Health and wellbeing Skills 2 Game On Peter McNestry

 

Brief

Open Communications was appointed by the Coalfields Regeneration Trust to raise the profile of the 5.5m people who live in former mining towns and villages throughout the UK. The agency provides a retained press office to share updates and secure media coverage, facilitate with events and also support the organisation with marketing communications that are used to engage with stakeholders and partners.

Recommendations

A press office

Creating an evolving PR schedule, which builds upon the annual programme of activity that is delivered by the Coalfields Regeneration Trust, means that the agency is able to work with the client to meet with strategic objectives. With a number of programmes and events taking place at any one time, it is essential that press announcements and stories are timed correctly to achieve maximum impact. Embedding communications within the business has helped to define and shape the strategy for the organisation moving forwards, which focuses on three priorities for action; employment, skills and health.

Marketing communications

Over the years Open Communications has worked alongside the Coalfields Regeneration Trust to create a series of documents that have changed the way that the organisation communicates with its audiences. An impact document provides insight into what the organisation has achieved, while a strategy document clearly defines the targets for the future and a new more direct approach that has been adopted.

Campaigns

Working on some of the largest and most significant campaigns the Coalfields Regeneration Trust has ever had – including the launch of the State of the Coalfields Report and announcement of a three-year strategy at Westminster - has given Open the chance to offer advice, guidance and recommendations, which have generated some exceptional results.

Results

Open Communications works as an extension of the team at the Coalfields Regeneration Trust and has been a supportive champion of the organisation since its appointment over 3 years ago.

The press office function has not only given the coalfield communities a voice, it has also raised the profile of an organisation that is trying to change the lives of people who sit within the 30% most deprived in the country. Not a typical ‘charity’ the Coalfields Regeneration Trust does not always get the recognition that it deserves but the PR strategy in place continues to change that and shares its work, activities, programmes and success with a mass audience.

Open Communications has drafted press releases and feature articles over the last year to support projects and has secured 309 regional pieces of coverage, 19 broadcast interviews and 5 national pieces as a result. The audience reach for this period based on circulation figures is 17,544,023 and the aligning of its messages, giving greater clarity, has proven fundamental to the shaping of the future strategy of the organisation.

The marketing communications for the Coalfields Regeneration Trust has also evolved over the last three years. The organisation now has in place a series of documents that use a consistent tone of voice and design that is more reflective of the fantastic programmes and impact that it delivers. In each case there is a clear call to action which has shown to positively influence the levels of engagement achieved as a result.

Implementing regular review periods, Open Communications has also encouraged the board of Trustees at the organiasation to see the value in PR based on the results achieved.