Strategic PR and communications expertise supports ambitious growth plans

Categories: Sustainability

Client: Willshee’s Waste and Recycling
Focus: Providing strategic PR and communications counsel and expertise to support ambitious growth plans.



Willshee’s is an established, successful family-owned recycling and waste management company based in Burton-on-Trent employing over 100 people. The business has ambitious growth plans, is investing significantly in new technology and people. FCM has created and continues to manage a PR and communications strategy to support its growth plans, primarily up weighting its engagement with key stakeholders including customers, employees, government, community and local media.


  • Following a detailed discussion with the managing director and key members of the leadership team, FCM created a strategic approach to meet the needs and budget of the client, including:
  • Leadership workshop: To create the strategy FCM facilitated a half day workshop with the Willshee’s Leadership Team. This workshop allowed us to explore and understand the business priorities and target stakeholders, channels and messaging required to support the company goals.
  • Content strategy and plan: FCM then created a PR and communications plan that supported Willshee’s commercial goals, including new customer and employee communications channels and a bank of stories. Content is issued across owned and earned media.
  • Trusted advisors: FCM meets with the leadership team each month to review achievements and plan for the next month. This is time set aside for the Willshee’s team to focus on communications with the support of the FCM team.
  • Results

    • The Willshee’s team has a forwarding looking commercially focused PR and communications plan and new channels in place to support the growth of the business.
    • The development of a well-resourced content bank has up-weighted Willshee’s presence in the local and trade press (print and online) and across social media.


    As a business that is growing fast and with big ambitions for the future, we needed to upscale our marketing and PR. Having started working with FCM, our profile has increased significantly and we are now collaborating together to achieve our internal and external communications’ goal. 


    Dean Willshee, managing director of Willshee’s Waste & Recycling

    Media Coverage

    Midlands Insider – 22nd May 2019 – Waste and recycling firm wins Hobbycraft contract

    Skip Hire Magazine – May 2019 – Willshee’s to help Hobbycraft get greener

    Love Business East Midlands – 3rd May 2019 – Willshee’s to help Hobbycraft get greener – 30th April 2019 – Willshee’s take on new operations manager

    Greater Birmingham Chamber of Commerce – 24th April 2019 – Waste firm recruits operations manager

    Skip Hire Magazine – 18th April 2019 – A touch of frost for Willshee’s