HOW I SEE IT - Rob Brown, MD, Staniforth
Good media relations is based on the convergence of a number of elements. Having a good story is a start, but timing is all important. By linking the Manchester congestion charge to Obama, Connectpoint was hitching a ride on the biggest news story of the decade. The story has substance and the PR team made sure they had sign-off from Obama's newly appointed chief of staff. Winning the vote on the congestion charge is partly about winning the campaign for hearts and minds. Manchester people have confidence and pride in equal measure, so comparing Manhattan and Manchester goes down well. The key messages were there and the link between a bid for public transport funding and a yes vote was made. It was a job well done.