When PR Is About Responsibility, Not Headlines

Public relations often gets mistaken for noise.

In practice, it’s closer to logistics. Timing matters. Judgment matters. Responsibility matters.

During my time working with Coleraine Business Improvement District, I led much of the digital delivery, including public relations. That work resulted in material appearing across Northern Ireland publications, both local and regional. Not through hype, but by supplying content that was ready to use.

The biggest challenge I faced was leading PR for the Hannah Scott homecoming.

This wasn’t a campaign you could rehearse twice. It was a single moment, unfolding live, in front of thousands of people. Coleraine BID largely led the outdoor event, supported by Causeway Coast & Glens Council. My role was to make sure the digital and media side worked quietly and correctly.

I distributed media content before and during the event. I provided photography and videography throughout the day. I created graphics for the big screen on stage. I managed live digital assets across BID platforms.

We also brought together welcome home video messages from well-known figures alongside local voices. Just as importantly, we captured messages from Hannah’s mum and dad. Those moments grounded the entire day.

Thousands of people lined the streets of Coleraine. Across BID social channels and one of our publications alone, the videos reached hundreds of thousands of views and generated thousands of reactions.

It remains one of the most significant events Coleraine Business Improvement District has ever led.

Good PR doesn’t try to be noticed. It tries not to fail.

https://www.triovia.com/coleraine-business-improvement-district