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
Bishop's Move is the UK's largest family owned removals & storage company. Founded in 1854 and run by the sixth generation of Bishop's, the company celebrated its 160th year in business in 2014. As part of the on-going campaign we would position Bishop’s Move’s core values and strong family ethics within mainstream media investigating one of the property market’s hop topics – the Help to Buy scheme. We would look to promote the company and its 22 regional branches and franchises across the UK as forward thinking and championing first time buyers. The upshot was that we discovered the formula for a very successful campaign which has continued into 2015.
Based in Steyning, West Sussex, Russell New is a firm of business, tax and charity advisors which provides services to small and medium sized businesses, private clients, trusts and charities. We looked to make an immediate impression with the firm in 2011 and ensure that the company became part of some debates that impacted its customers. Within the first two weeks and with no prior media profile, the firm was featured in: Financial Mail on Sunday, CityWire, Crawley Observer, West Sussex County Times, The Guardian. This momentum has carried on throughout the campaign. We positioned the firm as a leading commentator on all national tax and economic issues whilst at the same time secured various by-lined opportunities for Russell New to demonstrate its work with charities and not-for-profit organisations.
SiteVisibility is one of the UK’s leading digital
marketing agencies. Based in the creative hub of Brighton’s South Laines, the company is responsible for iTunes’ most popular Internet Marketing Podcast, downloaded by over million people and over 16,000 each week. They are also behind what is now Europe’s biggest SEO Conference, BrightonSEO. Sherlock was tasked with aligning SiteVisibility with more wider economic issues such as general employment levels and training, development and apprenticeships. We also looked to position the company as leading voice on ending the skills shortage in the SEO and digital marketing industry. By doing so, in 2012 we propelled the company in front of an overall audience of over
Active Surrey supports the County Sports Partnership (CSP) which represents the local delivery network of public, private and third sector providers of sport and physical activity. It is a partner funded organisation dedicated to the support, promotion and development of sport and active lifestyles throughout Surrey. As a retained client, part of our campaign plan was to assist Active Surrey with the 2012 Surrey Sports Awards - one of the most significant yet following the glitz and glamour of London 2012. Sherlock would work alongside BBC Radio Surrey to set up a series of interviews with award nominees and embargoed winners which included London 2012 Olympic medallists. In terms of print coverage, over 45 pieces were secured in magazines and regional newspapers across Surrey’s Boroughs.
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 and numerous front page trade 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 media coverage for your business.
Not all of your press releases will get used. So what’s the problem? Why aren’t 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. You’ll learn how to structure copy and how to correctly pitch this to journalists. 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. We meet national, trade, and regional journalists face to face on regularly occasions – we understand what they need to fill editorial space along with the ideas which tick the right boxes. Here, we run through a journalist’s regular day, how they collate their stories, and how they deal with both creative and annoying PR’s!