LONDON: Guinness World Records has launched a PR service for clients looking to promote record-breaking events. As of March 1, the initiative offers press release services and traditional and social media outreach to groups that have paid for an adjudication of their events.
The program, which will be run by Guinness World Records' current in-house communications team, was created in answer to a growing need for those getting involved with record-based activities. Jamie Panas, US PR executive for the group, said since 2008 the number of paid adjudications in the US has grown 98%, as participants look to ensure their feat is recorded accurately by an adjudicator on site. There is now a new option for these record organizers to pay for Guinness World Records publicity support. PRWeek UK first reported on the new service.
“We've seen tremendous growth in these adjudications, and many of the people participating want a way to announce their record,” Panas said. “Our in-house team knows the brand and how to position it in the media."
While the group's PR team currently plans to focus on basic communication functions for participants, like distributing releases and contacting members of the media, Panas said the program is in its early stages and may grow beyond that strategy. The services will currently only be offered in the US, Canada, UK, and Ireland.
“Right now we're working on a case-by-case basis, providing services based on what the client needs,” she said. “We've already run a few consultations with clients to test out the waters. This does have the potential to grow.”
The service will target mid-to-large size event companies, event managers, and mid-to-large businesses.