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A.W. Lymn – Media Relations Campaign

11th August 2021

Trusted to Tell the Story of Five Generations

Background

A.W. Lymn The Family Funeral Service appointed Eden PR in December 2020, marking the first time the business had worked with a public relations agency in its 113 year history.

The team at Eden were privileged to be trusted with directing the brand’s narrative in the regional and national media, not only at a momentously busy and pressurised time for the funeral industry in the midst of a global pandemic, but also at a pivotal point in its marketing and communications programme. Having not used PR before, we were keen to swiftly demonstrate the positive impact of our honed and tailored media relations approach – and we’re thrilled with the results we’ve achieved so far.

Before working with Eden, the fifth generation family business had been featured in the regional media and occasionally in the national media but did not have a strategic approach to public messaging in place. Our simple brief was to ensure A.W. Lymn’s narrative was on the news agenda consistently and unobtrusively – a delicate balance of promoting the business’s stand-out reputation while ensuring all content was sensitively and tastefully packaged.

Objectives 

Together with A.W. Lymn’s Marketing Manager, Eden agreed a set of honed media relations objectives. The goal was to ensure the business was the regional go-to for the media for expert advice and commentary when covering stories relating to the funeral sector, as well ensuring company news and updates received a fair share of coverage too, compared to other regional businesses.

Key to success for the ongoing campaign is maintaining an acceptable trade-off between exposure for the business and respect for the nature of the work the business does. While A.W. Lymn wants to be seen in the media, it is first and foremost dedicated to ensuring it maintains its century-long reputation for being trustworthy, dignified and above all dedicated to its customers. All content we create is started with that trio of values in clear definition.

Strategy and plan

Eden developed an initial 6 month campaign of media relations, to demonstrate how quickly and effectively we could position the business at the leading edge of news stories about its sector. All content was written to highlight the core qualities of this highly respected family firm.

The pandemic put more pressure on the funeral sector than ever before, which meant A.W. Lymn staff were working round the clock to ensure they maintained the utmost levels of care for their customers. This meant time was tight to produce stand out press relations which added to the informative national narrative about the pandemic. We tackled this by planning ahead with forward features but also news hijacking stories where we knew one of the Directors at A.W. Lymn would be able to enhance the storyline with on-the-ground data and comment on the day.

Much of the initial activity we carried out was relationship building on behalf of the business with our key media contacts in regional TV news and at online news publications. A.W. Lymn was of course very well-known already by our contacts, but our job was to ensure they were top of the call list when a story about funerals was being covered.

Results

In just 6 months:

  • Achieved 87 pieces of media coverage, equating to 14.3 pieces per month on average
  • Reached nearly 16m people with A.W. Lymn stories/ company news, averaging a reach of 1.9m per month
  • Secured six prime-time broadcast interview slots for A.W. Lymn Directors/ senior team members
  • News-hijacked national stories to deliver comment from A.W. Lymn in national news – BBC News, talkRADIO, The Mirror
  • Secured regular coverage in leading funeral trade titles – Funeral Service Times, Funeral Service Journal, Funeral Director Monthly

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