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CREDENTIALS

FOOD & DRINK


1 2 3 4 5 6 IMN: INDEPENDENT MEDIA NEWS

A CLUSTER OF SPECIALISTS

OUR PROMISE

HONESTY

TESTIMONIALS

EXPERIENCE

RELATIONS GROUP STRAIGHT TALKING BROADCAST PR...


FACILITIES

SERVICES

FEEDBACK LOOP

METHODOLOGY

OUR CREATIVE PROCESS

7 8 9 10 11

... IT’S THAT SIMPLE


SECTION 1 | EXPERIENCE

10+ YEARS IN THE GAME We’re experts..

80,000

Since 2002 we’ve secured more than 80,000 items of radio coverage for our clients.

We’ve worked with top marketing, PR, comms professionals and brands.

40 of the top 50 PR agencies in the UK have worked with us over the years.

We’ve got relationships with TV producers at BBC Breakfast, Sky News and BBC News; with online editors at the MailOnline, Independent, Guardian and Yahoo; plus hundreds of high profile producers and presenters across the BBC, Bauer and Global Radio networks.


SECTION 2 | TESTIMONIALS

...DON’T BELIEVE US? Just ask our clients

PG Tips “It was evident that The Relations Group were very professional, there was always someone available to help out and they worked well with us to achieve what we needed to. We were expecting 40 items of coverage and they got us 60!”

The Famous Grouse “All the interviews went extremely well and talking to Trevor Nelson on BBC Radio 1Xtra stood out as a highlight! The Relations Group managed the campaign extremely well and I was most impressed with how smoothly it went on the day, we were well informed and well briefed by the team.”

Kerrygold “Our expectations were really fantastically managed, we were told at all stages exactly what to expect and in most cases we got more than we expected.”


SECTION 3 | HONESTY

DON’T ASK US TO MAKE PRO ON COVERAGE. WE CAN’T & WON’T. THE EDITORIAL PATH IS A BUMPY ONE, DESPITE OU ENTERPRISE, WE CAN’T PREDI NEWS ON ANY GIVEN DAY

HOWEVER, WHAT W PROM


SECTION 4 | OUR PROMISE

OMISES WE

UR ICT THE

WE CAN MISE IS...

A credible, creative and honest consultation.

The best possible coverage for your story; carefully targeted in line with your objectives and KPIs.

A dedicated manager assigned to your campaign, supported by a wider team of passionate and motivated broadcast PR experts.

A process adapted to reflect your needs.


SECTION 5 | CLUSTER OF SPECIALISTS

RADIO GIVES YOU A VOICE. TV GIVES YOU A FACE. THE INTERNET GIVES YOU A PRESENCE. RESEARCH GIVES YOU RELEVANCE. WE GIVE THEM YOU… IN EDITORIALLY-FRIENDLY WRAPPING.

If you want radio coverage, then we have the ideas and relationships to get you on air. There are more than 500 radio stations in the UK comprising of 5,000 contacts. We have access to every single one. We have 13 years experience, building relationships with the broadcast media; everyone from the producers at GNS and Sky News, to the presenters at national BBCs and networked commercial stations. But it’s not just relationships, it’s about coming up with the ideas, angles and research to get the attention of seasoned journalists. It’s about the content and the approach.

We have one of the most creative, talented and resourceful production teams in the industry (so say our clients), with a dedicated digital team using broadcast quality HD cameras, an in-house production crew of directors, operators and designers. This is why we also have a track record in securing coverage on major newspaper websites, dedicated news sites, online magazines, established portals, and hundreds of other content-craving ISPs and blogs. We can turn your message into a video, webcast, infographic or digital release that gets awesome online coverage and the reach that goes with it!

Whether it’s rolling news programmes like BBC News, Sky News or presenter-led shows like BBC Breakfast or Good Morning Britain - we know what it takes to get TV coverage. And it takes A LOT. Just because we have friends in high places it doesn’t mean they’ll take anything less than credible content that’s tailor-made for them. TV is notoriously tricky to secure, but we will work with you to ensure we have all the ingredients in place to get your face on screen. Just be prepared to hop on a train to Manchester or Millbank at amoment’s notice!


