Onside Public Relations
I have worked with James during his time at the News of the World and on other projects since. He has a lot of enthusiasm for work and is genuine in his approach, acting with honesty and integrity.
James has an intimate knowledge of how newspapers work, their needs and demands, while also gaining equal respect in broadcasting and television, where his opinions are constantly sought on top current issues.
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Founder James Fletcher has more than 15 years worth of experience working for national newspapers, television and radio broadcasters

Home » Case Studies » Jemma Simpson

Case Studies

Jemma Simpson


Written by James Fletcher - Onside PR

Brief

Jemma Simpson is three times British champion at 800m.

London 2012 should be the pinnacle of Jemma’s career. Her second Olympics, 28-years-of-age and moving towards the peak of her career.
Yet Jemma was dealt the cruellest of blows in the months leading up to the Olympics as she was controversially axed by the UK Athletics funding programme.
Despite her record and ever improving times she was told she would not be one of the three girls selected for funding.
Injury had forced her out of the World Championships and even having ran within the qualification time she was told she was on her own.
Jemma, to her credit, refused to be downhearted and simply opted to do it the hard way – on her own.
She flew to America and joined the Nike funded Oregon Track Club Elite where she has trained under her own finances.
The lack of funding, coupled by the fact that she was forced to train in the States, had a double impact as it has mean’t she is not available to work with British based sponsors.
Onside were introduced to Jemma through a third party sponsor who wanted to help and were then unable.
We agreed to work together to highlight her position and try to fight her corner in a year when her country left her to go it alone.

Tactics

The tactics were simple. To fight Jemma’s corner and ensure the nation understood her plight.
The long term target is to attract sponsorship to assist her bid for Olympic glory.
Onside relaunched her website, updated her social media outlets and set about raising her profile through a number of national newspaper interviews.
We approached businesses who may have felt they had missed out on the Olympics and began working a strategy for her future.

Results

Jemma was able to focus on her form on the track rather than worrying about attempting to raise finances. Rather than be downhearted she has focused her anger and frustration on qualification for the GB team and then Olympic glory.

Gallery

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