Annika Small, Co-founder, and Ellie Hale, Associate, CAST

1. Driving social change with digital technology
CAST @TechforGoodCAST
#TechforGood
Trends: Scaling Challenges
Ellie Hale
Associate, CAST
@EG_Hale
@TechforGoodCAST

2. Driving social change with digital technology
CAST @TechforGoodCAST
#TechforGood
Making your Movie
- Start with a sound script and a clear ask
- Research, research, research
- Think laterally and beyond the short term
- Your grass seed, my lawn
- Secure some influential champions
- Be visible, rigorous and persistent
- Make connections…for others
- Ensure a shared vision, clear goals and respective
roles
- Be ready to adapt but also to step away

3. Getting the word out
What word?
To whom? What business objective does it
achieve?
When is the best time (not just for you)?
What goes with the story? (data, pictures, videos,
quotes)
It’s not just about journalists
Can you measure its success? (Lean PR?)

5. Practicalities
• Short, concise pitches. Imagine you were the journalist trying
to tell your story in a 50-word nib. You whole story. What’s
actually important? (this should differ between sectors)
• Email subjects should read like headlines. Mention any big
names to attract attention
• You may want to offer an exclusive. This is also a good way
of making new friends, if the story’s good
• Pitch under embargo beforehand if you’re offering
interviews - don’t expect them to be able to drop everything
and speak to you. Make sure you give them enough of a
heads up

6. Share the love (and
knowledge)
It will benefit you and the community.
And that’s what this is all about.
Thanks! :)
@eg_hale
ellie@wearecast.org.uk