Kim Sanders, Girlguiding UK PR in the digital age conference www.charitycomms.org.uk/events

1. Girls’ Attitudes Survey:
An integrated PR launch
Kim Sanders
PR Manager
Girlguiding
@kimmyksanders
@Girlguiding

2. Who is Girlguiding?
Leading charity for girls and young women in the UK
• Over half a million members
• For girls and young women age 5-25
• Four sections - Rainbows, Brownies, Guides, The Senior
Section plus 100k volunteers
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•
•
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We
We
We
We
are for all girls
give girls their own space
give girls a voice
change as the lives of girls change

3. • Ground-breaking annual survey of girls’
opinions.
• Enables us to discover what motivates and
constrains today’s girls.

4. Girls’ Attitudes Survey
Respected research
Five year study
Tracked trends
Authentic engagement
Informs programme

5. Also a great news hook but…
• Breadth of research
• Gives girls a voice on their experience
• Simple message/theme

7. And now for some stats…
• Seven national broadcast hits, 13 national
print/online, 17 regional broadcast, 21
regional/local/print/online
• Sky, BBC Breakfast, CBBC Newsround, BBC
World Service, BBC Radio Five
Live, Guardian, BBC
Online, Telegraph, Independent, The
Times, PA, Daily Mail, Huffington
Post, Buzzfeed, Closer, Working Mums
magazine, SecEd, etc, etc.

9. Traditional gets social #GirlsAttitudes

10. Creating a buzz
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Shareable nuggets
Prepped private publishers
Shareable media
Further collateral

11. Making it work for social – and own it!

12. Prep your private publishers

13. Short and tweet

14. Don’t forget your stakeholders

15. And then?
• Instagram
• 15 second
interviews
• Twitter takeover
• Twitter fall
• High profile
engagement
• Engaged debate

16. Questions?
Kim.sanders@girlguiding.org.uk
@kimmyksanders