This session brings together communicators from across different causes to share how they’ve secured media cut-through on difficult, taboo or polarising or uncomfortable issues. We’ll be drawing on real-world examples, including Hospice UK’s work around end-of-life care and the assisted dying debate. We will explore how to pitch stories editors want, manage reputational risk, and communicate with confidence when public opinion is divided.
Charlie King, Director of External Affairs at Hospice UK, will share how the hospice sector has approached the frenetic and fraught media and political debate around assisted dying. How can you get cut through on such a polarised issue? What’s the role of a charity when opinion is so divided? Charlie will share a few lessons and principles learned from the past 18 months. The talk will end with a Q&A with Charlie. Time to connect with your peers, using Zoom breakout rooms. Broadcast PR specialists markettiers will share how to achieve impactful media coverage on difficult topics, drawing on real campaign experience across the sector. Through a series of case studies, they’ll present clear, actionable insights to navigate the media landscape when scrutiny is high. The talk will end with a Q&A with a panel of specialists.
Gemma Pettman
moderator / host, CharityComms
Lauren Obeng-Owusu 
events and membership officer, CharityComms
Charlie King
director of external affairs, Hospice UK
Alex Blakemore
newsroom director, markettiers
Jess Lewis
director of client experience, markettiersGemma Pettman
moderator / host, CharityComms
With thanks to our sponsor:
markettiers is the specialist in broadcast PR, placing high-impact stories and interviews across TV, radio, and social media.
Our in-house newsroom – which has been securing coverage for over 30 years – is made up of experienced journalists and producers who deliver both reactive and proactive media relations. Given their close relationships with international, national, and regional media teams, they identify and secure relevant broadcast opportunities for our charity partners and respond effectively to daily inbound media enquiries, injecting voices into media conversations, ensuring every request is fulfilled. Alongside this, they drive proactive campaigns which spark new agendas that reach the right audiences at the right time.
Alongside broadcast expertise, we support campaigns with insight-led storytelling, designing and commissioning market research that generates strong news hooks and compelling narratives. By combining data, expert voices, and human stories, we help charities translate complex issues into engaging media moments that drive awareness, understanding, and action.
About the CharityComms PR Network:
CharityComms’ PR Network is for those working in PR and media in UK charities and not-for-profits. All members are eligible to attend.