An integrated PR launch

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Kim Sanders, Girlguiding UK
PR in the digital age conference
www.charitycomms.org.uk/events

Published in: Marketing
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  • Largest of its kind in the UK.Canvass views of girls and young women on a wide range of issues, from roles models and feminism to university fees and cosmetic surgery.Shows how girls respond to pressures of everyday life.Stats from the survey include 68 per cent of girls think that women are judged more on appearance than ability.On average –girls aged 11 to 21 expect to be financially independent at 22, have their own home at 23, get married at 25, have their first child at 26.
  • An integrated PR launch

    1. 1. Girls’ Attitudes Survey: An integrated PR launch Kim Sanders PR Manager Girlguiding @kimmyksanders @Girlguiding
    2. 2. Who is Girlguiding? Leading charity for girls and young women in the UK • Over half a million members • For girls and young women age 5-25 • Four sections - Rainbows, Brownies, Guides, The Senior Section plus 100k volunteers • • • • We We We We are for all girls give girls their own space give girls a voice change as the lives of girls change
    3. 3. • Ground-breaking annual survey of girls’ opinions. • Enables us to discover what motivates and constrains today’s girls.
    4. 4. Girls’ Attitudes Survey Respected research Five year study Tracked trends Authentic engagement Informs programme
    5. 5. Also a great news hook but… • Breadth of research • Gives girls a voice on their experience • Simple message/theme
    6. 6. And now for some stats… • Seven national broadcast hits, 13 national print/online, 17 regional broadcast, 21 regional/local/print/online • Sky, BBC Breakfast, CBBC Newsround, BBC World Service, BBC Radio Five Live, Guardian, BBC Online, Telegraph, Independent, The Times, PA, Daily Mail, Huffington Post, Buzzfeed, Closer, Working Mums magazine, SecEd, etc, etc.
    7. 7. Traditional gets social #GirlsAttitudes
    8. 8. Creating a buzz • • • • Shareable nuggets Prepped private publishers Shareable media Further collateral
    9. 9. Making it work for social – and own it!
    10. 10. Prep your private publishers
    11. 11. Short and tweet
    12. 12. Don’t forget your stakeholders
    13. 13. And then? • Instagram • 15 second interviews • Twitter takeover • Twitter fall • High profile engagement • Engaged debate
    14. 14. Questions? Kim.sanders@girlguiding.org.uk @kimmyksanders

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