Research and regionally broken down statistics significantly boost the credibility of a campaign. Vital Research and Statistics is part of the Relations Group, who is at hand to make your campaign run that little bit smoother. With access to a panel of more than 100,000 people, we can provide research results within 3 days. Our research team can make recommendations on the type of survey questions that will generate and secure the best coverage. We can poll specific types of people such as Motorists, Professionals, Mums, Pet Owners or Graduates. Just ask us and we can target the demographic you need.


HOW DO WE DO IT? MEET Who We Are? We watch TV. We listen to radio. We browse online. We secure coverage. Broadcast news is our game and we know how to play. We’re experts at designing and implementing campaigns that allow you to get your key messages heard across the dial. If you want to be on the news – we can make it happen. Forget Alan Partridge, UK radio is far more sophisticated than that. Here at IMN we liaise with radio presenters and producers every day and we know the sort of content they like. The World Wide Web provides endless opportunities to connect with your future customers. Our knowledge of the ever-evolving websites and their content interests enables us to tailor your campaign, so that it appeals to everyone! From major news websites like the Guardian, MailOnline and Huffington Post down to local newspaper websites and independent blogs – we can get your face in the frame.

Why We’re The Best We’ve been doing it for years and we eat, drink and breathe news. But most importantly we love our jobs and that means we care about your campaign. We are devoted to making sure we achieve your targets and goals, whilst ensuring the content we produce meets our high standards. If it’s possible to get you the coverage, we’ll do it, and keep you in the picture as we work away.

We’re Creative Creativity runs through the team, each and every one of us brings unique ideas to the PR table. When we turn our minds to your campaign we don’t stop until we are 100% happy with the content we are producing, whether its thinking of new and exciting angles, creating amazing storyboards, or crafting interactive on-air competition giveaways.


SECTION 6 | IMN

THE PROCESS Got something to shout about PR Gurus

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Got the contacts

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SECTION 7 | OUR CREATIVE PROCESS

WE’VE ALL HEARD THAT

THE PROOF IS IN THE

P

(THE PR pudding, IN THIS CAS BUT BEFORE YOU

CAN MAKE THAT

PERFEC

AND THAT’S WHE Once we’ve figured out exactly what you want to achieve and we’re sleep-talking the messages you want to communicate, we will take all your objectives and messages to our partners-in-crime, Independent Media News, the leading provider of audio and video content to the UK’s media. Having worked alongside the biggest names in the broadcast industry for the last twelve years, the journalists in the IMN team are the perfect soundboard for all your campaign needs. In short (and without milking this pudding analogy), the Relations Group, in collaboration with Independent Media News, are the chefs that will cook your campaign up a treat.

OUR CON

HAS ALW

WILL ALW

WE’RE HAPPY TO THROW YOU MANY IDEAS AS YOUR INBOX C COPE WI


P DDING coverage

SE, IS OF COURSE

CT P D

).

YOU NEED TO HAVE ALL THE INGREDIENTS

ERE WE C ME IN

NSULTATION

WAYS BEEN AND

WAYS BE FREE

U AS CAN ITH

Our consultation has always been and will always be free. We’re happy to throw you as many ideas as your inbox can cope with for radio days, editorial competitions, digital production and online placement opportunities. We’ll offer honest, creative, credible consultation – and we’ll make the process fun. We’re an enthusiastic bunch brimming with ideas, but above all else, we take pride in our work and your campaign.


SECTION 8 | METHODOLOGY

Identify Key Messages

Feedback

METHODOLOGY

Results & Reports

Campaign Implementation

Sign-Off Creative


SECTION 9 | FEEDBACK LOOP

Clarify Objectives

Define Audience

FEEDBACK LOOP Our work doesn’t end once we’ve exceeded your expectations. We won’t just put a coverage report in your inbox and wave goodbye. For us, the campaign doesn’t end until we know that we’ve done everything we can to make you happy.

