The Recycling Association splashed across national media

BBC website Recycling Association story

There was amazing coverage yesterday for our client The Recycling Association and how it had picked Pringles and Lucozade bottles as among the least recyclable packaging in the UK.


The Recycling Association chief executive Simon Ellin appeared on BBC Breakfast on BBC 1, was interviewed on BBC 5 Live Breakfast (clip here and it was also one of the main stories on the BBC website (, and was the second most read story for 18 May 2016. Simon also appeared across a number of local radio stations.


But it didn’t stop there, the story was also picked up by the Press Association, the Guardian (, the Independent (, ITV News ( and the Evening Standard (


Well done to Simon for all his efforts and for spreading the Quality First message for recycling.

Technical PR: the importance of understanding

Hanicke Robins Sanderson technical PR


It’s been a busy few months her at HRS Towers. Which is a good thing. And the technical nature of our projects has got us thinking: can technical PRs ever match the creativity that a PR generalist can bring?


Our answer is a resounding YES.


Technical PR doesn’t = boring. In fact, quite the opposite. It often requires more creativity to unpick the detail and confidently reconfigure it into a new, more engaging shape.


Our first year as a bona fide agency has provided us with some interesting technical PR and event opportunities, working on subjects as diverse as autonomous vehicles, industry 4.0 and robotics and electric powertrain shipping solutions as well as within our recognised comfort zone of recycling, waste management and all things environmental.


New technical PR clients have included The Recycling Association, Vanden Recycling and Visedo. On the events front we’ve completed two in Liverpool and are now planning several more in London for 2017.


Techical PR essentials

How have we helped clients most? Probably through our no-nonsense approach to techical PR which has enabled us to provide the necessary combination of strategic and creative communications advice, on the ground support and technical understanding.


And that last point is key: the technical nature of the landscape that we work in makes this difficult terrain for non-specialist comms advisors. While we don’t claim to know everything about recycling, waste management, automotive or powertrains – we know more than your average bear. And that means we can quickly identify and exploit media and event opportunities, getting technical PR campaigns out of the starting blocks without that typical bedding in period that might othewise be expected.


We also have the nouse to know when to challenge ‘techy traditions’ and when to leave well alone. We’ve seen what’s gone before, know the language, and understand the industry etiquette – and will take all of these into account when preparing technical PR campaigns.


This has most certainly paid dividends for our current clients, creating awareness through print and online media outlets and providing access to key influencers and bubbling industry-specific debates.


Indeed, after just a couple of weeks’ work, one client was already reporting that the ‘word’ was getting out, with their business development teams already enjoying the benefit of  being better known. That’s certainly an objective ticked (although not ticked right off!)


Of course, there are benefits from gaining a new perspective from someone outside of your sector – but in our experience those are outweighed by the advantages of an inbuilt industry shorthand which provides objective meeting shortcuts.


Regardless, creativity is a given.


Author: Adrienne

Adrienne Robins


Sometimes it’s good to judge

Recycling frog

Adrienne yellow

By Adrienne

Those of you who already know us here at Hanicke Robins Sanderson will know that we have strong links with the waste management and recycling sector. Now, there’s a bit of an urban myth that goes something like this:

once you get involved in recycling, you’re in it for life’.

Which certainly seems to be my story.


My recycling journey started when I was commissioned to write for MRW, many moons ago. I then hopped back PR-side, working in-house for the now (much missed) Aylesford Newsprint. A couple of agencies, and many recycling, circular, energy, renewables, etc, etc clients later – here I am working with Paul and Kirsty, setting up our exciting new events-focused agency.


Hanicke Robins Sanderson is not sector-specific. We’re B2B specific. And we’re specifically creative. But we’re not exclusive to recycling – or any other sector as it happens. We like to share our comms skills far and wide and shake things up a bit.


Recycling plastic

But recycling is always there. I hope it always will be.


And so you can see why I was happy to once again be invited to be a judge for the 2016 National Recycling Awards, which I of course accepted immediately. Last year’s judging interview sessions were really impressive, and I’m looking forward to more of the same next May.


So start writing your entries, becasue I’m sharpening my judging pen in readiness.


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