Press Re-Tender
Summary
After nine years with the same press agency, I led a full re-tender of Henley Royal Regatta’s press services to modernise the approach, improve efficiency and significantly increase reach and impact. The new model delivered a step-change in performance without any increase in budget, expanding beyond traditional press office delivery to include influencer marketing, closer integration with broadcast and social teams, and a more data-led communications strategy.
Objectives
(1) Modernise Press Delivery: Refresh a long-standing press model to reflect the evolving media landscape
(2) Increase Reach & Impact: Drive stronger pickup, distribution and share of voice across channels
(3) Improve Integration: Align press activity more closely with broadcast, digital and social teams
(4) Operational Efficiency: Improve accreditation, workflows and security
(5) Future Proofing: Introduce new channels and formats to support long-term communications goals
Approach & Delivery
-
Led a full competitive re-tender of press services following nine years with the incumbent agency
-
Appointed a new agency partner aligned with HRR’s evolving communications and audience strategy
-
Oversaw the press office function, ensuring robust, responsive media management both on- and off-event
-
Introduced influencer marketing as a formal part of the press strategy for the first time
-
Worked closely with broadcast colleagues to deliver additional VNRs strengthening TV coverage and share of voice
-
Introduced clearer workflows and content sharing to create efficiencies across teams
-
Re-imagined the media accreditation process, improving operational efficiency and strengthening security
-
Delivered an integrated communications strategy spanning pre-event, live event coverage and post-event
Outcomes & Impact
-
Delivered a more effective, better-managed press operation within the same budget
-
Significantly strengthened HRR’s share of voice across broadcast, online and social channels
-
Total media coverage saw +170% YoY
-
Online coverage views saw a +653% YoY
-
Print circulation saw a +40% YoY
-
Influencer content generated 500K+ views (excluding Stories), extending reach beyond traditional press audiences
