What differentiates a 'campaign' from business-as-usual comms? What are the most important ingredients for running a successful communications campaign? How do you build partnerships based on trust and reciprocity?

In this episode Peter is joined by Lorraine Bridges, Head of Campaigns and Deputy Director of Communications at the National Institute for Health and Care Research (NIHR).

She talks about the NIHR's 2023 'Shape the Future' campaign that won her and her team a CIPR Excellence Award and reflects on what goes into running an effective campaign, storytelling, relationship building and the power of setting objectives.

This week's question for our listeners:

Think back to a memorable campaign you've run - if you could do it again, what one thing would you do differently?

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In the episode Peter refers to an article citing statistics related to recruitment for clinical trials. Here is a link to the source: https://bit.ly/4hwsVH9

N.B. Lorraine has since pointed out that the source is a few years old now and recruitment rates have improved since then.

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📕 Lorraine's book recommendation: Multipliers by Liz Wiseman

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