Spreading the Word

News about the Trees of Time and Place campaign was spread through partner publications and imaginative links with the national print and broadcast media. As a result the general public had thousands of opportunities to hear about Trees of Time and Place.

The campaign also enlisted PR agency Ketchum to handle media relations, manage the organisation of events and collaborate with a Communications Committee to ensure language and images were effective and appropriate.

The campaign established special links with the Mail on Sunday’s YOU magazine and the BBC’s Gardener’s World Magazine. It was also adopted by BBC Radio 4’s The Archers and the four million listeners who tuned in each week heard about the Trees of Time and Place tree nursery, the Millennium wood and the tree warden who helped the local school to grow trees in Ambridge.

Partner organisations were also able to utilise their close contacts with local communities which enabled them to carry out very effective media relations activities on a local level.

Chris Baines, environmental advisor to Trees of Time and Place, also carried out regular interviews with the press and used his close links with the broadcast media to the campaign’s advantage.