CASSIE KING COMMUNICATIONS
Cassie King Communications has been born from my two passions - writing and horticulture.
My services include media liaison, press releases, feature and copywriting, flower show and event support, horticultural how-to guides, blogs and product/plant descriptions.
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I currently work as the sole PR lead for British Garden Centres, across it's 72 stores and freelance for other leading garden industry brands.
ABOUT ME
The face behind the words
From a very young age, I have always had a love of writing and nature. Having studied Journalism at the University of Leeds, I knew that creating engaging copy and helping tell a story was my true vocation.
I have been in the garden industry since 2011, spending six years with the Horticultural Trades Association, doing the PR for its members and promoting the HTA as the voice of the industry. This exposed me to so many aspects of the garden industry from retail to landscaping, growing and breeding to manufacturers and suppliers.​ I have also worked at Hornby Whitefoot PR leading its garden portfolio as Account Director, a Content Writer at Westland Horticulture, and the PR Senior Associate for Woodlodge Products.
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My specialities lie in both trade and consumer PR, creating engaging press releases, writing feature articles and using my journalistic skills to create insightful content for different audiences. I also have horticultural knowledge having studied for my RHS Diploma, as well as having an impressive contact book of key garden industry stakeholders and journalists.
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I have extensive experience in events, including managing and promoting show gardens at flower shows. This includes project managing the 'Love Your Plot' roadshow and coordinating four gardens at the 2016 RHS Chelsea Flower Show with Peter Seabrook and The Sun, which won a Silver Gilt Medal.​ I’ve also managed presence at an diverse range of events, both trade and consumer. My responsibilities included overseeing logistics, stand build, budgeting and team management at Spring Fair, Garden Press Event, RHS Flower Shows, Gardening Scotland, BBC Gardeners World Live, HTA National Plant Show, APL World Skills UK, Glee, and CarFest.
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EXAMPLES OF MY WORK
Key Achievements
FEVERFEW GARDEN COMPANY LAUNCH
Feverfew Garden Company approached me to work do freelance PR when the business launched in June 2023. In less than 6 months, I achieved coverage for Feverfew in consumer titles such as Modern Gardens, Country Living, Daily Express and placed its Ladies Gardening Gloves into BBCGardenersWorld.com where they won Best Buy.
BRITISH GARDEN CENTRES
My freelance career began when I was asked to manage the PR for the UK's largest family-owned garden retailer, British Garden Centres. I now work as the sole PR lead across the group's 72 stores.
This includes trade PR in garden, gift, business and pet titles, raising the profile of each garden centre in its local press and placing expert comments from the BGC family in consumer titles including national newspapers such as The Sun, The Independent and The Guardian, home and lifestyle publications including, Amateur Gardening, Ideal Home and Period Living, as well as core gardening titles.
GARDEN CENTRE RETAIL MAGAZINE
I write regular monthly features for one of the garden industry’s leading trade publications. Topics have included the peat-free debate, diversification, loyalty schemes, health and wellbeing, staffing and HR issues in the sector, benefits of retail concessions and the growth of buying groups. Using my contacts within the industry, journalist skills and copywriting, I have produced well-written and insightful content for print and online.
WOODLODGE PRODUCTS
Woodlodge is the UK’s leading supplier of garden pots, decor, furniture, and sundries, supplying over 2,000 garden centres and retail outlets nationwide. I continue to freelance for the business offering adhoc PR support.
In my previous role working at Woodlodge, I worked on trade and consumer PR, drafting press releases, comments, and award entries, arranging product placements on prime-time TV, producing monthly coverage and reach reports, as well as liaising with journalists and producers.
I also provided written content from concept to creation for all brands under the Woodlodge umbrella, including Honey & Wild, Root Indoor, Down to Earth, Water Studio, Emberwood, and Snowlodge.
WESTLAND HORTICULTURE - MARSHALLS GARDEN CATALOGUE AND MAILERS
During my time at Marshalls Garden, I was responsible for copywriting all horticultural product descriptions for 164 page catalogue that was mailed out to customers.
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I also authored a Spring Bulb Guide, managing the flatplan for a 24 page mailer booklet and the online content.
HORNBY GEORGEÂ PR
I freelance for Hornby George PR, an agency representing everyone from suppliers to retailers, trade associations to charities, and key industry events.
Since 2017, I have worked across the agency’s garden and home portfolio which included Glee, GIMA, Johnsons Lawn Seed, Deco-Pak, Pawbo, Greenfingers Charity, Garden Re-Leaf, Ecofective, Hillview Garden Centres, Briers, LifestyleGarden, Primeur and Peter Beales Roses at Chelsea 2024
HORTICULTURAL TRADES ASSOCIATION & THE SUN FLOWER SQUARE
Project & PR Manager for The Sun Flower Square made up of four different show gardens at RHS Chelsea Flower Show 2016 to represent the industry on behalf of Peter Seabrook and The Sun. Proud and honoured to be Silver Gilt medal winner.
I coordinated 120 companies with plants, products, and logistics, and recruited and managed 50 staff over show week. The exhibit had the largest number of new plant introductions ever seen in a UK Show garden (40). Peter Seabrook hailed this as" the greatest industry collaboration ever seen at Chelsea."
CLIENTS
I have worked with
BRITISH GARDEN CENTRES
HORNBY GEORGE PR
GARDEN CENTRE RETAIL MAGAZINE
HORTIPAK
FEVERFEW GARDEN COMPANY
WOODLODGE
CHOICE MARKETING
G PLANTS
