CASE STUDY

Education & Employers

Organising a high-profile media launch for a charity’s research report
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Client

Education & Employers

Sector

Education

Services provided

Public Relations

Social Media Management

The Situation

Education & Employers is a charity that connects primary schools, secondary schools and colleges with employers and volunteers, who work together on a range of in-school activities that can improve the futures of young people. The charity had undertaken a large research project, Drawing the Future, looking at the career aspirations of primary school children. We were asked to support them in promoting the final report and its findings.

What we did

We organised a media launch and social media campaign, focussing on the most newsworthy findings from the report. We prepared broadcast packages for national media, ensuring they had easy access to spokespeople from the charity, partner schools, and children and teachers who had taken part in the research. Underpinning this was access to experts from Education & Employers who could discuss the significance of the findings.

The Result

We secured widespread national and regional broadcast and print coverage, including interviews on BBC Breakfast, Sky News and Channel 4 News. Local and regional radio coverage was similarly extensive, with a spokesperson from the charity participating in seven BBC local radio interviews, and further interviews for representatives from the charity and local schools on other regional stations.

On social media, our campaign helped to create a huge amount of engagement with the report and encouraged more people to sign up as volunteers for Education & Employers – offering their time to speak to young people in their area about their career options.

There was a dramatic increase on the analytics across all of Education & Employers’ social media channels involved in the campaign, with more than 121,000 impressions overall.

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PLMR’s crisis communications experience is second to none, and includes pre-emptive and reactive work across traditional and social media channels. We work with a range of organisations to offer critical communication support when they are faced with difficult and challenging scenarios.