PUBLIC RELATIONS
USING DATA TO SHAPE CAMPAIGNS
LAURA STANLEY LEARNS ABOUT A BUSY 18
MONTHS FOR SOUTH YORKSHIRE FIRE AND RESCUE SERVICE
AFTER 18 months which involved staging a portrait exhibition, launching an employee awards scheme, developing a new corporate narrative and handling the impact of local flooding, it is fair to say that the four- person communications team at South Yorkshire Fire and Rescue Service is on fire. Proverbially speaking, of course. But corporate communications manager Alex Mills,
who has worked in the service for more than a decade, also believes the team has evolved over the period to ‘take a more rigorous approach to campaigns’. He says: ‘We focus more stringently on outcomes.
There’s nothing that we do as a team that’s awareness raising: everything has a clear outcome and objective.’ Each campaign now follows the OASIS – Objectives,
Audience Insight, Strategy, Implementation and Scoring – framework for campaign planning, which is also recommended by the Government Communication Service. From the outset, the OASIS framework demands
that questions are answered, says Mills. ‘What is our objective? Who is our audience? What are the best
CorpComms | February/March 2020
channels? It forces the tactics to come at the end. There’s no We should do a video without setting out what we’re trying to achieve.’ But audience insight also plays a valuable role in
informing the strategy behind a campaign. Mills points to the Service’s Find the Time campaign as an example of this in action. After realising that more than half of the 49 people who had died in fires since 2013 were aged over 50 – indeed the majority were aged over 60 – the service decided to launch a campaign that would change behaviours and prevent fires in the homes of those who were potentially vulnerable. But finding the platform to communicate such a campaign was more troublesome, as this is not typically an audience on social media, for example. Post-incident data revealed many of the victims had some level of social isolation, which meant that bad habits,
With every
campaign, we find it easier to get people
involved with the next one
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