Client: Nobel Women’s Initiative | Services: PR

Media outreach programme generates nearly
90 interviews around the world in just one week

Executive summary

From Newsnight to China’s Xinhau news agency, via Sky News, the Guardian and France’s AFP, Slack Communications helped Nobel Women’s Initiative raise the profile of a campaign to end sexual violence in conflict.

Slack Communications helped secure nearly 90 interviews across print, broadcast and digital, covering 40 media outlets and 20 countries around the world.

Challenges and objectives

In June 2014, 1,700 delegates including 79 government ministers representing 129 countries gathered for the first ever Global Summit to End Sexual Violence in Conflict. Co-chaired by Angelina Jolie and William Hague, the London Summit sought to agree practical steps to tackle rape as a weapon of war and to change global attitudes to these crimes.

Among those looking to influence the discussion and extend its reach was the Nobel Women’s Initiative, part of a network of 90 organisations operating under the umbrella of the International Campaign to Stop Rape and Gender Violence in Conflict.

The Nobel Women’s Initiative required PR outreach services to secure global media coverage across print, broadcast and digital. A fast turnaround; handling multiple languages and geographically dispersed media outlets; as well as an awareness of the regional and political sensitivities involved were among the challenges presented by the work

How we helped

In the weeks running up to the Summit, Slack Communications set about building relationships with the world’s media, working with editors, planners and producers to aid in forward planning and secure coverage.

This culminated in an intense period of activity over the week of the Summit when 32 different individuals were put up for interview. The list included four Nobel Laureates, an actress and seven survivors of sexual violence.

The results

Some 86 live and pre-recorded interviews were conducted over a five day period, across television, radio, print and digital for 40 publications and media outlets serving more than 20 countries worldwide.

Flagship coverage included:

– BBC Newsnight (UK)
– BBC Woman’s Hour (UK)
– Sky News (UK)
– Evening Standard (UK)
– Huffington Post (UK)
– Guardian (UK)
– AFP (France)
– El Tiempo (Colombia)
– Glamour (United States)
– NBC Universal: Ronan Farrow Daily (United States)
– O Globo (Brazil)
– CBC: As it happens (Canada)
– Xinhau News Agency (China)

What the client says

“Becky and her team were our on-the-ground ears, eyes and brains.  They came early and left late, and kept us laughing even as they organized yet one more interview.

“They were professional, highly knowledgeable and strategic about which media were the most important for us to reach.

“We would hire them again, without hesitation.”

Rachel Vincent, director of communications, Nobel Women’s Initiative