Organisation type
Charity/third sector
Sector
Culture, heritage and music
Disability, diversity, equity and inclusion
Health and social care
Service
Nordoff and Robbins asked us to deliver a strategic charity media relations campaign to elevate its 2023 Christmas Carol Service – a key fundraising moment featuring artists including Kaiser Chiefs, Beverley Knight and Ayanna Witter-Johnson. Our objective was to raise the profile of Nordoff and Robbins as the UK’s largest music therapy charity, increase public understanding of its impact, and reinforce its position as the music industry’s charity of choice.
Our work centred on strengthening Nordoff and Robbins’ authority in the sector and broadening awareness of its music therapy services. Drawing on our experience supporting previous Carol Services, we aligned communications with the charity’s wider strategy to ensure consistency and impact.
We focused on three core goals:
• Highlighting the transformative power of music therapy and extending the charity’s reach with priority audiences.
• Connecting Nordoff and Robbins with prominent artists to reinforce its credible role across genres and within the wider industry.
• Showcasing its deep partnership with the music industry and positioning it as the UK’s leading music charity.To deliver this, we implemented a structured media relations approach:
• A phased press office plan, with announcements teasing headline performers and reflecting the event’s longstanding success.
• Targeted pitching of pre-event and on-the-day interviews with artists and the CEO to secure high-value opportunities.
• Smoothly run media operations at the event, including coordinated interviews and professional photography to support strong stories across print, online and broadcast.
Our charity media relations campaign significantly extended Nordoff and Robbins’ visibility and strengthened understanding of its music therapy mission. Exclusive stories with PA generated wide national print and online pick-up, delivering both artist-led coverage and clear messaging about the charity’s work and impact.
Music outlets including Music Week and NME amplified the event. Broadcast highlights included ITV London’s in-studio interview with Ayanna Witter-Johnson and joint interviews with Beverley Knight and CEO Sandra Schembri on BBC Radio London and Times Radio.On the night, interviews produced a half-page feature in The Star’s Wired column, a prominent review in the Sunday Mirror/Daily Mirror and a Reuters package syndicated internationally. Regional coverage was extensive, including the Yorkshire Evening Post dedicating its front page and page three to the event.
opportunities to see
“
Thank you for everything this year, as ever it has been an absolute pleasure working with you and the Barley team.
It is incredible that our press has gone from strength-to-strength year on year, event on event. The relationships that have been established, the quality of stories and that our mission remains central to all.
Nadra Shah
Director of Engagement and Communications, Nordoff and Robbins
Want to chat?
Feel free to contact our team.
