In 2007, we were engaged by the Cutty Sark Trust on a pro bono basis to help promote its restoration project, highlight the work they were undertaking to restore the tea clipper to her former glory and create a new visitor centre at Greenwich. We were also asked to promote celebrity Nicky Hambleton Jones – then presenter of the TV show 10 years younger who was supporting the project.
HOW WE HELPED
We arranged for BBC London and ITV news to visit the ship and produce films about the restoration project and invited journalists to attend the launch event. BBC London filmed its breakfast show live from the ship.
Where we really provided support however, was when the ship caught fire in 2008 and was almost destroyed.
We heard the news at 5am and informed the trustees and CEO whose car was immediately diverted so he could do a live interview for BBC’s Today programme. We then prepared a series of statements, which were updated throughout the day and for the next 48 hours handled 100s of calls from media from around the world.
We focused on turning the crisis into a positive story – discussing the historical artefacts that had been saved as part of the restoration project. We then launched a fundraising appeal to save the Cutty Sark in the national media.
This was a true crisis management PR situation and the key to its success was handling the media carefully, being available at every moment during the crisis, providing regular communications and updates and focusing on turning the crisis into a fundraising appeal story. Today, the ship is safely restored and has won several awards for its successful conservation.
“Kathryn worked for Cutty Sark between 2005 and 2010 to help us to raise the profile of this important ship and ambitious conservation project. She always displayed immense professionalism and imagination.
Kathryn really came into her own from the day that the ship caught fire in 2007. This was a very high profile media story and Kathryn did the most extraordinary job in managing the media, not just in the UK but around the world.
The handling of the crisis is often cited as a text book example of message and media management. This was in no small part due to Kathryn’s talent”
Stephen Archer Former Trustee and Communications Director Cutty Sark
LORD MAYOR'S CHARITY
This was a campaign set up by former Lord Mayor’s Consort Nicholas Woolf and it was run in partnership with Cass Centre for Charity Effectiveness at Cass Business School with the aim of encouraging more City professionals to become Chairs of charities.
Our role was to promote a year’s programme of free, high profile events that would bring together City professionals and charity leaders to examine key leadership issues facing the non profit sector and also explore the opportunities for leaders from the City to join the boards of Charities.
HOW WE HELPED
Working closely with Cass Centre for Charity Effectiveness, we launched the campaign in the media, with highlights including The Sunday Times and Guardian as well as leading charity media.
We invited journalists to attend the series of City Giving lectures at Mansion House, where speakers included Sir Ronald Cohen and Chairman of the Charity Commission for England and Wales, William Shawcross as well as the debates on issues including social welfare, social engagement and social mobility and the Chair’s conference which was the grand finale event.
Not only attending the events and ensuring good media turnout, we wrote up the content so it could be shared with journalists and supporters. We also promoted the legacy materials produced as part of the programme on issues including leadership and governance.
The goal of the campaign was not only to promote the series of events but to highlight some of the key issues facing charity leaders and in particular Charity Chairs.
We secured strong media presence in the national, London and voluntary sector press with key sector journalists attending the debates and lectures.
We were especially proud of the fact the coverage focused on the key issues discussed at the events with headlines asking whether social engagement really matters or how effective social finance really is and the barriers affecting social mobility in the UK.
Day Webster, a leading UK healthcare recruitment business, approached Kayak PR in 2014 to help them raise their profile and help them win recruitment and business awards.
Having launched in 2009, Day Webster has successfully expanded from a two man team to more than 150 employees, with a turnover £29 million. They wanted a PR agency to support them during their next phase of development.
HOW WE HELPED
Following a ‘soak and scope meeting’ to really get to know the company and its business we put together a detailed PR plan highlighting which awards should be entered and helping them understand what content was required for award success.
We also developed a PR programme focused on brand building and promoting Day Webster in the healthcare and recruitment press, and positioning them as thought leaders.
For award entries we wrote a variety of content including client and candidate case studies, testimonials, and created compelling messages that set the company apart from the competition.
So far we have entered Day Webster in the Recruitment International Awards, Sunday Times Fast Track and Global Recruiter Awards.
Day Webster achieved the “Rising Star” award at the Recruitment International Awards 2014 and was ranked third in the Sunday Times Virgin Fast Track 100 List published in December 2014, the only recruitment firm to take a top 10 position.
