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DISNEY

Problem: Disney is launching a highly innovative website in the UK which allows visitors to watch Disney movies, play games and chat with other fans all at the same time. But the media are campaigning against addictive websites aimed at children, linking with such dangers as obesity and predators.

Solution: Disney executives established clear messages: They are a family entertainment company and the site is for the whole family. Their policing makes this site one of the safest for children to use – Disney’s entertainment values are the most trusted in the world. This online portal brings Disney to the UK just as they did through cinema and television in the 20th century.

Result: The Disney website has received no critical coverage at all in the UK, and is one of the biggest family entertainment sites in the world.

McDONALD’S

Problem: The world’s biggest fast food company has even changed the English language – but not the way they wanted. The definition of “McJob” in the Oxford English Dictionary did not, they felt, reflect their employment standards accurately.

Solution: Rather than trying to remove the definition from the dictionary, McDonald’s are promoting it. They are proud of McJobs, and their senior managers are living proof of the excellent promotion prospects the company offers. Media Mentor trained them to tell their own personal stories, not just repeat the company’s policy.

Result: The majority of letters to the papers and opinion columns on degrees gained at McDonald’s support the idea which is about to be introduced in the UK.

NHS TRUST HEREFORD

Problem: The Trust was closing a popular cottage hospital, to create a much larger centre of excellence on a new site. The media branded it a ‘white elephant’

Solution: Train all NHS Hereford governors and directors in agreed key messages. Arm them with key facts to show what would happen if the new hospital was not opened. Train them to describe the patient experience in the new hospital so that patients and visitors could visualise it.

Result: The campaign to keep the old hospital open evaporated.

PRODUCE WORLD

Problem: Produce World transports and packages most of the fruit and vegetables we buy in all the major supermarkets. They actively work to reduce packaging to a minimum and promote locally grown produce to minimise the impact on the environment. But the public believes the opposite.

Solution: Several days’ training for all senior directors at ITV Millbank Studios including rigorous key message workshops. Key messages showing how packaging prevents waste, and promoting local seasonal produce were tested in intensive interview practice outside the Houses of Parliament, in studio, 2-way from newsroom to studio, and also on radio phone-ins.

Result: Produce World’s relationship with WRAP the Government-backed anti-waste organisation is at an all-time high.

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