Our brief is to deliver Mitchells & Butlers Press Office which was outsourced to spottydog in October 2016.
As a FTSE 250 company, operating a host of famous restaurant and pub brands, the Mitchells & Butlers Press Office typically responds to over 300 media enquiries and filming requests a year. Our role is to provide 24/7 operation of the Press Office to support the organisation in response to reactive media requests.
Media requests can cover a range of issues including food sourcing, nutrition, food safety, responsible alcohol retailing, employment issues, legal, security, loss of life, community issues and trade communications.
To deliver a rapid response to media enquiries the brief requires the spottydog Press Office team to have a deep understanding of Mitchells & Butlers business. This includes knowledge of the businesses, brands, operations and people, in addition to working closely with the in–house internal communications team to ensure messages are aligned.
In response to our brief, spottydog assembled a core team of senior PR professionals experienced in delivering press office, corporate and crisis management activity.
We have created detailed documentation of all Press Office operating practices to ensure robust and consistent processes of operation 24/7. We developed an implementation plan to onboard spottydog toMitchells & Butlers through a series of presentations to the internal stakeholders, including the legal, human resources and security teams. We created a dedicated 24/7 media hotline number which utilises cloud telecoms to enable diversion to the appropriate on-call Press Officer.
The transition from an in-house team to an outsourced provider has been seamless, and the resource has been flexible enough to accommodate scenario planning and corporate issues management alongside the day-to-day press office management, monitoring of press activity, out of hours PR support, reactive enquiries and proactive trade media relations.
By reviewing legacy Press Office operating systems we have streamlined processes, improved flexibility of team members and provided a more proactive, strategic service.