Scottish Government Communications (PR) Delivered

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Information about Scottish Government Communications (PR) Delivered
Business & Mgmt

Published on January 23, 2013

Author: CIPR_Scotland


Scottish Government Communications Clare Smith Head of PR + Interim head of marketing

PR industry is at a crossroads “Spin is dead. PR must step up and lead; open up and start talking about the issues that can really transform the world.” Robert Phillips

Fight the right fight

Dashboard approach reports Tracked Tone of Coverage 70 60 No 50 No of articles 40 Items 255 30 Mentions 20 255 10 Positive Mentions 0 247 Negative Mentions Negative 8 Month Positive Total PR Value £568,104 Coverage by Topic Circulation 42,736,408 CashBack Opportunities to See 60,717,218 6% NKBL ASB Headlines 255 Photographs 97 41% 53%

Organ Donation 2011/12 Objectives  Drive registrations and increase the number of Scots on the ODR.  Communicate the call to action to ‘Join the NHS Organ Donor Register now’.  Generate extensive media coverage to ensure PR makes a disproportionate contribution to overall results. Strategy and tactics  Appeal to people’s common sense.  Communicate that you are more likely to need an organ transplant than you are to become a donor.  Heighten the sense of urgency encouraging people to sign up now  Target over 35s in order to increase the number of donors available in the near future.

What we did Worked with News colleagues and the Health Secretary Nicola Sturgeon launched the campaign in October at the Royal Infirmary of Edinburgh Case studies – humanise the story Stakeholders

The Sun Tuesday 13th December, the front page screamed out “Save a Life for Cole.” Cole Gibson was an amazing boy who was tragically killed in a car crash the month before. From the age of seven, he’d carried a donor card. Just two years later he was dead but his organs saved four people. On day two, celebrities such as John Barrowman and Lorraine Kelly were urging Scots to give the gift of life this Christmas. With a minimum of a double page feature per day, we furnished the paper with stories of eight brave recipients who told how organ donation saved their lives, together with the shared heartache and joy of four families who had lost children.

Outputs Truly integrated pan-campaign from the start PR far outstripped other disciplines in terms of performance and cost-effectiveness:  Generated two thirds of all text responses across the three month campaign  Delivered two and half times more text responses than TV advertising, field marketing and direct mail combined  At £13.90, PR generated text responses were nearly 1000% cheaper than TV (£131.31)

Outputs Scottish Sun delivered at zero cost, produced 350% more text responses than a national TV advertising campaign achieved over three weeks. On this basis it would take 11 weeks advertising to achieve the same result Our focus on ‘traditional’ media ensured we captured the over 35 audience

Outcomes –October – December 2011 PR = 1541 text enquiries, 73% conversion rate = 1125 validated new registrations on the ODR Across all disciplines, 2246 text responses were generated with a 65% conversion rate. This was compared to 786 over the same October-December period in 2010. In addition PR generated a further 500 plus registrations via the phone and campaign website Scotland now has 39.1% of the population on the ODR, breaking through the two million registrations mark, compared to 30% across the whole of the UK. With extensive media coverage fuelling a PR value in excess of £795,000, our campaign delivered an extremely healthy return of 1:37. Budget - £21,500 Text LIFE to 61611 to register with your mobile phone –

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