Scottish Government Communications (PR) Delivered
Post on 05-Dec-2014
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Scottish Government Communications
Clare Smith Head of PR
+
Interim head of marketing
PR industry is at a crossroads
“Spin is dead. PR must step up and lead; open up and start talking about the issues that can really transform the
world.”Robert Phillips
Fight the right fight
No
Items 255
Mentions 255
Positive Mentions 247
Negative Mentions 8
Total PR Value £568,104
Circulation 42,736,408
Opportunities to See 60,717,218
Headlines 255
Photographs 97
Dashboard approach reports
Coverage by Topic
41%
6%
53%
CashBack
NKBL
ASB
Tracked Tone of Coverage
0
10
20
30
40
50
60
70
Month
No
of
arti
cles
Negative
Positive
Organ Donation 2011/12 Objectives
Drive registrations and increase the number of Scots on the ODR. Communicate the call to action to ‘Join the NHS Organ Donor
Register now’. Generate extensive media coverage to ensure PR makes a
disproportionate contribution to overall results.
Strategy and tactics Appeal to people’s common sense. Communicate that you are more likely to need an organ
transplant than you are to become a donor. Heighten the sense of urgency encouraging people to sign up now Target over 35s in order to increase the number of donors
available in the near future.
What we did Worked with News colleagues and the Health
Secretary Nicola Sturgeon launched the campaign in October at the Royal Infirmary of Edinburgh
Case studies – humanise the story Stakeholders
The Sun Tuesday 13th December, the front page screamed out
“Save a Life for Cole.” Cole Gibson was an amazing boy who was tragically killed in a car crash the month before. From the age of seven, he’d carried a donor card. Just two years later he was dead but his organs saved four people.
On day two, celebrities such as John Barrowman and Lorraine Kelly were urging Scots to give the gift of life this Christmas.
With a minimum of a double page feature per day, we furnished the paper with stories of eight brave recipients who told how organ donation saved their lives, together with the shared heartache and joy of four families who had lost children.
Outputs Truly integrated pan-campaign from the start PR far outstripped other disciplines in terms of
performance and cost-effectiveness: Generated two thirds of all text responses
across the three month campaign Delivered two and half times more text
responses than TV advertising, field marketing and direct mail combined
At £13.90, PR generated text responses were nearly 1000% cheaper than TV (£131.31)
Outputs Scottish Sun delivered at zero cost, produced
350% more text responses than a national TV advertising campaign achieved over three weeks. On this basis it would take 11 weeks advertising to achieve the same result
Our focus on ‘traditional’ media ensured we captured the over 35 audience
Outcomes – October – December 2011 PR = 1541 text enquiries, 73% conversion rate = 1125 validated new
registrations on the ODR Across all disciplines, 2246 text responses were generated with a 65%
conversion rate. This was compared to 786 over the same October-December period in 2010.
In addition PR generated a further 500 plus registrations via the phone and campaign website
Scotland now has 39.1% of the population on the ODR, breaking through the two million registrations mark, compared to 30% across the whole of the UK.
With extensive media coverage fuelling a PR value in excess of £795,000, our campaign delivered an extremely healthy return of 1:37.
Budget - £21,500 Text LIFE to 61611 to register with your mobile phone –
www.organdonationscotland.org
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