Text version - DMA PR Case Study

Brief

The DMA is a UK trade association for the one-to-one marketing industry – those companies that speak directly to their customers and those companies that help them achieve this. The DMA provides best-practice guidelines and legal services for its members, who are typically marketing, advertising and data-driven organisations.

Whiteoaks was tasked with raising the profile of the DMA group to a senior business audience through broadcast and national media, specifically around the issue of the GDPR and to position the business as the go-to source for GDPR advice, best practice, insight and training. The overall goal was to help the DMA attract more engagement with the DMA and IDM brands, to increase new members and get more people taking training courses.

Approach

To reach the target audience of C-suite, senior decision-makers and SME owners, and specifically of leaders of organisations, about why GDPR is important to them, a wide-ranging programme of:

•Thought leadership articles
•News hijacking
•Direct media engagement
•Senior executive building
•News releases promoting DMA research.

Whiteoaks also organised a high-level media roundtable event in Central London to mark the one-month countdown to the introduction of GDPR in May 2018, in order to position the DMA as a key source of GDPR advice, best practice, insight and training.

In complement, Whiteoaks ensured that the DMA achieved high visibility in tier one media by arranging regular media briefings and providing a consistent flow of high-quality commentary in response to breaking news stories.

Results

Media outreach included briefings with journalists from publications including the Daily Telegraph, The Times, BBC and ITN.

Whiteoaks also secured more than 28 pieces of coverage for DMA’s range of research projects, with coverage in leading industry titles such as The Drum and Marketing Week to Computer Weekly and DataIQ.

At the media roundtable, Whiteoaks sourced a number of high calibre GDPR experts to sit on a panel with ten journalists from multiple national publications attending, including CNBC, CNN, Diginomica, The Register, and Data IQ. The event resulted in a number of positive articles in target media and enabled the DMA to establish long-lasting and productive relationships with journalists.

On the day of the introduction of GDPR – 25 May 2018 – the DMA managing director Rachel Aldighieri was interviewed on the BBC Radio 4 Today programme and BBC World Service.

During the summer of 2018, Whiteoaks ensured that the DMA reacted to high profile breaking news. Following a data breach at Dixons Carphone plc, DMA commentary was featured in the Daily Telegraph, Financial Times, ITN and BBC Radio Five Live and after a British Airways breach, the DMA was interviewed by Sky News and BBC News.

Overall Whiteoaks secured more than 50 pieces of coverage, containing 110 key messages.

Quote

“Whiteoaks has been excellent in raising the profile of the DMA before and after the introduction of GDPR. The team’s expertise in all forms of media, extensive contacts and ability to react to breaking news has helped ensure that our voice is heard in the tier one outlets we have been aiming for.”

Rachel Aldighieri, Managing Director, the DMA