BBC (BBC jam)

British Broadcasting Corporation and creators of BBC Jam, an interactive online resource for 5-16 year olds featuring educational content, quizzes and games.

CHALLENGE

• To promote the soft launch of BBC Jam – a new £150m online learning service for 5 -16 year-olds by generating coverage in national, education, educational technology and new media press.

Livewire is the first and only external PR agency to have ever been employed by the BBC’s Learning & Factual Division and was appointed on account of its exceptional expertise in the education sector.

Since its inception, BBC Jam had been dogged by political controversy and media criticism surrounding the funding streams.

STRATEGY/TACTICS

A strategic approach to crisis management was undertaken in a drive to change opinion, Livewire:

• Undertook detailed research into the political sensitivities surrounding the Government-funded service.
• Engineered a critics outreach programme to stem the growing volume of negative media coverage. This involved identifying vocal critics and issues, carefully crafting responses, briefing Directors, inviting critics in for special one-to-one meetings and limiting damage by acting as the interface between the client and media.
  

RESULTS

• 99% negative coverage transformed into 67% positive coverage in just eight months.

• The total Advertising Value Equivalent (AVE) for the period was £326,912 and the total Opportunities to See (OTS) was 6,117,460.