the blurring of pr and digital - how small charities can punch above their weight. pr in the digital...
Post on 12-Apr-2017
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Meet Target Ovarian Cancer…
• Target Ovarian Cancer is the UK’s leading
ovarian cancer charity. We work to:
– improve early diagnosis
– fund life saving research
– provide much needed support to women with
ovarian cancer.
Our PR & digital positioningPros:
• Strong statistics
• Excellent and
passionate case
studies
• Consistent messaging
• Research expertise
• Public affairs networks
• Investment in our digital
platform
Cons:
• Small team – small
resources
• Proactive v reactive
• Crowded sector – being
seen to ‘compete’
Digital investment• Board approved significant digital investment in
2014 to:– Improve our reach to our key audiences– Reinforce our brand positioning– Increase our fundraising reach– Build capacity for future innovative digital
projects
• Current website sessions up by 80 per cent; users up by 73%; page views up by 85%
• Clinical Trials Information Centre, CNS hub, Symptoms Diary app
Digital reach
• Website: 2,500
• Email marketing: 5,000
• Social media: 70,000
• PR reach (includes digital): 18.9m
Campaign achievements
• Over 80 MPs attended, signed the pledge
and had photos taken
• The Minster for Health spoke at the event
and tweeted her support
• This led to a meeting with the Minister,
collaborating with other ovarian cancer
charities.
Recommendations
• Integrate digital into your communication
activities. It is not a ‘stick on’ activity.
• Start early. Create buzz to set
expectations and get the right people
involved.
• Let others get involved. Create dialogue
and give supporters something to do.
Visit the CharityComms website to
view slides from past events, see
what events we have coming up
and to check out what else we
do:
www.charitycomms.org.uk
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