The PR Office provided Side by Side, an integrated special needs school in north London, with PR and media support in the lead up to an exclusive fundraising dinner at the famous Lord’s Cricket Ground. The PR Office’s objective was to publicise the dinner and highlight the charity’s fundraising efforts. Activity focused on the school’s target media to raise awareness and encourage greater support for the charity from across the Jewish community.

In the run up to the dinner, The PR Office provided a press office facility to raise awareness of the school and publicise various activities that the pupils took part in. This included writing a comment piece for the Jewish News about Integrated Education on behalf of the school’s Headteacher, Gerald Lebrett, as well as securing coverage of photos taken of students taking part in Jewish festival celebrations.

Post-event coverage focused on Jewish and local media outlets. The post-event activity highlighted the event’s distinct elements, which included a tour of Lord’s Cricket ground and entertainment provided by inner magic circle magician, Nick Einhorn, as well as key messages taken from the evening’s speeches. The release, together with a selection of hand-picked photos from the evening, generated coverage across London-based Jewish media.

In addition to the media activity, The PR Office secured local parliamentary support for the school from Diane Abbott MP. This was included in the fundraising brochure which accompanied the dinner.

The results from the media activity were a great success and the client was very happy.

About the Author: Shimon Cohen