Launching a personal picture book from bestselling Adult Fiction author, Maggie O’Farrell
A powerful PR campaign to spotlight a personal story and build national momentum
18
pieces of UK national press coverage
7
pieces in Irish national media
6
broadcast interviews across UK and Ireland
3
features with specialist stammering organisations, STAMMA and Michael Palin Centre
Media relations
Campaign strategy & positioning
Trade PR and industry influence
The Brief
Leading children’s publisher, Walker Books, appointed Midas to launch a picture book by multi-award-winning novelist, Maggie O’Farrell, drawing on her own childhood experience of stammering. The objective was to build national momentum beyond literary circles and position the title as a key Christmas release.
The Work
We built a comprehensive PR plan with Maggie O’Farrell, her agent and publisher, anchored in messaging around lived experience. A proof mailing to top-tier media contacts drove early traction. We secured national press, weekend magazine profiles, broadcast interviews, parenting and literary media coverage, and partnered with specialist stammering charities on a Q&A event between the author and young people who stammer, alongside a bookshop event and targeted influencer coverage.
The Results
Our campaign combined high-impact media with heartfelt storytelling. We secured national press, broadcast and charity partnership coverage, connecting the author's story with families, teachers and children navigating similar experiences. We secured a major ‘Best Books of 2024’ listing, positioning the title within the Christmas picture book market.