Emma Thwaites, founder of Allegory Communications, talks data and the way it influences our behaviour and
Launching the Health Data Hubs programme with a national exclusive and 50 pieces of sector press
Working with HDRUK, we developed a strategy of securing an exclusive in a national newspaper on the launch, to be followed immediately with a wider media outreach programme.
We meticulously planned the timings for the media outreach, prepared media materials and briefed the executive team. Several high-profile partner organisations — all of whom had their own communications teams that were eager to promote their involvement — also needed to be coordinated to ensure a clear and consistent message was communicated.
We also spoke extensively with key team members and partners to prepare detailed lines to take anticipating any difficult questions, and prepared and shared a package of information with all stakeholders to ensure aligned messaging and approach.
On the day of the launch we became an extension of the HDRUK in-house team, helping to co-ordinate media queries and implementing a system to review coverage and quickly handle any inaccuracies.
From start to finish, we turned the project around in under a week. In that time, we secured a detailed exclusive article in the Guardian from their health correspondent, as well as over 50 pieces of trade and stakeholder coverage.