Renewables PR campaign
About Biogen
Objective
One of the UK’s leading anaerobic digestion specialists Biogen engaged Outwrite to provide PR support for its Welsh projects.
Objectives included communicating with the communities located close to its developments in Gwynedd and Denbighshire, the first of their kind in Wales, and encouraging an increase in recycling rates.
As a specialist in PR for renewable energy and with in-house bilingual services, Outwrite met Biogen’s specific needs of a PR agency equipped with the expertise and contacts to deliver effective communications within Wales.
Objectives and planning
Through regular consultation with Biogen’s in-house marketing and communications manager, Outwrite produced updates on the two North Wales AD plants chronicling the developments from planning and construction through to commissioning.
All of Outwrite’s activity was produced bilingually, and specifically targeted to achieve media coverage and increase understanding of the projects in and around the communities relevant to the two projects. This included drafting press releases, updating regional and national media on the AD plants’ development, providing media and community liaison through the medium of Welsh and supporting public exhibitions offering insight and information to stakeholders on the developments.
Numbers and figures
Pieces of media coverage
%
Media coverage with key messages
Pieces of online coverage
Implementation
Outwrite also produced an infographic detailing the development timelines of the AD plants and a hard copy newsletter with comprehensive information for residents located close to the GwyriAD development in Gwynedd.
Taking into account our expertise in renewables, our press material was also distributed to renewable energy and recycling trade media, resulting in coverage of the two developments reaching stakeholders within the sector across the UK. Press releases were crafted primarily to cater to a regional audience, but with sufficient additional detail to generate effective coverage in trade media.
Outcome/client testimonial
Ongoing regular media coverage was achieved in targeted areas and ensured that stakeholders were kept up to date on developments for their local project in both English and Welsh.
Coverage has ranged from articles in regional titles to featuring on national news channels, with the two plants now fully commissioned.
Support for exhibitions and event management for VIP visits was also delivered as briefed. Further activities including publication of a newsletter and handling of inquiries by phone and mail also ensured that a full range of communications was delivered.
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