PR success

In order to understand better how PR campaigns work in an efficient way I have chosen an example of success described by Alison Theaker (2001:193)

Shepherds Purse Cheeses Ltd is the UK 's biggest producer of sheep milk cheese, based in Thirsk. It is a small family business, employing eight people. It produces ten cheeses including Yorkshire Feta, which won a gold medal at the British Cheese Award. In October 1997, managing director Judy Bell discovered that feta had been registered as Protected Designation of Origin (PDO) in 1996, so that only feta produced in Greece could be labeled as such. So the company had to change its name.

Shepherds Purse Cheeses worked with Cicada PR to develop a strategy to increase sales of the cheese, but also to make consumers aware of the need for a name change. It was also decided to lobby government to change the PDO on feta. A campaign was devised to fight this European legislation, stressing that the name change could harm sales of Yorkshire Feta and seriously affect this small business.

The campaign mixed relations with lobbying. Initially, the Yorkshire Feta campaign was targeted at local papers and regional business publications. The story was picked up by the national media. Judy Bell and her son undertook a media relations course, and appeared on regional and national radio and television. This sparked considerable support from the public, who wrote to the company suggesting new names for the cheese.

At the same time, every Yorkshire MP was approached for their support. More than 34 per cent replied positively. The Refreshment Department of the House of Commons was asked to serve Yorkshire Feta and it was added to the Regional Menu of the Members and Strangers Dining Room.

On 16 March 1999, the Court of Justice annulled the registration of the name feta as a PDO. In addition, Shepherds Purse Cheese was approached to sell Yorkshire Feta under a regional cheese banner. Sales in 1999 rose by 30 per cent. Judy Bell said “We were a small successful company but not well known across the country. We would never have dreamed that PR could have such a positive effect on our bottom line.”

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