IMUK Media and Crowdfunding Campaign 23 March 2017

IMUK: Media and Crowdfunding Campaign 23 March 2017 Kiran Nagendran & Sybil Devlin

Bell Pottinger | Brilliant by Reputation Presentation to IMUK AGM 1. Who are we? What we do? 2. The campaign so far 3. Combatting misconceptions 4. Crowdfunding campaign 5. Media campaign 6. Looking ahead 2

Bell Pottinger | Brilliant by Reputation Bell Pottinger • Bell Pottinger is a leading international corporate reputation agency with offices in Europe, Asia and the Middle East. • As part of the Litigation team, we work with a wide range of clients going through court proceedings, focusing on enhancing their reputation and promoting their key messages to the media. • Our team includes lawyers, communications strategists, journalists and crisis specialists – this depth and variety of experience allows us to deliver powerful profile raising campaigns for clients like you. 3

Bell Pottinger | Brilliant by Reputation Who we are Kiran Nagendran • • • Senior Consultant at Bell Pottinger. Trained as a lawyer at the media law firm, Olswang LLP. Public affairs work for clients like Unison and the College of Occupational Therapists. Sybil Devlin • • • Graduated from university in 2016. Experienced in supporting communications campaigns for litigation proceedings. Previously worked in financial services and strategic communications. Dominic Sudnik • • • Studied law in London before beginning career in public relations Worked for Sylvia Bongo Ondimba Foundation in Gabon Helped launch a women’s healthcare program aimed to improve conditions during pregnancy by supporting birthing units across Gabon. 4

Bell Pottinger | Brilliant by Reputation The Campaign so far Since engaging with IMUK, our team has: • Undertaken an extensive media audit • Drafted a media friendly narrative with key messages and Q&A • Built a base of sympathetic journalists • Planned a comprehensive communications strategy for a crowdfunding campaign • Begun implementation of this campaign by issuing press releases to the media • Worked with the IMUK board and its members to ensure a consistent communications strategy 5

Bell Pottinger | Brilliant by Reputation Combating misconceptions Key obstacles 1. Emphasising the distinction between Private, NHS and Independent midwives. 2. Presenting IMUK midwives as keen supporters and partners of the NHS, rather than private sector competitors. 3. Addressing misconceptions about the socio-economic background of women who choose an independent midwife. 4. Making the facts known - IMUK midwives have an exceptional safety record and consistently win impressive client satisfaction ratings. 5. Ensuring media and other stakeholders understand IMUK has done nothing wrong in terms of this ruling. 6

Bell Pottinger | Brilliant by Reputation Media Campaign Key objectives Raising profile nationally and promoting these three key messages: • The NMC have unfairly targeted a small organization and in so doing threaten the entire midwifery profession • Independent midwifery is a vital alternative to women who legitimately want continuity of care during their pregnancy and labour • Through this ruling, the NMC are destroying your livelihoods and challenging your right to work independently 7

Bell Pottinger | Brilliant by Reputation Crowdfunding Campaign Engaging all relevant stakeholders • Clients: o Former and current clients o Raising the profile for future prospective clients • Media o o o • Charities: o Harnessing current support o Engaging new organisations • Professional Stakeholders: o The Royal College of Midwives o The NHS and Social Media Outlets: Trade press Forums and Blogs Nationals 8

Bell Pottinger | Brilliant by Reputation Looking ahead Preparing a strategy for the future • Working in tandem with IMUK and the members’ lawyers in accordance with the judicial process. • Presenting a unified, professional and consistent presence to all key stakeholders and the media. • Being the first point of call for press enquiries. • Active media engagement and daily assistance with the crowd-funding campaign. 9

Thank you Please do send any further thoughts or questions to KNagendran@bellpottinger. com or SDevlin@bellpottinger. com