1. Royal Highland Show Promoting the best in farming, food & rural life

2. 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

3. #no 1 - be creative!

4. #2 - what’s ‘new’?

5. #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

6. # 4 - engage social media #RHS2014

7. # 4 - engage social media

8. # 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

9. … to include social media

10. # 6 - collaborate sponsors exhibitors judges breed societies media (competitions) stakeholders

11. # 7 - think about next year.. this year collateral - photography & film create a target list & engage - sponsors, media, influencers

12. # 8 - measure & evaluate Great day out A taste of rural life Food & drink agricultural policy livestock Homecoming cookery Haggis prize money Good attendance Fashion shopping Food charter RHASS travel Grain to Glass Education

13. # 9 - maintain dialogue!

14. # 10 - ideas from the floor …