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Each SLZ comes complete with the 'Ultimate PR Package' raising the profile of your project. The Meriden Park site featured in local press and web throughout the duration with it peaking at the opening where it was opened by all involved including Steve Backley and the Mayor. The PR was also tailored to suit the mood of the community and reverse it's perception of the project.
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The Ultimate PR PackageEstablishing Legacy
By James Crawford & Steve Leigh
“The legacy from London 2012 will not come from the event itself, but from what we do to actively encourage and promote a greater involvement in sports and leisure activities.”
Roger Black MBEFormer European, World and Olympic Champion
The role of PR: to engage communities and help them to realise the full potential of the Sports Legacy Zone
Who do we target?
Tools at our disposal
• Press office team• Digital content• Blog / Facebook / YouTube /
Twitter• Personal Development Plans• Celebrity endorsement• Behavioural study• Photography / video
1. Pre-awareness:– To explain SLZ, create awareness and engage community
leaders2. Launch:
– To maximise awareness and positive profile for the SLZ and the reasons behind the investment
3. Legacy:– Communicating the positive change created by the SLZ.
3 Phase Approach
• Media announcement of plans• Media story during build – e.g. community visit to site• Creation and management of pre-SLZ benchmarking
community survey• Creation and management of online content for community
coaches• Engaging community groups through social media
Pre-Awareness Phase
• Media day on-site: including visit from Olympian and managing media interviews with key partners.
• Launch of community fitness challenge competition
Launch Phase
• Managing community legacy survey• Media story detailing impact of SLZ on community habits• Media case study based on community use of scheme –
e.g. outdoor classroom
Legacy Phase
Meriden Park – A Case Study
• Perceived ‘problem’ area• Extensive grassed area – poor usage levels /
reports of anti-social behaviour• Lack of community play and sports provision• Findings:
– Community heavily reliant on ‘free’ sports and leisure facilities
• 68% spend nothing on sports/fitness (61% nat. average)
– But, below national average for:• Quality of facilities 3.9/10 (nat av. 5.3)• Evidence of investment• Usage of facilities – 58% less than once a month• Distance to travel for facilities – 26% more than 5
miles
Situation Analysis
• Activity– Media announcement– Steve Backley broadcast interviews– School visit– Online social fitness study– Local partners raising awareness– Meriden Blog– Listening and adapting to local
sentiment
Pre Launch
• Co-ordinating partner organisations• Official ribbon cutting• Steve Backley personal appearance• Media interviews• Engagement with community leaders• Demonstrations of equipment and virtual
coaches• Photography and video
Launch
• Partnering with Berrygrove Primary School - developing structured lesson plans
• Community Police Officers – partnership to engage with community coaches
• Promoting at a national level as an example of best practice and innovation
Legacy
• The importance of:– having a central contact co-ordinating publicity– working with community leaders– listening to online forums to judge mood– letting the children say it for you
What we Learned
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