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interaction council

When the world came to Wales

In June 2015, the InterAction Council – a meeting of over 20 former world leaders - took place in Newport’s Celtic Manor, the same location as the NATO summit the previous summer. Our media relations campaign aimed to promote the event and its outcomes not only in Wales and the United Kingdom, but countries around the world.



  • Encourage UK-based print and broadcast journalists to cover the event
  • Provide media support to the event organisers
  • Monitor and report on the spread of the story across the globe.



What we did

  • Reached out to broadcast and print media in advance to secure a list of attendees. For security reasons, we had to keep a list of attendees, and man a media desk where journalists could check in at the event itself.  For journalists unable to make it to the event, we provided media packs to ensure extra coverage
  • Wrote and issued press material prior to, during, and after the event.
  • Co-ordinated broadcast and print journalists at the event. The primary objectives here were to ensure that the media got all the information they required, while causing minimum disruption to the event itself.
  • Provided support on the translation and distribution of media material on global news wire services, particularly in South America.
  • Collated global press coverage into a concise report, which contained each piece of coverage in chronological order, with the outlet it appeared in and the average circulation of said outlet.






  • A number of broadcast and print journalists attended, resulting in coverage on BBC and in numerous print outlets. Prior media relations work meant that a live interview with Baroness Jay of Paddington, the daughter of former Prime Minister James Callaghan, was secured on BBC on the morning of the event’s opening ceremony.
  • Our constant availability to the client – whether on the ground at the event itself or at our Cardiff office – ensured that we were on hand to provide media support and advice throughout the four day event.
  • After the event we were able to provide a coverage report with all of the broadcast, print, and online coverage from Wales, the UK, and other countries around the world including Nigeria and Greece.