PRM Case Studies
Aston Villa Football Club
PRM founder, Phil Mepham was Head of Media between 2000 & 2008.
During this period, he developed a media and general communications’ department that grew from a single individual to a team of 13 people who specialised in press relations, publications, TV & Audio and social media.
In 2006, the club, which had operated as a PLC for nine years, was bought into private ownership. This necessitated an approach that fulfilled obligations to the London Stock Exchange, in partnership with Rothschild Bank International.
While playing matters are the focus of mass attention at a leading football club, corporate partnerships played an increasing role in public facing activity as greater broadcast exposure increased commercial desirability. Included in this was a ground-breaking shirt partnership with Acorns Hospice a midlands-based hospital for terminally ill children. Acorns benefitted from the club’s donation of prime sponsorship space for two seasons and from the enhanced media coverage of their donor-based care services.
The English Football Asociation’s bid to stage the FIFA World Cup in 2018 required a global public relations’ strategy encompassing international sport, politics and The British Monarchy.
As President of the English F.A. HRH Prince William of Wales KG, played an active part in the international campaign,. Similarly, the British Prime Minister, The Rt. Hon. David Cameron’s involvement required a regular working relationship with government officials and 10, Downing Street.
PRM founder, Phil Mepham acted as a senior media representative on this worldwide project which involved association with world leaders, globally recognised sports administrators and international sporting stars.
It is an interesting – if somewhat frustrating irony – that while England’s bid was ultimately unsuccessful, the practical execution of the PR programme was generally considered to have been delivered with professionalism and integrity.
Skins International Trading AG
SKINS produces the leading collection of international sports’ compression wear. The company has its origins in Australia and is now based in Switzerland. It has offices and outlets in all continents.
The company’s Chairman Jaimie Fuller, required a programme of public profiling in order to support existing and ongoing marketing activity. This has been achieved with a series of strenuous opinion-based articles focusing on international sporting issues and achievement.
A plan provided for an integrated approach to website blog-posts, media outreach and database distribution and created visibility and general recognition across international titles and industry media.
As a significant partner across Professional Cycling, SKINS also developed a branded pressure group, Change Cycling Now.
Change Cycling Now
CCN was created by SKINS’ Chairman Jaimie Fuller in the wake of the Lance Armstrong doping scandal. In order to facilitate focus on this specific issue, a strategy was created that asked robust questions of the sports governing body, the UCI and it’s senior administrators.
A meeting of international cycling administrators, coaches and professional cyclists, including Tour de France winner, Greg LeMond, culminated in an international press conference in London attended by media from across the globe. Coverage extended a series of high profile international titles including; The London Times, The Sydney Morning Herald, L’Equippe, Gazzetta Dello Sport, ESPN, SKY, BBC (including BBC World)
A programme of representative interviews was also created for Jaimie Fuller and organisations based in all continents were served with live or recorded broadcast interviews via satellite and question and answer sessions. A series of successful interviews with international wire agencies and business newspapers were also organised and undertaken.
Lalit Modi is a highly successful Indian businessman and high-net worth individual. He is best known as the founder and creator of cricket’s Indian Premier League (IPL). The IPL has become a globally successful billion-dollar tournament but Lalit became the victim of his success as internal politics ousted him from his position and resulted in long-term persecution. He also received threats to his life which were freely acknowledged by the indian authorities,
Lalit moved his family to London and the PR requirement was one of public profile raising and robust, continual and pro-active rebuttal of an international smear campaign.
An existing personal website was upgraded to house legal documentation and general evidence to support his position and regular media activity was organised with appearances by satellite from London into Indian TV news and current affairs programmes. This ongoing engagement also requires regular liaison with Indian mass-media markets and legal representatives.
Huub & The Media Group.
Nottingham-based media agency, The Media Group, approached PRM Sport to provide P.R. support on a new campaign for wetsuit manufacturer Huub.
When Huub secured a n endorsement contract with the high profile, Olympic triathletes, Alistair and Jon Brownlee, it provided a significant commercial opportunity for this relatively new, but swiftly successful company. A collaborative approach between TMG and PRM produced a launch event for Huub’s announcement at one of the brothers’ training venues in Leeds and a high profile platform to showcase their ‘;state of the art’ wetsuits, while worn by the Olympic gold and bronze medalists from the London Games.
National media were offered one-to-one opportunies with both Jon and Alistair and coverage and high-value space, including TV pictures and images, was scured acrodss a range of regional and national titles, including, the Times. The Telegraph, Sport Magazine, Stuff!, BBC Breakfast, BBC Radio 2 and Talksport radio. Regtional coverage was also secured in Huub’s central location of Derby and coverage in the Brownlees’ home county of Yorkshire was also leveraged.
Sports Alliance & Investors In Sport
Investors In Sport approached PRM Sport to jointly administer a PR and marketing plan for sports data management company, Sports Alliance.
Sports Alliance is a london-based business with offices across Europe. The company specialises in providing tailored data management serrvices to top-level sports clubs and businesses including 40% of English Premier League clubs.
PRM Sport developed a programme of opportunities including social media based activities, industry newsletter distribution and general blogging options to increase visibility in this specialised sports industry sector. The woprk, in association with the Investors In sxport marketing team, has resulted in increased recognition in Sports Aliance’s immediate market place.