regional media relations: print & broadcast

British Gypsum asked Tonic to generate regional print and broadcast PR for the opening of a new plant in East Leake near Nottingham. Coverage needed to position British Gypsum as a major supporter of the construction industry and a best practice example of British manufacturing.

By focusing on the benefits for the region, providing broadcast material in the preferred format and offering semi-exclusive interviews with British Gypsum’s Chairman, Tonic was able to deliver significant broadcast, online and print coverage.

14 pieces of broadcast coverage were secured on BBC and commercial stations, a double page feature was run by the region’s largest regional daily newspaper and online coverage extended the life of the story. More than 2-million people were reached and 96% of coverage contained all key messages.

"Tonic has opened our eyes to the PR opportunities available via regional consumer media, an area we had not previously utilised. The level of broadcast coverage secured was impressive as was Tonic’s ability to generate sizeable coverage in key target media. We are very pleased with the results generated by this project.”
Communications Manager,
British Gypsum.