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Behind the headlines: getting your charity’s story into the news


8 December 2016

This conference featured an array of behind-the-scenes insights from the campaigns that hit the headlines this year.

Our speakers revealed how they planned and implemented strategies for propelling their charities’ stories into the news. We focused on three key areas: planning, implementation and tactics, and evaluation.


Lightning talks                                               
Our conference opened with five short, inspiring case studies from speakers who have propelled their charities into the news.

Designing a successful viral challenge campaign
Amy Brett-Schneider, head of communication, Combat Stress

Using hard-hitting imagery to get into the news
Richard Grange, head of news, ActionAid

Finding the story in your data
Jess Owen, media and PR officer and Patrick Pringle, senior media and PR officer,
Macmillan Cancer Support

Using regional media to run targeted PR campaigns
Matt Whitticase, media and communications manager, Lucy Faithfull Foundation

How The Milk of Human Kindness went viral
Henry Hitchcox, creative agency founder, Jungle Creations

1a. Making your research hit the headlines   
Leigh Marshall, head of communications, NatCen

Handout: Research proposal template

1b. Using newsjacking to get media coverage          
George Ames, ‎head of activation, ‎Forster

1c. Five of the best PR campaigns from 2016
Ruta Sudmantaite, business development manager – charity Sector, Mynewsdesk UK

2a. Everything is NOT awesome: how Greenpeace made the headlines using creative video
Ellen Booth, campaigner, Greenpeace UK and Joe Wade, CEO and co-founder, Don’t Panic

2b. How to keep your ongoing campaign fresh
Bex Couper, media and communications manager and Janet McKechnie, marketing manager, Drinkaware

2c. How to create maximum impact with an awareness raising campaign on a small budget
Athena Lamnisos, CEO, The Eve Appeal

3a. What to do when your charity hits the headlines for the wrong reasons        
Jack Rowley, head of media, Charity Commission

3b. Evaluating your campaign: what does success look like?
Zena Ambrose, head of media, Diabetes UK 

3c. Working with partners to amplify your message: launching #IAMWHOLE
Andrew Mortimer, communications manager, YMCA and Martha Robinson, head of communications and engagement, NHS Brighton and Hove Clinical Commissioning Group