Generating media headlines

A strong media presence is critical for a non-profit to draw attention to critical campaign issues, the services it provides, the needs of its clients, and the resources it needs to continue these activities. Commissioning new research is a strong tactic in keeping the organisation’s activity and needs in the public eye. This can take many forms: attention-grabbing headline statistics, personal stories, calls for policy change, and many more.

nfpSynergy has a strong track record of working with non-profits’ communications teams to bring their organisations’ work into the media spotlight. We work closely with non-profit organisations and their media agencies to understand what issues will be most effective in generating media coverage, what methods will best uncover those insights, and what reporting format will be most effective in holding public attention. We can also help you to track and evaluate what media outlets were most effective in reaching your target audiences.

Case Study: The Samaritans-Stressed Out at Work

For a number of years, Samaritans has conducted research into stress as one of many topics which contributes to informing its work and the delivery of its services. Samaritans commissioned nfpSynergy to develop this research and further explore the issue.

A robust and representative sample of 2,000 people across the UK were asked about their experience and perceptions of stress, revealing how the public today feel they are more stressed than ever. The impacts that stress has on people’s emotional well being, cognitive functioning, personal and family life and performance at work were illuminated, as were the most popular ways in which people deal with stress and how well people think they are coping. The research also identified how the experience of stress differs for particular social groups and regions of the UK.

Samaritans released our final report to coincide with their ‘Stress Down Day’ event and successfully contributed to generating a substantial dialogue on the issue of stress, including coverage on 150 radio stations, in articles in national and regional media and online. The editorial and public relations value of the coverage generated by our research for Samaritans was worth more than £850,000.