Image copyright Jordan Sinnott Foundation Trust
Well Read PR was approached to provide pro bono support for the Jordan Sinnott Foundation Trust late in December 2021. After a call with the inspirational Melanie Tait, the charity’s founder and mother of Jordan Sinnott, I was unwavering in my commitment to help publicise the launch of the charity early in the new year.
The charity was borne out of the untimely passing of 25 year old Jordan, a professional footballer who had played for Huddersfield Town, Altrincham, Halifax Town, Chesterfield, Alfreton Town and Matlock Town at the time of his death. Renowned for his passion for football and generous nature, the charity’s mission is to enable those who are disadvantaged in society to access grassroots sports.
Whilst the charity had only recently become registered with the Charity Commission it had already awarded funds to some projects using monies donated in the wake of Jordan’s death, on the back of a call for clubs to send in football shirt’s bearing Jordan’s player number, which had exceeded all expectations.
The PR campaign involved working with the Trustee board which included the likes of pro footballers Jonathan Stead, (formerly Huddersfield Town, Blackburn Rivers and Sunderland), Danny Ward and Duane Holmes (Huddersfield Town) and Matt Crooks (Middlesborough), and with none other than ex pro footballer and pundit Ian Wright as patron.
The launch of a competition to win an exclusive Jordan 25 shirt, designed by Danny Ward and signed by Ian Wright, provided the hook for publicity. With only a matter of weeks to prepare for the launch (to coincide with the second anniversary of Jordan’s death on 25th January) I set to work interviewing Trustees, Melanie and also Jordan’s fiancée, Kelly, who had given birth Jordan’s daughter, Maisie, just months after his passing. I also developed two case studies of grassroots organisations that had benefited from the charity’s initial funding round.
Press releases were drafted for the regional and general media, as well as charity press and circulated for approval, including liaison with Ian Wright’s brand manager to obtain a supporting quote.
I realised soon that given how emotionally charged the story was, media requests would have to be carefully coordinated so that the family did not become overwhelmed. A set of media messages were prepared for Melanie and Kelly and Jordan’s friends on the Trustee board who had kindly agreed to step in to help field interviews.
The embargo on the story was coordinated to lift on the morning that Ian Wright shared a photo of himself on his social channels wearing the prize shirt. Advice was also given to ensure that the charity’s website included details of the competition on its homepage and complied with regulations around holding raffles.
By then I already had most of the regional media in the towns where Jordan had played, the Yorkshire Post and interviews on BBC Radio (Leeds, Sheffield and Derby), Look North, and ITV Calendar News in the bag. Articles in The Nottingham Evening Post, MSN, The Sun, Charity Times, iNews and other multiple online outlets followed.
The coverage celebrated the amazing legacy Jordan left for those less fortunate in society to access all the benefits and enjoyment of playing sport, but his birthday was also a sad day for all those who knew and loved him.
It was a privilege to work with his family and friends, albeit briefly, and I shall continue to bang the drum for the charity wherever I can. You can find out more about the charity at www.js25.co.uk
“Well Read PR was highly recommended to us by Koi Sports Ltd after we had been chosen as their charity of the year for 2022.
“Kate supported our charity launch by generating wide media coverage featuring Ian Wright launching the official JSFT shirt raffle.
“Kate worked incredibly hard given the short time scale and her professionalism was outstanding. Without Kate the JSFT would not have received the extensive media coverage and we cannot thank her enough for all her hard work.
“I would definitely use Kate again.”
Melanie Tait, Chair, Jordan Sinnott Foundation Trust