Sign-Off Brief

We don’t just want to hear you say; ‘yeah, we’re happy, thanks a lot’. We’re going to dig deeper to find out how we could do even better next time because there’s always room for improvement. We strive for perfection and we need you to be as honest with us as we are with you. We’ll refer you to a member of the senior management team for you to give open and honest feedback without any awkwardness! This feedback makes sure we’re never complacent and always ready to raise our game.


SECTION 10 | SERVICES

SERVICES

Master’s of broadcast

RADIO INTERVIEWS

RADIO COMPETITIONS

ONLINE COVERAGE

Do you want to get your voice heard? Is standing on your roof and screaming at the top of your lungs not working? Well, no need to worry as we will get you on the radio where you can tell your story.

Hey – want some free stuff? Of course you do! And so does everyone else. Radio stations build their programmes around the stuff they have to give away. If you give them something to give away, they’ll tell everyone how great you are!

The internet can seem like a vast never ending space in which you will inevitably get lost. Do not fear – not only is content in high demand from journos, but people are always looking for something new and interesting to read. We make sure that’s your story.


VIDEO PRODUCTION

INFOGRAPHIC PRODUCTION

TV INTERVIEWS

Video killed the radio star (it didn’t, but that’s what the song says), and now you are no-one without a video. Our production team can get your messages into a short editorial video and our campaign team can show it to the world.

If talking isn’t your strong point and you have lots of really cool data you want to show off - you need an infographic! interesting information + superb design = quality online coverage.

You have an emotive story, and want to connect with your audience on a personal level – what better way to do so than TV interviews. It’s the perfect platform to get your message across to millions of viewers around the country.


SECTION 11 | FACILITIES

KIT LIST

All the gear & lots of ideas

5 Radio Outside Broadcasting Units. 5 Broadcast Quality Cameras. Professional Digital Editing Suite. Studio Quality Mic’s. Professional Lighting.

Auto-Cue. Chroma-key (Green Screen). Vision Mixer for Live Webcasting. Go Pro Hero 3+. Unmanned Aerial Vehicle (UAV) more commonly know


wn as a ‘Drone’.


SECTION 11 | FACILITIES

1. Silk - London 2. Sound - London 3. Wise Buddah - London 4. Maple - London 5. SNK - London 6. Heavy Entertainment - London 7. Red Facilities - Edinburgh 8. Canongate - Edinburgh 9. KVH Studios - Leeds 10. Headland - Leeds 11. Clocktower - Manchester 12. LBS - Manchester 13. Audio Always - Manchester 14. Pacific - Glasgow 15. Cranc - Cardiff 16. Ka-Boom - Belfast 17. ALT - Brighton 18. The Audio Suite - Birmingham

14

7-8

16 11 - 13 9 - 10

18 15

1-6

17

Access to 30+ Professional Studios UK-wide. We use studios across the UK with fully equipped facilities and each of our studios has been carefully vetted to ensure that it has the following: High Quality Sound Proof Booths. ISDN codecs compatible with BBC and Commercial Stations. TBU –Telephone Balancing Unit (for Telephone Interviews). Professional Mics – making you sound great!

Digital Mixing Desks. High Quality Audio Recording. A quiet area for briefing. Teas / Coffees on request. In most cases Wi-Fi so you can check emails while in the studio.


CASE STUDIES FOOD & DRINK

WE’VE

WORKED

WITH

DOZENS OF TOP FOOD AND DRINK BRANDS OVER THE YEARS, FROM POM-BEAR TO COCA-COLA AND WE KNOW WHAT IT TAKES TO GET YOU COVERAGE. ARE

YOU

LAUNCHING

OR

TELLING

THE

A

WORLD

HEALTHIEST ON THE SHELVES? WE’VE DONE

BEEN IT

AND

NEW

THERE,

GOT

THE COVERAGE TO PROVE IT.

PRODUCT?

YOU’RE

THE


CASE STUDY | LACA

THE CHALLENGE

THE RESULTS

To encourage an increase in school meal numbers by creating awareness of the healthy and nutritious options available in schools, and show LACA as the UK’s leading organisation for promoting healthy school meals.

