Background
Women in Rural Enterprise (WiRE) is a national organisation which helps women in rural areas either to start up or expand a business. WiRE offers its members access to a national quarterly magazine, a website with member notice board, virtual network, free listing on the rural marketplace and business resources, reduced rates at national shows and exhibitions, PR and media opportunities.
The Brief
WiRE appointed Integra Communications to:
•Raise brand awareness on a national level
• Build membership
• Gain PR coverage for WiRE member businesses
• Help with lobbying and policy information
• Help with inclusion in funding bids and projects
“We chose Integra because of their expertise in the enterprise sector and, particularly, their contacts and interest in women’s enterprise.”
The Campaign
Integra Communications helped organise the first WiRE conference in 2005 which attracted over 200 members. Louise was invited to speak on ‘How to work with the Media’ alongside Kitty Corrigan, features editor of Country Living magazine. Integra went on to PR the Annual Conferences and several regional conferences between 2006 and 2008.
A campaign of regular press releases followed aimed at national and regional media including trade titles such as Regeneration and Renewal.
WiRE team and members regularly appeared on BBC Radio 4 Farming Today, BBC TV Countryfile and BBC TV Working Lunch. Farmers’ weekly, Farm Life and The Farmers’ Guardian ran features in early 2008.<
Around 20 WiRE members were the subject of features in trade press and lifestyle press including titles such as Country Living; She and Craft Magazine.
Results
The profile of WiRE was undoubtedly raised and membership grew and is continuing to grow. WiRE and its members also received a greater understanding about how PR works. “It’s not just about thrashing out a press release but has to be sustained and long term.”
“It felt like Louise was part of the WiRE team. She made life much easier for us and I know she worked above and beyond the call of duty in promoting WiRE.”