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PR support

The Brief

Worcestershire County Council required short-term additional PR capacity to support the delivery of communication campaigns.

The main objective was to help raise awareness of the county’s major highways and infrastructure projects by creating compelling content, showcasing the projects and develop a ‘drumbeat’ of coverage in the local and regional media, as well as in the specialist sector and trade press.

The Approach

The support was for a period of three months, so it was important to gain a clear understanding of the projects very quickly so work could begin immediately.

Following a briefing meeting, CleeCo produced a plan for the next three months listing each projects key messages, overall themes, milestone events to construct PR around and suggestions on how to create additional PR opportunities.

Once the plan was agreed with Worcestershire County Council’s Infrastructure Team and the communications leads, CleeCo was responsible for drafting releases, liaising with partners for sign-off, project managing events and co-ordinating activity with other project PR activity.

The Outcome

Over a three month period CleeCo was able to support four separate infrastructure projects, creating seven media releases targeting trade, local, regional and national press.

An event was conceived, developed and delivered with a local school to create a PR opportunity and a plan was put in place for this to offer a further two media opportunities. Plans and detailed briefs were also established for a press event and a community engagement event.

As is the nature with infrastructure work where multiple organisations need to coordinate with complex legal requirements, timescales continually shifted. This meant that CleeCo needed to be able to react to changes quickly and be flexible to meet the client’s needs.

During the three-months, CleeCo became an extension of the media team, attending meetings and developing tangible strategies that went beyond the required timescale to ensure the ‘drumbeat’ continued.

As a short-term contract CleeCo worked closely with the internal comms team to ensure they were fully-briefed on each project, enabling an easy handover at the end of the contract, as well as gaining the benefit from the longer term opportunities that CleeCo had been able to establish.

The Client Experience

As with any large infrastructure project, flexibility is key.  CleeCo responded to a continually changing brief with ease, managing partner relationships professionally and with efficiency across multiple projects.

CleeCo’s ability to navigate political relationships at both local and national level has enabled the internal media team to pick up the strategies seamlessly.  Each project has moved forward and will continue to drive the ‘drumbeat’ we needed across major projects.

We now have in place strategies that can easily be followed and tailored to our needs going forward.

Keith Beech
Head of Content & Communications at Worcestershire County Council