LACA’s affiliation with their embargoed report, partnered with the sensitive story content was highly appealing across both mediums, resulting in impressive TV and radio coverage being secured on BBC Breakfast, the Real Radio network, BBC Radio Devon, BBC Newcastle and the Heart Radio network, among other major radio stations.

THE EXECUTION A combination of TV and radio interviews were the ideal routes to coverage for this campaign due to the topical nature of the story and the coupling of two credible and respectable spokespeople. Children’s health is a subject that is heavily covered in the media, and this campaign came in perfect time in response to the ongoing issue.

RADIO COVERAGE

DEVON | OXFORD | NEWCASTLE | SOUTHERN COUNTIES

TV COVERAGE

BREAKFAST

ONLINE COVERAGE

ONLINE


CASE STUDY | LACA

NATIONAL SCHOOL MEALS WEEK 2012

L.A.C.A

Lead Association for CAtering in Education

RADIO INTERVIEWS & TV INTERVIEWS

OF COVERAGE SECURED

7hrs

44 mins

48

ITEMS OF COVERAGE

TOTAL REACH:

65,984,500 EIGHT MAJOR

STATIONS

£10,325

FREE OVER SERVICING

BREAKFAST MID-MORNING LUNCHTIME

ADVERTISING EQUIVALENT: £632,981

PR VALUE: £1,898,943


CASE STUDY | ALLINSON

THE CHALLENGE

THE RESULTS

To raise awareness of Allinson Bread, by celebrating the 100th anniversary of Thomas Allinson’s Winifred Pudding, while highlighting that a select number of National Trust sites will be serving the dish.

Allinson’s partnership with the National Trust appealed specifically towards a BBC audience, and ultimately resulted in strong pick up from regional BBC radio stations. Presenters were also keen to speak to the spokesperson, Caroline Yeldham, due to her ties to the BBC programme. Highlights included coverage on BBC Radio Cornwall, BBC Radio Norfolk and BBC Radio Humberside.

THE EXECUTION We understand the importance and value of media exposure for a smaller brand such as Allinson Bread, and in order to guarantee premium coverage we recommended a radio interviews campaign. The Independent Media News team created a story, which focussed on their key messages while holding editorial value. Marrying the news story with a relevant spokesperson from the popular television programme ‘The Great British Bake Off’, which had recently been aired proved to be a recipe for success.

CORNWALL | CUMBRIA | OXFORD | NORFOLK | HUMBERSIDE | GLOUCESTERSHIRE | CORNWALL | DEVON | GUERNSEY | JERSEY | SOUTHERN COUNTIES


CASE STUDY | ALLINSON

ALLINSON VICTORIAN LIVING WITH THE NATIONAL TRUST

ALLINSON BREAD RADIO INTERVIEWS

OF COVERAGE SECURED

1hr

6 mins

13

ITEMS OF COVERAGE

TOTAL REACH:

1,590,000 SIX

NATIONAL

STATIONS

£2,050

FREE OVER SERVICING

MID-MORNING LUNCHTIME EARLY AFT DRIVE

ADVERTISING EQUIVALENT: £27,182

PR VALUE: £81,545


CASE STUDY | GUINNESS

THE CHALLENGE

THE RESULTS

To celebrate St. Patricks Day and promote Guinness as the number one Irish brand, Guinness commissioned research looking into the grumpiness of Brits around this time of year following a long winter, and as it turns out, Ireland was voted the friendliest place to live!

Guinness’ St. Patrick’s Day campaign was a great success and drew interest from both BBC radio and commercial stations alike. There were interviews with three national stations – BFBS, BBC Radio Wales and talkSPORT – covering a broad and varied national demographic . The story proved popular on Breakfast shows, with 13 items of coverage at this time of day. This opened up discussion and conversation, particularly regarding the attitudes of ‘British blokes’ and how they socialise with other men.

THE EXECUTION To discuss the research further, Guinness used well known comedian and TV personality Patrick Kiely, who was able to talk about why British men in particular find it so difficult to be friendly and how people can celebrate St. Patrick’s Day in style.

