53% of people think they would be more productive working flexibly, and 8.7 million want to. For International Women's Day, we helped The International Association of Bookkeepers turn that into a story about bookkeeping as a flexible career for working mothers, students and aspiring entrepreneurs. We put the association's chief executive, who is also a bookkeeper, on air across a radio day of interviews, presenting the IAB as a prestigious not-for-profit body for professional bookkeepers. The broadcast PR campaign secured 21 items of radio coverage reaching 12.9 million people, including Radio News Hub, Jazz FM, Sky News Radio and BBC Radio Three Counties.
The International Association of Bookkeepers, International Women's Day
The aim
The International Association of Bookkeepers wanted to raise awareness of the IAB as a prestigious not-for-profit body for professional bookkeepers and show the flexible career bookkeeping offers.
The angle
For International Women's Day, flexible working was pitched as a route to better work-life balance: 53% think they would be more productive working flexibly and 8.7 million want it. Bookkeeping was offered as a flexible career for working mothers, students and aspiring entrepreneurs.
On air
The association's chief executive, who is also a bookkeeper
The result
21 items of coverage reaching 12.9 million, including Sky News Radio, Radio News Hub, Jazz FM, BBC Radio Three Counties.
About International Women's Day
International Women's Day grew out of labour movements in North America and Europe in the early 1900s and was first marked in 1911. The United Nations recognised it in 1977. It celebrates women's achievements and supports the push for gender equality. Stations plan their coverage of it in advance, which makes it a strong hook for a broadcast PR campaign.
Planning International Women's Day for 2027?
International Women's Day next falls on Monday 8 March 2027. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.
