Regional PR For BDO – the UK’s Economic Engine

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Challenge

BDO positions itself as the champion of the UK’s Economic Engine – the entrepreneurially-spirited, high-growth businesses that fuel the economy.

Petal developed a strategy to promote, protect and enhance the reputation of BDO and its people in every UK region. Our brief was to increase brand awareness and understanding of BDO’s specialist expertise with target audiences and enable profitable conversations for the business.

We recognised the need to highlight key business issues and prioritise promoting BDO’s deep specialisms and sector expertise across BDO and in each specific location.

Idea and Implementation

We produced a regions & nations strategy based on the commercial objectives for each region, as well as what would positively impact the firm’s overall reputation score when compared with peers. 

To balance national and regional objectives, while managing busy and fast-moving work streams, it was essential to create a live dashboard of activity. This enabled forward planning and built in flexibility to be opportunistic by jumping on the fast-moving news and economic backdrop. 

The campaign leveraged reports, corporate news, reactive commentary, people and community stories, thought leadership on sectors and specialisms, events, media briefings and broadcast interviews, as well as firm and individual profiling, in some instances taking national content and giving it a regional accent to meet the varying priorities. 

Impact

A year on from the implementation of a new regional PR brief, Petal has successfully grown BDO’s footprint across nine regions, through a highly effective regional PR model.

In the last 12 months, Petal has delivered:

  • More than 80 pieces of work, in some instances these have been replicated across multiple regions.
  • More than 400 pieces of coverage.
  • Profiling more than 50 different spokespeople as thought leaders across the different regions, sectors and streams.

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Regional PR For BDO – the UK’s Economic Engine

We produced a regions & nations strategy based on the commercial objectives for each region, as well as what would positively impact the firm’s overall reputation score

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