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Successful media relations campaign

The situation 
Davies Associates (DA) ran a media campaign for DuPont Safety Resources (DSR), the work safety management consultancy unit of Du Pont de Nemours, in Europe, the Middle East and Africa, carrying out a variety of PR activities, including media relations. The objective was to generate press coverage in key trade and vertical press; more specifically, to position DSR as a leader in safety consultancy, based on its vast experience. Established in 1970, this DuPont consultancy has worked with more than 1,600 companies, in many industries, in developing tailored safety systems that have helped its clients reduce accident rates by an average 80 per cent.

The solution 
DA carried out an intensively focused media relations campaign, specially targeting the prominent safety and vertical press leveraged according to country and industry focus. The coverage achieved in Europe was prolific, positive and sustained.

The results 
In the fourth year of the programme, DSR commissioned a media evaluation agency to monitor the press coverage in key trade publications, for six months, and compare it directly to that of its competitors. The independent evaluation showed that DSR gained between 90 per cent and 95 per cent of total recovered publicity when compared to its key competitors in an agreed cross-section of trade publications in various countries during a six month period.