Getting the right focus on newspaper campaigns

May 26th, 2011 by Mark Perry

Forget the media campaigns about the rights and wrongs of injunctions, the Hull Daily Mail has shown that a focused campaign can make a real difference.

The newspaper has taken up a cause that matters to the community it serves and led a change by helping create a skilled workforce.

The Mail’s Apprenticeship Challenge aimed to get 100 apprenticeships in 100 days – in fact it helped 157 young people find training. The newspaper joined with local colleges and agencies and has succeeded in widening opportunities and encouraged companies, who don’t already have schemes, to look at helping get the young into work.

As assistant editor Jamie Macaskill said: “Together with our partners we have made a real impact on the future of scores of young people.”

Just a fortnight on from Local Newspaper week, this campaign has shown how important local newspapers are to their communities. With circulations are under pressure, from a PR perspective newspapers should look carefully at campaigns newspapers they could support or even initiate.

It could help them to re-engage with their communities particularly among the younger age groups who have less affiliation with newspapers and can provide the future live blood.

 The Hull Daily Mail is a great example of what a local newspaper can acheive.

About Mark Perry

Mark has more than 25 years’ experience in PR and corporate communications. He is a founding director of B2B consultancy Melville PR.

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