‘Selling-in’ is rarely a popular task in public relations, but with a concise approach, it can be much more beneficial experience for both the PR and journalist.
Objective
In their latest book about the ‘The Cambridge Phenomenon’. Charles Cotton and Kate Kirk wanted to stress the international impact of Cambridge ideas. Holdsworth Associates was asked to create a story to attract media coverage and add value to the event.
Strategy
The concept of the Cambridge Phenomenon’ has been discussed at length and frequently the city is criticised for creating ideas not businesses. This view is outdated, so HA proposed to use a photograph of the new Cambridge skyline of cranes, to create an alternative image for the city. We also invited spokespeople who have set up successful international businesses, or been the reason for multinational companies setting up R&D facilities in the cluster, to speak to the media at the launch.
Tech companies with different types of international impact were sourced and interviewed to gain case-studies. They were also invited to bring demonstrations to the launch event to create filming opportunities for broadcast media and interest for attendees and journalists.
Business, finance and technology publications were targeted, alongside local and national outlets.
Implementation
We developed stories with William Tunstall-Pedoe; the man behind Amazon Echo’s ‘Alexa’ software, Sebastian Manhart of Simprints, Professor Andrea Ferrari of the Cambridge Graphene Centre and Professor Chris Lowe of the University of Cambridge.
We commissioned a photograph of the new Cambridge Skyline to demonstrate visually the ‘new Cambridge’.
Content was produced on each of these contributors, with diverse press releases. Holdsworth Associates kept in contact with these organisations as the process unfolded, providing details of the event and organisation for the demonstration desks, wireless access etc.
