PR Matters conducts the first-ever PR campaign for the Australian Prune Industry
This month we were delighted to present our campaign report to the Australian Prune Industry Association (APIA) for their inaugural PR campaign.
Much maligned and misunderstood, the humble prune - which is indeed a dried plum - was long overdue for an image tweek. We challenged Australia's key food and health media to go plum crazy about Aussie-grown prunes because they're a seriously delicious superfood, packed with nutrients and antioxidants and we provided them with some seriously great recipe ideas.
Then in February of this year, we took 20 leading food editors and journalists to Griffith for the day to learn all about the Australian prune growing industry. They met with farmers, saw the harvest take place, ate local produce and learned all they could about this growing industry in one short day.
The result was coverage in print media, online and on radio that reached over 12 million Australian magazine and press readers and countless more online.
