Royal Highland ShowPromoting the best in farming, food & rural life

why invest in PR?

• it’s expected

• provides emotional engagement / segment audiences

• brand protection - crisis planning

• it works! Body Shop Whatsapp, Microsoft, Intel

• it delivers real value - £1.7m excluding BBC

#no 1 - be creative!

#2 - what’s ‘new’?

#3 - make it easy for media

• online registration & seamless delivery of passes / car parking

• fact & figures / releases / photography online

• open the gates pre-show for photographers & consider bloggers

• show where the show story ‘fits’ - events, education, business, human interest

• make key people available - show manager / chief exec / chairman

• provide accurate & timely information - results / catalogue

• end of show conference - footfall figures / industry comment

# 4 - engage social media

• #RHS2014

# 4 - engage social media

# 5 - create a crisis plan

• processes - who, what, where, when, how

• technology - 24 access to web & social media

• people - trained & brand aware

• stakeholders - engage & educate

… to include social media

# 6 - collaborate

• sponsors

• exhibitors

• judges

• breed societies

• media (competitions)

• stakeholders

# 7 - think about next year .. this year

• collateral - photography & film

• create a target list & engage - sponsors, media, influencers

# 8 - measure & evaluate

Great day out

A taste of rural life

Food & drink

agricultural policy

livestockHomecoming

cookery

Haggis

prize money

Good attendance

Fashionshopping

Food charterRHASS

travel

Grain to Glass

Education

# 9 - maintain dialogue!

# 10 - ideas from the floor …