Dream job
cute golden puppy looking straight at the camera with grass in the background. This dream job role would look after cute puppies like this!

January 9, 2022

Overview

Guide Dogs provides life-changing support, skills and dogs to people living with sight loss in the UK. In 2021, it celebrated 90 years of helping people with sight loss live the life they choose. The Guide Dogs 90 Appeal encouraged people to support so the charity can continue to help people with sight loss live the life they choose for the next 90 years (and beyond!).

The challenge

Guide Dogs was advertising for a Canine Services Assistant and asked for PR support to boost awareness of this exciting new role. With just days before the role was due to close, they needed an impactful story turning around quickly. Importantly, as the goal was to drive high quality applications, it was vital that press coverage drove high quality applications the HR team wasn’t flooded by applicants that didn’t meet the specific criteria – so the messaging had to be just right.

The strategy

  • Drafted a press release to hook media in with the angle of ‘get the best job in the world’ (spend your days playing with puppies) while ensuring messaging clearly communicated the role’s scientific criteria and the charity’s focus on animal welfare
  • Prepared a targeted media list of relevant press contacts – including journalists who had previously covered ‘dream job’ stories
  • Managed approvals for quick sign off by relevant internal stakeholders
  • Liaised with other team members (HR, social media, internal comms etc.) for a streamlined approach both internally and externally
  • Distributed press release and coordinated all media enquiries and interview requests

The results

  • Despite the short turnaround time, Melissa secured over 60 pieces of coverage for this ‘dream job’ story
  • Highlights included: Daily Mirror, Metro, MSN, Country Living, Tyla, Money Magpie, Coventry Telegraph, Talk Radio, ITV1 Central West and more
  • The team also reported some good quality, last minute applications came in after the press coverage appeared.

Melissa supported the Guide Dogs Communications team in 2021 and 2022.

Guide Dogs logo: yellow paw print on a navy blue background

“I’m still feeling supremely grateful that the Guide Dogs comms team have been able to benefit from Melissa’s PR talent for the last few months. From day one Melissa was looking for creative hooks, new story angles and opportunities for the charity which have led to some outstanding features, news items and interviews for our 90th anniversary within a very short space of time.

“Beyond her media relations expertise, her drive and ability to network and build internal connections means she is able to add real insight to her stories and is the ultimate self-starter. She’s also a team player who everyone likes working with.

Charlotte Speedy
Head of Communications, Guide Dogs

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