The Diocese of Ely Multi-Academy Trust (DEMAT) consists of 39 primary schools across Cambridgeshire, Peterborough, Norfolk and Suffolk and has worked with our team since August 2020.
We started working with DEMAT to manage its crisis communications strategy and offer advice to its team on how to manage reputation. However, we now manage the full press office for the Trust, providing all its social media management, PR and marketing, media relations, internal communications support, media training and website support.
We are the first port of call for all enquiries from the media which allows us to set up interviews, provide statements and manage crisis situations on behalf of the Trust.
We work closely with all 39 schools under DEMAT 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 are 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.Â
Our bespoke crisis communications strategy allows us to step into action with any reputational issue and we have created statements that have created calm in situations that threaten to destabilise.
In terms of positive press, not only have we had coverage on BBC Radio Cambridgeshire, Ely Standard, Hunts Post and Wisbech Standard, but we have secured national media coverage for the Trust too.
The latest piece of work involved a BBC Breakfast and BBC News segment with one of the DEMAT schools who had welcomed a new pupil – a Ukrainian refugee.
We supported the school as media liaison point for both the headteacher and the DEMAT team, managed a full day of filming on site and worked with an interpreter to support the emotional impact on both the Ukrainian mother and child involved.
The coverage has been exceptional.
Finally, our work managing the social media output of the Trust is having some impressive results with engagement on the increase.
We continue to work with DEMAT on several large brand and website projects while operating as its outsourced communications team.Â
“What we love about working with the Satsuma team is that no idea is too abstract, and they actively work with us to make our ideas happen, and tame the wilder ones!
“The team are also proactive in suggesting ways to improve our engagement and approach, and because the team has taken the time to get to know us and the sector, these have been effective.
“When we have needed to use their services for high risk situations, they have worked with us to develop a strategy tailored to us and the circumstances, worked with us to ensure it is executed and we have always ended up with the situation being handled as discreetly as possible.”
Alexandra Duffety
Chief Operating Officer
Diocese of Ely Multi Academy Trust (DEMAT)
