Making a PR splash with a complex data story

In the headlines: PR launch of a new report into England’s ‘death zones’

The Centre for Progressive Policy (CPP) is an exciting new think tank committed to making inclusive economic growth a reality. By working with national and local partners, their aim is to devise effective, pragmatic policy solutions to drive productivity and shared prosperity in the UK.

Their first health report, Diagnosis Critical: launching an enquiry into health and social care in England, launched in June 2018, having published reports previously about higher education. They asked ZPB to handle the PR and comms.

The data-rich report covers a lot of ground, but the first stage was to review the data and the report to pull out the most news-worthy headlines. We wrote a press release that led to the most newsworthy stories in the report and then sold the story into the Health Service Journal as an exclusive and then contacted the national press health and news correspondents. We worked on local angles for local publications. Finally, we supported the journalists with further information and interviews as required to enable them to publish their stories.

“ZPB are the consummate professionals, working seamlessly with our team on every aspect of data analysis and report writing, managing and
 engaging stakeholders and providing targeted PR support.

The launch of our latest report was the most successful press and media campaign I’ve been involved with in health and social care, and the extent of our coverage was a credit to ZPB’s reach, planning and
 responsiveness. Months after the release of our data we were still getting media pick-up, and have built on this to engage with local and national policymakers at the highest levels of government.”

— Charlotte Alldritt, Director, Centre for Progressive Policy

The hard-hitting report identified 32 areas in the country that made a link between lack of funding and increased mortality and understandably attracted a lot of attention.

It was published in the HSJMail OnlineThe Sun, Scottish Sun and the Mirror. Roy Lilley wrote about it in his blog. The local publications that took the local angle include Wigan TodayCornwall LiveWorcester NewsDissMercury in Norfolk, and About Manchester.

As well as PR and communications, ZPB is working with CPP on its year-long programme of work investigating how the health and social care system should be structured and financed. ZPB is mentoring their analysts on the best possible way to utilise NHS data, convening and running their expert group and holding a deliberative event with members of the public.

Does your organisation need some help with PR? Get in touch with our PR specialist Alex Metcalfe by emailing alex.metcalfe@zpb-associates.com

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