CASE STUDY

Ormiston Academies Trust (OAT)

A multi-academy trust seeking to raise its profile with all levels of stakeholder
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Client

Ormiston Academies Trust

Sector

Education

Services provided

Public Relations

The Situation

Ormiston Academies Trust (OAT) has a growing network of 38 primary and secondary academies across England. Many of its academies are located in areas of disadvantage, with a number in DfE Opportunity Areas, and coastal areas that score highly on the MHCLG Indices of Deprivation.

As one of the longest established Academy Trusts in the UK, OAT’s mission is to make the biggest difference possible to the young people it supports, both inside and outside the classroom. OAT sought our support to raise awareness of the outstanding work they are doing across six regions in England, with audiences ranging from national and local government, to parents, staff and the communities each academy is based within.

What we did

We have worked with OAT since 2013, boosting its growth and profile through a wide-ranging, integrated communications programme. We lead on positive PR for the Trust’s 38 academies, with local media being especially important, ensuring OAT is positively represented in the media that current and prospective parents trust most.

We work with OAT’s senior leaders and principals to generate good news stories, draft and agree press releases, and then issue them to media (local, trade and national where appropriate). We also regularly prepare articles for publication in Schools Week on behalf of OAT’s executive team.

For set-pieces, like exam results days, we lead on social media, and have media-trained many of the Trust’s senior leaders, so they can maximise the benefits of this annual news opportunity.

Stakeholder engagement extends to national and local politicians – including securing a visit from the then Prime Minister David Cameron – and communications with parents, staff and the wider community. We oversee all reputation management support, handling incoming media enquiries and leading on Ofsted reports, new schools, test and exam results, and staffing changes.

3D blue and white stack of books

The Result

All of our work is purpose designed to benefit the Trust’s growth, influence and appeal to parents and teachers

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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.