earned media
As newsrooms shrink and space for brands becomes more competitive, quality matters more than ever to journalists.
I have an exceptional track record of delivering just that: agenda-setting branded news stories that carry a company's message in ways amenable to highly-selective journalists.
Please see some recent examples of my work below.
BT GROUP
MOIRA STUART SCAM
Agency: Goldbug
I had the pleasure of working with BBC legend, Moira Stuart, on behalf of BT Group, which was promoting its partnership with AbilityNet, a charity offering digital skills training to older people.
My role was to develop all the press materials and land Moira as a trusted voice and spokesperson for older people who may benefit from digital skills training.
While interviewing Moira, I uncovered that she had nearly been scammed in a fairly spectacular way.
Following a few days of back and forth, I convinced her to go public with this story; after all, if it could happen to someone as intelligent and respected as Moira Stuart, it could happen to anyone.
I delivered the sell-in single-handedly, securing messaging-laden launch stories in the Times, Guardian, and Telegraph to coincide with a scam-awareness feature on Lorraine with the FT’s Claer Barret.
I then managed follow-ups with every national title, including three hits on Mail Online and a host of tips and advice pieces capitalising on this cultural moment to share an important message about reducing scam stigma.
The pieces all carried BT Group’s messaging and sign-ups to AbilityNet increased significantly.
But best of all for me, I got to chaperone and spend the morning with Moira – who is as wonderful as you’d imagine.
In an age of prolific bad advice on social media and amid a series of financial crises, quality, reliable information for consumers can be hard to come by.
A constant drumbeat of stories dripping in cultural insight and supported by hard data, real stories and credible advice has propelled MoneySuperMarket past its rivals in terms of media share of voice.
PR can be a bit fluffy and misleading at the best of times, but the work I have done for MoneySuperMarket stands out and works because it is real.
It is by far the PR work I am most proud of. I have case studies exploring the particulars of both the Household Money Index and the data analysis behind the ‘cost of learning to drive’ story elsewhere in my portfolio.
MONEYSUPERMARKET
VARIOUS CAMPAIGNS
Agency Goldbug, 2024/5
In the last year alone, I have personally developed and secured hundreds of pieces of premium coverage for the company, including three Times front pages, page leads and features in more or less every national title, an abundance of regional media, plus broadcast slots across TV and BBC radio.
chapel down
equity fundraising
Although it is a few years old, I have included this campaign for Chapel Down I worked on at W Communications as it is a good example of a complete campaign with clear objectives planned and executed from start-to-finish.
Those objectives were:
1) Announce the company was disposing of its Curious brewing asset and let the dust settle
2) Launch a £6.5m equity crowdfunding campaign using PR to entice new shareholders
3) Announce the departure of the company’s then-CEO
I love this kind of campaign – where a strategic vision plays out through a drumbeat of news covering business, consumer, investor relations and trade media.
From announcing the Curious disposal in the Times to securing a 3,000 word mega-feature in the Independent on the day the crowdfund launched in the Telegraph and Daily Mail (and playing my part in achieving what remains the quickest ever crowdfund on Seedrs), it is a good example of how a simple plan well executed can help a company to achieve its business goals.