PR Agency: Fire Bird PR
Client: People's Trust for Endangered Species
Project: Mole Watch Public Awareness Campaign
In early 2008 an online survey was launched to investigate the conservation status of moles.
Objectives
- To contribute towards the first-ever detailed UK-wide distribution map of molehills
- To ensure the MoleWatch survey achieved a nationwide audience reach
- To recruit a minimum of 10,000 individuals' sightings
Strategy and plan
They developed a PR campaign targeted at national environment correspondents, the gardening press and regional radio. They also used the BBC's General News Service to schedule 20 interviews with a PTES spokesperson.
Evaluation and measurement
- In the week following the PR campaign launch, 117,000 molehills were recorded online
- They secured:
- national television coverage on BBC Breakfast News, BBC lunchtime news and CBBC Newsround
- national radio coverage on BBC Radio 4 News, BBC Radio 4's Today Programme, BBC Radio 2 News, and BBC Radio Five Live
- national newspaper coverage in The Times and The Daily Express
- regional radio coverage through interviews with PTES spokespeople on 22 local BBC radio stations, including: BBC Scotland, BBC Radio Wales, BBC London, BBC West Midlands, BBC Jersey, BBC Radio York, BBC Three Counties Radio, BBC Radio Cambridgeshire and BBC Manchester
- long lead consumer, lifestyle and wildlife magazines coverage in Homes and Gardens, Gardens Monthly, Pet Focus and Dogs Monthly
- Information about the MoleWatch survey appeared on at least 45 different websites and social networking sites, including BBC News Online, Guardian Unlimited, Telegraph Online, icWales, Farmers Weekly Interactive, gardening.co.uk, and Wildlife UK Forum
This campaign shows that targeting the right media audience is vital when creating any form of PR campaign, and it's success proves that in doing so it can produce great results. The tone of the press release we create will also be vital for this project as every media is different.
We will need to capture the USP and campaign idea in the first paragraph of the press release, as it is apparent that a journalist will usually only read the first paragraph to see whether it is newsworthy.
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