What We Do

MEDIA RELATIONS STRATEGY & EXECUTION

Laura Ballance has worked for over 10 years on a year-round basis for the Fair at the PNE. Our work developing the PNE’s media outreach program, particularly relating to the development of its Media Centre and Fair time media outreach has resulted in excess of $4.9 million in earned media coverage in a single 17-day period (2008 Fair at the PNE) across all levels of media discipline including coverage in specialty on-board airline magazines, provincial community media, regional major media (print, television and radio), ethnic media, national media (including the Globe and Mail, the National Post, the Toronto Star) as well as specialty industry media. As part of the media outreach program for the PNE, our in-house photography department works to identify people from across BC enjoying the Fair. We take their picture, pair that with a custom cutline with an additional background press release and send it directly to the person’s local community newspaper. This program, developed at the PNE, has become an award winning industry model in Canada.

Our work with the Cloverdale Rodeo and Country Fair is another prime example of our expertise in this department. For this client our team supplies on-going media relations support, development of all media collateral materials (local, regional, national and international, as well as all industry and specialty media materials), website development and content, crisis communications services, on-site Media Centre development and facilitation, and media registration and accreditation. We also act as the Association’s spokesperson on all media matters.