Published on March 4, 2014
Girls’ Attitudes Survey: An integrated PR launch Kim Sanders PR Manager Girlguiding @kimmyksanders @Girlguiding
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
• Ground-breaking annual survey of girls’ opinions. • Enables us to discover what motivates and constrains today’s girls.
Girls’ Attitudes Survey Respected research Five year study Tracked trends Authentic engagement Informs programme
Also a great news hook but… • Breadth of research • Gives girls a voice on their experience • Simple message/theme
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.
Traditional gets social #GirlsAttitudes
Creating a buzz • • • • Shareable nuggets Prepped private publishers Shareable media Further collateral
Making it work for social – and own it!
Prep your private publishers
Short and tweet
Don’t forget your stakeholders
And then? • Instagram • 15 second interviews • Twitter takeover • Twitter fall • High profile engagement • Engaged debate
Questions? Kim.firstname.lastname@example.org @kimmyksanders
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