Legs Matter public health campaign

PR Activity

I played a key strategic and operational role as Public Relations Lead for the first Legs Matter Awareness Week campaign. This included working with national, trade and regional media – writing seven different Press Releases, coordinating photography, compiling and issuing the releases, creating media mailing lists, dealing with media enquiries and setting up interviews.

It was also extremely helpful in building relationships with key media, which will benefit any further PR.

There were an extremely high number of valuable links from online PR coverage to the website, 51 in total, of which 13 were in media articles, which will help to continue to drive traffic to the site.

From social media reports, you can see a direct link between media coverage being shared on social media channels and subsequent increased engagement on that channel. This is an example of PR demonstrating its value – helping to ‘drive’ the social media as well as gaining media exposure.

Total coverage can be viewed here.

2019 coverage highlights

  • The combined online readership of the media and other sites is 31.1 million, with an estimated 159,000 estimated views of the coverage for the lifetime of the articles. Articles have so far been shared 882 times on Twitter and Facebook (continues to rise).
  • There were 20 editorial articles including a patient blog, which was set up after liaison with Nursing Times.
  • There were a further 30 online pieces of coverage with the Press Release or the Awareness Week being featured on health and other websites.
  • The online readership of the media coverage was 26.5 million plus 1.2 million daily newspaper circulation (Daily Mail) with an estimated 109,000 coverage views. There were 642 shares on social media (continues to rise).
  • After setting up an interview, iNews ran a large article. The site has 6.84 million monthly views and the coverage is estimated to be read by 19,300 people over its lifetime. The domain authority of the site is extremely high at 80/100, an indication of the influence of a website in search engines. The majority of readers are 35+ but 1/7 of readers are aged 18-34.
  • Article in the Daily Mail newspaper Senior Living Section – perfect for a large proportion of the target audience. There are 1.2 million daily readers of the printed Daily Mail.
  • Regional coverage was widespread and went as far afield as Jersey, Guernsey and Northern Ireland, as well as appearing in Health Europa – a European-wide online health publication.
  • The four articles in Nursing Times are estimated will be read by a total 21,700 health care professionals.

Value of PR

PR has significant value and has helped to establish both the Awareness Week and the coalition as professionally credible, innovative and pioneering, campaigning to change one of the UK’s biggest health challenges.

If the coverage had been paid for, the cost would have run into many thousands of pounds and as an advert, would not have carried the same authority or independence.

In conclusion, the news has been shared with a wide variety of audiences, across diverse geographical areas in print, broadcast and online media, helping to significantly build the brand and reach new audiences. It has also provided an impressive portfolio for possible sponsors and partners.

Based on the success of the project, it is hoped to continue the PR activity.

 

Learn With OjO – (Tech/education/parenting)

Learn with OjO and OKIDO worked with me to lead the Public Relations for their Kickstarter campaign for the launch of the first coding board game for pre-schoolers.

I advised on the most newsworthy angle to take, the photography and wrote the Press Release. I created media lists and liaised with media. We gained resulting valuable coverage across their target media as well as in the business sector, with additional further editorial pieces planned.

This helped the campaign to quickly reach and exceed its funding target and to build credibility with key media and investors.

Further work is planned as the company grows.

Media coverage to date can be viewed here along with a testimonial.

Other Healthcare & Homecare Communications

health communications worthing west sussex

Since setting up my boutique agency in 2015, I have worked with several leading public and private sector organisations, managing highly-successful campaigns in the healthcare, social care, recruitment and sustainable technology sectors. I work with companies disrupting the status quo, telling their stories and helping them to overcome their communication challenges.

I’m the UK PR lead for an exciting healthcare public awareness campaign which launched Summer 2019, involving a coalition of leading healthcare organisations.

And I’ve worked with some of the most successful businesses within the Bluebird Care group, secured extensive national coverage for disruptive sustainable mobility company Riversimple and previously worked regionally on the Government’s Think Family project.

From healthcare communications and campaigns to homecare, I’ve worked extensively across the health and social care sector in my 20+ years spent in public relations.

I’ve worked as a journalist and NHS communications and public relations manager so I ‘talk’ the same language as healthcare organisations. Now I partner with specialist colleagues, providing a tailored, effective public relations service to just a handful of clients at a time.

View a selection of my work  here.

Health Champions

We started working with social enterprise organisation, Health Champions, running a PR campaign for its local authority-funded Weight Off Workshops. It resulted in coverage on BBC Radio, in a number of magazines, in several newspapers and on websites – resulting in a 100% increase in course bookings and increased interest, engagement and followers on social media.

Although we only signed up for a five month project, we worked with Health Champions for more than two years and helped forge a link between them and NICE – coordinating the publishing of their blog on the NICE website. We have also arranged interviews with key media and written engaging press releases, resulting in invaluable free editorial.

As part of the overall communications strategy, there is also a strong social media element, maximising coverage and traffic to the website. View coverage here:

Press Releases

NICE Statement

FINAL Press Release 5 New Chichester healthy cooking courses

Homecare

We have worked with the largest homecare provider in the UK, Bluebird Care, coordinating the public relations for both their head office and for several of their larger regional offices.

See a selection of our work here

Press Releases

FINALupdatedPressReleaseCityOfLondonBluebirdCarePress Release11 Bluebird Care enlists help of dogs to beat loneliness

https://catherinekellypr.co.uk/focus-on-healthcare-communications/