1. © Rewired PR Ltd 2014 Chewing Gum Action Group 2014 workshop

2. PR will: Complement the advertising Be used to secure positive coverage in your local media Appear as opinion or recommendation Reach a wide target audience Help disseminate your message to your target audience Include the campaign’s key messages Influence opinion and behaviour What is PR?

3. Coverage

4. Leverage 2014’s advertising campaign and target regional media Raise awareness of the campaign by reporting on 2013’s positive results Work closely with participating LAs and BIDs to ensure a coordinated approach Secure high quality media coverage that delivers key messages 2014: PR aims

5. Launch 2014 campaign - creative photography tying in with ‘Bin it your way’ theme Launch in London Borough Roll out to participating LAs/BIDs Support LAs/BIDs with toolkit including: – Template press release with approved CGAG quotes – Q&A document about the campaign – Photography and tips on how to take press worthy shots 2014: Approach

6. Phase 1: pre-launch 1.Draft press release, photo call notice and approve quotes; regional and national versions 2.Compile media lists; national and tailored regional 3.Stage creative photo stunt to launch campaign 4.Send embargoed release to LAs/BIDs ready for issue; assist with getting additional quotes if needed 5.Confirm roles and responsibilities for ‘sell-ins’ with LAs/BIDs 6.Send embargoed release to nationals day before launch 2014: Approach - how will Rewired help?

7. Phase 2: launch day (and immediate run up) 1.Contact national press and broadcast press to secure coverage 2.‘Sell in’ to key regional titles and outlets 3.Liaise with LAs/BIDs to assist with media enquiries 4.Assist with any interview requests 2014: Approach - how will Rewired help?

8. Phase 3: post-launch 1.Collate coverage and evaluate impact - Key messages - Photography - OTS/AVE - Region breakdown 2014: Approach - how will Rewired help?

9. Rebecca Williams – rebecca@rewiredpr.com 0121 236 2132 © Rewired PR Ltd 2014