Engineering publicity for Manufactured Yorkshire

Manufactured Yorkshire is still a new business enjoying only its third year, but it has quickly become established as the ‘go to’ event for manufacturers in the region.   Managing Director, Chrissie Gale had taken the brave decision for 2016 to have a one day event at a bigger venue and expand the categories to include Textiles in addition to Engineering and Food.  Her challenge was to ensure sponsors had the return on their investment with footfall on the day that delegates were aware of the event and that it attracted profile to maintain its brand.
Carmel Harrison PR works specifically in the manufacturing sector and has established a strong network of contacts within the B2B media in print, broadcast and digital.  With an annual event the challenge is always to maintain a fresh look and feel and generate good news that attracts existing stakeholders and places it where new ones will see it.
Prior to the event we created regular news stories for the media.  Of course, newsdesks are inundated with press releases; we had to ensure ours stood out and was compelling enough to get journalists to speak to Chrissie ahead of the event.  We spoke extensively with Chrissie and her team and chose to focus on the content and theme of the event rather than any one specific keynote speaker, despite the fact that Sir Vince Cable, former Secretary of State for Business, Innovation and Skills in the coalition was headlining.
Ahead of the event this attracted coverage in the major regional media including the Huddersfield Examiner, Yorkshire Post and Business Desk.  We also lined up interviews with Chrissie with journalists where they could quiz her further on content.  This had the benefit of ensuring that they were keen to attend the event and report on it live.
With weeks to go we worked with Manufactured Yorkshire on exhibitor training so that they could maximise their own return on investment ahead of the event.
We then focussed on generating media interest and attendance at the event.  We created a compelling reason why journalists should attend and organised interviews with keynote speakers that included live interviews on BBC Radio Leeds, BBC Look North and with the Business reporter of the Yorkshire Post.   We also ensure media had access to delegates and could film and interview exhibitors they wanted to. Vince with Yorkshire Post
Feedback from exhibitors to our training was positive and as the delegate from Holmes Mann said the advice was invaluable and worked.  We wrote a press release and sent it to our local newspapers who featured it.
For Manufactured Yorkshire, Chrissie Gale said: “Working with Carmel and the team has been an absolute pleasure. There is no way that we could have gained the amazing coverage for the event with out this support. We chose Carmel to work with because of her knowledge in the Manufacturing Sector, her contacts and her professionalism. Our expectations have been well and truly smashed. Eleven out of ten.”
Vince at BBC