24th February 2009
JBP’s PR campaign for its client Knowaste, the pioneers of nappy recycling technology, made the national media headlines during week commencing 16 February.
Following the announcement that the company’s recycling facility in Tyesley in Birmingham had been granted planning permission, JBP’s PR programme swung into action, resulting in a leader column and half page feature in the Times, news stories in the Daily Telegraph and Daily Express, and a live television interview on Channel 4 News. National BBC television has already expressed an interest in covering the opening of the facility in early 2010. In addition, the story was covered extensively in the environmental media.
Links to some of the coverage are below:
http://www.timesonline.co.uk/tol/comment/leading_article/article5768907.ece
http://www.timesonline.co.uk/tol/news/uk/science/article5769183.ece
http://www.recycle.co.uk/news/1220000.html
Says Chris Lawrance, director at JBP: “This is the value we can bring our clients and demonstrates that regionally-based agencies are more than a match for those in London.
“This was a real team effort. Our stakeholder relations team have been actively involved in communicating the plans to the community, planners, MPs and other interested parties. Whilst our media relations team drew on its expertise in the environmental sector and journalist contacts to maximise media coverage.”
The next phase of the JBP’s PR programme for Knowaste will include a roadshow around 10 major cities to engage with key stakeholders and raise awareness of the nappy recycling process and the opportunity to divert such waste from landfill.