PR to arrange media interviews - press and broadcast

Our client has a PR opportunity which was not planned and therefore not resourced. Has short lead times so need fast help.

Overview:
• Client: We have worked with client for 6 months creating and implementing their branding and online strategy/presence and been exposed to low level PR opportunities. This PR opp. was raised Friday 27th.
• Market: Client is a registered charity, looks after retired army, police and household cavalry horses
• Event: The retirement of 8 high profile horses (5 x army horses & 3 x from Household cavalry). The horses will be handed over to the client by high ranking officials from cavalry and army in a ceremony. Several of the horses have interesting backgrounds and USPs such as ‘busiest service horse in history’, ‘3 x times Olympia services champion’, ‘jubilee serving horses’ so salable story with horses and officials.
• Who: The Client CEO, is well known with the local, trade and some national press and broadcast media. CEO will manage the event and receive the horses
• What/Target audience: It is the handover on Friday 3rd August that we need to promote to the media. We have recently gained coverage for the client on local BBC broadcast tv, local radio and press and the client charity is a local favourite. We need a PR resource to basically hit the phones and use existing broadcast and media contacts to pre-promote the event and gain commitment for the media to cover. Broadcast is the key opportunity because of photo opps with the handing over and high ranking officials. There is also an Olympic angle : the use of horses at the Olympics by mounted police and London security by cavalry and army and ex horses that filled this role that client now looks after.
• Time: I imagine it will be a 1-2 day phoning round activity for a quality, freelance PR
• When: Event is on 3rd August. Calling needs to start asap.