PR agency stars in critically acclaimed documentary

Produced by award-winning filmmakers Park The Bus, Going To The Dogs deep dives into the sport — which was once the UK’s second most attended behind football – and its present day operation. 

The 90-minute production is the result of 18 months of extensive behind the scenes filming which offers a never-before-seen insight into the lives of the 7,000 plus people employed by the sport, and those who are opposed to it. 

Among the stars is Shaun Reynolds of award-winning PR, marketing and video agency Fortitude Communications. 

Shaun’s role in the documentary details his responsibility as a PR and marketing practitioner operating within the sport and his wider enthusiasm for greyhound racing which was born from his grandfather’s position as a prolific owner and trainer in the 1980s. Dubbed as greyhound racing’s answer to Drive To Survive by industry experts, Fortitude managed filming logistics in locations across Oxfordshire and the county’s surrounds to bring the end production to life. 

Fly on the wall content 

“This was a truly unique, and one-off, experience,” said Shaun. 

“As a PR and video agency, we are accustomed to cameras through our own client work and engagement with colleagues in television. 

“But this production took it to a new level, with the film rolling constantly to achieve that fly on the wall content the production team wished to capture. 

“The end result is a fantastic, and well balanced, insight into greyhound racing’s present day operation which profiles every aspect of the industry which we have represented for more than four years.”

The production has already been critically acclaimed in several national news outlets and is due to be available on-demand in the new year. 

It formed part of Fortitude’s ongoing work with the industry to drive footfall and awareness with clients including Arena Racing Company – the UK’s largest racecourse operator – the Greyhound Board of Great Britain, Towcester Racecourse, the English Greyhound Derby and Oxford Stadium. 

Industry experts

Greg Cruttwell, Founder of Park the Bus and Director of Going To The Dogs, added: ​“I had a fascinating time creating the documentary. 

“Greyhound racing was formerly the second most popular sport in the UK, and I wanted to document if the sport has a future. 

“I couldn’t have made the film, which was an 18-month labour of love, without the crucial contribution of Shaun Reynolds and Fortitude Communications. 

“Shaun and Fortitude provided me with a way into the sport, introducing me to many key faces within it – trainers, owners, promoters, vets, osteopaths, bookmakers and ambassadors. Shaun also featured heavily in the film, speaking eruditely about greyhound racing’s history, where it is today and what it needs to do if it’s to have a future. 

“I can’t thank Fortitude enough for his help and support.” 

Founded in 2017 by former Oxford United managing director and Daily Mirror journalist Greig Box Turnbull, Fortitude specialises in PR, marketing and video production. Its clients operate across a range of sectors, including sport, charity, corporate, hospitality, healthcare and sustainability. The agency’s services extend to media relations, social media, copy writing, photography, drone and media training. 

Going To The Dogs will be available on demand online in the new year.