PRWeek UK Awards 2015: Young PR Professional of the Year

Macmillan's PR fundraising manager took home the coveted Young PR Professional of the Year award, sponsored by Weber Shandwick.

A 2008 graduate from the University of Glasgow, McCaskie joined the charity in 2012 and is now fundraising PR manager, leading a team of five.

She has helped Macmillan Cancer Support’s flagship World’s Biggest Coffee Morning fundraisers grow their income from £10m in 2011 to £25m in 2014, breaking the target for national media coverage secured, including an appearance by Terry Wogan on The One Show.

She has also driven registrations to the newly launched ‘Shave or Style’ and ‘Go Sober for October’ campaigns. During the Ice Bucket Challenge, she handled social media and interview requests, including protecting the charity’s brand from critical media when it was accused of hijacking the fundraising craze from another charity.

This included an interview on 5 News in which the Macmillan chief executive had a bucket of ice emptied over him, allowing delivery of key messages in a lighthearted way. McCaskie has also tested new social media channels, organised external speakers to address the PR team about new trends and techniques, and influenced senior internal stakeholders to create two new roles in her team.

The outstanding candidate, a clear winner

James Kelliher, The Whiteoaks Consultancy

 


Highly Commended

Charlotte Belle Tobin Belle PR

Finalists

Adele Connell, AxiCom

Christopher Onderstall, FleishmanHillard

Victoria Partridge, Ogilvy PR

Laura Starr, GCI Health

 

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