PR Story and Content Development for L&Q

We helped housing association L&Q counter negative publicity about a new development with an authentic story about restoring a local landmark.

The Brief

Counter negative publicity about a local development.

L&Q had received a substantial amount of negative press about the purchase and property development of the site of Walthamstow Stadium, an old greyhound racing dog track. Controversy over the development had been fuelled by the iconic status of the building and local sentiment about the closure of the track before L&Q’s acquisition. To counter some of this negative publicity, L&Q wanted to show that it was making a positive contribution to the community.

The Solution

Dig below the corporate line to find an authentic story.

Great PR and cross-media take up begins with finding a great story, and we knew we’d discovered a gem. Our researchers found the authentic story hidden at the heart of the development – the restoration of an iconic landmark by a locally based craftsman.

Produce multiple video edits to match the demands of each channel.

As well as crafting a story that would be picked up by the press, we tailored the format of this content to match the needs of media outlets. This included video news releases (VNR) for broadcast news, cut packages for online news outlets such as the Evening Standard, and longer craft-focused films for targeting design publications.

With content already tailored to the requirements of these outlets, media outreach became significantly easier.

We also created several versions to suit L&Q’s own marketing activity across email, social media, and paid advertising. This customisation helped to extend the life of the content and ensured that it remained fresh when promoted to their audience across multiple channels.

Andy Cook working on the restoration of the Walthamstow Stadium sign
Our researchers found a local craftsman working on the sign
We sourced and captured interviews that were used by broadcast news

Watch: How L&Q turned the lights back on at Walthamstow Stadium

The Results

£124,000 equivalent media spend across broadcast, print and online media channels.

The story we crafted helped the sign’s lighting-up event make the and the ITV 6PM and 10PM news. The story also generated an additional 360,000 views on the ITV Facebook page – unprecedented when their reports generally see around 20,000.

Other key outcomes:

  • The Evening Standard used the cut video package to run on their site
  • Content picked up by a huge variety of publications, including national press, local press and trade press (both architectural and property)
  • News reach of 7.5 million

And perhaps most importantly, all coverage was either neutral or positive.

Logos of various media, including The Guardian, Evening Standard, and itv News


If you’d like to learn more about how ShootMedia can help develop PR stories for your company, just get in touch.