Diocese of Ely Multi-Academy Trust (DEMAT)

Between August 2020 and February 2022 Prominent was contracted to take the lead on crisis communications and media relations for Diocese of Ely Multi-Academy Trust (DEMAT). Prominent’s work evolved to include a much wider range of services to raise the profile of the Trust and its schools in Cambridgeshire, Peterborough, Norfolk and Suffolk.

Diocese of Ely Multi Academy Trust web 

We provided:

  • 24/7 press office
  • Crisis communications
  • Social media
  • Identifying positive PR opportunities
  • Media relations
  • Internal messaging support

Prominent also delivered training on how to handle calls from the media and crisis situations with the creation of a comprehensive crisis communications strategy.

The 24/7 press office we provided for DEMAT ensured we are the first port of call for all enquiries from the media. This allowed us to set up interviews, provide statements and manage crisis situations on behalf of the Trust.

Profile building

As well as handling crisis communications, we worked with DEMAT and its 39 schools to identify positive PR opportunities to enhance the reputation of the schools locally and raise the profile of the Trust.

We worked with schools needing to increase pupil numbers by securing coverage in the local media to raise their reputation with current parents, prospective parents and the wider community. Articles have celebrated how schools have handled the third lockdown by adapting to remote learning, ensuring pupils had the technology at home to continue learning and praising staff for going above and beyond.

Successes have also come with schools receiving laptop donations and funding to create a specialist STEM room at an Ely primary school to support pupils, particularly to engage girls with technology.

Coverage had been secured on BBC Radio Cambridgeshire, Ely Standard, Hunts Post and Wisbech Standard.


Crisis communications

As with any vast organisation working with a multitude of individuals, there are occasions when a crisis situation arises.

Prominent’s crisis communications team have used their expertise to manage an array of media enquiries relating to reputational risk.

The team, which included several journalists who are fully trained in media law, have helped deal with potential threats from historic and current events, including a consultation over plans to merge two of the Trust’s schools.

For this, we provided our expertise to control internal and external messaging with press releases, statements and enquiries from media outlets. We also offered training on how to handle a public meeting held as part of the consultation process.