New innovative training programme basks in the headlines with help of PR experts
WHEN a vital nationwide project launches that aims to help workers play a vital role in eliminating violence against women and girls in all its forms, we made sure it hit the headlines in a big way.
Scottish Women’s Aid recently launched Equally Safe in Practice (ESiP) which is a training programme that will encourage workforces across Scotland to be better equipped to identify behaviours through their work roles.
The programme hopes to update workplace attitudes and culture towards domestic abuse in all of its forms by introducing bespoke training sessions that could signal that someone is at risk.
The Holyrood PR team drafted a media release and pitched the story to national, regional, TV and broadcast to amplify the awareness of the new programme and share its importance in today’s society.
The news of the launch reached over eight million people through an integrated campaign achieving the following impressive results:
• 19 items of coverage across TV, radio, print, online and social media
• 8,541,776 opportunities to see
• Outstanding radio bulletin coverage on Tay FM, Original FM, Central FM and Clyde 1
• TV feature on STV News at 6
• Highlights include The Sunday Post, The Scotsman, Daily Record and Edinburgh Evening News
The campaign has additionally helped secure high-level strategic partners. The measurable results have left the team at Holyrood PR beaming after playing a part in the rollout of this vital project.
Charity PR experts tailored, pitched and regionalised the story to the local authority areas that were involved in the project for further amplification – this was due to the programme being rolled out to nine local authority areas in a test pilot.
On top of this, the Holyrood PR team targeted feature desks and those who have previously discussed the topic in detail.
The story was also pitched wider to national and regional publications to share the message far and wide with the Scottish public, getting the launch in front of individuals involved in the pilot – as well as those who may be involved in the future.
It was also vital to share the important messaging with the general public to help them understand how they can play an important new role in driving change.
Due to the subject’s relevance, HPR also news jacked onto stories currently on the subject in the media.
In light of recent events, Scottish Women’s Aid programme carries a significant importance and the team at Holyrood was proud to play a small role.
The team at Holyrood PR were delighted to be involved in the launch of such an important programme, especially at a pivotal moment in society.
You can read the original release here.
To learn more about Scottish Women’s Aid visit https://womensaid.scot/
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