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Royal Highland ShowPromoting the best in farming, food & rural life
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why invest in PR?
• it’s expected
• provides emotional engagement / segment audiences
• brand protection - crisis planning
• it works! Body Shop Whatsapp, Microsoft, Intel
• it delivers real value - £1.7m excluding BBC
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#no 1 - be creative!
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#2 - what’s ‘new’?
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#3 - make it easy for media
• online registration & seamless delivery of passes / car parking
• fact & figures / releases / photography online
• open the gates pre-show for photographers & consider bloggers
• show where the show story ‘fits’ - events, education, business, human interest
• make key people available - show manager / chief exec / chairman
• provide accurate & timely information - results / catalogue
• end of show conference - footfall figures / industry comment
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# 4 - engage social media
• #RHS2014
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# 4 - engage social media
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# 5 - create a crisis plan
• processes - who, what, where, when, how
• technology - 24 access to web & social media
• people - trained & brand aware
• stakeholders - engage & educate
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… to include social media
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# 6 - collaborate
• sponsors
• exhibitors
• judges
• breed societies
• media (competitions)
• stakeholders
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# 7 - think about next year .. this year
• collateral - photography & film
• create a target list & engage - sponsors, media, influencers
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# 8 - measure & evaluate
Great day out
A taste of rural life
Food & drink
agricultural policy
livestockHomecoming
cookery
Haggis
prize money
Good attendance
Fashionshopping
Food charterRHASS
travel
Grain to Glass
Education
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# 9 - maintain dialogue!
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# 10 - ideas from the floor …