Following the viral circulation of a video which captured the death of African American man, George Floyd, at the hands of a white police officer, Shiloh PR was contacted by author, Dr Floyd Millen, who had written a book which he felt was completely fitting with the current news agenda. In particular around the Black Lives Matter movement and the relationship between policing and the Black community.

The book ‘Police Reform and Policing Accountability’, though not yet published was available for pre-order on Amazon.

Dr Millen appointed Shiloh PR to undertake a short two-week campaign, pitching him to the media as an expert voice to discuss the history of policing of the Black community both in the UK and the US.  

As a former adviser to the Metropolitan Police Authority and a criminologist, his detailed research in this area gave him an insight into an issue which was uppermost in the media as part of the Black Lives Matter campaign.

What we did?

Extensive media outreach to pitch Dr Millen as an expert contributor to discuss the situation, it’s historical context, and why an issue which took place in the US resonated so much in the UK. 

Our approach was to find the most suitable outlets likely to have the most significant impact, within the contracted campaign time. The aim for this was that our client would then be able to leverage opportunities generated directly by us, effectively.

Results included: 

Within days we were able to secure interviews on seven BBC regional radio stations, with some carrying out multiple interviews on mainstream news programmes as well as their specialist programmes.

We also secured an opinion piece and a longer-term columnist role for Dr Millen in The Voice Newspaper, inclusion in content in The Telegraph and also Huffington Post among others.

With Dr Millen’s profile being raised significantly as a result of the campaign, he has also featured on CNN