Hijacking the news agenda

Cheryl Campsie& Charlotte Williams

Building trust and confidence

• Our team

• Objectives & key messages

• Are you ready?

Case study: Operation Brooke

• Child sexual exploitation investigation in Bristol – 13 men jailed

• Aim - coverage to focus on CSE crimes, not misrepresented as a race or immigration story

• Hijacking the news to set the media agenda

Case study: Football World Cup

>81% increase in traffic to campaign microsite thisisnotanexcuse.org over the course of the campaign

Case study: International Women’s Day

• Website: news story 1k views, feature >1.5k views

• Social media: Facebook post reach >20K, series of 10 tweets - combined reach >80k.

• Traditional media: Bristol Post, Bath Chronicle, BBC Bristol, Heart FM, Police Oracle

Case study: NSPCC

Case study: Jaffa cakes #Eclipse2015

‘No thanks…’

• When NOT to hijack the news and why

• Are you best placed to comment?

• Examples

Hijacking the news agenda: 3 Top Tips

1. Have a clear objective and key messages - know when NOT to hijack the news agenda

2. Be prepared – have your communications toolkit ready: media statement, case studies, trained spokespeople (internal and external), Q&A

3. Think about paid, earned and owned channels

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

South West Regional Group

5 June 2015

Bristol

#ccsouthwest

South West Regional Group

Hijacking the news