Stroke Helpline 0303 3033 100

stroke.org.uk

Demonstrating your

PR value

Anil Ranchod

Stroke Awareness

Month

Stroke Helpline 0303 3033 100

stroke.org.uk

Background

• Isolated pockets

• Mixed messages

• Create focus

• Proposal

Stroke Helpline 0303 3033 100

stroke.org.uk

Aims

• To raise awareness of stroke, the impact it

has on survivors and families and the

challenges they face

• To reach out to more stroke survivors and

families and encourage them to get in touch

with the Stroke Association

• To grow the stroke community by

encouraging people to show their support by

getting involved

Stroke Helpline 0303 3033 100

stroke.org.uk

How we did it

Our model

• Planning

• Participation

• Policy-led campaign

• Statistics and research

• Themes

• Events and activities

Stroke Helpline 0303 3033 100

stroke.org.uk

Prevent strokes and achieve life after stroke through providing services, campaigning, education and research

Overall purpose and vision:

Strategic objectives for the Month:

Awareness RecruitmentSocial media

engagementWebsite visits Helpline calls

1. Raise awareness of stroke and the role of Stroke Association

2. Grow and engage with stroke community

3. Encourage people to contact Stroke Association

Communication objectives:

Key message deliveryReach to target

audiencesCalls to action Proactive vs reactive Spokespeople

1. Launch mini-stroke campaign, focussing on prevention messages and build awareness

2. Promote Stroke Association’s range of support services to stroke survivors

3. Build engagement with new and previous TIA survivors

Communications Cascade

Stroke Helpline 0303 3033 100

stroke.org.uk

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01-Apr 07-Apr 13-Apr 19-Apr 25-Apr 01-May 07-May 13-May 19-May 25-May 31-May 06-Jun 12-Jun 18-Jun 24-Jun 30-Jun

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Mainstream volumes Website hits (unique visitors) Social volumes

Mainstream to web hits correlation 0.56 (Strong)

Social to web hits correlation 0.68 (Strong)

Mainstream to social content correlation 0.92 (Very strong)

Campaign stats

Social media mentions (% increase on 2013) 96%

Total website hits (May) 145,195

Helpline calls 1,742

New Campaigners Network members 188

Stroke Association sign ups 1,162

Coverage for mainstream and social media peaked on May

1 following the campaign launch.

Mainstream media volumes experienced a further

peak between 7-9 May.

Social Media ChannelsAverage number of new

followers/likes per month*

Number of new

followers/likes May 2014

Twitter 1,918 2,276

Facebook 1,280 2,887

Outputs and outcomes

Stroke Helpline 0303 3033 100

stroke.org.uk

Impact

• Fundraising and Volunteering

• Services

• Research and info

• Awareness and Engagement

• Corporate strategy

Stroke Helpline 0303 3033 100

stroke.org.uk

Learning & Recommendations

• Barcelona Principles

• What does it mean?

• Holistic evaluation - Impact

• Election 2015

• Consultation on surveys

Stroke Helpline 0303 3033 100

stroke.org.uk

This is why we do it...

“On Saturday morning I suddenly found that I couldn't use

my right arm. I was a bit alarmed, but the feeling went away

and we got on with our day. On Sunday I read about your

campaign and realised that what had happened might be

serious, so I asked for an appointment to see my GP. Within

a couple of hours she'd confirmed that she thought I'd had a

mini-stroke and referred me. I'm a bit shaken but so glad that

I saw your campaign and took action.”

Sue Williams (contacted the Stroke Association via its website).

Stroke Helpline 0303 3033 100

stroke.org.uk

Conclusion

• Integration is king

• Planning is imperative

• Success is all about IMPACT.

Stroke Helpline 0303 3033 100

stroke.org.uk

Task

Choose a recent campaign or activity you've

worked on:

• How did you measure impact?

• What other measures could you put in

place?

• What would be the challenges?

• Who do you need to involve in your

planning?

Visit the CharityComms website

to view slides from past events,

see what events we have

coming up and to check out

what else we do:

www.charitycomms.org.uk

PR Network

5 July 2016

London

#charityPR

Demonstrating the

value of PR beyond the

volume of coverage