The Diocese of Ely Multi-Academy Trust

The Diocese of Ely Multi-Academy Trust (DEMAT) consists of 38 Church of England primary schools, one community primary, 7,000 pupils, 1,179 members of staff and 425 trustees and governors. In 2025 a secondary school will be added.

The Trust covers a diverse geographical area of more than 1,500 square miles.

As the outsourced press office for DEMAT between 2021 and 2023, we were first port of call for all enquiries from the media which allowed us to set up interviews, provide statements and manage crisis situations on behalf of the Trust.

We worked closely with all 40 schools to identify positive PR opportunities to enhance the reputation of the schools locally and raise the profile of the Trust.

But, as with any vast organisation, there were occasions when a crisis arises.

As a team of ex-journalists, we are media law trained and have extensive expertise handling an array of media enquiries relating to reputational risk.

We have dealt with potential threats from historic and current events, including a consultation over plans to merge two of the Trust’s schools and the subsequent merger and Ofsted reports that involved chairing public and parent meetings and handling strategies for communicating improvement.

We have provided our expertise to control internal and external messaging with press releases, statements, and enquiries from media outlets as well as social media monitoring and stamping out rumours. 

In 2023 we ran a 10th birthday campaign and launched a 30-page glossy magazine to be distributed to all internal and external stakeholders termly outlining the successes of the Trust in line with its objectives and vision, mission and values.

In addition, we were responsible for all design materials for the Trust in line with its brand guidelines inclusive of comprehensive recruitment packs, magazines, banners, posters and leaflets.