An integrated PR launch

Girls’ Attitudes Survey:

An integrated PR launch

Kim SandersPR Manager

Girlguiding

@kimmyksanders

@Girlguiding

Who is Girlguiding?

Leading charity for girls and young women in the UK

• Over half a million members

• For girls and young women age 5-25

• Four sections - Rainbows, Brownies, Guides, The Senior

Section plus 100k volunteers

• We are for all girls

• We give girls their own space

• We give girls a voice

• We change as the lives of girls change

• Ground-breaking annual survey of girls’

opinions.

• Enables us to discover what motivates and

constrains today’s girls.

Girls’ Attitudes Survey

Respected research

Five year study

Tracked trends

Authentic engagement

Informs programme

Also a great news hook but…

• Breadth of research

• Gives girls a voice on their experience

• Simple message/theme

And now for some stats…

• Seven national broadcast hits, 13 national

print/online, 17 regional broadcast, 21

regional/local/print/online

• Sky, BBC Breakfast, CBBC Newsround, BBC

World Service, BBC Radio Five

Live, Guardian, BBC

Online, Telegraph, Independent, The

Times, PA, Daily Mail, Huffington

Post, Buzzfeed, Closer, Working Mums

magazine, SecEd, etc, etc.

Traditional gets social #GirlsAttitudes

Creating a buzz

• Shareable nuggets

• Prepped private publishers

• Shareable media

• Further collateral

Making it work for social – and own it!

Prep your private publishers

Short and tweet

Don’t forget your stakeholders

And then?

• Instagram

• 15 second

interviews

• Twitter takeover

• Twitter fall

• High profile

engagement

• Engaged debate

Questions?

[email protected]

@kimmyksanders