an integrated pr launch
TRANSCRIPT
Girls’ Attitudes Survey:
An integrated PR launch
Kim SandersPR Manager
Girlguiding
@kimmyksanders
@Girlguiding
Who is Girlguiding?
Leading charity for girls and young women in the UK
• Over half a million members
• For girls and young women age 5-25
• Four sections - Rainbows, Brownies, Guides, The Senior
Section plus 100k volunteers
• We are for all girls
• We give girls their own space
• We give girls a voice
• We change as the lives of girls change
• Ground-breaking annual survey of girls’
opinions.
• Enables us to discover what motivates and
constrains today’s girls.
Girls’ Attitudes Survey
Respected research
Five year study
Tracked trends
Authentic engagement
Informs programme
Also a great news hook but…
• Breadth of research
• Gives girls a voice on their experience
• Simple message/theme
And now for some stats…
• Seven national broadcast hits, 13 national
print/online, 17 regional broadcast, 21
regional/local/print/online
• Sky, BBC Breakfast, CBBC Newsround, BBC
World Service, BBC Radio Five
Live, Guardian, BBC
Online, Telegraph, Independent, The
Times, PA, Daily Mail, Huffington
Post, Buzzfeed, Closer, Working Mums
magazine, SecEd, etc, etc.
Traditional gets social #GirlsAttitudes
Creating a buzz
• Shareable nuggets
• Prepped private publishers
• Shareable media
• Further collateral
Making it work for social – and own it!
Prep your private publishers
Short and tweet
Don’t forget your stakeholders
And then?
• 15 second
interviews
• Twitter takeover
• Twitter fall
• High profile
engagement
• Engaged debate
