Raising Public Awareness through Media Skills

Founded in 1987 by John McCarthy, The Safe Partnership is a national charity based in Dorset, which protects victims and those at risk of domestic violence and sexual abuse in England and Wales.

Funded by contracts with local authorities, Safe Partnership reinforces more than 4,500 homes every year with state-of-the-art security, preventing attacks and saving lives.

CHALLENGE

It was the view of the charity that cuts in local government spending may threaten the services it was providing to some of society’s most vulnerable people.

Safe Partnership’s CEO Dr Malcolm Macleod wanted to initiate a media campaign to create wider recognition and raise public awareness.

BENEFITS

Within days of issuing a press release with media consultant, Helen, the interest “exceeded all expectations.” As well as local newspaper coverage, Dr Malcolm Macleod was on air for 25 minutes for the Richard Cartridge Show on BBC Radio Solent followed by a second interview the next day.

The team was interviewed on five different radio stations as well as for local TV and they were approached by a journalist for a comment on a national news initiative on domestic violence.

OUTCOME

“In terms of where we are, we wouldn’t be anywhere – never mind where we have got to- without Aziz Corporate and Helen’s help.Nationally we still want to become the contact of choice by print and TV journalists when a domestic violence story breaks. But we’re really pleased with the direction of travel.” Dr Malcolm Macleod, CEO Safe Partnership

CHALLENGE

It was the view of the charity that cuts in local government spending may threaten the services it was providing to some of society’s most vulnerable people.

Safe Partnership’s CEO Dr Malcolm Macleod wanted to initiate a media campaign to achieve the following objectives:

  • create wider recognition of the work carried out by Safe Partnership
  • raise public awareness of difficult issues often hidden from public view
  • be the contact of choice for journalists writing about domestic violence issues

THE AZIZ PROGRAMME

Our coach, Helen, designed a programme to fulfil Safe Partnership’s needs by:

  • providing media training and a press release writing workshop for staff
  • devise a coherent PR strategy for both media and social media
  • provide an on-going support for two days a month for six months to oversee publicity and to help staff become confident handling the media

PROGRAMME DETAILS

Within the programme Helen advised on:

  • devising a joined-up PR strategy
  • empowering staff to carry out successful media interviews
  • making staff think like journalists – recognising potential stories
  • improving the charity’s website and social media
  • issuing regular, relevant and well-crafted press releases

BENEFITS

Within days of issuing a press release with media consultant, Helen, the interest “exceeded all expectations.” As well as local newspaper coverage, Dr Malcolm Macleod was on air for 25 minutes for the Richard Cartridge Show on BBC Radio Solent followed by a second interview the next day.

The team was interviewed on five different radio stations as well as for local TV and they were approached by a journalist for a comment on a national news initiative on domestic violence.

After six months working with the charity, Safe Partnership continued to work with Helen to build their national media profile.

 

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