Jerry Green Dog Rescue

Overview

Jerry Green Dog Rescue is one of the UK’s leading dog rehoming charities, but until this year it has been a little known charity with low visibility among the general public. The charity hired Shooting Star at the beginning of 2013 to raise its profile across Lincolnshire, Nottinghamshire and Yorkshire as well as in dog and pet-focused consumer media.

Objectives

Jerry Green Dog Rescue considered employing an in-house press officer but instead engaged Shooting Star to improve its communications and develop an overall PR strategy.

Approach

Working closely with the Head of Fundraising we have been able to generate enormous interest in the work of the charity. We maximised awareness and coverage of fundraising and profile-building events and helped the charity promote its success stories to as wide an audience as possible. We were also involved in identifying celebrity ambassadors to raise the profile of Jerry Green Dog Rescue, creating a promotional video and developing strategies to support specific appeals and campaigns.

Results

  • Achieved 370 articles in the first five months
  • 229 different media outlets ran our story about a young widow whose dog was temporarily cared for by Jerry Green Dog Rescue
  • Secured articles in key media including Dog World, Your Dog, Our Dogs, Dogs Today, Metro, Daily Mail, Full House, Media Trust, MSN UK and Yahoo!

As a leading dog rehoming charity we were aware that much of our good work was going unnoticed.  That led to our engagement with Shooting Star.  The team soon developed a wonderful insight into our needs and they have helped us promote our charitable work throughout the region and beyond.  

The relationship from the outset has been warm and inclusive, with Shooting Star feeling very much ‘one of the team’ rather than an external agency.  One area that has continued to impress is just how proactive they are in spotting potential avenues for us to get our story out

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