The importance of Cygnet PR

When I first joined the course I signed up to Cygnet PR, not knowing what to expect and went in with an open-mind. Since joining I have been a part of many projects but more recently I have been involved with LEAP (Lincolnshire Employment Accommodation Project) as have a number of others from my year. They approached Cygnet PR after needing help in creating more awareness of the charity within Lincoln.

LEAP focus on providing support and housing to young vulnerable people who are at risk. They can help people aged 16-25, who are in need of support and need somewhere to live.

When we first took on the client we looked at any events they had coming up to see if there was any aspects we could add to in making the event as big as possible to spread awareness of LEAP. We noticed that LEAP were taking part in the Lincoln 10K and we thought that it would be a great way for us to get some exposure for the charity by using various PR techniques. However, due to bad weather the 10K was cancelled but I see it as a more positive experience as we came together as a team to plan an event for a charity. Event management is a key area in PR and planning is a key skill for this.

We used a number of PR tools in achieving the main aim of the charity: to create more awareness. The tools included sending out a number of press releases for both pre and post events as well as creating two promotional videos for the charities, both with a balance of text and video showcasing whom the charity are. One video was based on a case study of someone becoming homeless as well as a general showcase of who LEAP are.

(filming one of the promotional videos for LEAP)

Overall, I feel as though this project has been a good example of why Cygnet is useful for PR students at the University of Lincoln and gives individuals a flavour for the type of work that they will be carrying out. Cygnet shows that when things don't go in your favour that we have to adapt to produce something that is equally as good.

Written by Kieran Rumsby