Case Study: Royal Pharmaceutical Society of Great Britain

The interim assignment as Director of Public Affairs and Communications involved meeting members’ needs for increased consumer and government recognition for the profession. This was particularly important as the Society was preparing to split into a regulator and a professional body.

A review of media coverage showed a focus on the specialist media. In order to reach consumers, a plan was prepared, and then implemented, to increase positive coverage in national and regional press and broadcast. A broadcast agency, the Television Consultancy , worked with the team to develop big impact campaigns. Through their digital press office website Digital News Agency they were able to make results available to members.

In addition to the proactive campaigns, a prompt rebuttal policy was introduced, including writing letters to editors of national papers in order to position the Society as an important commentator on healthcare.

Case Study: National Lottery Promotions Unit

I was appointed by Tessa Jowell, Secretary of State for the Department for Culture, Media and Sport (DCMS), in September 2003 to lead the start up of the National Lottery Promotions Unit (NLPU). It was a fascinating role involving working across the Lottery Distribution bodies, DCMS and Camelot to promote the benefits of National Lottery funding to good causes. The starting point was undertaking qualitative then quantitative research to understand what consumer perceptions and behaviours were to be able to inform a marketing and communications strategy.

The 10th anniversary of the National Lottery provided an excellent vehicle to raise the profile and Camelot provided the funding and expertise to have a major event across all media platforms. The concept of National Lottery Awards was also created.

The very well known ‘crossed-fingers’ brand was also ‘stretched’ to provide a more conservative format acceptable to all of the Lottery Distribution bodies.

The London 2012 bid was another vehicle where the NLPU was able to provide support due to the amount of funding provided by the National Lottery to grass-roots and elite sport.