This case study explores an integrated publicity campaign to promote The Cultural Spring, a three-year project to increase arts participation and engagement in Sunderland and South Tyneside. It covers the process and outcomes of creating a publicity campaign which engaged both the media and potential participants in the project.
Key points for effective practice
- Ensure buy-in from local media.
- Arrange a narrative session so there is an agreed ‘story’ and internal buy-in to what the key messages are.
- Try to deal with one person at each media organisation, so you can build up a good working relationship.
- Ensure that stories are localised – that the local papers have a reason for running the story, for example a local artist involved in the project, or local residents participating in a project or scheme.