The Royal Pharmaceutical Society of Great Britain (RPSGB) is the regulatory and professional body for all 44,000 pharmacists in England, Scotland and Wales.
The society also organises the country's largest pharmacy event, the British Pharmaceutical Conference and Exhibition (BPC), which this year took place in Harrogate from 15 to 17 September.
To take the BPC brand to a broader media. To highlight the conference as an expert forum for pharmacy research. To boost public awareness of pharmacists' specialist knowledge and training.
Strategy and Plan
To attract interest from the health specialists across the national media, the PR team concentrated on identifying newsworthy stories that focused on pharmacies' role in delivering healthcare.
These covered areas such as medicines management, blood pressure testing and diabetes care, where pharmacists are increasingly involved in offering consumers advice and free monitoring services.
This was complemented by research with more popular appeal, including a report that 'liquorice reduces sex drive'.
Measurement and Evaluation
Media coverage was achieved in the national press over the three days of the conference from titles including the Daily Mail, the Daily Mirror and The Times. The Daily Express went with the exclusive it was offered, and examined the dangers of mixing complementary treatments and traditional medicines. This story was picked up by five News.
The BBC news website carried daily reports on the conference in its health section. Additional interest was gained from the regional media, including BBC Merseyside.
The BPC brand and the role of pharmacies in delivering primary healthcare was well-represented across all media coverage, and the PR team successfully moved the event into the nationals.
'I liked the herbal medicine story the PR team flagged up. The research findings were quite shocking, and the subject hadn't been covered to death,' said Daily Express health editor Julie Wheldon.