SportsAid wants potential athletes to be aware of the financial help the charity can provide, as well as ensuring beneficiaries understand the source of their grants.
It also wants to build understanding of the charity among corporates to ensure sponsors keep coming on board.
Gyro account manager Jo Ferrier said that the charity would keep a low profile during the Beijing Olympics due to negative media coverage, 'We will try to get through it quietly,' she said, but added that it would really 'bang the drum' for the charity in the run-up to the London Olympics. She said the agency was particularly interested in getting London media coverage.
Gyro PR launched as an offshoot of Gyro International (PRWeek, 24 April). This is the first time that SportsAid has used PR support, and has brought in Gyro PR on a paid basis.