Client: Fleur Robinson

Focus: Managing growing leadership profiles

The background

Burton Albion Football Club continues to thrive in League One of the English Football League and at the helm of the commercial side of the business for many years has been Fleur Robinson.

Commercial director Fleur Robinson has been involved in the club nearly all her life and testament to her experience and achievements, in 2016, she was appointed as a Council Member of The Football Association. This appointment increased Fleur’s profile significantly and FCM was delighted to be selected to provide flexible PR consultancy services in 2016.

Over the last four years, FCM has provided services including media relations, copywriting, media training and photography.


  • FCM created and evolved a media toolkit compiling all collateral required to seek proactive media opportunities including: a message ‘house’ and proof points, profile copy, feature copy and photography.
  • PR planning to capture the priority areas to execute.
  • Sourcing opportunities to take part in industry events and give opinion.
  • Arranging exceptional profile photography.
  • Providing media and communications training to build awareness of what makes a good story and how to prepare for and take part in media interviews.

The results

  • The client’s profile has been raised significantly, featuring in a number of news and feature articles in target publications.
  • BTEC identified Fleur as an ambassador after seeing a piece of coverage secured by FCM. FCM negotiated a deal for the client who has since presented an award at the BTEC national ceremony and her profile and film appears on BTEC’s website alongside Peter Jones, also an ambassador for BTEC.

In the media

Fleur features in a number of high profile articles and campaigns including YouTube as a BTEC Ambassador, sharing her story on the Women in Football network website and appearing in a well-deserved article about inspirational women in My Weekly magazine.

She has also commented extensively in Greater Birmingham Chamber of Commerce magazine, Derby Telegraph, Burton Mail, BBC Radio Derby and various Midlands online business media.

A word from the client

“The FCM team has successfully raised my profile to a wider audience over the last three years.  More importantly the team continues to add great value to many aspects of my world, whilst developing new links to support our business growth.  I’ve seen FCM grow over the last two years and every associate I have worked with has been an expert in their field and delivered an exceptional level of service. I have no hesitation of recommending FCM for anyone looking for PR and Communications support”.


Fleur Robinson, Commercial Director, Burton Albion Football Club

If you require retained, interim or project based PR or Communications support please get in touch for a free no obligation chat.