public sector pr

Client and background:
We have worked with the LSC, which plans and funds education and training for young people and adults, since 2003, helping to raise awareness of its services.

Challenge:
To demonstrate the benefits of gaining new skills and inspire people in the east of England to learn something new.

Solution:
We devised The Big Skill in 2008, working with the BBC to raise awareness of the benefits of learning and to reward people in Norfolk who were inspiring examples of achievements through learning. In 2009, it was expanded to take in seven counties in the east of England, running from January to June. We managed county-based launch events, day-long outdoor showcase events and awards evenings.

Results:
The 2009 launch events inspired more than 320 nominations for the award categories and 133 training providers took part in the showcase events. The campaign generated positive and inspiring coverage in 77 print and online titles, with a combined audience of more than 3 million.

“The high level of media relations activity generated by Tribe has been impressive. Together we have reached out to people across the east of England and dramatically increased awareness of learning through The Big Skill initiative.”

Val Cumberland, Head of Regional Marketing and Communications, LSC
 

Client and background:
The East of England Regional Assembly (EERA) promotes the economic, social and environmental well-being of the region and consists of elected members from the region’s local authorities and appointed community stakeholders.

Challenge:
We were retained by EERA from 2002 to 2008 to raise awareness and understanding of its work throughout the region.

Solution:
We acted as an extension to EERA’s in-house communications team, creating communications strategies and providing counsel. We operated a 24/7 press office handling sensitive issues diplomatically and deftly and undertook proactive media relations, distilling complicated issues to journalists.

Results:
Following the PR campaign on the public consultation on the draft East of England Plan, hits on EERA’s website increased seven-fold and EERA received four times as many responses to the consultation than expected.

“We relied on Band & Brown [Tribe] to build strong relationships with the media and communicate complicated issues in an accessible and timely way. Through their work on the EERA account, the general profile and importantly the recognition of the Assembly as an influential organisation has been significantly enhanced.”

Stephen Hinchley, senior communications officer at EERA
 

Client and background:
Norfolk County Council is the local authority for Norfolk. It provides public services for people who live, work, do business or visit the county.

Challenge:
Norfolk has been the butt of comedians’ jokes for many years – but the fight back has started with World Class: Normal for Norfolk, a campaign to challenge misconceptions about the county by turning a derogatory phrase on its head.

Solution:
To get people talking about Norfolk by using social media, stunts and editorial coverage in consumer and trade media. People wearing What’s Normal? tee-shirts appeared on the fourth plinth in Trafalgar Square, and we have built on-line support using Twitter, Facebook, blogs and forums. Myths about Norfolk are busted in a light-hearted way by our online team and by entrants to our video competition. Features on world class Norfolk businesses are planned for trade and business media in the coming months.

Results:
The launch was covered by national media, including BBC Radio 4 and the Financial Times, and the debate around ‘Normal for Norfolk’ keeps the campaign and the county in the media. Social media activity increased in the first month of the campaign - and there is more to come!

"Tribe has worked with an advertising agency and brand consultant to develop a campaign and deliver PR to amplify the television, poster and online advertising elements of the campaign.  Tribe's ability to monitor social media and engage in online conversations quickly and with humour is a great asset".

Client and background:
Since 2003 we have worked with the Learning and Skills Council (LSC), which plans and funds education and training for young people and adults, helping to raise awareness of its services.

Challenge:
To raise awareness of the training available to employers and young people and to highlight the benefits of learning.
 

Solution:
Tribe uses case studies to raise awareness of training options for young people and the personal benefits to be gained from initiatives such as Apprenticeships, Entry to Employment courses and Education Maintenance Allowance.
We teamed up with Olympic Gold medallist Darren Campbell to promote the free National Test and the business benefits of investing in training have been promoted to employers via the Train to Gain road show, Skills Symposium and Skills Pledge relay and Skill Up campaign.

Results:
Tribe generated more than 200 pieces of print and broadcast coverage in 2008. We have a bank of more than 70 inspiring case studies and have successfully developed and implemented a PR plan for each county in the region.  We have also produced three informative news videos aimed at different industry sectors.

“Tribe provides both intelligent counsel in sensitive situations and a creative knack of getting media interest in our events and initiatives. I trust them completely.”

Sarah Leith Russell, regional press officer, LSC
 

Client and background:
The Shine Week festival is an annual event which aims to showcase the unique talents of children and young people. It is run by the Talent and Enterprise Taskforce, part of the Department of Children, Schools and Families.

Challenge:
To change the perception of young people as troublemakers, providing a moment in the year when the wider community can see all the positive things that young people are achieving.

Solution:
We identified schools who had signed up for Shine Week to act as ambassadors and provide quotes, and have photographs and video taken of their events. We set up imaginative photograph opportunities with youngsters showing their talents, targeting key media with the most interesting events to ensure good coverage.

Results:
This was a very brief campaign, with just a week of activities and three to four weeks in the build up, yet we generated entirely positive coverage in 15 different print and online titles, including double and triple page spreads in three of the region's largest selling newspapers.

“Think you have done an amazing job this week. Keep going! Couldn't ask for a better team to be working with. Thanks for all the brilliant work throughout.”

Carol Alevroyianni, development director of Shine
 

Client and background:
In 2007, Norwich City Council’s Local Enterprise Growth Initiative (LEGI) programme received £11.2m of Government funding to encourage an enterprising spirit in the city, supporting people living in deprived areas to start a business, get back to work or improve their prospects.

Challenge:
To launch the Norwich Enterprise Centre (NEC) and raise awareness of the support, advice and training available at the NEC and via LEGI funded partners.

The solution:
We created a debate and stirred excitement around enterprise in Norwich by championing local entrepreneurs and positioning Norwich as a great place to start a business, using the campaign slogan ‘Go For It! Enterprising Norwich’.
Launched in National Enterprise Week 2008, our campaign used media relations, case studies of local entrepreneurs, sponsorship, a micro-website, outdoor and radio advertising, and a competition with the Norwich Evening News.

Results:
During the first six months of the campaign, 24 pieces of positive or factual media coverage were generated, with a circulation of 915,412 and advertising value equivalent of over £35,000.

“We have been extremely impressed with Tribe’s ability to deliver quality media coverage. They have worked as a natural extension of our team, providing marketing advice and counsel as well as PR services.”

Karin Pink, programme manager for LEGI, Norwich City Council
 

Client and background:
Sport England works to promote an active nation through sport at grass-roots level. It invests national Lottery and Government money in organisations and projects that will grow and sustain participation in grassroots sport.

Challenge:
To spread the message about the joys and benefits of regular exercise.

Solution:
We challenged desk-bound journalists to try out new sports and to write about their experiences. We arranged press calls to launch new initiatives and also worked at a strategic level to improve our client’s profile by carrying out communication audits and hosting crisis management workshops.

Results:
By setting up trial sessions for journalists at skiing, climbing, canoeing and judo we secured double-page, first person articles in leading regional titles. Our communication audits and crisis workshops helped local managers plan for the future.

"Tribe didn’t just support our team, they became a part of it, fully understanding our business and how we needed to connect with the media. I was always impressed with Tribe’s responsiveness and flexibility to meeting our comms needs, going beyond the original brief in providing training or through supporting and developing strategy. The results they achieved through PR work and campaigning were incredible.