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Journalista - UCL Institute for Global Prosperity credential

Journalista - UCL Institute for Global Prosperity credential

See how Journalista used PR and communications to raise awareness about UCL's new Institute for Global Prosperity and build the reputation of its director, Prof Henrietta Moore, as a thought leader. Over the course of seven months, our impactful thought leadership articles reached an audience of 27million through internationally respected outlets including the BBC, Guardian and Telegraph.

Journalista

July 10, 2015
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  1. UCL INSTITUTE FOR GLOBAL PROSPERITY: MAKING RESEARCH RELEVANT Client name

    Sector Timeframe UCL Institute for Global Prosperity Higher education/ academia November 2014-date
  2. 2 Credentials | © Journalista 2015 | journalista.co.uk 01 8 in-depth thought leadership articles

    (one per month) published in leading online and print publications. 02 Total reach of media articles 27 million (equivalent to 54% of the adult population of the UK) HIGHLIGHTS 03 Articles shared over 2,000 times on social media to hundreds of thousands of followers
  3. 3 Credentials | © Journalista 2015 | journalista.co.uk COMMUNICATIONS STRATEGY: INSTITUTE FOR GLOBAL PROSPERITY

    (IGP) Develop the status of the IGP by raising Prof Moore’s personal profile as a thought leader in priority publications on topics relating to development and prosperity that often top the news agenda. Use this as a vehicle for delivering key messages about the IGP as an institution. UCL has established the Institute for Global Prosperity (IGP) headed by the renowned sociologist Professor Henrietta Moore. The IGP asked Journalista to build awareness of the IGP as the first institution of its kind and Prof Moore’s profile as a respected commentator on global prosperity issues. The IGP’s research areas are wide-ranging, but we chose to focus on those aspects that had the most resonance in the media: human migration, global health, development assistance and the relative prosperity of nations. Problem Insight Strategy Tactics Results Using horizon scanning, we identified topics with news ‘hooks’, translating Prof Moore’s academic priorities into pitches that caught our media targets’ attention. We developed relationships with journalists on the Guardian, BBC, Telegraph and others to maximise exposure in internationally respected outlets. In a period of seven months and on a tight budget, we produced seven quality thought leadership articles in prestigious and relevant publications, reaching an audience of over 27million and getting thousands of social media shares. 27m potential audience of coverage 8 Thought leadership articles (one per month) £375,650 Advertising Value Equivalent (AVE) of coverage