Campaign: Second Opinion

We all know it - our own staff can be our best ambassadors, or they can be reputation wreckers if they're not in the loop, don't feel valued, and don't see the big picture of the whole organisation.

This campaign is certainly proof of that. It shows, too, how campaigns are often devised by PR specialists to counter poor communications elsewhere in organisations.

If communication between Greenwich education officials and their own staff had been better in the first place, then this campaign would not have been necessary.

I can say this with confidence, because Birmingham has spent the past decade rising from its close-to-the-bottom league table placing to become one of the best-performing urban education authorities.

Having said that, Greenwich Council and its communications team put together an excellent campaign.

A key to its success was the recognition that social issues, such as education, have an impact on the whole community and any campaign must have that broad involvement.

Most importantly, the tools it used have opened channels of communication for future success with front-line staff - its teachers - and the community.

And I imagine it will also get great use out of the celebrities it used for future campaigns, too.

Creativity: 4

Delivery: 4


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