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embrace the middle east

Embrace the Middle East needed to grow their limited media coverage and reach new audiences. 


With no in house press office and limited team capacity, we were asked to assess the charity’s current PR activities, resources and channels and look at how we could help them tell their story more effectively, raising the profile of Embrace the Middle East by engaging new audiences through a broader engagement with a more diverse range of media outlets.

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Working closely with the Marketing Director and in-house team we conducted a full assessment and careful review of the charity’s past media activity, potential news stories and resources. We designed a strategic and creative PR plan and 

media activity chart for the year ahead, identifying key stories, campaigns and dates which also enabled us to respond to both reactive and proactive opportunities and engage a boarder range of key media outlets.

There is nothing more powerful than the impact of personal story. Working with so many incredible impact stories makes for great communications.
— Andi Russell
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We have increased media coverage by 65%. We have also expanded the range of media outlets they are now engaged with and set up a number of strategic meetings including national media such as the BBC and Channel 4 News in order to share stories and build key media relationships for future opportunities.

We identified newsworthy stories they had available but hadn’t shared previously and implemented a strategic, consistent flow of PR activity throughout the year that complimented the work of the wider organisation and supported the overall vision and values of Embrace. 


Working with Jersey Road has really kick started our media work. They have offered expertise, contacts, and advice alongside training and capacity and we are already seeing the benefits in terms of the range, quality and quantity of our media coverage.
— Nigel Varndell, Director of Fundraising and Marketing, Embrace the Middle East