Background
When the Environment Agency took on the responsibility for flood warning in England and Wales, JBP was appointed to support the Agency in launching this new role with the UK and in communicating directly with those in flood risk areas.
Strategic approach
- JBP’s strategy comprised a number of elements: direct mail, community relations, media relations, VNRs and ANRs (video and audio news releases), a radio campaign across the regions and a national event.
- JBP developed material which could be used by local Environment Agency networks at local level.
- JBP also handled the role of managing national media interest.
Tactics
- JBP produced a PR tool kit for all regional offices of the Environment Agency to ensure consistency of message and activity. This included a template for localised releases.
- Generic leaflets carrying a Floodcall’ information ‘credit’ card and telephone number were designed and regionalised with over 100 localised river information variations to target all households identified as located in a flood risk area.
- Posters were produced and mailed to local parish councils and libraries to spread the message as wide as possible, whilst a series of regional public meetings was organised through local parish councils to explain the scheme directly to those most affected.
Results
- The main launch event in London was attended by all the Environment Agency’s major networks
- Significant national media coverage, including main news bulletins and weather forecasts
- High awareness of the Environment Agency’s new area of responsibility
