Doddie's diary

Muckle Media was approached by Black & White Publishing to launch
Doddie’s Diary, the former international rugby star Doddie Weir’s third book.

Challenge

Muckle Media was approached by Black & White Publishing in 2021, to provide public relations support on the launch of Doddie Weir’s latest book.

The client’s objective was to generate national and broadcast media coverage and cut through the noise of Super Thursday, the busiest date in the publishing calendar.

Strategy

To promote the launch of Doddie’s Diary Muckle Media took on a multi layered approach to running a proactive press office.

While prioritising in person interviews for broadcast opportunities as well as select key titles, Muckle Media used the sporting calendar to help create more Q&A opportunities for print publications. 

As international rugby started up for the year Muckle Media were able to secure more opportunities as Doddie could offer his thoughts on the upcoming matches while having the chance to further promote the book.

Results

From pitching the initial release and following up offering new angles to help promote the book, Muckle Media secured 21 pieces of coverage across broadcast and national media outlets.  

Coverage totalled with a print circulation of 1.3 million, 622k online coverage views and 450k broadcast listenership.

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