Case Study: PDSA achieves national award-winning coverage with Big Wave PR

PDSA earns 54 million opportunities to engage with Big Wave PR

The PDSA, a UK veterinary charity, faced the challenge of simultaneously honoring five extraordinary working dogs with its Order of Merit award, a departure from its usual single-recipient format. They needed to tell each animal's highly emotive story to the national press while ensuring key organizational messages were communicated. They engaged Big Wave PR to develop and implement a media relations strategy.

Big Wave PR executed a comprehensive plan involving in-depth interviews, filmed content, and meticulous media management. This included a staged regional and national press rollout, a press call, and managing live broadcast interviews on the day of the ceremony. The campaign resulted in 312 news articles, 54 million opportunities to engage, and 100% positive sentiment, surpassing all KPIs and winning a CIPR Pride Gold award for Best Use of Media Relations.

PDSA