Business is flourishing and PR is underpinning this success, helping Day Webster achieve their goal of being the number one healthcare recruitment provider in the UK.
We were asked to launch Visijax hi-vis cycling commuting jacket in the national and cycling media.
HOW WE HELPED
To launch the product we organised a series of journalist reviews and interviews following a media sell in to the broadcast, national and men’s magazines, cycling and health press. We also focused on journalists writing gift guides for the Christmas period.
We focused on the product’s innovation as well as research on cycling and safety to highlight the benefits and features of Visijax.
We achieved some fantastic results including being included in the Sunday Time’s Cycle Doc column, The Guardian, The Sunday Mirror, T3, Bike Biz, Bike Radar and The Daily Telegraph’s great gift guide.
WHAT OUR CLIENTS HAVE TO SAY
We caught up with Stephen Archer, Director of Spring Partnerships. He told us why he has enjoyed working with Kayak PR for 10 years.
Marketing Manager, Punter Southall Health & Protection
I love working with Kayak PR - they really get it! They've helped us to increase our press coverage and get our message out there.
Managing Director, Wondesigns
Kayak PR have done a few articles and web site copy for me and my clients, I find them incredibly talented and always hit the brief on point. I continue to use and recommend them.
Marketing Manager, Homesitters Limited
Working with Kayak PR has been easy from the start. Kathryn and her team understand the direction our company wishes to go in with regards to modernising our brand identity while maintaining our brand heritage, delivering this through the national press and social media. At all times Kayak PR are professional and sensitive to our perceived needs and very proactive.
Head of Marketing, Codel Software Ltd.
"Kathryn and her team have been instrumental in vastly increasing our PR profile since we engaged them in June. Every dealing with them has been positive and productive, and we have consistently received lots of coverage in high quality, relevant publications. Kayak PR have been a breath of fresh air, and we would have no hesitation in recommending them."
Business Development Manager, Cass Centre for Charity Effectiveness.
“Kathryn and her team supported the first ever Lord Mayor’s Charity Leadership Programme by providing highly effective PR support. She provided us with a high level support through effective press releases and event reporting. She secured the attendance of key sector journalists.
The resulting coverage from the first event ensured that we attracted further high profile delegates to attend events throughout the programme. We also saw Cass CCE’s coverage increase across the sector press which we have benefitted from even now that the programme finished. I would recommend any organisation looking to increase their press profile to work with Kayak PR.”
Former director of communications, Cutty Sark Trust
"Kathryn worked for Cutty Sark between 2005 and 2010 to help us to raise the profile of this important ship and ambitious conservation project. She always displayed immense professionalism and imagination.
Kathryn really came into her own from the day that the ship caught fire in 2007. This was a very high profile media story and Kathryn did the most extraordinary job in managing the media, not just in the UK but around the world."
Director/Owner, Multiple Technology Companies
"Kayak PR worked with Pedalite in creating and executing a public relations programme for the company. Amongst a consistently high overall performance, delivering media relations and journalist interviews at trade shows was exceptional. If you need an independent marketing executive Kathryn will exceed your expectations."
Founder and Managing Partner at Collaborative Equity
"Kathryn is simply the best PR expert I've ever worked with (and I've worked with a few!) She 'got' what we do very quickly and we saw an immediate translation of material into pieces appearing in the press.
Kathryn is well connected and knows just where to pitch the stuff we produce, but more than that she manages us really well; never asking too much of us, and always willing to take the kernel of an idea and work it up into a pretty near final draft. Kathryn is completely professional and is just a delight to be around; our meetings are always great fun and very creative. I cannot recommend Kathryn and Kayak PR highly enough."
Director of Strategy and Change at Grainger PLC
"Kathryn is everything you would want in a PR professional - smart, hard working, knows her stuff, a can-do attitude and an uncanny knack of getting really good quality coverage. As importantly she is not afraid to challenge - often because your ideas need shaking up and more often because she has good ideas that that you need to hear. And she's great fun to work with!"
Managing Director, Russam GMS and trustee MS Society
"Kayak PR is very integrated into the Russam GMS team and we do not consider her to be a "supplier." Kathryn is a delight to work with and important part of the team. We count on Kayak for many tasks outside of the traditional PR space including supporting key client communications and special events. They have become an expert in our niche of the industry and add significant value."