Case study - PPMA

Workplace

CASE STUDY

Raising the profile of the PPMA

Issue
The Public Sector People Managers’ Association (PPMA) serves and represents the professional interests of managers in the public sector. Communications Management has been working with the PPMA since February 2008 providing support in driving its membership growth and improving awareness among senior HR professionals in the public sector.

Strategy
As part of a wider communications and PR programme for the PPMA, Communications Management was responsible for raising the profile of its new president, Gillian Hibberd, appointed in April 2009.

The strategy was to tap into real issues facing the public sector and target the relevant national press and the HR and public sector press to secure interviews with Gillian to generate high-quality coverage. Communications Management concentrated on:

  • Promoting Gillian’s achievements in and commitment to the public sector
  • Positioning Gillian as a successful public sector HR Director with real insight into the issues and challenges facing public sector organisations
  • Highlighting Gillian’s passion for improving public sector services

Impact
The campaign immediately resulted in 7 pieces of high-quality media coverage and helped position Gillian as an expert in issues facing public sector managers so that journalists automatically seek her opinion on relevant issues. Coverage includes: