Last week, a wonderful, festive and royal atmosphere filled the Royal Dutch Mint. It introduced the first euro coins featuring King Willem-Alexander. In front of journalists, reporters and photographers, the King ceremonially struck the new Dutch coins bearing his portrait, beautifully designed by Erwin Olaf. As the Mint’s regular PR partner, we have become experienced at securing valuable coverage of coin launches. This royal occasion generated even greater press interest.
Normally, we work to persuade as many relevant journalists as possible to attend an event. This time, we had to be selective. Photographers, camera operators and reporters were eager to come. We would have loved to welcome everyone, but limited space in the press area forced us to make choices. In the following days, our inbox filled with clippings and television and radio coverage. It was wonderful to see the attention generated by the King’s presence: a striking example of royal celebrity endorsement.
To guide that coverage, we discuss the key messages carefully in advance. Briefing journalists properly, with an understanding of their programme or publication, is essential too. Progress Communications supported the entire process and helped ensure accurate information reached the media. It required intensive communications advice on the spot among journalists, camera crews, photographers and presenters.
Since last week, the new coins may actually turn up in your wallet. Have you spotted one yet?
Beau
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