Privatised nuclear power company British Energy has become the
first sponsor of the Cub Scouts PR badge (PR Week, 13 September
The company is paying pounds 12,000 a year to sponsor the badge, which
will feature the BE logo alongside a mobile phone. The PR badge was
created last year as part of a wider effort by the Scout Organisation to
update its image and gain new sponsors.
BE is launching the sponsorship on 14 February with a PR workshop for
100 Scouts at Heysham power station in Lancashire. The day will revolve
around four seminars covering: presentation skills; events management
and survey techniques; media relations; newsletter production and the
Speakers include Jane Dunn and Greg Morgan from the Lancashire Evening
Post, BBC North West indus. stry reporter Gary Keown, Peter Hutton of
MORI, designer Chris Wilkinson - who set up the Scouts’ own Web site -
and Bob Fenton, senior press officer for British Energy.
Fenton said BE planned to repeat the event at other power stations
around the country.
The Scout Association estimates it will have 20,000 applications for the
badge over the year. To win one, Scouts have to obtain coverage in their
local media, give a five-minute presentation on Scouting, and assist
their group with a promotional event. They also have to chose two
additional activities from: producing a newsletter, creating an
exhibition, arranging a visit to a local media owner or conducting a
survey on the image of Scouting locally.