Earned media relations

Bristol-based waste management company McCarthy Marland had strengthened their presence in the South West market with the acquisition of two firms – one in Wiltshire and one in Gloucestershire.

The company asked for our support in sharing the news across their industry and also in the regional trade media with an announcement to show McCarthy Marland is growing its share of the recycling market.

The key aims were to develop and deliver a press release and secure media coverage which would build on the momentum generated by the company’s takeover of South West firms and use the story as a vehicle to put into perspective its consistent growth and ambitions for the future.

To attract the attention of business leaders across the South West of England and waste management sector as a whole.

We were asked to target specialist national trade outlets and regional media platforms in and around Bristol and also along the M4 and M5 corridors where McCarthy Marland are setting their sights on widening the firm’s presence.

The strategy was to develop appropriate messaging and secure media coverage to raise the profile of McCarthy Marland across the South West business community and in the waste management trade through the delivery of a press release and photography that were shared across the media.

In order to strengthen the newsworthiness of the double acquisition, we blended this with a narrative we developed about McCarthy Marland’s growth and its ambitions for the future, which played well as success stories appeal to the trade and regional media.

McCarthy Marland acted upon our recommendation on the need to secure a strong, branded images of the leadership team to accompany the press release and this helped our efforts to secure coverage as we were able to deliver a media-friendly package of content.

The AMBITIOUS team secured 15 items of coverage across the trade media and regional media – which were shared via social media platforms LinkedIn and Twitter – successfully targeting key sector titles as agreed with the client and leading local news outlets.

The press release was also shared on the McCarthy Marland website.

As a result of the success of our work, McCarthy Marland has asked for our continued support with their communications.