Behind bars : Multi-level media relations campaign for corporate film production company
A special initiative to raise awareness of Revival’s innovative approach on a DVD designed to discourage repeat offenders from continuing a life of crime. Reach a key potential market sector – the criminal justice sector – and broader coverage across news, business and trade media at national level and regionally across the company’s home media in Derbyshire and Scotland.
As part of an overall media relations campaign for Revival, we built a high profile press campaign by piggy backing the hot issue of prison overcrowding – vastly increasing our chances of achieving column inches. In addition to key criminal justice journals that we identified, the press campaign covered national broadsheets, regional dailies, regional business magazines and local weeklies. All releases were tailored to ensure maximum relevance for specific audiences. Expansion interview opportunities were secured and full briefing provided for the client. Also a major feature article in a key criminal justice publication was achieved. Film & DVD publications were also used to extend the reach of the story.
This single story generated extensive coverage and achieved an equivalent advertising value of £13,363 across Derbyshire and Scotland regional media. 100% key messages on target and reaching a readership of 225,683. Features placed in key journals and trade media including a 3000 word article in Justice of the Peace magazine.