Media relations campaign
About Wales Air Ambulance
Wales Air Ambulance (WAA) is a charity that operates the UK’s largest air ambulance service.
Outwrite was tasked with maximising opportunities presented by the arrival of an additional, fourth, aircraft, to improve awareness among the public in Wales that WAA depends entirely on public donations to keep its aircraft flying.
Outwrite PR worked closely with WAA’s PR manager to devise and implement a media relations campaign, which ran from mid-June to mid-September 2016.
Objectives and planning
Outwrite set out to:
- Achieve bi-lingual coverage in:
- Broadcast media: ITV Wales and BBC Wales; BBC radio and independent radio
- Print media across four regions covering WAA’s bases: Cardiff; Llanelli; Welshpool and Caernarfon
- Rural communities, where the benefits of air rather than road ambulance are perceived as greatest
- Widen the base of WAA journalistic contacts by adding a minimum of six new titles/outlets that have not knowingly covered WAA previously
Numbers and figures
Pieces of coverage
Media coverage with key messages
Major TV and radio broadcasts
We interviewed six key WAA personnel, including the chief executive, two regional heads of fundraising, the head of PR, and one trustee, to find out what they knew about the understanding of the purpose and set-up of WAA among the supporters and prospects they had regular contact with.
While we referenced a core list of six questions, we also gathered anecdotes from each interviewee of people’s perceptions.
We also interviewed six of our good journalistic contacts: 2 broadcast and 4 print/online, to find out what they knew about the WAA.
This allowed us to set an informal baseline for levels of knowledge about key WAA messages, in the absence of any funding for external opinion-polling for campaign measurement purposes.
- Many knew WAA is a charity
- No one understood its relationship with NHS Wales
- Few were aware WAA didn’t receive government funds
- The general public in Wales, from whom the vast majority of WAA income is raised
- Note: within this primary audience, it was acknowledged that we would reach and educate some politicians/influencers/opinion-formers and prospective corporate donors, as a by-product
Outwrite achieved coverage on:
- ITV Wales, packages on 4 July; 9 August
- BBC Wales, 2 August: bi-lingual, bi-media: news bulletins throughout the day, and radio/tv packages for breakfast, lunchtime and evening programmes: a total of 8 different broadcasts of packages, excluding mentions in news bulletins, over 24 hours.
- Also: S4C Heno; Heart FM; UCB (United Christian Broadcasters digital stations UK-wide)
- 32 pieces of print coverage
- 31 items of online content
- Some of these pieces were extensive eg page leads or full-page features with multiple photos; incorporating interviews with the pilot and paramedic as well as reporters’ first-hand accounts of the flight;
- Many of the online items included video.
- Each of the three phases received coverage. All of the SMART objectives were exceeded.
- A number of key messages were carried in 100 per cent of coverage.
Angela Hughes, CEO of Wales Air Ambulance said:
“Outwrite’s team keeps on top of issues in the wider Welsh NHS and political arena, which means they give us timely and appropriate advice.
“Their knowledge of the Welsh media, and what makes a good news story, means every campaign they have carried out has achieved coverage beyond our expectations. Their relationship with our in-house PR team is close and supportive. They’re really helping Wales Air Ambulance to stay in front of mind with the media, the public and our other stakeholders.”
The services that make us an award-winning integrated PR agency
PR has been, and always will be, about your reputation. Your actions and communication, as well as what third parties say about your brand, has a direct impact on your sales.
We have in-house social media and SEO (search engine optimisation) skills to offer a fully integrated approach to positioning your business as an expert off- and online.
Find out more about why we are a respected digital PR agency.
Does your business need to manage a potentially negative story? Do negative articles appear on the first page of Google when your brand is searched for? Do you have a social media policy in place to deal with upset or angry customers?
We understand that when reputations are on the line, so too are sales and profits.
Whatever the issue or crisis, Outwrite is able to help protect your organisation’s reputation both off- and online.
Find out more about why brands choose us as their crisis PR agency.
The digital world is bustling with conversations; to get your messages seen, your content has to stand out. Outwrite offers a number of packages, each of which are tailored specifically to you. They are run on a one-to-one basis and are completely bespoke.
All of our social media courses are customisable to suit you. If you want more, or less, meetings over a longer, or shorter, period of time, that’s fine.
Find out more about why businesses engage Outwrite to be their social media training agency.
Engage us to be your integrated PR and SEO agency
Get in touch to discuss how we can promote your brand.
PR and marketing professionals are being invited to discuss and hear about the ever-changing media landscape. Chartered Institute of Public Relations (CIPR) Cymru Wales is holding the event to help those in PR and marketing understand communication methods and how...
There is a very good chance that your business has a presence on social media. But are you more reactive than proactive when it comes to sharing content online? Follow these simple steps to plan, prepare and schedule your posts. Not only will it help your...