The childbirth and parenting charity is already well known for its opinions on physical and mental health issues linked to parenting, particularly around breastfeeding, nutrition, birthing arrangements and maternity services.
But the organisation now wants to increase recognition of its work on the social aspects of becoming a parent – from work-life balance to consumer issues and environmental concerns.
Amazon PR has been asked to target social affairs journalists, features writers and broadcast producers, to make the NCT one of the first ports of call for comments on a greater range of issues linked to parenting.
The agency will be working with the charity to develop a range of proactive media packages to establish this new position over the coming months.
NCT director of marketing Sally Horrox said: ‘As things stand our press office is inundated with calls from journalists looking for comment on health-related issues, like breastfeeding or home births. But we also do so much more - we help parents save money and reduce waste through our nearly new sales, we help build networks of support, and we conduct research into major issues such as returning to work after maternity leave. With Amazon’s support, we’ll be looking to play a bigger role in debates around these and other social issues.
Amazon PR’s clients include COI, Capacitybuilders and The National Trust.
Picture credit: Ann-Marie Briscombe