Pitman Training Group - media relations
"Pitman Training Group was able to move forward in many ways during the period they were ably supported by the team at Plain Speaking. The key staff at Plain Speaking exhibited a good knowledge of the franchising industry which is crucial for any partners working with us, as this can often bring additional and unique challenges to many projects. I'd be happy to recommend their services to other business owners looking for support in this area."
Claire Lister, Managing Director, Pitman Training Group
client
Pitman Training Group is one of the UK's leading business and IT skills training companies, with more than 80 training centres around the UK, and a further 30 abroad
challenge
Plain Speaking PR was appointed by Pitman Training to help raise awareness of this heritage brand in the regions where it operates, as well as raising its corporate profile.
approach
We devised a targeted media relations campaign for Pitman Training focusing on: corporate PR and brand building; regional PR and network support; franchisee recruitment. To make a relatively small budget work harder, as well as monitoring the education and training news agenda, we devised advance campaigns focusing on the lifestyle benefits that a Pitman Training course can bring; addressing sensitive issues such as self-esteem as well as career development. We carried out research to reinforce our messages, as well as liaising with organisations such as Priory Healthcare to utilise existing statistics to create meaningful, newsworthy stories. In addition to building productive relationships with national consumer media and specialist titles, we provided the tools that franchisees and centre managers needed in order to undertake their own media relations, including press release templates and guidelines for achieving PR success at a local level.
results
In a 12 month period we generated more than 103,400,000 opportunities to see, read and hear about Pitman Training in the company's key target media including national, trade, broadcast, regional and local press. This included more than 500 individual pieces of positive coverage. We also helped Pitman Training to climb more than 100 places in the prestigious Sunday Times Business Superbrands list.
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