Secret World Wildlife Rescue

Overview

Secret World Wildlife Rescue, established in 1992, is one of the leading animal rescue charities in the South West. Each year it admits over 5,000 animals of all kinds and species – from birds to badgers. The charity is fully reliant on funds from the public. Shooting Star began working with Secret World in 2016. 

Objectives

  • To increase the quantity and quality of positive news coverage for the charity in local and national press through a comprehensive media relations strategy
  • To enhance the charity’s reputation as one of the leading animal rescue organisations in the South West
  • To increase public awareness of Secret World’s work in saving thousands of animals each year
  • To position Secret World as an animal rescue charity, not an animal centre open to the public
  • To increase financial donations to the charity
  • To educate people about British wildlife and wild habitats

Approach

We base a large proportion of our PR activity on the thousands of animals the charity manages to save each year. From day one, we ensured our media lists were correctly targeted and curated for the type of content intended for distribution. As well as creating regional media lists, we also created national media lists for press releases with a national focus.

We put a strong emphasis on PR photography for this client. A picture speaks a thousand words and sending releases with good pictures improves the chances of securing coverage online and in print.

We continue to provide strategic digital advice to help the charity increase donations online, particularly on Facebook. We also provide Secret World with engaging copy for their external communications materials – from newsletters to information flyers. 

Results

  • In the two years from August 2016 to July 2018 we have gained 644 articles for Secret World. That’s 28 pieces every month! And still counting...
  • Over the same period we achieved a 11.4 million article reach
  • Increased national media coverage with articles in the Mirror Online and ITV News.
  • Secret World is widely respected as a positive and expert voice in the world of animal welfare. This has led them to appearances and interviews on BBC The One Show and BBC Countryfile Diaries earlier this year. 

Shooting Star has been our media partner for over 18 months. The team has been very responsive to our needs, not only in helping us to produce timely PR, to extend our reach and to produce/edit content, but also in advising us in new ways to use social media and other marketing initiatives.

They have proved flexible in how we work together, adapting to support us to suit our internal capacity and skills as necessary. This has given us value for money and the attention where needed. Shooting Star has also been incredibly generous in their donation of two cameras which will help us to increase our media capacity by continuing to provide high-resolution photographs to accompany our stories.

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