Positioning the EAT Stockholm Food Forum in global media

Challenge: For the fifth time, the EAT Stockholm Food Forum convened more than 600 high-level delegates from all over the world for a two-day conference on how to transform the global food system for a more sustainable planet. EAT engaged Leidar to help position the EAT Stockholm Food Forum 2018 and its key themes in both Norwegian and international media before and during the event.

Solution: Through a strategic media relations approach, Leidar targeted over 650 global journalists covering related issues. Outreach included invitations to attend the event as accredited media, to cover the event remotely through live-stream and interviews with EAT and the speakers. The result was 119 articles about the Forum, including four front page articles in the Norwegian media and international media coverage in more than ten countries. 46 journalists covered the event on-site from 14 countries. We also worked closely with the EAT partner network to help the partners communicate proactively about the event and enable them to speak to the media. More than 20 blogs and articles were published through the network.

Photo: Johan Lygrell

Leidar played a central role in the implementation of the media strategy for the EAT Stockholm Food Forum 2018, supporting the development of a tactical outreach plan, targeting relevant media, coordinating media relations efforts across EAT’s partner network, building relations with journalists and pitching story ideas. During the forum they were proactive and solutions-oriented, providing us with valued support in handling media. Leidar’s efforts contributed to the forum receiving wide international press coverage.

– Marianne Stigset, Director of Global Engagement and Communications at EAT