PRESS COMPLAINTS COMMISSION

The purpose of the review was to communicate the efficacy of what the organisation does and how it does it; training journalists on the Code of Conduct, proving that self-regulation works and supporting the general public.

Conversations with their target audience unearthed a wish list for the review, categorised into four areas: an ability to find relevant information quickly and easily; clear and easy to understand complaints statistics; more information on what the PCC does beyond dealing with complaints and proof that self-regulation works.

Taking the research and insight into consideration, our concept consisted of an eye-catching triple-book format, departmentalised into relevant sections and bound together to tell a cohesive story for all audiences.

The Chairman, Baroness Buscombe, wanted to change the image of the organisation to be much more transparent, so we led with an open letter from her and the main review featured editorial such as a ‘Q & A with a Commissioner’, ‘A day in the life of the complaints department’ and ‘Behind the scenes’ – all bound with the complaints statistics and case studies.

Our research also showed that lawyers, MPs and associations were keen that the information presented by the PCC became even more accessible. These findings supported our view that a fresh approach was needed and a digital annual review was an important channel for stakeholders to access the information.

The PCC had never published their annual review online before, so we gave them a new microsite. To mark the occasion we organised interviews with the Chairman and Director General and produced a podcast available both as highlights and full download, further demonstrating the focus on transparency.

Both the printed review and microsite have been extremely well received, with hundreds of interested stakeholders logging on.

Continuing the open and transparent theme, Carnegie Orr is now taking the Press Complaints Commission to a wider audience through a series of display ads both online and in the national press. The ads feature compelling yet simple headines and close-up head shots highighting the personal nature of the service they offer.