CIPR PRide Awards 2011: North West - Fido is family friendly

Fido PR's work for solicitors' family division achieved with small budget.

BEST USE OF MEDIA RELATIONS

For The Bride Who Has Everything And Wants To Keep It That Way by Fido PR and Dennison Greer Solicitors

Fido PR was hired by Manchester-based Dennison Greer Solicitors to raise awareness of its newly launched family law division, particularly among wealthy women. CIPR judges were particularly impressed with Fido's work to attract consumer media coverage for the law firm, outside of its traditional home of the business sections of newspapers and specialist legal press. Working with a £2,500 budget, Fido achieved this by positioning head of division Lisa Kemp as a key spokesperson, in particular around prenuptial agreements. A partnership with high-end retailer Harvey Nichols to promote the firm's prenuptial package alongside its wedding products was secured, as was a case study of a young couple that had signed a prenuptial agreement. The BBC's The One Show and the Daily Mail were among media to cover the campaign.

OUTSTANDING AGENCY

Brazen PR

Manchester-based PR agency Brazen's growth during tough economic conditions over the past three years is among a number of reasons why judges rated it as outstanding. Reinventing itself as a 'multi-platform PR agency' in 2010, it increased sales by 27 per cent and gross profit by 22 per cent. The agency is forecasting its 2011 sales will reach a record high of £2.8m. The agency employs 30 staff and has about 40 clients, including Hasbro and Greenall's Gin.

OUTSTANDING IN-HOUSE TEAM

Stockport Council

Stockport Council's attempts to show local residents how it can help during tough economic times has been a key focus of its PR team's work during the past year. This has included ensuring all comms material is accessible to the most vulnerable residents. It is available in audio, large print and Braille versions and the council's accessibility officer also works with the team to ensure all material is written using plain English. In addition council PROs work with Age Concern to promote ways old people can stay safe. The judges were impressed with the team's use of its digital TV channel and social media.

PUBLIC AFFAIRS

Aviation Under Atax by Manchester Airports Group

When the coalition government took office in May 2010, it pledged to raise aviation tax and introduce a tax on airfreight. By March 2011, both plans were abandoned. Among those credited by the CIPR with helping to achieve this was Manchester Airport's external affairs team, which presented strong evidence to politicians of how the tax hike would impact regional airports. It argued the rise would lose the airport up to 380,000 passengers and £4m in income if implemented during 2011-12. High profile supporters included local MPs of all parties, tour operators and chambers of commerce.

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