Three. Two. One. Lift off – that launch moment

PR Network
4 July 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. If you’d like to be added to the waiting list, please email Lauren.

Just like preparing for a mission at NASA, a huge amount of planning and teamwork goes into creating a charity campaign and the pressure on launch day is immense. And as with the rocket, there’s a lot riding on the news story to generate lift off, and by that, we mean grabbing attention and featuring in every last media outlet.

But launches aren’t always successful whether you’re an astronaut or a PR professional, and it’s important to learn and make the most of the situation.

At this PR Network event we’ll be discussing what successful campaign launches look like, how to manage the weight of expectation put on us to generate big news coverage, how to continue momentum beyond the launch, whether successful or not, and how to work with people who don’t quite understand what it is that we do!

On the agenda

09.30 - 09.45
Registration and refreshments
09.45 - 09.50
09.50 - 10.10
The launch of ‘Whatever cancer throws your way, we’re right there with you’

In January Macmillan Cancer Support launched an integrated media campaign to add truth to its new brand proposition ‘Whatever cancer throws your way, we’re right there with you.’ The aim was to engage people who didn’t think Macmillan was there to help them or didn’t know about all the ways the charity can support people living with cancer. In this presentation, Claire will discuss where the story came from, how it was brought to life and launched to the media and what the results were.

Claire Rushforth, senior media manager, Macmillan Cancer Support

10.10 - 10.30
The launch of Rebuilding Lives

Anil will share details of how the Stroke Association managed the launch of its latest campaign, Rebuilding Lives, and how they managed the PR around the launch of the charity’s first ever TV advert. He will give a candid and informative commentary of what they planned, delivered and achieved, goal setting, being agile and responsive and key learnings. There’ll be lots to learn from and take away.

Anil Ranchod, deputy director public relations and comms – media and special projects, Stroke Association

10.30 - 10.50
The launch of the Versus Arthritis brand

Last November Versus Arthritis launched as a new charity with its biggest integrated campaign to date. Defy Arthritis aimed to shift societal attitudes towards arthritis, introduce our new brand and tone of voice, and signpost people with arthritis to our services. In this presentation, Shree and Bronte will talk about how they communicated internally with staff across all levels and nations, maintained campaign momentum after launch day, and measured impact across media and social channels.

Shree Rajani, head of communications and Bronte McConnell, social media manager, Versus Arthritis

10.50 - 11.30
Group discussions

Drawing on your experience of campaign launches, discuss:

  • How do you manage expectations and communicate ahead about a big launch?
  • How do you keep the momentum going following launch day? How much activity do you plan past launch?
  • How do you measure and then share launch day results with colleagues and SMT?
  • How should we react if a launch does not go as planned? How can we deal with an overshadowed launch, ie a huge breaking news story?

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 Lauren to be added to the mailing list.