Case studies

Read about the campaigns Melissa has worked on to help for-purpose organisations meet their PR & communications goals.

Speaking out for Deaf children

December 15, 2015

Overview

On 11 December 2015, news broke that the Royal School for Deaf Children in Margate was closing with immediate effect after the Trust that runs it went into administration. The British Deaf Association (BDA) quickly launched a campaign to save this unique and vital heritage.

The challenge

BDA needed help raising public awareness of its campaign to save the school. Time was of the essence to raise as much awareness as possible and help protect these vulnerable children.

The strategy

  • Melissa and her team worked around the clock to provide the organisation with first-class advice and media relations support 
  • Facilitated strong lines of communication within the organisation to get the story out quickly to key journalists and kept the media informed at every stage of development
  • Worked with the families affected to support them through any press interviews that were set up to raise awareness

The results

  • 18 pieces of coverage secured over a two-week period
  • Highlights including a 3/4 page spread in The Guardian and a pre-recorded feature on London Live TV
  • Broadcast interviews secured with BBC South East and ITV Meridian both before and after an urgent meeting the BDA organised with the Minister of State for Schools, Nick Gibb, at Westminster
  • Unfortunately, the school could not be saved but the media spotlight helped raise vital awareness of the importance of the issue; ensuring families had as much support as possible to find suitable alternatives for their children.

As Associate Director at Rooster, Melissa led BDA’s PR team. She worked for the agency from 2014 to 2018.

Blue sign at the entrance to the Royal School for Deaf Children in Margate, which was closed despite efforts to save it.
Blue and gold crest of the former Royal School for the Deaf in Margate, which was founded in 1792 but closed despite a campaign to save it.
Building of the former Royal School for Deaf Children Margate, which was closed despite a campaign to save it.
BDA logo

“Melissa’s strategic input, creativity and attention to detail has made her an invaluable and indispensable part of my support network, in a challenging work environment.”

Grainne Kennedy
Founder commercial advisor, British Deaf Association

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