Victoria and Albert Museum

We partnered with the Victoria and Albert Museum’s in-house communications team to support its Africa Fashion exhibition campaign.  The focus for Shiloh PR was reaching Black and African communities in the UK with a PR campaign that would complement the work of the V&A’s in-house PR team.

As part of this collaboration, we aimed to start a conversation about Africa’s fashion scene, its influence on Western fashion, the historic significance to the continent and celebrate the rich culture in a positive way.

The project involved focusing specifically on grassroots media outreach and consultation on influencers, invite lists and partnership/collaboration opportunities.

The project comprised of three main phases:

  • Morning press preview and VIP evening event in June 2022
  • Post-June launch event
  • October events Fashion in Motion and Wash Day

What we did

PRESS PREVIEW AND VIP EVENT ON 28 JUNE 2022

  • Compile list of specialist media outlets and Black journalists to be included in V&A’s invitation to press preview morning of 28 June.
  • Compile list of VIPs to be invited by V&A to the Africa Fashion evening launch event
  • Liaise with selected media outlets and journalists re invitation as well as circulating invitation directly from Shiloh PR to selected journalists.
  • Coordinate RSVPs for Shiloh PR direct contacts
  • Shiloh PR Directors attendance at events

POST JUNE LAUNCH EVENT

  • Compile list of potential influencers both formal and informal for V&A in-house Comms team for future invitations
  • Contact selected influencers to ascertain their interest in attending/visiting the exhibition
  • Issue press release for relevant specialist media
  • Liaise with select media outlets re coverage of the exhibition
  • Create social media posts and share/interact with social media posts related to the exhibition
  • Promote public opening of the exhibition across personal and business contacts

FASHION IN MOTION AND WASH DAY EVENTS

  • Issued media releases for Thebe Magugu’s first international fashion show as part of Fashion in Motion
  • Issued media alert to Black media to publicise the ‘Wash Day’ day-long event celebrating Afro hair.
  • Suggest relevant influential individuals and journalists to be invited to the fashion show

Results

Using Shiloh PR’s specialist media outlets data and insights into the communities, we were able to provide content and hooks for the media to write about the Africa Fashion exhibition, the V&A and those behind the exhibition.

Editorial, social and broadcast coverage was achieved via relevant grassroots and specialist/niche platforms, shows and accounts. From BBC’s regional programming aimed at Black audiences, through to social media posts from Influencers recommended by Shiloh PR.

Landed key messages and positive sentiment whilst broadening the audience for the V&A and projecting a positive and inclusive image.

Significant proportion of those recommended for guest lists or invites attended V&A Africa Fashion events.

Africa Fashion exhibition news clippings generated by Shiloh PR's work.
Screenshots of some of the social media coverage for the Africa Fashion exhibition

Black British Theatre Awards

Black British Theatre Awards

Shiloh PR was appointed to assist with publicity for the inaugural Black British Theatre Awards (BBTA) which was scheduled to take place in London in October.

The brief was to gain media exposure, establish brand awareness and to secure interest from VIPs/celebrities to attend and support the event.

What we did

In order to achieve the above, a number of strategies were employed namely, the use of traditional public relations activities, engaging the media via press release, emails and phone calls, using various social media platforms etc and supporting/facilitating media interviews at the event itself..

To this end, we issued a series of press releases to dozens of media outlets both trade, mainstream and those aimed at the BAME communities. covering:

  • Announcement of Wards
  • Call for Nominations
  • Announcement of Shortlisted nominees
  • Announcement of Host
  • List of Winners following the Awards

Results included

Broadcast media coverage from numerous radio and TV stations in London

Additional coverage in a number of publications including trade, mainstream and specialist magazines and newspapers.

Attendance from a list of VIPs including Shadow Home Secretary, Diane Abbott.

As a result of the success of this inaugural event, the BBTA was named as one of the Top 3 events of 2019 by the London Evening Standard.

JaQuel Knight being prepared for a TV interview

Urdang Dance Academy

Shiloh PR was contracted to announce JaQuel Knight as a new patron for the Urdang Dance Academy.

The choreographer is responsible for Beyonce’s iconic Single Ladies routine, in addition to her award-winning Homecoming performance at Coachella. He has also worked with Nicole Scherzinger, Little Mix and Britney Spears.

What we did?

Media outreach to secure coverage of the announcement and a five day workshop Knight would be leading at the dance school in London.

Results included:

Interviews in prime time entertainment news segments on BBC London and ITV London

Newspaper coverage – both print and digital editions.