There’re not many PR consultants out there who can lay claim to having had four, seemingly unpromising stories on behalf of clients, on the front page of the national press.
By constantly being alive to opportunities, this – often labelled ‘media hound’ – has a personality that reflects the investigative nature of the PR industry. Sherlock won’t stop until the case has been solved.
Formerly of the BBC Press Office and a Brighton-based PR agency, Craig Peters became a winner of the Chartered Institute of Public Relations (CIPR) Outstanding Young Communicator Award in 2009. This award coming as a result of the role he played in breaking the PPI scandal in 2008 and securing a front page article in The Independent for a client working in the financial claims industry.
Craig was also selected as a member of the CIPR’s prestigious Future Leaders Forum; this group drawing together 12 of the UK’s most inspiring and talented young PR practitioners representing all UK regions and nations.
Craig is part of an elite group of PR practitioners that has secured front page national media coverage in four different publications for four separate clients – all of which are from the B2B space:
- Bishop’s Move, the UK’s largest family owned removals company, was featured on the front page of the Financial Times in 2012 complete with company van and branding
- Oxford Brookes University was featured on front page of an MBA supplement in The Guardian – the story featuring a client case study, client quote, photography, call to action and case study quote
- PortalClaims.com – featured on the front page of The Independent with supporting comments as news of the PPI scandal broke in 2008
- Bishop’s Move, featured on the home page of the Mail Online responding to the 2012 Autumn Statement. The Mail Online has a readership of over 120m.
In July 2013, following another successful year, Sherlock PR was shortlisted for the Low Budget Campaign of the Year Award through its work with Bishop’s Move at the 2013 CIPR Pride Awards.
Sherlock would be up against some of the largest in-house and agency teams across the Home Counties and the award ceremony takes place on December 4th, 2013.
Perception audits among target audiences and communities to develop your communications plan from a position of strength
Effective, regular communication with employees is vital to the success of your business. We can combine our knowledge of corporate internal communications with an understanding of your employees’ needs.
Key message development aimed at authenticity,immediacy and engagement
Corporate and editorial copywriting
Half-day strategy workshops to focus on what you want to achieve in terms of your communications goals and highlight the tools you already have to achieve them
This will focus on how to use the messaging framework, as well as help your key spokespeople understand how to deal with media and overcome common problems
There’s no one better at responding to breaking news. We are constantly alive to opportunities and understand what our contacts in the media need from you.
Speaking opportunities, award entries, speechwriting and presentations
No one can control or predict the news agenda. That’s why it’s so important to really understand what material journalists want and when they need it by. Having secured four front page national stories for clients there is probably no one better placed to discuss this than one of Sherlock’s own media hounds, Craig Peters. Craig will look at how to stay on top of the current news agenda; how to write and structure copy in response to breaking news; how to make the lives of journalists easier; and importantly, how to secure hard hitting, impactful media coverage for your business.
Special introductory price at just £100+VAT
Not all of your press releases will get used. So what’s the problem? Why aren’t some (or maybe most) of your press releases not getting picked up? Ask yourself; do you care about the quantity of the journalists picking up your releases or the quality of the coverage? At this workshop you will learn how to improve your press releases and secure coverage in the right publications. We will look at understanding what the journalist and his/her readers want; focussing on the news angle (is it really news?); how to express and communicate your messages; and the fine-line between selling and over-selling.
This workshop will look at the perspective of the journalist and how they work with PRs to gain maximum press exposure. Previous workshops have looked at the content from the PR point of view and now, we hear what the media wants straight from the horses’ mouth. Catherine Quinn is a freelance journalist who has written for the national press, for over 12 years. She writes for The Guardian, The Times, The Mirror, The Sun, and a great many magazines. She is also the author of bestselling journalism guide ‘No Contacts? No Problem!’
Web content strategy is one of the hottest topics in the digital world. But what does it mean – and why does it matter in the world of business? This half-day workshop will explain all and show you how to develop a robust content strategy for any organisation. Drawing on the latest thinking on content strategy from all over the world, the workshop will cover how content strategy supports business and communication goals; how to cater for mobile and multi-devices; what a content strategy will look like and how to measure its success.
Everyone is now well aware that social media sites such as Facebook, Twitter, YouTube and LinkedIn can be immensely powerful tools to promote businesses. But do you really understand what you need to do to promote your business via these channels? This workshop will cover the very basic steps to getting your business started on social media platforms and teach you how to start generating new sales leads and building your customer base. We will also explore how to track the number of leads or sales you get from social media as well as in-depth practical guides to the most popular social media sites.
A clients reputation is not necessarily damaged by a crisis itself, what is damaging is if its communications is handled badly. Take Findus for example and the horsemeat scandal; it took them almost 24hrs to release a statement after traces of horsemeat was found in its lasagnes. In contrast, the likes of Tesco and Waitrose were applauded for writing an immediate open letter of apology. Most companies will be faced with a crisis or business threatening event at some point. This workshop will look at the rules and systems for handling stakeholder and media relations during and after a crisis.