The authority on
record-breaking attempts, Guinness World
Records, has launched a paid-for, in-house PR service for event
To complement its
Adjudication Service, the service will support event organisers who invite a
Guinness World Records official
to verify their record attempts in the UK, Ireland, US and Canada, starting
“We’ve seen a growing need
in publicity support from our claimants, who realise the marketing value in
organising an attempt, but lack right expertise to publicise the event,” says
head of adjudications, Andrea Banfi.
Banfi adds that, although “the underlying motivation for wanting to
break a world record differs vastly among organisers, most companies turn to
record attempts as a way to raise awareness of products, charities or other
Between 2008 and 2009, the
number of adjudications grew by 44 per cent in the UK and 98 per cent in the US.
Components of the service
will include press release writing, distribution, pitching, social media
outreach and press management.
Guinness World Records was first
published in 1955 and is now distributed in over 100 countries and 25 languages.