Case Study: Social responsibility
Project: E=MC2 Public Relations was asked by a leading school catering company to create a national and local media campaign which would maximise awareness of its healthy eating activities and campaign to get kids cooking by putting the fun back into food.
Action: E=MC2 Public Relations identified the company’s On Your Marks … Get Set, Cook! – a live cookery competition designed to get cooking into the classroom by testing the culinary skills of students – as an activity which would generate significant press interest.
With virtually no photography budget, E=MC2 had to get the media to come down and cover the competition. This was achieved by individually contacting local and national journalists for informal briefings. These were followed with editor’s diary notes which would be sent out in advance of each event to invite press to attend.
In addition to coverage in local and regional newspapers, E=MC2 Public Relations also arranged a number of local radio interviews for the company’s catering managers or development chefs with either local BBC and independent radio stations.
Result: From late 2005 to 2007, E=MC2 Public Relations successfully generated media coverage for approximately 170 On Your Marks … Get Set, Cook! events – 81 per cent of the total number of events for which PR was progressed. The media campaign significantly helped the company in its drive to differentiate itself from other school meals providers and demonstrate to schools and the public, its commitment to educating kids about healthy eating.