Scope is to launch a fresh PR drive in its bid to stamp out
negative images of the disabled.
The communications industry routinely shows the disabled as downbeat,
lonely and needy, according to the charity for people with cerebral
To counter these messages Scope's latest campaign, to be launched next
month by disabilities minister Maria Eagle, will directly target
communications professionals for the first time.
Those to be targeted include PROs, journalists, advertisers and
Also colleges and media training groups such as the National Council for
Training of Journalists and the Institute of Public Relations will be
Scope spokesman Robert McLean said: 'It's important that we get the
communicators of the future. For too long disabled people have not been
seen as an intrinsic part of society.'
The campaign, to be called Tell It Like It Is, involves the promotion of
a training pack for communicators. This pack includes a video of media
personalities, such as Jon Snow, offering advice on how better to
portray the disabled. A roadshow programme will also be launched later
The campaign is being handled by Scope's in-house PR team and has been
funded by a £24,000 grant awarded two years ago by what was then
called the Department for Employment and Education, now Department for
Work and Pensions.
Scope has still not replaced assistant director(public relations) James
Rye, who left the charity in July to join residential care group, The
Disabilities Trust, as its first external affairs director. His post is
now under review, with a decision likely early next year.
Internal comms manager Jill Grogan and external affairs manager
Christina McGill, who leads this latest PR campaign, head PR in the