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POSTED 12.6.2019

Multi-platform storytelling key to success of PR campaign

Surveys always make interesting reading. But amid the noise, sometimes the message can get lost, especially when the media is bombarded with survey results – some great, some not so great.

So, when National Recruitment & HR Services Group Collins McNicholas launched its North West relocation survey, it focused not only on the statistics but on the stories of the people who actually made the move to this special region.

We worked closely with CMCN to create written case studies and great images of the people who now work and live in the region as well as short, media-friendly videos. The videos concentrated on the reasons why people relocate to the North West. The top reasons included career progression, access to schools, support networks and less traffic.

On launch day, coupled with a press release that outlined the survey results, these additional media assets were distributed to national media as well as the local media in Sligo, Donegal and Leitrim.

The content was a surefire winner: national media coverage landed with RTE, Newstalk, the Irish Times, Irish Tech News and local media coverage included Highland Radio, Midwest Radio, Ocean FM, the Sligo Weekender and an impactful two-page spread in the Sligo Champion.

Happily, the content has enjoyed another lease of life as the basis of a social media marketing campaign for Collins McNicholas, which is further spreading the message of why people are choosing to relocate to the North West.