How we raised one client’s profile
When we started working with NICMA – the Childminding Association, it had a relatively low media profile. Within weeks, we’d generated widespread coverage after assisting NICMA in developing and publicising a proposal for start-up help for childminders.
Since then, we’ve ensured that NICMA is never far from the headlines, providing the media with a mixture of issue-based stories backed up with hard evidence and case studies, and positive stories which promote the value of childminding as a childcare option and NICMA’s own services.
The impact of that coverage was evident in a recent survey commissioned by NICMA and carried out by the polling organisation Ipsos MORI. It found 3 in 10 of all respondents and 4 in 10 parents had heard of NICMA. Nearly a quarter of those who were aware of NICMA said they’d heard about it through the media.
It’s often much more challenging to persuade the media to cover ‘good news’ stories, so real innovation is required.
Recently, NICMA launched a new guide for parents, Choosing a Childminder. To maximise publicity, we commissioned engaging photos of kids dressed up as parents. The news release linked the guide to newsworthy survey findings on how parents prefer to choose childcare.
The result? Extensive coverage on TV, radio, newspapers and online. NICMA also had a higher volume of phone calls and hits on its website.
Find out more about how we can assist you with public relations and communications strategy.
