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DMA shortlisted for PR award

27 Sep 2011 9:56 BST Back
DMA shortlisted for PR award
DMA News

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The Direct Marketing Association (DMA) has been shortlisted for the Crisis and Issues Management Award in the 2011 PRCA Awards for its PR work in protecting the direct mail industry from the negative publicity generated by the Panorama episode entitled Why hate junk mail?

Broadcast in July, the Panorama programme promised to investigate the true cost of ‘junk mail’ and scam mail to the public and the environment. However, as industry insiders feared, the programme presented a confused account of the complex issues surrounding both and failed to distinguish them from legitimate direct mail marketing. The programme also repeated factual errors, such as the cost of disposing of direct mail. 

The DMA took action to protect the multi-billion pound UK direct mail marketing industry from damaging adverse publicity resulting from the programme. In a carefully coordinated PR campaign, the DMA and its PR agency Eulogy! turned to media relations and social media to set the record straight in the public’s eye, and produced a toolkit for its members to deal with issues stemming from the programme. The DMA gave over 20 radio and press interviews to present the industry’s point of view and protect the image of direct mail.

Commenting on the nomination Chris Combemale, executive director of the DMA, said:

“The DMA’s role is to protect and promote the interests of the direct marketing industry. We needed to pre-empt any negative publicity that would harm consumer perception of direct mail, so acted decisively through a concerted PR campaign. The outcome could not have been better for the industry, so we’re pleased to have our crisis management skills recognised by the PRCA Awards.”

Lara Leventhal, managing director at Eulogy!, commented:

“We are delighted to have helped play a crucial role in ensuring the DMA took the lead in successfully defending the direct marketing industry against some of the claims made by Panorama. 

“We worked hard with the organisation to devise and implement a strategic on and offline issues-led campaign that mobilised the marketing industry and encouraged them to communicate the DMA’s messages in its support. The results were outstanding - DMA messages dominated all online conversations and offline coverage across all media.”

The winners of the 2011 Awards will be announced on 15 November at a ceremony at the Park Lane Hilton. 

Tristan Garrick, DMA PR manager
Tel. 020 7291 3315

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