us presence and we really value the strategic insight with some strong objectives and measurables. The team has really got a great relationship with Pinstone - its clear you understand the market and our audiences”
OF&G
Results
The campaign achieved a media reach of 2.15million spanning x94 pieces appearing in targeted digital and in-print media coverage channels over a 12-month period. Share of voice was favourably maintained in key titles over this extended period.
Over 25 pieces of coverage for a whitepaper launch was achieved in the identified target media titles on-line and in-print.
Opportunities where OF&G was ‘invited to the table’ with influential policymakers and stakeholders was evidenced by a notable increase, with a parallel rise in engagement with key individuals.
Added value
Pinstone paired an understanding of the food and farming policy landscape with knowledge of the media landscape in order to deliver timely and compelling content that was ‘media ready’ and that resonated with readers of key titles.
