Leading environmental law charity ClientEarth approached Byfield with a brief designed to raise the profile of the firm’s CEO, James Thornton, ahead of the COP26 conference in Glasgow. Byfield identified the top outlet channels and the media appetite, meeting with ClientEarth to devise a strategy that would enable us to build James’ profile before, during and after COP26.
Byfield developed a PR strategy, pairing James’ expertise and areas of interest with trending media themes around COP26. We worked with ClientEarth to develop key messages, which we then used in our media outreach. Byfield set up a twitter to track the journalists attending the conference, and their interests. We were then able to leverage this intel, providing journalists with timely and relevant comments from James and the broader ClientEarth team. We also devised a social media strategy and calendar, which positioned James as a thought leader throughout the conference, and provided expert comment on each day’s events.
Through our strategic outreach and key messaging, Byfield were able to secure a broad range of coverage for James around COP26. Byfield’s media tracking and horizon scanning insured we were able to provide journalists with timely and relevant comment opportunities. As a result, James’ commentary on COP26 was featured in 389 publications around the world. The social media support we provided created a dramatic increase in James’ personal following, with a 254.7% increase in Twitter engagements. We were also able to leverage the content, receiving national coverage by sharing the tweets with journalists.