public sector pr

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:
Tribe was retained for over five years by 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 used 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 hundreds of pieces of print and broadcast coverage across the east of England and nationally. We created a bank of more than 70 inspiring case studies and successfully developed and implemented a PR plan for each county in the region, building beneficial relationships with journalists. We also produced three videos aimed at encouraging different industry sectors to invest in training and apprenticeships – distributed online and shown at events.

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:
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.

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