{"id":68974,"date":"2014-09-12T11:59:11","date_gmt":"2014-09-12T10:59:11","guid":{"rendered":"https:\/\/www.vuelio.com\/uk\/?p=68974"},"modified":"2014-09-12T11:59:11","modified_gmt":"2014-09-12T11:59:11","slug":"how-winstons-wish-increased-press-coverage-and-reach-by-228-in-a-year","status":"publish","type":"post","link":"https:\/\/www.vuelio.com\/uk\/blog\/how-winstons-wish-increased-press-coverage-and-reach-by-228-in-a-year\/","title":{"rendered":"How Winston’s Wish increased its press coverage and reach by 228% in a year"},"content":{"rendered":"

The challenge at hand<\/strong><\/p>\n

<\/strong>Established in 1992 Winston\u2019s Wish is dedicated to supporting children after the death of a parent or sibling. Research shows that every 22 minutes a child in Britain is bereaved of a parent; this equates to 24,000 newly bereaved children each and every year.<\/p>\n

How do you reach out to these families? How can they, and the professionals involved in supporting them, be made aware of the practical and therapeutic services available to them? How does one create a sustainable fund to provide for the long term needs of these families?<\/p>\n

This was the dilemma for Winston\u2019s Wish \u2013 fundraising initiatives and regional news coverage gained through personal press contacts were relatively successful but it was clear that a more sophisticated and extensive facility was needed to reach out to and engage with key national media in order to raise greater awareness of the charity\u2019s work and to enable them to help more bereaved children.<\/p>\n

The charity soon realised that it needed a stronger and more streamlined communications approach to take its message mainstream and to the attention of key media contacts who could push their story out to the\u00a0influencers in their network.<\/p>\n

\u2018A great deal of our time was taken up in researching media contacts and quite often being passed around until we reached the relevant contact. We had a good rapport with local publications but felt this needed to be extended regionally and nationally in order for us to be recognised as a leader in our field of work,\u2019 said\u00a0Liam McKinnon, press officer at Winston\u2019s Wish.<\/p>\n

It was then, in August 2013, that Winston\u2019s Wish signed up for Cision\u2019s media database, press release distribution and influencer engagement packages.\u00a0\u2018Cision looked to be full of features that addressed the needs we had \u2013 as well as having a very intuitive interface and functionality. We thought we should give it a go.\u2019<\/p>\n

How Cision helped<\/strong>
\nWith these packages, Winston\u2019s Wish was instantly able to put out its press releases on time and on the most appropriate distribution channels \u2013 whether that be email, web or social, to reach the widest audience; identify and connect with relevant media contacts and outlets accross the UK; and engage with social influencers who are writing about child bereavement or other\u00a0related topics.\u00a0The ability to obtain contact information, pitch preferences and gain social demographics was also vitally important for the charity and made possible with Cision.<\/p>\n

Tailored approach<\/strong>
\nAfter discovering the needs of the charity, a dedicated account manager from Cision was assigned to the Winston\u2019s Wish team and extensive training courses were set up to make sure the team could maximise product performance and experience.<\/p>\n

Report Card<\/strong>
\n\"Winstons<\/a>\u2018Cision was not only a solution, it was a turning point for Winston\u2019s Wish,\u2019 states Liam.
\nHe offers a detailed explanation on the impact CisionPoint has had on the communication strategy and the overall mission statement of charity:\u00a0\u2018One way of monitoring the impact of using Cision is to compare the amount of press we received as a result of using the contact database from Cision. In 2013\/14 \u2013 the amount of coverage we received increased 228% on the previous year. In 2014\/15 we are on course to top this once again.
\n\u2018We have also been able to target\u00a0specific areas of the country by using Cision\u2019s filtering system; for instance we recently launched a new drop-in facility in the North West and it was important for us to build contacts in this area. Using Cision, we were able to pinpoint not only the relevant publications but the individual journalists who we could work alongside to publicise our presence in the area.<\/p>\n

\u2018Since we have extended our contact reach into the North West, 100% of\u00a0our press releases have been covered in the local news.\u2019<\/p>\n

The entire case study is now available for download<\/a><\/strong><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

The challenge at hand Established in 1992 Winston\u2019s Wish is dedicated to supporting children after the death of a parent or sibling. Research shows that every 22 minutes a child in Britain is bereaved of …<\/p>\n","protected":false},"author":322,"featured_media":68979,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[1449],"tags":[3704,5337,6794],"_links":{"self":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/68974"}],"collection":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/users\/322"}],"replies":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/comments?post=68974"}],"version-history":[{"count":0,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/68974\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/media\/68979"}],"wp:attachment":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/media?parent=68974"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/categories?post=68974"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/tags?post=68974"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}