At the heart of any PR activity is developing messages which will help persuade your audience to buy, try, or simply understand. Over the years our consultants have used every trick in the book to help our clients achieve this.

One of the most effective tools at our disposal is to secure positive editorial coverage in magazines, newspapers and on TV and radio. With the digital revolution the power of the media is not diminishing, its just proliferating, creating even more opportunities. And while consumer’s appetite for news, commentary, features and reviews continues to grow the media continues to offer a huge opportunity to reach a massive audience.

The Radio Times - Winner of the great cover debate

Case Study 1:
PPA’s Magazine Week

Leader was tasked to launch and promote PPA’s first magazine awareness campaign, Magazine Week, build magazine sales and highlight the 3,500 magazines available.

Searching for Britain’s favourite ever magazine cover, aka The Great Cover Debate, became the vehicle to drive the campaign, with a successful launch and an online vote that gave us a story to catapult Magazine Week into the mainstream media.

214 pieces of coverage were achieved across national, monthly, online and broadcast media, with fantastic pieces in The Times, Guardian Online and Metro – our personal highlight was the six minute interview at 8.10am on BBC Breakfast News.

UK Gear's GT-02 in action

Case Study 2:
UK Gear

The brief was to launch UK Gear’s GT-02, the first multi-sports shoe to be designed and developed in association with the Army Physical Training Corps (APTC).

We invited a selection of fitness, military and men’s titles to try out the GT-02 in a circuit training session with the fittest members of The British Army, the APTC fitness instructors. The press day resulted in coverage worth £40,000 and a host of new UK Gear fans!

“The GT-02 surprised me as it coped very well with all that was thrown at it.” John Shepherd, Ultra-fit Magazine. “Stable base, great grip and gives other gym uses the idea you might be a trained killer.” Dan Jones, Men’s Health.
Dockers Spring Summer 2009

Case Study 3:
Dockers® San Francisco

Dockers® San Francisco wanted an ongoing PR campaign that raised the profile of the brand and reached a new, younger audience.

With specific media targets in mind, we re-introduced the fashion teams on the men’s consumer magazines, nationals and supplements to the D-fit pants Dockers® is famous for and got the products into their hands with regularly press visits.

Supported by strong lifestyle imagery and plenty of samples, in just 12 months the coverage has increased in value by more than £300,000. Requests have also been flooding in from celebs – James Bond even owns a pair!