Leanne Plumtree
Dewsbury
Summary
Experienced media manager with journalism background strongly motivated by desire to make the world a fairer place.
Passionate animal welfarist who lives their values, currently working for Redwings Horse Sanctuary, previously for Dogs Trust and most significantly at the world's oldest and largest animal welfare charity the RSPCA, where influencing change was part of the job.
Other interests are social justice, gender and LGBTQIA+ issues and anti-racism.
Responsible for media management for Appleby Horse Project, a coalition of nine animal welfare charities including Redwings and the RSPCA working with communities who attend Appleby Horse Fair, a traditional Gypsy, Roma and Traveller gathering that takes place in Cumbria in June.
A member of the Charted Institute of Public Relations (CIPR) working towards being an Accredited Practitioner.
Overview
25
25
years of professional experience
4
4
years of post-secondary education
Work history
Senior Press Officer
Redwings Horse Sanctuary
Remote, England, Scotland and Wales
01.2022 - 01.2026
- Created annual press plan capitalising on news cycle to achieve maximum coverage for Redwings' charitable objectives and priorities with press releases, story and interview pitches.
- Devised, created and delivered story-led campaigns such as 'Ready to Rescue' fundraising appeal, spotlighting the experiences of neglected and abused horses and ponies the charity has helped.
- Contributed to securing of a Parliamentary debate about fireworks legislation taking place this month! Utilised impactful case studies; owner testimonials; incident footage and local statistics to secure over 100 pieces of coverage of Redwings' UK Government and Parliament petition to lower maximum volume of consumer fireworks since September. It reached 100,000 signatures by Bonfire Night.
- Connected with celebrities and influencers to support PR campaign goals; Sir Stephen Fry was amongst those to support Redwings' fireworks noise reduction campaign.
- Monitored success of PR work to review effectiveness. Quadrupled previous Redwings' coverage across number of mentions, OTS (opportunities to see) and AVE (advertising value equivalency) this year!
- Protected charity's reputation by working with internal experts, senior managers and others to devise crisis strategies, write background documents, reactive statements and Q and As.
- Proposed, created and maintained Redwings' position statements database to ensure joined-up messaging.
- Engaged with the public on Redwings' social media as part of a rota.
PR Officer
Dogs Trust
Remote, England, Scotland, Wales and Ireland
10.2020 - 12.2021
- Was responsible for Public Affairs, working extensively on puppy smuggling including commissioning surveys to understand public opinion and sentiment on puppy buying, analysing and interpreting statistics as basis for PR work. Changes campaigned for to protect most vulnerable dogs passed into law last year!
- Looked after PR for Research Team, including launch of 'How Well Do You Understand Dog Behaviour' survey, and turning scientific papers into news stories such as 'dogs don't age way we think'.
- Managed media relations for South East of England where charity has five rehoming centres including its biggest, West London. Amazing home was found for dog who weighed same as baby elephant after press appeal generated 200+ pieces of coverage, worldwide, in 24 hours! Story had OTS of over 86 million people and AVE of more than £125K!
- Oversaw Dogs Trust's involvement in The Animals in War Memorial service, London, representing charity at event.
- Was lead PR officer on The Mirror's People's Pet Awards, for which Dogs Trust were official charity partner, involved in event-planning, pre and post event publicity, and attendance at red carpet event. Big boy Galahad won publicly-voted for award!
Senior Regional Press Officer, North of England
RSPCA
Remote , England
06.2010 - 10.2020
- First point of contact for media in RSPCA's biggest and busiest region with 13 counties; 100+ frontline welfare officers, two animal centres, one animal hospital, one wildlife centre and 35 branches.
- Responsible for all media enquiries for England and Wales during out of hours on a rota. Was press officer on duty for Grenfell Tower Fire, working with inspector on ground for two days to help people locate and care for their pets.
- Implemented crisis management plans during emergencies and wrote communications for issues of reputational management.
- Stood in for heads of press at meetings and looked after team in their absence.
- Assisted with recruiting and training press officers.
- Was volunteer Wellbeing Coordinator for region supporting and signposting staff to help with their needs.
Regional Press Officer, North of England
RSPCA
Leeds, West Yorkshire
05.2007 - 06.2010
- Managed large workload - release of charity's annual 'cruelty statistics' would generate up to 100 media enquiries a day!
- Wrote press releases, produced photographs and footage on wide variety of subjects including RSPCA prosecution cases; appeals for information; rescues; deployments to disaster situations like flood zones; rehoming appeals; celebrity visits and centre openings.
- Developed strong relationships with media outlets by maintaining consistent and professional communication.
- Wrote monthly newspaper column for The Evening Gazette, Middlesbrough.
Head of News/News Editor/Broadcast Journalist
BBC local/commercial radio
Various, Yorkshire and Midlands regions
03.2001 - 05.2007
- Was only radio journalist to interview Prime Minister Tony Blair during Head of News role at Minster FM, when spoke at Joseph Rowntree Foundation!
- Was responsible for news and sport for launch of brand new radio station in Barnsley, Dearne FM, which got to number one in area in its first 12 months!
- Worked at BBC Radio Sheffield where interviewed prisoners at HMP Doncaster for week of BBC-wide features called 'Life Inside', and people staying at homeless shelter for investigation into homelessness, 40 years on from Ken Loach film 'Cathy Come Home'.
Education
Post-graduate diploma - Broadcast Journalism
Staffordshire University
Stoke-on-Trent 09.2000 - 07.2001
Bachelor of Arts - Media and Cultural Studies
Staffordshire University
Stoke-on-Trent 09.1997 - 07.2000
Skills
- Strategic thinker
- Creative writer
- Solution focussed
- Self motivated
- Skilled collaborator
- Excellent networker and relationship manager
- Friendly and approachable manner
Timeline
Senior Press Officer
Redwings Horse Sanctuary
01.2022 - 01.2026
PR Officer
Dogs Trust
10.2020 - 12.2021
Senior Regional Press Officer, North of England
RSPCA
06.2010 - 10.2020
Regional Press Officer, North of England
RSPCA
05.2007 - 06.2010
Head of News/News Editor/Broadcast Journalist
BBC local/commercial radio
03.2001 - 05.2007
Post-graduate diploma - Broadcast Journalism
Staffordshire University
09.2000 - 07.2001
Bachelor of Arts - Media and Cultural Studies
Staffordshire University
09.1997 - 07.2000