A sensitive but pragmatic approach gained national coverage for the launch of a new research centre and its research, despite competition from major national news stories.
The brief
Although the University of Bradford has the UK’s largest group of academic researchers working on hair and skin science, this was not fully recognised beyond academic circles as researchers were spread through various departments. The Centre for Skin Sciences (CSS) brought these together and provided a brand through which the University could promote its expertise in this area more widely.
The Centre launched on 11 May 2010, the 25th anniversary of the Bradford City stadium fire in 1985, when 56 football supporters died and 200 were injured, many with serious burns. As part of the legacy of the fire, a burns research unit was set up at the University which continues to this day and this unit was to form part of the new Centre.
With limited resources available in house to support the launch and at short notice, Campus PR was asked to work with the Centre to gain national media relations coverage of the launch and provide a platform to build the Centre’s profile.
Our response
The Centre was keen that the launch focused not only on the past and the tragedy of the fire, but on the full range of science conducted at the Centre – now far wider than simply burns and wound healing.
As coverage on the day was likely to be dominated by the fire, we recommended some of the available PR budget be targeted at identifying other news opportunities and promoting those following the launch.
We drew up a press release for the launch that both acknowledged the history of the centre and focused on its future – giving the message that out of a tragedy a positive legacy had been born. Before sending this on general release, we contacted national journalists who might be interested in covering the story.
One of our team attended the launch and listened to presentations by CSS researchers, identifying potential story opportunities and research which could be newsworthy. These were then discussed with the CSS Director and a story opportunity chosen for further promotion.
Outcomes
Coverage of the launch was secured in the Guardian (both in an article written by the Northern correspondent and as a short mention by the sports correspondent) in addition to extensive coverage in specialist publications.
We were especially proud of this achievement as the launch came just after the 2010 election, when newspapers were filling their pages with coverage of negotiations over the hung parliament.
We were also successful in gaining coverage of the research project in the Daily Mail, the Express and in specialist outlets. In addition, a large number of story opportunities were passed on to the University communications team, for future use.
Following this short-term contract, we carried out further work for the University, promoting research within other research and knowledge transfer centres.
