Carole Mitchell

Communications strategy

• Leading on the development and implementation of a comprehensive, global communications strategy that supports Mighty Earth’s campaign objectives.
• Leading on all media campaigns and tactics, drafting comms materials, messaging, media plans, developing KPIs and supporting with drafting and reviewing digital assets and captions.
• Global media outreach and pitching of key Mighty Earth assets.

Media relations

• Managing key media relations, especially Tier One contacts in all markets, while consistently seeking out and securing new relationships to further the impact of Mighty Earth’s campaigns.

Storytelling and message development

• Working closely with program teams to develop storytelling angles that will be of interest to media.
• Supporting the writing and editing of reports, to develop key narratives.

Crisis communications and managing risk

• Being aware of reputational risk and advising key spokespeople accordingly.
• Providing counsel to senior leadership on crisis communication issues.
• Preparing talking points for key spokespeople to ensure consistent messaging in line with campaign objectives.

Brand films and content gathering

• Leading on conceptualizing, producing and delivery of organizational/brand films.
• Drafting and reviewing scripts and messaging for video.
• Drafting briefs and commissioning photographers/videographers for in-field content gathering.

Events

• Conceptualizing, planning and delivering key events, such as in-person panel events and webinars. Securing speakers, preparing run-of-show and promotional asssets and managing event on the day.

• Devised new communications strategy, resulting in a 300% increase in media coverage and 80% increase in website traffic in the first six months of post, compared with same period in the previous year.
• Conceptualised and produced twelve films, a first for Eating Better, to bring the strategy to life, promote key messages and engage new audiences.
• Led on all communication assets including writing press releases, blogs, op-eds, proactive/reactive comments and a monthly newsletter.
• Co-authored reports, prepared design briefs and collaborated with designers to deliver final assets.
• Led on the alliance reaction to big media moments, e.g. National Food Strategy, ensuring collective responses ran on PA.
• Managed media and digital budget, oversaw monthly analytics report and conducted message testing.
• Planned, managed and co-presented film screening and panel event at COP26.
• Supported executive director with media briefings and training, grant writing and development of fundraising proposals.

• Led on WWF-UK CEO/media trip to Colombian Amazon. Managed all aspects of seven-month project, involving 30 internal stakeholders and 4 external media partners. Secured lead story on ITN News at Ten, a first for an environmental story, as well as a 5-page feature in The Telegraph magazine.
• Led on all broadcast training for key WWF spokespeople, including crisis communications and hostile interviewing. Regularly briefed and prepared CEO for Tier one broadcast interviews.
• Leveraged extensive broadcast media contacts to secure interviews for CEO on Sky, Channel 4, BBC TV and Radio, ITV, Times Radio and LBC, e.g. Living Planet report 2020 on flagship BBC Ten News.
• Led on "Covid 19: Urgent call to protect people and nature" report on drivers of a pandemic, landing an op-ed in the Guardian for WWF International's Director General, Marco Lambertini.
• Media lead at the London 2018 Illegal Wildlife Trade conference, securing media opportunities for CEO alongside UK MPs Michael Gove and Boris Johnson.
• Led on complex integrated communication activities with NGO coalitions: IGCP (International Gorilla Conservation Programme), Trillion Trees, The Ivory Alliance and Wildlife and Countryside Link.
• Represented WWF at international events, including State of Our Planet Address with keynote speaker Sir David Attenborough.

• Worked internationally as freelance communications consultant, with clients including: Jdi Marketing, London and NYC; Mischen UK Ltd; and Sherwood International Properties Ltd, UAE.
• Planned and delivered team building workshops and executive media training in Dubai for Sherwood International.
• Designed and executed networking and team building events for Jdi Integrated Marketing, including Business Forums International events.

• Incorporated and ran company providing media workshops for schools, liaising with educators to create bespoke content.
• Presented all workshops including leading students through “real-life” scenarios and writing for the spoken word.
• Created content for Schmedia website and designed all marketing and programme materials.

• TV and radio news correspondent at BBC network news, with lead items on flagship Six and Ten O'clock news and Radio 4.
• Reported live and unscripted for rolling channels, BBC News channel and Radio 5 Live.
• Generated story ideas: planned, researched, scripted and recorded news packages for broadcast.
• Interviewed contributors, directed camera crews on location and edited reports for transmission.
• Scotland Correspondent, 2000 - 2001 reporting on Scottish stories for the BBC network and international outlets.
• Broadcast career highlight: in-person interview with Nelson Mandela.

• Project manager for launch of BBC network News channel operation in Scotland. Established and managed team of four broadcast journalists on 24 hour rota for new channel, provided editorial leadership and led staff training and development.
• TV and Radio news correspondent on BBC Scotland flagship national programmes.
• Editor of TV bulletins: commissioned stories, managed correspondents/camera crews and gallery production.
• Presenter of TV bulletins and flagship Radio Scotland Drive Time news and current affairs programme.

• Reporter/presenter TV news programmes.
• Bulletin editor : commissioned stories, managed reporters and gallery production.

• Reporter and newsreader for radio bulletins.
• Bulletin editor : commissioned stories, managed reporters and studio production.

• Reporter and newsreader for radio bulletins and programmes.
• Bulletin and news programme editor : commissioned stories, managed reporters and studio production.

• Reporter for weekend sports programme, preparing packages and reporting live from sporting events.