Data-driven PR campaign · Golden Paperclip (Złoty Spinacz) 2023
A PR campaign for Pracuj.pl built on research data, combining media relations with social media communication as nine weeks of parental leave for fathers came into force. The Linkleaders and Pracuj.pl project won the Golden Paperclip (Złoty Spinacz) 2023 in the Media Relations category; its total reach was 9 million people.
01Situation
An amendment to the Labour Code introduced nine weeks of parental leave reserved for the father. The task: to build around this change a PR campaign based on research data that would combine media relations with social media communication and give the Pracuj.pl brand a voice in the public debate on parenthood and work.
02Actions
5 steps in the order in which the project was built.
Drafting the survey questions, obtaining the data from a research institute and taking part in processing it.
Interpreting the raw data and giving it a coherent communication narrative.
Co-creating materials for the media, preparing radio releases and sending them to radio stations, preparing and distributing newsletters, liaising with the media.
Copy and graphics for three posts, which drew 240, 91 and 283 reactions.
Publishing materials on the website, media monitoring (TV, radio, online, press, blogs) and ongoing cooperation with the Grupa Pracuj team.
03Anatomy
The key elements and layers of the project in one drawing. Numbers lead to the descriptions; pointing at a description highlights its element.
04Result
People reached by the campaign
9 million
Golden Paperclips (Złote Spinacze) 2023, Media Relations category
Golden Paperclip
Reactions to three LinkedIn posts
614
240 + 91 + 283, own calculation based on the CV
Of working parents support the new leave for fathers
85%
Pracuj.pl survey result, as reported by PAP (Polish Press Agency)
| Post 1 | 240 reactions |
|---|---|
| Post 2 | 91 reactions |
| Post 3 | 283 reactions |
In order of publication; 614 reactions in total (calculated from the CV).
“A number changes a decision only when someone asks the right question in the survey, turns the result into a story and delivers it in the format the audience needs: a news dispatch, a radio release, a post. In this project I was responsible for the stretch from data to narrative.”
06Details
The project was carried out in the DAT:AWESOME by Linkleaders team; on the agency side its owners were Aleksandra Witkowska and Przemysław Kuć. I worked on it as a data-driven PR consultant: from the survey questions and the interpretation of the results to post copy, radio releases, newsletters and monitoring of coverage.
The Golden Paperclips (Złote Spinacze) are the competition of the Polish Public Relations Consultancies Association (Związek Firm Public Relations). In the 2023 edition Linkleaders won 7 statuettes in total; the gold in the Media Relations category went to the campaign for Pracuj.pl.
07Links and channels
08FAQ
A Golden Paperclip (Złoty Spinacz) 2023 in the Media Relations category, awarded to Linkleaders and Pracuj.pl at the 21st edition of the Polish Public Relations Consultancies Association competition (gala on 8 December 2023). The campaign reached 9 million people in total.
He worked as a data-driven PR consultant in the DAT:AWESOME by Linkleaders team: he prepared the survey questions, took part in processing the data, interpreted the results and gave them a narrative, co-created press materials, radio releases and newsletters, wrote the copy and graphics of the LinkedIn posts and monitored the coverage.
According to the Pracuj.pl survey quoted by the Polish Press Agency (PAP), 85% of working parents support the new leave for fathers and 80% of mothers believe it will share childcare more fairly.
09Related
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Project
From survey questions, through data interpretation and narrative, to press materials and social media.