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Case Study: Royal Botanic Gardens, Kew
Auditing the media's perceptions of Kew
Area of expertise: Wildlife and nature conservation
Client: Royal Botanic Gardens, Kew
Project: Media audit
The brief
Over the past three years, the Kew Press Office has implemented significant changes in order to raise Kew's profile. In particular, the team has sought to re-position Kew amongst national media as a respected expert voice about current issues in science and conservation, moving away from purely events-based PR.
Royal Botanic Gardens, Kew appointed Firebird PR to conduct an independent analysis of the performance of the Press Office by gathering views from the media.
Objectives
- Assess the media's perception of the role and performance of the Kew Press Office
- Determine media awareness of Kew's strategic shift of direction
- Gauge media knowledge of Kew's areas of operation and expertise
- Identify areas for further performance improvement
Execution
- We conducted interviews with journalists representing a wide cross section of the national UK media from the arts, science, environment and gardening sectors, including print, broadcast and online media.
- A total of 183 calls were made and 32 interviews secured generating 1,000 numerical responses and over 500 individual comments
- The Press Office used the report we produced as an internal communications tool they shared with marketing and communications teams, as well as senior management, to help inform future priorities and communications resource planning
PR Services provided
Successes
- Independent analysis of the profile and reputation of the Kew Press Office amongst national media
Testimonial
"We were impressed by the professionalism of Jane and her team. They produced a helpful report and were a pleasure to work with."
Anna Quenby
Head of Corporate Communications and Public Relations, Royal Botanic Gardens, Kew