On the ball PR for blind England football legend
Two-time Paralympian and former captain of England’s Blind Squad, Darren Harris, was bidding farewell to professional sport after an illustrious career at elite level in both judo and football. Darren’s aim was to use his retirement announcement to establish himself as a mentor. Having built a relationship with Darren through his charity work as a patron of the Childhood Eye Cancer Trust, Darren commissioned The Tonic to communicate the next stage of his career to national, regional and specialist media.
A hard-working, tactical PR programme secured a coveted place for Darren as a paid speaker on Radio 4’s Four Thought programme on the topic of ‘Reclaiming the individual’. Listen to the segment on BBC iplayer here.
The Tonic tapped into the news agenda around disability sport, using a national announcement of the blind football team’s funding for Rio 2016 being cut by UK Sport to push Darren’s story. In addition to Radio Four, features appeared in Able magazine, the Sutton Coldfield Observer, Birmingham Mail, The Voice, and RLSB reaching over one million people.