The Liverpool Institute for Performing Arts (LIPA) first opened its doors in 1996, co-founded by lead patron Sir Paul McCartney and founding principal and CEO Mark Featherstone-Witty OBE. LIPA’s aim is to grow its awareness amongst teachers and parents by securing regular, expert commentary.
Beattie organised a communications workshop at LIPA with key staff to effectively shape national media messaging for LIPA and identify areas where the Institution could put itself forward for expert comment.
Through further interviews with staff, students and alumni, Beattie uncovered many success stories and case studies which helped to tell LIPA’s story in a number of fresh ways to the national media. This was effective as it raised awareness of its making performance possible courses in addition to its well-known performing arts courses.
The strong and lasting relationships Beattie built with its key national media contacts on education, SME and arts desks lead to big hits including a full page of coverage in The Times and an expert speaker slot for Mark Featherstone Witty on BBC Radio 4 show, The Bottom Line.
Coverage secured has communicated the institute’s key PR messages, with further features placed in The Guardian, The Times, The Telegraph, The Independent. Beattie has worked with LIPA for the last three years, creating over 100m opportunities to see.