RADIO COVERAGE

WALES | MERSEYSIDE | JERSEY


CASE STUDY | GUINNESS

ST. PATRICK’S DAY 2011

GUINNESS BEER RADIO INTERVIEWS

OF COVERAGE SECURED

2hrs

53 mins

23

ITEMS OF COVERAGE

TOTAL REACH:

7,100,000 THREE

NATIONAL

STATIONS

£4,525

FREE OVER SERVICING

BREAKFAST MID-MORNING LUNCHTIME EARLY AFT DRIVE EVENING

ADVERTISING EQUIVALENT: £109,641

PR VALUE: £328,922


CASE STUDY | THORNTONS

THE CHALLENGE

THE RESULTS

To spread support for World Smile Day with Thorntons in conjunction with the Smile Train Charity and drive customers into Thorntons stores through radio competitions to increase sales of their limited edition Smile Box.

The prizes were well received by radio stations, resulting in an impressive 37 items of coverage including a national station and a further six major stations. Presenters were eager to give away the prizes because they appealed to a huge demographic and promoted a positive platform, World Smile Day, in conjunction with a charity.

THE EXECUTION On-air radio competitions were the most effective route to coverage for Thorntons as it not only enabled them to showcase their product to listeners, but also to positively promote their key messages to a nationwide audience through a bespoke press release.

RADIO COVERAGE


CASE STUDY | THORNTONS

WORLD SMILE DAY

THORNTONS RADIO COMPETITIONS

OF COVERAGE SECURED

3hrs 5 mins

37

ITEMS OF COVERAGE

TOTAL REACH:

7,410,000 SIX

MAJOR STATIONS

£2,075

FREE OVER SERVICING

BREAKFAST MID-MORNING LUNCHTIME EARLY AFT DRIVE EVENING

ADVERTISING EQUIVALENT: £98,894

PR VALUE: £296,681


CASE STUDY | TRACKER

KATE HUMBLE: CELEBRITY SPOKESPERSON

THE CHALLENGE

THE RESULTS

To raise awareness through radio interviews that Tracker supports active family lifestyles, and to engage families in outdoor activities.

Due to Kate Humble’s strong affiliation with the BBC and the family nature of the story, radio interviews were incredibly well received with coverage being secured on multiple leading stations including BBC Radio Newcastle, BBC Radio Kent, and BBC Radio Norfolk.

THE EXECUTION At a time when summer was at its height, Tracker’s key messages and the story’s theme opened up a conversation that was both timely and newsworthy; thus, perfect for radio interviews. Marrying the brand which is synonymous with a healthy lifestyle, to a much-loved and relevant spokesperson, Kate Humble, made it desirable to radio presenters and bolstered the story further.

RADIO COVERAGE HIGHLIGHTS

NEWCASTLE | NORFOLK | BRISTOL | SOMERSET | TEES | KENT | THREE COUNTIES | CUMBRIA | BERKSHIRE


CASE STUDY | TRACKER

NEIGHBOURHOOD NATURE TRACKERS

TRACKER RADIO INTERVIEWS

OF COVERAGE SECURED

2hrs

45 mins

16

ITEMS OF COVERAGE

TOTAL REACH:

1,911,000 NINE £1,725 BBC

STATIONS

FREE OVER SERVICING

BREAKFAST MID-MORNING LUNCHTIME EARLY AFT DRIVE EVENING

ADVERTISING EQUIVALENT: £66,727

PR VALUE: £200,180


WE DON’T JUST SPECIALISE IN FOOD & DRINK. TAKE A LOOK AT OTHER SECTORS WE WORK IN: FINANCE CHARITIES, EDUCATION & NOT-FOR-PROFIT HEALTH & PHARMACEUTICALS LEISURE, ENTERTAINMENT & TOYS TRAVEL, TRANSPORT & MOTORING TECHNOLOGY RETAIL, E-TAIL, FASHION & COSMETICS HOME, OFFICE & GARDEN B2B & PROFESSIONAL SERVICES

RELATIONS GROUP T: 020 7158 0000 E: hello@relationsgroup.co.uk W: relationsgroup.co.uk

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Credentials - Food & Drink  

Credentials - Food & Drink  

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