Last month, we worked with Innovate UK to host a grand media training session for the winners of the Innovate UK Women in Innovation award. These incredible innovators are tackling critical social, environmental, and economic challenges, creating a strong pipeline of women-led businesses for future investment.
Our training was comprehensive and tailored to the participants' needs. It focused on social media and PR to prepare the winners for their imminent launch, equipping them to promote their businesses beyond the programme. It also ensured they could effectively relay key announcement messaging during interviews and across their online communications. Delivered in person at our office, the training also provided an opportunity for the awardees to network with their fellow winners, and colleagues from Innovate UK and Four.
Beyond the media training, we worked closely with Innovate UK and DSIT teams to secure impactful media coverage.
Our media strategy kicked off with a print exclusive in The Observer, followed by one national release, 12 regional releases (covering every nation and region of the UK), and 20 tailored pitches. The result was extensive media coverage, with a whopping 79 items to date, including 16 national features and more to come, showcasing the achievements and stories of these remarkable women.
Richard Roberts, Marketing Lead at Innovate UK, said: “Four delivered an effective and far-reaching announcement campaign, which benefited both Innovate UK and our trailblazing award winners. Beyond the training and media coverage, I value Four’s flexibility, responsiveness, and ability to build trusted relationships with our awardees and stakeholders.”
In conclusion, training and capacity-building are crucial for effective communication. By empowering these brilliant, innovative women, they told their own stories and made a positive impact.
Learn more about the Innovate UK Women in Innovation winners here.
Anne Clarke
Chief executive, government