Shelley by Shelley Hull – Hornet Books
Midas PR’s sensitive campaign helps author tell the story of her personal battle with facial disfigurement
Founded in 2015, Hornet Books is an independent publisher which aims to bring the work of debut authors to a wider audience. Shelley was their lead title for Summer 2019 and told the inspirational and empowering story of the author’s battle with facial disfigurement
What they wanted us to do
Due to the complex nature of Shelley Hull’s story, Hornet Books wanted us to work very closely with Shelley to ensure that we created positive and sensitive messaging that would underpin the PR campaign. Shelley had also never had any previous media experience, so Midas were also asked to support her across print and broadcast interviews to ensure that the she felt comfortable and confident in sharing her story.
How we did it
We knew the campaign’s strongest angle would be Shelley’s personal story and so we focussed on securing interviews and written pieces that would allow us to influence how Shelley’s story was presented. Working alongside Shelley we spoke about the significant experiences from the book she would particularly like to talk about and used these to create talking points for interviews. We also used Shelley’s experience with facial disfigurement to position her story as part of a wider, more general conversation to tie in with the body positivity movement.
What we achieved for them
Shelley’s story was received fantastically well by the press. We chose Good Housekeeping as the glossy woman’s magazine to share Shelley’s story, resulting in a four-page interview and photo shoot. We also secured print interviews for Shelley across Woman, Chat, Take a Break and Yours. Alongside this fantastic print coverage Midas also secured an online interview in The Sun and a brilliant and poignant first-person piece in digital magazine Glamour. We also secured broadcast interviews for Shelley on Sky: Kay Burley Show, and with Talk Radio Europe.
“Midas secured TV and magazine coverage for Shelley. It was a PR campaign handled with a great deal of sensitivity due to Shelley Hull’s story. As a debut author Shelley wanted to both promote her memoir to the right people and increase her profile as patron of the Goldenhar charity. Both aims were achieved.”
David Roberts, Editorial Director, Hornet Books