The Prince’s Initiative for Mature Enterprise

The Challenge

The Prince?s Initiative for Mature Enterprise is the only national organisation dedicated to helping people who are 50 plus, unemployed or under threat of redundancy, into sustainable self-employment.

The Prince?s Initiative needed to raise awareness of the social, financial and health implications of 50+ unemployment, issues which are under-represented in mainstream media coverage and, therefore, in the minds of policy makers. Coverage needed to present the work of The Prince?s Initiative as supporting self- employment as a solution.

Our Approach

RepComms conducted a literature review of current and recently published material, statistics and reports to pull together a robust support frame for the PR campaign.

Developing a focused media campaign in the regions to support The Prince?s Initiative network of regional courses and networking events, RepComms combined broadcast and print PR, leveraging the profile of The Prince?s Initiative ambassadors, in particular, Nick Hewer, to engage the interest of the media.
We used localised case studies to buttress the programme, bringing a human face to the story.

The Results

Media coverage in every target region, including print, radio and TV interviews with The Prince?s Initiative ambassadors and case studies. There was a significant uplift in web traffic and enquiries to attend Prince?s Initiative courses in the regions where coverage appeared.