PR, Content and Communications Strategy for organisations that want to make an impact
PR, Content and Communications Strategy for organisations that want to make an impact
The Challenge
The Sheffield Blitz remains one of the most significant events in the city’s history, yet many first-hand memories risk being lost forever as the last surviving generation passes away.
The Sheffield Blitz Memorial Trust secured a £91,280 National Lottery Heritage Fund grant to commemorate the 85th anniversary of the attacks, preserve survivor memories and engage new audiences with Sheffield’s wartime story.
The challenge was not simply to tell the story of the Blitz, but to make it relevant, accessible and engaging for modern audiences while creating measurable public impact.
The Strategy
A communications strategy was developed that combined heritage storytelling, public engagement, media relations, digital communications and emerging technology.
The project focused on:
- Preserving first-hand memories through oral history recording
- Creating opportunities for community participation
- Building relationships with regional and national media
- Engaging younger audiences through digital content
- Using AI-enhanced interpretation to help bring historical stories to life
- Creating a lasting legacy beyond the anniversary year.
Communications activity was integrated throughout the project rather than treated as a final promotional exercise.
The Delivery
The campaign included:
- Regional and national media engagement
- Public exhibitions
- Community events
- Educational activities
- Social media campaigns
- Live streaming
- Volunteer recruitment and training
- AI-assisted interpretation and storytelling
- Partnership working with heritage and cultural organisations.
The project sought to balance historical accuracy with engaging storytelling while ensuring survivor voices remained at the heart of the campaign.
The Results
- 2 million+ total audience reach
- £91,280 National Lottery Heritage Fund grant
- Coverage on ITV News at Ten
- Multiple appearances on BBC Look North
- Multiple appearances on ITV Calendar
- Extensive regional and local media coverage
- Major exhibition at the National Emergency Services Museum
- Oral histories preserved from the last surviving generation of Blitz witnesses
- 20 volunteers recruited and trained
- Significant growth in public engagement with Sheffield’s wartime heritage.
Why It Mattered
The project demonstrated how strategic heritage communications can help heritage organisations move beyond awareness and create genuine public engagement.
By combining traditional media relations, community participation, digital storytelling and innovative interpretation techniques, the Sheffield Blitz 85th project reached audiences far beyond those typically associated with heritage initiatives.
Most importantly, it helped preserve stories that might otherwise have been lost forever while ensuring they remained accessible and relevant to future generations.
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