PRIDE AWARDS 2006/07: Diversity and high ambition

Spotlight on the winners of the CIPR Pride Awards for the North-East, from a museum group to a small agency.

Winner: Tyne & Wear Museums

Tyne & Wear Museums has collections in five venues, and wanted to unite them under a single theme to attract a more diverse audience – Look, Touch, Listen, Smell. This included audio guides, tactile displays and ‘snifferama’ boxes to cater for the visually impair­ed, people with learning disabilities and non-English-speaking visitors.

Working with designers and translators, the media team secured a major uplift in visitors. At the Seged­unum Roman Fort and Discovery Museum, for example, 12 per cent of visitors in 2005 described themselves as non-white, up from one per cent in 2004.

What the judges said: ‘The campaign showed good research of target audiences and the team segmented the campaign appropriately.’

Winner: Adessi PR

Winner: Adessi Public Relations

A 56 per cent rise in revenue, a 76 per cent increase in profits, and ten new clients, are just three of last year’s fiscal highlights for Adessi Public Relations. But it has been in staff development where the agency really excelled. Last year it asked 20 clients to assess the strengths and weaknesses of its staff, and the results were followed up with workshops.

What the judges said: ‘This agency has taken feedback from staff and clients and reacted to it in an innovative way.’

Winner: City of Durham

Only since 2005 has the City of Durham had a dedicated PR team. In a short space of time though, PROs have successfully implemented a council-wide media relations strategy.

Corporate protocols have been developed and the Durham City News was redesigned. Since the strategy was implemen­ted, positive coverage outweighs negative by 5:1.

What the judges said: ‘Significant achievement in such a short time.’

Winner: Durham City

Winner: Gravity

Winner: Gravity Consulting

Six-person agency Gravity last year worked on Luxair’s Get Luxy campaign, the launch of the first London-Shetland air route from atlantic Airways, and an Italian film season at the Tyneside Art House cinema. It was also awarded a comms role for Durham’s 2020 Vision project, but still has found time to start working towards Investors in People and ISO accreditation. It is also training staff to speak German and French.

What the judges said: ‘A small company with big company aspirations.’


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