PR moments: using cultural trends and seasonal events to make the news

PR Network
12 March 2019
09.30 - 11.30
Free and exclusive to CharityComms members and corporate partners

To ensure as many organisations as possible can attend, there is a maximum of:
- two places available per organisational member
- one place per corporate partner

This venue is wheelchair accessible.

British Heart Foundation
Greater London House
180 Hampstead Road

This event is now fully booked. To be added to the waiting list, please email Sarah Cutress.

We’re spoilt for choice. From World Statistics Day (it’s real) to Love Island – with so many cultural trends and seasonal events popping up all over the place, we have plenty of opportunity to make a PR moment. And it doesn’t need to cost the earth.

In fact, it can be a great way for charities that can’t afford to spend their way into the public consciousness to generate word of mouth quickly.

This event will be packed with inspiring quick-fire presentations from on-trend organisations sharing tips and telling us what they did, how they did it and the results they achieved.

On the agenda:

  • Authentic storytelling: the video diary project. In December 2017, there were 128,000 homeless children living in temporary accommodation with their families. Shelter set out to capture rarely-seen footage of what daily life is really like for the families living in emergency B&B’s and hostels. With a tiny production budget, they gave camcorders to several families to film their own journey. Kimberley will discuss the result: four powerful films watched by millions and a PRCA award for ‘Best Use of Video in a Campaign’. Kimberley Carter, media manager, Shelter
  • Jumping on the Love Island bandwagon. Last summer, Europe’s biggest nature conservation charity, the RSPB decided to publicly back Love Island favourites Jack and Dani to win. After Jack wowed the nation with his wildlife knowledge in the Love Island villa, the charity’s PR team thought it would have a bit of fun and try to reach new audiences by jumping on the popular TV show’s bandwagon, surprising (and annoying) a few people along the way. Emily Kench, communications officer and Gemma Hogg, media relations manager, RSPB

  • Brightening Blue Monday with a round of funniest phone calls. Every Blue Monday the RSPCA looks back at the funniest and weirdest phone calls they’ve received over the last year. This year resulted in pieces on the Mail Online, Metro, Daily Express, Evening Standard and numerous regional sites. Amy will share what they do and the impact it has for the charity. Amy Ockelford, senior press officer, RSPCA
  • Homeless in a heatwave. With the UK experiencing it’s hottest summer on record the year’s first heatwave was very much in the news, Homelessness charity Evolve and Amazon PR jumped on this opportunity to highlight the risks the heat posed to rough sleepers, and how the public could help. Kate and Jo will discuss how they achieved a media reach of 18 million, and the lessons for other charities who want to make the most of a seasonal event. Laura McLellan, head of business development, Evolve Housing + Support and Kate Beard, account director, Amazon PR

  • Reversible poems. Refuge, the UK’s largest domestic violence charity, created a series of menacing poems that tell the story of women and children who have experienced domestic violence at Christmas.
    Read one way, the poems tells the story of a whirlwind romance, but when read in reverse they depict the terrifying reality of living with a perpetrator of domestic violence. The campaign achieved over a billion media impressions and successfully raised awareness of domestic violence. Better still, it let victims know that Refuge can provide the support they need to escape and rebuild their lives; over 27k women reached out in just three weeks. Lisa King, director of communications and external relations, Refuge

  • Wear a Waistcoat Wednesday. Bloodwise launched Wear A Waistcoat Wednesday ahead of England’s World Cup semi-final against Croatia last July. Rob will discuss how the campaign, which was inspired by manager Gareth Southgate’s dress sense, capitalised on the success of the national team to raise awareness of the 240,000 people living with blood cancer in the UK. Rob Parker, digital content editor, Bloodwise

About the PR Network

CharityComms’ PR Network is a group for professionals working in PR and media in UK charities and not-for-profits.

The PR Network gives you the chance to meet your peers, compare notes on workplace practices and share successes, ideas, challenges and inspiration. The network is designed to encourage networking and peer to peer support, sharing issues in a ‘safe’ environment.

The group meets three times a year to focus on a common challenge. The format of the meetings is one or two presentations on a specific topic, followed by small group discussions, providing a combination of best practice and peer-to-peer sharing.

If you’d like to be one of the first to hear about these events, please email Sarah Cutress to be added to the mailing list.