The Crop Trust

How PLMR helped The Crop Trust raise their international media profile.


The Crop Trust

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The Situation

PLMR has supported the Crop Trust since 2021, deploying a range of PR tactics to achieve the organisation’s key aim of raising its international media profile.

What we did

To meet this objective, we utilised the Trust’s expertise to craft proactive media opportunities, and were also alive to reactive opportunities. This dual approach ensured we secured news pieces and interviews in The New Scientist and CNBC; an op-ed from the Trust’s Executive Director, Stefan Schmitz, in The Independent; a broadcast interview with Times Radio; a podcast appearance and subsequent news piece for Bloomberg; a feature on the Trust’s ‘Wild Relatives’ project in The Guardian, and more.

During this period, we highlighted the impact of the conflict in Ukraine on the international food system and gained opportunities in Reuters, the New Scientist and elsewhere to expand upon this. Overall, our work across 2022 led to a 50% increase in media mentions for the Crop Trust and helped establish positive relationships with key journalists, which we have since developed.

The Result

Our most recent piece of work with the Trust in 2023 has been to celebrate the 15th anniversary of its Svalbard Global Seed Vault. Working closely with the organisation’s communications team, scientists, and third-party partners, we developed a press release which marked this special occasion, and announced the release of a new virtual tour which was able to take members of the public ‘inside’ of the vault. This release was subsequently picked up by The Guardian and Reuters, with journalists from publications including The Times, New Statesman and Die Zeit also eager to be kept updated about the Trust’s work in the future. World-renowned philanthropist Bill Gates also shared news of the vault’s online tour with his >36 million followers on LinkedIn.


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