By Holly Sutton on 2 February 2017
Our year of making the complex clear
Going into the annals of history as the left-liberal wing’s annus horribilis, 2016 has elicited more backwards looking than most years.
But as the rooster crows for Chinese New Year (giving us a welcome second news hook) we look back at what opportunities the year bought for our clients to simplify and explain their complex issues to an increasingly befuddled and overwhelmed populus.
2016 highlights for Journalista
Questioning the authority of the well-heeled western white men at Davos to set the agenda for us all every January, we worked with our client Dame Professor Henrietta Moore at the UCL Institute for Global Prosperity to ask whether it was useful or indeed appropriate for the World Economic Forum to claim to be tackling the widening gender digital divide. The piece we wrote and secured in The Guardian was incredibly popular and shared over 1.5k times and was even translated into Spanish.
We landed our client Clever Together a welcome January bonus with the double whammy of a thought leadership piece and coveted best practice feature in their target trade media the Health Service Journal. Always a welcome start to a New Year.
Striking a positive note for regional economic development in February, we worked with the Enterprise Research Centre to analyse the data behind why some cities such as Leeds and Liverpool have been so successful in propelling high-growth or ‘gazelle’ firms. Our campaign, supported by the multimedia content we created, succeeded in securing headline pieces in the FT, Times and Telegraph, carrying our key messages, graphics and client quotes.
A satisfying follow-through from our engagement with Guardian Sustainable Business and our client, UCL’s Institute for Global Prosperity,was the invitation of Dame Professor Henrietta Moore to judge their awards programme in March. Our Delivery Director, James Tout, supported Dame Henrietta on the day and produced a short video the university could use on their owned media channels such as Twitter and their website to promote the work of their popular Professor.
In April, two months into our thought leadership campaign for our new health client MES we secured our second piece of coverage in HSJ, setting out the required agenda for then new NHS Improvement CEO Jim Mackey to make people engagement a priority. We went on to develop this newly-established commentary position by foretelling the future of STPs in March with our third piece from MES chief executive Nick Goodman in as many months on why the public need to be better involved in the development of these transformation plans.
In an innovative feat of collaboration, our client of over four years healthcare intelligence firm Dr Foster, worked together with CCGs in Yorkshire and Humber to shape the future of their business intelligence products. We attended to capture content from the day for their owned video, social and web channels to share the day more widely with their stakeholders.
April bought the launch of our new branding and website – focussing our work with the strapline ‘complex issues made clear’ and a series of illustrations and on reflection, overly serious pictures of the team!
May saw an urgent brief land on our desk from the Aston Centre for Growth and Goldman Sachs 10,000 Small Businesses programme. They needed to translate their complex data and stories about the shared characteristics of fast growing firms into content that would engage conference delegates on the stage and online. We rose to the challenge producing a suite of infographics that combined our skills for simplifying complex stories in a simple, clear narrative and graphic design.
— Holly Sutton (@Hollyonline) May 12, 2016
One of our most popular blogs for the year in June focussed on the impact of Brexit for the health tech industry, drawing on authoritative commentary to date and proffering PR advice on how to weather the new climate.
Fresh on the heels of the Brexit result announcement, the day after the vote we placed a provocative piece from our pro-bono client the Tropical Health and Education Trust (THET) on why Britain should send more clinicians overseas.
As British commentators looked to Norway for pointers on how they’ve ‘gone it alone’ outside the EU, coincidentally our feature piece for the Guardian on the learnings to have emerged from clinical reorganisation in the Nordic country, based around case studies from Dr Foster’s Global Comparators programme, also went live in June.
As Britain digested the impact of the vote, we evaluated the arising issues and clarified them to the public through the trusted voices of our clients. One such authoritative voice in the clamour was Dame Professor Henrietta Moore who added some much needed clarity in July on the potential impact of the vote on the poorest people in our communities.
August bought with it the welcome news of a large new client win for our team. We had launched a report for Action on Elder Abuse several years prior and they were now able to come back to us with the strong campaign: ‘Elder abuse is a crime, let’s make it one’.
Following a fortuitous meet at the Goldman Sachs 10KSB conference with a fellow graduate back in May, who ran health tech firm Cloud2, we were also able to secure his business a substantial piece of coverage in the Guardian in August as well. Always nice when academic, client and new business worlds combine to create compelling coverage!
Our lovely client MES rounded off a successful thought leadership campaign that saw a total of five pieces in target media, including Health Service Journal, Guardian and TES ahead of their first conference in June by us securing a great piece in HSJ for head of patient experience at NHS Improvement Julia Holding, reflecting back on her presentation at the MES Challenge 2020 conference on why it is crucial to get patients and their families engaged in the development of their own care plans.
September also bought with it the news that we’d been accepted onto the procurement framework for Marketing Birmingham, strengthening our specialism in regional development as a core area of our business.
We also attended NHS Expo and used the opportunity to create more compelling content for our clients on their own media channels including this snapshot video for Dr Foster.
We also used the opportunity of Expo to gather the expertise of a few of our clients and pals into a blog the big changes experts are expecting will transform the NHS.
October saw our analysis of crime figures for Action on Elder Abuse result in a Times newspaper exclusive on the damning statistics on failures to prosecute the perpetrators of crimes against older people.
This impactful piece, which prompted follow-ups in national and regional broadcast channels including BBC Radio 4’s You and Yours, piqued the interest of the Home Office. Following the coverage, a senior civil servant arranged a formal meeting with AEA CEO Gary Fitzgerald to discuss the review of the laws protecting vulnerable groups, which currently do not include older people.
November saw us launch a feel-good piece with the Guardian Healthcare Network about the fantastic work of our client the National Council for Palliative Care on using theatre to connect with clinicians, managers, patients and their carers. The article helped to drive increased engagement with this programme of work to get people talking more openly about death to bring more dignity into dying.
In November, we also launched a joint campaign with debt charity Toynbee Hall, for our client the employee benefit fintech firm Salary Finance with an analysis of Millennials’ credit scores. The Guardian ran the story as an exclusive.
Then, following on from our successful campaigns in previous years, in December, we launched Trusted Care’s 2016 Care Map findings that care quality has slumped despite rising costs in the past year.
After meticulous combing through the data to produce a detailed, county by county story on the quality and cost of care across England, our national story was covered in five national newspapers, including The Telegraph, The Guardian, The Daily Mail and The Sun. It was also covered on key national broadcast radio including The Today Programme and Adrian Chiles’ morning show for Five Live, who ran a phone-in on the topic. Furthermore, thanks to coverage by the Press Association, key regional newspapers and radio picked up the story from Bristol to Yorkshire, leading to a total 61 pieces of coverage overall.
Following the success of the campaign and the impact of the coverage of their business, securing a huge leap in SEO rankings for their site, follow-up interest from target high value national broadcast,and potential to collaborate with key advocates we’re looking forward to continuing the campaign for Trusted Care into the new year.
Chinese astrologers predict the 2017 year of the rooster, a fire sign, will bring further bombast on the world stage. At Journalista, we’re strapped in and ready to guide our clients clearly through whatever complexity comes our way.
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